SEO in 2016: Mobile Trends #DigitaleRosa

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How to make the most out of mobile search opportunities in 2016? Check out these tips!

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SEO in 2016: Mobile Trends #DigitaleRosa

  1. 1. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti SEO IN 2016 
 MAKING THE MOST OUT OF THE MOBILE OPPORTUNITY
  2. 2. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA SOLIS Hi #DigitaleRosa @ALEYDA I SHARE #seotrends2016 at #digitalerosa in rimini by @aleyda from @orainti
  3. 3. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti In 2016 Google’s organic search results are (almost) not like this anymore…
  4. 4. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti But like this! Multi-device, multi-platform, with snippets… SNIPPETS CARROUSELS MULTIDEVICE MAPS ANSWERS + KNOWLEDGE GRAPH
  5. 5. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti https://getstat.com/blog/featured-snippets/ in a growing number of SERPs
  6. 6. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti With more searches happening in mobile than desktop…
  7. 7. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Google is continuously evolving, even using a machine learning artificial intelligence system to provide more relevant search results.
  8. 8. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Sometimes very clever ones ;)
  9. 9. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And although there are many trends and opportunities… The ones revolving mobile are HUGE, so let’s focus on them today!
  10. 10. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Let’s focus on solving those issues directly related to the one causing the biggest conversion problems
  11. 11. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Starting with those related to targeting the right queries and offering the relevant mobile content & functionality
  12. 12. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Verify which queries are providing more impressions from mobile vs. desktop but with worse CTR… Google Search Console
  13. 13. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Expand with the queries that your competitors & industry leaders are targeting with mobile that you still aren’t Sistrix
  14. 14. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Identify & target those mobile queries patterns with a growing search trend with your mobile content & functionality
  15. 15. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Leverage also your app related searches from your Web and create landing pages that target them keywordtool.io NO
  16. 16. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Like this! YES
  17. 17. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Validate the SERPs for your top identified mobile queries to also check on the existence of functionalities to leverage in the optimization process App Indexing Maps Results AMP News Carousels App Packs
  18. 18. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Use Google’s Chrome Mobile Emulator & RankTank Mobile Friendly Site Test SERP Tool to do it https://www.ranktank.org/mobile-friendly-serp-testing-tool/
  19. 19. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti What if you identify that your mobile queries are highly specific and different to your desktop ones? A dynamic or parallel mobile might be better RESPONSIVE DYNAMIC PUBLISHING PARALLEL MOBILE VERSION https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
  20. 20. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Like this you’ll be able to provide a highly targeted mobile experience & information!
  21. 21. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti … and beyond targeting and featuring the right content: Which other optimization actions you should prioritize?
  22. 22. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti GOOGLE SEARCH CONSOLE Identify which are the pages with more mobile visibility that have lower CTR & Rankings
  23. 23. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti GOOGLE ANALYTICS Which of the pages with highest mobile traffic have higher bounce rate & lower conversion rate?
  24. 24. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Export them and use URLProfiler to verify for all of these pages their mobile friendliness & speed performance URLPROFILER
  25. 25. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti You’ll be able to target those pages with highest mobile impact that have most important mobile & speed issues mobile optimization mobile speed
  26. 26. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And easily verify which are those resources causing issues in each one of them webpagetest.org
  27. 27. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Do you have a news site or blog? Then AMP will also help to not only improve your performance but also search results visibility https://firebase.google.com/docs/app-indexing/#implementation_path
  28. 28. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti You create a simpler & highly “optimized” Web structure under /amp/ that will be delivered although is canonicalized
  29. 29. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti It might be initially tricky to implement because of the need of structured data and resources declaration compliance. Use these tools to verify! https://www.ampproject.org/docs/guides/validate.html
  30. 30. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And to install with Wordpress check out these plugins!
  31. 31. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti If you have an app, you should also refer directly to your Mobile app presence from your results with app indexing http://googlewebmastercentral.blogspot.com/2015/04/ drive-app-installs-through-app-indexing.html
  32. 32. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Establish an association between your app & Web and verify & monitor the app indexation implementation with the search preview & GSC
  33. 33. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And generate more visits & installs of your app from mobile search results
  34. 34. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti … without forgetting to continue referring from your Mobile Web with app banners (avoiding interstitials) https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/ SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html NO YES
  35. 35. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti By implementing all these, you’ll be able to profit from todays’ mobile search opportunities & trends Mobile Web validation Mobile Web performance AMP Mobile Content App Indexing App Landing Pages Structured Data
  36. 36. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Improving not only your mobile visibility & traffic… but conversions
  37. 37. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Thank you! Questions

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