Cindy Krum - Mobile Moxie - SEO WORKSHOP - WebCongress Miami 2013

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Cindy Krum - Mobile Moxie - SEO WORKSHOP - WebCongress Miami 2013

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Cindy Krum - Mobile Moxie - SEO WORKSHOP - WebCongress Miami 2013

  1. 1. Expert  Mobile  SEO   Training   By:  Cindy  Krum,  CEO  MobileMoxie   Fall  2013   www.MobileMoxie.com   1  
  2. 2. Text  CINDY  to   70259     for  an  SMS   Business  Card   Cindy  Krum   CEO  &  Founder   Cindy@MobileMoxie.com   IM/Skype/TwiGer:   Suzzicks   www.MobileMoxie.com   720-­‐231-­‐7277   2  
  3. 3. What  is  Mobile?   www.MobileMoxie.com   3  
  4. 4. What  Else  is  Mobile?   www.MobileMoxie.com   4  
  5. 5. www.MobileMoxie.com   5  
  6. 6. www.MobileMoxie.com   6  
  7. 7. What  is  Different  About   Mobile  SEO?   •  Different  Search  Results   •  Different  Bots   •  Different  Indexes   •  Different  User  Intent   •  Different  Conversions   (SomeUmes)       www.MobileMoxie.com   7  
  8. 8. TradiMonal  Computer   News   Social   Knowled Graph   www.MobileMoxie.com   8  
  9. 9. iPhone   •  Way  Less  Space   •  Dominated  by  Universal   Results   •  Website  Results  are   Rare  in  the  Top  Spots,   for  the  Top  Keywords   •  LocaUon  &  Google+  are   Heavily  Weighted   www.MobileMoxie.com   9  
  10. 10. How  do  you  Develop  a  Mobile  SEO   Strategy   •  On-­‐Page  Mobile  SEO   •  Mobile  Site  Architecture   •  Mobile  Server  OpUmizaUon   •  Mobile  with  Social  &  Local   •  Mobile  Asset  OpUmizaUon  &  Schema   www.MobileMoxie.com   10  
  11. 11. On-­‐Page  Mobile  SEO   www.MobileMoxie.com   11  
  12. 12. Title  Tags  &  DescripMons   •  Desktop  Title  Tags  &   DescripUon  Tags  will  be   Pulled  Over  for  Mobile  In   Some  Cases.   HOW  TO:     hVps://www.google.com     Search  for:   site:m.yoursite.com   •  Otherwise  –  Start  with  Tags   that  are  Similar  or  Exactly   the  Same  on  Mobile  Pages   www.MobileMoxie.com   12  
  13. 13. Image  OpMmizaMon   Sizing   •  Save  Images  Appropriately   –  –  –    –  Save  to  Minimal  Size  Required   No  HTML  Scaling  or  %   Absolute  Pixel  Width   TOOL  USED:       hVps:// developers.google.com/ speed/pagespeed/   NOTE:  Display=none  will  sUll  have  to  download     •  %  and  RelaUve  PosiUoning  in  DIVs   •  Font  Size  Measured  in  ‘em’   –  An  em  is  equal  to  the  current  font-­‐size,  for  instance,  if  the  font-­‐size  of  the  document  is   12pt,  1em  is  equal  to  12pt   –  When  the  client’s  browser  text  size  is  set  to  “medium,”  there  is  no  difference  between   ems  and  percent www.MobileMoxie.com   13  
  14. 14. Robots  InstrucMons   •  Robots.txt  on  Mobile   Subdomain   •  Mobile  Sitemap  on  Mobile   Subdomain   –  Include  Rel=Alternate  &   Rel=Canonical  in  the  Sitemap   •  Submit  Image  &  Video   Sitemaps  Too   www.MobileMoxie.com   HOW  TO:       In  the  Address  Bar  go  to:     www.yoursite.com/ robots.txt     m.yoursite.com/robots.txt     and     m.yoursite.com/ sitemap.xml       Or     yoursite.com/sitemap.xml     14  
  15. 15. Load  Time   Minimize  DNS  Requests   –  Combine  JavaScript  Files   –  Combine  CSS  Files  (Except  Handheld.css)   –  Use  CSS  Sprites   www.MobileMoxie.com   TOOL  USED:     hVp://urivalet.com/   15  
  16. 16. File  Compression   Compress  All  Web  Files  (gzip)   –  Primary  Document   –  Dependent  Documents   www.MobileMoxie.com   TOOL  USED:     hVp://redbot.org/   16  
  17. 17. YOUR  TURN   •  Do  you  Have  Title  Tags  &   DescripUons  on  Your  Mobile   Content?   •  Is  a  Robots.txt  or  on  Page  Robots   tag  Blocking  Crawling  of  your   Mobile  Content?   •  How  Quickly  do  your  Mobile  Pages   Load?   •  Are  you  Compressing  Dependent   Content  on  Your  Mobile  Site?   www.MobileMoxie.com   17  
  18. 18. Mobile  Site  Architecture   www.MobileMoxie.com   18  
  19. 19. Summary  of     Mobile  Architecture  OpMons   –  Mobile/TradiUonal  Hybrid  Pages  (one  url)   •  Handheld  CSS   •  Dynamic  HTML   –  Mobile  Subdomain  or  Sub  Directory   •  Mobile  Pages  for  All  Mobile  Phones   •  Mobile  Pages  for  just  Feature  Phones  (Smart  Phones   use  Mobile  Stylesheet  on  TradiUonal  Page)   •  Two  Sets  of  Mobile  Pages  –  One  for  Smart  Phones  &   One  for  Feature  Phones   www.MobileMoxie.com   19  
  20. 20. Why  is  Mobile  Development  Harder   than  TradiMonal  Web-­‐DEV?   Hard  to  AnUcipate  Web  Rendering:   •  Mobile  Screen  Sizes  &  OrientaUon   •  Mobile  Browsers  &  OS   •  Mobile  User  Sesngs   •  Mobile  Carriers   •  Too  Many  Possible   CombinaUons   www.MobileMoxie.com   20  
  21. 21. Don’t  Use  a  dotMobi  Domain   •  •  •  •  dotMobi  is  Dead   Confusing  for  Users   Bad  for  SEO   SUck  to  Primary  Domain   dotMobi –  TradiUonal/Hybrid  Pages   –  Subdomain   –  Subdirectory   –  Just  ‘m’  is  Fine   www.MobileMoxie.com   21  
  22. 22. NOTE:  Everything   happens  on  exisUng   Urls.  Same  Urls  for   Mobile  &  TradiUonal   Rendering  of  the  Page.   www.MobileMoxie.com   22  
  23. 23. Responsive  Design   www.MobileMoxie.com   23  
  24. 24. SelecMve  Serving   www.MobileMoxie.com   24  
  25. 25. NOTE:  Mobile   pages  will  have   new  Urls  on  a   mobile   subdomain  or   mobile  sub   directory.   www.MobileMoxie.com   25  
  26. 26. Google  Says  this  is  Fine   (All  about  Mobile  Crawling)   As  long  as  what   the  bot  sees  is   the  same  as   what  the  user   sees,  you  are   fine.  This  is  for   ‘User   Experience.’   www.MobileMoxie.com   26  
  27. 27. Google  Says  this  is  Fine   (All  about  Mobile  Crawling)   How  does  it  Work?     •  Search  Engines  Want  to  Rank   Websites  that  will  Work  on  Your   Phone   •  Site  Rankings  will  Vary  based  on  the   Phone  doing  the  Searching     •  EvaluaUng  as  if  the  Site  was  being   Displayed  on  a  Mobile  Phone     •  Just  Because  You  Rank  Well  on  One   Phone  Does  not  Mean  You  Rank   well  on  All  Phones   www.MobileMoxie.com   27  
  28. 28. YOUR  TURN   •  How  is  your  Mobile  Website  Set   up?   •  If  there  are  Mobile-­‐Specific   pages,  do  they  all  have  desktop   counterparts?   www.MobileMoxie.com   28  
  29. 29. Mobile  Server  OpMmizaMon   www.MobileMoxie.com   29  
  30. 30. 404  MinimizaMon   Hard  404   So`  404   Page   Request   Page  Request   Missing  Page   Status  200  Page   Found   Standard  404   Error  Page   Missing,  Duplicate   or  Lite  Content   www.MobileMoxie.com   30  
  31. 31. DUST  MinimizaMon   •  DUST=Duplicate  URL  Same  Text   •  MobilizaUon  Engine  Was   CreaUng  Lots  of  DUST   •  Kills  the  Efficiency  of  the  Crawl   Status  200:     hGp://m.site.com/Story/6557510/     hGp://m.SITE.com/story/6557510/     hGp://m.site.com/STORY/6557510/     CapitalizaMon  NormalizaMon   hGp://m.SiTe.com/StOry/6557510/       hGp://m.site.com/story/6557510/   Trailing   hGp://m.site.com/story/6557510     www.MobileMoxie.com   Slash  Server  Rules   31  
  32. 32. Server  Response  Time   www.MobileMoxie.com   32  
  33. 33. Server  Response  Time   www.MobileMoxie.com   33  
  34. 34. Mobile  Server  Seangs  and  Site   Headers   What  do  you  mean  ‘Header’?   •  2  Kinds  of  Headers   –  Server  Header  –  Sent  Before  the  HTML  of   the  Page  is  Even  Read   –  HTML  Header  –  Sent  with  the  HTML  of  the   Page   •  What  They  Do   –  Prepare  the  Browser  for  the  Content   –  NegoUate  How  Content  will  be  Delivered   www.MobileMoxie.com   34  
  35. 35. Mobile  Server  Seangs  and  Site   Headers   www.MobileMoxie.com   35  
  36. 36. Desktop Mobile <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/ page-1" >! <link rel="canonical" href="http:// www.example.com/page-1" >! www.MobileMoxie.com   <link rel="canonical" href="http:// www.example.com/page-1" >! 36  
  37. 37. Mobile  Server  Sesngs  and  Site   Headers   •  Whenever  Content   Changes  for  Different   Devices   –  Responsive  Design   –  UA  DetecUon  &   RedirecUon   –  SelecUve  Serving   GET  /page-­‐1  HTTP/1.1   Host:  www.example.com   User-­‐Agent:  Mozilla/5.0  (Linux;   Android  4.0.4;  Galaxy  Nexus  Build/ IMM76B)  AppleWebKit/535.19  (KHTML,   like  Gecko)  Chrome/18.0.1025.133   Mobile  Safari/535.19   (...rest  of  HTTP  request   headers...)     HTTP/1.1  200  OK   Content-­‐Type:  text/html   Vary:  User-­‐Agent   Content-­‐Length:  5710   (...  rest  of  HTTP  response   headers...)   www.MobileMoxie.com   37  
  38. 38. YOUR  TURN   •  How  Does  Mobile  Traffic  Get  to   your  Mobile  Content?   •  Is  Your  Server  GeneraUng  Dust?   •  Do  You  Have  Rel=  Canonical  and/ or  Rel=Alternate?   •  Are  you  Sending  the  Varies:   User-­‐Agent  Header?   www.MobileMoxie.com   38  
  39. 39. Mobile  with  Social  &  Local   www.MobileMoxie.com   39  
  40. 40. Facebook  &  TwiVer   •  About  Half  of  Social  Traffic  is   Mobile   •  Test  Sharing  FuncUonality  on   your  Site  for  Mobile  Sharing   •  Test  all  Social  PromoUon   Landing  Pages  for  Mobile   Accessibility  –  Android  &  iOS   www.MobileMoxie.com   40  
  41. 41. Google+   www.MobileMoxie.com   41  
  42. 42. Local  SEO  for  Mobile   •  Local  results  can  vary  dramaUcally   by  locaUon  of  the  searcher   •  Not  all  mobile  searches  start  from   the  same  place   –  Maps/Apps   –  Carrier  Deck   –  Browser/Toolbar  Search   •  Desktop  Local  SEO  TacUcs  Apply   for  Mobile  Too   •  Best  Resource  on  HTML5   GelocaUon:     hGp://diveintohtml5.org/geolocaUon.html     www.MobileMoxie.com   42  
  43. 43. Local  SEO  for  Mobile   •  Micro-­‐Formats:  Code  standards  that  make   certain  informaUon  more  accessible  to   different  technologies  &  devices   –  hCard   –  vCard   –  iCal/vCal/hCalendar   www.MobileMoxie.com   43  
  44. 44. Local  SEO  for  Mobile   •  LaUtude  &  Longitude  available  to  JavaScript   on  the  Page  &  Passed  back  to  APIs     •  Modernizer  will  detect  support  for  the   GeolocaUon  API  on  the  fly   www.MobileMoxie.com   44  
  45. 45. Local  SEO  for  Mobile   •  Some  phones/browsers  will  be  able  to  send   more  informaUon  than  others   •  3  you  will  always  get:   coords.latitude,  coords.longitude,  and  coords.accuracy   www.MobileMoxie.com   45  
  46. 46. YOUR  TURN   •  Does  Your  Company  have  a   Google+  Page   •  Is  LocaUon  set  up  properly  for   mobile  search?   •  Are  there  Images  or  Videos  that   need  to  be  OpUmized  for  Mobile   Search?   www.MobileMoxie.com   46  
  47. 47. Asset  OpMmizaMon  &  Schema   www.MobileMoxie.com   47  
  48. 48. Knowledge  Graph  SEO   www.MobileMoxie.com   48  
  49. 49. Feed  SEO   •  OpMmize  Images   –  File  Size  &  Type   –  Compression   –  Display   –  Image  Sitemap   •  OpMmize  Videos   –  Same  as  Above   –  Title  &  Metadata   –  TranscripUon   www.MobileMoxie.com   49  
  50. 50. Product  Review   Schema   www.MobileMoxie.com   50  
  51. 51. App  LisMng  Schema   ?   www.MobileMoxie.com   51  
  52. 52. Authorship  Markup   •  Set  up  a  Google+   Account   •  Use  Webmaster  Tools   to  Generate  Code  that   Links  Your  Posts  to  G+   <a href="https:// plus.google.com/ 109412257237874861202?   rel=author”>Your Name</a>! •  Add  Code  to  the  Pages   Authorship  Markup   of  Content  Pages  You   Wrote   •  Add  the  Site  in  Google+   www.MobileMoxie.com   52   “Contributor  To”  
  53. 53. Other  Schema  Markup   <div itemscope itemtype="http:// schema.org/Recipe">
   <span itemprop="name">Mom's World Famous Banana Bread</span>
   By <span itemprop="author">John Smith</span>,
   <meta itemprop="datePublished" content="2009-05-08">May 8, 2009
   <img itemprop="image" src="bananabread.jpg" />
 
   <span itemprop="description">This classic banana bread recipe comes
   from my mom -- the walnuts add a nice texture and flavor to the banana bread.</span>
 Recipe   Schema   
   Prep Time: <meta itemprop="prepTime” content="PT15M">15 minutes
   Cook time: <meta itemprop="cookTime" content="PT1H">1 hour
   Yield: <span itemprop="recipeYield">1 loaf</ span>! www.MobileMoxie.com   53  
  54. 54. YOUR  TURN   •  Does  your  company  have  a   Google+  Page?   •  Is  Authorship  set  up  if  there  is  a   blog  on  the  site?   •  Is  there  other  Schema.org  code   that  would  help  you  sell  your   product  or  service?   www.MobileMoxie.com   54  
  55. 55. Cindy Krum CEO & Founder Cindy@MobileMoxie.com IM/Skype/Twitter: Suzzicks 720-231-7277 Scan   For  a  Mobile     Business  Card   www.MobileMoxie.com   55  
  56. 56. Mobile  PPC   www.MobileMoxie.com   56  
  57. 57. •  •  •  •  Enhanced  Campaigns   Mobile  TargeUng  vs.  Desktop/Tablet     Ad  Extensions   Google  Product  LisUngs   www.MobileMoxie.com   57  
  58. 58. Paid  LisMng  Display   Google   AdWords  PPC   Google   Product  LisMng   Ad   www.MobileMoxie.com   58  
  59. 59. Geo  TargeMng   www.MobileMoxie.com   59  
  60. 60. www.MobileMoxie.com   60  
  61. 61. www.MobileMoxie.com   61  
  62. 62. www.MobileMoxie.com   62  
  63. 63. Ad  Extensions   www.MobileMoxie.com   63  
  64. 64. RetargeMng   www.MobileMoxie.com   64  

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