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Winning in a 
Mobile Search World #SearchStarsSE

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Learn how to win SEO in a mobile first search world: from technical validation, to content optimisation & AMP. Learn what you can do to maximize your results.

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Winning in a 
Mobile Search World #SearchStarsSE

  1. 1. #winningmobile at #searchstarsSE by @aleyda from @orainti Winning in a 
 Mobile Search World #winningmobile at #searchstarsSE by @aleyda from @orainti
  2. 2. #winningmobile at #searchstarsSE by @aleyda from @orainti Since a few years ago, in a galaxy not so far away….
  3. 3. #winningmobile at #searchstarsSE by @aleyda from @orainti Smartphones have become 
 the primary digital device #winningmobile at #searchstarsSE by @aleyda from @orainti
  4. 4. #winningmobile at #searchstarsSE by @aleyda from @orainti Which shouldn’t be a surprise right?
  5. 5. #winningmobile at #searchstarsSE by @aleyda from @orainti We might be a bit addicted
  6. 6. #winningmobile at #searchstarsSE by @aleyda from @orainti Mobile phones are a primal need now
  7. 7. #winningmobile at #searchstarsSE by @aleyda from @orainti Like, very very primal Would you be willing to give up your Mobile phone?
  8. 8. #winningmobile at #searchstarsSE by @aleyda from @orainti For good & bad, our behaviour
 has largely changed with them
  9. 9. #winningmobile at #searchstarsSE by @aleyda from @orainti Since 2014 Smartphones have driven 
 the growth of digital time spent
  10. 10. #winningmobile at #searchstarsSE by @aleyda from @orainti Worldwide
  11. 11. #winningmobile at #searchstarsSE by @aleyda from @orainti 20% of ecommerce transactions 
 are performed from Mobile devices
  12. 12. #winningmobile at #searchstarsSE by @aleyda from @orainti Search is also mostly 
 mobile driven now
  13. 13. #winningmobile at #searchstarsSE by @aleyda from @orainti As a consequence, Google is moving 
 towards a Mobile First Index
  14. 14. #winningmobile at #searchstarsSE by @aleyda from @orainti Ranking signals will come from your
 mobile Website, not Desktop one
  15. 15. #winningmobile at #searchstarsSE by @aleyda from @orainti It’s already being tested, and 
 likely to happen next year
  16. 16. #winningmobile at #searchstarsSE by @aleyda from @orainti At some point Google will 
 switch to a Mobile-Only Index
  17. 17. #winningmobile at #searchstarsSE by @aleyda from @orainti Sadly, many mobile sites are not ready… (because they’re not really optimised) ADSINTERSTITIALS
  18. 18. #winningmobile at #searchstarsSE by @aleyda from @orainti And they also hurt mobile user experience
  19. 19. #winningmobile at #searchstarsSE by @aleyda from @orainti Which also makes people to leave
  20. 20. #winningmobile at #searchstarsSE by @aleyda from @orainti Negatively influencing mobile conversions
  21. 21. #winningmobile at #searchstarsSE by @aleyda from @orainti Causing a non-trivial 
 mobile-desktop conversion gap
  22. 22. #winningmobile at #searchstarsSE by @aleyda from @orainti It’s time to learn some Jedi 
 Mobile SEO Skills #winningmobile at #searchstarsSE by @aleyda from @orainti
  23. 23. #winningmobile at #searchstarsSE by @aleyda from @orainti I’m Aleyda Solis
  24. 24. #winningmobile at #searchstarsSE by @aleyda from @orainti I help companies to connect with them #winningmobile at #searchstarsSE by @aleyda from @orainti
  25. 25. #winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti Some of them brands you likely know
  26. 26. #winningmobile at #searchstarsSE by @aleyda from @orainti Today, I’ll help you too #winningmobile at #searchstarsSE by @aleyda from @orainti
  27. 27. #winningmobile at #searchstarsSE by @aleyda from @orainti A correctly configured and accessible Mobile Website you must have #winningmobile at #searchstarsSE by @aleyda from @orainti
  28. 28. #winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti THAT WAS YODA ACCENT, DON’T BLAME ME #winningmobile at #searchstarsSE by @aleyda from @orainti
  29. 29. #winningmobile at #searchstarsSE by @aleyda from @orainti Responsive Web Dynamic Serving Independent Mobile Web There are 3 main Mobile 
 Web Configurations
  30. 30. #winningmobile at #searchstarsSE by @aleyda from @orainti Responsive Web Design, that uses CSS
 Media Queries to reformat the same HTML
  31. 31. #winningmobile at #searchstarsSE by @aleyda from @orainti Dynamic Serving, showing different HTMLs through the same URL based on user-agent Desktop Mobile
  32. 32. #winningmobile at #searchstarsSE by @aleyda from @orainti Independent Mobile Site, that serves 
 different HTMLs through different URLs Desktop Mobile
  33. 33. #winningmobile at #searchstarsSE by @aleyda from @orainti Each of them have Pros & Cons 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
  34. 34. #winningmobile at #searchstarsSE by @aleyda from @orainti But they are all recognised by Google
  35. 35. #winningmobile at #searchstarsSE by @aleyda from @orainti As long as they comply with 
 certain minimal configurations 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
  36. 36. #winningmobile at #searchstarsSE by @aleyda from @orainti Google’s requirements won’t likely 
 change with the Mobile First Index too
  37. 37. #winningmobile at #searchstarsSE by @aleyda from @orainti But if you’re looking to move from an independent to a responsive site, do it now
  38. 38. #winningmobile at #searchstarsSE by @aleyda from @orainti It’s then critical to verify if your site 
 pages pass the Google Mobile validation
  39. 39. #winningmobile at #searchstarsSE by @aleyda from @oraintiGoogle Search Console As well as if they trigger Mobile 
 Usability errors in the Search Console
  40. 40. #winningmobile at #searchstarsSE by @aleyda from @orainti Use the Google PageSpeed API with URL Profiler to validate all your pages easily
  41. 41. #winningmobile at #searchstarsSE by @aleyda from @oraintiSitebulb You can also use SEO crawlers to verify 
 all of your mobile Website URLs
  42. 42. #winningmobile at #searchstarsSE by @aleyda from @oraintiDeepcrawl As well as checking the relevant
 mobile Web configuration
  43. 43. #winningmobile at #searchstarsSE by @aleyda from @oraintiGoogle Analytics Use Analytics to identify the top mobile devices already being used by your visitors
  44. 44. #winningmobile at #searchstarsSE by @aleyda from Emulate them using Chrome to check how 
 your most important pages are shown RIGHT CLICK + INSPECT
  45. 45. #winningmobile at #searchstarsSE by @aleyda from @orainti “Is your Mobile Web effectively configured? I already start sensing the force….” #winningmobile at #searchstarsSE by @aleyda from @orainti
  46. 46. #winningmobile at #searchstarsSE by @aleyda from @orainti But also, all your content should be findable in your Mobile Web too #winningmobile at #searchstarsSE by @aleyda from @orainti
  47. 47. #winningmobile at #searchstarsSE by @aleyda from @orainti > It’s usual to find Mobile sites showing less content than the desktop versions
  48. 48. #winningmobile at #searchstarsSE by @aleyda from @orainti But with a Mobile First index you should bring all your content & structured data
  49. 49. #winningmobile at #searchstarsSE by @aleyda from @orainti It’s ok to use expandable content by using CSS in this case
  50. 50. #winningmobile at #searchstarsSE by @aleyda from @orainti But critical to make sure your mobile 
 Web content is accessible and indexable
  51. 51. #winningmobile at #searchstarsSE by @aleyda from @orainti This is why bigger intrusive Mobile app pop-ups & interstitials are penalised
  52. 52. #winningmobile at #searchstarsSE by @aleyda from @orainti To refer to apps, is better to use app banners instead
  53. 53. #winningmobile at #searchstarsSE by @aleyda from @orainti Don’t do this!
  54. 54. #winningmobile at #searchstarsSE by @aleyda from @orainti Or this might happen :( GOOGLE POP-UP UPDATE RELEASE BYE MOBILE
  55. 55. #winningmobile at #searchstarsSE by @aleyda from @oraintiScreaming Frog Emulate the Googlebot for Smartphones
 and crawl your site w/ JS rendering
  56. 56. #winningmobile at #searchstarsSE by @aleyda from @orainti Verify if the mobile crawler sees the same 
  57. 57. #winningmobile at #searchstarsSE by @aleyda from @orainti Are there errors, non-relevant redirects, blocked or no-indexed URLs WHY ARE THESE URLS RETURNING ERRORS? WHY ARE THESE URLS NOINDEXED? ARE THEY CORRECTLY CANONICALISED?
  58. 58. #winningmobile at #searchstarsSE by @aleyda from @orainti Do the same with every content element, from titles to main text ARE THESE TITLES RELEVANT? WHY THESE PAGES DON’T HAVE TITLES?
  59. 59. #winningmobile at #searchstarsSE by @aleyda from @orainti Do a parity mobile-desktop SEO audit to compare the crawler behaviour
  60. 60. #winningmobile at #searchstarsSE by @aleyda from @orainti “If all your relevant content is accessible & indexable on your mobile site, you are half-way there” #winningmobile at #searchstarsSE by @aleyda from @orainti
  61. 61. #winningmobile at #searchstarsSE by @aleyda from @orainti But your Mobile site content should also fulfil your mobile users search intent #winningmobile at #searchstarsSE by @aleyda from @orainti
  62. 62. #winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti Grrroaargghh? Including Chewbacca’s Mobile searches
  63. 63. #winningmobile at #searchstarsSE by @aleyda from @orainti How do you organise & prioritise 
 your Mobile Web Content?
  64. 64. #winningmobile at #searchstarsSE by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti Google Search Console Identify the queries already attracting 
 more visibility in Mobile search results
  65. 65. #winningmobile at #searchstarsSE by @aleyda from @orainti Which are those bringing the best rankings, visibility and features to your competitors Sistrix
  66. 66. #winningmobile at #searchstarsSE by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti Compare your mobile rankings vs. your competitors Semrush
  67. 67. #winningmobile at #searchstarsSE by @aleyda from @orainti Online Ideas & inspiration Opinions, reviews & advice Brand discovery Product, price & features comparisons Product availability Online offers, promos & coupons Take into consideration the queries made across the customer journey
  68. 68. #winningmobile at #searchstarsSE by @aleyda from @orainti Buy Backpacks NikeNew ACTION PRODUCT BRANDCHARACTERISTIC Sell Reserve Register Rucksacks Shoes Jackets Purses Pants Shirts Caps Adidas Guess Levis Cheap For Women TYPE School Subscribe Exclusive Travel BabiesRed For Yoga New York LOCATION Around me Nearby Online Used Establish the most popular terms patterns
  69. 69. #winningmobile at #searchstarsSE by @aleyda from @orainti More Generic More Volume Less Relevant Less Conversions More Specific Less Volume More Relevant More Conversions ACTION PRODUCT LOCATION BUY BACKPACK NEAR ME ACTION + PRODUCT PRODUCT + CHARACTERISTIC PRODUCT + BRAND BUY BACKPACKS NEW BACKPACKS NIKE BACKPACKS Action + Product + Characteristic BUY CHEAP BACKPACK Action + Product + Location BUY BACKPACK IN NYC Product + Type + Brand NIKE SCHOOL BACKPACK Action + Product + Characteristic + Location BUY NEW BACKPACK IN NYC Action + Product + Brand + Location BUY NIKE BACKPACK IN NYC Product + Brand + Location NIKE BACKPACK IN NYC Expand them to look for the most 
 relevant & popular queries
  70. 70. #winningmobile at #searchstarsSE by @aleyda from @orainti Travel backpacks Backpacks Sale Segment your queries based on their categories, characteristics, locations…
  71. 71. #winningmobile at #searchstarsSE by @aleyda from @oraintiGoogle Keyword Planner Lastly verifying which are 
 more popular from mobile devices Travel backpacks Backpacks Sale
  72. 72. #winningmobile at #searchstarsSE by @aleyda from @orainti To prioritise accordingly
  73. 73. #winningmobile at #searchstarsSE by @aleyda from @orainti “It’s about fulfilling your mobile audience search need with your content information, format & organisation” #winningmobile at #searchstarsSE by @aleyda from @orainti
  74. 74. #winningmobile at #searchstarsSE by @aleyda from @orainti Last but not least, Your Mobile Web faaaaaast should be #winningmobile at #searchstarsSE by @aleyda from @orainti
  75. 75. #winningmobile at #searchstarsSE by @aleyda from @orainti Your site speed is critical to your 
 Mobile users experience & conversions
  76. 76. #winningmobile at #searchstarsSE by @aleyda from @orainti As well as their well-being
  77. 77. #winningmobile at #searchstarsSE by @aleyda from @orainti Your users have a minimum expectation of 2 seconds
  78. 78. #winningmobile at #searchstarsSE by @aleyda from @orainti The average is shockingly higher though
  79. 79. #winningmobile at #searchstarsSE by @aleyda from @orainti And consequences are devastating
  80. 80. #winningmobile at #searchstarsSE by @aleyda from @orainti Mobile speed is only getting more important 
 with Google’s mobile first index too
  81. 81. #winningmobile at #searchstarsSE by @aleyda from @orainti How long does the H&M mobile 
 home page takes to load? #winningmobile at #searchstarsSE by @aleyda from @orainti
  82. 82. #winningmobile at #searchstarsSE by @aleyda from @orainti 5 Seconds
  83. 83. #winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti … What about Aftonbladet?
  84. 84. #winningmobile at #searchstarsSE by @aleyda from @orainti 6 Seconds
  85. 85. #winningmobile at #searchstarsSE by @aleyda from @orainti … and the Let’s Deal site? #winningmobile at #searchstarsSE by @aleyda from @orainti
  86. 86. #winningmobile at #searchstarsSE by @aleyda from @orainti 9 Seconds
  87. 87. #winningmobile at #searchstarsSE by @aleyda from @orainti Sigh. What about your own site? #winningmobile at #searchstarsSE by @aleyda from @orainti
  88. 88. #winningmobile at #searchstarsSE 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
  89. 89. #winningmobile at #searchstarsSE by @aleyda from @orainti Complement this data with the 
 one of your own Mobile crawls
  90. 90. #winningmobile at #searchstarsSE by @aleyda from @orainti With Sitebulb you will get the pages and resources affected, along recommendations
  91. 91. #winningmobile at #searchstarsSE by @aleyda from @orainti Verify this for your top pages with the 
 Chrome Lighthouse integration
  92. 92. #winningmobile at #searchstarsSE by @aleyda from @orainti Obtaining directly the resources 
 that need to be optimised too
  93. 93. #winningmobile at #searchstarsSE by @aleyda from @orainti Check out also these actionable resources 
 to optimise your site page speed & 
  94. 94. #winningmobile at #searchstarsSE by @aleyda from @orainti The solution is to implement WPO principles 
 to make your Mobile site to load fast
  95. 95. #winningmobile at #searchstarsSE by @aleyda from @orainti But big sites have restrictive legacy systems 
 & small ones little resources to improve it
  96. 96. #winningmobile at #searchstarsSE by @aleyda from @orainti That’s why Google launched AMP 
 almost two years ago
  97. 97. #winningmobile at #searchstarsSE by @aleyda from @orainti It uses a “simplified” HTML version with optimised resources & cache to serve it faster
  98. 98. #winningmobile at #searchstarsSE by @aleyda from @orainti AMP should be published “parallely” 
 to your current (slower) Web pages
  99. 99. #winningmobile at #searchstarsSE by @aleyda from @orainti AMP is certainly much faster!
  100. 100. #winningmobile at #searchstarsSE by @aleyda from @orainti Again Original Mobile Page AMP URL Version
  101. 101. #winningmobile at #searchstarsSE by @aleyda from @orainti and again Original Mobile Page AMP URL Version
  102. 102. #winningmobile at #searchstarsSE by @aleyda from @orainti AMP is also cached and pre-rendered 
 by Google when shown in Mobile SERPs Google AMP Viewer URL
 that is pre-rendered Canonical URL of the Page Content served from AMP Cache URL
  103. 103. #winningmobile at #searchstarsSE by @aleyda from @orainti It’s faster than the Millenium Falcon #winningmobile at #searchstarsSE by @aleyda from @orainti
  104. 104. #winningmobile at #searchstarsSE by @aleyda from @orainti Although AMP usage is not 
 a ranking factor (at least yet)
  105. 105. #winningmobile at #searchstarsSE by @aleyda from @orainti And Google won’t index AMP 
 in a Mobile First Index
  106. 106. #winningmobile at #searchstarsSE by @aleyda from @orainti It has been made a requirement to 
 be included in the News Carrousels
  107. 107. #winningmobile at #searchstarsSE 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.
  108. 108. #winningmobile at #searchstarsSE by @aleyda from @orainti All this has skyrocketed its visibility …
  109. 109. #winningmobile at #searchstarsSE 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
  110. 110. #winningmobile at #searchstarsSE by @aleyda from @orainti Incentivising its adoption, especially 
 among big media oriented sites Sistrix
  111. 111. #winningmobile at #searchstarsSE by @aleyda from @orainti Boom
  112. 112. #winningmobile at #searchstarsSE by @aleyda from @orainti However, I checked if Swedish news sites 
 had implemented it, but I had no luck
  113. 113. #winningmobile at #searchstarsSE by @aleyda from @orainti So AMP is not a solution for your original site pages speed, but a “mobile Web speed add-on” #winningmobile at #searchstarsSE by @aleyda from @orainti
  114. 114. #winningmobile at #searchstarsSE by @aleyda from @orainti That’s why there are reservations: “AMP has a good intentions… but sacrifice the open Web”
  115. 115. #winningmobile at #searchstarsSE by @aleyda from @orainti It also provides an inconsistent mobile user experience when accessing from SERPs #ampsuccess at #brightonseo by @aleyda from @orainti
  116. 116. #winningmobile at #searchstarsSE by @aleyda from @orainti You shouldn’t then use AMP as a silver bullet Mobile speed solution but an alternative in case you can profit from it
  117. 117. #winningmobile at #searchstarsSE by @aleyda from @orainti Avoiding this type of experience
  118. 118. #winningmobile at #searchstarsSE by @aleyda from @orainti Use AMP when your own Mobile speed sucks and you can’t improve it and/or want to be included in the news carrousel, doing the following…
  119. 119. #winningmobile at #searchstarsSE by @aleyda from @orainti Verify that your mobile Web functionality 
 can be replicated by using AMP Components
  120. 120. #winningmobile at #searchstarsSE by @aleyda from @orainti The goal is to keep the UI and functionality consistent with your AMP version Original Mobile Page AMP URL Version =
  121. 121. #winningmobile at #searchstarsSE by @aleyda from @orainti Avoiding this <> Original Mobile Page AMP URL Version
  122. 122. #winningmobile at #searchstarsSE by @aleyda from @orainti Don’t use AMP when you have an independent mobile Web… otherwise you’ll have this Desktop Web Parallel Mobile Web Version with M subdomain AMP version under the M subdomain Google AMP Viewer URL Canonicalize to Generates
  123. 123. #winningmobile at #searchstarsSE by @aleyda from @orainti If you don’t want to keep your users in AMP you can refer your mobile Web version too
  124. 124. #winningmobile at #searchstarsSE by @aleyda from @orainti Verify the share and type of queries for which AMP results are shown in your industry
  125. 125. #winningmobile at #searchstarsSE by @aleyda from @orainti Identify which of them are shown along SERP features to prioritise and format your content
  126. 126. #winningmobile at #searchstarsSE by @aleyda from @orainti Validate your AMP implementation before & after launch with SEO crawlers to avoid issues
  127. 127. #winningmobile at #searchstarsSE by @aleyda from @orainti It’s usual to be overwhelmed by the 
 increase of AMP issues when launching SIGH
  128. 128. #winningmobile at #searchstarsSE by @aleyda from @orainti Prioritise to fix critical issues first, which will be the ones preventing to be shown in SERPs THIS
  129. 129. #winningmobile at #searchstarsSE by @aleyda from @orainti Track your AMP using AMP-Analytics and 
 opt-in to measure your activity on AMP cache
  130. 130. #winningmobile at #searchstarsSE by @aleyda from @orainti These are just the highlights to maximise your results when implementing AMP
  131. 131. #winningmobile at #searchstarsSE by @aleyda from @orainti There’s more though: Here’s a complete presentation about it
  132. 132. #winningmobile at #searchstarsSE by @aleyda from @orainti But time is (sadly) almost up!
  133. 133. #winningmobile at #searchstarsSE by @aleyda from @orainti There are more Mobile First questions to address to maximise your visibility 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?
  134. 134. #winningmobile at #searchstarsSE by @aleyda from @orainti Here’s how to answer them #mobilefirstseo at #TuringFest by @aleyda from @orainti
  135. 135. #winningmobile at #searchstarsSE by @aleyda from @orainti To obtain this mobile 
 search visibility increase
  136. 136. #winningmobile at #searchstarsSE by @aleyda from @orainti these mobile search conversions
  137. 137. #winningmobile at #searchstarsSE by @aleyda from @orainti And this growth trend
  138. 138. #winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti Now is your turn
  139. 139. #winningmobile at #searchstarsSE by @aleyda from @orainti Tack #winningmobile at #searchstarsSE by @aleyda from @orainti
  • AlyssaOrdu

    Jan. 9, 2018
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    Oct. 29, 2017
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    Oct. 19, 2017
  • AndySimpson4

    Oct. 11, 2017
  • agtunn

    Oct. 11, 2017
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    Oct. 10, 2017
  • sbepstein

    Oct. 10, 2017

Learn how to win SEO in a mobile first search world: from technical validation, to content optimisation & AMP. Learn what you can do to maximize your results.


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