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Pubcon Las Vegas Mobile First / Mobile Last

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Presentation on Mobile and SEO. Covering Mobile in general and the Mobile First Algorithm and how it changes search.

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Pubcon Las Vegas Mobile First / Mobile Last

  1. 1. #pubcon@schachin Mobile First. Mobile Last. Kristine Schachinger @schachin #pubcon
  2. 2. #pubcon@schachin Mobile. Mobile. Mobile.
  3. 3. #pubcon@schachin Mobile. Mobile. Mobile. https://www.statista.com/topics/2479/mobile-search/
  4. 4. #pubcon@schachin Mobile. Mobile. Mobile. https://www.statista.com/topics/2479/mobile-search/
  5. 5. #pubcon@schachin Mobile. Mobile. Mobile. https://www.statista.com/topics/2479/mobile-search/
  6. 6. #pubcon@schachin THAT WAS $1,400,000,000,000 effect on retail sales
  7. 7. #pubcon@schachin
  8. 8. #pubcon@schachin
  9. 9. #pubcon@schachin http://www.newsweek.com/everyone-plays-their-phone-while-sitting-toilet-688726
  10. 10. #pubcon@schachin 70% of Users 18-34 Take Their Phones to Bed ZZZZZZZZZZZZZZ ……
  11. 11. #pubcon@schachin 70% of Users 18-34 Take Their Phones to BedMillennials are pretty much terrified to live without their cellphones nearby. When leaving the house, about 62 percent of people would rather forget their wallet at home than their cellphone. Communicating digitally is preferred over in-person conversations, with text messages rounding out the best way to chat with friends. http://www.newsweek.com/everyone-plays-their-phone-while-sitting-toilet-688726
  12. 12. #pubcon@schachin Micromoments.
  13. 13. #pubcon@schachin 70% of Users 18-34 Take Their Phones to Bed https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/ Micromoments.
  14. 14. #pubcon@schachin https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/
  15. 15. #pubcon@schachin I Want To …
  16. 16. #pubcon@schachin find do know see locate
  17. 17. #pubcon@schachin Micromoments are answering the 5 Ws. Who. What. Where. When. Why. And one H  How?
  18. 18. #pubcon@schachin Micromoments.
  19. 19. #pubcon@schachin Micromoments.
  20. 20. #pubcon@schachin http://www.newsweek.com/everyone-plays-their-phone-while-sitting-toilet-688726
  21. 21. #pubcon@schachin Rank Brain
  22. 22. #pubcon@schachin Rank Brain is used for Unknown Queries.
  23. 23. #pubcon@schachin Rank Brain. Only algorithm that uses AI on the live results
  24. 24. #pubcon@schachin This is Rank Brain
  25. 25. #pubcon@schachin
  26. 26. #pubcon@schachin Rank Brain. Google is confused …
  27. 27. #pubcon@schachin Rank Brain. Google does not use NLP (Natural Language Processing)
  28. 28. #pubcon@schachin Rank Brain Uses Users Clicks to Help It Understand Query Intent.
  29. 29. #pubcon@schachin Rank Brain Uses Entities & Known Relationships Person, Place, Thing = Noun = Entities. Nouns or Persons/Places/People/Things are what we call entities. Entities are known to Google and their meaning is defined in the databases Google references.
  30. 30. #pubcon@schachin Rank Brain Uses Entities & Known Relationships There is no optimizing for Rank Brain and why would you want to? Rank Brain Queries = Query (User) Intent to SERPs = weak association. Bringing irrelevant or weak traffic.
  31. 31. #pubcon@schachin But… but… I wannnnnnnaaaaa!
  32. 32. #pubcon@schachin (Gary Illyes)
  33. 33. #pubcon@schachin Then just write in natural and conversational language.
  34. 34. #pubcon@schachin Mobile First Indexing
  35. 35. #pubcon@schachin THIS CHANGES EVERYTHING! Kind of …
  36. 36. #pubcon@schachin Mobile First Indexing
  37. 37. #pubcon@schachin Mobile First Indexing https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
  38. 38. #pubcon@schachin Mobile First Indexing Mobile First Indexing • One Index • Mobile Crawler will be used for all sites • Mobile Content will be used for ranking • Mobile SERPs • Desktop SERPs • AMP NOT a factor in mobile first indexing https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
  39. 39. #pubcon@schachin Mobile First Indexing Content you want to rank for MUST be in your mobile site
  40. 40. #pubcon@schachin If you do not have the content on your mobile site, the site cannot be found for it even in desktop.
  41. 41. #pubcon@schachin Mobile First Indexing • If you have a mobile m. site • Make sure to verify this site in Google Search console • Very important to have your canonicals set up right. • USE Mobile Moxie’s guide • If you have a responsive site • No changes needed • If you have AMP only • You will be evaluated on your desktop content, but mobile friendly boost
  42. 42. #pubcon@schachin Mobile First Indexing UI Hidden Content. Unlike Desktop, content hidden in accordions and tabs will not be devalued in mobile first indexing.
  43. 43. #pubcon@schachin Mobile First Indexing Schema. If you have removed schema in mobile, it must be added back to get into the snippets
  44. 44. #pubcon@schachin Mobile First Indexing Link evaluations will be made by taking a combination of your desktop site, your mobile site (if m.), and your canonicals.
  45. 45. #pubcon@schachin AMP Ads & Interstitials
  46. 46. #pubcon@schachin • Accelerated Mobile Pages • AMP will always replace your Mobile Page • AMP rankings are based on your site value • There are no boosts for AMP EXCEPT where a carousel exists • For news sites, the carousel in Google Organic you can follow progress https://www.ampproject.org/ AMP – What you need to know.
  47. 47. #pubcon@schachin
  48. 48. #pubcon@schachin • Accelerated Mobile Pages Mobile First, but not Mobile ONLY • Desktop users are a powerful purchasing group with more money to spend. • Mobile FIRST is HIGHLY NICHE SPECIFIC • you can follow progress https://www.ampproject.org/ Some Considerations.
  49. 49. #pubcon@schachin • Accelerated Mobile Pages Mobile is affected by the Context, Location, and your Connection. • you can follow progress https://www.ampproject.org/ Some Considerations.
  50. 50. #pubcon@schachin • Accelerated Mobile Pages When is your site most used by mobile users? • Case Study: News site that has mostly desktop users between the hours of 8am-3pm • KNOW where you your users are! • you can follow progress https://www.ampproject.org/ Some Considerations.
  51. 51. #pubcon@schachin • Accelerated Mobile Pages Make sure you know what they are doing on your site • Example. Are your users using mobile for reviews and desktop for purchases? • you can follow progress https://www.ampproject.org/ Some Considerations. https://www.statista.com/topics/2479/mobile-search/
  52. 52. #pubcon@schachin • Accelerated Mobile Pages Remember most users touch 3+ devices BEFORE they complete their interaction with your site. Especially eCommerce. • you can follow progress https://www.ampproject.org/ Some Considerations.
  53. 53. #pubcon@schachin • Accelerated Mobile Pages Mobile is a Must, but it is not the ONLY Bucket. Know your audience AND their behaviors. Do not neglect your desktop users. Do not assume your mobile users behaviors. • you can follow progress https://www.ampproject.org/ Some Considerations.
  54. 54. #pubcon@schachin • Accelerated Mobile Pages You know what happens when we ass-u-me. Research. Research. Research. Then strategize. • you can follow progress https://www.ampproject.org/
  55. 55. #pubcon@schachin
  56. 56. #pubcon@schachin Mobile First. Mobile Last. Kristine Schachinger @schachin #pubcon

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