Mobile SEO GeekOut
CINDY KRUM
MOBILEMOXIE
MOZCON 2014
Mobile
Stuff!
Mobile Out-Pacing Desktop
Expand Your Appeal
BS Stats on Mobile & Apps
Your Smartphone is
OBVIOUSLY not
making you
smarter!!!
How Are Mobile Rankings Different?
Less Room Above the Fold
2 2
How Are Mobile Rankings Different?
Expandable Sub-Links
How Are Mobile Rankings Different?
PPC has More Impact on SERP
How Are Mobile Rankings Different?
More Universals (Esp. Images)
How Are Mobile Rankings Different?
More Local Influence
How Are Mobile Rankings Different?
Some Mobile & Skip-Redirect Links
How Are Mobile Rankings Different?
More Knowledge Graph
Activity
Trusted
Sources
How Are Mobile Rankings Different?
Micro-Formats More Important
What About Tablets?
What About Tablets?
How is Mobile SEO Different?
Mobile SEO Ranking Factors
MULTIPLE URL MOBILE
75%
10%
10%
5%
Impact On Rankings
Relationship to
Desktop
Schema & Markup
P...
The Secret Under-Belly of Mobile SEO
◦Crawler Confusion
◦Inefficient Crawls
◦Additional Domain Errors
◦Problematic Indexing
The Secret Under-Belly of Mobile SEO
◦Less About Rankings
(per se)
◦More About Successful
Traffic & Interaction
mDot Site SEO
‘m.’ and ‘www.’
Urls with User-
Agent Detection
& Redirection and
Bi-Directional
Annotation
mDot Site SEO
Desktop Pages:
Rel=Alternate to the
Mobile Pages
Mobile Pages:
Rel=Canonical to the
Mobile Pages
Selective Serving Site SEO
One Url With 2
or More HTML
Page Variations,
Sent by the
Server
Responsive Design Site SEO
One Url with
Multiple
Styling
Options
Based on
Screen Width
The Low-Down on Mobilization Platforms
The Low-Down on Mobilization Platforms
Google Likes Responsive
Google Likes Responsive
Google Likes Responsive
Here is the Problem
Responsive Design Tends to be Slow
But….
Google Prefers
Responsive Design
But…
Google Prefers Fast
Mobile Pages
Slow is Always Bad in Mobile
Hurts
Crawl
Efficiency
Fewer
Pages are
Indexed
Slows
the
Crawler
High Mobile
Bounces
High Sit...
Knowing When to Choose Responsive
Easier Harder
So How Do you
Minimize Page Speed?
Design for Mobile First
Remove Unnecessary Code
Tool: Google PageSpeed Chrome Plugin
Minimize File Size – CSS, HTML, JS
Compress
Minimize File Size – Images
Winner!Winner!
Consolidate Round Trip Requests
Optimize Load Order
1. Inline JS and CSS for
above the fold content
2. External CSS Calls
3. External JS Calls
4. Defer or...
Set Up HTTP Headers Correctly
◦Proxy & Browser
Caching
◦Varies: User-Agent
Browser & Proxie Caching
BROWSER CACHING
PROXY CACHING
Understanding Varies: User-Agent
• Great for ALL Sites with
Mobile Content
• Impacts CDN Caching
Multiple Urls
Redirection...
Optimizing UX
Optimizing UX
Single Page Mobile
Site Architecture?
OMG – it’s like a
Flash site back in
The Day! Maybe
that guy can help!
Maximizing Social
Maximizing Social
Hummingbird & Voice Search
oGoogle Has been Investing
in Voice Search for Years
oGoogle believes people
search for answers...
Schema, Knowledge Graph & Entity Search
Importance of Google Now
oLocation Relevant
& Synced Cross
Device
oCombs Searches,
Social, Calendar &
Email to Anticipate
...
Wearables Are Mobile Too
Mobile SEO Geekout: Learn what to do and how to plan for mobile search
Mobile SEO Geekout: Learn what to do and how to plan for mobile search
Mobile SEO Geekout: Learn what to do and how to plan for mobile search
Mobile SEO Geekout: Learn what to do and how to plan for mobile search
Mobile SEO Geekout: Learn what to do and how to plan for mobile search
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Mobile SEO Geekout: Learn what to do and how to plan for mobile search

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This presentation outlines what you need to know to achieve mobile SEO success - Ranking well and Driving successful Google mobile traffic for phones and tablets. Cindy Krum, CEO of MobileMoxie originally presented this at #MozCon 2014 in front of an audience of 1,300 peers.

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  • http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-to-mobile-search-adds-cross-platform-notifications/
  • http://www.emarketer.com/Article/Desktop-Search-Decline-14-Billion-Google-Users-Shift-Mobile/1010668
  • ComScore UK 2013
  • Show Desktop Results
    Ranks can Differ from Mobile and Desktop
    No Skip-Redirect
  • Show Desktop Results
    Ranks can Differ from Mobile and Desktop
    No Skip-Redirect
  • Rel=canonical and Rel=alternate
    Skip Redirect

    Rankings are Mostly Based on:
    Desktop Page SEO
    Proper User-Agent Te
    Affiliation of Mobile Pages with Desktop Pages

  • Rel=canonical and Rel=alternate
    Skip Redirect

    Rankings are Mostly Based on:
    Desktop Page SEO
    Proper User-Agent Te
    Affiliation of Mobile Pages with Desktop Pages

  • Mobile SEO Geekout: Learn what to do and how to plan for mobile search

    1. 1. Mobile SEO GeekOut CINDY KRUM MOBILEMOXIE MOZCON 2014
    2. 2. Mobile Stuff!
    3. 3. Mobile Out-Pacing Desktop
    4. 4. Expand Your Appeal
    5. 5. BS Stats on Mobile & Apps Your Smartphone is OBVIOUSLY not making you smarter!!!
    6. 6. How Are Mobile Rankings Different? Less Room Above the Fold 2 2
    7. 7. How Are Mobile Rankings Different? Expandable Sub-Links
    8. 8. How Are Mobile Rankings Different? PPC has More Impact on SERP
    9. 9. How Are Mobile Rankings Different? More Universals (Esp. Images)
    10. 10. How Are Mobile Rankings Different? More Local Influence
    11. 11. How Are Mobile Rankings Different? Some Mobile & Skip-Redirect Links
    12. 12. How Are Mobile Rankings Different? More Knowledge Graph Activity Trusted Sources
    13. 13. How Are Mobile Rankings Different? Micro-Formats More Important
    14. 14. What About Tablets?
    15. 15. What About Tablets?
    16. 16. How is Mobile SEO Different?
    17. 17. Mobile SEO Ranking Factors MULTIPLE URL MOBILE 75% 10% 10% 5% Impact On Rankings Relationship to Desktop Schema & Markup Page Speed Other SINGLE URL MOBILE 75% 10% 10% 5% Impact On Ranking Normal Stuff Schema & Markup Page Speed Other
    18. 18. The Secret Under-Belly of Mobile SEO ◦Crawler Confusion ◦Inefficient Crawls ◦Additional Domain Errors ◦Problematic Indexing
    19. 19. The Secret Under-Belly of Mobile SEO ◦Less About Rankings (per se) ◦More About Successful Traffic & Interaction
    20. 20. mDot Site SEO ‘m.’ and ‘www.’ Urls with User- Agent Detection & Redirection and Bi-Directional Annotation
    21. 21. mDot Site SEO Desktop Pages: Rel=Alternate to the Mobile Pages Mobile Pages: Rel=Canonical to the Mobile Pages
    22. 22. Selective Serving Site SEO One Url With 2 or More HTML Page Variations, Sent by the Server
    23. 23. Responsive Design Site SEO One Url with Multiple Styling Options Based on Screen Width
    24. 24. The Low-Down on Mobilization Platforms
    25. 25. The Low-Down on Mobilization Platforms
    26. 26. Google Likes Responsive
    27. 27. Google Likes Responsive
    28. 28. Google Likes Responsive
    29. 29. Here is the Problem
    30. 30. Responsive Design Tends to be Slow But…. Google Prefers Responsive Design But… Google Prefers Fast Mobile Pages
    31. 31. Slow is Always Bad in Mobile Hurts Crawl Efficiency Fewer Pages are Indexed Slows the Crawler High Mobile Bounces High Site Abandonment Hurts UX
    32. 32. Knowing When to Choose Responsive Easier Harder
    33. 33. So How Do you Minimize Page Speed?
    34. 34. Design for Mobile First
    35. 35. Remove Unnecessary Code Tool: Google PageSpeed Chrome Plugin
    36. 36. Minimize File Size – CSS, HTML, JS Compress
    37. 37. Minimize File Size – Images Winner!Winner!
    38. 38. Consolidate Round Trip Requests
    39. 39. Optimize Load Order 1. Inline JS and CSS for above the fold content 2. External CSS Calls 3. External JS Calls 4. Defer or asynchronously load JS content below the fold
    40. 40. Set Up HTTP Headers Correctly ◦Proxy & Browser Caching ◦Varies: User-Agent
    41. 41. Browser & Proxie Caching BROWSER CACHING PROXY CACHING
    42. 42. Understanding Varies: User-Agent • Great for ALL Sites with Mobile Content • Impacts CDN Caching Multiple Urls Redirection to ‘m.’ Bi-Directional Annotation One Url Responsive Design Selective Serving HTTP Header ‘varies: user-agent’’
    43. 43. Optimizing UX
    44. 44. Optimizing UX Single Page Mobile Site Architecture? OMG – it’s like a Flash site back in The Day! Maybe that guy can help!
    45. 45. Maximizing Social
    46. 46. Maximizing Social
    47. 47. Hummingbird & Voice Search oGoogle Has been Investing in Voice Search for Years oGoogle believes people search for answers – not Websites. oVoice Search Enables More Searches & More Devices
    48. 48. Schema, Knowledge Graph & Entity Search
    49. 49. Importance of Google Now oLocation Relevant & Synced Cross Device oCombs Searches, Social, Calendar & Email to Anticipate Needs
    50. 50. Wearables Are Mobile Too
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