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The Mobile First Index, what, why and more importantly when!

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There has been a lot of talk and presentations over the last year (me included!) about the shift to the Mobile Lead Index by Google. Lots of ideas have been formed, as well as opinions on what will happen made all over the world by various people. This session will bring together all the thoughts of the industry, make sure you are fully prepped to deal with this monumental shift as SEO’s and business, and most importantly give you a roadmap of work to do before it is too late!

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The Mobile First Index, what, why and more importantly when!

  1. 1. @DeepCrawl #digitalolympus
  2. 2. @jondmyers digitalolympus
  3. 3. THERE HAS BEEN A LOT OF HYPE @jondmyers digitalolympus
  4. 4. @jondmyers digitalolympus
  5. 5. @jondmyers digitalolympus
  6. 6. @jondmyers digitalolympus
  7. 7. @jondmyers digitalolympus
  8. 8. @jondmyers digitalolympus
  9. 9. @jondmyers digitalolympus
  10. 10. NOTHING NEW REALLY!? @jondmyers digitalolympus
  11. 11. KEEPING US INFORMED! @jondmyers digitalolympus
  12. 12. Source: https://www.smartinsights.com/digital-marketing- strategy/100-must-see-marketing-stats/ “Users who have a bad mobile user experience are 60% less likely to revisit and purchase from that brand in future” @jondmyers digitalolympus
  13. 13. THE “Mobile World” AS WE KNEW IT? @jondmyers #digitalolympus
  14. 14. HISTORY OF MOBILE @jondmyers digitalolympus WAP HTML 1999 2007 2009 2014 2015 2017 Separate Mobile Pages (Mobile Site or Dynamic Delivery) Responsive Design Deep App Linking AMP & Progressive Web Apps Mobile- first Indexing
  15. 15. HISTORY OF MOBILE SEO CONFIGURATION Desktop Mobile Responsive AMP pages Mobile first One version for desktop devices One to rule them all - one version designed to work equally good on desktop and mobile Dedicated light weight version designed for a fast loading Dedicated mobile pages served on a separate URL e.g. m.domain or dynamically served on the same URL Mobile becomes the PRIMARY version. @jondmyers digitalolympus
  16. 16. HOW DOES GOOGLE CRAWL DIFFERENT TYPES OF CONFIGURATION? @jondmyers digitalolympus Responsive Dynamic Separate Mobile Would expect Google to use both user-agents on the same URL to validate that the same content is returned. Google needs to crawl with both user agents to validate the mobile version. Hint: Use the Vary HTTP header! Google needs to crawl the dedicated mobile URLs with a mobile user agent to validate the pages and confirm the content matches the desktop pages.
  17. 17. WHAT IS MOBILE-FIRST INDEXING? @jondmyers #digitalolympus
  18. 18. John Mueller @jondmyers digitalolympus
  19. 19. Gary Illyes @jondmyers digitalolympus
  20. 20. @jondmyers digitalolympus
  21. 21. @jondmyers digitalolympus
  22. 22. “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.” THE MOBILE-FIRST INDEX AT WORK -Google @jondmyers digitalolympus
  23. 23. GOOGLE ALLOWS YOU TO CHECK https://search.google.com/test/mobile-friendly@jondmyers digitalolympus
  24. 24. GOOGLE ALLOWS YOU TO CHECK https://search.google.com/test/mobile-friendly@jondmyers digitalolympus
  25. 25. AND GIVES YOU BEST PRACTICE https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices@jondmyers digitalolympus
  26. 26. Can it really be that easy??? @jondmyers digitalolympus
  27. 27. Google will NOT have a separate mobile index, it is the same single index. @jondmyers digitalolympus
  28. 28. Mobile-first indexing can be explained with an analogy... @jondmyers digitalolympus
  29. 29. @jondmyers #digitalolympus
  30. 30. Desktop pages will be phased out where there is a mobile alternative. @jondmyers digitalolympus
  31. 31. IMPACT ON WEBSITE PERFORMANCE @jondmyers #digitalolympus
  32. 32. EFFECTS ON SITE PERFORMANCE Will keyword rankings be affected? @jondmyers digitalolympus
  33. 33. EFFECTS ON SITE PERFORMANCE Will keyword rankings be affected? Yes, if your mobile content is reduced and doesn’t contain terms the page was previously ranking for on desktop. @jondmyers digitalolympus
  34. 34. IN ORDER TO MAINTAIN RANKINGS The following need to be consistent across desktop and mobile: Content Metadata Markup Hreflang Images Alt attributes Indexing rules Canonical tags @jondmyers digitalolympus
  35. 35. These elements must also be crawlable and indexable. @jondmyers digitalolympus
  36. 36. Does internal linking need to be equivalent? @jondmyers digitalolympus
  37. 37. No, but internal linking on mobile needs to be accessible for users and search engines. @jondmyers digitalolympus
  38. 38. @jondmyers #digitalolympus
  39. 39. INTERNAL LINKING ON MOBILE Be mindful of orphaned pages, or increased levels in site depth which could be keeping search engines away from your content. @jondmyers digitalolympus
  40. 40. “Page Parity” Please! @jondmyers digitalolympus
  41. 41. What about External linking and the Google Link Graph? @jondmyers digitalolympus
  42. 42. Structured data will play a vital part in the mobile-first world, and beyond. @jondmyers digitalolympus
  43. 43. STRUCTURED DATA ON MOBILE “The biggest challenge for mobile-first will be understanding the lightweight needs of the user and applying this via condensed content. Structured data and markup allows for disambiguation when content is not so prevalent on a page in an unstructured form.” Dawn Anderson MD, Move It Marketing @jondmyers digitalolympus
  44. 44. This applies for ALL cases… @jondmyers digitalolympus
  45. 45. Be cautious of stripping back too far for the mobile experience. @jondmyers digitalolympus
  46. 46. Source: https://play.google.com/store/apps/details?id=com.ea.game.nfs14_row Lets talk about speed @jondmyers digitalolympus
  47. 47. IT IS VERY IMPORTANT! https://www.thinkwithgoogle.com/marketing-resources/data- measurement/mobile-page-speed-new-industry-benchmarks/@jondmyers digitalolympus
  48. 48. WHAT DOES GOOGLE SAY? Source: https://www.thinkwithgoogle.com/about/ @jondmyers digitalolympus
  49. 49. PERFORMANCE PER VERTICAL https://www.thinkwithgoogle.com/marketing-resources/data- measurement/mobile-page-speed-new-industry-benchmarks/@jondmyers digitalolympus
  50. 50. PROBLEM MAY BE HERE?? https://www.thinkwithgoogle.com/marketing-resources/data- measurement/mobile-page-speed-new-industry-benchmarks/@jondmyers digitalolympus
  51. 51. HReflang @jondmyers digitalolympus
  52. 52. HREFLANG!!??  @jondmyers digitalolympus
  53. 53. IMPORTANT CHECKS FOR MOBILE-FIRST @jondmyers #digitalolympus
  54. 54. FOR RESPONSIVE SITES 1. Make sure important resources aren’t being blocked e.g. images, JS & CSS. 2. Check for legacy issues such as existing dynamic or separate mobile pages - these will be indexed instead! @jondmyers digitalolympus
  55. 55. FOR DYNAMIC SITES 1. Check that the vary: user agent HTTP header is in use. 2. Make sure the right user agent is being served the correct version of a page, whether that’s mobile or desktop. @jondmyers digitalolympus
  56. 56. FOR SEPARATE MOBILE SITES 1. Guide the mobile and desktop user agents to the correct page version with 301 redirects. 2. Make sure your servers have capacity to handle increased crawl rate from Googlebot Smartphone. @jondmyers digitalolympus
  57. 57. FOR ALL SITES 1. Test robots.txt files to make sure Googlebot Smartphone can access your mobile setup. 2. Check your mobile configuration for any display or UX issues. 3. Test mobile-first readiness by using SEO tools that support mobile crawling. @jondmyers digitalolympus
  58. 58. AMP PAGES  Google is backing the AMP page quite hard  Google preloads AMP pages, images, and scripts to force them to be fast  Not just for news: AMP added support for accepting payments via Android pay, opening the way for ecommerce websites which are 100% AMP https://github.com/ampproject/amphtml/issues/7623 @jondmyers digitalolympus
  59. 59. AMP PAGES WORK…THE PROOF  In A/B testing the AMP experience versus the responsive experience with AdWords traffic, they saw a 20 to 30 percent conversion lift on AMP pages across all mobile campaigns.  More than 70 percent of the 100,000 ad groups in their mobile AdWords campaigns pointed only to AMP pages. That’s now at 100 percent.  AMP pages from organic traffic are converting at a 100 percent lift over responsive and the bounce rate is 10% lower. @jondmyers digitalolympus
  60. 60. Desktop-first optimisation and desktop-first focus are things the past. @jondmyers digitalolympus
  61. 61. Mobile should be your number 1 priority. @jondmyers digitalolympus
  62. 62. WHEN IS IT HAPPENING??? @jondmyers digitalolympus
  63. 63. @jondmyers digitalolympus
  64. 64. WHAT GOOGLE SAID ON 30th APRIL @jondmyers digitalolympus
  65. 65. SPOTTING IF YOU HAVE SWITCHED • Traditionally desktop crawler would do about 80% of the crawling and mobile 20% • This will flip when you are switched over! • Monitor your logs! @jondmyers digitalolympus
  66. 66. ALSO CHECK WHAT IS CACHED @jondmyers digitalolympus
  67. 67. TO LEARN MORE Read our comprehensive mobile-first white paper: http://deepcrawl.actonservice .com/acton/media/31628/mo bile-first-indexing-whitepaper @jondmyers digitalolympus
  68. 68. GO BEYOND THIS WITH PWA’s Progressive Web Apps is: • Progressive • Responsive • App-like • And more... Progressive Web Apps can fall back to AMP. • Hint… first load as AMP. You should think about it now. Progressive Web Apps is THE FUTURE. @jondmyers digitalolympus
  69. 69. At the end of the day… @jondmyers digitalolympus
  70. 70. If we cant figure it out… @jondmyers digitalolympus
  71. 71. There is always Bing! @jondmyers digitalolympus
  72. 72. @jondmyers @DeepCrawl Jon Myers DeepCrawl Chief Growth Officer @jondmyers digitalolympus

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