Google will switch to a mobile 1st index in 2018. This means a HUGE opportunity for anyone in digital. SEO, CRO, UX professionals can drive performance gains for clients by making sure this work is on the schedule NOW!

2. Nichola Stott
Nine Things We’re
Checking for a Mobile
First Index
nicholastott

3. @nicholastott
“experiment over the coming months
…and we’ll ramp up this change
when we’re confident that we have a
great user experience.”
Webmaster Central: Nov. 16

4. Opportunity to Blow Away Competitors
@nicholastott

5. Opportunity to Blow Away Competitors
Site Speed
3G
19 Seconds
Average Load Time
>3 Seconds
53% Abandonment Time
DoubleClick: SEP. 16

6. Make no assumptions
Check sample in device lab
01. Check Mobile Agent/Client Handling
@nicholastott

7. Little to do:
• Behavioural analysis –GA (desktop vs. mobile)
• Commercial analysis
• Speed, UX Content, UX Journey
01. Mobile Handling/Responsive
@nicholastott

8. This is for
you…
01. Mobile /Dynamic/Different
@nicholastott

9. 02. Speed/HTTP2
@nicholastott
HTTP/2

10. @nicholastott
“Multiplexing is a method… by
which multiple HTTP requests can
be sent and responses can be
received asynchronously via a
single TCP connection.”
Multiplexing Tutorial: QNIMATE - Link

11. 02. Speed/HTTP2
@nicholastott
HTTP/1.1
HTTP/2
Head of line – resources
Multiplexed resources
Priority queue – ‘educated’ guess
Prioritised by type & context
Queue held on client
Browser to server
Keep-alive – stated
Keep-alive enabled default

12. 03. Speed/Front-End
@nicholastott
• Image optimisation –
change driver
• Google’s RAIL
framework

13. 03. Speed/Front-End/Image Spriting
@nicholastott
Image spriting - top 5
change-driving performance
improvements

14. 03. Speed/Front-End/SPRITING
@nicholastott
Image spriting HTTP/
1.1 still beat HTTP/2 in
these experiments.
Octo: Dec 15
Link

15. 03. Speed/Front-End
@nicholastott
Google Developers: Link

16. 03. Speed/Front-End/RAIL
@nicholastott
RAIL
Guideline
Response
Response <100ms
Animation
Frame 10ms (scrolling/touch drag)
Idle
• Use to complete deferred work
• Keep pre-load to minimum
Load
Deliver <1000ms

17. 03. Speed/Front-End/RAIL
@nicholastott

18. 04. Tag Handling
@nicholastott
Make no assumptions
Check if different/dynamic

19. @nicholastott
04. Tag Handling
• Free Chrome Extension
• Analyse and fix
• Audit and compare
• Navigate to URL
• Use dev tools to spoof agent

20. @nicholastott
04. Tag Handling/GTM
GTM takes tags out of inline code.
Speed down = site performance up.

21. @nicholastott
05. Structured data

22. @nicholastott
20%
05. Structured data
Of mobile
searches are
voice search
SEL: May 16 Link

23. @nicholastott
05. Structured data
• Be top 3
• Answer on the Page
• structured data for lists,
tables, charts
Get into Featured
Snippets
Featured Snippets :Rob Bucci - STAT
“star wars
cast”
QUERY

24. @nicholastott
06. Service Workers
Seek to solve biggest problem – no connectivity
Replacement to AppCache
Browser runs in background – separate to web page

25. @nicholastott
06. Service Workers
SEE Pierre Far – Mobile SEO Guide: Link

26. @nicholastott
06. Service Workers/More Reading
Service Worker API – W3C Schools
Using Service Workers – Mozilla
Service Workers: An Introduction - Google

27. @nicholastott
07. URL Hierarchy/Ecosystem
Mobile
Desktop AMP
Canonical
AMPAlternate
Don’t Rely on Alternate/Canonical to infer hreflang!

28. @nicholastott
08. Content Experience
9.58%
Higher bounce
rate on mobile
DoubleClick: SEP. 16

29. @nicholastott
08. Content Experience
• Use words efficiently
• Natural language helps voice and scan
• If not mobile first – then mobile smart design

30. @nicholastott
“…needs to provide the user with
journey(s) and functionality to
complete their priority tasks .”
09. Journey Experience
Think With Google

31. 09. Journey Experience
@nicholastott
Simple UX review and scoring system for
top revenue driving landing pages/
templates if wide-range ecommerce

32. Appendix: Ten Things We’re checking
01. Mobile Handling
02. HTTP/2
03. Front End Optimisation
04. Tag Management
05. Structured Data
06. Service Workers
07. URL Hierarchy/Rel
08. Content Experience
09. Journey Experience

33. Armageddon
Lost in Space
Deep Impact
Sphere
Star Trek Insurrection
Appendix: Films of 1998
Thanks for listening: Nichola Stott, theMediaFlow, Opus House Stables, Herriard, +44(0)1256
384890