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SearchStars 2018: Rachel Costello - Deepcrawl

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"How to Survive & Thrive After Mobile-first Indexing"
Presentation from SearchStars - Swedens largest search marketing conference.

Published in: Marketing
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SearchStars 2018: Rachel Costello - Deepcrawl

  1. 1. Separate mobile sites: the mobile URL is used for indexing. @rachellcostello searchstarsSE
  2. 2. Dynamic sites: the mobile version is used for indexing. @rachellcostello searchstarsSE
  3. 3. AMP & non-AMP sites: the non- AMP mobile URL is used for indexing. @rachellcostello searchstarsSE
  4. 4. Rel="canonical" Rel="alternate" Canonical tags don’t need to be swapped to point to mobile. Mobile versions can be found through the rel="alternate" tag. @rachellcostello searchstarsSE
  5. 5. The rel="alternate" tag will be more crucial than ever for separate mobile sites. @rachellcostello searchstarsSE
  6. 6. IMPACT ON WEBSITE PERFORMANCE @rachellcostello searchstarsSE
  7. 7. EFFECTS ON SITE PERFORMANCE Will keyword rankings be affected? Yes, if your mobile content is reduced and doesn’t contain terms the page was previously ranking for on desktop. @rachellcostello searchstarsSE
  8. 8. The most important content must be on the mobile version. @rachellcostello searchstarsSE
  9. 9. These need to be maintained across desktop and mobile: MetadataContent VideosImages HreflangMarkup Indexing Rules Alt Attributes Canonical Tags @rachellcostello searchstarsSE
  10. 10. These elements must also be crawlable and indexable. @rachellcostello searchstarsSE
  11. 11. Does internal linking need to be the same? @rachellcostello searchstarsSE
  12. 12. No, but internal linking on mobile needs to be accessible for users and search engines. @rachellcostello searchstarsSE
  13. 13. @rachellcostello searchstarsSE
  14. 14. INTERNAL LINKING ON MOBILE Be mindful of orphaned pages, or increased levels in site depth which could be keeping search engines away from your content. @rachellcostello searchstarsSE
  15. 15. Structured data will play a vital part in the mobile-first world, and beyond. @rachellcostello searchstarsSE
  16. 16. STRUCTURED DATA ON MOBILE “The biggest challenge for mobile-first will be understanding the lightweight needs of the user and applying this via condensed content. Structured data and markup allows for disambiguation when content is not so prevalent on a page in an unstructured form.” Dawn Anderson MD, Move It Marketing @rachellcostello searchstarsSE
  17. 17. Be cautious of stripping back too far for the mobile experience. @rachellcostello searchstarsSE
  18. 18. THE IMPORTANCE OF MOBILE EXPERIENCE @rachellcostello searchstarsSE
  19. 19. Content needs to be included for search engines but also needs to be easily accessible for users. @rachellcostello searchstarsSE
  20. 20. Source: https://www.thinkwithgoogle.com/data/negative-brand-experience-mobile-lost-conversions/ @rachellcostello searchstarsSE
  21. 21. Source: https://www.thinkwithgoogle.com/data/smartphone-productivity-tools-revisit-mobile/ @rachellcostello searchstarsSE
  22. 22. @rachellcostello searchstarsSE
  23. 23. Doesn’t scale to fit screen. CTA dominates above-the- fold view. @rachellcostello searchstarsSE
  24. 24. @rachellcostello searchstarsSE
  25. 25. Keep scrolling... Content found, 2 screen lengths later. @rachellcostello searchstarsSE
  26. 26. @rachellcostello searchstarsSE
  27. 27. GDPR ¯_(ツ)_/¯ GDPR ¯_(ツ)_/¯ @rachellcostello searchstarsSE
  28. 28. IMPORTANT CHECKS FOR MOBILE-FIRST @rachellcostello searchstarsSE
  29. 29. FOR RESPONSIVE SITES Make sure important resources aren’t being blocked e.g. images, JS & CSS. Check for legacy issues such as existing dynamic or separate mobile pages - these will be indexed instead. @rachellcostello searchstarsSE
  30. 30. FOR DYNAMIC SITES Check that the vary: user agent HTTP header is in use. Make sure the right user agent is being served the correct version of a page, whether that’s mobile or desktop. @rachellcostello searchstarsSE
  31. 31. FOR SEPARATE MOBILE SITES Guide the mobile and desktop user agents to the correct page version with 301 redirects. Make sure your servers have capacity to handle increased crawl rate from Googlebot Smartphone. @rachellcostello searchstarsSE
  32. 32. FOR ALL SITES Test robots.txt files to make sure Googlebot Smartphone can access your mobile setup. Check your mobile configuration for any display or UX issues. Test mobile-first readiness by using SEO tools that support mobile crawling. @rachellcostello searchstarsSE
  33. 33. Source: https://www.deepcrawl.com/blog/news/google-webmaster-hangout-notes-june-27th-2017/ @rachellcostello searchstarsSE
  34. 34. @rachellcostello searchstarsSE
  35. 35. Crawl both desktop and mobile versions in the same crawl to make comparisons. @rachellcostello searchstarsSE
  36. 36. @rachellcostello searchstarsSE
  37. 37. WHAT TO WATCH OUT FOR These are the key differences you’ll need to look out for when comparing desktop and mobile: 1. Pages missing on mobile 2.Content differences 3. Click depth @rachellcostello searchstarsSE
  38. 38. If you want to learn more about mobile-first... @rachellcostello searchstarsSE
  39. 39. Read our comprehensive white paper: https://www.deepcrawl.com/blog/white-papers/deepcrawl-guide-google-mobile-first-index/ @rachellcostello searchstarsSE
  40. 40. KEY TAKEAWAYS Thorough testing is crucial to be sure your mobile configuration is set up correctly. Run dedicated crawls of separate mobile sites. Use a mobile user agent on responsive/dynamic sites. Make sure everything you want to rank for is included on mobile. @rachellcostello searchstarsSE
  41. 41. Desktop-first optimisation is now a thing of the past. @rachellcostello searchstarsSE
  42. 42. Mobile should be your number one priority. @rachellcostello searchstarsSE
  43. 43. THANK YOU! Any questions? Send me a tweet: Rachel Costello Technical SEO, DeepCrawl @rachellcostello searchstarsSE deepcrawl.com @DeepCrawl
  44. 44. RESOURCES Google Webmasters Twitter thread - https://twitter.com/googlewmc/status/1007235817792790528 DeepCrawl’s Ultimate Guide to Google’s Mobile-first Index - https://www.deepcrawl.com/blog/white-papers/deepcrawl-guide-google-mobile-first-index/ Google Webmaster Central blog post announcing mobile-first indexing - https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html John Mueller on mobile-first testing - https://www.deepcrawl.com/blog/news/google-webmaster-hangout-notes-june-27th-2017/ DeepCrawl separate mobile user agent feature release - https://www.deepcrawl.com/blog/releases/feature-update-separate-mobile-user-agent/ @rachellcostello searchstarsSE

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