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Mobile First SEO: Getting Ready To Maximise Results #GpecSummit

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Mobile First SEO: Getting Ready To Maximise Results #GpecSummit

  1. 1. #mobilefirstseo at #gpecsummit by @aleyda from @orainti MOBILE FIRST SEO
 Getting ready to maximise results #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  2. 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. 3. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Smartphones have become the primary 
 device to consume digital content
  4. 4. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Very primary Would you be willing to give up your Mobile phone?
  5. 5. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Since 2014 smartphones have generated the 
 increase of time in digital media properties
  6. 6. #mobilefirstseo at #gpecsummit by @aleyda from @orainti 20% of ecommerce transactions are 
 already done from mobile devices
  7. 7. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Since a couple of years ago, most of Google’s 
 searches are done from mobile devices too
  8. 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
  9. 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
  10. 10. #mobilefirstseo at #gpecsummit by @aleyda from @orainti But what changes with Google’s Mobile First Index?
  11. 11. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Some sites are not prepared though
  12. 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. 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. 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. 15. #mobilefirstseo at #gpecsummit by @aleyda from @orainti “We are notifying sites that are migrating to 
 mobile-first indexing via Search Console”
  16. 16. #mobilefirstseo at #gpecsummit by @aleyda from @oraintiScreaming Frog Log Analyser & “Site owners will see significantly increased 
 crawl rate from the Smartphone Googlebot”
  17. 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. 18. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Verify if your mobile Website is correctly configured #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  19. 19. #mobilefirstseo at #gpecsummit by @aleyda from @orainti This goes beyond than passing 
 Google’s Mobile Friendly Validation
  20. 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. 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. 22. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Dynamic serving shows different HTMLs through 
 the same URLs based on the user agent
  23. 23. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Independent mobile sites serve different HTMLs 
 based on the user agent through different URLs
  24. 24. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Each one of them have pros & cons 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. 25. #mobilefirstseo at #gpecsummit by @aleyda from @orainti But all are recognised by Google
  26. 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
  27. 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. 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
  29. 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. 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
  31. 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. 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. 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. 34. #mobilefirstseo at #gpecsummit by @aleyda from @orainti As well as check if they’re effectively configured
 Deepcrawl, Sitebulb, Botify
  35. 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. 36. #mobilefirstseo at #gpecsummit by @aleyda from @orainti More best practices need to be followed when 
 showing specific HTMLs for mobile user agents
  37. 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. 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
  39. 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. 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. 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. 42. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Which is fundamental to show rich results

  43. 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. 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. 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. 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. 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. 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
  49. 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. 50. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Avoiding intrusive mobile pop-ups and insterstitials displayed when loading your mobile pages
  51. 51. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Use app banners or pop-ups that don’t cover 
 the whole screen instead YesNo
  52. 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
  53. 53. #mobilefirstseo at #gpecsummit by @aleyda from @orainti However this is our mobile speed reality
  54. 54. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Also in Romania
  55. 55. #mobilefirstseo at #gpecsummit by @aleyda from @orainti What about your own mobile Web speed? #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  56. 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. 57. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Verify the speed of your top pages using 
 Chrome’s dev tool Lighthouse functionality
  58. 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. 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
  60. 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
  61. 61. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It uses a simplified, pre-optimised and cached 
 version of the pages and resources
  62. 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 
  63. 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. 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. 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. 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. 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
  68. 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. 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. 70. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Instead of this
  71. 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
  72. 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. 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. 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. 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. 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
  77. 77. #mobilefirstseo at #gpecsummit by @aleyda from @orainti You will be able to validate the mobile site configuration, crawlability, indexability and compare its content
  78. 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
  79. 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. 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. 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. 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. 83. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Sadly, time is up!
 #mobilefirstseo at #gpecsummit by @aleyda from @orainti
  84. 84. #mobilefirstseo at #gpecsummit by @aleyda from @orainti There are more Mobile First questions to 
 address to maximise your visibility though 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. 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
  86. 86. #mobilefirstseo at #gpecsummit by @aleyda from @orainti It’s time to grow your mobile organic search results …
  87. 87. #mobilefirstseo at #gpecsummit by @aleyda from @orainti Mulțumesc! #mobilefirstseo at #gpecsummit by @aleyda from @orainti