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

  • 812 views
Uploaded on

Mobile SEO: Let The Games Begin! …

Mobile SEO: Let The Games Begin!

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

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
812
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Image: http://thehungergames.wikia.com/wiki/File:The-hunger-games-logo.jpg

Transcript

  • 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Mobile SEO: Let The Games Begin! Brian Klais Pure Oxygen Labs Founder and CEO
  • 2. 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.”
  • 3. 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
  • 4. 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
  • 5. 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.
  • 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais The Penalty for Mobile 404s ? “GM” Query (September 2013) “GM” Query (June 2013)
  • 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Diagnosing a Faulty Redirect Status: 200
  • 8. 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/…
  • 9. 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
  • 10. 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
  • 11. 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”
  • 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Serve Relevant Mobile Content
  • 13. 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
  • 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Canonical Link Markup: Just Do It.
  • 15. 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”
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais Add Banner to Deep Pages, Too. (And Why Not Link Into The App?)
  • 21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais If Social Is Driving Organic Rankings… http://www.searchmetrics.com/en/services/ranking-factors-2013/
  • 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais …And If We Use Social Apps 4x Web… 4x!
  • 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais … Aren’t These Broken Links?
  • 24. 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
  • 25. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @BrianKlais The Mobile SEO Games Are On!
  • 26. 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