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#winningmobilefirst at @ungaggeduk @aleyda from @orainti
WINNING SEO IN A 

MOBILE FIRST WORLDFROM THE MOBILE FIRST INDEX TO AMP, VOICE SEARCH & PWA
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Welcome to a mobile first world
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/search/#?platforms=Mobile
The primary usage of mobile devices brings 

a new world of search opportunities
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as some ridiculous issues 

Would you be willing to give up your Mobile phone?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Let’s avoid focusing on those for our own good though

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/
Mobile search has had a steady growth 

across most industries in the last years
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.sistrix.com/mobile-seo/
As well as in most countries, including the UK 

#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s time to make sure you own it
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Let’s start by
understanding
mobile
audience
behaviour to
better connect
with them
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf
Mobile has changed user search behaviour, as we expect
immediate answers to assist us wherever we go
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf
This search behaviour driven by intent, context & immediacy
has been summarised in the now called “micro-moments”
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/
They are known to be highly localised..

#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/
..as well as conversational

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Welcome to the voice search era

https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Never mind if you can’t specify the actual share of queries

https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
These are not coming largely from smart/voice 

assistants though, at least yet
https://www.sistrix.com/blog/stepping-out-of-the-seo-bubble/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
But mobile devices with voice search integration

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
This doesn’t mean voice assistants won’t play a significant 

role but their adoption is just not there yet…
https://www.sistrix.com/blog/stepping-out-of-the-seo-bubble/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
People are still just learning about them 

https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Sort of

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Let’s keep our eyes open though following-up 

with its evolution
https://voicesearch.com/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
How are voice queries different? How can we target them
independently from where they are coming from?
https://go.seoclarity.net/hubfs/docs/research/seoclarity_whitepaper_next-generation-search-voice.pdf
CONVERSATIONAL
LONG-TAIL
QUERIES
PERSONAL, FIRST
PERSON
QUESTIONS
CLEAR INTENT
THAT IS HIGHLY
LOCALISED AND
IMMEDIATE
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
They are full questions, in natural language

https://moz.com/blog/the-step-by-step-guide-to-testing-voice-search
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
They are also used through the different phases of the
customer journey, to research, buy and look for support
https://www.consumerbarometer.com/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Think that “the sort of advice people once sought 

from friends, they now expect to get from their phones”
https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
People are now using search as a personal advisor

https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Ok! So how can you leverage this in your existing 

keyword research process?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Identify mobile queries already bringing more visibility 

to your site and compare them vs. your desktop ones
Google Search Console
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Which are those that have a higher number of impressions 

on mobile, w/ more clicks and best rankings already?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Look at assistants’ voice commands to identify queries
patterns that you can use as an input for your own research
https://www.cnet.com/how-to/google-home-complete-list-of-commands/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Use them to identify conversational queries with high mobile
popularity that you can target directly to give an answer to
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Expand this list by doing the same with additionally ranked
mobile queries found in third party keywords indexes
Sistrix
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Identify those that are also triggering featured snippets, 

rich, multimedia and AMP results
Sistrix
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Check those queries that you’re not yet ranking for 

in the top positions but that are highly relevant for you
Sistrix
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Verify which mobile queries are bringing more visibility 

to your competitors that you’re still not targeting
semrush
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Like this

semrush
#winningmobilefirst at @ungaggeduk @aleyda from @oraintisemrush
Based on the terms w/ highest relevance generate queries
ideas by using keyword research tools w/ questions support
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or use tools that completely focus on generating
conversational queries ideas like Answer The Public
https://answerthepublic.com/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Validate the mobile popularity for your selected queries 

by using Google’s keyword planner “device” filter
https://adwords.google.com/ko/KeywordPlanner/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Once you select the relevant queries to target and prioritise
from a mobile perspective, track and validate the numbers
seomonitor
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Now you know where you stand and which should be the top
mobile queries to target to connect with your audience
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Next, you need
to maximise
your Mobile
SERP visibility
for your
targeted
queries
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
How different are Mobile search results CTR?

https://www.sistrix.com/downloads/study/sistrix_mobile_seo_study_en.pdf
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
The real difference is that there are many more 

“no clicks” searches than in desktop
https://sparktoro.com/blog/new-data-how-googles-organic-paid-ctrs-have-changed-2015-2018/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can “blame” SERP features in mobile results looking to
give final answers, especially local packs and instant answers
https://www.rankranger.com/mobile-serp-features
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Since we have time constrains, let’s focus on improving 

your mobile SERP visibility through Featured Snippets
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Although there are “answer boxes” (knowledge graph
powered) targeting simple queries easily to be satisfied
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
There are more complex queries showing featured snippets
that will give more visibility while incentivising users to click
Text List Video
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
They’re shown at the top of mobile SERPs, with a higher
visibility than other features…
Featured Snippet
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Appearing in a Featured Snippet may also help 

you rank in Google Home’s voice search results
https://backlinko.com/voice-search-seo-study
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
The best is that you can actually optimise for them too

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s important to understand that mobile featured snippets 

are mainly shown from the top 5 ranked positions
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Questions, prepositions, and comparisons 

dominate featured snippet results…
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Look for those queries already triggering featured snippets 

for your site and segment them based on the question type
sistrix
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can also check which result is the “next in line” to be 

included as an answer by looking yourself in Google
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Do the same w/ competitors as well as identifying additional
snippets shown that will help you format your content
sistrix
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Use the identified queries as an input to look for more to
trigger featured snippets that you can also target
semrush
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Refine your already selected queries based on this and
monitor their SERP features and see when you’re included
seomonitor
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Do the same with your competitors to identify opportunities 

in featured snippets results they might attract over time
seomonitor
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
When optimising for them take into consideration that 89% 

of questions are shown as paragraph featured snippets
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
But price related comparisons perform betters in tables

https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Format your content following the characteristics in 

length and organisation of currently ranked pages
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as those identified in the content ranking for 

Google Home answer results, which are highly similar
https://backlinko.com/voice-search-seo-study
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Most of the analysis show a high correlation with well
structured informational targeted content
https://go.seoclarity.net/hubfs/docs/research/seoclarity_whitepaper_next-generation-search-voice.pdf
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Take also into consideration the criteria used by the 

Google Assistant to evaluate speech results quality
https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Besides the information satisfaction they use length,
formulation and potential elocution of your content
https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
If you follow all this into consideration I expect to 

see your top ranked results as a featured snippet
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
But of course,
you need to
rank well first …
here’s how to
do it in Google’s
Mobile First
Index
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Google’s Mobile First Index is now here

https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Meaning that Google will now primarily crawl and index 

our Mobile Websites versions to rank them
https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
How can you know if your site has been already 

migrated to the Mobile First Index?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You’ll receive a notification like this one 

through the Google Search Console
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You’ll see a significant increase of your 

crawl rate from the Smartphone Googlebot
Screaming Frog Log Analyser & SEOlyzer.io
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Google should show the mobile version of pages in Search
results and the cache but at the moment a 404 is shown there
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Whether your site has been already moved or not, 

here’s what you need to make it Mobile First ready
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
This goes beyond than passing Google’s Mobile Friendly
Validation … which can show false positives, like this one
https://search.google.com/test/mobile-friendly
This is just a
landing page
referring to the
app as they don’t
have a full mobile
site
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Mobile pop-ups update
As well as avoiding mobile accessibility, indexability and
“all screen” mobile pop-ups issues that are penalized
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
For which we can easily use mobile app banners or 

pop-ups that don’t cover the whole screen instead
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/consumer-insights/consumer-mobile-brand-content-interaction/
Remember that people don’t like to be interrupted 

with an intrusive experience
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
There’s also no change needed for responsive Websites 

since the content is the same for mobile and desktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
This also happens with canonical AMP, since the 

content is the same again for both mobile and desktop

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
If you use non-canonical AMP, then this is not indexed and 

is your original Web mobile version that will be assessed
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
However, change is needed w/ dynamic Websites, since
although the URLs are the same, the HTMLs are different

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
The same happens w/ independent mobile sites, since their
HTMLs are also different and shown through separate URLs
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
So if you have whether an independent or dynamic serving 

site you will need to do the following validations & changes
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Your mobile site should include the same content as your
desktop one, as this will be the content to be ranked now
> MobileDesktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Don’t do this anymore

> MobileDesktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Hiding the content of your mobile site pages 

won’t be an issue as long as it is in the HTML
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Titles and meta descriptions should be equivalent 

across both versions of your site too
Mobile
Desktop
=
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Structured data should also be present on both 

desktop as well as Mobile HTMLs as well
Mobile
Desktop
=
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Additionally, independent mobile sites will 

require the following changes too
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Btw, if you think they are already a thing of the past… 

I got a surprise for you
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Make sure to not block your m-dot subdomain and 

that your robots.txt is consistent with the desktop one
VS
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
International sites should add hreflang annotations in the
Mobile pages too, many sites only do it in the desktop ones
Mobile
Desktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You also need to update hreflang annotations in the Mobile
pages, to refer to the Mobile URLs as alternates in this case

Mobile
Desktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
However, you don’t need to change the independent 

mobile rel alternate and canonical tags configuration
Mobile
Desktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Like this, but without changing the canonical tags, 

that should keep pointing to the desktop URLs
Correct
Incorrect
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can easily generate the hreflang tags for your 

mobile URLs by using the hreflang generator tool
https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You should then revise all this by doing a

Mobile vs. Desktop parity audit
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Crawl your site with the desktop and mobile Googlebots
by using SEO crawlers and compare their results
Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
VS
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can easily compare the crawls with many 

of the best known SEO crawlers directly
Mobile Desktop
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can also use Deepcrawl’s new functionality to check
independent mobile vs. desktop pages in the same crawl

Deepcrawl
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You will be able to validate the mobile site configuration,
crawlability, indexability and compare its content

Deepcrawl
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Do also JS crawls for both mobile and desktop to identify
potential gaps and verify the site content rendering
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Verify differences between the js vs. html crawls as well as
differences between the rendered and response HTML
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Check the smartphone googlebot is correctly rendering
your mobile content w/ the Search Console Fetch & Render
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
If you don’t have access to the Search Console 

you can use the Google Mobile Validator
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://technicalseo.com/seo-tools/fetch-render/
As well as the Fetch & Render as any bot tool 

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or Fetch & Render any site with the iframe hack

#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.screamingfrog.co.uk/how-to-fetch-render-any-site/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
VS
https://www.domain.com/fetch-and-render/?url=https://www.asos.com/women/&type=desktop
https://www.domain.com/fetch-and-render/?url=https://www.asos.com/women/&type=mobile
Like this

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can download the page code from github

#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://github.com/screamingfrog/fetch-and-render
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Remember to register the independent mobile site profile 

in the Google Search Console to monitor its activity
Google Search Console
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Use the new Search Console Index coverage to identify 

any remaining crawling and indexing issue to fix
Google Search Console
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as the performance to follow-up w/ the mobile vs.
desktop queries and pages to identify opportunities
Google Search Console
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Easy peasy! You should be able to keep your mobile rankings
in a mobile first index. Let’s see the next opportunity…
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Fulfilling your
need for
speed… with
AMP?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
The goal of your AMP optimisation process should be

then to maximise your AMP results…
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.semrush.com/blog/amp-mistakes-semrush-study/
Avoiding common implementation errors that won’t allow 

you to serve your AMP pages in Mobile SERPs
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://kinsta.com/blog/disable-google-amp/
While implementing it in relevant scenarios where it is 

feasible to achieve results aligned with the Website goals

#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.seroundtable.com/google-amp-canonical-ranking-23308.html
Don’t use AMP expecting it 

to be an organic search ranking factor
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or to become a replacement of your own 

mobile site in case you don’t have one
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
AMP will be usually relevant in these 3 scenarios

You’re building a new
site and AMP offers the
best way to implement
your desired
functionality so you will
use it as a canonical
version for it
Your own mobile site
speed issues can’t and
won’t be fixed in the
mid-long term
You need to be
included in Google’s
Top Stories Carousel
ASAP and can’t wait
any longer*
You can replicate your
original mobile Website
look and feel,
functionality and
content with AMP
Ok, use AMP
* https://amphtml.wordpress.com/2018/01/09/improving-urls-for-amp-pages/amp/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Is this your case? If so, then here’s 

how to maximise your AMP results…
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Verify if your required Web functionalities can be
developed w/ AMP by revising its specification
https://www.ampproject.org/docs/reference/components
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
There might be components that is better to pass or use only
for non-sensible content until there’s a clear search support
https://amphtml.wordpress.com/2018/05/03/dynamic-geo-personalization/
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.sistrix.com/
See what your competitors and industry leaders are ranking
for with AMP already, to prioritise those content areas
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Desktop Web
Independent Mobile Web Version
AMP version
Canonicalize to
Independent Mobile Web in AMP
Canonicalizes to
Desktop Web
vs
Identify the best way to include AMP in your site, 

especially if you have an independent Mobile one already
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Reusing your independent mobile site structure as your
AMP version might be a good way to simplify it
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s fundamental to redirect desktop visitors to the relevant
version too, as it is done with independent mobile URLs
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Ideally your AMP pages should use a responsive Web
design so they also look good on desktop too
Better than this
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
If you’re using hreflang annotations for international sites
they should be also included in your AMP versions
https://ampbyexample.com/introduction/internationalization/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Google also requires AMP URLs to include the same 

content than canonical ones to be shown in SERPs
https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html
To avoid this
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
But you should also avoid an inconsistent UI between the
two that will have a negative impact on user engagement
<>ORIGINAL MOBILE PAGE AMP VERSION
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s fundamental but most AMP versions have this issue

<>ORIGINAL MOBILE PAGE AMP VERSION
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
For real. How the user behaviour can be the same in both?

<>ORIGINAL MOBILE PAGE AMP VERSION
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
If you do this it’s then reasonable to end-up 

having this engagement gap
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
The goal is to keep the UI, content and functionality
consistent when using non-canonical AMP
=ORIGINAL MOBILE PAGE AMP VERSION
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Which can be made easier if your independent mobile site 

is used directly as an AMP version too
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Most of AMP errors are caused by using tags, 

attributes and values that are not allowed in it
Name of Mistake % of Affected Sites
Disallowed attribute 45 %
Disallowed tag 44 %
Invalid attribute value 38 %
Invalid URL protocol 36 %
Invalid URL 34 %
Mandatory tag ancestor with hint 26 %
Disallowed style attribute 20 %
Mandatory attribute missing 13 %
Wrong parent tag 12 %
Missing URL 10 %
https://www.semrush.com/blog/amp-mistakes-semrush-study/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Like this

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or this too

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Avoid them by sharing not only the required AMP markup
but also the validation errors when starting the development
+
https://www.ampproject.org/docs/reference/validation_errors
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
And don’t forget to opt-in for Google Analytics AMP 

Client ID API to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Actively check your top AMP pages templates compliance as
soon as they are released for testing with the AMP validator
https://validator.ampproject.org/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Crawl the whole site before launching it, simulating the
mobile googlebot to look for remaining issues
https://www.deepcrawl.com/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Prioritise to fix the critical issues before launch, 

to be able to show AMP in Mobile SERPs
https://sitebulb.com/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
After releasing AMP look for the remaining errors 

in the new Google Search Console AMP report
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Select the errors in the report and start 

checking those affecting more pages
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
This is now made easier by the new search console, that
allows to revise the code, linking to the live validation
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
If the errors still exist you can share directly the report 

with the development team so they can revise them
#ampoptimization by @aleyda from @orainti at #ampconf
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Once errors are fixed you can verify again and if valid, you
can inform about the change w/ the “validate fix” option
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
This new Google Search Console option will submit the fixes
to be updated, which will be usually done in 2 or 3 days
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You’ll be able to see the validation progress 

in the overall view from the AMP report
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as the AMP impressions increase 

while the errors decrease…
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Rinse and repeat with critical errors until there is none
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Monitor your top AMP pages and the queries giving visibility
to each to optimise further or expand your content
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Who said AMP was hard? Let’s go to the next one!

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Evolve your
Mobile
Website
functionality
& reach by
making it an
App with…
PWA
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
What are PWAs? The best of Apps in the Mobile Web

https://developers.google.com/web/progressive-web-apps/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
What are the advantages of PWAs 

vs. mobile Websites & native Apps?
https://www.smashingmagazine.com/2016/08/a-beginners-guide-to-progressive-web-apps/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
How PWAs work?

http://boxesandarrows.com/designing-progressive-web-applications-for-the-future/
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
What criteria should be validated to make sure 

your PWA has been effectively implemented?
https://developers.google.com/web/progressive-web-apps/checklist
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s critical to keep SEO best practices in them too

https://developers.google.com/web/progressive-web-apps/checklist
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can use the lighthouse tool integration within Chrome
DevTools and as an extension to validate any site
https://developers.google.com/web/ilt/pwa/lighthouse-pwa-analysis-tool
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Like this 

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
or this 

#winningmobilefirst at @ungaggeduk @aleyda from @orainti
How to convert your Mobile Website into a PWA?

https://codelabs.developers.google.com/codelabs/migrate-to-progressive-web-apps/index.html?index=..%2F..%2Findex#0
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
PWAs are supported already by the main browsers

https://vaadin.com/pwa/learn/browser-support
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
and will be also supported now in Desktop too

(Chrome OS 67)
https://twitter.com/Pechnet/status/997271934185492480
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
PWA can also be combined with AMP

in different ways
https://www.ampproject.org/docs/integration/pwa-amp
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.howpwampworks.com/
I created this AMP page with PWA features

#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.howpwampworks.com/
You can actually check there much more resources 

and guides to create your own PWA & PWAMPs
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
This is how you will be able to stay ahead providing the best
possible mobile user experience, functionality and reach
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
I hate to break it to you but time is up. 

But you’re likely already prepared now!
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s time to conquer 

this Mobile Rickst World
#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Thanks

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Winning SEO in a Mobile First World #Ungagged

  • 1. #winningmobilefirst at @ungaggeduk @aleyda from @orainti WINNING SEO IN A 
 MOBILE FIRST WORLDFROM THE MOBILE FIRST INDEX TO AMP, VOICE SEARCH & PWA #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 2. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Welcome to a mobile first world
  • 3. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/search/#?platforms=Mobile The primary usage of mobile devices brings 
 a new world of search opportunities
  • 4. #winningmobilefirst at @ungaggeduk @aleyda from @orainti As well as some ridiculous issues 
 Would you be willing to give up your Mobile phone?
  • 5. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Let’s avoid focusing on those for our own good though
 #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 6. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/ Mobile search has had a steady growth 
 across most industries in the last years
  • 7. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.sistrix.com/mobile-seo/ As well as in most countries, including the UK 

  • 8. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s time to make sure you own it
  • 9. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Let’s start by understanding mobile audience behaviour to better connect with them #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 10. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf Mobile has changed user search behaviour, as we expect immediate answers to assist us wherever we go
  • 11. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf This search behaviour driven by intent, context & immediacy has been summarised in the now called “micro-moments”
  • 12. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/ They are known to be highly localised..

  • 13. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/ ..as well as conversational

  • 14. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Welcome to the voice search era
 https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
  • 15. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Never mind if you can’t specify the actual share of queries
 https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
  • 16. #winningmobilefirst at @ungaggeduk @aleyda from @orainti These are not coming largely from smart/voice 
 assistants though, at least yet https://www.sistrix.com/blog/stepping-out-of-the-seo-bubble/
  • 17. #winningmobilefirst at @ungaggeduk @aleyda from @orainti But mobile devices with voice search integration

  • 18. #winningmobilefirst at @ungaggeduk @aleyda from @orainti This doesn’t mean voice assistants won’t play a significant 
 role but their adoption is just not there yet… https://www.sistrix.com/blog/stepping-out-of-the-seo-bubble/
  • 19. #winningmobilefirst at @ungaggeduk @aleyda from @orainti People are still just learning about them 
 https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
  • 20. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Sort of

  • 21. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Let’s keep our eyes open though following-up 
 with its evolution https://voicesearch.com/
  • 22. #winningmobilefirst at @ungaggeduk @aleyda from @orainti How are voice queries different? How can we target them independently from where they are coming from? https://go.seoclarity.net/hubfs/docs/research/seoclarity_whitepaper_next-generation-search-voice.pdf CONVERSATIONAL LONG-TAIL QUERIES PERSONAL, FIRST PERSON QUESTIONS CLEAR INTENT THAT IS HIGHLY LOCALISED AND IMMEDIATE
  • 23. #winningmobilefirst at @ungaggeduk @aleyda from @orainti They are full questions, in natural language
 https://moz.com/blog/the-step-by-step-guide-to-testing-voice-search
  • 24. #winningmobilefirst at @ungaggeduk @aleyda from @orainti They are also used through the different phases of the customer journey, to research, buy and look for support https://www.consumerbarometer.com/
  • 25. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Think that “the sort of advice people once sought 
 from friends, they now expect to get from their phones” https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
  • 26. #winningmobilefirst at @ungaggeduk @aleyda from @orainti People are now using search as a personal advisor
 https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
  • 27. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Ok! So how can you leverage this in your existing 
 keyword research process? #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 28. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Identify mobile queries already bringing more visibility 
 to your site and compare them vs. your desktop ones Google Search Console
  • 29. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Which are those that have a higher number of impressions 
 on mobile, w/ more clicks and best rankings already?
  • 30. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Look at assistants’ voice commands to identify queries patterns that you can use as an input for your own research https://www.cnet.com/how-to/google-home-complete-list-of-commands/
  • 31. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Use them to identify conversational queries with high mobile popularity that you can target directly to give an answer to
  • 32. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Expand this list by doing the same with additionally ranked mobile queries found in third party keywords indexes Sistrix
  • 33. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Identify those that are also triggering featured snippets, 
 rich, multimedia and AMP results Sistrix
  • 34. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Check those queries that you’re not yet ranking for 
 in the top positions but that are highly relevant for you Sistrix
  • 35. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Verify which mobile queries are bringing more visibility 
 to your competitors that you’re still not targeting semrush
  • 36. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this
 semrush
  • 37. #winningmobilefirst at @ungaggeduk @aleyda from @oraintisemrush Based on the terms w/ highest relevance generate queries ideas by using keyword research tools w/ questions support
  • 38. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Or use tools that completely focus on generating conversational queries ideas like Answer The Public https://answerthepublic.com/
  • 39. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Validate the mobile popularity for your selected queries 
 by using Google’s keyword planner “device” filter https://adwords.google.com/ko/KeywordPlanner/
  • 40. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Once you select the relevant queries to target and prioritise from a mobile perspective, track and validate the numbers seomonitor
  • 41. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Now you know where you stand and which should be the top mobile queries to target to connect with your audience
  • 42. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Next, you need to maximise your Mobile SERP visibility for your targeted queries #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 43. #winningmobilefirst at @ungaggeduk @aleyda from @orainti How different are Mobile search results CTR?
 https://www.sistrix.com/downloads/study/sistrix_mobile_seo_study_en.pdf
  • 44. #winningmobilefirst at @ungaggeduk @aleyda from @orainti The real difference is that there are many more 
 “no clicks” searches than in desktop https://sparktoro.com/blog/new-data-how-googles-organic-paid-ctrs-have-changed-2015-2018/
  • 45. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can “blame” SERP features in mobile results looking to give final answers, especially local packs and instant answers https://www.rankranger.com/mobile-serp-features
  • 46. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Since we have time constrains, let’s focus on improving 
 your mobile SERP visibility through Featured Snippets #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 47. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Although there are “answer boxes” (knowledge graph powered) targeting simple queries easily to be satisfied
  • 48. #winningmobilefirst at @ungaggeduk @aleyda from @orainti There are more complex queries showing featured snippets that will give more visibility while incentivising users to click Text List Video
  • 49. #winningmobilefirst at @ungaggeduk @aleyda from @orainti They’re shown at the top of mobile SERPs, with a higher visibility than other features… Featured Snippet
  • 50. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Appearing in a Featured Snippet may also help 
 you rank in Google Home’s voice search results https://backlinko.com/voice-search-seo-study
  • 51. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti The best is that you can actually optimise for them too

  • 52. #winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s important to understand that mobile featured snippets 
 are mainly shown from the top 5 ranked positions https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
  • 53. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Questions, prepositions, and comparisons 
 dominate featured snippet results… https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
  • 54. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Look for those queries already triggering featured snippets 
 for your site and segment them based on the question type sistrix
  • 55. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can also check which result is the “next in line” to be 
 included as an answer by looking yourself in Google
  • 56. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Do the same w/ competitors as well as identifying additional snippets shown that will help you format your content sistrix
  • 57. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Use the identified queries as an input to look for more to trigger featured snippets that you can also target semrush
  • 58. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Refine your already selected queries based on this and monitor their SERP features and see when you’re included seomonitor
  • 59. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Do the same with your competitors to identify opportunities 
 in featured snippets results they might attract over time seomonitor
  • 60. #winningmobilefirst at @ungaggeduk @aleyda from @orainti When optimising for them take into consideration that 89% 
 of questions are shown as paragraph featured snippets https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
  • 61. #winningmobilefirst at @ungaggeduk @aleyda from @orainti But price related comparisons perform betters in tables
 https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
  • 62. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Format your content following the characteristics in 
 length and organisation of currently ranked pages https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
  • 63. #winningmobilefirst at @ungaggeduk @aleyda from @orainti As well as those identified in the content ranking for 
 Google Home answer results, which are highly similar https://backlinko.com/voice-search-seo-study
  • 64. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Most of the analysis show a high correlation with well structured informational targeted content https://go.seoclarity.net/hubfs/docs/research/seoclarity_whitepaper_next-generation-search-voice.pdf
  • 65. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Take also into consideration the criteria used by the 
 Google Assistant to evaluate speech results quality https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html
  • 66. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Besides the information satisfaction they use length, formulation and potential elocution of your content https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html
  • 67. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti If you follow all this into consideration I expect to 
 see your top ranked results as a featured snippet #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 68. #winningmobilefirst at @ungaggeduk @aleyda from @orainti But of course, you need to rank well first … here’s how to do it in Google’s Mobile First Index #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 69. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Google’s Mobile First Index is now here
 https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
  • 70. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Meaning that Google will now primarily crawl and index 
 our Mobile Websites versions to rank them https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
  • 71. #winningmobilefirst at @ungaggeduk @aleyda from @orainti How can you know if your site has been already 
 migrated to the Mobile First Index? #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 72. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You’ll receive a notification like this one 
 through the Google Search Console
  • 73. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You’ll see a significant increase of your 
 crawl rate from the Smartphone Googlebot Screaming Frog Log Analyser & SEOlyzer.io
  • 74. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Google should show the mobile version of pages in Search results and the cache but at the moment a 404 is shown there
  • 75. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Whether your site has been already moved or not, 
 here’s what you need to make it Mobile First ready #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 76. #winningmobilefirst at @ungaggeduk @aleyda from @orainti This goes beyond than passing Google’s Mobile Friendly Validation … which can show false positives, like this one https://search.google.com/test/mobile-friendly This is just a landing page referring to the app as they don’t have a full mobile site
  • 77. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Mobile pop-ups update As well as avoiding mobile accessibility, indexability and “all screen” mobile pop-ups issues that are penalized https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
  • 78. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html For which we can easily use mobile app banners or 
 pop-ups that don’t cover the whole screen instead
  • 79. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/consumer-insights/consumer-mobile-brand-content-interaction/ Remember that people don’t like to be interrupted 
 with an intrusive experience
  • 80. #winningmobilefirst at @ungaggeduk @aleyda from @orainti There’s also no change needed for responsive Websites 
 since the content is the same for mobile and desktop
  • 81. #winningmobilefirst at @ungaggeduk @aleyda from @orainti This also happens with canonical AMP, since the 
 content is the same again for both mobile and desktop

  • 82. #winningmobilefirst at @ungaggeduk @aleyda from @orainti If you use non-canonical AMP, then this is not indexed and 
 is your original Web mobile version that will be assessed
  • 83. #winningmobilefirst at @ungaggeduk @aleyda from @orainti However, change is needed w/ dynamic Websites, since although the URLs are the same, the HTMLs are different

  • 84. #winningmobilefirst at @ungaggeduk @aleyda from @orainti The same happens w/ independent mobile sites, since their HTMLs are also different and shown through separate URLs
  • 85. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti So if you have whether an independent or dynamic serving 
 site you will need to do the following validations & changes
  • 86. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Your mobile site should include the same content as your desktop one, as this will be the content to be ranked now > MobileDesktop
  • 87. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Don’t do this anymore
 > MobileDesktop
  • 88. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Hiding the content of your mobile site pages 
 won’t be an issue as long as it is in the HTML
  • 89. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Titles and meta descriptions should be equivalent 
 across both versions of your site too Mobile Desktop =
  • 90. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Structured data should also be present on both 
 desktop as well as Mobile HTMLs as well Mobile Desktop =
  • 91. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Additionally, independent mobile sites will 
 require the following changes too
  • 92. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Btw, if you think they are already a thing of the past… 
 I got a surprise for you
  • 93. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Make sure to not block your m-dot subdomain and 
 that your robots.txt is consistent with the desktop one VS
  • 94. #winningmobilefirst at @ungaggeduk @aleyda from @orainti International sites should add hreflang annotations in the Mobile pages too, many sites only do it in the desktop ones Mobile Desktop
  • 95. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You also need to update hreflang annotations in the Mobile pages, to refer to the Mobile URLs as alternates in this case
 Mobile Desktop
  • 96. #winningmobilefirst at @ungaggeduk @aleyda from @orainti However, you don’t need to change the independent 
 mobile rel alternate and canonical tags configuration Mobile Desktop
  • 97. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this, but without changing the canonical tags, 
 that should keep pointing to the desktop URLs Correct Incorrect
  • 98. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can easily generate the hreflang tags for your 
 mobile URLs by using the hreflang generator tool https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
  • 99. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti You should then revise all this by doing a
 Mobile vs. Desktop parity audit
  • 100. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Crawl your site with the desktop and mobile Googlebots by using SEO crawlers and compare their results Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb VS
  • 101. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can easily compare the crawls with many 
 of the best known SEO crawlers directly Mobile Desktop
  • 102. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can also use Deepcrawl’s new functionality to check independent mobile vs. desktop pages in the same crawl
 Deepcrawl
  • 103. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You will be able to validate the mobile site configuration, crawlability, indexability and compare its content
 Deepcrawl
  • 104. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Do also JS crawls for both mobile and desktop to identify potential gaps and verify the site content rendering
  • 105. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Verify differences between the js vs. html crawls as well as differences between the rendered and response HTML
  • 106. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Check the smartphone googlebot is correctly rendering your mobile content w/ the Search Console Fetch & Render
  • 107. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://search.google.com/test/mobile-friendly If you don’t have access to the Search Console 
 you can use the Google Mobile Validator
  • 108. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://technicalseo.com/seo-tools/fetch-render/ As well as the Fetch & Render as any bot tool 

  • 109. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Or Fetch & Render any site with the iframe hack
 #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.screamingfrog.co.uk/how-to-fetch-render-any-site/
  • 110. #winningmobilefirst at @ungaggeduk @aleyda from @orainti VS https://www.domain.com/fetch-and-render/?url=https://www.asos.com/women/&type=desktop https://www.domain.com/fetch-and-render/?url=https://www.asos.com/women/&type=mobile Like this

  • 111. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can download the page code from github
 #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://github.com/screamingfrog/fetch-and-render
  • 112. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Remember to register the independent mobile site profile 
 in the Google Search Console to monitor its activity Google Search Console
  • 113. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Use the new Search Console Index coverage to identify 
 any remaining crawling and indexing issue to fix Google Search Console
  • 114. #winningmobilefirst at @ungaggeduk @aleyda from @orainti As well as the performance to follow-up w/ the mobile vs. desktop queries and pages to identify opportunities Google Search Console
  • 115. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Easy peasy! You should be able to keep your mobile rankings in a mobile first index. Let’s see the next opportunity…
  • 116. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Fulfilling your need for speed… with AMP? #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 117. #winningmobilefirst at @ungaggeduk @aleyda from @orainti The goal of your AMP optimisation process should be
 then to maximise your AMP results…
  • 118. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.semrush.com/blog/amp-mistakes-semrush-study/ Avoiding common implementation errors that won’t allow 
 you to serve your AMP pages in Mobile SERPs
  • 119. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://kinsta.com/blog/disable-google-amp/ While implementing it in relevant scenarios where it is 
 feasible to achieve results aligned with the Website goals

  • 120. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.seroundtable.com/google-amp-canonical-ranking-23308.html Don’t use AMP expecting it 
 to be an organic search ranking factor
  • 121. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Or to become a replacement of your own 
 mobile site in case you don’t have one
  • 122. #winningmobilefirst at @ungaggeduk @aleyda from @orainti AMP will be usually relevant in these 3 scenarios
 You’re building a new site and AMP offers the best way to implement your desired functionality so you will use it as a canonical version for it Your own mobile site speed issues can’t and won’t be fixed in the mid-long term You need to be included in Google’s Top Stories Carousel ASAP and can’t wait any longer* You can replicate your original mobile Website look and feel, functionality and content with AMP Ok, use AMP * https://amphtml.wordpress.com/2018/01/09/improving-urls-for-amp-pages/amp/
  • 123. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Is this your case? If so, then here’s 
 how to maximise your AMP results… #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 124. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Verify if your required Web functionalities can be developed w/ AMP by revising its specification https://www.ampproject.org/docs/reference/components
  • 125. #winningmobilefirst at @ungaggeduk @aleyda from @orainti There might be components that is better to pass or use only for non-sensible content until there’s a clear search support https://amphtml.wordpress.com/2018/05/03/dynamic-geo-personalization/
  • 126. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.sistrix.com/ See what your competitors and industry leaders are ranking for with AMP already, to prioritise those content areas
  • 127. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Desktop Web Independent Mobile Web Version AMP version Canonicalize to Independent Mobile Web in AMP Canonicalizes to Desktop Web vs Identify the best way to include AMP in your site, 
 especially if you have an independent Mobile one already
  • 128. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Reusing your independent mobile site structure as your AMP version might be a good way to simplify it
  • 129. #winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s fundamental to redirect desktop visitors to the relevant version too, as it is done with independent mobile URLs
  • 130. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Ideally your AMP pages should use a responsive Web design so they also look good on desktop too Better than this
  • 131. #winningmobilefirst at @ungaggeduk @aleyda from @orainti If you’re using hreflang annotations for international sites they should be also included in your AMP versions https://ampbyexample.com/introduction/internationalization/
  • 132. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Google also requires AMP URLs to include the same 
 content than canonical ones to be shown in SERPs https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html To avoid this
  • 133. #winningmobilefirst at @ungaggeduk @aleyda from @orainti But you should also avoid an inconsistent UI between the two that will have a negative impact on user engagement <>ORIGINAL MOBILE PAGE AMP VERSION
  • 134. #winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s fundamental but most AMP versions have this issue
 <>ORIGINAL MOBILE PAGE AMP VERSION
  • 135. #winningmobilefirst at @ungaggeduk @aleyda from @orainti For real. How the user behaviour can be the same in both?
 <>ORIGINAL MOBILE PAGE AMP VERSION
  • 136. #winningmobilefirst at @ungaggeduk @aleyda from @orainti If you do this it’s then reasonable to end-up 
 having this engagement gap
  • 137. #winningmobilefirst at @ungaggeduk @aleyda from @orainti The goal is to keep the UI, content and functionality consistent when using non-canonical AMP =ORIGINAL MOBILE PAGE AMP VERSION
  • 138. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Which can be made easier if your independent mobile site 
 is used directly as an AMP version too
  • 139. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Most of AMP errors are caused by using tags, 
 attributes and values that are not allowed in it Name of Mistake % of Affected Sites Disallowed attribute 45 % Disallowed tag 44 % Invalid attribute value 38 % Invalid URL protocol 36 % Invalid URL 34 % Mandatory tag ancestor with hint 26 % Disallowed style attribute 20 % Mandatory attribute missing 13 % Wrong parent tag 12 % Missing URL 10 % https://www.semrush.com/blog/amp-mistakes-semrush-study/
  • 140. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this

  • 141. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Or this too

  • 142. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Avoid them by sharing not only the required AMP markup but also the validation errors when starting the development + https://www.ampproject.org/docs/reference/validation_errors
  • 143. #winningmobilefirst at @ungaggeduk @aleyda from @orainti And don’t forget to opt-in for Google Analytics AMP 
 Client ID API to correctly track AMP on Cache https://support.google.com/analytics/answer/7486764
  • 144. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Actively check your top AMP pages templates compliance as soon as they are released for testing with the AMP validator https://validator.ampproject.org/
  • 145. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Crawl the whole site before launching it, simulating the mobile googlebot to look for remaining issues https://www.deepcrawl.com/
  • 146. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Prioritise to fix the critical issues before launch, 
 to be able to show AMP in Mobile SERPs https://sitebulb.com/
  • 147. #winningmobilefirst at @ungaggeduk @aleyda from @orainti After releasing AMP look for the remaining errors 
 in the new Google Search Console AMP report
  • 148. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Select the errors in the report and start 
 checking those affecting more pages
  • 149. #winningmobilefirst at @ungaggeduk @aleyda from @orainti This is now made easier by the new search console, that allows to revise the code, linking to the live validation
  • 150. #winningmobilefirst at @ungaggeduk @aleyda from @orainti If the errors still exist you can share directly the report 
 with the development team so they can revise them #ampoptimization by @aleyda from @orainti at #ampconf
  • 151. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Once errors are fixed you can verify again and if valid, you can inform about the change w/ the “validate fix” option
  • 152. #winningmobilefirst at @ungaggeduk @aleyda from @orainti This new Google Search Console option will submit the fixes to be updated, which will be usually done in 2 or 3 days
  • 153. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You’ll be able to see the validation progress 
 in the overall view from the AMP report
  • 154. #winningmobilefirst at @ungaggeduk @aleyda from @orainti As well as the AMP impressions increase 
 while the errors decrease…
  • 155. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Rinse and repeat with critical errors until there is none
  • 156. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Monitor your top AMP pages and the queries giving visibility to each to optimise further or expand your content
  • 157. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Who said AMP was hard? Let’s go to the next one!
 #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 158. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Evolve your Mobile Website functionality & reach by making it an App with… PWA #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 159. #winningmobilefirst at @ungaggeduk @aleyda from @orainti What are PWAs? The best of Apps in the Mobile Web
 https://developers.google.com/web/progressive-web-apps/
  • 160. #winningmobilefirst at @ungaggeduk @aleyda from @orainti What are the advantages of PWAs 
 vs. mobile Websites & native Apps? https://www.smashingmagazine.com/2016/08/a-beginners-guide-to-progressive-web-apps/
  • 161. #winningmobilefirst at @ungaggeduk @aleyda from @orainti How PWAs work?
 http://boxesandarrows.com/designing-progressive-web-applications-for-the-future/
  • 162. #winningmobilefirst at @ungaggeduk @aleyda from @orainti What criteria should be validated to make sure 
 your PWA has been effectively implemented? https://developers.google.com/web/progressive-web-apps/checklist
  • 163. #winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s critical to keep SEO best practices in them too
 https://developers.google.com/web/progressive-web-apps/checklist
  • 164. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You can use the lighthouse tool integration within Chrome DevTools and as an extension to validate any site https://developers.google.com/web/ilt/pwa/lighthouse-pwa-analysis-tool
  • 165. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this 

  • 166. #winningmobilefirst at @ungaggeduk @aleyda from @orainti or this 

  • 167. #winningmobilefirst at @ungaggeduk @aleyda from @orainti How to convert your Mobile Website into a PWA?
 https://codelabs.developers.google.com/codelabs/migrate-to-progressive-web-apps/index.html?index=..%2F..%2Findex#0
  • 168. #winningmobilefirst at @ungaggeduk @aleyda from @orainti PWAs are supported already by the main browsers
 https://vaadin.com/pwa/learn/browser-support
  • 169. #winningmobilefirst at @ungaggeduk @aleyda from @orainti and will be also supported now in Desktop too
 (Chrome OS 67) https://twitter.com/Pechnet/status/997271934185492480
  • 170. #winningmobilefirst at @ungaggeduk @aleyda from @orainti PWA can also be combined with AMP
 in different ways https://www.ampproject.org/docs/integration/pwa-amp
  • 171. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.howpwampworks.com/ I created this AMP page with PWA features

  • 172. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.howpwampworks.com/ You can actually check there much more resources 
 and guides to create your own PWA & PWAMPs
  • 173. #winningmobilefirst at @ungaggeduk @aleyda from @orainti This is how you will be able to stay ahead providing the best possible mobile user experience, functionality and reach #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  • 174. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti I hate to break it to you but time is up. 
 But you’re likely already prepared now!
  • 175. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s time to conquer 
 this Mobile Rickst World
  • 176. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Thanks