mobile first seo the marketer edition

Mobile-First SEO

#mobilefirstseo at #3xedigital by @aleyda from @orainti

The Marketers Edition

I’m Aleyda Solis


ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO

BITLY.COM/LIBROSEOALEYDA

I PublishI Share


I’m Aleyda Solis

http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/

http://BITLY.COM/LIBROSEOALEYDA

I Blog I Speak I’m Featured


I’m Aleyda Solis

I help companies to connect with them


Search is now mostly mobile driven


http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

And will also become mobile-based with the upcoming Google Mobile-First Index


https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527

https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527

Ranking signals will come from your mobile Web presence and not Desktop


http://searchengineland.com/faq-google-mobile-first-index-262751


And at some point Google will switch to a Mobile-Only Index




Mobile can already provide these visibility & traffic results


This Revenue


However most Websites have an issue converting with it


http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016

http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016

Due to clear challenges with Mobile Optimization


https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html

https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html

I bet this is not a surprise ;)


https://twitter.com/Oatmeal/status/810905426132799488

https://twitter.com/Oatmeal/status/810905426132799488

It happens in Ireland too


https://www.consumerbarometer.com/

https://www.consumerbarometer.com/

Let’s fix this with a Mobile-First SEO Process



How is your Mobile Targeted

Content performing?

How Mobile users & search crawlers see

your content?

How your audience search

using mobile devices?

Which queries are your visitors using to search for your top services on mobile?


Google Search Console

https://www.thinkwithgoogle.com/research-studies/micromoments-guide-pdf-download.html

How do these differentiate from the ones searched from desktop devices?


Are you already effectively targeting them with your content?



SimilarWeb

Verify your competitors mobile traffic & organic search share

http://Sistrix

Are the same mobile queries bringing visibility to them?


Sistrix

http://Sistrix

Compare to identify opportunities


Expand them taking conversational queries into consideration


http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917

http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917

For product inspiration & comparison, discovering brands, looking for opinions…


KWFinder

http://KWFinder


Look for intent, context & immediacy

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/



Content performing?


your content?




It’s critical to have a Mobile Web version. There are 3 main alternatives.

https://developers.google.com/webmasters/mobile-sites/mobile-seo/

Responsive Web Design Dynamic Serving Independent Mobile Site



The 3 have do’s & dont’s

Responsive Web Design Dynamic Serving Independent Mobile Site

Don’t block images, css & js resources.

Include the Vary: User-Agent HTTP header

Identify & serve the relevant Web version to the right user agent

Implement Rel alternate & canonical Tags between mobile & desktop URLs.

Implement 301-redirects between mobile &

desktop to refer the user agent to the relevant Web version


Also pros & cons! Choose based on the identified audience behavior, business & tech requirements

https://www.thinkwithgoogle.com/articles/building-websites-multi-screen-consumer.html

https://www.thinkwithgoogle.com/articles/building-websites-multi-screen-consumer.html


This configuration doesn’t need to change with the mobile first index too




Aren’t you sure that yours is really mobile friendly?




Verify for yourself by using Chrome’s DevTools Device Mode

bit.ly/chromedevicemode

http://bit.ly/chromedevicemode


Look also for already identified issues in the GSC Mobile Usability report


Double check for problems with Google’s Mobile-Friendly Test

https://search.google.com/search-console/mobile-friendly



Be mindful of blocked resources issues &false-positives on optimization status too


Simulate Googlebot for Smartphones and crawl your site w/ JS rendering

Screaming Frog



Verify if the mobile crawler sees the same than a user when accessing your site pages


See if there are blocked pages or resources that need to be accessed


Check if there are faulty redirects, canonicalization issues & errors to fix


http://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874

It’s also critical to make sure your mobile site version loads really fast

http://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874


Identify the load times of your top pages directly in Google Analytics


Use Chrome’s DevTools Network & Audits to emulate & see the resources are causing the delay


Double-Verify and prioritize with Google’s PageSpeed Insights Tool

https://developers.google.com/speed/pagespeed/insights/

https://developers.google.com/speed/pagespeed/insights/

What about implementing AMP to improve your speed issues?


searchengineland.com/amp-top-stories-now-live-243314

http://searchengineland.com/amp-top-stories-now-live-243314


Mobile Responsive Non-AMP Mobile AMP

To deliver a faster & safer Mobile Web experience, even if you already have a mobile Web version


It’s now a requirement to be included in the news carousel and can provide extra visibility

AMP article rich resultsCan be free-standing in the results

page, or embedded in a carousel of similar result types. All AMP article

rich results are also rich results.

AMP non-rich resultsA basic, non-graphical search result

pointing to the AMP page.


The additional organic search visibility & traffic can be impressive


Be careful showing what can be a over-simplified mobile AMP experience when using plugins though

Mobile Responsive Non-AMP Mobile AMP

<>


This can end-up boosting visibility but lowering your engagement


Mobile Non-AMP Mobile AMP

=

The goal is to provide the most consistent user experience through your “extended” AMP pages


Usually when you’re in one of these scenarios

You’re in the media, news

industry or have a blog

Your current mobile page speed

sucks

You can personalize

AMP to have a similar UX &

functionality than your current

site

You ideally don’t have an

independent mobile version


Verify that your content type & functionality are AMP supported

https://www.ampproject.org/es/roadmap/

https://www.ampproject.org/docs/reference/components

https://www.ampproject.org/es/roadmap/

https://www.ampproject.org/docs/reference/components


Follow OnPage’s AMP Checklistfor a correct implementation

https://en.onpage.org/knowledge-base/tutorials/amp/

https://en.onpage.org/knowledge-base/tutorials/amp/


If you use a CMS like Wordpress, use existing plugins to facilitate the configuration

https://wordpress.org/plugins-wp/amp/ https://wordpress.org/plugins-

wp/glue-for-yoast-seo-amp/

https://wordpress.org/plugins-wp/amp/

https://wordpress.org/plugins-wp/glue-for-yoast-seo-amp/


Monitor potential errors in the GSC AMP Report


Prioritize to fix “critical” issues affecting most & more important pages


It can be a rollercoaster, although one with a positive trend if critical errors are handled


Boosting your mobile search visibility


Check out my AMP presentationfor more tools, examples & scenarios

http://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus

http://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus


Your Mobile content should be optimized too




https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

It’s critical to facilitate its access avoiding interstitials & pop-ups

https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html


Don’t do this


You can use app banners instead

https://developer.android.com/distribute/users/banners.html

https://developer.android.com/distribute/users/banners.html


Use GSC to check how Google render your key pages content on both mobile & desktop

Desktop Mobile


Verify if your mobile crawled content is also correctly rendered


If there are empty, non-relevant, duplicated key content elements


Be mindful of adding the relevant structured data to markup your mobile content

http://www.thesempost.com/details-googles-mobile-first-indexing-change/#Structured_Data

http://www.thesempost.com/details-googles-mobile-first-indexing-change/#Structured_Data


Use Schema.org with Json-LD to specify the meaning of the supported information

https://developers.google.com/search/docs/guides/mark-up-content

https://developers.google.com/search/docs/guides/mark-up-content


We can additionally obtain extra visibility in mobile SERPs with Rich Snippets & Cards


Identify more opportunities to generate featured snippets by analyzing your competitors

semrush

https://webmasters.googleblog.com/2016/11/rich-cards-expands-to-more-verticals.html


You can directly test their implementation using the Structured Data Testing Tool


As well as verify how they will look in mobile search results


To make the most out of them and maximize your mobile search CTR



Content performing?


your content?



Identify which of the targeted queries are bringing you the highest rankings, traffic & revenue


SEOmonitor

https://wordpress.org/plugins-wp/glue-for-yoast-seo-amp/

If the right pages are being ranked & attracting traffic & conversions for their relevant queries


Look for gaps between mobile & desktop ranked pages & queries to refine & expand


And always identify more mobile opportunities in an optimized environment to drive this growth :)


Thanks! Questions?


mobile first seo the marketer edition

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