1. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Mobile First SEO
Growing your site organic search traffic in a mobile-first world
#mobilefirstseo at #wceu by @aleyda from @orainti

2. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
We live in a Mobile First World
#mobilefirstseo at #wceu by @aleyda from @orainti

3. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti
50% of B2B
search queries
are made on
smartphones and
expected to grow
to 70% in 2020
https://www.thinkwithgoogle.com/search/#?platforms=Mobile

4. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.thinkwithgoogle.com/search/#?platforms=Mobile
+40% of online
transactions are
now done on
mobile

5. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.bankmycell.com/blog/cell-phone-usage-in-toilet-survey#jump1
“3 in 4 People admit to use
their phone while on the toilet”

6. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.bankmycell.com/blog/cell-phone-usage-in-toilet-survey#jump1
More men than women though ;)

7. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti
The primary
usage of mobile
devices brings
a new world of
added
opportunities
https://www.bondcap.com/report/itr19/

8. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @oraintihttps://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html
As a
consequence
Google has been
moving to a
Mobile First
Index

9. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-first-indexing
It means to primarily crawl and index
Mobile Websites, instead of desktop ones

10. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.seroundtable.com/google-mobile-first-indexing-half-26846.html
Half of Google
Search Results
now use their
Mobile First
Index

11. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
Google
started with
Websites that
were already
following
Mobile First
best practices

12. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
They notify
existing
Websites that
have switched
via the Search
Console

13. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Site owners can see a significant crawl rate
increase from the smartphone Googlebot
SEOlyzer.io, Ryte, Screaming Frog Log Analyser

14. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console URL Inspection
You can also
verify with the
Search
Console URL
inspection
feature how
any page has
been crawled

15. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
From July 2019 forward, all new Websites
will go to the Mobile First Index
https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html

16. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti
It’s time to
switch your
SEO process to
be Mobile First
too in case you
still haven’t
https://twitter.com/aleyda/status/1140905512789250049

17. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiwww.orainti.com
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* European Search Personality of the Year in 2018
I’m Aleyda Solis, SEO Consultant
& Founder at Orainti

18. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Today I’ll share how to win SEO
in a mobile first Index
Is having a
mobile site
enough to be
mobile first
ready?
How to verify
if your site is
really mobile first
ready?
How to do a
mobile vs.
desktop parity
audit?
How can you
identify further
mobile targeted
opportunities?
#mobilefirstseo at #wceu by @aleyda from @orainti

19. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Wait… is not having a mobile site
enough to be mobile first ready?
#mobilefirstseo at #wceu by @aleyda from @orainti

20. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
Having a
mobile Website
is just the base
Not
really
Mobile
Friendly

21. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console Mobile Usability
As well as
complying
with Mobile
usability best
practices

22. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Some have been addressed with updates,
like avoiding full mobile screen pop-ups
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Mobile pop-ups update

23. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/speed/pagespeed/insights/
Having a fast
mobile Web
speed,
which is a
ranking factor
since July 2018

24. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
Additionally,
you’ll need to do
validations and
changes based on
your mobile Web
configuration

25. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
No change is needed for responsive sites,
as content is the same for mobile & desktop

26. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
This also happens with canonical AMP,
since the content is the same again
https://search.google.com/test/amp

27. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Non-canonical AMP is not indexed, so you’ll
need to assess the original Mobile site
INDEXABLE
MOBILE
VERSION
NON-
INDEXABLE
AMP
VERSION

28. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Remember non-
canonical AMP
will be used for
speed, but is not
a replacement of
your own mobile
site
https://www.seroundtable.com/amp-desktop-mobile-google-index-24568.html

29. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Change might be needed with dynamic sites,
since HTML of mobile & desktop is different

30. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Something similar happens w/ independent
mobile sites with separate URLs

31. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
It’s then critical to especially validate
dynamic serving & independent mobile sites
https://www.seroundtable.com/google-mobile-first-indexing-half-26846.html

32. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
What to validate to check if your
site is Mobile First ready then?
#mobilefirstseo at #wceu by @aleyda from @orainti

33. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
It’s about mobile vs desktop Web parity
in technical and content optimization
https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html

34. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
>Desktop Mobile
Your mobile site should also feature the
relevant content and links of desktop

35. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Hiding the
content in your
mobile pages
with styles
should be ok as
long as it is in
the HTML

36. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile
Desktop
=
The metadata should be equivalent
across both versions of your site too

37. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile
Desktop
=
Structured data should also be present on
both desktop as well as Mobile HTMLs
https://search.google.com/structured-data/testing-tool

38. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile
Desktop
International sites should add hreflang in
mobile pages too, besides in desktop
https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls

39. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
VS
Independent mobile sites should keep
consistency with the m-dot robots.txt
https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls

40. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
As well as keep the canonicalization
configuration, pointing to the desktop URLs
https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls

41. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile
Desktop
So hreflang annotations in mobile pages
should go to mobile URLs as the alternates
https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls

42. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile
Desktop
But you don’t need to change the mobile
rel alternate & canonical tags logic
https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls

43. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Correct
Incorrect
For example,
hreflang in this
case is correct,
but the
canonicalization
is not

44. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
You’ll need to
also register the
independent
mobile site in the
Search Console
to monitor its
activity
Google Search Console

45. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
This is why Google doesn’t recommend to
use independent mobile sites anymore
https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html

46. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
How can you do a Mobile vs.
Desktop parity SEO audit?
#mobilefirstseo at #wceu by @aleyda from @orainti

47. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://search.google.com/test/rich-results
Compare the
rendered
HTML of your
pages as seen
by the mobile
vs. desktop
googlebots

48. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://zeo.org/seo-tools/mfi/
Use mobile first
index checkers
to do the parity
validation in
specific pages

49. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
It will allow you to identify gaps in content,
links and configuration of the page
https://zeo.org/seo-tools/mfi/

50. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
VS
Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
Do this at a site level by crawling it with
the desktop & mobile Googlebots

51. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile Desktop
Sitebulb
You can compare
both with many
of the SEO
crawlers directly

52. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiDeepcrawl
Deepcrawl can check independent mobile
vs. desktop pages in the same crawl

53. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Verify & compare the mobile configuration,
crawlability, indexability and content

54. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Do a JS based crawl to verify potential gaps
if the Mobile site relies in JS rendering

55. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Check if the
smartphone
googlebot is
correctly
rendering your
mobile content
with the Search
Console
Google Search Console URL Inspection

56. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
If you don’t have access to the Search
Console use the Google Mobile Validator

57. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
How can you identify further
mobile focused opportunities?
#mobilefirstseo at #wceu by @aleyda from @orainti

58. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Mobile + Desktop
By doing all the SEO process from a mobile
perspective, not only the technical validation
AUDIENCE &
COMPETITIVE
RESEARCH
TECHNICAL &
CONTENT
OPTIMIZATION
SEO RESULTS
MEASUREMENT
BACKLINK
ANALYSIS &
BUILDING
1
2
3
4
Mobile + DesktopMobile + Desktop

59. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console Performance Report
Understand the role and behavior of
mobile vs. desktop in your search results

60. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console Performance Report
Identify your top mobile vs. desktop
queries & pages search behavior

61. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
How are your pages displayed in mobile
search results vs. competitors?
Chrome DevTools, Firefox Web Developers Tools
Search Features Opportunities
Snippet Optimization

62. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Analytics
Verify which is their mobile vs. desktop
engagement and conversion

63. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
How are your worst/best mobile performers
addressing their queries with their content?
Chrome DevTools or Firefox Web Developers Tools
VS

64. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Identify more
topics to
target by
checking your
competitors
top mobile
queries and
pages
Sistrix

65. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiSEMRush
Do a competition analysis to identify mobile
focused queries you’re not addressing

66. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Keyword Planner
Verify which of
these have the
highest mobile
search potential

67. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiCognitiveSEO Keyword Research
Analyze their
mobile search
results to
identify the
optimization
gap

68. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
Prioritize, optimize and integrate this
content within your mobile site accordingly
Screaming Frog

69. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery
Remember that
it’s not only
about ranking
first, but also
maximizing your
visibility in SERPs
through search
features

70. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiSEOmonitor
How are the
established
optimization
actions
impacting your
mobile search
results &
conversions?

71. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiSistrix Mobile Visibility Index
Monitor your mobile visibility evolution vs.
competitors to identify further opportunities

72. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
It’s about migrating to a
Mobile First SEO process
Mobile
AUDIENCE &
COMPETITIVE
RESEARCH
TECHNICAL &
CONTENT
OPTIMIZATION
SEO RESULTS
MEASUREMENT
BACKLINK
ANALYSIS &
BUILDING
1
2
3
4
MobileMobile

73. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti
To grow your mobile organic traffic
accordingly!

74. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiwww.orainti.com
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* European Search Personality of the Year in 2018
Thank you