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Winning in a 
Mobile Search World #LearnInbound

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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. 1. #winningmobile at #learninbound by @aleyda from @orainti Winning in a 
 Mobile Search World #winningmobile at #learninbound by @aleyda from @orainti
  2. 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. 3. #winningmobile at #learninbound by @aleyda from @orainti Smartphones have become 
 our primary digital device #winningmobile at #learninbound by @aleyda from @orainti
  4. 4. #winningmobile at #learninbound by @aleyda from @orainti We might be a bit addicted
  5. 5. #winningmobile at #learninbound by @aleyda from @orainti With a few exceptions
  6. 6. #winningmobile at #learninbound by @aleyda from @orainti Mobile phones are a primal need now
  7. 7. #winningmobile at #learninbound by @aleyda from @orainti Like, very very primal Would you be willing to give up your Mobile phone?
  8. 8. #winningmobile at #learninbound by @aleyda from @orainti For good & bad, our behaviour
 has largely changed with them
  9. 9. #winningmobile at #learninbound by @aleyda from @orainti Since 2014 Smartphones have driven 
 the growth of digital time spent
  10. 10. #winningmobile at #learninbound by @aleyda from @orainti 20% of ecommerce transactions 
 are performed from Mobile devices
  11. 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. 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. 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. 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. 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. 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. 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. 18. #winningmobile at #learninbound by @aleyda from @orainti Negatively influencing mobile conversions http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
  19. 19. #winningmobile at #learninbound by @aleyda from @orainti Causing a non-trivial 
 mobile-desktop conversion gap
  20. 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. 21. #winningmobile at #learninbound by @aleyda from @orainti I’m Aleyda Solis
  22. 22. #winningmobile at #learninbound by @aleyda from @orainti I help companies to connect with them #winningmobile at #learninbound by @aleyda from @orainti
  23. 23. #winningmobile at #learninbound by @aleyda from @orainti Some of them brands you likely know #winningmobile at #learninbound by @aleyda from @orainti
  24. 24. #winningmobile at #learninbound by @aleyda from @orainti Today, I’ll help you too #winningmobile at #learninbound by @aleyda from @orainti
  25. 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. 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. 27. #winningmobile at #learninbound by @aleyda from @orainti Responsive Web Dynamic Serving Independent Mobile Web There are 3 main Mobile 
 Web Configurations
  28. 28. #winningmobile at #learninbound by @aleyda from @orainti Responsive Web Design, that uses CSS
 Media Queries to reformat the same HTML
  29. 29. #winningmobile at #learninbound by @aleyda from @orainti Dynamic Serving, showing different HTMLs through the same URL based on user-agent Desktop Mobile
  30. 30. #winningmobile at #learninbound by @aleyda from @orainti Independent Mobile Site, that serves 
 different HTMLs through different URLs Desktop Mobile
  31. 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. 32. #winningmobile at #learninbound by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-seo/ But they are all recognised by Google
  33. 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. 34. #winningmobile at #learninbound by @aleyda from @orainti Google’s requirements won’t likely 
 change with the Mobile First Index too
  35. 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. 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. 37. #winningmobile at #learninbound by @aleyda from @oraintiGoogle Analytics Use Analytics to identify the top mobile devices already being used by your visitors
  38. 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. 39. #winningmobile at #learninbound by @aleyda from @oraintiGoogle Search Console See if they trigger Mobile Usability 
 errors in the Search Console
  40. 40. #winningmobile at #learninbound by @aleyda from @oraintiSitebulb You can also use SEO crawlers to verify 
 all of your mobile Website URLs easily
  41. 41. #winningmobile at #learninbound by @aleyda from @oraintiDeepcrawl As well as checking the relevant mobile Web configuration for all your pages
  42. 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. 43. #winningmobile at #learninbound by @aleyda from @orainti > It’s usual to find Mobile sites showing less content than the desktop versions
  44. 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. 45. #winningmobile at #learninbound by @aleyda from @orainti It’s ok to use expandable content by using CSS in this case
  46. 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. 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. 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. 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. 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. 51. #winningmobile at #learninbound by @aleyda from @oraintiScreaming Frog Emulate the Googlebot for Smartphones
 and crawl your site w/ JS rendering
  52. 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. 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. 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. 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. 56. #winningmobile at #learninbound by @aleyda from @orainti Your Mobile Website faaaaaast should be #winningmobile at #learninbound by @aleyda from @orainti
  57. 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. 58. #winningmobile at #learninbound by @aleyda from @orainti As well as their well-being
  59. 59. #winningmobile at #learninbound by @aleyda from @orainti Your users have a minimum expectation of 2 seconds
  60. 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. 61. #winningmobile at #learninbound by @aleyda from @orainti And consequences are devastating
  62. 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. 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. 64. #winningmobile at #learninbound by @aleyda from @orainti 7 Seconds https://testmysite.thinkwithgoogle.com/
  65. 65. #winningmobile at #learninbound by @aleyda from @orainti … what about the Argos Ireland home page? #winningmobile at #learninbound by @aleyda from @orainti
  66. 66. #winningmobile at #learninbound by @aleyda from @orainti 10 Seconds
  67. 67. #winningmobile at #learninbound by @aleyda from @orainti … and the lottery.ie home page? #winningmobile at #learninbound by @aleyda from @orainti
  68. 68. #winningmobile at #learninbound by @aleyda from @orainti 18 Seconds
  69. 69. #winningmobile at #learninbound by @aleyda from @orainti Sigh. What about your own site? #winningmobile at #learninbound by @aleyda from @orainti
  70. 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. 71. #winningmobile at #learninbound by @aleyda from @orainti Complement this data with the 
 one of your own Mobile crawls
  72. 72. #winningmobile at #learninbound by @aleyda from @orainti With Sitebulb you will get the pages and resources affected, along recommendations
  73. 73. #winningmobile at #learninbound by @aleyda from @orainti Verify this for your top pages with the 
 Chrome Lighthouse integration
  74. 74. #winningmobile at #learninbound by @aleyda from @orainti Obtaining directly the resources 
 that need to be optimised too
  75. 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. 76. #winningmobile at #learninbound by @aleyda from @orainti But big sites have restrictive legacy systems 
 & small ones little resources to improve it
  77. 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. 78. #winningmobile at #learninbound by @aleyda from @orainti It uses a “simplified” HTML version with optimised resources & cache to serve it faster
  79. 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. 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. 81. #winningmobile at #learninbound by @aleyda from @orainti Although AMP usage is not 
 a ranking factor (at least yet)
  82. 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. 83. #winningmobile at #learninbound by @aleyda from @orainti It has been made a requirement to 
 be included in the News Carrousels
  84. 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. 85. #winningmobile at #learninbound by @aleyda from @orainti All this has skyrocketed its visibility https://www.rankranger.com/amp-on-google-serp
  86. 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. 87. #winningmobile at #learninbound by @aleyda from @orainti Which has incentivised its adoption, 
 especially among big media oriented sites Sistrix
  88. 88. #winningmobile at #learninbound by @aleyda from @orainti However, AMP is not a 
 replacement of your Mobile site
  89. 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. 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. 91. #winningmobile at #learninbound by @aleyda from @orainti Avoid this type of experience
  92. 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. 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. 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. 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. 96. #winningmobile at #learninbound by @aleyda from @orainti Avoiding this <> ORIGINAL MOBILE PAGE AMP URL VERSION
  97. 97. #winningmobile at #learninbound by @aleyda from @orainti There are also free Wordpress plugins 
 that highly facilitate the implementation
  98. 98. #winningmobile at #learninbound by @aleyda from @orainti You can also use freemium and paid 
 WP plugins like AMP for WP and weeblrAMP
  99. 99. #winningmobile at #learninbound by @aleyda from @orainti They will allow you to personalise more, but 
 you’ll likely need further development support
  100. 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. 101. #winningmobile at #learninbound by @aleyda from @orainti There’s also an inconsistent mobile user experience 
 when accessing to AMP pages from SERPs
  102. 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. 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. 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. 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. 106. #winningmobile at #learninbound by @aleyda from @orainti Most common AMP mistakes are related to usage 
 of disallowed and non-supported attributes & tags
  107. 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. 108. #winningmobile at #learninbound by @aleyda from @oraintideepcrawl.com SEO crawlers like Sitebulb, Deepcrawl & SEMrush
 already include AMP configuration problems
  109. 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. 110. #winningmobile at #learninbound by @aleyda from @orainti Once you launch though, monitor the 
 potential still existing errors over time SIGH
  111. 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. 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. 113. #winningmobile at #learninbound by @aleyda from @orainti Follow-up also with your AMP Queries & pages attracting visibility via the Google Search Console
  114. 114. #winningmobile at #learninbound by @aleyda from @orainti Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords
  115. 115. #winningmobile at #learninbound by @aleyda from @orainti You can also spot AMP opportunities vs. your competitors with SEMrush rank tracking
  116. 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. 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. 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. 119. #winningmobile at #learninbound by @aleyda from @orainti But time is (sadly) almost up! #winningmobile at #learninbound by @aleyda from @orainti
  120. 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. 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. 122. #winningmobile at #learninbound by @aleyda from @orainti To obtain this mobile 
 search visibility increase
  123. 123. #winningmobile at #learninbound by @aleyda from @orainti these mobile search conversions
  124. 124. #winningmobile at #learninbound by @aleyda from @orainti And this growth trend
  125. 125. #winningmobile at #learninbound by @aleyda from @orainti Now is your turn #winningmobile at #learninbound by @aleyda from @orainti
  126. 126. #winningmobile at #learninbound by @aleyda from @orainti Go raibh maith agat #winningmobile at #learninbound by @aleyda from @orainti

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