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SEO Strategy in a Multi-Device World at #FoM14

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SEO Strategy in a Multi-Device World at #FoM14

  1. 1. SEO STRATEGY IN A MULTI-DEVICE WORLD #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  2. 2. HELLO #FoM14 #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  3. 3. I’M ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  4. 4. WE LIVE IN A MULTI-DEVICE WORLD #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  5. 5. WITH STILL A LOT OF GROWTH POTENTIAL #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  6. 6. DRIVEN BY CROSS-PLATFORM & MULTI-CHANNEL CONVERSIONS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  7. 7. WHERE MOBILE SEARCH IS BOOMING #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  8. 8. MAXIMAL SEARCH RESULTS VISIBILITY DOESN’T LOOK LIKE THIS ANYMORE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  9. 9. IT NOW LOOKS LIKE THIS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  10. 10. & MOBILE ORGANIC SEARCH RANKINGS ARE AS IMPORTANT TOWARDS CTR & TRAFFIC http://www.advancedwebranking.com/ctrstudy/ #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  11. 11. GOOGLE HAS REACTED WITH MOBILE GUIDELINES, TOOLS & RANKING FACTORS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  12. 12. BUT MOST WEBSITES ARE NOT MOBILE OPTIMIZED YET http://marketingland.com/most-of-fortune-100-doesnt-live-up- to-googles-mobile-best-practices-even-google-61166 #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  13. 13. RAISE YOUR HAND IF YOU’RE TAKING MOBILE INTO CONSIDERATION IN YOUR SEO STRATEGY #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  14. 14. THIS IS YOUR OPPORTUNITY #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  15. 15. CONNECT WITH YOUR MOBILE SEARCH AUDIENCE BY MOBILIZING YOUR SEO STRATEGY #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  16. 16. SEGMENTING, ANALYZING & ESTABLISHING THE DIFFERENT SEO CRITERIA PER DEVICE TYPE YOUR COMPETITORS SEARCH & OPTIMIZATION STATUS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI YOUR SEO STRATEGY, GOAL & KPIS YOUR ORGANIC SEARCH, WEB OPTIMIZATION STATUS, RESOURCES, TIME & BUDGET YOUR AUDIENCE SEARCH BEHAVIOR & POTENTIAL
  17. 17. YOUR COMPETITORS SEARCH & OPTIMIZATION STATUS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI YOUR SEO STRATEGY, GOAL & KPIS YOUR ORGANIC SEARCH, WEB OPTIMIZATION STATUS, RESOURCES, TIME & BUDGET PER DEVICE TYPE LET’S SEE HOW! PER DEVICE TYPE PER DEVICE TYPE YOUR AUDIENCE SEARCH BEHAVIOR & POTENTIAL PER DEVICE TYPE
  18. 18. 1IDENTIFY YOUR CURRENT ORGANIC TRAFFIC STATUS PER DEVICE TYPE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  19. 19. YOUR OVERALL & ORGANIC SEARCH TRAFFIC BY DEVICE TYPE WITH GOOGLE ANALYTICS SEGMENTS VOLUME, TREND OVER #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI TIME, SEASONALITY
  20. 20. YOUR MOBILE VISITORS MOST USED DEVICES & THEIR RELATED CONTENT & CONVERSIONS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  21. 21. YOUR MOST VISITED CONTENT, FAVORITE PRODUCTS & CONVERSIONS PER DEVICE TYPE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  22. 22. #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI 2ASSESS YOUR AUDIENCE ORGANIC SEARCH BEHAVIOR PER DEVICE TYPE
  23. 23. YOUR CURRENT TOP QUERIES & PAGES IN SEARCH RESULTS BY DEVICE TYPE WITH WEBMASTER TOOLS VOLUME, IMPRESSIONS, CLICKS, CTR, POSITION #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  24. 24. BREAKDOWN BY DEVICE WHEN DOING YOUR KEYWORD RESEARCH IN KEYWORD PLANNER SEARCH VOLUME & KEYWORD USAGE PER DEVICE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  25. 25. #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI 3ANALYZE YOUR CURRENT MULTI-DEVICE OPTIMIZATION STATUS
  26. 26. DO YOU ALREADY HAVE A MOBILE SITE? #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  27. 27. RESPONSIVE WEB DESIGN #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI BEST TO DELIVER SAME CONTENT TO ALL USERS
  28. 28. DYNAMIC SERVING #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI BEST TO PERSONALIZE CONTENT BASED ON DEVICE
  29. 29. PARALLEL MOBILE SITE ALTERNATIVE TO PERSONALIZE CONTENT BASED #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI ON DEVICE
  30. 30. CHECK YOUR SITE USING MOBILE EMULATORS http://www.mobilephoneemulator.com/ #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  31. 31. IDENTIFY THE BEST FOR YOU BASED ON YOUR CHARACTERISTICS TO DEVELOP IT #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  32. 32. CHECK YOUR MOBILE USABILITY ISSUES BY USING GOOGLE WEBMASTER TOOLS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  33. 33. YOUR SEARCH CRAWLING ISSUES PER DEVICE WITH WEBMASTER TOOLS & SEO CRAWLERS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  34. 34. YOUR SPEED ISSUES PER DEVICE FOR YOUR MOST VISITED & CRITICAL PAGES USING PAGESPEED INSIGHTS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  35. 35. YOUR MULTI-DEVICE CONTENT OPTIMIZATION #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  36. 36. OUCH! #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  37. 37. REMEMBER ABOUT YOUR SEO FUNDAMENTALS? TITLE GOOD POOR Begin with targeted term ~ 55 characters for desktop & ~ 60 for mobile META DESCRIPTION Descriptive and attractive Expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobile URL FAIR Short & descriptive Targeted terms in url #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  38. 38. CHECK IF YOU USE STRUCTURED DATA TO MAXIMIZE YOUR MULTI-DEVICE VISIBILITY #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  39. 39. ALONG WITH GOOGLE+ FOR LOCAL BUSINESSES IN CASE YOU ARE ONE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  40. 40. ARE YOU CROSS-PROMOTING YOUR MULTI-PLATFORM PRESENCE? #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI DO YOU HAVE A WEB LANDING PAGE FOR YOUR APP? DO YOU PROMOTE YOUR APP FROM YOUR MOBILE SITE?
  41. 41. AND INDEXING YOUR MOBILE APP IN GOOGLE? https://developers.google.com/app-indexing/ #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  42. 42. 4CHECK YOUR COMPETITORS MULTI-DEVICE OPTIMIZATION & RANKING STATUS #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  43. 43. IDENTIFY YOUR MOBILE SEARCH RANKINGS VS. YOUR COMPETITORS WITH SEMRUSH #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  44. 44. COMPARE YOUR MOBILE RANKED PAGES VS. THE ONES OF YOUR COMPETITORS http://www.stateofdigital.com/easily-analyze-competitors- mobile-seo-performance/ #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  45. 45. YOU NOW KNOW YOUR KEY SEO FACTORS TO ESTABLISH A STRATEGY SEGMENTED BY DEVICE TYPE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  46. 46. YOU CAN SET YOUR MULTI-DEVICE SEO STRATEGY & GOALS CONTENT TO DEVELOP, OPTIMIZE & PROMOTE SEO KPIS & GOALS PER DEVICE TARGETED TERMS TO IMPROVE VISIBILITY WEB & APP AREAS TO OPTIMIZE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  47. 47. IT’S TIME TO CONNECT WITH YOUR MULTI-DEVICE ORGANIC SEARCH AUDIENCE #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI
  48. 48. THANK YOU #FOM14! DO YOU HAVE QUESTIONS? #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

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