Mobile-First Indexing: The Complete Guide in 2023

Mobile-First Indexing

Are you ready to make sure your website is optimised for mobile-first indexing? This guide will walk you through the essentials of what mobile-first indexing is, why it’s important, and how to prepare your website for it.

What Is Mobile-First Indexing?

What Is Mobile First Indexing

Mobile-first indexing is the practice of Googlebot using the mobile version of a website’s content for indexing and ranking.

This means that instead of the desktop version, Google will primarily use the mobile version of your site. It’s important to ensure all content is ready for mobile-first indexing.

Shifting to the Google Mobile-First Index

Google’s transition to mobile-first indexing is an obvious sign of prioritising user satisfaction on their devices. Website owners and SEO professionals must ensure their content has been optimised for mobile users, as it will now significantly impact search engine rankings.

As the world has become increasingly mobile-focused, creating a website that can be easily navigated and viewed on any device is essential. Mobile-first indexing has made this more important than ever. 

If you want your website to remain visible in search engine results, embracing this shift is key. With a mobile-friendly site, SEO professionals can stay ahead of the competition and keep their websites at the top of Search Engine Results Pages (SERPs).

Google’s Mobile-First Indexing

Google’s mobile-first indexing is a significant shift in the way Google ranks websites. It means that Google will primarily use the mobile version of a website’s content for ranking and indexing purposes. Google first announced this change in 2016 and has been gradually rolling it out since then.

The main goal of this shift is to provide users with the best possible experience when searching on their mobile devices. By using the mobile version of a website as its primary content source, Google can ensure that users get relevant, up-to-date information optimised for their devices.

There Is Only One Index for Mobile and Desktop

There Is Only One Index for Mobile and Desktop

While many may think otherwise, there is only one index for all searches, no matter the device. Google’s mobile-first indexing implies it now utilises a website’s mobile version content when organising and classifying search results. This switch reflects their commitment to rendering users with an exceptional experience on their phones or tablets.

Website owners must optimise their content to be visible in search engine rankings for mobile users. Site owners should take the time to understand this shift and how it impacts their websites. That way, they can ensure that when people use their phones or tablets to browse online, theirs will appear among the top results. In doing so, they enable more potential customers to access their business.

Mobile-First Indexing As Default

As mentioned, Google announced to shift its indexing practice to prioritise mobile content over desktop, with this new approach being implemented for both existing and brand-new websites. As a result of this alteration, users searching from their mobile devices can enjoy an improved user experience that better serves them. Mobile-first indexing is the default mode of operation now.

Google recommends optimising for mobile to enhance your SERP rankings. By taking advantage of Google’s mobile-first indexing, visitors can access the same content regardless of their device while enjoying improved page load times and user experience. Ensure that your website offers equal optimisation on all devices to reap greater visibility in search engine results.

To ensure your site is optimised for mobile-first indexing, you should follow several best practices. These include ensuring your content is readable on all devices, ensuring your site loads quickly on all devices, and ensuring your images and videos are optimised for mobile viewing. 

You should also check that any structured data or metadata used by search engines are up-to-date and accurate across all versions of your website.

Differences between Mobile Usability And Mobile-First Indexing

Mobile usability and mobile-first indexing are two concepts that often need clarification. Mobile usability is the practice of ensuring a website is optimised for use on mobile devices. Mobile-first indexing, meanwhile, is a process used by Google to determine how websites should be ranked in search results.

Google’s mobile-first indexing means that it uses the mobile version of a website’s content when evaluating the relevance of a page to a user’s query. This means that if your website has different versions for desktop and mobile, then Google will prioritise the mobile version when determining rankings. So it is vital to ensure that your website is optimised for both desktop and mobile users.

Mobile vs Desktop Experiences, How Should They Differ?

Mobile vs Desktop Experiences

In today’s age, it’s essential to consider how users interact with websites and applications on different devices. Mobile and desktop experiences should differ to ensure the best user experience for each platform.

On mobile devices, users are often on the go and need quick access to information. Therefore, mobile experiences should be optimised for speed, with minimal loading times and easy navigation. Content should be concise and easily scannable so that users can quickly find what they need. Touch-friendly design elements such as larger buttons should be used to make it easier for users to interact with the interface.

On the other hand, desktop experiences should focus on providing more detailed information than what is available on mobile devices. Users are usually at a desk or in a comfortable environment when using a desktop device. Hence, they have more time to explore content in depth. Design elements such as dropdown menus can be used to provide more options than what would fit on a small mobile screen.

By understanding how users interact differently with each device type, developers can create experiences tailored specifically for each platform. This helps keep users engaged and coming back for more.

Page Experience and Mobile-First

Page experience is an important factor in Google’s mobile-first indexing. Mobile-first indexing means that Google first looks at a website’s mobile version when determining how to rank it in search results. As such, page experience is essential for optimising websites for mobile devices.

Page experience includes factors such as Core Web Vitals, which measure loading speed and responsiveness. Other factors include mobile-friendliness, safe browsing, HTTPS security, and intrusive interstitial guidelines. Optimising these factors can help ensure that your website loads quickly and efficiently on mobile devices, making it easier for users to access your content.

In addition to page experience, other elements of mobile-first indexing include optimising content for small screens and ensuring that all images are optimised for mobile devices. Taking the time to optimise your website for both desktop and mobile users can ensure that your website ranks higher in search engine results pages (SERPs).

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What Should I Do About Mobile-First Indexing?

What Should I Do About Mobile First Indexing

Here are some tips on how to go about mobile-first indexing for your site:

  1. Make sure Googlebot can access and render your content.
  2. Ensure that the primary content on your desktop and mobile versions is the same.
  3. Optimise images, as large images can slow down a site.
  4. Minify code by removing all unnecessary characters from HTML, JavaScript, and CSS files.
  5. Analyse Google crawling and errors to ensure your site is indexed correctly on mobile devices.
  6. Use a responsive web design so that your website looks great no matter what device it’s viewed on.
  7. Optimise page speed for mobile devices by compressing images, using caching techniques, and reducing redirects where possible.
  8. Monitor the performance of your website on mobile devices with tools like Google Search Console or PageSpeed Insights to identify any issues that need addressing quickly.

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Best Practices to Improve Performance In Google’s Mobile-First Index

Here are some mobile-first indexing best practices:

  1. Mobile Responsiveness: Make sure your website is designed for mobile devices and displays properly on all types of screens. This includes ensuring that the text size and spacing are appropriate, images load quickly, and navigation menus are easy to use.
  2. Page Speed: Page speed is an important factor in mobile-first indexing, as it affects the user experience on a smartphone device. Optimise page loading times by compressing images and minifying code where possible.
  3. Structured Data: Structured data helps search engines understand the content of your web pages better, which can help with ranking in mobile-first indexing. Use schema markup to add structured data to your pages, making it easier for search engines to crawl and understand.
  4. Content Quality: Content quality is essential for ranking in any search engine optimisation (SEO), but especially so when it comes to mobile-first indexing. Ensure your content is well-written, relevant, and up-to-date with the latest information about your topic or industry.
  5. Link Building: Link building is still another essential factor in SEO when it comes to mobile-first indexing. Focus on building high-quality links from reputable sources that will help boost your website’s visibility in search engine results pages (SERPs).

Managing Different Versions

Managing different versions of a website is an important part of mobile first indexing. One way to manage different versions of a website is through responsive design. Responsive design allows websites to adjust their layout and content based on the size and type of device used.

This ensures that all users have access to the same content regardless of their device. Responsive design can also improve search engine rankings by optimising all pages for desktop and mobile devices.

Another way to manage different versions of a website is through dynamic serving. Dynamic serving allows websites to serve different HTML codes depending on the user’s device type or browser type. This allows for optimisation for specific kinds of devices or browsers.

Managing different versions of a website can also be done through separate URLs. Separate URLs allow websites to serve different content depending on the user’s device type without having to create multiple versions of each page. This method allows for more flexibility in optimisation but can also lead to duplicate content issues if not appropriately managed.

Dealing With Mobile Errors

Unfortunately, many websites have errors that can affect their performance on mobile devices and thus impact their rankings. Following the above steps should be the first thing to try if faced with mobile errors. However, for further issues, here are some tips for dealing with mobile errors and improving your mobile-first indexing:

  1. Check Your Site Speed: Site speed is essential for ranking well in search engine results pages (SERPs). Ensure you’re testing your site speed regularly and taking steps to reduce page loading times if necessary.
  2. Follow the Better Ads Standard: When displaying ads on mobile devices, make sure you’re following the Better Ads Standard set out by Google to ensure a good user experience.
  3. Test Your Site Regularly: Make sure you’re regularly testing your site across different devices and browsers. This way, you can identify any potential issues impacting its performance on mobile devices.

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Google’s Changelog On Mobile-First Indexing

Google has been working on mobile-first indexing for some time, and the switch to mobile-first indexing is finally happening. Since September 2020, Google has gradually switched to mobile-first indexing for all websites. This means websites will be crawled, indexed, and ranked based on ranking factors collected from mobile versions.

For those who have published their website after July 1st 2019, mobile-first indexing is enabled by default. In March 2021, Google rolled out a 100% mobile-first indexing update meaning desktop websites are now ignored.

10 Things You Need To Know About Mobile-First Indexing

10 Things You Need To Know About Mobile First Indexing
  1. Checking your site: It is important to check if it is on mobile-first indexing, as you can’t opt out of it. You can use Google Search Console to check if your website has been enabled for mobile-first indexing. If your mobile site has less content than your desktop site, consider updating your mobile site.
  2. Choices regarding mobile-first indexing: There are a few different choices for mobile-first indexing, such as switching to a responsive web design site, using dynamic serving or separate URLs for desktop and mobile versions of the same content.
  3. AMP (Accelerated Mobile Pages): AMP is an open-source initiative that enables web pages to load quickly on mobile devices. It does this by providing stripped-down HTML code that browsers can interpret and display quickly.
  4. Testing Your Site’s Mobile-Friendliness: It is important to test your website’s mobile-friendliness regularly to ensure that it meets Google’s criteria for indexing in the mobile-first index. You can use Google’s Mobile-Friendly Test tool or other third-party tools like Lighthouse or PageSpeed Insights.
  5. Experience across devices: Website owners must ensure that their websites provide a consistent experience across all devices, including desktop, tablet and mobile devices. This includes ensuring that all content is optimised for each device type and that the user experience remains consistent regardless of the device used.
  6. Google Gives Advice: Google provides advice on optimising websites for the mobile-first index via its Search Central blog. Other resources include its Webmaster Guidelines page outlining best practices for optimising websites for search engine visibility.
  7. Mobile-friendly features: Website owners should consider implementing features like larger font sizes, larger buttons and clickable elements. These, along with faster loading times and easier navigation, make their websites more user-friendly on mobile devices. Using the same headings on the mobile and desktop sites is better.
  8. Page Speed Is Hugely Important: Page speed plays a vital role in how well a website performs in the search engine results pages (SERPs). Websites should be optimised for desktop and mobile devices to ensure they load quickly on both platforms. Check your mobile version of the website through Google PageSpeed Insights.
  9. Handling Separate Mobile and Desktop Sites: If you have separate sites for desktop and mobile users, you need to ensure they are properly linked. This ensures that search engines can crawl them correctly and serve up the correct version of your website, depending on the device being used by the user.
  10. Mobile-first indexing is an ongoing process: As technology advances, so do Google’s algorithms, meaning website owners must stay updated with new developments to remain competitive in SERPs rankings. It is beneficial for website owners to regularly review their websites’ performance against competitors to identify areas for improvement.

Common Questions About Mobile-First Indexing

Is mobile-first indexing adding mobile pages to a separate mobile index?

Forget the notion that mobile-first indexing creates a distinct mobile index. It merely indicates that Google uses the portable version of your website for both ranking and indexing. Although, if any desktop content is missing from this adaptation, its presence may still be considered by Google.

Is the mobile-first index live and affecting my site now? If not, when does it go live?

Yes, since 2018, Google has been gradually rolling out the mobile-first indexing update – and it’s now making a real impact on sites.

Will Google only use my mobile site to determine my rankings?

Mobile-first indexing signals that Google mostly consults the mobile version of your website to determine rankings, crawl and index it. They might, however, still draw upon desktop content when necessary if the equivalent is not available on the mobile platform.

How does Google weigh the desktop site to determine rankings vs. the mobile site?

Google’s algorithm is incredibly sophisticated and factors in content, user experience, and technical SEO to calculate rankings. The importance of desktop sites versus mobile ones may shift depending on a search query or individual user context.

What if I don’t have a mobile version of my site?

Missing out on mobile traffic may be unavoidable if you neglect to create a mobile version of your website. Despite this, Google will still index and rank your desktop site regardless; however, likely, it won’t perform as well in terms of ranking for mobile search results.

What could happen to sites with a large desktop site and a small mobile site? Will content on your desktop site that does not appear on the mobile version be indexed and appear for desktop searches?

Suppose your website has a large desktop footprint with limited content on its mobile version. In that case, you can still achieve decent rankings. The content that only appears on the desktop site will be indexed and included in Google’s search results for desktop searches. Consequently, ensuring your mobile page offers an excellent user experience while retaining important information from both mobile and desktop versions of your website is essential.

How does this change ranking factors and SEO strategy going forward?

With mobile-first indexing making its debut, website ranking factors and SEO strategies must be reinvented. Mobile optimisation, page speed performance on small screens, and overall user experience have become prime determinants in boosting rankings – more so than ever before.

Is there a difference between how responsive sites and separate mobile sites are treated?

Responsive and separate mobile sites are treated differently regarding URL structure and content. Responsive sites use the same URL and content for desktop and mobile devices. In contrast, separate mobile sites may have different mobile URLs and content.

Will this change how I should serve ads/content/etc. on my mobile site?

Mobile-first indexing does not alter how you serve ads/content on your mobile website. Yet, ensuring that they are optimised for the platform and do not slow down loading speeds is essential. Since Google doesn’t like slow-loading pages, any ads on your mobile site can heavily impact mobile rankings.

Does this change how I use rel=canonical/switchboard tags?

Although mobile-first indexing won’t alter how you use rel=canonical/switchboard tags, ensuring these are set up correctly and geared towards the relevant URLs is essential.


Mobile-first indexing is a significant shift in how Google indexes and ranks websites. With most internet traffic now coming from mobile devices, ensuring that your website provides a seamless user experience on all devices is more critical than ever.

By following best practices such as using responsive web design, optimising site speed, and providing high-quality mobile content, you can improve your website’s visibility in mobile search results and attract more mobile traffic. While mobile-first indexing may require some adjustments to your SEO strategy, it ultimately presents an opportunity to enhance the user experience and reach a wider audience.

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