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Mobile-Friendly SEO: Why & How? Ari Roth at SMX Israel 2015

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This is the slide deck I prepared for my presentation on mobile-friendly SEO at SMX Israel 2015. I hope you enjoyed the presentation! Please tweet me @aroth26 if you have any questions :)

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Mobile-Friendly SEO: Why & How? Ari Roth at SMX Israel 2015

  1. 1. @aroth26 bit.ly/mobile-friendly-seo Mobile-Friendly SEO: Why & How? Ari Roth SMX Israel 2015
  2. 2. @aroth26 bit.ly/mobile-friendly-seo Ari Roth • Senior Digital Marketing Manager at Jerusalem’s DriveHill Media • SEO • PPC • Ecommerce consulting • Email marketing • Head of SEO audit efforts at DriveHill
  3. 3. @aroth26 bit.ly/mobile-friendly-seo Background on Mobile Web & Search
  4. 4. @aroth26 bit.ly/mobile-friendly-seo The Meteoric Rise of Mobile  2007 – iPhone introduced  2008 –1st Android phone – HTC Dream  2010 – Android sales pass iPhone sales
  5. 5. @aroth26 bit.ly/mobile-friendly-seo
  6. 6. @aroth26 bit.ly/mobile-friendly-seo Mobile Overtakes Desktop in Web & Search Web  May 2015 Google announcement:  “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”  October 2015 Google SVP of Search:  "For the first time, we’re getting more searches on mobile devices than on desktop“  ^ CLARIFIED TO BE WORLDWIDE! Search
  7. 7. @aroth26 bit.ly/mobile-friendly-seo What Does Mobile-Friendly Mean?  Factors that are considered by search engines (discussed more by Jonathan):  Usability  Navigational spacing & clickability  Readability without zooming or side scrolling  Content loads on mobile  No Flash  No mobile-only 404s  No faulty redirects  No interstititals  Page load speed  Crawlability  Don’t block Javascript or CSS
  8. 8. @aroth26 bit.ly/mobile-friendly-seo Your Site Isn’t Mobile-Friendly? No Tags for You!  ANSWER #1: Your site will not have the “mobile-friendly” label in search results.  Negative CTR effect  Google launched this in November 2014  Bing followed suit in April 2015 #SEOFAIL
  9. 9. @aroth26 bit.ly/mobile-friendly-seo Your Site Isn’t Mobile-Friendly? MOBILEGEDDON!  ANSWER #2: Your site will rank significantly lower in mobile search!  On April 21, 2015, Google launched an update which incorporated mobile-friendliness as a direct ranking factor in mobile search results.  Depending on the industry, this could have a huge effect on your organic search traffic.  Bing announced they will follow suit  How big is the effect?  Google: bigger than Panda or Penguin!
  10. 10. @aroth26 bit.ly/mobile-friendly-seo LET THAT SINK IN… 4%12%
  11. 11. @aroth26 bit.ly/mobile-friendly-seo LET THAT SINK IN…
  12. 12. @aroth26 bit.ly/mobile-friendly-seo Case Study  Non mobile-friendly Furniture Retailer in Internet Retailer’s Second 500 for last 2 years  Following update, they lost:  -11.44% of their mobile organic traffic  -14.63% of their mobile organic transactions
  13. 13. @aroth26 bit.ly/mobile-friendly-seo Case Study (contd.)  Mobile site was in development at time of update, went live in mid-May  Gains took over a month to be seen – takes time to crawl!  Starting in July:  Mobile organic traffic surged over +30% over the next 2 months compared to the 2 months prior  Mobile organic transactions went up almost +20% from this segment of traffic
  14. 14. @aroth26@aroth26 bit.ly/mobile-friendly-seo Mobile is an “add on”… Let’s get our website right before we go there! OLD SCHOOL MARKETER
  15. 15. @aroth26@aroth26 bit.ly/mobile-friendly-seo Mobile is an “add on”… Let’s get our website right before we go there! OLD SCHOOL MARKETER
  16. 16. @aroth26 bit.ly/mobile-friendly-seo Options
  17. 17. @aroth26 bit.ly/mobile-friendly-seo TECHNICAL CONTENT AHEAD
  18. 18. @aroth26 bit.ly/mobile-friendly-seo Comparing the 3 Main Options Option Same URL? Same HTML? Vary: User-Agent? Redirects? Rel=“Canonical” & Rel=“Alternate”? Responsive Design Dynamic Serving Separate URLs Step by step checklist found here: bit.ly/ari-roth-mobile-seo-checklist
  19. 19. @aroth26 bit.ly/mobile-friendly-seo  Google & Bing’s preferred option  Jonathan will go deeper into this option:  Technical to-do’s  Server configuration  Implementation errors  Etc.  Same URL & HTML for mobile & desktop  CSS changes the layout for each browser  Example Site: BostonGlobe.com Responsive Design
  20. 20. @aroth26 bit.ly/mobile-friendly-seo  One URL  Good for SEO  All links to one URL  No crawling / indexing many URLs  Good for sharing  Good for developers  No complicated device detection, redirection, annotation  Easier to maintain Responsive Design: Pros
  21. 21. @aroth26 bit.ly/mobile-friendly-seo Responsive Design: Cons  Possible slow page load b/c lots of code  3G < Ethernet  Can’t fully optimize for either category:  Changes made to desktop show up on mobile  Changes made to mobile show up on desktop
  22. 22. @aroth26 bit.ly/mobile-friendly-seo  Same URL for both mobile & desktop  Different HTML code for each device, based on server detecting user-agent.  Different images  Different navigation  Different text Dynamic Serving
  23. 23. @aroth26 bit.ly/mobile-friendly-seo  Cloaking is showing different user agents different content and can cause penalties.  Problem: dynamic serving looks like cloaking!  Solution: Add “Vary: User-Agent” to server response code  This tells Google that your cloaking is for a legitimate reason: giving users a better user experience. What About “Cloaking”?
  24. 24. @aroth26 bit.ly/mobile-friendly-seo Dynamic Serving: Pros  One URL  Good for SEO  All links to one URL  No crawling / indexing many URLs  Good for sharing  Good for developers  No complicated device detection, redirection, annotation  Can fully optimize for mobile-specific search intent  Search Analytics: “nearby”, “download app”, etc.  Can fully optimize for mobile-specific user experience
  25. 25. @aroth26 bit.ly/mobile-friendly-seo  High cost of maintenance & more complicated for SEO  Two sets of code to optimize / update  More complicated for developers  Device detection imperfections  Adjusting user-agent strings for new devices  Worse for crawling  Bots crawl with multiple user agents Dynamic Serving: Cons
  26. 26. @aroth26 bit.ly/mobile-friendly-seo  Usually m.site.com  Different URLs and HTML  Bidirectional annotation:  Rel=“Canonical” from mobile to desktop  Rel=“Alternate” from desktop to mobile  Utilize 302 (temporary) relative redirects  Like dynamic, add “Vary: User-Agent” to server response code  Example: Sephora.com (minus Vary header) Separate URLs
  27. 27. @aroth26 bit.ly/mobile-friendly-seo Separate URLs: Pros  Can fully optimize for mobile-specific search intent  Search Analytics: “nearby”, “download app”, etc.  Can fully optimize for mobile-specific user experience  Calls to action  Formatting  Headers  Click-to-call
  28. 28. @aroth26 bit.ly/mobile-friendly-seo  High cost of maintenance  Two URLs:  More complicated for SEO  Dynamic Rel=“Canonical” & Rel=“Alternate” tags  Risk of duplicate content if done incorrectly  Links don’t all go to one place!  More complicated for developers  Device detection and redirection imperfections  More complicated for crawling  Bots crawl with multiple user agents  Currently NOT recommended by Bing Separate URLs: Cons
  29. 29. @aroth26 bit.ly/mobile-friendly-seo MOBILE SEO TOOLS
  30. 30. @aroth26 bit.ly/mobile-friendly-seo  Not using “Vary: User-Agent”  Solution: Check server response codes using Fetch as Google or the SEO Book tool  Bad redirects confuse Google  Solution: Check with Screaming Frog, DeepCrawl, and/or Chrome device emulation & Redirect Path plugin  Search Console message about blocking static resources (July 28, 2015)  Google can’t tell if you’re mobile-friendly if you block their access to Javascript and/or CSS  Solution: See what they see with Fetch as Google & use robots.txt to unblock Tools for Fixing Mobile Errors
  31. 31. @aroth26 bit.ly/mobile-friendly-seo  Incorrect canonical and alternate tags could create duplicate content and “index bloat”  Solution: Check page code via Screaming Frog or manually using “inspect element”  Will also need to address past index bloat if it exists by searching for site:m.site.com and manually removing these URLs in Search Console. They will still show up when they need to! Tools for Fixing Mobile Errors #2
  32. 32. @aroth26 bit.ly/mobile-friendly-seo  Check everything using Google’s mobile- friendly testing tool  Search Console shows mobile usability errors, mobile crawl errors, and mobile keywords  Slow load is especially bad on mobile  PageSpeed Insights from Google  Which devices need optimization?  Analytics > Audience > Mobile > Devices Google Tools for Mobile SEO
  33. 33. @aroth26 bit.ly/mobile-friendly-seo Final Options to Consider
  34. 34. @aroth26 bit.ly/mobile-friendly-seo  Some big companies are making the move from mobile sites to apps! Why?  Increase engagement by taking advantage of mobile usage patterns (see graphic) Problems:  Psychological barriers to download  Not optimal for SEO, but app indexing and deeplinking mean it might be more viable for search long-term Apps – An Emerging Option
  35. 35. @aroth26 bit.ly/mobile-friendly-seo  Unaffected by updates so far – maybe soon?  General belief: give them the desktop version  BUT…  Marketers must make data-driven decisions.  If data shows mobile site converts better and/or attracts more traffic, do that instead!  A/B test if inconclusive Tablets – Which Site Do They Get?
  36. 36. @aroth26 bit.ly/mobile-friendly-seo 1. Mobile is a huge part of most digital marketing and isn’t going anywhere. Prioritize it NOW. 2. Know all your options well before making a decision. 1. Responsive Design 2. Dynamic Serving 3. Separate URLs 4. Apps 3. Use available tools to help you diagnose problems. 4. It’s almost lunchtime! Takeaways
  37. 37. @aroth26 bit.ly/mobile-friendly-seo Thank You! • Senior Marketing Manager - DriveHill Media • Find the full presentation here • Tweet me here

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