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The Art of Mobile SEO


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A presentation by 90 Digital CEO Nick Garner explaining how to be effective in mobile SEO - includes a few iGaming case studies.

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The Art of Mobile SEO

  1. 1. The Art Of Mobile SEO
  2. 2. On Site SEO : Be Google Friendly See this presentation now:
  3. 3. Responsive Design How Google Likes It See this presentation now:
  4. 4. Responsive Design: Sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. How Google Likes It: 1st Choice Desktop browser Mobile browser Lovely Apples Lovely Apples See this presentation now:
  5. 5. Sites that dynamically serve all devices on the same set of URLs, but each URL serves different HTML (and CSS) depending on whether the user agent is a desktop or a mobile device. 2nd Choice Desktop browser Mobile browser Lovely Apples Lovely Oranges See this presentation now:
  6. 6. 3rd Choice Desktop browser Mobile browser Lovely Apples Lovely Oranges Sites that have separate mobile and desktop URLs. This is how so many money making transactional sites work. See this presentation now:
  7. 7. Off Site SEO : How To Rank See this presentation now:
  8. 8. How Search Engines Work Desktop SERPS Mobile SERPS Collect Info: ● Offsite ● Onsite Desktop Crawler Mobile Crawler Process Rank 80% Similar Results See this presentation now: Index
  9. 9. Links Links = Votes Web Site SERP 1: SERP 2 SERP 3 SERP 4 SERP 5 SERP 6 SERP 7 SERP 8 SERP 9 SERP 10 More Good Votes = Rankings SERP = Search Engine Ranking Position Desktop / Mobile Internet Google uses a single index for serving content to desktop and mobile users See this presentation now:
  10. 10. Few Links Links = Votes Not Enough Good Votes = Poor Rankings for a mobile site on the index. SERP = Search Engine Ranking Position Internet Web Site SERP 1: SERP 2 SERP 3 SERP 4 SERP 5 SERP 6 SERP 7 SERP 8 SERP 9 SERP 10: Desktop / Mobile See this presentation now:
  11. 11. Often on mobile there are not enough 'voting signals' for Google to work off to get solid results. Users don't link to mobile sites, they link to the main brand site. Therefore Google ranks a site on whoever is most relevant with most links on desktop and mobile. Google Needs Solid Signals See this presentation now:
  12. 12. 'Online Casino' Page fold 1980 x 1080 screen Desktop Mobile Page fold See this presentation now:
  13. 13. > (Responsive) Jackpot City No1 ‘Online Casino’ See this presentation now:
  14. 14. > (url redirect) Sky Vegas No2 ‘Online Casino’ See this presentation now:
  15. 15. > (url redirect) 32 Red No3 ‘Online Casino’ See this presentation now:
  16. 16. And Finally... Follow the guidelines from Google Link build to your main web property See this presentation now:
  17. 17. Make your site render in 1 second At a minimum, the “above the fold” content of a web page should render in less than one second. Here’s how... See this presentation now:
  18. 18. Go mobile SEO or go home Google recently announced that mobile site optimisation would be a factor in search engine rankings. This was the first time that Google explicitly advised that sites with smartphone issues would not rank well in smartphone SERPs. See this presentation now:
  19. 19. Resources Practical: ● Google’s Maile Ohye - guide to mobile site development ● Vanessa Fox - the definitive guide to technical SEO ● Google - Changes in rankings of smartphone search results | Dave Chaffey commentary ● Google - Common mistakes in smartphone sites ● Bryan McQuade - Make your mobile pages render in under one second ● Mobile SEO infographic SEO 101 ● Google - SEO starter Guide ● Moz - Beginners SEO guide ● 100 web design - 12 lessons on SEO ● Moz - Web developer's SEO cheat sheet Deep ● Microsoft: Cluster-based Smoothing of Sparse Ranking Signals in Mobile Local Search ● Google’s 200 Ranking Factors: The Complete List ● The Periodic Table Of SEO Success Factors Business case for SEO ● See Interactive - Building A Better SEO Business Case ● Nathan Safran - How to Counter Your Ignorant Boss’ Misconceptions About SEO See this presentation now:
  20. 20. 16 Differences: Mobile v Desktop 1. Local results Are More Likely In Mobile 2. Autocomplete Results Appear Before Results In Mobile App Search 3. Certain Queries Have Interactive Results In Mobile 4. Android Users Are Always Logged In 5. Positions Of Vertical Results Likely Different In Smartphone Results 6. Smartphone Results Have Different Filters 7. Blended Mobile Ranking Algorithm 8. Google Play or iTunes Results For Queries That Include “Download” Or “App” 9. CTR & Bounce Rate More Likely To Vary In Mobile 10. Knowledge Graph Nested Within Results In Mobile 11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile 12. Mobile URLs Listed Per Skip Redirect 13. Mobile Instant Preview Allows You to Thumb Through Results Quickly 14. Smartphone Icons Indicate Smartphone Friendly Content 15. Google Now Provides Search Results With No Queries 16. Google Goggles Provides Entirely Different Results, Based On Visual Queries Bryson Meunier: See this presentation now:
  21. 21. Nick Garner See this presentation now: