Is Difference Between Mobile & Desktop Search Results

In 2011, Covario also put out a mobile search whitepaper with data showing rank differences between mobile (smartphone) results and desktop results. Generic terms resulted in over a 50% difference, while terms with a local intent had nearly a 75% variance in mobile and desktop search result rankings.

What’s A Marketer To Do About These Mobile Search Trends?
Bryson Meunier and I then talked about our different Mobile SEO approaches with data points, and I dug into the advantages of HTML5 in mobile search and usability going forward.

Combining our strategies, a better Mobile SEO approach becomes very clear:

Dynamic Serving Single URL or Separate URL strategy is best for device intent changes (e.g. services, commerce)
Responsive Design Single URL for universal intent (e.g. information, news, blogs)
For example, if you are looking for news or information on a tablet, desktop, mobile, TV, etc., the intent is the same, as you just want those facts presented in a format that’s best for your device; thus, responsive design suffices.
Now, if you are searching for a service, say simply “banking,” on your phone, the intent and expectation is different than with a desktop. On your phone, you may be looking for the closest bank or ATM, while on a desktop, you could be looking for the best services or rates, thus a separate experience should be provided for these differing implied intents.