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Max Prin, Head of Technical SEO, Merkle
@maxxeight
Technical SEO Tactics for the Current Mobile Landscape
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
“It’s all about mobile now…”
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
“Page speed is very important…”
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
“AMP is great!”
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit5
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
Mobile-First Indexing
(user-agent = smartphone)
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit7
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit8
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit9
Mobile-first index: how?
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit10
Mobile-first index is slow to roll out
76.7%
14.7%
8.6%
Googlebot G...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit11
Track mobile-first indexing yourself
You can can log the user-agent...
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...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit13
Mobile-first index: why?
Mobile searches surpassed
desktop searches...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit14
0
50
100
150
200
250
2010 2011 2012 2013 2014 2015 2016 2017 2018
M...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit15
However, mobile phones…
…have smaller screens
(less space for conte...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
SEO
Search Engine Experience Optimization
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit17
Search Engine Experience Optimization
Website features
Relevant
Mob...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
Mobile-Friendly vs. Mobile-Optimized
(for both users and search engin...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit19
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
Graceful Degradation / Progressive Enhancement
Devices (hardware, scr...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit21
3 ways to implement your mobile website
Responsive
Web Design
Dynam...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit22
<link> tagging map (for websites with separate URLs + international...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit23
Ensure parity between mobile and desktop versions
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit24
Ensure parity between mobile and desktop versions
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit25
Ensure parity between mobile and desktop versions
 (Accessible) Co...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
SERP Features & Voice Search
(structured data markup)
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit27
A lot of SERP features are powered by structured data
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit28
Leveraging structured data markup
Structured data markup has 2 comp...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit29
Leveraging structured data markup
Google supports a ton of markups
...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit30
Schema.org markup generator (technicalseo.com)
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit31
Schema.org markup generator (technicalseo.com)
 Generate JSON-LD (...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit32
Mobile click-through-rates by ranking position
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit33
Voice search results
Knowledge Graph Featured Snippets
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit34
94% of featured snippet URLs rank in the top five
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
Page Speed
(site latency)
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit36
Source: Soasta
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit37
Source: Soasta
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit38
Source: Soasta
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit39
Images:
41%
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit40
Speed matters
Compress images
Leverage browser caching
Use syste...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit41
Do load times impact Google’s crawl?
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
AMP
(accelerated mobile pages)
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit43
Why are AMPs so fast? (in a nutshell)
AMP HTML+JS AMP Cache (CDN) P...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
over 60%
of the clicks to AMP in Google search go to non-news sites
The Total Economic Impact™ of AMP
across publishers and e-commerce
20%
Conversion
10%
Traffic
60%
Pages/visit
AgendaCategory page
<amp-sidebar>
- Navigation
<amp-carousel>
<amp-list>
- Product organization
<amp-form>
- Searching
<am...
AgendaProduct page
<amp-video>
<amp-accordion>
- Product images/details
<amp-form>
<amp-carousel>
- Comments/reviews
<amp-...
AgendaCheckout
Payment Requests API
- Chrome only
<amp-form>
- Checkout within AMP
<amp-install-serviceworker>
- Fast tran...
AgendaDevelopment
& tracking
<amp-analytics>
- Google Analytics, Adobe, etc.
<amp-experiments>
- A/B testing
Custom JavaSc...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit50
AMP documentation
https://www.ampproject.org/docs/reference/compone...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit51
AMP tools
https://search.google.com/test/amp https://technicalseo.c...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
What about “SEO”?
AMP is not a ranking factor
A “really fast” site do...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit53
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
What about “SEO”?
AMP is not a ranking factor
A “really fast” site do...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit
Progressive Web AMPs
(the ultimate configuration)
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit57
What’s a progressive web app?
Native apps
Web apps
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit58
What’s a progressive web app?
Reliable and Fast
App shell cached lo...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit59
What’s a progressive web app?
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit60
AMP as entry point into your PWA
<amp-install-serviceworker>
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit61
AMP as entry point into your PWA
1) User gets the AMP from the SERP...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit62
The service worker “hijacks” the click
if (request = navigate) {
if...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit63
PWA + AMP = PWAMP
The AMP framework is
not compatible with (all)
Ja...
Max Prin @maxxeight | MnSearch Summit 2018 #mnsummit64
PWAMP examples and resources
https://pwamp.shop https://www.howpwam...
Thank you!
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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

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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!

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