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Winning SEO in a Mobile First World #Ungagged

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How to make the most out of mobile search? From Google's mobile first index, to rich results, to AMP & PWAs... take a look at the possibilities, steps, criteria and tools to use.

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Winning SEO in a Mobile First World #Ungagged

  1. 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. 2. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Welcome to a mobile first world
  3. 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. 4. #winningmobilefirst at @ungaggeduk @aleyda from @orainti As well as some ridiculous issues 
 Would you be willing to give up your Mobile phone?
  5. 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. 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. 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. 8. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s time to make sure you own it
  9. 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. 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. 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. 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. 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. 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. 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. 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. 17. #winningmobilefirst at @ungaggeduk @aleyda from @orainti But mobile devices with voice search integration

  18. 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. 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. 20. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Sort of

  21. 21. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Let’s keep our eyes open though following-up 
 with its evolution https://voicesearch.com/
  22. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 33. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Identify those that are also triggering featured snippets, 
 rich, multimedia and AMP results Sistrix
  34. 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. 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. 36. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this
 semrush
  37. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 47. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Although there are “answer boxes” (knowledge graph powered) targeting simple queries easily to be satisfied
  48. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 72. #winningmobilefirst at @ungaggeduk @aleyda from @orainti You’ll receive a notification like this one 
 through the Google Search Console
  73. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 87. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Don’t do this anymore
 > MobileDesktop
  88. 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. 89. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Titles and meta descriptions should be equivalent 
 across both versions of your site too Mobile Desktop =
  90. 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. 91. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Additionally, independent mobile sites will 
 require the following changes too
  92. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 106. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Check the smartphone googlebot is correctly rendering your mobile content w/ the Search Console Fetch & Render
  107. 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. 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. 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. 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. 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. 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. 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. 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. 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. 116. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Fulfilling your need for speed… with AMP? #winningmobilefirst at @ungaggeduk @aleyda from @orainti
  117. 117. #winningmobilefirst at @ungaggeduk @aleyda from @orainti The goal of your AMP optimisation process should be
 then to maximise your AMP results…
  118. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 134. #winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s fundamental but most AMP versions have this issue
 <>ORIGINAL MOBILE PAGE AMP VERSION
  135. 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. 136. #winningmobilefirst at @ungaggeduk @aleyda from @orainti If you do this it’s then reasonable to end-up 
 having this engagement gap
  137. 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. 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. 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. 140. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this

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

  142. 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. 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. 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. 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. 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. 147. #winningmobilefirst at @ungaggeduk @aleyda from @orainti After releasing AMP look for the remaining errors 
 in the new Google Search Console AMP report
  148. 148. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Select the errors in the report and start 
 checking those affecting more pages
  149. 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. 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. 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. 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. 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. 154. #winningmobilefirst at @ungaggeduk @aleyda from @orainti As well as the AMP impressions increase 
 while the errors decrease…
  155. 155. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Rinse and repeat with critical errors until there is none
  156. 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. 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. 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. 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. 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. 161. #winningmobilefirst at @ungaggeduk @aleyda from @orainti How PWAs work?
 http://boxesandarrows.com/designing-progressive-web-applications-for-the-future/
  162. 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. 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. 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. 165. #winningmobilefirst at @ungaggeduk @aleyda from @orainti Like this 

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

  167. 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. 168. #winningmobilefirst at @ungaggeduk @aleyda from @orainti PWAs are supported already by the main browsers
 https://vaadin.com/pwa/learn/browser-support
  169. 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. 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. 171. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.howpwampworks.com/ I created this AMP page with PWA features

  172. 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. 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. 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. 175. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti It’s time to conquer 
 this Mobile Rickst World
  176. 176. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti Thanks

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