five secrets to unlocking mobile seo success
DESCRIPTION
The rules for succeeding in mobile search are different than search engine success on the traditional desktop. Today’s smartphones and tablets offer less physical real estate to make your pitch. Responsiveness of the mobile web (or lack thereof) may leaving impatient searchers wanting more. Meanwhile, Google has changed the guidelines for how mobile web pages are ranked. If you’re not paying attention, you’re likely out of compliance and your mobile audience is left out in the cold. In this session, Brian Klais, mobile SEO expert and friendly advisor to online marketers, will lay out five essential steps to make sure your ads appear at the proper time and present a compelling message to entice people to click to your mobile site. Key learnings: -What are the most important factors for mobile content relevancy? -What technical hurdles must be cleared in order to get mobile users to the right destination? -Tips for optimizing page speed on smartphone devices -Mobile search considerations and challenges -Intelligent methods for mobile and app link-building Speaker: Brian Klais Moderator: Michael J. Becker, Managing Partner & CEO NA, mCordis Original Air Date: May 28, 2014TRANSCRIPT
mCordisPutting mobile at the heart of marketing
mC
5 Secrets to UnlockingMobile SEO Success
April 22, 2014
Today’s Speakers
Michael BeckerManaging Partner and North America CEOmCordis, [email protected]@mobiledirect
Brian KlaisFounder, CEOPure Oxygen Labs [email protected]@BrianKlais
Q&A
Don’t forget to Tweet about this session using hashtag: @BrianKlais, @mobiledirect
#mobilesearch
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Google RedefinedSEO in 2013…
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And SEO Became Mobile-Optimized
“…we plan to roll out several ranking changes in
the near future that address sites that are
misconfigured for smartphone users.”
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6% of the Fortune 100 are Ready
http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google
Request a copy of the research at [email protected]
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Key #1: Deliver Relevant Mobile Content
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Key #1: Deliver Relevant Mobile Content
Google supports three configurations:• Responsive design• Dedicated mobile site • Dynamic serving
Each must be optimized:• Mobile sites must be tagged and use proper redirects• Responsive sites must load fast and reduce requests• Dynamically served sites must be tagged and
managed
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What Google says…• Route mobile searchers to
relevant mobile pages• If mobile searcher requests
example.com/article29, redirect to the equivalent mobile page (e.g. m.example.com/article29)
• Do not redirect to the m.example.com homepage
Irrelevant mobile redirect
Key #1: Deliver Relevant Mobile Content
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Key #1: Deliver Relevant Mobile Content
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Key #1: Deliver Relevant Mobile Content
Recommendations:• Understand voice of
customer– AdWords, Analytics,
Search logs• Build content for mobile
customers• Target mobile queries in real
time
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Key #1: Deliver Relevant Mobile Content
• Implement server-side wildcard pattern matching / conditional redirect logic to target top user-agents (eg iPhone, Android, etc.)
• Javascript redirects are less optimal but are supported by Google
• When targeting by user-agent, remember Android tablets and phones both have “Android.” To target phones, match on “Android AND mobile”; to target tablets, match on “Android and not mobile”
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Key #2: Optimize / Fix
Mobile Redirects
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Disclose Conditional Redirects
What Google says…
• Sites that customize mobile experience based on user-agent settings need to make it clear to bots that content varies by user agent
• When your server modifies content or redirects mobile searchers or bots, that page’s “Vary” HTTP header must contain "user agent”
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Mobile Redirect Header Tag
View this mobile redirect header:http://www.pureoxygenmobile.com/view-mobile-redirects/!=http://www.amazon.com/ref=gno_logo
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Err On Side of No Mobile Errors
What Google says …• If a searcher visits a desktop page from a mobile
device, redirect to an equivalent smartphone-friendly URL not a 404 page.
• Make sure the smartphone-friendly page is not an error page.
• If your content is not available in a smartphone-friendly format, serve the desktop page instead.
04/10/2023 18Confidential, Pure Oxygen Labs LLC, 2013
2% of Retailers are Google-Compliant
http://www.pureoxygenmobile.com/research-1-in-5-retailers-serving-up-mobile-search-errors-to-holiday-shoppers/
Request a copy of the research at [email protected]
04/10/2023 19Confidential, Pure Oxygen Labs LLC, 2013
The Penalty for Mobile 404s
?
“GM” Query(September 2013)
“GM” Query(June 2013)
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Diagnosing a Faulty Redirect
Status: 200
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Status: 200
http://www.ford.com/Cars/Mustang/models/…
http://pixel.everesttech.net/2519/cq?ev_sid=3&ev_ln=mustangconvertible&ev_crx=17785702469&ev_mt=b&ev_n=g&ev_ltx=&ev_pl=&ev_pos=1t1&ev_dvc=c&ev_dvm=&url=http://www.ford.com/Cars/Mustang/models/?searchid=61240949|2322886349|11611920
http://m.ford.com/Cars/Mustang/models/…
Diagnosing a Faulty Redirect
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View this mobile redirect header: http://www.pureoxygenmobile.com/view-mobile-redirects/#!=http://www.ford.com/Cars/Mustang/models
Diagnosing a Faulty Redirect
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Key #3: Tag Mobile Pages
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Tag Pages with Canonical Markup
What Google says…• Canonical markup helps make content visible
to bots and searchers• If you have an “m.” mobile site:
– Each desktop page should contain a "rel=alternate" link meta tag that points to the mobile URL
– Each mobile page should contain a "rel=canonical" meta tag that points to the desktop URL
• Alternatively add notation to Sitemaps file• Consider Javascript redirects that match on
link value
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Canonical Link Markup: Just Do It
04/10/2023 26Confidential, Pure Oxygen Labs LLC, 2013
RWD ≠ SEO
What Google says…• Target smartphones via “max-width 640px”
@media queries• Pages should load in <1 second • Average RWD page weighs 2x more than
average “m.” page• Do your media queries apply to all pages - or
just home page?• Take advantage of compression, caching, image
optimization– Free tools:
http://developers.google.com/speed/pagespeed/insights
04/10/2023 27Confidential, Pure Oxygen Labs LLC, 2013
Key #4: Invest in Social
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Socialize Content for SEO
Recommendations:• Google +1’s, Facebook Likes, Pins, Tweets influence
SEO rankings• Share links to new content with followers / fans on
social networks• Insert share buttons to help users socialize
calculators, recipes, tools, on Google+, Facebook, Twitter
Benefits:• Increase engagement and rankings• Requires low effort to implement
Source: Ranking Correlation Study, SearchMetrics.com, July 2013
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Challenge: Incompatible Web/App URLs
m.facebook.com/eastbay
fb://profile/76903097742
Links that route to web URLs force app users to re-enter login credentials or hunt for the app.
This friction reduces engagement.
Linking to an app URL results in errors for web users without the app.
This experience also reduces engagement.
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Solution: Deeplinks
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App Users Bypass Log-In Barriers
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And Get Instant App Access
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Key #5: Promote Apps
Intelligently
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“Customers who have our app make twice as many trips to Walmart and spend 40% more…”
-VP Digital, Walmart
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Promote Apps Intelligently
What Google says: • Avoid promoting app via interstitial
pages • Use a simple banner to promote your
app inline with page content• Promote appropriately based on OS
(e.g. Smart App Banners for Safari) • Or use an HTML image that links to the
correct app store
04/10/2023 37Confidential, Pure Oxygen Labs LLC, 2013
Enable Deeplink Support in Your App
• App URL scheme support – Consistency among iOS and Android– Impacts device targeting requirements– Understand tracking parameter support
• Define a URL strategy– Match web URLs and app URLs– Consider SEO strategies
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Provide “Open the App” Links
What Google says…• Let users choose to open web or app • Add URL scheme support to Android app• Update sitemap or add website code
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Example of Mobile Commerce Deeplinks
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Pure Oxygen Labs: At-a-Glance
Strategic Services• Enterprise Mobile Strategy• Mobile-Search-Social
Optimization• App and QR Marketing
Guidance
Enterprise Solutions• Adaptive URL Technology• Mobile SEO Diagnostic Tools• Analytics, Metrics, Reporting
Unleash the science of search. Boost your mobile performance.
Q&A
Michael BeckerManaging Partner and North America CEOmCordis, [email protected]@mobiledirect
Brian KlaisFounder, CEOPure Oxygen Labs [email protected]@BrianKlais
Upcoming Events
Waterfall and mCordis will be hosting a series of workshops and executive dinners in San Francisco, New York and Chicago in May and June. Please email [email protected] to register for the workshop or request a dinner invite.
Mobile Marketing Fundamentals Workshop – How To Nurture Profitable Customer Relationships Via Mobile Messaging
San Francisco - May 13 (COMPLETE)Workshop 2:00~5:30; Dinner 7:00~9:30
New York - June 4Workshop 2:00~5:30; Dinner 7:00~9:30MXM Meredith805 Third Avenue, 22nd FloorNew York, NY 10022
Chicago - June 17Workshop 2:00~5:30; Dinner 7:00~9:30
RegisterToday and
tell you colleague
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Exclusive Wine Tasting & Networking With Master Sommelier Ron Edwards
When: June 18, 7:00~9:00
Where: Chicago
To request an invitation email us at [email protected].
INVITATION ONLY EVENT!
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Contribute & Get Invovled Today
Professional Qualification in Mobile Marketing
When: July 15~16, 2014
Where: The IDM, Teddington, London
We’re scheduling courses in the U.S. Email us to tell us which cities you’d like us to come to: [email protected]
http://www.theidm.com/qualifications/mobile-marketing/
Get Qualified in Mobile Marketing
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