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#winningmobile at #learninbound by @aleyda from @orainti
Winning in a 

Mobile Search World
#winningmobile at #learninbound by @aleyda from @orainti
#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
#winningmobile at #learninbound by @aleyda from @orainti
Smartphones have become 

our primary digital device
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
We might be a bit addicted
#winningmobile at #learninbound by @aleyda from @orainti
With a few exceptions
#winningmobile at #learninbound by @aleyda from @orainti
Mobile phones are a primal need now
#winningmobile at #learninbound by @aleyda from @orainti
Like, very very primal
Would you be willing to give up your Mobile phone?
#winningmobile at #learninbound by @aleyda from @orainti
For good & bad, our behaviour

has largely changed with them
#winningmobile at #learninbound by @aleyda from @orainti
Since 2014 Smartphones have driven 

the growth of digital time spent
#winningmobile at #learninbound by @aleyda from @orainti
20% of ecommerce transactions 

are performed from Mobile devices
#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
#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
#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
#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
#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
#winningmobile at #learninbound by @aleyda from @orainti
Sadly, many mobile sites are not ready… 

because they’re not really optimised
AERLINGUS PROPERTY.IE
#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
#winningmobile at #learninbound by @aleyda from @orainti
Negatively influencing mobile conversions
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
#winningmobile at #learninbound by @aleyda from @orainti
Causing a non-trivial 

mobile-desktop conversion gap
#winningmobile at #learninbound by @aleyda from @orainti
It’s time to learn some Jedi 

Mobile SEO Skills
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
I’m Aleyda Solis
#winningmobile at #learninbound by @aleyda from @orainti
I help companies to connect with them
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
Some of them brands you likely know
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
Today, I’ll help you too
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
A correctly
configured and
accessible Mobile
Website you must
have
#winningmobile at #learninbound by @aleyda from @orainti
#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
#winningmobile at #learninbound by @aleyda from @orainti
Responsive Web Dynamic Serving Independent Mobile Web
There are 3 main Mobile 

Web Configurations
#winningmobile at #learninbound by @aleyda from @orainti
Responsive Web Design, that uses CSS

Media Queries to reformat the same HTML
#winningmobile at #learninbound by @aleyda from @orainti
Dynamic Serving, showing different HTMLs
through the same URL based on user-agent
Desktop Mobile
#winningmobile at #learninbound by @aleyda from @orainti
Independent Mobile Site, that serves 

different HTMLs through different URLs
Desktop Mobile
#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
#winningmobile at #learninbound by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-seo/
But they are all recognised by Google
#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
#winningmobile at #learninbound by @aleyda from @orainti
Google’s requirements won’t likely 

change with the Mobile First Index too
#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
#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
#winningmobile at #learninbound by @aleyda from @oraintiGoogle Analytics
Use Analytics to identify the top mobile
devices already being used by your visitors
#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
#winningmobile at #learninbound by @aleyda from @oraintiGoogle Search Console
See if they trigger Mobile Usability 

errors in the Search Console
#winningmobile at #learninbound by @aleyda from @oraintiSitebulb
You can also use SEO crawlers to verify 

all of your mobile Website URLs easily
#winningmobile at #learninbound by @aleyda from @oraintiDeepcrawl
As well as checking the relevant mobile Web
configuration for all your pages
#winningmobile at #learninbound by @aleyda from @orainti
Your content
must also be
findable in your
Mobile Website
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
>
It’s usual to find Mobile sites showing less
content than the desktop versions
#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
#winningmobile at #learninbound by @aleyda from @orainti
It’s ok to use expandable content
by using CSS in this case
#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
#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
#winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Start by not doing this
#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
#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
#winningmobile at #learninbound by @aleyda from @oraintiScreaming Frog
Emulate the Googlebot for Smartphones

and crawl your site w/ JS rendering
#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?
#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?
#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?
#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
#winningmobile at #learninbound by @aleyda from @orainti
Your Mobile
Website
faaaaaast
should be
#winningmobile at #learninbound by @aleyda from @orainti
#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
#winningmobile at #learninbound by @aleyda from @orainti
As well as their well-being
#winningmobile at #learninbound by @aleyda from @orainti
Your users have a minimum
expectation of 2 seconds
#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/
#winningmobile at #learninbound by @aleyda from @orainti
And consequences are devastating
#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
#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
#winningmobile at #learninbound by @aleyda from @orainti
7 Seconds
https://testmysite.thinkwithgoogle.com/
#winningmobile at #learninbound by @aleyda from @orainti
… what about the Argos Ireland home page?
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
10 Seconds
#winningmobile at #learninbound by @aleyda from @orainti
… and the lottery.ie home page?
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
18 Seconds
#winningmobile at #learninbound by @aleyda from @orainti
Sigh. What about your own site?
#winningmobile at #learninbound by @aleyda from @orainti
#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
#winningmobile at #learninbound by @aleyda from @orainti
Complement this data with the 

one of your own Mobile crawls
#winningmobile at #learninbound by @aleyda from @orainti
With Sitebulb you will get the pages and
resources affected, along recommendations
#winningmobile at #learninbound by @aleyda from @orainti
Verify this for your top pages with the 

Chrome Lighthouse integration
#winningmobile at #learninbound by @aleyda from @orainti
Obtaining directly the resources 

that need to be optimised too
#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
#winningmobile at #learninbound by @aleyda from @orainti
But big sites have restrictive legacy systems 

& small ones little resources to improve it
#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
#winningmobile at #learninbound by @aleyda from @orainti
It uses a “simplified” HTML version with optimised
resources & cache to serve it faster
#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/
#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/
#winningmobile at #learninbound by @aleyda from @orainti
Although AMP usage is not 

a ranking factor (at least yet)
#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)
#winningmobile at #learninbound by @aleyda from @orainti
It has been made a requirement to 

be included in the News Carrousels
#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.
#winningmobile at #learninbound by @aleyda from @orainti
All this has skyrocketed its visibility
https://www.rankranger.com/amp-on-google-serp
#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
#winningmobile at #learninbound by @aleyda from @orainti
Which has incentivised its adoption, 

especially among big media oriented sites
Sistrix
#winningmobile at #learninbound by @aleyda from @orainti
However, AMP is not a 

replacement of your Mobile site
#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
#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
#winningmobile at #learninbound by @aleyda from @orainti
Avoid this type of experience
#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…
#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
#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/
#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
=
#winningmobile at #learninbound by @aleyda from @orainti
Avoiding this
<>
ORIGINAL MOBILE PAGE AMP URL VERSION
#winningmobile at #learninbound by @aleyda from @orainti
There are also free Wordpress plugins 

that highly facilitate the implementation
#winningmobile at #learninbound by @aleyda from @orainti
You can also use freemium and paid 

WP plugins like AMP for WP and weeblrAMP
#winningmobile at #learninbound by @aleyda from @orainti
They will allow you to personalise more, but 

you’ll likely need further development support
#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
#winningmobile at #learninbound by @aleyda from @orainti
There’s also an inconsistent mobile user experience 

when accessing to AMP pages from SERPs
#winningmobile at #learninbound by @aleyda from @orainti
Which ends-up causing users to link and share 

the non-canonical Google AMP Viewer URLs
#winningmobile at #learninbound by @aleyda from @orainti
Start avoiding these by making sure to only 

link internally to your canonical URLs from AMP
#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
#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/
#winningmobile at #learninbound by @aleyda from @orainti
Most common AMP mistakes are related to usage 

of disallowed and non-supported attributes & tags
#winningmobile at #learninbound by @aleyda from @oraintihttps://sitebulb.com/
Crawl all of your site pages to validate AMP
implementation issues before and after launching
#winningmobile at #learninbound by @aleyda from @oraintideepcrawl.com
SEO crawlers like Sitebulb, Deepcrawl & SEMrush

already include AMP configuration problems
#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
#winningmobile at #learninbound by @aleyda from @orainti
Once you launch though, monitor the 

potential still existing errors over time
SIGH
#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
#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
#winningmobile at #learninbound by @aleyda from @orainti
Follow-up also with your AMP Queries & pages
attracting visibility via the Google Search Console
#winningmobile at #learninbound by @aleyda from @orainti
Use SEOmonitor to track AMP for your targeted
(ranked or unranked) keywords
#winningmobile at #learninbound by @aleyda from @orainti
You can also spot AMP opportunities vs. your
competitors with SEMrush rank tracking
#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
#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
#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
#winningmobile at #learninbound by @aleyda from @orainti
But time is (sadly) almost up!
#winningmobile at #learninbound by @aleyda from @orainti
#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?
#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
#winningmobile at #learninbound by @aleyda from @orainti
To obtain this mobile 

search visibility increase
#winningmobile at #learninbound by @aleyda from @orainti
these mobile search conversions
#winningmobile at #learninbound by @aleyda from @orainti
And this growth trend
#winningmobile at #learninbound by @aleyda from @orainti
Now is your turn
#winningmobile at #learninbound by @aleyda from @orainti
#winningmobile at #learninbound by @aleyda from @orainti
Go raibh maith agat
#winningmobile at #learninbound by @aleyda from @orainti

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  • 1. #winningmobile at #learninbound by @aleyda from @orainti Winning in a 
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  • 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
  • 4. #winningmobile at #learninbound by @aleyda from @orainti We might be a bit addicted
  • 5. #winningmobile at #learninbound by @aleyda from @orainti With a few exceptions
  • 6. #winningmobile at #learninbound by @aleyda from @orainti Mobile phones are a primal need now
  • 7. #winningmobile at #learninbound by @aleyda from @orainti Like, very very primal Would you be willing to give up your Mobile phone?
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  • 9. #winningmobile at #learninbound by @aleyda from @orainti Since 2014 Smartphones have driven 
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  • 10. #winningmobile at #learninbound by @aleyda from @orainti 20% of ecommerce transactions 
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  • 11. #winningmobile at #learninbound by @aleyda from @orainti http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025 Search is also mostly 
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  • 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
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  • 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
  • 19. #winningmobile at #learninbound by @aleyda from @orainti Causing a non-trivial 
 mobile-desktop conversion gap
  • 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
  • 21. #winningmobile at #learninbound by @aleyda from @orainti I’m Aleyda Solis
  • 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
  • 45. #winningmobile at #learninbound by @aleyda from @orainti It’s ok to use expandable content by using CSS in this case
  • 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
  • 58. #winningmobile at #learninbound by @aleyda from @orainti As well as their well-being
  • 59. #winningmobile at #learninbound by @aleyda from @orainti Your users have a minimum expectation of 2 seconds
  • 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/
  • 61. #winningmobile at #learninbound by @aleyda from @orainti And consequences are devastating
  • 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
  • 64. #winningmobile at #learninbound by @aleyda from @orainti 7 Seconds https://testmysite.thinkwithgoogle.com/
  • 65. #winningmobile at #learninbound by @aleyda from @orainti … what about the Argos Ireland home page? #winningmobile at #learninbound by @aleyda from @orainti
  • 66. #winningmobile at #learninbound by @aleyda from @orainti 10 Seconds
  • 67. #winningmobile at #learninbound by @aleyda from @orainti … and the lottery.ie home page? #winningmobile at #learninbound by @aleyda from @orainti
  • 68. #winningmobile at #learninbound by @aleyda from @orainti 18 Seconds
  • 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
  • 71. #winningmobile at #learninbound by @aleyda from @orainti Complement this data with the 
 one of your own Mobile crawls
  • 72. #winningmobile at #learninbound by @aleyda from @orainti With Sitebulb you will get the pages and resources affected, along recommendations
  • 73. #winningmobile at #learninbound by @aleyda from @orainti Verify this for your top pages with the 
 Chrome Lighthouse integration
  • 74. #winningmobile at #learninbound by @aleyda from @orainti Obtaining directly the resources 
 that need to be optimised too
  • 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/
  • 81. #winningmobile at #learninbound by @aleyda from @orainti Although AMP usage is not 
 a ranking factor (at least yet)
  • 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
  • 88. #winningmobile at #learninbound by @aleyda from @orainti However, AMP is not a 
 replacement of your Mobile site
  • 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
  • 91. #winningmobile at #learninbound by @aleyda from @orainti Avoid this type of experience
  • 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 =
  • 96. #winningmobile at #learninbound by @aleyda from @orainti Avoiding this <> 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
  • 122. #winningmobile at #learninbound by @aleyda from @orainti To obtain this mobile 
 search visibility increase
  • 123. #winningmobile at #learninbound by @aleyda from @orainti these mobile search conversions
  • 124. #winningmobile at #learninbound by @aleyda from @orainti And this growth trend
  • 125. #winningmobile at #learninbound by @aleyda from @orainti Now is your turn #winningmobile at #learninbound by @aleyda from @orainti
  • 126. #winningmobile at #learninbound by @aleyda from @orainti Go raibh maith agat #winningmobile at #learninbound by @aleyda from @orainti