How to Win at Mobile    SEO         Cindy Krum,CEO & Founder, MobileMoxie LLC         Winter, 2013
Free Mobile Tools:Register at MobileMoxie.com   with the Promo Code: SearchCongress
Stuff is Changing  with Google Mobile• In the Past 18ms, Google Announced:  – A New Smartphone Crawler (December 15, 2011)...
Mobile Site DesignOptions:Responsive   Mixed Solution   SeparateDesign       (RESS)           Mobile Pages
Responsive Design: One Url
Responsive Design:   One Url• Everything Happens on Existing Urls – NO ‘m.’• Way Less Taxing on Google’s Resources• Lots o...
Responsive Design:    One UrlALTERNATE STYLE SHEETS:<LINK rel="alternate stylesheet" title="desktop" href="screen.css"   t...
RESS:Mixed Solution
RESS:   Mixed Solution• Most Complicated & Still New – Fewer Standard Practices• Slightly Harder for Google to Crawl & Ind...
Separate MobilePages:‘m.’ Pages
Separate MobilePages:     ‘m.’ Pages•   Most Taxing on Google’s Resources•   Not All Content must be Mobilized•   Mobile S...
Separate MobilePages:   ‘m.’ PagesDESKTOP PAGES: <link rel="alternate" media="handheld"  href="http://m.example.com/page-1...
Separate MobilePages:   ‘m.’ PagesHTTP HEADER:   GET /page-1 HTTP/1.1   Host: www.example.com   (...rest of HTTP request h...
Info-Tainment:         • Mobilization Engine was           NOT Pulling Across SEO           Content           –   Title Ta...
Initial Findings:           • Desktop Site with Limited             Multi-Media, Ranking             Well in Mobile Search...
eCommerce:         • Parsing Problems =           Desktop Urls Indexed –           Redirects Not Working         • JavaScr...
Video Library:• Tablets are Used More often  than Phones for Video  Consumption• Tablet-Specific SEO Concerns  – Company U...
Free Mobile Tools:Register at MobileMoxie.com   with the Promo Code: SearchCongress
Cindy Krum - Mobile Moxie - SearchCongress Barcelona 2013
Cindy Krum - Mobile Moxie - SearchCongress Barcelona 2013
Cindy Krum - Mobile Moxie - SearchCongress Barcelona 2013
Cindy Krum - Mobile Moxie - SearchCongress Barcelona 2013
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Cindy Krum - Mobile Moxie - SearchCongress Barcelona 2013

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Cindy Krum - Mobile Moxie - How to win at Mobile SEO - SearchCongress Barcelona 2013

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  • https://developers.google.com/webmasters/smartphone-sites/details
  • mobile_moxie_ppt_template_Clean
  • mobile_moxie_ppt_template_Clean
  • mobile_moxie_ppt_template_Clean
  • mobile_moxie_ppt_template_Clean
  • mobile_moxie_ppt_template_Clean
  • mobile_moxie_ppt_template_Clean
  • http://www.pcworld.com/article/258184/video_viewing_up_on_tablets_and_phones_down_on_pcs.htmlEighteen percent of respondents use tablets to view paid video content, up from 11 percent last year. Usage by smartphone customers rose slightly to 16 percent from 14 percent in 2011. Overall, 29 percent of video service customers watch paid content on a mobile device, the study found.By comparison, 39 percent of respondents watch paid video on their Mac/Windows PCs, down significantly from 48 percent in 2011.
  • Cindy Krum - Mobile Moxie - SearchCongress Barcelona 2013

    1. 1. How to Win at Mobile SEO Cindy Krum,CEO & Founder, MobileMoxie LLC Winter, 2013
    2. 2. Free Mobile Tools:Register at MobileMoxie.com with the Promo Code: SearchCongress
    3. 3. Stuff is Changing with Google Mobile• In the Past 18ms, Google Announced: – A New Smartphone Crawler (December 15, 2011) – A ‘Preference’ for Responsive Design (August 2, 2012) – A New Protocol for Passing Desktop SEO Value to Mobile Pages (August 2, 2012) So what do you do? It depends…..
    4. 4. Mobile Site DesignOptions:Responsive Mixed Solution SeparateDesign (RESS) Mobile Pages
    5. 5. Responsive Design: One Url
    6. 6. Responsive Design: One Url• Everything Happens on Existing Urls – NO ‘m.’• Way Less Taxing on Google’s Resources• Lots of Stuff to Put on One Mobile Page – Risks High Bounce Rate• Harder to Target Mobile Specific Keywords With One Set of Content• For Google to Know it is Responsive ALL Googlebot User Agents must Crawl the Same Page Assets (CSS, JavaScript & Images)
    7. 7. Responsive Design: One UrlALTERNATE STYLE SHEETS:<LINK rel="alternate stylesheet" title="desktop" href="screen.css" type="text/css"><LINK rel="alternate stylesheet" title="tablet" href=”tablet.css" type="text/css"><LINK rel="alternate stylesheet" title="mobile" href=”smartphone.css" type="text/css"><LINK rel="stylesheet" href="common.css" type="text/css">HTTP HEADER: Do Nothing {Since the Content You Send Does not Actually ‘change’ it Just ‘Reformats’ You Don’t Need to say that it Varies Based on User Agent}
    8. 8. RESS:Mixed Solution
    9. 9. RESS: Mixed Solution• Most Complicated & Still New – Fewer Standard Practices• Slightly Harder for Google to Crawl & Index than Responsive, but not Much• Responsive Design SEO Rules Apply But Add in the ‘Varies’ HTTP Header• Smartphone Bot will get Whatever you are Sending to an iPhone • Navigation, Links, SEO Elements
    10. 10. Separate MobilePages:‘m.’ Pages
    11. 11. Separate MobilePages: ‘m.’ Pages• Most Taxing on Google’s Resources• Not All Content must be Mobilized• Mobile Site Structure Mimics Desktop or Can be Different• Easiest for Targeting Mobile-Specific Keywords• SEO Elements can be Duplicated bt. Desktop & Mobile or can be Different
    12. 12. Separate MobilePages: ‘m.’ PagesDESKTOP PAGES: <link rel="alternate" media="handheld" href="http://m.example.com/page-1" >MOBILE PAGES: <link rel="canonical" href="http://www.example.com/page-1" >SITEMAP: <url> <loc>http://www.example.com/page-1/</loc> <xhtml:link rel="alternate" media="handheld" href="http://m.example.com/page-1" /> </url> </urlset>
    13. 13. Separate MobilePages: ‘m.’ PagesHTTP HEADER: GET /page-1 HTTP/1.1 Host: www.example.com (...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...)
    14. 14. Info-Tainment: • Mobilization Engine was NOT Pulling Across SEO Content – Title Tags – Description Tags – Heading Tags – Alt Tags • Mobilization Engine was not Expiring Content Properly so there LOADS of 404’s
    15. 15. Initial Findings: • Desktop Site with Limited Multi-Media, Ranking Well in Mobile Search • Wanted Responsive Design for SEO benefit of One Url – m.Site in Beta • Mobilized Home Page & Landing Pages – Not Directory Structure
    16. 16. eCommerce: • Parsing Problems = Desktop Urls Indexed – Redirects Not Working • JavaScript Error Indexed as Description Tag • Other Universals Not Ranking Well in Mobile Search – Including Video & Product Feeds • Inconsistencies between Robots.txt files, Canonical Tags & XML Sitemaps
    17. 17. Video Library:• Tablets are Used More often than Phones for Video Consumption• Tablet-Specific SEO Concerns – Company Using the Desktop Pages to Target Tablet Users – Server Side Navigation Switch for Tablet Users – Users with Concerns about Flash May Search with Tablet-Specific Keywords (Eg: iPad Cat Videos) Keyword: – Didn’t Want to Include Tablet “Bad-Ass Macaw Keywords on Desktop Site Kitty iPad Video”
    18. 18. Free Mobile Tools:Register at MobileMoxie.com with the Promo Code: SearchCongress

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