Mobile Visibility to the Max - 2016 Edition #BigDigitalADL

2,417 views

Published on

What steps to follow to maximize your mobile Web search visibility in 2016? Take a look at this actionable steps and criteria!

Published in: Marketing

Mobile Visibility to the Max - 2016 Edition #BigDigitalADL

  1. 1. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Mobile Visibility To The Max
 2016 Edition #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI
  2. 2. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA SOLIS Hello #BigDigitalADL @ALEYDA I SHARE #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI
  3. 3. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Texto del título • Nivel de texto 1 – Nivel de texto 2 http://www.lukew.com/ff/entry.asp?1943 We live in a multi-device world
  4. 4. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Officially driven by multi-device search… with the mobile search share growing more & more
  5. 5. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI And not only in tech heavy industries, but local, ecommerce, … and even b2b! Local Ecommerce News
  6. 6. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Google still doesn’t have a mobile index but mobile optimization is a ranking factor that is becoming more & more important over time http://searchengineland.com/technically-you-can-have- completely-different-content-on-mobile-says-google-222261
  7. 7. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI This is due to Google’s goal to provide the best mobile experience, reflected also in Rich Cards or AMP https://webmasters.googleblog.com/2016/06/ search-at-io-16-recap-eight-things-you.html https://www.ampproject.org/
  8. 8. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI As well as their efforts towards a Mobile Web & App search integration, with App Indexing http://googlewebmastercentral.blogspot.com/2015/04/ drive-app-installs-through-app-indexing.html
  9. 9. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI However, users still have issues with poor experiences 
 that hurt not only mobile visibility but conversion https://www.thinkwithgoogle.com/articles/speed- is-key-optimize-your-mobile-experience.html
  10. 10. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI It’s a must then to identify & target your mobile audience specific search behavior http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/
  11. 11. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI HERE’S HOW TO MAXIMIZE YOUR MOBILE SEARCH VISIBILITY… #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI
  12. 12. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Understand your Mobile user & search behavior: Which are the top devices used to access your site?
  13. 13. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Which queries are giving the highest mobile visibility?
  14. 14. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Identify your pages with highest mobile visibility: which have a lower CTR & Position than average?
  15. 15. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI You can also alternatively use OnPage.org Impact to filter data & see pages along their URLs directly onpage.org
  16. 16. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI and at a directory level too!
  17. 17. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Check your pages with highest mobile traffic: which have a lower engagement & conversion rate?
  18. 18. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI What’s your current mobile Web ranking status vs. your competitors? semrush.com Mobile data Not yet available in Australia Doesn’t support Australia yet sistrix.com
  19. 19. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI SEOMONITOR GOOGLE SEARCH CONSOLE & GOOGLE ANALYTICS INTEGRATION Verify the existing gap of your mobile ranking pages & queries vs. your desktop ones seomonitor.com
  20. 20. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI And the one of queries & pages providing your current mobile search visibility vs. historical ones? onpage.org Impact
  21. 21. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI If you’re app indexing: Which are the queries that are already bringing visibility to your app?… and low CTR?
  22. 22. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Now is time to verify if you’re following Google’s mobile configuration best practices.. using the previous data https://developers.google.com/webmasters/mobile-sites/mobile-seo/
  23. 23. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI RESPONSIVE DYNAMIC PUBLISHING PARALLEL MOBILE VERSION https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en Remember there’s no silver bullet though…
  24. 24. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI any Mobile Web configuration has best practices ALLOWING CSS, JS & IMAGES CRAWLING IS FUNDAMENTAL AS WELL AS SPEED USE THE VARY HTTP HEADER & CORRECTLY SERVE THE RELEVANT CONTENT FOR THE APPROPRIATE CRAWLER INCLUDE THE REL CANONICAL & ALTERNATE TAGS, AS WELL AS REDIRECTS BETWEEN THE MOBILE & DESKTOP URLS RESPONSIVE DYNAMIC PUBLISHING PARALLEL MOBILE VERSION https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
  25. 25. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Check if your site most critical mobile pages pass Google Mobile validation https://www.google.com/webmasters/tools/mobile-friendly/
  26. 26. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI ANY SEO CRAWLER NOWADAYS SUPPORT IT: SCREAMING FROG, ONPAGE, BOTIFY, ETC. Crawl, crawl, crawl your site, like a mobile bot
  27. 27. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Are mobile search crawlers effectively accessing pages? Are there non-relevant redirects?
  28. 28. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI If you can validate also your log files to identify your mobile vs. desktop crawling behavior https://www.screamingfrog.co.uk/log-file-analyser/
  29. 29. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Match your mobile crawls with log file data: Which pages are not meant to be crawled but being served? Look for 3xx, 4xx & 5xx HTTP statuses & crawl inconsistencies
  30. 30. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Are your mobile targeted pages offering relevant indexable content to users & crawlers?
  31. 31. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/ SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html Are there intrusive mobile interstitials (or pop-ups)? Use App banners instead
  32. 32. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Verify with URLProfiler which of your top pages are not mobile friendly & have speed issues urlprofiler.com
  33. 33. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI You can now easily prioritize your fundamental mobile optimization efforts towards the most critical pages Mobile Friendliness Mobile Speed
  34. 34. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI … and identify the assets causing the performance issues webpagetest.org
  35. 35. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/ Check out the step by step with URLProfiler
  36. 36. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI RankTank Mobile Friendly Site Test SERP Tool or Chrome Dev Tools Verify how your top mobile Web ranking pages are shown in mobile serps: Check from Titles, Descriptions & URLs… https://www.ranktank.org/mobile-friendly-serp-testing-tool/
  37. 37. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI To the existence of SERP functionalities with opportunities to improve your visibility with them App Indexing Maps Results AMP News Carousels App Packs
  38. 38. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Use these to prioritize from your AMP to App indexation implementations… which can be complex at the start
  39. 39. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Follow these steps-by-steps tutorials to get them right before implementing at full https://firebase.google.com/docs/app-indexing/#implementation_path https://www.ampproject.org/docs/get_started/create_page.html
  40. 40. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI And these tools to validate your implementations https://www.ampproject.org/docs/guides/validate.html https://firebase.google.com/docs/app-indexing/ android/test#testing-your-completed-app
  41. 41. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI The same to assess opportunities with structured markup for rich snippets and cards… although complexity is lower! https://search.google.com/structured-data/
  42. 42. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Use the revamped Google Structured Data Testing Tool to validate their implementation as well as the GSC report https://search.google.com/structured-data/testing-tool
  43. 43. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Once you target your current mobile queries effectively, it’s time to expand your presence identifying variations! keywordtool.io moz.com
  44. 44. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Use your favorite keywords tools: keywordtool.io, semrush, rank tank’s infinite google suggest, moz, etc. ranktank.org
  45. 45. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Segment on categories and verify their specific mobile search share, prioritizing those with a high one
  46. 46. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Look for additional, mobile targeted modifiers too, that leverage well-known “micro-moments”
  47. 47. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI That won’t only help to create new mobile targeted content but also functionalities!
  48. 48. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI If you have apps, don’t forget about cross- platform & cross-device queries for them too
  49. 49. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Which you should target & help cross- platform mobile conversions to happen! YES NO
  50. 50. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI It’s time to make the most out of your presence as well as audience mobile search behavior… and potential!
  51. 51. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Remember to track those mobile results, (to optimize & improve over time): From visibility… serpwoo.com
  52. 52. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI To Mobile traffic, engagement & conversions!
  53. 53. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI NOW IS YOUR TIME!
  54. 54. #MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI Thank you #BigDigitalADL! Questions?

×