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What You Need to Know About Google's Mobile First & Amp

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What You Need to Know About Google's Mobile First & Amp by Jennifer Slegg

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What You Need to Know About Google's Mobile First & Amp

  1. 1. WHAT YOU NEED TO KNOW ABOUT GOOGLE’S MOBILE FIRST & AMP
  2. 2. About Me Jennifer Slegg I am the Founder & Editor of The SEM Post You can find me at @jenstar @TheSEMPost www.TheSEMPost.com 2
  3. 3. WHAT IS MOBILE-FIRST? And why do site owners need to worry? 3
  4. 4. @Jenstar Mobile-First Google will begin indexing the MOBILE VERSION of webpages This is a change from how they currently index the DESKTOP VERSION pages. 4
  5. 5. @Jenstar 5
  6. 6. “Google will begin indexing AND RANKING websites based on what those pages serve to mobile users” 6
  7. 7. BUT WHY? Short answer: More people search from mobile devices. Longer answer: When you serve different content based on device, users get upset when they can’t find it. 7
  8. 8. @Jenstar ▸More than 50% of searches are done on mobile ▸Some mobile content doesn’t match desktop ▸Users can’t find the content on mobile, because it only exists on desktop ▸When this happens, many blame Google 8
  9. 9. WILL YOU BE IMPACTED? 9
  10. 10. @Jenstar Is Your Site… Responsive? ▸ This means your site automatically adjusts based on screen width. ▸ You serve the same MAIN CONTENT to all users. 10
  11. 11. @Jenstar Does Your Site… Use Different URLs for Desktop vs Mobile? example.com vs m.example.com ▸Is the main content different between them? ▸If so, Houston, we have a problem… 11
  12. 12. @Jenstar Truncated Content on Mobile ▸If you have keywords and information ONLY available on desktop, YOU WILL NO LONGER RANK FOR THAT CONTENT ▸If you don’t update, you will lose traffic. 12
  13. 13. @Jenstar Is Your Site Desktop Only? ▸ You lose an important ranking boost ▸ Google WILL still index & rank your desktop only site, BUT they will crawl it as the mobile Googlebot. ▸ Google will NOT penalize this 13
  14. 14. @Jenstar Structured Data ▸ Do you strip schema markup from mobile version? Often done for mobile page speed ▸ You need to add it back to mobile pages 14
  15. 15. @Jenstar 15
  16. 16. @Jenstar If markup is NOT on mobile pages, you will LOSE your rich snippets in the search results. 16
  17. 17. WHAT TO DO? How to fix these issues… 17
  18. 18. @Jenstar Content ▸ Make sure you have the same content on BOTH desktop and mobile ▸ This is the BEST user experience ▸ This is Google’s recommendation 18
  19. 19. TECHNICAL DETAILS 19
  20. 20. @Jenstar Title Tags ▸Did you know mobile title tags are longer? ▸Consider updating title tags ▸~ 78 characters thesempost.com/mobile-titles/ 20
  21. 21. @Jenstar Content “Hidden” Behind Tabs & Accordions ▸ Google will not devalue ▸ Eg. Wikipedia 21
  22. 22. @Jenstar 22
  23. 23. @Jenstar Canonicals ▸ Do NOT need to update canonicals to make mobile URLs primary. ▸ Google confirmed they will sort it out. ▸ BUT make sure if you use m., canonicals are set up. 23
  24. 24. @Jenstar Mobile Friendly Ranking Boost ▸ Mobile friendly pages will still receive the ranking boost associated with being mobile friendly. ▸ Check yours: https://search.google.com/search-console/mobile-friendly 24
  25. 25. @Jenstar What Does Mobile Googlebot See? ▸ Use Fetch as Google in Google Search Console ▸ Select Mobile: Smartphone ▸ No need to Submit (limits) ▸ If m., verify first! 25
  26. 26. @Jenstar What Does Mobile Googlebot See? 26
  27. 27. @Jenstar Robots.txt ▸ Check against Robots.txt in Google Search Console ▸ Ensure mobile pages are crawlable! Yes, this happens! 27
  28. 28. MOBILE POPUPS & INTERSTITIALS 28
  29. 29. @Jenstar 29
  30. 30. @Jenstar 30
  31. 31. @Jenstar Mobile Interstitials & Popups ▸ Google will remove mobile friendly ranking boost from sites serving interstitials and popups 31
  32. 32. @Jenstar Mobile Interstitials & Popups ▸ Do not use interstitials / popups on first page visit from search results. ▸ Can use on subsequent pages ▸ BUT think user experience. 32
  33. 33. @Jenstar Mobile Interstitials & Popups ▸ Google not releasing sizes of “allowable” popups ▸ Is it too obtrusive to keep mobile friendly ranking boost? No way to tell now. 33
  34. 34. Mobile First Live? 34
  35. 35. @Jenstar Google is Testing! ▸ Starting with limited testing ▸ Globally ▸ Likely won’t notice ▸ Google WILL give more specific dates when it gets closer. 35
  36. 36. AMP IT UP! Accellerated Mobile Pages… 36
  37. 37. @Jenstar What is AMP? ▸ Framework for fast-loading mobile pages ▸ Not just Google. Also used by third parties including Bing & Pinterest 37
  38. 38. ▸AMP is really, really fast. ▸Articles are cached; load almost instantly 38
  39. 39. @Jenstar 39
  40. 40. @Jenstar 40
  41. 41. @Jenstar Benefits of AMP Some users prefer AMP… Why? ▹Speed ▹Uses less data ▹Speed ▹Can be easier to read ▹Did I mention speed? 41
  42. 42. @Jenstar ▸Not-so-much Benefits of AMP ▸Limited customization ▸Can be revenue loss ▸Code must validate (However, Google has become less restrictive on this, yay!) 42
  43. 43. @Jenstar THERE IS NO RANKING BOOST FOR USING AMP! 43
  44. 44. @Jenstar THERE IS NO RANKING BOOST FOR USING AMP! Instead, decide if it is best for your site… 44
  45. 45. @Jenstar Implementing AMP Wordpress ▹ https://wordpress.org/plugins/amp/ Who Else Has AMP? ▸ Joomla ▸ Drupal ▸ Shopify ▸ Many more, both paid and free 45
  46. 46. NOW COMES THE FUN PART …Not really… 46
  47. 47. @Jenstar Let’s Validate! 47
  48. 48. @Jenstar 48
  49. 49. @Jenstar But Wait! ▸ https://search.google.com/ search-console/amp 49
  50. 50. @Jenstar 50
  51. 51. @Jenstar Validator 51
  52. 52. @Jenstar Fix Validation ▸ Check validation & fix errors ▹ Missing logo ▹ Embedded content (such as YouTube videos) ▹ Chrome AMP Validator extension (use it to check competitor too!) 52
  53. 53. @Jenstar Montetization ▸ 40+ Ad Networks Supported (yes, this includes AdSense) ▸ BUT… Most/all ad blockers don’t ad block in AMP. 53
  54. 54. @Jenstar 54
  55. 55. @Jenstar 55
  56. 56. @Jenstar Monetization ▸ Take advantage of tools to keep visitors on your site. ▸ Recommended articles ▸ Menu 56
  57. 57. @Jenstar 57
  58. 58. @Jenstar 58
  59. 59. SHOULD YOU AMP IT UP? … 59
  60. 60. @Jenstar Probably yes… ▸ News site ▸ Recipe site ▸ Have known slow site issues ▸ Target countries with slow connections ▸ Non-mobile friendly WP sites wanting “quick fix” 60
  61. 61. @Jenstar Maybe think about it… ▸ Heavy ecommerce (but test with blog/info pages) ▸ Low mobile traffic 61
  62. 62. About Me Jennifer Slegg I am the Founder & Editor of The SEM Post You can find me at @jenstar @TheSEMPost www.TheSEMPost.com TheSEMPost.com/panda/ 62

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