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MozCon - Mobilegeddon


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With Google's algorithm mobile change, Cindy will walk you through the changes, what they mean for your site and its rankings, and what you should be focusing on going forward.

Cindy Krum is the CEO and Founder of MobileMoxie, LLC, and author of Mobile Marketing: Finding Your Customers No Matter Where They Are. She brings fresh and creative ideas to her clients, and regularly speaks at US and international digital marketing events.

Published in: Internet, Mobile, Marketing
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MozCon - Mobilegeddon

  1. 1. @suzzicks
  2. 2. @suzzicks How to be a Mobile SEO Super Hero in a Post 4/21 World
  3. 3. @suzzicks
  4. 4. @suzzicks OMG - What is Going On?
  5. 5. @suzzicks We Need a Hero!
  6. 6. @suzzicks Surveying the Mobile Landscape
  7. 7. @suzzicks What is the Threat?
  8. 8. @suzzicks Google’s Goal
  9. 9. @suzzicks Types of Mobile Sites mDot Responsive Design Selective Serving Single Page App Rel=“Alternate” Rel=“Canonical”
  10. 10. @suzzicks Desktop Is the Default Canonical Responsive/Dynamic Serving App Deep LinkingmDot Site CANONICAL TO DESKTOP
  11. 11. @suzzicks Honor the Integrity of the Canonical Internal Links Self- Referencing Canonicals XML Sitemap301 Redirects Server Rules
  12. 12. @suzzicks Settings that Impact Mobile Search Chrome vs. Google Now Location & Privacy Android vs. iOS Logged In or Out
  13. 13. @suzzicks Standard vs. Basic Search Results Standard Search Results Basic Search Results
  14. 14. @suzzicks Fundamental 4/21 Changes Desktop Crawl is for Content & Desktop Rendering is Canonical • For mDot Sites • For Responsive Design & Selective Serving • In App Indexing & Deep Linking Mobile Crawl focuses on Rendering Rather Than Content • Need CSS & JS to Render • Rendering is about UX • Hidden Text & Links are Devalued
  15. 15. Why CSS & JavaScript?
  16. 16. @suzzicks Why CSS & JavaScript?
  17. 17. @suzzicks Why CSS & JavaScript?
  18. 18. @suzzicks Why CSS & JavaScript?
  19. 19. @suzzicks Testing for “Mobile-Friendly”ness
  20. 20. @suzzicks Mobile-Friendly Test
  21. 21. @suzzicks Webmaster Console Fetch & Render
  22. 22. @suzzicks Webmaster Console Mobile-Friendliness GET IMAGE 
  23. 23. @suzzicks Mobile UX Signals Font Size & Tap Target Size View Port Flash & Errors
  24. 24. @suzzicks Improving Page Speed with Images Sprites File Size Responsive Image Server Quality: 85% Width: 300px Quality: 70% Width: 150px Quality: 326 PPI Width: 200px
  25. 25. @suzzicks • HTML5 for: • Crop • Scale • Art Director
  26. 26. @suzzicks Other Recent Changes to the SERP Featured Answers Aggregations Interactions EasytoSee Packs Cards Carousels Expansion Information Semantic Natural Language Compound Search Entity Understanding
  27. 27. @suzzicks Hero's Need a Deeper Understanding of ‘Intent’
  28. 28. @suzzicks Intent Desktop Intent
  29. 29. @suzzicks Intent Mobile Intent
  30. 30. @suzzicks Device – Intent Matters! It’s a Ranking Factor.
  31. 31. @suzzicks What Might Indicate Mobile Intent? 1. Voice Search/Natural Language 2. Searches for Apps 3. Local/Map Search 4. News Search 5. Shopping Search 6. Video Search 7. Image Search 8. Find Phone Numbers 9. Music Download Search 10.Media Download Search 11.Fact Search 12.Function Search 13.Search Device 14.Social Interaction
  32. 32. @suzzicks Answers aka Featured Rich Snippets
  33. 33. @suzzicks Answers aka Featured Rich Snippits
  34. 34. @suzzicks Answer Doubles “Lois Lane is a fictional character appearing in comic books published by DC Comics. Created by writer Jerry Siegel and artist Joe Shuster, the character first appeared in Action Comics #1 (June 1938). Lois Lane is an award- winning journalist and the primary love interest of Superman.”
  35. 35. @suzzicks Variable Description Length (Page Scrape - Not Meta Description) 135 306 134 135 340
  36. 36. @suzzicks More Interaction from the SERP
  37. 37. @suzzicks More Interaction from the SERP
  38. 38. @suzzicks Identity Queries & Card Results
  39. 39. @suzzicks Compound Search Queries Same Query Query + ClickQuery
  40. 40. @suzzicks Implied Keywords “How tall is it?”
  41. 41. @suzzicks on Mobile RestaurantTV ShowRecipe
  42. 42. @suzzicks Crumb Trail Url Formatting Westword > news > photos-ten-best-park… > top-lists top-pla… Yelp > search > Find_loc=Denver,+CO > denver-parks
  43. 43. @suzzicks Crumb Trail Url Formatting Yankee Candle > mobile Bath & Body Works > family Anthropologie > candles > home-candle Search for: “Scented Candle”
  44. 44. @suzzicks Making Apps Your Ally
  45. 45. @suzzicks 5 Types of App Results App Pack App Single App Carousel Deep LinksIcon Deep Links
  46. 46. @suzzicks Android & iOS Intent
  47. 47. @suzzicks Understanding App Packs
  48. 48. @suzzicks Android Deep Linking User Experience Google’s Deep Linking case studies:
  49. 49. @suzzicks Google Require Website Parity to Rank Deep Links “Google will be considering "high quality" apps to be a positive ranking factor in mobile search.” -Mariya Moeva (Google Webmaster Trends Analyst, SMX West 2015) WebApp
  50. 50. @suzzicks Deep Links Without Website Parity Social Media Spotlight Search API Email & Paid Ads
  51. 51. @suzzicks Maintaining Super Hero Status
  52. 52. @suzzicks Leveraging Google+ for Local -Name -Address -Phone
  53. 53. @suzzicks Marking Up Email & Contacts “Mobile email opens have grown by 180% in 3 years.”
  54. 54. @suzzicks PPC Results Taking Up More Room on Mobile • click-to-call • star ratings • app icons • links for directions • ad extensions • These could be more of a threat to SEO moving forward
  55. 55. @suzzicks TV & Media Sponsored Results (No Installation Necessary)
  56. 56. @suzzicks Sponsored App Results
  57. 57. @suzzicks Shopping Sponsored Results
  58. 58. @suzzicks Travel Sponsored Results
  59. 59. @suzzicks Predictive Search – Google Now
  60. 60. @suzzicks Predictive Search – Google Now
  61. 61. @suzzicks Predictive Search – Google Now
  62. 62. @suzzicks The End
  63. 63. @suzzicks Thanks! Cindy Krum Call: 720-231-7277 Twitter: @Suzzicks
  64. 64. @suzzicks