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Max Prin - MnSearch Summit 2018 - SEO for the Current Mobile Landscape

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Max Prin - MnSearch Summit 2018 - SEO for the Current Mobile Landscape

  1. 1. Max Prin, Head of Technical SEO, Merkle @maxxeight Technical SEO Tactics for the Current Mobile Landscape
  2. 2. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit “It’s all about mobile now…”
  3. 3. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit “Page speed is very important…”
  4. 4. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit “AMP is great!”
  5. 5. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit5
  6. 6. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit Mobile-First Indexing (user-agent = smartphone)
  7. 7. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit7
  8. 8. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit8
  9. 9. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit9 Mobile-first index: how?
  10. 10. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit10 Mobile-first index is slow to roll out 76.7% 14.7% 8.6% Googlebot Googlebot-Smartphone Other Googlebots
  11. 11. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit11 Track mobile-first indexing yourself You can can log the user-agent used in HTML comments Sample PHP code: <!-- User-agent: <?php echo $_SERVER[”HTTP_USER_AGENT”]; ?> --> The cached page on Google will show which user-agent Googlebot used to crawl the page. @JohnMu John Mueller Google
  12. 12. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit12 0.0 0.5 1.0 1.5 2.0 2.5 3.0 2010 2011 2012 2013 2014 2015 2016 2017 2018 Billions Western Europe North America Middle East & Africa Latin America Central & Eastern Europe Asia-Pacific Worldwide Mobile Internet Users Source: Mobile Internet Users, eMarketer, January 2018 Mobile-first index: why?
  13. 13. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit13 Mobile-first index: why? Mobile searches surpassed desktop searches in 2015. Source: Google Internal Data, for 10 countries including the US and Japan, April 2015.
  14. 14. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit14 0 50 100 150 200 250 2010 2011 2012 2013 2014 2015 2016 2017 2018 Millions Source: Mobile Internet Users – United States, eMarketer, January 2018 API App indexing announced 10/13 Google acquired Firebase 9/11 Mobile- friendly label 11/14 Mobilegeddon 4/15 Mobile-friendly testing tool 5/16 AMP project announced 10/15 Mobile- interstitial penalty 8/16 Mobile-first indexing announcement 11/16 PWAs created 6/15 PWA announcement 11/16 Mobile-friendliness API 1/17 Mobile speed ranking factor 1/18 (7/18) Mobile-first index roll-out announced 3/18 Mobile-friendly label removed 8/16 Google officially recommends responsive 6/12 Google suggest adaptive (1 HTML, 2 CSS) 2/12 US mobile Internet users & Google’s mobile updates @AlexisKSanders Alexis Sanders Merkle
  15. 15. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit15 However, mobile phones… …have smaller screens (less space for content) …are slower (less processing power, memory) …can have weak connections (3G, 4G < Cable, Fiber)
  16. 16. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit SEO Search Engine Experience Optimization
  17. 17. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit17 Search Engine Experience Optimization Website features Relevant Mobile-friendly Fast Secure Popular How? - Content RWD* Site speed HTTPS Links Rankings - Up Not MF = down Slow = down Up* Up SEO = making sure search engines ”understand” optimized experiences
  18. 18. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit Mobile-Friendly vs. Mobile-Optimized (for both users and search engines)
  19. 19. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit19
  20. 20. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit Graceful Degradation / Progressive Enhancement Devices (hardware, screen size), browsers, network, permissions, etc.
  21. 21. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit21 3 ways to implement your mobile website Responsive Web Design Dynamic Serving Separate URLs Same URL (vs. desktop) Same HTML (vs. desktop) Potential/main concern Page speed Content parity Content parity
  22. 22. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit22 <link> tagging map (for websites with separate URLs + international sites + AMP) Source: https://ampbyexample.com/introduction/internationalization/
  23. 23. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit23 Ensure parity between mobile and desktop versions
  24. 24. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit24 Ensure parity between mobile and desktop versions
  25. 25. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit25 Ensure parity between mobile and desktop versions  (Accessible) Content • Page title • Meta description • H1, H2, etc. • Words • Links (nofollow) • Images (alt text) • Videos  <link> tags • hreflang • rel=“prev/next”  Structured Data https://technicalseo.com/seo-tools/mobile-first-index/ Mobile-first Index Tabs Accordions “Click-to-expand” Loaded automatically
  26. 26. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit SERP Features & Voice Search (structured data markup)
  27. 27. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit27 A lot of SERP features are powered by structured data
  28. 28. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit28 Leveraging structured data markup Structured data markup has 2 components:  Vocabulary: schema.org  Format: • Microdata • JSON-LD
  29. 29. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit29 Leveraging structured data markup Google supports a ton of markups that can enhance search results: - Product, reviews, ratings - Events, music, movie, recipes, etc. Rich Result = Higher Click-Through Rate (CTR) https://developers.google.com/schemas/reference/
  30. 30. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit30 Schema.org markup generator (technicalseo.com)
  31. 31. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit31 Schema.org markup generator (technicalseo.com)  Generate JSON-LD (and some microdata) • Website (Site Name, Sitelinks Searchbox) • Breadcrumbs • Person (jobTitle, worksFor, sameAs) • Organization (Logo, Contacts, Social Profiles) • Local Business (Address, OpeningHoursSpecification) • Article (NewsArticle, BlogPosting) • Product (Offer, AggregateRating, Reviews) • Event • Recipe • Job Posting  Easily send code to Google’s testing tool https://technicalseo.com/seo-tools/schema-markup-generator/
  32. 32. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit32 Mobile click-through-rates by ranking position
  33. 33. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit33 Voice search results Knowledge Graph Featured Snippets
  34. 34. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit34 94% of featured snippet URLs rank in the top five
  35. 35. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit Page Speed (site latency)
  36. 36. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit36 Source: Soasta
  37. 37. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit37 Source: Soasta
  38. 38. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit38 Source: Soasta
  39. 39. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit39 Images: 41%
  40. 40. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit40 Speed matters Compress images Leverage browser caching Use system fonts Use HTTP/2  Multiplexing, binary headers, header compression, server push https://raventools.com/blog/free-ssl-http2/
  41. 41. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit41 Do load times impact Google’s crawl?
  42. 42. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit AMP (accelerated mobile pages)
  43. 43. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit43 Why are AMPs so fast? (in a nutshell) AMP HTML+JS AMP Cache (CDN) Prerendering
  44. 44. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit over 60% of the clicks to AMP in Google search go to non-news sites
  45. 45. The Total Economic Impact™ of AMP across publishers and e-commerce 20% Conversion 10% Traffic 60% Pages/visit
  46. 46. AgendaCategory page <amp-sidebar> - Navigation <amp-carousel> <amp-list> - Product organization <amp-form> - Searching <amp-bind> - Filtering and sorting <amp-access> - Logged in/out
  47. 47. AgendaProduct page <amp-video> <amp-accordion> - Product images/details <amp-form> <amp-carousel> - Comments/reviews <amp-selector> - Tabs/Thumbnails <amp-bind> - Color/size selection <amp-state> - Add to cart
  48. 48. AgendaCheckout Payment Requests API - Chrome only <amp-form> - Checkout within AMP <amp-install-serviceworker> - Fast transition to HTML
  49. 49. AgendaDevelopment & tracking <amp-analytics> - Google Analytics, Adobe, etc. <amp-experiments> - A/B testing Custom JavaScript (coming, someday)
  50. 50. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit50 AMP documentation https://www.ampproject.org/docs/reference/components https://www.ampbyexample.com
  51. 51. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit51 AMP tools https://search.google.com/test/amp https://technicalseo.com/seo-tools/amp/
  52. 52. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit What about “SEO”? AMP is not a ranking factor A “really fast” site doesn’t rank better than a “fast” site
  53. 53. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit53
  54. 54. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit What about “SEO”? AMP is not a ranking factor A “really fast” site doesn’t rank better than a “fast” site Faster is better (+ AMP cache/pre-loading) AMP = mobile-friendly SERP visibility
  55. 55. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
  56. 56. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit Progressive Web AMPs (the ultimate configuration)
  57. 57. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit57 What’s a progressive web app? Native apps Web apps
  58. 58. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit58 What’s a progressive web app? Reliable and Fast App shell cached locally (on 1st load) • Fast loading when offline or with slow connection (on subsequent loads) Mobile-friendly (responsive) Secure (HTTPS) Engaging App icon on device’s home screen Push notifications
  59. 59. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit59 What’s a progressive web app?
  60. 60. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit60 AMP as entry point into your PWA <amp-install-serviceworker>
  61. 61. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit61 AMP as entry point into your PWA 1) User gets the AMP from the SERP 2) Service worker is installed on device • Once activated, SW caches the “app shell” and initial data 3) User clicks on a (internal) link 4) Service worker “hijacks” the click 5) Pre-cached PWA loads instantly
  62. 62. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit62 The service worker “hijacks” the click if (request = navigate) { if (requested page is cached) { serve cached PWA version } else { fetch, serve and cache PWA version } } else { … }
  63. 63. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit63 PWA + AMP = PWAMP The AMP framework is not compatible with (all) JavaScript frameworks (e.g. pushState)
  64. 64. Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit64 PWAMP examples and resources https://pwamp.shop https://www.howpwampworks.com (by @aleyda)
  65. 65. Thank you!

Editor's Notes

  • https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
  • https://www.slideshare.net/BotifySEO/how-does-google-crawl-the-web-botify-at-smx-paris-2018 (slide 64)
  • https://twitter.com/wojmazur/status/976034963433967616
    You can also look at log files
  • Smartphones are cheaper, portable (convenient)
    Some country are mobile-only.
  • https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
    https://www.thinkwithgoogle.com/data-gallery/detail/mobile-vs-desktop-search-trends/
  • Firebase – 9/2011
    https://www.seroundtable.com/google-easy-mobile-seo-14748.html - 2/20/12
    https://www.seroundtable.com/google-mobile-seo-official-15264.html - 6/7/12
    Google introduces app indexing - 10/13/13
    Google acquires Firebase - 10/2014
    Mobile-friendliness label - 11/18/14
    Mobilegeddon/mobile-friendliness update – 4/21/15
    PWAs introduced – 6/15/15
    AMP announcement – 10/7/15
    Mobile-friendly testing tool - 5/17/16
    Mobile interstitial penalty – 8/23/16
    Google removes mobile-friendly label - 8/31/16
    What is AMP? - 9/12/2016
    Mobile-first index (announcement 1) – 11/4/16
    PWA – 11/9/16
    Mobile-friendliness Test API – 1/31/17
    Mobile speed ranking factor – 1/17/18
    Mobile-first official announcement – 3/26/18
  • Popularity: you don’t need to understand something to acknowledge its reality.
  • !!! = new features in this tool: rendered code and JS console – very useful to troubleshoot rendering issue with JS-powered sites.
  • https://www.w3.org/wiki/Graceful_degradation_versus_progressive_enhancement
    Leveraging smartphone features – camera, GPS, notifications, etc.

    Mobile optimized: also avoid full screen popups
  • https://ampbyexample.com/introduction/internationalization/
  • Regardless mobile config: avoid bad practices like interstitials
  • Microdata: introduced with HTML5. Attributes and values directly integrated into HTML elements -> can quickly become complicated to implement, especially when the data is not grouped together in the code.
    JSON-LD (JavaScript Object Notation for Linked Data): much easier to implement (1 block of script)
    It’s easy to forget the golden rule of SDM: do not markup non-visible data
  • https://developers.google.com/schemas/reference/

    Ranking positive outcomes:
    More relevance
    better CTR -> better rankings
  • https://www.sistrix.com/downloads/study/sistrix_mobile_seo_study_en.pdf
    No click = SERP features in mobile results: quick answers, local packs, etc.
  • A.J. Ghergich, May 14, 2018 - https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
    We analyzed 10 million mobile keywords and dissected 1.3 million featured snippets on Google.

    But leveraging structured data for semantics and relevance as well as on the overall quality of the content might help getting into the top 5 then getting the featured snippet.
  • https://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-page-speed-load-time/
    https://support.google.com/partners/answer/7336278?hl=en
    https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
    Too fast? error pages

    AMP is a natural fit for e-commerce because AMP makes web pages fast, and fast pages help with purchase conversions.
  • https://www.soasta.com/blog/spring-2017-online-retail-web-performance/
  • https://www.soasta.com/blog/spring-2017-online-retail-web-performance/
  • http://www.httparchive.org/interesting.php?a=All&l=Feb%2015%202018&s=Top1000 of the top 1M sites Alexa
  • HTTP/2: https://www.merkleinc.com/blog/http2-electric-boogaloo-0

    Cloudflare: CDN + HTTPS + HTTP/2 for FREE! https://raventools.com/blog/free-ssl-http2/ (Jon Henshaw)
  • https://www.ampproject.org/learn/about-how/
    https://medium.com/@cramforce/why-amp-is-fast-7d2ff1f48597
    Lazy loading
    Extensive use of preconnect
    Prefetching of lazy loaded resources
    All async JavaScript
    Inline style sheets
    Zero HTTP requests block font downloads.
    Instant loading through prerendering
    Prerendering only downloads resources above the fold
    Prerendering does not render things that might be expensive in terms of CPU
    Intelligent resource prioritization
    Uncoupling of document layout from resource downloads
    Maximum size for style sheet
    FastDOM-style DOM change batching
    Optimized for low count of style recalculations and layout
    Mitigations for third party JS worst-practices such as document.write
    Runtime cost of analytics instrumentation is independent of number of used analytics providers
    Extensions don’t block page layout
    CDN delivery available to all AMP documents
    All resources and the document are loaded from the same origin through the same HTTP 2.0 tunnel
    Animations can be GPU accelerated



  • Dave Besbris, VP of Engineering at Google
    over 31 million domains on the internet publishing AMP and they published over 5 billion pages.
    recipes, travel, retail, dictionaries, RapGenius…
  • https://www.ampproject.org/latest/blog/the-total-economic-impact-of-amp-across-publishers-and-e-commerce/
    PDF: https://www.ampproject.org/static/extra/The_Total_Economic_Impact_Of_AMP.pdf
  • https://www.ampproject.org/latest/blog/amp-bind-brings-flexible-interactivity-to-amp-pages/
  • <amp-list> for related products
    <amp-social-share>
  • <amp-list> for related products
    <amp-social-share>
  • https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
  • Still hard to built a full ecom site with AMP: AMP can’t be the full solution for conversions
  • Why is the reach of web apps higher? Search engines (vs. app stores).

    Supported by all major browsers
  • No need to be indexed
  • https://www.ampproject.org/docs/integration/pwa-amp
    https://www.ampproject.org/docs/integration/pwa-amp/amp-to-pwa

    - AMP for initial user acquisition
    AMP is an ideal solution for so-called leaf pages, content pages that your users discover organically through a search engine, a shared link by a friend or through a link on another site. Because of AMP's specialized pre-rendering, AMP pages load extremely fast, which in return means much less drop off (the latest DoubleClick study shows that more than 53% of all users will drop off after 3 seconds).
    - PWA for rich interactivity and engagement
    Progressive Web Apps, on the other hand, allow for much greater interactivity and engagement, but do not have the instant first-load characteristics of an AMP page. At their core is a technology called Service Worker, a client-side proxy that allows you to cache all sorts of assets for your pages, but said Service Worker only activates after the first load.
  • https://www.ampproject.org/docs/integration/pwa-amp
  • On the same URL!

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