Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)
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Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)

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Mobile SEO: Let The Games Begin!

Mobile SEO: Let The Games Begin!

Presented by Brian Klais at SES San Francisco, September 19, 2013)

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Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013) Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013) Presentation Transcript

  • San Francisco • September 10–13, 2013 • #SESSF @SESConf Mobile SEO: Let The Games Begin! Brian Klais Pure Oxygen Labs Founder and CEO
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais “Your Free Mobile SEO Trial is Over” “…we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.”
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Fortune 100 Mobile Recap http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais 94% Face Mobile Ranking Risks http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais 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.
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais The Penalty for Mobile 404s ? “GM” Query (September 2013) “GM” Query (June 2013)
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Diagnosing a Faulty Redirect Status: 200
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Diagnosing a Faulty Redirect 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_m t=b&ev_n=g&ev_ltx=&ev_pl=&ev_pos=1t1&ev_dvc=c&e v_dvm=&url=http://www.ford.com/Cars/Mustang/mode ls/?searchid=61240949|2322886349|11611920 http://m.ford.com/Cars/Mustang/models/…
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Diagnosing a Faulty Redirect View this mobile redirect header: http://www.pureoxygenmobile.com/view-mobile-redirects/#!=http://www.ford.com/Cars/Mustang/models
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Serve Relevant Mobile Content What Google says… • Route mobile searchers to relevant mobile pages • If mobile searcher requests example.com/article29, redirect to the equivalent mobile page, such as m.example.com/article29 • Don’t redirect to the m.example.com homepage
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Serve 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”
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Serve Relevant Mobile Content
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais 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
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Canonical Link Markup: Just Do It.
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Tag Conditional Content/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”
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Conditional Server Redirect Tag View this mobile redirect header: http://www.pureoxygenmobile.com/view-mobile-redirects/!=http://www.amazon.com/ref=gno_logo
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais 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 an 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
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais 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
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Promote Apps Intelligently • Add iOS meta tag to pages (m. AND www.): Ex: <meta name=“apple-itunes-app” content=“app-id={id}” /> • Embedded browsers (eg Facebook) may not support • Cross-platform “smart banners” are available via Jquery on Android and older iOS • Expose crawlable link too for Google rankings • Make sure app supports URL schemes for app-linking
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Add Banner to Deep Pages, Too. (And Why Not Link Into The App?)
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais If Social Is Driving Organic Rankings… http://www.searchmetrics.com/en/services/ranking-factors-2013/
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais …And If We Use Social Apps 4x Web… 4x!
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais … Aren’t These Broken Links?
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais App-Optimize Your Social Links URL Scheme protocols for top social apps: – Google+ => gplus://plus.google.com/{id} – Facebook => fb://profile/{fbid} – Twitter => twitter://user?screen_name={id} – Foursquare => foursquare://venues/{id} – LinkedIn => linked://profile/{id} – Pinterest => pinterest://user/{id}/ – Yelp => yelp:///biz/{id} • Don’t present mobile users social login wall • Send iOS and Android users directly into apps (Facebook, Google+, Twitter) for more likes, check-ins, +1s, reviews
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais The Mobile SEO Games Are On!
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais May The Odds Be Ever in Your Favor! Brian Klais Founder | CEO Pure Oxygen Labs brian@pureoxygenlabs.com