Mobile SEO  Barry Schwartz  SMX Israel 2013
Mobile Is Important               October 2011 : Greg Sterling
Types Of Mobile SEO•Smart Phones• Feature Phones• Tablet Devices
Clarification!!!
• “One URL Per Content Item”• Why? • Inbound Links • Less Bot Confusion • Less Cost & Maintenance
• But Not Always• When Not Block The URL From BingBot
• Three Methods But One Preferred Method • Responsive Design (Preferred Method) • One URL But Different HTML • Separate UR...
Responsive Design• Same URL• Same Content• Same HTML• Same Design
Responsive Design                  Why?• Easier To Interact: Share, Link & Helps  Googles Algorithms• No Redirection Neede...
Responsive Design                      How?• CSS Alters Page• Uses Media Queries•   @media only screen and (max-width: 640...
Responsive Design            see more at http://mediaqueri.es/
Responsive Design            see more at http://mediaqueri.es/
Responsive Design            see more at http://mediaqueri.es/
Responsive Design            see more at http://mediaqueri.es/
Responsive Design            see more at http://mediaqueri.es/
Responsive Design            see more at http://mediaqueri.es/
One URL & Many HTML• Same URL• Same Content• Different HTML• Different Design
One URL & Many HTML                 Why?• Conversions May Be Better• Legacy Designs Hard To Go Responsive• Special Landing...
One URL & Many HTML               How?• User Agent Detection• Serve Different HTML/CSS• Vary HTTP Header (Hint To GoogleBot)
One URL & Many HTML                           How?GET /page-1 HTTP/1.1Host: www.example.com(...rest of HTTP request header...
One URL & Many HTML
Separate URLs/Domains• Different URL/Domain• Different Content• Different HTML• Different Design
Separate URLs/Domains                Why?• Conversions May Be Better• Legacy Designs Hard To Go Responsive• CMS Complicati...
Separate URLs/Domains                How?• m.domain.com or domain.mobi• GoogleBot & GoogleBot-Mobile Accessible• On Deskto...
Separate URLs/Domains     How? HTML Annotation• On Desktop Page: •   <link rel="alternate" media="only screen and (max-   ...
Separate URLs/Domains  How? Sitemaps Annotation<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.or...
Types Of Mobile SEO•Smart Phones• Feature Phones• Tablet Devices
Feature Phones• Dynamic Serving• Separate URLs• Sitemaps
Dynamic Serving• See Above, Same As Smart Phone
Separate URLs• Dedicated URLs• Desktop & All Mobile URLs (Smart/    Feature)• Feature Phone URLs•   more at http://goo.gl/...
Dedicated URLs• On Desktop Page:<link rel="alternate" media="only screen and (max-width: 640px)" href="smartphoneurlhere" ...
Sitemaps• See Above, Same As Smart Phone
Types Of Mobile SEO•Smart Phones• Feature Phones• Tablet Devices
Tablet Devices• Responsive Design• Device Specific• Users Expect  Desktop Experience
Responsive Design• See Above, Same As Smart Phone
Dynamic Serving• See Above, Same As Smart Phone
Separate URLs• Use rel=”canonical” to point to related  URL on desktop
Mobile SEO• Responsive Design Alone Is Not Mobile  SEO
Does It Matter?
Mobile SEO Experts• Bryson Meunier• Cindy Krum• Michael Martin• Sherwood Stranieri
Having Mobile Content is Still Highly Correlated   with Getting Organic Traffic from Google
Switchboard Tags Haven’t Been Widely Adopted       by Enterprise-Level Webmasters
Slightly Fewer Mobile URLs and Responsive Sites  # Of Dynamic Serving & Responsive Sites Up
Cindy Krum“ In 2012 Google appeared to be experimenting with their new mobile SEO Best Practices which were announced at S...
Cindy Krum“  In 2013 I think we can expect Google to continue experimenting with the mobile algorithms in terms ofrankings...
Michael Martin“  In 2012 Fortune 500 clients, thatimplemented the single URL Dynamic  Serving Mobile SEO strategy fromCova...
Michael Martin“ Google’s recent Mobile Search Patentshows preference to mobile intent resultsover generic desktop results ...
Thank You Barry Schwartz SMX Israel 2013
Barry mobile-seo
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Transcript of "Barry mobile-seo"

  1. 1. Mobile SEO Barry Schwartz SMX Israel 2013
  2. 2. Mobile Is Important October 2011 : Greg Sterling
  3. 3. Types Of Mobile SEO•Smart Phones• Feature Phones• Tablet Devices
  4. 4. Clarification!!!
  5. 5. • “One URL Per Content Item”• Why? • Inbound Links • Less Bot Confusion • Less Cost & Maintenance
  6. 6. • But Not Always• When Not Block The URL From BingBot
  7. 7. • Three Methods But One Preferred Method • Responsive Design (Preferred Method) • One URL But Different HTML • Separate URLs/Domains Completely
  8. 8. Responsive Design• Same URL• Same Content• Same HTML• Same Design
  9. 9. Responsive Design Why?• Easier To Interact: Share, Link & Helps Googles Algorithms• No Redirection Needed• Saves Server & GoogleBot Resources
  10. 10. Responsive Design How?• CSS Alters Page• Uses Media Queries• @media only screen and (max-width: 640px) {...}• Google Detects & Indexes Correctly• More On How @ http://goo.gl/NnvTZ
  11. 11. Responsive Design see more at http://mediaqueri.es/
  12. 12. Responsive Design see more at http://mediaqueri.es/
  13. 13. Responsive Design see more at http://mediaqueri.es/
  14. 14. Responsive Design see more at http://mediaqueri.es/
  15. 15. Responsive Design see more at http://mediaqueri.es/
  16. 16. Responsive Design see more at http://mediaqueri.es/
  17. 17. One URL & Many HTML• Same URL• Same Content• Different HTML• Different Design
  18. 18. One URL & Many HTML Why?• Conversions May Be Better• Legacy Designs Hard To Go Responsive• Special Landing Pages• Keep Link Equity (i.e. Same URLs/Content)
  19. 19. One URL & Many HTML How?• User Agent Detection• Serve Different HTML/CSS• Vary HTTP Header (Hint To GoogleBot)
  20. 20. One URL & Many HTML How?GET /page-1 HTTP/1.1Host: www.example.com(...rest of HTTP request headers...)HTTP/1.1 200 OKContent-Type: text/htmlVary: User-AgentContent-Length: 5710(... rest of HTTP response headers...)
  21. 21. One URL & Many HTML
  22. 22. Separate URLs/Domains• Different URL/Domain• Different Content• Different HTML• Different Design
  23. 23. Separate URLs/Domains Why?• Conversions May Be Better• Legacy Designs Hard To Go Responsive• CMS Complications• Special Landing Pages• Easy To Test Campaigns
  24. 24. Separate URLs/Domains How?• m.domain.com or domain.mobi• GoogleBot & GoogleBot-Mobile Accessible• On Desktop Use link rel="alternate" tag• On Mobile Use link rel="canonical" tag
  25. 25. Separate URLs/Domains How? HTML Annotation• On Desktop Page: • <link rel="alternate" media="only screen and (max- width: 640px)" href="mobileurl" >• On Mobile Page: • <link rel="canonical" href="desktopurl" >
  26. 26. Separate URLs/Domains How? Sitemaps Annotation<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"><url><loc>desktopurlhere</loc><xhtml:link rel="alternate" media="only screen and (max-width: 640px)" href="mobileurlhere" /></url></urlset>
  27. 27. Types Of Mobile SEO•Smart Phones• Feature Phones• Tablet Devices
  28. 28. Feature Phones• Dynamic Serving• Separate URLs• Sitemaps
  29. 29. Dynamic Serving• See Above, Same As Smart Phone
  30. 30. Separate URLs• Dedicated URLs• Desktop & All Mobile URLs (Smart/ Feature)• Feature Phone URLs• more at http://goo.gl/FkOiP
  31. 31. Dedicated URLs• On Desktop Page:<link rel="alternate" media="only screen and (max-width: 640px)" href="smartphoneurlhere" /><link rel="alternate" media="handheld"href="featurephoneurlhere" />• On Smart Phone Page:<link rel="canonical" href="desktopurlhere" />• On Feature Phone Page:<link rel="canonical" href="desktopurlhere" />
  32. 32. Sitemaps• See Above, Same As Smart Phone
  33. 33. Types Of Mobile SEO•Smart Phones• Feature Phones• Tablet Devices
  34. 34. Tablet Devices• Responsive Design• Device Specific• Users Expect Desktop Experience
  35. 35. Responsive Design• See Above, Same As Smart Phone
  36. 36. Dynamic Serving• See Above, Same As Smart Phone
  37. 37. Separate URLs• Use rel=”canonical” to point to related URL on desktop
  38. 38. Mobile SEO• Responsive Design Alone Is Not Mobile SEO
  39. 39. Does It Matter?
  40. 40. Mobile SEO Experts• Bryson Meunier• Cindy Krum• Michael Martin• Sherwood Stranieri
  41. 41. Having Mobile Content is Still Highly Correlated with Getting Organic Traffic from Google
  42. 42. Switchboard Tags Haven’t Been Widely Adopted by Enterprise-Level Webmasters
  43. 43. Slightly Fewer Mobile URLs and Responsive Sites # Of Dynamic Serving & Responsive Sites Up
  44. 44. Cindy Krum“ In 2012 Google appeared to be experimenting with their new mobile SEO Best Practices which were announced at SMX Advanced. Google said that following the mobile Best Practices would allow mobile content to take on the rankings of corresponding desktop content in a mobilesearch. Following the Best Practices did seem to work in theway that Google suggested they would at least for sites with separate mobile pages that were correctly linked up to ” desktop pages, but there did not appear to be a significantboost, above and beyond the previous desktop page rankings.
  45. 45. Cindy Krum“ In 2013 I think we can expect Google to continue experimenting with the mobile algorithms in terms ofrankings and triggers for a Universal result. We can also expect them to continue tinkering with thepresentation of mobile results, especially with the many new micro-formats they are presenting (example attached), and the changes that they are making in ” shopping results on desktop search.
  46. 46. Michael Martin“ In 2012 Fortune 500 clients, thatimplemented the single URL Dynamic Serving Mobile SEO strategy fromCovario, experienced on average a 10% increase in search traffic, more thandoubling mobile sales, and even higher ” mobile social sharing than in 2011.
  47. 47. Michael Martin“ Google’s recent Mobile Search Patentshows preference to mobile intent resultsover generic desktop results as it furthersthe case for Dynamic Serving under One URL than just Responsive Design, which only changes the appearance of desktop pages, but not the intent. ”
  48. 48. Thank You Barry Schwartz SMX Israel 2013

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