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Mobile SEO - Rise of mobile first

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On Wednesday 5th July I spoke at App Promotion Summit Masterclass on the topic of Mobile SEO. I spoke on the topics of the importance of killing your mweb and moving to a fully responsive website, technical seo considerations for mobile first, the importance of apps and app-indexing to mobile SEO and how to measure success.

Published in: Marketing

Mobile SEO - Rise of mobile first

  1. 1. 1@Davidiwanow#APSLondon Mobile SEO - Rise of mobile first
  2. 2. 2@Davidiwanow#APSLondon Who am I? I’ve been doing SEO for over 10 years and have spent the last year as Director of Strategy at BlueGlass, prior to that I spent almost 3 years at ebay classifieds group as SEO Product Manager. My next role I’m starting next week is SEO Manager, Global Deployments @ Schibsted Media Group
  3. 3. 3@Davidiwanow#APSLondon Session topics What is required to be ready for the mobile first world 1. Stop the waiting we should be moving to fully responsive a. If you have a bad mweb site kill it b. Full responsive uses a single URL 2. Technical SEO Considerations For Mobile First a. Technical issues b. Site design is important - UX & No pop-ups c. Page speed is important d. Don’t block CSS, JavaScript or Images e. AMP 3. Importance Of Apps & App-Indexing To Mobile SEO a. Firebase App-Indexing b. Instant Apps 4. How to measure success? 5. Action points!
  4. 4. 4@Davidiwanow#APSLondon Responsive or deathWhat are you afraid of? Just invest the money and migrate to responsive!
  5. 5. 5@Davidiwanow#APSLondon Which is the current experience?
  6. 6. 6@Davidiwanow#APSLondon What is your configuration?
  7. 7. 7@Davidiwanow#APSLondon No mob is better than bad mob
  8. 8. 8@Davidiwanow#APSLondon Googlebot CrawlingYou need to ensure that Googlebot is crawling the right pages
  9. 9. 9@Davidiwanow#APSLondon Google’s plans for mobile first? Google webmaster team said last month that mobile first roll-out will focusing on websites which are ready. But sites won’t be notified they have been switched to mobile-first indexing.
  10. 10. 10@Davidiwanow#APSLondon Do you have any site issues?
  11. 11. 11@Davidiwanow#APSLondon Content hidden for UX on mobile? Once the mobile-first index is rolled out, content hidden behind tabs on mobile will be seen by Googlebot. This also stresses the importance of UX when it comes to how you are displaying content on mobile.
  12. 12. 12@Davidiwanow#APSLondon On mob links need to be present Googlebot can crawl links included by JavaScript on mobile pages. But if the links are completely missing on mobile pages which exist on the desktop pages, then Googlebot wouldn’t see these links.
  13. 13. 13@Davidiwanow#APSLondon Correctly setup responsive site
  14. 14. 14@Davidiwanow#APSLondon Inconsistent setup of a website
  15. 15. 15@Davidiwanow#APSLondon Inconsistent setup of a website
  16. 16. 16@Davidiwanow#APSLondon Run site audits to find issues
  17. 17. 17@Davidiwanow#APSLondon Non-responsive check redirects
  18. 18. 18@Davidiwanow#APSLondon Mobile site designIs your website built with mobile users in mind? UX? Pop-ups?
  19. 19. 19@Davidiwanow#APSLondon How is your site rendered?
  20. 20. 20@Davidiwanow#APSLondon Bad mobile experiences?
  21. 21. 21@Davidiwanow#APSLondon Bad mobile experiences?
  22. 22. 22@Davidiwanow#APSLondon Average mobile experiences?
  23. 23. 23@Davidiwanow#APSLondon Decent mobile experiences?
  24. 24. 24@Davidiwanow#APSLondon Leading mobile experiences?
  25. 25. 25@Davidiwanow#APSLondon Are you annoying users?
  26. 26. 26@Davidiwanow#APSLondon Your current ad experience?
  27. 27. 27@Davidiwanow#APSLondon What about unplayable content?
  28. 28. 28@Davidiwanow#APSLondon Mobile usability report
  29. 29. 29@Davidiwanow#APSLondon How people use their phone
  30. 30. 30@Davidiwanow#APSLondon Changing grip for interactions
  31. 31. 31@Davidiwanow#APSLondon Touch-friendly design framework
  32. 32. 32@Davidiwanow#APSLondon Where people prefer to tap
  33. 33. 33@Davidiwanow#APSLondon Are you annoying users?
  34. 34. 34@Davidiwanow#APSLondon Is it fast on mobile?Page speed is important, this factor is magnified for mobile users
  35. 35. 35@Davidiwanow#APSLondon 2 sec delay halves sessions length
  36. 36. 36@Davidiwanow#APSLondon Optimal load time is 700ms
  37. 37. 37@Davidiwanow#APSLondon Consider your users connections
  38. 38. 38@Davidiwanow#APSLondon What about loading on 3G?
  39. 39. 39@Davidiwanow#APSLondon What about loading on 2G?
  40. 40. 40@Davidiwanow#APSLondon How is your site loading?
  41. 41. 41@Davidiwanow#APSLondon What should you fix?
  42. 42. 42@Davidiwanow#APSLondon What resources are blocked?
  43. 43. 43@Davidiwanow#APSLondon Find unused CSS & JS code
  44. 44. 44@Davidiwanow#APSLondon AMP not always easyUsers don’t have to download your full app, so try before you buy works
  45. 45. 45@Davidiwanow#APSLondon Make AMP pages crawlable Googlebot requires a rel alternate to AMP pages to detect the pages. Importantly also requires a rel canonical from the AMP page back to desired canonical page.
  46. 46. 46@Davidiwanow#APSLondon Not always easy to implement
  47. 47. 47@Davidiwanow#APSLondon First point make sure it’s valid
  48. 48. 48@Davidiwanow#APSLondon Oh no…. it’s not valid….
  49. 49. 49@Davidiwanow#APSLondon Test your AMP code first
  50. 50. 50@Davidiwanow#APSLondon Instant apps?Users don’t have to download your full app, so try before you buy works
  51. 51. 51@Davidiwanow#APSLondon Instant apps can be useful
  52. 52. 52@Davidiwanow#APSLondon Instant apps can be useful
  53. 53. 53@Davidiwanow#APSLondon App-IndexingFirebase App-Indexing is still interesting for driving engagement of your app
  54. 54. 54@Davidiwanow#APSLondon App-indexing is still a benefit
  55. 55. 55@Davidiwanow#APSLondon App-indexing is still a benefit
  56. 56. 56@Davidiwanow#APSLondon App banners are still important
  57. 57. 57@Davidiwanow#APSLondon Measuring SEO?So how do you know if there is an issue or you are on the right track?
  58. 58. 58@Davidiwanow#APSLondon Track mobile & desktop visibility
  59. 59. 59@Davidiwanow#APSLondon Track mobile & desktop visibility
  60. 60. 60@Davidiwanow#APSLondon Track mobile & desktop visibility
  61. 61. 61@Davidiwanow#APSLondon Action points….These are the things you need to do!….
  62. 62. 62@Davidiwanow#APSLondon What are the action points? 1. Kill mweb and move to responsive asap 2. Make sure your mobile version is damn fast 3. Fix your technical issues, GSC tells you what to fix 4. Crawl your site with DeepCrawl to check for mobile issues 5. AMP is hard to get perfect so start it on a sub-section first 6. App-Indexing is still useful for mobile seo 7. If you have dev capacity explore Instant Apps 8. After all that if you have enabled HTTPs explore PWAs
  63. 63. 63@Davidiwanow#APSLondon Thank You!

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