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Hi Aidan,
Then there are the huge volume of mobile phone searchers who simply want a phone number or address…

A phone number should be on every page. Five seconds from landing, the searcher should be gone and phoning you. One page, 100% bounce and low session duration are good site quality signals for these search phrases.

It is totally illogical to use session duration, bounce rates and pageviews to indicate any sort of search result quality in this smartphone search era. If a SE did use them, mobile site accesses would cause web pages to drop in ranking results.

If they are going to be consistent, the “engagement is a ranking factor” believers should be barring access to their sites by mobile phone users.

Here is what Google has shared with us…


Mobile has forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.”