Download - Mobile SEO - SMX London 2015 - Adam Whittles
MAY 21,2015
What SEO’s Need To Know About Mobile
Adam Whittles
SEO Director, Maxus UK
@AdamWhittles
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Adam Whittles
SEO Director @ Maxus UK
@AdamWhittles
linkedin.com/in/adamwhittles
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Source: IMRG and Capgemini’s Quarterly Benchmark 2015
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“36% of mobile web search results vary from desktop, with 23% showing pages from completely different sites”
Data provided by SearchMetrics from their 2014 US Google Ranking Factors Study
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The Fold
789
789
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GooglebotMobile
Crawling Errors
Changes in Mobile Rankings
201420132012
Mobile Results & Test Tool
PageSpeed Insights
Indexing Android
Apps
Mobile Usability
2015
Usability Warnings
Mobile Search Queries Stats
Warnings for Flash
Sites
Faulty Redirects
2011
Mobile-friendly Update
Timeline of Google Mobile Events
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2015
Mobile-friendly Update
April 21st 2015
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#MOBILEGEDDON
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#MOBILEPOCALYPSE
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Choosing a mobile setupResponsive Separate URLs Dynamic Serving
• ALL devices• 1 URL• Same Content/HTML• Use CSS to render pages
• Separate Mobile & Desktop URLs example.com/m/ m.example.com• Different HTML
• All devices • 1 URL• different HTML (and CSS) depending
on user agent (desktop or mobile device)
Pros
• 1 URL• Easier to maintain• Link Consolidation• No Redirects > Reduce Loading Time• Recommended By Google (saves
resources, pages crawled once)
• Better Mobile Experience• Faster• Dedicated Mobile Content• Easier Implementation
• 1 URL• Link Consolidation• Capacity for different mobile content
Cons
• Slower• All content is downloaded whether it is
used or not. This can be problematic for image intensive websites
• Same Mobile/Desktop Content
• Link Equity Dilution• Higher Cost to maintain• Crawled Multiple Times with
different user agents
• Slower • Higher Cost to maintain• Old Redirect Lists• Complex technical implementation• Crawled Multiple Times
SEO
• Check Google Webmaster Tools Crawl Errors for Redirect & 404 Errors
• Check Page Load Time for Mobile and Desktop
• Allow Search Engines to crawl all assets (CSS, Images, JS)
• Redirect Mobile Users and Bots to the mobile site
• Test Desktop Site for Redirects & 404 Errors
• Add Rel=Alternate to desktop and rel=Canonical to mobile site
• XML Mobile Sitemaps
• Use user-agent vary header to help search bots to find your mobile content
• Test for Vary: User-Agent HTTP Header
Source (modified): John Shehata, Executive Director of Search at ABC News
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Just because Google strongly recommends using responsive
design doesn’t mean you should automatically choose responsive
design for your site
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Bad Use of Responsive Web Design: Disney.co.uk
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Questions to consider when deciding which mobile setup to use
1. How much budget do you have?2. How much engineering/technical resource do you have available?3. Do users interact differently between your mobile and desktop sites?4. Do you need a fast website based on your target audience search
behaviour?5. Is your content designed for sharing?6. Do you use a CDN to speed up content delivery?7. Does your content rely heavily on images or picture galleries?
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Source: BrightEdge
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Non-mobile friendly URL in mobile search. Desktop homepage is missing the rel=“alternate” tag
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Crawl your site using Googlebot’s mobile User Agent
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Or…Mobile-friendly Checker (Chrome Extension) Bulk Mobile-friendly checker (urlitor.com/mobile)
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