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#mobilefirstseo at #gpecsummit by @aleyda from @orainti
MOBILE FIRST SEO

Getting ready to maximise results
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Not a long time ago 

in a galaxy not so far away…
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Smartphones have become the primary 

device to consume digital content
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Very primary
Would you be willing to give up your Mobile phone?
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Since 2014 smartphones have generated the 

increase of time in digital media properties
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
20% of ecommerce transactions are 

already done from mobile devices
#mobilefirstseo at #gpecsummit by @aleyda from @oraintihttp://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
Since a couple of years ago, most of Google’s 

searches are done from mobile devices too
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
This is why Google also announced a couple of years ago 

they would use the mobile version of sites for rankings
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
A couple of months ago they announced that the 

rollout of the mobile first index had already started
https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
But what changes with Google’s Mobile First Index?
https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Some sites are not prepared though 

https://search.google.com/test/mobile-friendly
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
It’s time to make sure you’re prepared 

for Google’s Mobile First Index
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #gpecsummit by @aleyda from @orainti
I’m just an SEO -not a jedi- but today 

I’m going to show you how
* 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
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of the Year in 2018
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Start by checking
if your site has
been already
migrated to
Google’s Mobile
First Index
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
“We are notifying sites that are migrating to 

mobile-first indexing via Search Console”
#mobilefirstseo at #gpecsummit by @aleyda from @oraintiScreaming Frog Log Analyser & SEOlyzer.io
“Site owners will see significantly increased 

crawl rate from the Smartphone Googlebot”
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
“Google will show the mobile version of pages 

in Search results and Google cached pages” … oops!
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Verify if your
mobile Website
is correctly
configured
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
This goes beyond than passing 

Google’s Mobile Friendly Validation
https://search.google.com/test/mobile-friendly
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Responsive Web Design Dynamic Publishing Independent Mobile Site
There are 3 main types of Mobile Web configurations
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Responsive sites using CSS Media Queries to modify the
design size, format and organisation of the same HTML
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Dynamic serving shows different HTMLs through 

the same URLs based on the user agent
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Independent mobile sites serve different HTMLs 

based on the user agent through different URLs
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Each one of them have pros & cons
https://developers.google.com/search/mobile-sites/mobile-seo/
Less
personalisation
options & bigger
page size
More work to
maintain &
difficulty to show
the relevant Web
version
More work to
configure, serve,
crawl and maintain
Responsive Web Design Dynamic Publishing Independent Mobile Site
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
But all are recognised by Google
https://developers.google.com/search/mobile-sites/mobile-seo/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
… as long as their configuration follow certain best practices

Don’t block images,
css, js
Add the vary: User-
Agent in the HTTP
Header
Correctly identify and
serve the relevant
HTML version based
on the user agent
Include the rel
alternate and canonical
tags between the
mobile and desktop
URLs
Implement 301
redirects between the
mobile and desktop
URLs in case of
accessing to the non-
relevant version
Responsive Web Design Independent Mobile SiteDynamic Publishing
https://developers.google.com/search/mobile-sites/mobile-seo/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
These configurations shouldn’t be changed for the mobile 

first index, even the independent mobile URLs ones
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
It’s fundamental to start by validating that whatever 

the mobile configuration, it passes Google’s validation
https://search.google.com/test/mobile-friendly
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Use Google Analytics to identify which are the 

most used mobile devices by your visitors
Google Analytics
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Emulate the most used devices to verify how your 

top pages look with them with Chrome Dev Tools
RIGHT CLICK + INSPECT
bit.ly/chromedevicemode
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Check what the mobile googlebot “sees” from your top 

pages vs. users through the Fetch as Google functionality
Google Search Console
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Verify if there are errors shown in the Google 

Search Console “Mobile usability” report
Google Search Console
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
You can use SEO crawlers to validate any 

or all pages mobile usability in real time too
Sitebulb
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
As well as check if they’re effectively configured

Deepcrawl, Sitebulb, Botify
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Although
configurations
won’t change
with the Mobile
first index, there
are certain
additional best
practices in some
cases…
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
More best practices need to be followed when 

showing specific HTMLs for mobile user agents
https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
>
It’s usual to find independent or dynamic mobile pages
showing less content than their desktop versions
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
With Google’s Mobile First Index there should be content
and meta data equivalence between mobile and desktop
http://searchengineland.com/faq-google-mobile-first-index-262751
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Titles and meta descriptions should be equivalent 

across both mobile and desktop versions of your site
MOBILE
DESKTOP
=
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
However, there’s no problem to hide the content
with CSS in this case as long as it is in the HTML
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
MOBILE
=
DESKTOP
The same should be done with structured data, 

that needs to be included also in mobile HTMLs
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Which is fundamental to show rich results

#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Independent mobile sites will also 

require the following best practices too…
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Make sure to not block your m-dot subdomain and 

that your robots.txt is consistent with the desktop one
MOBILE
DESKTOP
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
International sites should add hreflang annotations in the
Mobile pages too, many sites only do it in the desktop ones
MOBILE
DESKTOP
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
You also need to update hreflang annotations in the Mobile
pages, to refer to the Mobile URLs as alternates in this case
MOBILE
DESKTOP
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Like this, but without changing the canonical tags, 

that should keep pointing to the desktop URLs
CORRECT
INCORRECT
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
You can easily generate the hreflang tags for your 

mobile URLs by using the hreflang generator tool
https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Remember to keep following already existing
general mobile Web optimisation principles
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Avoiding intrusive mobile pop-ups and insterstitials
displayed when loading your mobile pages
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Use app banners or pop-ups that don’t cover 

the whole screen instead
YesNo
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Mobile speed is also now more important with the Mobile
first index as it is becoming a ranking factor
https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
However this is our mobile speed reality
https://www.thinkwithgoogle.com/insights-inspiration/research-data/need-mobile-speed-how-mobile-latency-impacts-publisher-revenue/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Also in Romania
https://testmysite.withgoogle.com/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
What about your own mobile Web speed?
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti
Use Google Analytics to verify which highly 

visited mobile pages take longer to load
Google Analytics
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Verify the speed of your top pages using 

Chrome’s dev tool Lighthouse functionality
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Obtaining directly the resources that need to be optimised

as well as the best practices that should be followed
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
If you can’t optimise your own speed at all, you can use AMP
instead as its speed will be taken into account instead
https://www.seroundtable.com/google-speed-update-25094.html
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
AMP was launched by Google 2.5 years ago in order to 

provide an alternative for faster mobile pages
http://searchengineland.com/amp-top-stories-now-live-243314
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
It uses a simplified, pre-optimised and cached 

version of the pages and resources
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
That’s why Google made it a requirement 

to be included in their “top stories”
AMP RICH RESULTS 

IN TOP STORIES
AMP NON-RICH,
ORGANIC RESULTS
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
AMP pages are then usually published in parallel 

to the original, slower mobile pages
ORIGINAL MOBILE PAGE AMP VERSION
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
To be shown and given preference in mobile search
results thanks to its faster Mobile Web speed
ORIGINAL MOBILE PAGE AMP VERSION
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
However, if these pages are not used as canonical, they are 

not indexable nor a replacement for your own mobile site
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Eg: BMW is using canonical AMP, using it to show not only its
mobile but also desktop version with a responsive design
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
It was also announced that soon the AMP principles and
benefits will be also feasible to achieve for non-AMP content
https://amphtml.wordpress.com/2018/03/08/standardizing-lessons-learned-from-amp/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
When it is worthy to use AMP then? 

#mobilefirstseo at #gpecsummit by @aleyda from @orainti
You’re building a new
site and AMP offers the
best way to implement
your desired
functionality so you will
use it as a canonical
version for it
Your own mobile site
speed issues can’t and
won’t be fixed in the
mid-long term
You need to be
included in Google’s
Top Stories Carousel
ASAP and can’t wait
any longer*
You can replicate your
original mobile Website
look and feel,
functionality and
content with AMP
Ok, use AMP
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
If you implement AMP is critical to keep content, design
and functionality consistent between your mobile versions
=ORIGINAL MOBILE PAGE AMP VERSION
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Instead of this

<>ORIGINAL MOBILE PAGE AMP VERSION
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
If you want to learn more about AMP take a look 

at my slides and video from the AMPConf
https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
#mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #gpecsummit by @aleyda from @orainti
It’s time now to revise all these
principles by doing a parity
Mobile vs. Desktop Audit
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Crawl your site with the desktop and mobile Googlebots
by using SEO crawlers and compare their results
VS
Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
WHY THESE RESOURCES
SHOWING ERRORS?
HOW ARE YOUR MOBILE
PAGES RENDERED?
Verify that they’re both consistent and there are no errors,
non-relevant redirects, non-indexed or blocked pages
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Validate also the consistency of the titles, meta
descriptions, content, structured data and hreflang
ARE THESE THE SAME AND
ALSO RELEVANT FOR THEIR
PAGES?
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
You can now use Deepcrawl’s new functionality to check
independent mobile vs. desktop pages in the same crawl

Deepcrawl
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
You will be able to validate the mobile site configuration,
crawlability, indexability and compare its content

Deepcrawl
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Check out Everett’s guide to easily check and compare
desktop vs. mobile configuration and content too
https://moz.com/blog/mobile-parity-audits
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Last but not least: Don’t forget to also
monitor your organic Mobile search activity
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Remember to register the independent mobile site profile 

in the Google Search Console to monitor its activity
Google Search Console
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Check the mobile vs. desktop queries and pages trend 

to identify issues, opportunities and gap of behaviour
Google Search Console
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
As well as any potential crawling and indexing issue to be
additionally solved following the previously shared principles
Google Search Console
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Sadly, time is up!

#mobilefirstseo at #gpecsummit by @aleyda from @orainti
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
There are more Mobile First questions to 

address to maximise your visibility though
https://moz.com/blog/mobile-seo-stack-tools
What’s your
Mobile
Audience
Search
Behavior?
What’s your
site Mobile
Search
Visibility &
Traffic
Performance
?
What’s your
competition
Mobile Web
Search
Visibility?
Does your
site have a
Mobile Web
Version?
How Mobile
Search Crawlers
access to your
site?
What’s your
Site Mobile
speed?
Is your Mobile
Web Content
effectively
Rendered?
Is AMP
effectively
Implemented?
How do your
ranked pages
look in Mobile
SERPs?
What’s the
AMP impact
on mobile
visibility &
traffic?
What’s
your Mobile
Visibility
impact on
Conversions?
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Here’s how to answer them by using SEO tools
#mobilefirstseo at #TuringFest by @aleyda from @orainti
https://moz.com/blog/mobile-seo-stack-tools
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
It’s time to grow your mobile organic search results …
#mobilefirstseo at #gpecsummit by @aleyda from @orainti
Mulțumesc!
#mobilefirstseo at #gpecsummit by @aleyda from @orainti

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Mobile First SEO: Getting Ready To Maximise Results #GpecSummit

  • 1. #mobilefirstseo at #gpecsummit by @aleyda from @orainti MOBILE FIRST SEO
 Getting ready to maximise results #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 2. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Not a long time ago 
 in a galaxy not so far away… #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 3. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Smartphones have become the primary 
 device to consume digital content
  • 4. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Very primary Would you be willing to give up your Mobile phone?
  • 5. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Since 2014 smartphones have generated the 
 increase of time in digital media properties
  • 6. #mobilefirstseo at #gpecsummit by @aleyda from @orainti 20% of ecommerce transactions are 
 already done from mobile devices
  • 7. #mobilefirstseo at #gpecsummit by @aleyda from @oraintihttp://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025 Since a couple of years ago, most of Google’s 
 searches are done from mobile devices too
  • 8. #mobilefirstseo at #gpecsummit by @aleyda from @orainti This is why Google also announced a couple of years ago 
 they would use the mobile version of sites for rankings https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
  • 9. #mobilefirstseo at #gpecsummit by @aleyda from @orainti A couple of months ago they announced that the 
 rollout of the mobile first index had already started https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
  • 10. #mobilefirstseo at #gpecsummit by @aleyda from @orainti But what changes with Google’s Mobile First Index? https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
  • 11. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Some sites are not prepared though 
 https://search.google.com/test/mobile-friendly
  • 12. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It’s time to make sure you’re prepared 
 for Google’s Mobile First Index #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 13. #mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #gpecsummit by @aleyda from @orainti I’m just an SEO -not a jedi- but today 
 I’m going to show you how * 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 * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018
  • 14. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Start by checking if your site has been already migrated to Google’s Mobile First Index #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 15. #mobilefirstseo at #gpecsummit by @aleyda from @orainti “We are notifying sites that are migrating to 
 mobile-first indexing via Search Console”
  • 16. #mobilefirstseo at #gpecsummit by @aleyda from @oraintiScreaming Frog Log Analyser & SEOlyzer.io “Site owners will see significantly increased 
 crawl rate from the Smartphone Googlebot”
  • 17. #mobilefirstseo at #gpecsummit by @aleyda from @orainti “Google will show the mobile version of pages 
 in Search results and Google cached pages” … oops!
  • 18. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Verify if your mobile Website is correctly configured #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 19. #mobilefirstseo at #gpecsummit by @aleyda from @orainti This goes beyond than passing 
 Google’s Mobile Friendly Validation https://search.google.com/test/mobile-friendly
  • 20. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Responsive Web Design Dynamic Publishing Independent Mobile Site There are 3 main types of Mobile Web configurations
  • 21. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Responsive sites using CSS Media Queries to modify the design size, format and organisation of the same HTML
  • 22. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Dynamic serving shows different HTMLs through 
 the same URLs based on the user agent
  • 23. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Independent mobile sites serve different HTMLs 
 based on the user agent through different URLs
  • 24. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Each one of them have pros & cons https://developers.google.com/search/mobile-sites/mobile-seo/ Less personalisation options & bigger page size More work to maintain & difficulty to show the relevant Web version More work to configure, serve, crawl and maintain Responsive Web Design Dynamic Publishing Independent Mobile Site
  • 25. #mobilefirstseo at #gpecsummit by @aleyda from @orainti But all are recognised by Google https://developers.google.com/search/mobile-sites/mobile-seo/
  • 26. #mobilefirstseo at #gpecsummit by @aleyda from @orainti … as long as their configuration follow certain best practices
 Don’t block images, css, js Add the vary: User- Agent in the HTTP Header Correctly identify and serve the relevant HTML version based on the user agent Include the rel alternate and canonical tags between the mobile and desktop URLs Implement 301 redirects between the mobile and desktop URLs in case of accessing to the non- relevant version Responsive Web Design Independent Mobile SiteDynamic Publishing https://developers.google.com/search/mobile-sites/mobile-seo/
  • 27. #mobilefirstseo at #gpecsummit by @aleyda from @orainti These configurations shouldn’t be changed for the mobile 
 first index, even the independent mobile URLs ones
  • 28. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It’s fundamental to start by validating that whatever 
 the mobile configuration, it passes Google’s validation https://search.google.com/test/mobile-friendly
  • 29. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Use Google Analytics to identify which are the 
 most used mobile devices by your visitors Google Analytics
  • 30. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Emulate the most used devices to verify how your 
 top pages look with them with Chrome Dev Tools RIGHT CLICK + INSPECT bit.ly/chromedevicemode
  • 31. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Check what the mobile googlebot “sees” from your top 
 pages vs. users through the Fetch as Google functionality Google Search Console
  • 32. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Verify if there are errors shown in the Google 
 Search Console “Mobile usability” report Google Search Console
  • 33. #mobilefirstseo at #gpecsummit by @aleyda from @orainti You can use SEO crawlers to validate any 
 or all pages mobile usability in real time too Sitebulb
  • 34. #mobilefirstseo at #gpecsummit by @aleyda from @orainti As well as check if they’re effectively configured
 Deepcrawl, Sitebulb, Botify
  • 35. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Although configurations won’t change with the Mobile first index, there are certain additional best practices in some cases… #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 36. #mobilefirstseo at #gpecsummit by @aleyda from @orainti More best practices need to be followed when 
 showing specific HTMLs for mobile user agents https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
  • 37. #mobilefirstseo at #gpecsummit by @aleyda from @orainti > It’s usual to find independent or dynamic mobile pages showing less content than their desktop versions
  • 38. #mobilefirstseo at #gpecsummit by @aleyda from @orainti With Google’s Mobile First Index there should be content and meta data equivalence between mobile and desktop http://searchengineland.com/faq-google-mobile-first-index-262751
  • 39. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Titles and meta descriptions should be equivalent 
 across both mobile and desktop versions of your site MOBILE DESKTOP =
  • 40. #mobilefirstseo at #gpecsummit by @aleyda from @orainti However, there’s no problem to hide the content with CSS in this case as long as it is in the HTML
  • 41. #mobilefirstseo at #gpecsummit by @aleyda from @orainti MOBILE = DESKTOP The same should be done with structured data, 
 that needs to be included also in mobile HTMLs
  • 42. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Which is fundamental to show rich results

  • 43. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Independent mobile sites will also 
 require the following best practices too… #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 44. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Make sure to not block your m-dot subdomain and 
 that your robots.txt is consistent with the desktop one MOBILE DESKTOP
  • 45. #mobilefirstseo at #gpecsummit by @aleyda from @orainti International sites should add hreflang annotations in the Mobile pages too, many sites only do it in the desktop ones MOBILE DESKTOP
  • 46. #mobilefirstseo at #gpecsummit by @aleyda from @orainti You also need to update hreflang annotations in the Mobile pages, to refer to the Mobile URLs as alternates in this case MOBILE DESKTOP
  • 47. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Like this, but without changing the canonical tags, 
 that should keep pointing to the desktop URLs CORRECT INCORRECT
  • 48. #mobilefirstseo at #gpecsummit by @aleyda from @orainti You can easily generate the hreflang tags for your 
 mobile URLs by using the hreflang generator tool https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
  • 49. #mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #gpecsummit by @aleyda from @orainti Remember to keep following already existing general mobile Web optimisation principles
  • 50. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Avoiding intrusive mobile pop-ups and insterstitials displayed when loading your mobile pages https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
  • 51. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Use app banners or pop-ups that don’t cover 
 the whole screen instead YesNo
  • 52. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Mobile speed is also now more important with the Mobile first index as it is becoming a ranking factor https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
  • 53. #mobilefirstseo at #gpecsummit by @aleyda from @orainti However this is our mobile speed reality https://www.thinkwithgoogle.com/insights-inspiration/research-data/need-mobile-speed-how-mobile-latency-impacts-publisher-revenue/
  • 54. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Also in Romania https://testmysite.withgoogle.com/
  • 55. #mobilefirstseo at #gpecsummit by @aleyda from @orainti What about your own mobile Web speed? #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 56. #mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti Use Google Analytics to verify which highly 
 visited mobile pages take longer to load Google Analytics
  • 57. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Verify the speed of your top pages using 
 Chrome’s dev tool Lighthouse functionality
  • 58. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Obtaining directly the resources that need to be optimised
 as well as the best practices that should be followed
  • 59. #mobilefirstseo at #gpecsummit by @aleyda from @orainti If you can’t optimise your own speed at all, you can use AMP instead as its speed will be taken into account instead https://www.seroundtable.com/google-speed-update-25094.html
  • 60. #mobilefirstseo at #gpecsummit by @aleyda from @orainti AMP was launched by Google 2.5 years ago in order to 
 provide an alternative for faster mobile pages http://searchengineland.com/amp-top-stories-now-live-243314
  • 61. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It uses a simplified, pre-optimised and cached 
 version of the pages and resources
  • 62. #mobilefirstseo at #gpecsummit by @aleyda from @orainti That’s why Google made it a requirement 
 to be included in their “top stories” AMP RICH RESULTS 
 IN TOP STORIES AMP NON-RICH, ORGANIC RESULTS
  • 63. #mobilefirstseo at #gpecsummit by @aleyda from @orainti AMP pages are then usually published in parallel 
 to the original, slower mobile pages ORIGINAL MOBILE PAGE AMP VERSION
  • 64. #mobilefirstseo at #gpecsummit by @aleyda from @orainti To be shown and given preference in mobile search results thanks to its faster Mobile Web speed ORIGINAL MOBILE PAGE AMP VERSION
  • 65. #mobilefirstseo at #gpecsummit by @aleyda from @orainti However, if these pages are not used as canonical, they are 
 not indexable nor a replacement for your own mobile site
  • 66. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Eg: BMW is using canonical AMP, using it to show not only its mobile but also desktop version with a responsive design
  • 67. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It was also announced that soon the AMP principles and benefits will be also feasible to achieve for non-AMP content https://amphtml.wordpress.com/2018/03/08/standardizing-lessons-learned-from-amp/
  • 68. #mobilefirstseo at #gpecsummit by @aleyda from @orainti When it is worthy to use AMP then? 
 #mobilefirstseo at #gpecsummit by @aleyda from @orainti You’re building a new site and AMP offers the best way to implement your desired functionality so you will use it as a canonical version for it Your own mobile site speed issues can’t and won’t be fixed in the mid-long term You need to be included in Google’s Top Stories Carousel ASAP and can’t wait any longer* You can replicate your original mobile Website look and feel, functionality and content with AMP Ok, use AMP
  • 69. #mobilefirstseo at #gpecsummit by @aleyda from @orainti If you implement AMP is critical to keep content, design and functionality consistent between your mobile versions =ORIGINAL MOBILE PAGE AMP VERSION
  • 70. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Instead of this
 <>ORIGINAL MOBILE PAGE AMP VERSION
  • 71. #mobilefirstseo at #gpecsummit by @aleyda from @orainti If you want to learn more about AMP take a look 
 at my slides and video from the AMPConf https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
  • 72. #mobilefirstseo at #gpecsummit by @aleyda from @orainti#mobilefirstseo at #gpecsummit by @aleyda from @orainti It’s time now to revise all these principles by doing a parity Mobile vs. Desktop Audit
  • 73. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Crawl your site with the desktop and mobile Googlebots by using SEO crawlers and compare their results VS Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
  • 74. #mobilefirstseo at #gpecsummit by @aleyda from @orainti WHY THESE RESOURCES SHOWING ERRORS? HOW ARE YOUR MOBILE PAGES RENDERED? Verify that they’re both consistent and there are no errors, non-relevant redirects, non-indexed or blocked pages
  • 75. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Validate also the consistency of the titles, meta descriptions, content, structured data and hreflang ARE THESE THE SAME AND ALSO RELEVANT FOR THEIR PAGES?
  • 76. #mobilefirstseo at #gpecsummit by @aleyda from @orainti You can now use Deepcrawl’s new functionality to check independent mobile vs. desktop pages in the same crawl
 Deepcrawl
  • 77. #mobilefirstseo at #gpecsummit by @aleyda from @orainti You will be able to validate the mobile site configuration, crawlability, indexability and compare its content
 Deepcrawl
  • 78. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Check out Everett’s guide to easily check and compare desktop vs. mobile configuration and content too https://moz.com/blog/mobile-parity-audits
  • 79. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Last but not least: Don’t forget to also monitor your organic Mobile search activity #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 80. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Remember to register the independent mobile site profile 
 in the Google Search Console to monitor its activity Google Search Console
  • 81. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Check the mobile vs. desktop queries and pages trend 
 to identify issues, opportunities and gap of behaviour Google Search Console
  • 82. #mobilefirstseo at #gpecsummit by @aleyda from @orainti As well as any potential crawling and indexing issue to be additionally solved following the previously shared principles Google Search Console
  • 83. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Sadly, time is up!
 #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  • 84. #mobilefirstseo at #gpecsummit by @aleyda from @orainti There are more Mobile First questions to 
 address to maximise your visibility though https://moz.com/blog/mobile-seo-stack-tools What’s your Mobile Audience Search Behavior? What’s your site Mobile Search Visibility & Traffic Performance ? What’s your competition Mobile Web Search Visibility? Does your site have a Mobile Web Version? How Mobile Search Crawlers access to your site? What’s your Site Mobile speed? Is your Mobile Web Content effectively Rendered? Is AMP effectively Implemented? How do your ranked pages look in Mobile SERPs? What’s the AMP impact on mobile visibility & traffic? What’s your Mobile Visibility impact on Conversions?
  • 85. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Here’s how to answer them by using SEO tools #mobilefirstseo at #TuringFest by @aleyda from @orainti https://moz.com/blog/mobile-seo-stack-tools
  • 86. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It’s time to grow your mobile organic search results …
  • 87. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Mulțumesc! #mobilefirstseo at #gpecsummit by @aleyda from @orainti