Google has consistently shown that users want to stay within the range of results, or at least click on ads instead of organic lists-after all, they're businesses. This is amplified on mobile devices. On mobile devices, paid ads, knowledge graphs, shopping feeds, rich snippets and more dominate the top valuable real estate. But in the end, Google understands that mobile users dominate the market, and providing results that provide a seamless mobile experience is essential to the continued growth of search engines. To keep them at the top, Google needs to provide mobile audiences with the best possible search results and search experiences.
Released by Jumpshot by Rand Fishkin in 2018, some very interesting data interpreted emphasized the impact of mobile growth having had rates from organic click-through SERPs. In the graph below, you can see how much Cork E-Bikes Zone mobile CTR has declined over the last two years. This shows that sites are becoming more and more difficult to get clicks on mobile. Rand suggests that this is partly because Google is working hard to become a much more "answer engine" than a "search results list." The survey also found that mobile searches increased significantly and clicks went to zero. That is, Google resolves the query in the results.
What does this mean for SEO?
Simply put, if your site isn't mobile-friendly, your SEO efforts can fail prematurely. Digital marketing strategies need to include building mobile-friendly sites or improving current sites to improve mobile performance. There are several ways to do this. The recommended method is to create a "responsive" site that can change the way pages are served, depending on the device used to access the page. In a world of ever-changing device sizes and formats, this is an obvious choice for longevity.