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An Arbitrary Number of Things You Should Know About Mobile First SEO


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When Google’s Gary Illyes revealed plans to create a ‘mobile-first' index in November 2016, it sent the SEO world into a tizz. But really there wasn’t any need.

Let’s address some of the fundamentals:

• What the heck does ‘mobile-first’ even mean?
• What can we do to prepare?
• How can we use to our advantage?

Published in: Marketing
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An Arbitrary Number of Things You Should Know About Mobile First SEO

  1. 1. An Arbitrary Number Of Things You Should Know About Mobile First SEO Joe Turner / @joesturner
  2. 2. In October 2016, Google’s Gary Illyes revealed plans to create a ‘mobile-first index’. “Our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.”
  3. 3. This sparked…
  4. 4. But Google says…
  5. 5. Don’t Panic!
  6. 6. So, why the change?
  7. 7. Because Google wants its index and results to represent the majority of their users…
  8. 8. What do I need to do?
  9. 9. If you have a responsive or a dynamic serving site…
  10. 10. If you have a mobile site configuration…
  11. 11. Consider… • Make sure your mobile site has the content you want to rank for. • Use structured data on your mobile site. • Add rel-annotations to your mobile and desktop site
  12. 12. What about the other search engines?
  13. 13. What do you mean, ‘other search engines’? Yes, they do exist. But, no, there’s no plans to follow suit.
  14. 14. Mobile SEO Winning Factors
  15. 15. Mobile-friendliness & Page Load Times
  16. 16. Why it’s important • 47% of consumers expect a web page to load in 2 seconds or less* • 40% of people abandon a website that takes more than 3 seconds to load* • *source: Kissmetrics
  17. 17. The scores are based on…
  18. 18. The scores are based on…
  19. 19. Featured Snippets
  20. 20. What are Featured Snippets? • A summary or an answer to a user query or question that is entered into a search engine. Google displays the answers at the top of the search results. • Google extracts from good on-page content that best responds to the search engine query. • 3 main types - paragraph, list & table
  21. 21. Why Snippets Matter… • Opportunity to gain more visibility in desktop and mobile searches • HubSpot found CTR increased by over 114% for pages with featured snippets • Study of 850,000 search results, 19% now had featured snippets • “The snippets and answers we provide may be read out loud on Google Home, so it’s really important.” - Google
  22. 22. Unfortunately…
  23. 23. And…
  24. 24. Further reading How to Optimise Your Content for Google’s Featured Snippet Box By Matthew Barby
  25. 25. Improving Local Search Data
  26. 26. Local search for local people
  27. 27. Local SEO • Claim your business listings on Google My Business, Bing & Yahoo • Get reviews on local business listings • Make sure your NAP (name, address, phone) info spot on
  28. 28. Structured Data
  29. 29. Structured Data • Ensure your website uses structured data to return more informative results for users. • Improves Knowledge Graph of your website/business • Better CTR
  30. 30. Voice Search
  31. 31. Voice Search • Search Behaviour is changing • “1 in 5 online adults have used voice search on their mobile in the last month” - Global Web Index • “Mobile voice-related searches are 3X more likely to be local-based than text” via Search Engine Watch
  32. 32. • 50% of all searches will be voice searches by 2020 - comscore • About 30% of searches will be done without a screen by 2020 - Mediapos • By the end of 2017 the total number of voice-first devices in circulation will reach 33 million - VoiceLabs
  33. 33. How to Optimise • Informal Content - more natural, conversational tone, longer tail keywords • FAQs - Who, What, Where, When, Why & How • Structured Data
  34. 34. A Quick Recap
  35. 35. • Make sure your site is responsive • Check/improve site speed & mobile friendliness • Get your local business listings details spot on • Win some featured snippets! • Think about voice search when writing content
  36. 36. Any (easy) questions? @joesturner