1. ALEYDA SOLIS AT THE INTERNATIONAL SEARCH SUMMIT IN LONDON, 2013
MOBILIZING YOUR INTERNATIONAL SEO

2. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
HOLA
I’m Aleyda Solis
INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER
INTERNATIONAL SEO AT SEER INTERACTIVE
Also an SEOmoz Associate & State of Search Blogger
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

3. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
WE LIVE IN A MULTI-DEVICE WORLD

4. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
PEOPLE USE MOBILE SEARCH IN A DAILY BASIS
It’s booooming!

5. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
AND THE MOBILE ADVERTISING TREND IS AMAZING
It’s booooooming!

6. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
YOU CAN CHECK FOR YOURSELF WITH GOOGLE
http://www.thinkwithgoogle.com/mobileplanet/en/

7. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
OR YANDEX
http://company.yandex.com/researches/

8. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
OR BAIDU
http://ir.baidu.com/phoenix.zhtml?c=188488&p=irol-
newsArticle&ID=1811508&highlight=

9. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
IT’S NOW THE TIME TO ANSWER THE MOBILE CALL
tl;dr
Mobile is Hot Worldwide
Ring, Ring!
Answer me

10. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
OH! I ALREADY HAVE...
MY SITE IS GLOBALLY POPULAR

11. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NON-OPTIMIZED TITLES IN MOBILE &
NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

12. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NON-OPTIMIZED TITLES IN MOBILE &
NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS
NO MOBILE USER FRIENDLY

13. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NON-OPTIMIZED TITLES IN MOBILE &
NO REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

14. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NON-OPTIMIZED TITLES IN MOBILE &
NO REDIRECTS BETWEEN MOBILE AND DESKTOP URLS
NO MOBILE USER FRIENDLY

15. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
INTRUSIVE INTERSTITIALS WHEN YOU ACCESS THE MOBILE SITE
scroll...

16. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
INTRUSIVE INTERSTITIALS WHEN YOU ACCESS THE MOBILE SITE
scroll...
NO MOBILE USER FRIENDLY

17. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NO MOBILE SITE

18. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NO MOBILE SITE
NO MOBILE USER FRIENDLY

19. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
OK. GOT IT!
SHOW ME HOW TO DO IT...

20. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
1 Get to know your international mobile audience

21. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
CHECK YOUR CURRENT MOBILE TRAFFIC PER COUNTRY/LANGUAGE
Use Google Analytics
Mobile & Tablet Segments

22. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
CHECK YOUR MOBILE & TABLET DEVICES PER COUNTRY/LANGUAGE

23. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
CHECK KEYWORDS & LANDING PAGES PER COUNTRY/LANGUAGE

24. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
CHECK YOUR CURRENT MOBILE SEARCH VISIBILITY
Use Google Webmaster Tools
Search Queries Mobile Filters

25. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC
Identify Relevant Keywords
per Country / Language

26. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC
Verify with the Google Keyword tool their specific
Mobile Search Volume... and identify new Ideas

27. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NOW YOU KNOW ABOUT YOUR
INTERNATIONAL MOBILE SEARCH AUDIENCE
Traffic
DevicesKeywords
Countries
Languages
Pages

28. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
2 Identify your International Web Mobile Optimization Status

29. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
USE MOBILE EMULATORS & USER AGENT SWITCHERS
Mobile Emulators
User Agent Switchers
http://www.mobilephoneemulator.com/
http://www.opera.com/es/developer/mobile-emulator
https://addons.mozilla.org/es/firefox/addon/user-agent-switcher/
https://chrome.google.com/webstore/detail/user-agent-switcher-for-c/djflhoibgkdhkhhcedjiklpkjnoahfmg
&

30. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
VERIFY YOUR INTERNATIONAL SITES MOBILE USABILITY
Are all content, images, videos, menus and language / country
switching options correctly displayed? Do they work?

31. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
VERIFY YOUR INTERNATIONAL SITES MOBILE SEARCH RESULTS
Check your titles, descriptions, URLs,
Incoming Links, PA & DA. Are these correct
for the country / language? Are they well
displayed? Compare with your competitors!

32. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
IDENTIFY HOW MOBILE BOTS CRAWL YOUR INTERNATIONAL SITES
Use Screaming Frog User Agent Configuration.
Find a list of Mobile User Agents in
http://www.user-agents.org/

33. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NOW YOU KNOW ABOUT YOUR
INTERNATIONAL MOBILE OPTIMIZATION STATUS
Usability
IndexabilityFunctionality
Crawlability
Visibility
Relevance

34. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
3 Mobilize your International Websites

35. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
USE THE INFORMATION FROM THE PREVIOUS MOBILE ANALYSIS...
INTERNATIONAL
MOBILE AUDIENCE
SEARCH STATUS
& POTENTIAL
DESIRED
MOBILE CONTENT,
FUNCTIONALITY &
OFFERING PER
COUNTRY /
LANGUAGE
CURRENT
INTERNATIONAL
MOBILE
OPTIMIZATION
MOBILE WEB
DEVELOPMENT
CAPACITY

36. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
TO SELECT THE BEST MOBILE WEB STRUCTURE FOR YOU

37. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
LET’S LEARN ABOUT THEIR MOBILE SEO BEST PRACTICES
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

38. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
LET’S START WITH THE GENERAL MOBILE SEO PRACTICES
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

39. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
OPTIMIZE YOUR MOBILE WEB SPEED
GENERAL MOBILE SEO BEST PRACTICES
Use PageSpeed Insights with the Mobile Filter. Find it at
https://developers.google.com/speed/docs/best-practices/mobile
Follow Mobile Speed
Optimization Best Practices

40. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
REORGANIZE & DESIGN YOUR CONTENT FOR MOBILE DEVICES
GENERAL MOBILE SEO BEST PRACTICES
Beware of elements (like flash,
interstitials) that are not correctly
displayed, don’t work or provide
a bad user & search experience

41. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
OPTIMIZE YOUR PAGES CONTENT ELEMENTS WITH YOUR KEYWORDS
GENERAL MOBILE SEO BEST PRACTICES
Take into consideration the
visibility limitation of Mobile
search results & devices

42. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
USE STRUCTURED MARKUP TO GET RICH SNIPPETS
GENERAL MOBILE SEO BEST PRACTICES
Enhance your Mobile Search Results
Visibility with Rich Snippets

43. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
IF A LOCAL BUSINESS, CREATE PLACES/GOOGLE+ PRESENCE
GENERAL MOBILE SEO BEST PRACTICES
Expand your Mobile Search Results
Visibility with Maps Presence

44. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
IT’S TIME FOR RESPONSIVE WEB FOR MOBILE
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

45. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
USES CSS3 MEDIA QUERIES TO SHOW ELEMENTS IN DIFFERENT SIZES
RESPONSIVE WEB SEO BEST PRACTICES
yourbrand.fr/categorie
yourbrand.com/fr/categorie
fr.yourbrand.com/categorie
French Desktop & Mobile URL Versions

46. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
RESPONSIVE WEB HAS PROS & CONS WITH MOBILE
RESPONSIVE WEB SEO BEST PRACTICES
No risk of content duplication
Easier and cheaper to maintain
Popularity consolidation
No need for redirects
Possible redesign need
No possibility of content differentiation
Less optimization of Mobile UX
+ -
PROS CONS

47. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
RESPONSIVE WEB HAS PROS & CONS WITH MOBILE
RESPONSIVE WEB SEO BEST PRACTICES
No risk of content duplication
Easier and cheaper to maintain
Popularity consolidation
No need for redirects
Possible redesign need
No possibility of content differentiation
Less optimization of Mobile UX
+ -
PROS CONS
The best mobile Web alternative if the
desktop & mobile content is the same.

48. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
ALLOW THE CSS, IMAGES & JS CRAWLING
RESPONSIVE WEB SEO BEST PRACTICES

49. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
INTERNATIONAL MOBILE SITES USING RESPONSIVE WEB
RESPONSIVE WEB SEO BEST PRACTICES

50. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
LET’S GO WITH DYNAMIC SERVING NOW
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

51. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
YOUR WEB SERVER RESPONDS WITH A DIFFERENT HTML IN THE
SAME URL DEPENDING IF IT’S A MOBILE OR DESKTOP USER AGENT
DYNAMIC SERVING SEO BEST PRACTICES
yourbrand.fr/categorie
yourbrand.com/fr/categorie
fr.yourbrand.com/categorie
French Desktop & Mobile URL Versions

52. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
DYNAMIC SERVING HAS PROS & CONS WITH MOBILE
No risk of content duplication
Capacity to differentiate mobile content
Popularity consolidation
Better Mobile UX
Complexity of technical implementation
Higher cost of maintenance
+ -
PROS CONS
DYNAMIC SERVING SEO BEST PRACTICES

53. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
DYNAMIC SERVING HAS PROS & CONS WITH MOBILE
No risk of content duplication
Capacity to differentiate mobile content
Popularity consolidation
Better Mobile UX
Complexity of technical implementation
Higher cost of maintenance
+ -
PROS CONS
DYNAMIC SERVING SEO BEST PRACTICES
The best if you need highly differentiated mobile content,
functionality and user experience or if you can’t implement
responsive Web.

54. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
ADD THE VARY HTTP HEADER TO YOUR PAGES
DYNAMIC SERVING SEO BEST PRACTICES
Helps Google to identify you’re serving
content depending on the user agent, but
beware of CDNs that might not support this

55. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
EFFECTIVELY DETECT & SERVE USER AGENTS
DYNAMIC SERVING SEO BEST PRACTICES
Beware of Cloaking, always serve the same to
bots & users: https://developers.google.com/
webmasters/smartphone-sites/common-mistakes

56. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
INTERNATIONAL MOBILE SITES USING DYNAMIC SERVING
DYNAMIC SERVING SEO BEST PRACTICES

57. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
LET’S GO WITH THE PARALLEL MOBILE WEB NOW
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

58. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
PARALLEL MOBILE URLS ARE CREATED UNDER THE “M” SUBDOMAIN
AND BOTS & USERS ARE REDIRECTED TO THE RIGHT VERSION
PARALLEL MOBILE SEO BEST PRACTICES
French Mobile URL Versions
m.yourbrand.fr/categorie
m.yourbrand.com/fr/categorie
m.fr.yourbrand.com/categorie
yourbrand.fr/categorie
yourbrand.com/fr/categorie
fr.yourbrand.com/categorie
French Desktop URL Versions

59. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE
PARALLEL MOBILE SEO BEST PRACTICES
Easier Implementation
Capacity to differentiate mobile content
Better Mobile UX
Content duplication risk
Split of link popularity risk
Additional crawling and indexing effort
Higher cost of maintenance
+ -
PROS CONS

60. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE
PARALLEL MOBILE SEO BEST PRACTICES
Easier Implementation
Capacity to differentiate mobile content
Better Mobile UX
Content duplication risk
Split of link popularity risk
Additional crawling and indexing effort
Higher cost of maintenance
+ -
PROS CONS
If you need to provide highly differentiated mobile content
& functionality but you can’t implement dynamic serving,
this is your option.

61. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
MOBILE & DESKTOP REDIRECTS SHOULD BE RELEVANT
PARALLEL MOBILE SEO BEST PRACTICES

62. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
MOBILE URLS SHOULD BE CLEAN, RELEVANT & CONSISTENT
PARALLEL MOBILE SEO BEST PRACTICES
US VERSION FRENCH VERSION
http://www.yourbrand.fr/categorie-a/ http://m.yourbrand.fr/categorie-a/

63. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
ADD THE REL ALTERNATE & CANONICAL ANNOTATIONS IN PAGES
PARALLEL MOBILE SEO BEST PRACTICES
Refer to each other URL version.
Check https://developers.google.com/
webmasters/smartphone-sites/details

64. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
YOU CAN ADD THE REL ALTERNATE ANNOTATIONS IN SITEMAPS TOO
PARALLEL MOBILE SEO BEST PRACTICES
Refer Mobile URL version.
Check https://developers.google.com/
webmasters/smartphone-sites/details

65. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
LINK BETWEEN YOUR MOBILE & DESKTOP VERSIONS
PARALLEL MOBILE SEO BEST PRACTICES
Implement the links with
cookies to avoid redirects

66. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
PARALLEL MOBILE SEO BEST PRACTICES
INTERNATIONAL MOBILE SITES USING PARALLEL URLS

67. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
NOW YOU KNOW HOW TO
MOBILIZE YOUR INTERNATIONAL WEBSITES
Dynamic
Serving
Mobile
Pages Speed
Mobile Search
Visibility
Parallel
Mobile Site
Responsive Web
Mobile
Usability

68. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
3 Mobilize your International Websites
1 Get to know your international mobile audience
2 Identify your International Web Mobile Optimization Status

69. MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
Hey International SEOs,
Thanks for answering my call.
Let’s do Mobile SEO now.

70. GRACIAS
GOT QUESTIONS?
MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com