Mobile SEO guide
Google indexes the mobile version of your site. Most mobile SEO problems come from the mobile version quietly having less on it than the desktop one.
Last updated
Quick answer
Mobile SEO is making sure the mobile version of your site has everything Google needs, because Google uses the mobile version, crawled with its smartphone crawler, for indexing and ranking. In practice that means a responsive design, the same content, headings, structured data and links on mobile as on desktop, no content that only loads after a tap or swipe, and no pop-ups that cover the page.
Key takeaways
- Google completed the move to mobile-first indexing in October 2023.
- If content or links are missing on mobile, Google doesn't see them.
- Google won't load content that needs a tap, swipe or typing to appear.
- The Mobile-Friendly Test and Mobile Usability report were retired on 1 December 2023.
What mobile-first indexing means now
Google's mobile-first indexing guidance says it uses the mobile version of a site's content, crawled with the smartphone agent, for indexing and ranking. Google announced the switch was complete on 31 October 2023, so this applies to every site.
Whatever is only on your desktop version effectively doesn't exist for Google.
Responsive design, and why the alternatives cause trouble
| Setup | How it works | Risk |
|---|---|---|
| Responsive design | One URL and one HTML, layout adapts to the screen | Lowest: Google recommends it as the easiest to maintain |
| Dynamic serving | One URL, different HTML by device | Mobile HTML drifts from desktop over time |
| Separate mobile URLs (m.) | Different URLs for mobile | Highest: two sites to keep in step |
The mobile and desktop parity checklist
Google asks for these to match between mobile and desktop. Each is a common way for a mobile version to lose rankings without anyone noticing.
- The same main content, not a shortened mobile version.
- The same clear headings.
- The same structured data.
- Equivalent title and meta description.
- The same robots meta tags, so mobile isn't accidentally noindexed.
- The same internal links, including those in menus and footers.
- Images with the same alt text.
- CSS, JavaScript and images crawlable, not blocked in robots.txt.
Content Google won't see on mobile
Google says it won't load content that requires user interaction, such as swiping, clicking or typing, to load. Content that's in the HTML but hidden in an accordion or tab is different: it's on the page, so Google can read it.
The quieter problem is navigation. Mobile menus are often simplified, and links that only exist in the desktop menu or footer disappear for Google. If a page relies on those links to be found, it can drop out of the index.
How to check what Google's smartphone crawler sees
- Open URL Inspection in Search ConsoleEnter the page URL.
- Test the live URLIt's crawled with the smartphone agent.
- View the tested pageCheck the rendered HTML for your main content, headings and links.
- Compare with desktopAnything on the desktop page that's missing here is missing for Google.
- Run LighthouseCheck mobile layout and speed issues.
Retired tools and what to use instead
Google retired the Mobile-Friendly Test, its API and Search Console's Mobile Usability report on 1 December 2023, while saying mobile usability is still important for success in Search.
| Retired tool | Use instead |
|---|---|
| Mobile-Friendly Test | Lighthouse in Chrome, or PageSpeed Insights |
| Mobile Usability report | Lighthouse, plus the Core Web Vitals report |
| Mobile-Friendly Test API | Lighthouse run from the command line or PageSpeed Insights API |
Usability that still matters
- A viewport meta tag, so the page fits the screen.
- Text readable without zooming, and no horizontal scrolling.
- Buttons and links big enough to tap, with space between them.
- Fast loading on a phone connection: see Core Web Vitals explained.
Pop-ups, consent banners and age gates
Google's guidance on intrusive interstitials is not to obscure the whole page and not to redirect users to a separate page for their consent or input. Use banners that take up a small part of the screen.
Age gates for legally restricted content are an accepted exception, but show them as an overlay on the page rather than redirecting every URL to one gate page, which Google says would remove all but that one page from its results.
Mobile search for local businesses
For a Perth service business, most mobile searches end in a call or a visit. Put the phone number as a tap-to-call link near the top, keep the contact form short, and make sure your Google Business Profile shows the same hours and number as the site. The local SEO guide covers the map side.
Common questions
Does Google still have a mobile-friendly test?
No. Google retired the Mobile-Friendly Test, its API and the Mobile Usability report on 1 December 2023. Use Lighthouse or PageSpeed Insights instead.
Does mobile-first indexing apply to every site?
Yes. Google announced the switch was complete on 31 October 2023.
Does content hidden in accordions or tabs count on mobile?
If it's in the page's HTML, Google can read it. Content that only loads after a tap or swipe is the problem, because Google won't trigger it.
Do I need AMP or a separate mobile site?
No. Google recommends responsive design, and separate mobile URLs make it harder to keep content in step.
Do pop-ups hurt mobile rankings?
Pop-ups that cover the page can. Google says intrusive interstitials may lead to poor search performance. Small banners, and legally required age gates shown as overlays, are fine.
How do I check how Google sees my mobile page?
Use URL Inspection in Search Console, test the live URL and view the rendered HTML, then compare it with your desktop page.
Do I need mobile SEO services?
If the parity checklist above turns up gaps you can't fix in your CMS, a developer or a technical SEO service can. Most responsive sites need checks rather than a rebuild.
Where to next
If you would rather have someone do this than read about it, the commercial page for this work is Technical SEO services.