Search is now mobile driven: How can you optimize and maximize your site results with it? Here are criteria, guidelines and tools to use for a mobile-first SEO process.
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Winning in a Mobile Search World #LearnInbound
1. #winningmobile at #learninbound by @aleyda from @orainti
Winning in a
Mobile Search World
#winningmobile at #learninbound by @aleyda from @orainti
2. #winningmobile at #learninbound by @aleyda from @orainti
Since a few years ago, in a
galaxy not so far away….
#winningmobile at #learninbound by @aleyda from @orainti
3. #winningmobile at #learninbound by @aleyda from @orainti
Smartphones have become
our primary digital device
#winningmobile at #learninbound by @aleyda from @orainti
11. #winningmobile at #learninbound by @aleyda from @orainti
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
Search is also mostly
mobile driven now
12. #winningmobile at #learninbound by @aleyda from @orainti
As a consequence, Google is moving
towards a Mobile First Index
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
13. #winningmobile at #learninbound by @aleyda from @orainti
Ranking signals will come from your
mobile Website, not Desktop one
http://searchengineland.com/faq-google-mobile-first-index-262751
14. #winningmobile at #learninbound by @aleyda from @orainti
It’s already being tested, and
likely to happen next year
http://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074
15. #winningmobile at #learninbound by @aleyda from @orainti
At some point Google will
switch to a Mobile-Only Index
http://searchengineland.com/faq-google-mobile-first-index-262751
16. #winningmobile at #learninbound by @aleyda from @orainti
Sadly, many mobile sites are not ready…
because they’re not really optimised
AERLINGUS PROPERTY.IE
17. #winningmobile at #learninbound by @aleyda from @orainti
Which makes people to leave
https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html
18. #winningmobile at #learninbound by @aleyda from @orainti
Negatively influencing mobile conversions
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
20. #winningmobile at #learninbound by @aleyda from @orainti
It’s time to learn some Jedi
Mobile SEO Skills
#winningmobile at #learninbound by @aleyda from @orainti
22. #winningmobile at #learninbound by @aleyda from @orainti
I help companies to connect with them
#winningmobile at #learninbound by @aleyda from @orainti
23. #winningmobile at #learninbound by @aleyda from @orainti
Some of them brands you likely know
#winningmobile at #learninbound by @aleyda from @orainti
24. #winningmobile at #learninbound by @aleyda from @orainti
Today, I’ll help you too
#winningmobile at #learninbound by @aleyda from @orainti
25. #winningmobile at #learninbound by @aleyda from @orainti
A correctly
configured and
accessible Mobile
Website you must
have
#winningmobile at #learninbound by @aleyda from @orainti
26. #winningmobile at #learninbound by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
THAT WAS YODA ACCENT, DON’T BLAME ME
#winningmobile at #learninbound by @aleyda from @orainti
27. #winningmobile at #learninbound by @aleyda from @orainti
Responsive Web Dynamic Serving Independent Mobile Web
There are 3 main Mobile
Web Configurations
28. #winningmobile at #learninbound by @aleyda from @orainti
Responsive Web Design, that uses CSS
Media Queries to reformat the same HTML
29. #winningmobile at #learninbound by @aleyda from @orainti
Dynamic Serving, showing different HTMLs
through the same URL based on user-agent
Desktop Mobile
30. #winningmobile at #learninbound by @aleyda from @orainti
Independent Mobile Site, that serves
different HTMLs through different URLs
Desktop Mobile
31. #winningmobile at #learninbound by @aleyda from @orainti
Each of them have Pros & Cons
https://developers.google.com/search/mobile-sites/mobile-seo/
Responsive Web Dynamic Serving Independent Mobile Web
Same HTML for Mobile &
Desktop = Less
personalisation & speed
restrictions
Different HTML for Mobile &
Desktop through the same URL =
More difficult to correctly serve
and maintain
Different HTML for Mobile & Desktop
through different URLs = More difficult to
configure, serve, crawl and maintain
32. #winningmobile at #learninbound by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-seo/
But they are all recognised by Google
33. #winningmobile at #learninbound by @aleyda from @orainti
As long as they comply with
certain minimal configurations
https://developers.google.com/search/mobile-sites/mobile-seo/
Responsive Web
Don’t block images, css & js
resources.
Include the Vary: User-Agent
HTTP header
Identify & serve the relevant Web
version to the right user agent
Implement Rel alternate & canonical Tags
between mobile & desktop URLs.
Implement 301-redirects between mobile &
desktop to refer the user agent to the
relevant Web version
Dynamic Serving Independent Mobile Web
34. #winningmobile at #learninbound by @aleyda from @orainti
Google’s requirements won’t likely
change with the Mobile First Index too
35. #winningmobile at #learninbound by @aleyda from @oraintihttps://www.seroundtable.com/google-mobile-migration-24024.html
But if you’re looking to move from an
independent to a responsive site, do it now
36. #winningmobile at #learninbound by @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
It’s then critical to verify if your site
pages pass the Google Mobile validation
MOBILE WEB
CONFIGURATION
ISSUE
MOBILE WEB
AVAILABILITY
ISSUE
37. #winningmobile at #learninbound by @aleyda from @oraintiGoogle Analytics
Use Analytics to identify the top mobile
devices already being used by your visitors
38. #winningmobile at #learninbound by @aleyda from @oraintibit.ly/chromedevicemode
Emulate them using Chrome to check how
your most important pages are shown
RIGHT CLICK + INSPECT
39. #winningmobile at #learninbound by @aleyda from @oraintiGoogle Search Console
See if they trigger Mobile Usability
errors in the Search Console
40. #winningmobile at #learninbound by @aleyda from @oraintiSitebulb
You can also use SEO crawlers to verify
all of your mobile Website URLs easily
41. #winningmobile at #learninbound by @aleyda from @oraintiDeepcrawl
As well as checking the relevant mobile Web
configuration for all your pages
42. #winningmobile at #learninbound by @aleyda from @orainti
Your content
must also be
findable in your
Mobile Website
#winningmobile at #learninbound by @aleyda from @orainti
43. #winningmobile at #learninbound by @aleyda from @orainti
>
It’s usual to find Mobile sites showing less
content than the desktop versions
44. #winningmobile at #learninbound by @aleyda from @oraintihttp://searchengineland.com/faq-google-mobile-first-index-262751
But with a Mobile First index you should bring
all your content & structured data
46. #winningmobile at #learninbound by @aleyda from @oraintihttps://www.seroundtable.com/google-prepare-for-mobile-first-index-24052.html
But critical to make sure your mobile
Web content is accessible and indexable
47. #winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
This is why bigger intrusive Mobile app
pop-ups & interstitials are penalised
48. #winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Start by not doing this
49. #winningmobile at #learninbound by @aleyda from @oraintihttps://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/
Or this might happen :(
GOOGLE POP-UP UPDATE RELEASE
BYE MOBILE
VISBILITY
50. #winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
To refer to apps, is better to
use app banners instead
51. #winningmobile at #learninbound by @aleyda from @oraintiScreaming Frog
Emulate the Googlebot for Smartphones
and crawl your site w/ JS rendering
52. #winningmobile at #learninbound by @aleyda from @orainti
Verify if the mobile crawler sees the same
than the desktop and the user
WHY IS THE MOBILE SUBDOMAIN BLOCKED?
53. #winningmobile at #learninbound by @aleyda from @orainti
Are there errors, non-relevant redirects,
blocked or no-indexed URLs
WHY ARE THESE
RESOURCES
RETURNING ERRORS?
HOW IS THE
MOBILE CONTENT
RENDERED?
54. #winningmobile at #learninbound by @aleyda from @orainti
Do the same with every content element,
from titles to main text
ARE THE TITLES
SPECIFICALLY RELEVANT
TO EVERY PAGE?
55. #winningmobile at #learninbound by @aleyda from @orainti
Do a parity mobile-desktop SEO audit
to compare the crawler behaviour
https://moz.com/blog/mobile-parity-audits
56. #winningmobile at #learninbound by @aleyda from @orainti
Your Mobile
Website
faaaaaast
should be
#winningmobile at #learninbound by @aleyda from @orainti
57. #winningmobile at #learninbound by @aleyda from @oraintihttps://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-page-speed-load-time/
Your site speed is critical to your
Mobile users experience & conversions
60. #winningmobile at #learninbound by @aleyda from @orainti
The average is shockingly higher though
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
62. #winningmobile at #learninbound by @aleyda from @oraintihttp://www.thesempost.com/google-mobile-first-index-page-speed-ranking/
Mobile speed is only getting more important
with Google’s mobile first index too
63. #winningmobile at #learninbound by @aleyda from @orainti
How long does the The Independent
mobile home page takes to load?
#winningmobile at #learninbound by @aleyda from @orainti
65. #winningmobile at #learninbound by @aleyda from @orainti
… what about the Argos Ireland home page?
#winningmobile at #learninbound by @aleyda from @orainti
69. #winningmobile at #learninbound by @aleyda from @orainti
Sigh. What about your own site?
#winningmobile at #learninbound by @aleyda from @orainti
70. #winningmobile at #learninbound by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti
Use Analytics to see which of your most
important mobile pages take longer to load
Google Analytics
75. #winningmobile at #learninbound by @aleyda from @orainti
The solution is to implement WPO principles
to make your Mobile site to load fast
https://developers.google.com/speed/docs/insights/rules
76. #winningmobile at #learninbound by @aleyda from @orainti
But big sites have restrictive legacy systems
& small ones little resources to improve it
77. #winningmobile at #learninbound by @aleyda from @orainti
That’s why Google launched AMP two years ago
http://searchengineland.com/amp-top-stories-now-live-243314
78. #winningmobile at #learninbound by @aleyda from @orainti
It uses a “simplified” HTML version with optimised
resources & cache to serve it faster
79. #winningmobile at #learninbound by @aleyda from @orainti
AMP should be published “parallely”
to your current (slower) Web pages
https://www.rte.ie/lifestyle/living/2017/1019/913657-plastic-
surgery-in-ireland-who-is-doing-what-whats-wrong/
game-of-thrones-gendry-olympian-running-meme-2017-8
https://www.rte.ie/amp/913657/
80. #winningmobile at #learninbound by @aleyda from @orainti
It’s certainly much faster
https://www.rte.ie/lifestyle/living/2017/1019/913657-plastic-
surgery-in-ireland-who-is-doing-what-whats-wrong/
game-of-thrones-gendry-olympian-running-meme-2017-8
https://www.rte.ie/amp/913657/
82. #winningmobile at #learninbound by @aleyda from @orainti
And Google won’t index AMP in a Mobile First Index
(unless is used as the canonical version)
83. #winningmobile at #learninbound by @aleyda from @orainti
It has been made a requirement to
be included in the News Carrousels
84. #winningmobile at #learninbound by @aleyda from @orainti
As well as shown in organic results
AMP article rich results
Can be free-standing in the
results page, or embedded in
a carousel of similar result
types. All AMP article rich
results are also rich results.
AMP non-rich results
A basic, non-graphical
search result pointing to the
AMP page.
85. #winningmobile at #learninbound by @aleyda from @orainti
All this has skyrocketed its visibility
https://www.rankranger.com/amp-on-google-serp
86. #winningmobile at #learninbound by @aleyda from @orainti
As well as the extra traffic
sites can get from using it
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
More Mobile organic
visibility and traffic from
AMP than non-AMP
results
87. #winningmobile at #learninbound by @aleyda from @orainti
Which has incentivised its adoption,
especially among big media oriented sites
Sistrix
89. #winningmobile at #learninbound by @aleyda from @orainti
Even Google representatives agree that is not
a “bullet-proof” solution for all sites
“It wouldn’t be
reasonable for us to
expect that a group of
limited functionalities
replace all what you can
do at the moment in the
mobile environment…
AMP its meant to serve in
certain use cases”
https://www.youtube.com/watch?v=wtOjUwGnrVY
90. #winningmobile at #learninbound by @aleyda from @orainti#winningmobile at #learninbound by @aleyda from @orainti
AMP is a fast “add-on” to
your existing (but slow)
mobile Web, don’t use it as
a silver bullet solution or a
replacement to your mobile
site but as a resource
92. #winningmobile at #learninbound by @aleyda from @orainti#winningmobile at #learninbound by @aleyda from @orainti
So for those of you who can’t
improve your own mobile speed or
are media sites that could profit
from the extra visibility, here’s how
to make the most out of AMP…
93. #winningmobile at #learninbound by @aleyda from @orainti
Before starting with AMP, verify that your mobile
Web functionality can be replicated by using it
https://www.ampproject.org/docs/reference
94. #winningmobile at #learninbound by @aleyda from @orainti
Check with your development team if you
have the capacity and flexibility to use it
https://ampbyexample.com/
95. #winningmobile at #learninbound by @aleyda from @orainti
The goal is to keep the UI and functionality
consistent with your AMP version
ORIGINAL MOBILE PAGE AMP URL VERSION
=
97. #winningmobile at #learninbound by @aleyda from @orainti
There are also free Wordpress plugins
that highly facilitate the implementation
98. #winningmobile at #learninbound by @aleyda from @orainti
You can also use freemium and paid
WP plugins like AMP for WP and weeblrAMP
99. #winningmobile at #learninbound by @aleyda from @orainti
They will allow you to personalise more, but
you’ll likely need further development support
100. #winningmobile at #learninbound by @aleyda from @orainti
They’re not an “out of the box” solution
and will still need design personalisation
ORIGINAL MOBILE PAGE AMP URL VERSION
101. #winningmobile at #learninbound by @aleyda from @orainti
There’s also an inconsistent mobile user experience
when accessing to AMP pages from SERPs
102. #winningmobile at #learninbound by @aleyda from @orainti
Which ends-up causing users to link and share
the non-canonical Google AMP Viewer URLs
103. #winningmobile at #learninbound by @aleyda from @orainti
Start avoiding these by making sure to only
link internally to your canonical URLs from AMP
104. #winningmobile at #learninbound by @aleyda from @orainti
Remember to also redirect based on the user agent
to not show non-mobile visitors your AMP URLs
DON’T DO THIS DO THIS
105. #winningmobile at #learninbound by @aleyda from @orainti
Avoid AMP implementation errors,
suffered by +70% of top publishers using it
https://www.semrush.com/blog/amp-mistakes-semrush-study/
106. #winningmobile at #learninbound by @aleyda from @orainti
Most common AMP mistakes are related to usage
of disallowed and non-supported attributes & tags
107. #winningmobile at #learninbound by @aleyda from @oraintihttps://sitebulb.com/
Crawl all of your site pages to validate AMP
implementation issues before and after launching
108. #winningmobile at #learninbound by @aleyda from @oraintideepcrawl.com
SEO crawlers like Sitebulb, Deepcrawl & SEMrush
already include AMP configuration problems
109. #winningmobile at #learninbound by @aleyda from @orainti
You’ll be able to obtain and fix quickly those that
would generate critical issues in the Search Console
110. #winningmobile at #learninbound by @aleyda from @orainti
Once you launch though, monitor the
potential still existing errors over time
SIGH
111. #winningmobile at #learninbound by @aleyda from @orainti
Prioritise to fix critical issues first, which will
be the ones preventing to be shown in SERPs
THIS
112. #winningmobile at #learninbound by @aleyda from @orainti
Focus on identifying how the non-supported code
is included to establish a pattern and remove it
https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc
113. #winningmobile at #learninbound by @aleyda from @orainti
Follow-up also with your AMP Queries & pages
attracting visibility via the Google Search Console
114. #winningmobile at #learninbound by @aleyda from @orainti
Use SEOmonitor to track AMP for your targeted
(ranked or unranked) keywords
115. #winningmobile at #learninbound by @aleyda from @orainti
You can also spot AMP opportunities vs. your
competitors with SEMrush rank tracking
116. #winningmobile at #learninbound by @aleyda from @orainti
As well as verify the queries for which AMP
results are shown to prioritise your content
sistrix.com
117. #winningmobile at #learninbound by @aleyda from @orainti
These are the
highlights to maximise
your results when
implementing AMP
#winningmobile at #learninbound by @aleyda from @orainti
118. #winningmobile at #learninbound by @aleyda from @orainti
There’s more though!
Here’s a complete presentation about it
https://www.slideshare.net/aleydasolis/amp-do-or-die-smxeast-81162535
119. #winningmobile at #learninbound by @aleyda from @orainti
But time is (sadly) almost up!
#winningmobile at #learninbound by @aleyda from @orainti
120. #winningmobile at #learninbound by @aleyda from @orainti
There are more Mobile First questions to
address to maximise your visibility
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-brightonseo
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?
121. #winningmobile at #learninbound by @aleyda from @orainti
Here’s how to answer them
#mobilefirstseo at #TuringFest by @aleyda from @oraintihttps://moz.com/blog/mobile-seo-stack-tools