1. Mobile SEO
Aleyda Solis
International SEO Consultant
Twitter: @aleyda
Web: www.aleydasolis.com
LinkedIn: http://www.linkedin.com/in/aleyda

2. Mobile SEO Aleyda Solis | @aleyda
Mobile Search?
Oh Yeah!
Mobile is sooo important

3. Mobile SEO Aleyda Solis | @aleyda
44%
Of US population has a Smartphone
51% of UK population
Source: http://www.ourmobileplanet.com/

4. Mobile SEO Aleyda Solis | @aleyda
62%
Of US Smartphone users search on a daily basis
58% of Spain population
Source: http://www.ourmobileplanet.com/

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5X
Google’s mobile search has grown in the last 2 years in Spain
Give me
Five
Source: http://www.themobileplaybook.com/

6. Mobile SEO Aleyda Solis | @aleyda
32%
Has bought a product or service from a smartphone in the US
I also buy with my smartphone
Source: http://www.ourmobileplanet.com/

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Why Mobile SEO?
This needs to be
Optimized

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61%
only look at the 1st page of results when conducting a search on their smartphone
One does not simply appear
on the 1st page of results
Source: http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

9. Mobile SEO Aleyda Solis | @aleyda
57%
Say they won’t recommend a business with a poorly-designed mobile site
What an ugly site
Source: http://www.themobileplaybook.com/

10. Mobile SEO Aleyda Solis | @aleyda
My website is still not
optimized for Mobile
What Should I do now?

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Verify how your site looks in mobile devices
Use Screenfly to check how your site looks in a mobile device: http://quirktools.com/screenfly/

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It Looks Horrible

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Let’s
Optimize it
Now

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1. Get to know your mobile audience

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How many visits do you have from mobile devices?
Use Google Analytics to verify if you have enough mobile visitors

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What mobile technology are your visitors using?
Use Google Analytics to verify the device, provider, operating system, screen resolution of your mobile audience

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How are you found in mobile search?
Use Google Webmaster Tools to identify the keywords and pages with more mobile search visibility

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How are you visited from mobile search?
Use Google Analytics to identify the keywords and pages with more mobile traffic

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How does your mobile audience search?
Perform a keyword research focusing on mobile users. Use the Google Keyword research tool.

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You already have the information to start your Mobile SEO Process
1. 2. 3.
KEYWORDS AND CONTENT
VOLUME AND KEYWORDS AND PAGES
WITH THE HIGHEST
CHARACTERISTICS OF YOUR WITH ACTIVITY COMING
POTENTIAL IN YOUR MOBILE
CURRENT MOBILE USERS FROM MOBILE SEARCH
SEARCH MARKET
For which device do I have to optimize? What content do I have to prioritize? For which keywords do I have to rank?
With this data you will be able to focus your mobile SEO strategy

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2. Develop & Optimize your Mobile Site

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Focus on developing for the mobile device used by your audience
Fail
Remember that smartphone penetration will grow 35% this year
... and that your site should prioritize these users, not feature phone’s that tend to disappear

23. Mobile SEO Aleyda Solis | @aleyda
Where should I enable my mobile version?
1. The same URL 2. Different URL
yourbrand.com m.yourbrand.com
PROS PROS
Unique content Less development complexity
Easy and less expensive to maintain More flexibility and mobile content differentiation
Popularity / Authority consolidation A likely better mobile usability
CONS CONS
Possible redesign and re-coding of the Web Content duplication issues
Less control and possible differentiation of mobile content More effort required for link / authority building
Lower mobile focused experience Higher maintenance cost
What about an App?
This would be the next step: If you have enough technical resources, a critical mass of users from a specific device and a
successful mobile site.

24. Mobile SEO Aleyda Solis | @aleyda
One URL to rule them all
http://www.seroundtable.com/bing-mobile-seo-14861.html + http://www.seroundtable.com/single-url-mobile-seo-13521.html

25. Mobile SEO Aleyda Solis | @aleyda
Preferred Implementation alternative: Responsive Web Design
“Responsive web design is the best way
to go for mobile SEO”
Pierre Far
Google’s Webmaster Trends Analyst
at SMX London

26. Mobile SEO Aleyda Solis | @aleyda
Which is the best option in your situation?
1. The same URL 2. Different URL
yourbrand.com m.yourbrand.com
Recommended Recommended
If your content / mobile offer is the same than the desktop one If your content / mobile offer is very different than the desktop one
For new sites or CMS can easily implement responsive Web design If it’s too difficult to implement responsive Web design
If most of the mobile users have smartphones / tablets Most of the mobile users have feature phones

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1. One URL: With Responsive Web Design
=
Take a look at the new design of www.directseguros.es

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1. One URL: With Responsive Web Design
Use a framework like http://twitter.github.com/bootstrap to speed the development process

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2. Different URL: Identify and Redirect mobile users and bots
This is not cloaking if both see the same content.
Don’t block your mobile version with robots.txt
If your mobile content is duplicated (it shouldn’t)
include a canonical tag.
http://googlewebmastercentral.blogspot.com.es/2011/02/making-websites-mobile-friendly.html

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2. Different URL: Identify and Redirect mobile users and bots
http://googlewebmastercentral.blogspot.com.es/2011/12/introducing-smartphone-googlebot-mobile.html

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2. Different URL: Inform about your mobile version with a Sitemap
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=34648

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2. Different URL: Indicate the mobile version with a Handheld Tag
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35312

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Take into consideration mobile tech restrictions
Make sure the mobile site content is accessible: Beware of Flash, Scripts, etc.

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Enhance your website Speed
Externalizing
Minifying
Caching
Avoid bandwith and user’s waiting time problems. Use Page Speed or ySlow.

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Organize the content thinking on your mobile user
Web design consistency
Easy navigation
Show telephone number
Map visualization option
Focus on conversion
Remember that your mobile user has less flexibility to browse from a mobile phone: Prioritize the important content

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Link between the mobile and desktop versions
Include a link in the page’s footer
With an option to download App if you have one

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Follow the “traditional” SEO Criteria
Popularity
References
+
Relevancy
Content
http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid
If you have just one URL with responsive Web design you don’t need to duplicate your efforts

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Localize your Mobile Content
Create and optimize pages for each localization.
Include local address and phone number.
Use Microdata for businesses and reviews.
Create page in Google+ Local.
Create citations and links from local sites
And the Map?
94% of smartphone users in the US have looked for local information

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3. Beyond the Web, Optimize Apps

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Follow Relevancy and Authority Principles
Relevancy of the name, provider, description.
Popularity in the number and growth of
downloads, ratings and reviews.
http://www.mobiledevhq.com/app_store_optimization

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Watch the status and updates of Apps search engines
http://www.chomp.com/

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Thank you! Got Questions?
Twitter: @aleyda
Web: www.aleydasolis.com
LinkedIn: http://www.linkedin.com/in/aleyda