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MOBILE SEO
CHALLENGES
MARK THOMAS | @SEARCHMATH
Context
http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369
We must presume
that our customers
will engage with
us only on mobile.
The Browser:
Sidelined
10% of time on
mobile spent in a
browser (down
from 14% in 2014)
90% of time spent
in an average of
36 apps
http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is
When it comes to search on
mobile devices, users should get
the most relevant and timely
results, no matter if the
information lives on mobile-
friendly web pages or apps.
1. More mobile-friendly websites in search results
Mobile-friendliness as a ranking signal
2. More relevant app content in search results
Indexed apps as a ranking signal
-----------------------------------------------------------------------
3. App-only content in search results
Search and app unification
25% of Google searches on Android return deep
links to apps through App Indexing.[1]
https://developers.google.com/app-indexing/partners/case-studies
Challenges
CHALLENGE #1
ROBOTS.TXT
MARK THOMAS | @SEARCHMATH
Client A
Issue: Blocking their pages from Google Mobile
crawler
Result: Experiencing significant loss.
Google highlighted these App Indexing challenges:
1. First Click Free 4. Incorrect DeepLink
Format
2. Robots.txt 5. Different Behaviour on
Real Devices
3. Native ARM Code 6. Content Validation
Issue
https://www.youtube.com/watch?v=Xa6Q1SWUlVMt=12m10s
CSS and JS crawling is more important for mobile
than desktop: allowing your CSS and JavaScript
files to be crawlable does affect desktop pages, but
is more important for mobile pages as they need to
test for mobile compatibility.
Remove these from you robots.txt file:
Disallow: /css
Disallow: /js
Wordpress:
Disallow: /wp-content
Disallow: /wp-includes
CHALLENGE #2
CONTENT VALIDATION
MARK THOMAS | @SEARCHMATH
App & web content must match
https://www.youtube.com/watch?v=Xa6Q1SWUlVMt=12m10s
CHALLENGE #3
APPS - TO BUILD OR
NOT TO BUILD?
MARK THOMAS | @SEARCHMATH
We’ve downloaded dozens of
apps, but most are collecting
dust.
Your app must stand out
from the crowd
David Sottimano
Formerly Distilled
“Crucial for those who have Apps. App links in search
results have extremely high CTR.”
Bastian Grimm
Peak Ace
“It does not matter if you decide to use apps or not – if you
can provide proper results with a mobile / responsive
website that’s totally fine as well.”
Fili Wiese
Search Brothers
“The importance of app indexing is growing and as so often
with new developments it stands for an opportunity to claim
more SERP real estate with relevant content.”
Thank you
Slides available:
@SearchMATH

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Sem days mobile 2015

  • 4. We must presume that our customers will engage with us only on mobile.
  • 5. The Browser: Sidelined 10% of time on mobile spent in a browser (down from 14% in 2014) 90% of time spent in an average of 36 apps http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is
  • 6. When it comes to search on mobile devices, users should get the most relevant and timely results, no matter if the information lives on mobile- friendly web pages or apps.
  • 7. 1. More mobile-friendly websites in search results Mobile-friendliness as a ranking signal 2. More relevant app content in search results Indexed apps as a ranking signal ----------------------------------------------------------------------- 3. App-only content in search results Search and app unification
  • 8. 25% of Google searches on Android return deep links to apps through App Indexing.[1] https://developers.google.com/app-indexing/partners/case-studies
  • 9.
  • 10.
  • 11.
  • 14. Client A Issue: Blocking their pages from Google Mobile crawler Result: Experiencing significant loss.
  • 15. Google highlighted these App Indexing challenges: 1. First Click Free 4. Incorrect DeepLink Format 2. Robots.txt 5. Different Behaviour on Real Devices 3. Native ARM Code 6. Content Validation Issue https://www.youtube.com/watch?v=Xa6Q1SWUlVMt=12m10s
  • 16. CSS and JS crawling is more important for mobile than desktop: allowing your CSS and JavaScript files to be crawlable does affect desktop pages, but is more important for mobile pages as they need to test for mobile compatibility. Remove these from you robots.txt file: Disallow: /css Disallow: /js Wordpress: Disallow: /wp-content Disallow: /wp-includes
  • 17. CHALLENGE #2 CONTENT VALIDATION MARK THOMAS | @SEARCHMATH
  • 18. App & web content must match https://www.youtube.com/watch?v=Xa6Q1SWUlVMt=12m10s
  • 19. CHALLENGE #3 APPS - TO BUILD OR NOT TO BUILD? MARK THOMAS | @SEARCHMATH
  • 20. We’ve downloaded dozens of apps, but most are collecting dust.
  • 21. Your app must stand out from the crowd
  • 22. David Sottimano Formerly Distilled “Crucial for those who have Apps. App links in search results have extremely high CTR.” Bastian Grimm Peak Ace “It does not matter if you decide to use apps or not – if you can provide proper results with a mobile / responsive website that’s totally fine as well.” Fili Wiese Search Brothers “The importance of app indexing is growing and as so often with new developments it stands for an opportunity to claim more SERP real estate with relevant content.”

Editor's Notes

  1. Find what you’re looking for, keep searching and keep their trust in us. Most people don’t distinguish between apps and websites they just want to get the job done.” Google to focus their efforts accordingly to the technology users adapt most. Many of our clients embrace the trend, so for them this algorithmic update meant business as usual and maintaining focus on what truly matters: user expectation management.  
  2. App Indexing has seen widespread adoption. One and a half years in, Once your app is indexed, mobile users who search for content related to your app can see an install button to your Android app in Search results. This helps you increase your install base. When mobile users with your app installed search for something relevant to your app content, Search results can link directly to the relevant content in your app. This keeps your customer base engaged.
  3. Security benefits are clear – public WIFI is inherently risky
  4. Are you more likely to describe yourselves as SEO’s / app developers?
  5. App content is kept up to date and matches the web version Content, app and SEO teams will have to work together closely to ensure app content is kept up to date and matches the web version: adds another level of complication for ongoing content management. Ongoing management of content might require a new CMS and training for existing editors Crawl lags Web parity necessary for indexing in search results at the moment
  6. clear value for your users, well past the initial app download
  7. People download apps every day, but the truth is that many of them are abandoned or never even used.  - Google state this accounts for 25%.
  8. But a good app is a huge competitive advantage in the mobile SERP