The average time-on-site for those desktop users actually rose by 3% in 2020, whilst the mobile equivalent continued its yearly decline. DesktopĪs you might expect, visits on desktop devices were 40% longer than those on mobile devices in 2020. User Engagement SignalsĪlongside the rise in traffic levels has come an apparent decline in user engagement with these sites, as behavior indicators like bounce rate and time-on-site each displayed a negative trend consistent across mobile and desktop search.
This was largely due to the coronavirus pandemic, but it’s a clear sign of the global dominance of these leading sites the bigger they are, the more traffic they will attract when more searches are being carried out on both mobile and desktop. That traffic was predominantly mobile, with devices driving roughly 66% of all site visits last year, whilst desktop traffic share was also higher in 2020 than it was in 2018. What’s more is that these sites were attracting 10% of total global traffic in 2018, but that figure had doubled to 20% by the end of 2020. Global Search Traffic TrendsĬomparing search data for the 1,000 most visited websites in the world from 2019 to 2020, we see that the absolute traffic volume increased by 22%. Let’s delve into those findings in more detail and look at what they could mean for you. Only 17% of websites retained their positions across both mobile and desktop SERPs, and 37% of URLs were actually thrown out of the top-10 when the search query was made from a mobile device.Bounce rates were higher and total times on site were shorter on both mobile and desktop, indicating that user engagement is growing increasingly difficult to achieve.66% of all site visits came from mobile devices in that time.Search traffic surged by 22% in 2020 compared to 2019 for the 1,000 most visited websites in the world.To highlight SERP discrepancies between mobile and desktop, we took the top 50,000 keywords by search volume from the Semrush US database, and compared the search results.To see how traffic trends and user behavior on mobile stack up against desktop, we analyzed the traffic data for the 1,000 most visited domains from Traffic Rank’s Global Reports for 2018, 2019, and 2020.To coincide with the move, we have analyzed the search landscape to see how mobile and and desktop trends have taken shape in recent years, with two areas of focus to guide our study: March 2021 signals the start of Google's long-anticipated and delayed switch to mobile-first indexing for all websites.
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