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The Future of
Mobile SEO
By: Cindy Krum
MobileMoxie
SMX Munich, 2015
• Google’s Mobile-
Friendly Tool
• Unblocking CSS &
JavaScript
Getting the
‘Mobile-
Friendly’
Designation in
Mobile SERPS
Optimizing UX
Google Prefers Faster
Websites – Especially
for Mobile:
(Currently Testing a New
‘Slow Tag’ in Mobile the
SERP)
Optimizing Branded Queries
for Mobile SEO
• Check Branded and
[Brand+Location] Results
• Links
• Sub-links
• Sub-sub Links
Deep Links
are a Positive
Mobile Web
Ranking
Signal & Drive
Traffic
(Deep Links Look Just
Like Other Links)
Add App Deep Links
1:1 for Web Mobile
SEO Boost in Rankings
Android Apps are Now
a Universal Result
(Mobile App Pack)
• Descriptive App Names Help
• Exact Match is Even Better
• Exact Match Keywords in the
App Description May Also
Help
Advanced Mobile
Site Development
Techniques
Understanding the Advanced Architecture Lingo:
Becoming a Common Solution for Big
Database Driven Websites Going
Responsive
Headless
Browser
PushState
Infinite
Scrolling
Single
Page
Web
App
Warnings About Deferred/Async/Lazy Loading:
• Google Does not Crawl Links that
are Lazy-Loaded & Probably
Devalues Text that is Lazy Loaded
• Google Does Not Click Links to
Get Content – Need JavaScript
OnLoad Event
• Google About to Retire their AJAX
Development Guidelines
Warnings About Infinite Scroll
• Infinite Scroll Still Should break down to
Pagination with Rel=“Next” Rel=“Prev”
• End Pagination with the Last Piece of
Content (No un-ending Pagination with
Repeating Content)
• Paginated Pages Should
be Included in Sitemaps
Searching is
Changing –
Especially on Mobile
Google Now = Your Personal Knowledge Graph
• Adding Your Personal
Information to their Big Data
Mix = More Processing
• Increasing Amount of Info to
Crawl & Index
• Feeds & Schema More
Efficient than Crawling
Google Now Cards
• Stocks
• Weather
• Reminders
• Sports
• TV Shows
• Traffic & Flights
• Boarding Pass
• Shipping Info
• Public Transit Info
• Friends Birthdays
• Public Alerts
• Hotel & Restaurant
The New Ideal Result Format for Google is….
Wearables
Google Search Google Maps Google Now Google Play
Mobile SEO:
Google Search Google Maps Google Now Google Play
Mobile SEO:
Google As a
Presentation Layer
for the Internet?
Mobile Results That Have Gone Full-Screen-
Google
(See All the Examples in the Appendix of this Deck!)
• Knowledge Graph
• Definitions & Concepts
• Videos – Play from SERP
• Location/Business Cards
• Restaurants & Menus
• Map Queries
• Weather
• Hotel Booking Search
• Flight Booking Search
• Flight Number Search
• TV Info Cards
(With Season/Episode)
• Music Info Cards
(Tour Dates & Songs/Albums)
• Song Lyrics
• Food Nutrition Info
• Health Condition & Drugs
• Car Insurance Search
• How to Boil an Egg
(MarthaStewart.com)
So Ranking
Is Not
The Goal
#1
Google is Preventing Blue Links from Showing
Above the Fold on Mobile
• In the US, Only 3% of Searches Return Simple List of Blue Links (Dr.
Pete)
• Info Card/Answer Boxes/Knowledge Graph Results & Other Cards
are More Likely to Get Included & Likely to Float to the Top
• Lots of Google’s Results are Monetized Feeds & Schema
”Google is essentially competing against us with
our own information, and I think that’s a turning
point in the relationship between Google and
webmasters.”
-Dr. Peet
http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-
to-the-changing-google-serps
Getting into the
Presentation Layer
Optimizing Universals for Mobile
Search & Google Now:
• Optimize Apps, Images & Videos for Premium
Placement at the Top of Mobile
• Optimize Google+ for Business: Local Cards & Local
Schema/Reviews for Map Results, Local Images
• Deep Link with Apps & Leverage the Google Now
API & Google Now Web & Email Schema, Especially
with Event/Ticket/Product Schema in Web & Email
Optimizing Gmail For Crawling,
Ranking & Google Now (With
Email Schema)
Optimize Apps for Google Now Push Notifications
When All Else
Fails…
PPC Ad Extensions
Way More
Persuasive on Mobile
Thanks!!
Cindy Krum
CEO & Founder, MobileMoxie
cindy@mobilemoxie.com
@Suzzicks
Thanks!!
Cindy Krum
CEO & Founder, MobileMoxie
cindy@mobilemoxie.com
@Suzzicks
APPENDIX
Examples of
Full-Page-Google Mobile Results
Google Keeps
Hotel Searchers in
a Google –
Controlled
Experience
Searching for
Flights Gets
You 2 Potential
Kinds of Full
Screen Results
See this on
Android Phones
(Results Different
From Android to
iPhone)
Full Page
Location
Results &
Map + Image
Results
Google+ For Business
=
Google Local for
Mobile
Location Cards in
Search Results Save
Favorites Directly to
Google Maps
Wikipedia +
Image Results +
Knowledge
Graph = Your
Website is WAY
Below the Fold!
Medical
Questions About
Conditions &
Drugs Take The
Full Page
Deeper
Integration with
Entertainment:
TV Show Info
Boxes,
Reminders &
Inline Video
Restaurants &
‘Menu’ Searches
Google is Trying
to Answer the
Most Important
Questions In-
Line Too

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The Future of Mobile SEO - SMX Munich 2015

  • 1. The Future of Mobile SEO By: Cindy Krum MobileMoxie SMX Munich, 2015
  • 2. • Google’s Mobile- Friendly Tool • Unblocking CSS & JavaScript Getting the ‘Mobile- Friendly’ Designation in Mobile SERPS
  • 4. Google Prefers Faster Websites – Especially for Mobile: (Currently Testing a New ‘Slow Tag’ in Mobile the SERP)
  • 5. Optimizing Branded Queries for Mobile SEO • Check Branded and [Brand+Location] Results • Links • Sub-links • Sub-sub Links
  • 6. Deep Links are a Positive Mobile Web Ranking Signal & Drive Traffic (Deep Links Look Just Like Other Links) Add App Deep Links 1:1 for Web Mobile SEO Boost in Rankings
  • 7. Android Apps are Now a Universal Result (Mobile App Pack) • Descriptive App Names Help • Exact Match is Even Better • Exact Match Keywords in the App Description May Also Help
  • 9. Understanding the Advanced Architecture Lingo: Becoming a Common Solution for Big Database Driven Websites Going Responsive Headless Browser PushState Infinite Scrolling Single Page Web App
  • 10. Warnings About Deferred/Async/Lazy Loading: • Google Does not Crawl Links that are Lazy-Loaded & Probably Devalues Text that is Lazy Loaded • Google Does Not Click Links to Get Content – Need JavaScript OnLoad Event • Google About to Retire their AJAX Development Guidelines
  • 11. Warnings About Infinite Scroll • Infinite Scroll Still Should break down to Pagination with Rel=“Next” Rel=“Prev” • End Pagination with the Last Piece of Content (No un-ending Pagination with Repeating Content) • Paginated Pages Should be Included in Sitemaps
  • 13. Google Now = Your Personal Knowledge Graph • Adding Your Personal Information to their Big Data Mix = More Processing • Increasing Amount of Info to Crawl & Index • Feeds & Schema More Efficient than Crawling
  • 14. Google Now Cards • Stocks • Weather • Reminders • Sports • TV Shows • Traffic & Flights • Boarding Pass • Shipping Info • Public Transit Info • Friends Birthdays • Public Alerts • Hotel & Restaurant
  • 15. The New Ideal Result Format for Google is….
  • 17. Google Search Google Maps Google Now Google Play Mobile SEO:
  • 18. Google Search Google Maps Google Now Google Play Mobile SEO:
  • 19. Google As a Presentation Layer for the Internet?
  • 20. Mobile Results That Have Gone Full-Screen- Google (See All the Examples in the Appendix of this Deck!) • Knowledge Graph • Definitions & Concepts • Videos – Play from SERP • Location/Business Cards • Restaurants & Menus • Map Queries • Weather • Hotel Booking Search • Flight Booking Search • Flight Number Search • TV Info Cards (With Season/Episode) • Music Info Cards (Tour Dates & Songs/Albums) • Song Lyrics • Food Nutrition Info • Health Condition & Drugs • Car Insurance Search • How to Boil an Egg (MarthaStewart.com) So Ranking Is Not The Goal #1
  • 21. Google is Preventing Blue Links from Showing Above the Fold on Mobile • In the US, Only 3% of Searches Return Simple List of Blue Links (Dr. Pete) • Info Card/Answer Boxes/Knowledge Graph Results & Other Cards are More Likely to Get Included & Likely to Float to the Top • Lots of Google’s Results are Monetized Feeds & Schema
  • 22. ”Google is essentially competing against us with our own information, and I think that’s a turning point in the relationship between Google and webmasters.” -Dr. Peet http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide- to-the-changing-google-serps
  • 24. Optimizing Universals for Mobile Search & Google Now: • Optimize Apps, Images & Videos for Premium Placement at the Top of Mobile • Optimize Google+ for Business: Local Cards & Local Schema/Reviews for Map Results, Local Images • Deep Link with Apps & Leverage the Google Now API & Google Now Web & Email Schema, Especially with Event/Ticket/Product Schema in Web & Email
  • 25. Optimizing Gmail For Crawling, Ranking & Google Now (With Email Schema)
  • 26. Optimize Apps for Google Now Push Notifications
  • 28. PPC Ad Extensions Way More Persuasive on Mobile
  • 29. Thanks!! Cindy Krum CEO & Founder, MobileMoxie cindy@mobilemoxie.com @Suzzicks
  • 30. Thanks!! Cindy Krum CEO & Founder, MobileMoxie cindy@mobilemoxie.com @Suzzicks APPENDIX Examples of Full-Page-Google Mobile Results
  • 31. Google Keeps Hotel Searchers in a Google – Controlled Experience
  • 32. Searching for Flights Gets You 2 Potential Kinds of Full Screen Results
  • 33. See this on Android Phones (Results Different From Android to iPhone)
  • 35. Google+ For Business = Google Local for Mobile Location Cards in Search Results Save Favorites Directly to Google Maps
  • 36. Wikipedia + Image Results + Knowledge Graph = Your Website is WAY Below the Fold!
  • 38. Deeper Integration with Entertainment: TV Show Info Boxes, Reminders & Inline Video
  • 40. Google is Trying to Answer the Most Important Questions In- Line Too

Editor's Notes

  1. Wed. 11:30, 15min
  2. Branded search results – especially if they are designated ‘Mobile-Friendly can beat-out the map results. That could be good or bad, depending on your goals.
  3. http://builtvisible.com/on-infinite-scroll-pushstate/ Single Page App: A web site that fits on a single web page for a more fluid user experience. Either all necessary code – HTML, JavaScript, and CSS – is retrieved with a single page load, or the appropriate resources are dynamically loaded and added to the page as necessary. Interaction with the single page application often involves dynamic communication with the web server behind the scenes. Infinite Scroll: A web design technique that prevents the browser scroll bar from scrolling to the bottom of the page, causing the page to grow with additional content instead. PushState: Part of the HTML 5 History API — a set of tools for managing state on the browser. So, the address bar is updated to match the specified URL without re-loading the page.
  4. Comscore:
  5. Comscore:
  6. Google Partners with Hotel 77 – Google+ Hotel listings in Web look a lot like Google Now Cards – may merge or cross pollinate. http://www.androidheadlines.com/2014/04/google-partners-hotel-booking-startup-room-77-better-search-listings.html Room 77 has an app you can test. Similar experience with airline booking. Hotel/flight booking by voice search in GoogleNow soon. Resemples Price comparison engines like Expedia and Kayak, but directly in the search results.
  7. Google Scrapes Menus – as long as they are not in PDFs. If menus are not scrapable, Google will just show the Location card instead.