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Preparing for Mobile First Index - Jon Myers

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Preparing for Mobile First Index - Jon Myers

  1. 1. @jondmyers @DeepCrawl Mobile-First Indexing Jon Myers DeepCrawl Chief Growth Officer Oct 2017
  2. 2. @jondmyers @DeepCrawl What are we going to cover?... • The mobile world now (pre Mobile-first) • The mobile world in the future (after Mobile-first) • The future of the future
  3. 3. @jondmyers @DeepCrawl Google is our world…
  4. 4. @jondmyers @DeepCrawl Google is our world… 2 Trillion searches per year!
  5. 5. @jondmyers @DeepCrawl Google is our world… 15% of searches new each day!
  6. 6. @jondmyers @DeepCrawl Google is our world… 60% of search are on Mobiles!
  7. 7. @jondmyers @DeepCrawl “Armchair thinking time???”…
  8. 8. @jondmyers @DeepCrawl The Mobile World Now (PRE MOBILE-FIRST INDEX)
  9. 9. @jondmyers @DeepCrawl History of my devices…
  10. 10. @jondmyers @DeepCrawl History of Mobile… WAP HTML 1999 2007 2009 2014 2015 2017 Separate Mobile Pages (Mobile Site or Dynamic Delivery) Responsive Design Deep App Linking AMP & Progressive Web Apps Mobile- first Indexing
  11. 11. @jondmyers @DeepCrawl History of Mobile SEO Configuration… Desktop Mobile Responsive AMP pages Mobile first One version for desktop devices One to rule them all - one version designed to work equally good on desktop and mobile Dedicated light weight version designed for a fast loading Dedicated mobile pages served on a separate URL e.g. m.domain or dynamically served on the same URL Mobile becomes the PRIMARY version.
  12. 12. @jondmyers @DeepCrawl Responsive Dynamic Separate Mobile Would expect Google to use both user-agents on the same URL to validate that the same content is returned. Google needs to crawl with both user agents to validate the mobile version. Hint: Use the Vary HTTP header! Google needs to crawl the dedicated mobile URLs with a mobile user agent to validate the pages and confirm the content matches the desktop pages. How does Google crawl different configurations?...
  13. 13. @jondmyers @DeepCrawl Types of Mobile Configuration… 1. No Mobile Configuration (desktop only) 2. Responsive 3. Dynamic 4. Desktop + Dedicated Mobile 5. Desktop + AMP 6. Responsive/Dynamic + AMP 7. Desktop + Dedicated Mobile + AMP 8. Responsive + Dedicated Mobile + AMP 9. Responsive + Dynamic + Dedicated Mobile + AMP
  14. 14. @jondmyers @DeepCrawl Desktop + Dedicated Mobile + AMP… Desktop Page AMP Page Mobile Page Rel=canonical INDEXABLE Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ m.domain.com /shirts/ NON-INDEXABLE Rel=canonical Rel=alternate mobile * The decision which page is shown for mobile users are on the Google side
  15. 15. @jondmyers @DeepCrawl Responsive/Dynamic + AMP… Responsive / Dynamic Page AMP Page Rel=canonical INDEXABLE Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ * The decision which page is shown for mobile users are on the Google side
  16. 16. @jondmyers @DeepCrawl The Mobile World in the Future (AFTER MOBILE-FIRST INDEX)
  17. 17. @jondmyers @DeepCrawl Time to get SH*T done… @jondmyers @DeepCrawlSource: https://www.successimpulse.com/products/less-talk-more-action?variant=44575800839
  18. 18. @jondmyers @DeepCrawl Heavy Tech going ahead… @jondmyers @DeepCrawlSource: https://betanews.com/2015/09/14/8-early-warning-signs-of-problems-in-your-data-governance-plan/
  19. 19. @jondmyers @DeepCrawl Impact of Mobile-first… -CRITICAL- - Desktop only (Heavily Affected) -HIGH PRIORITY- - Desktop + Dedicated Mobile (Affected) -HIGH PRIORITY- - Dynamic (Affected e.g. Content Issues) -MEDIUM PRIORITY- - Responsive (Not affected) Impact of Mobile-first on different Mobile Configurations:
  20. 20. @jondmyers @DeepCrawl Potential Issues… • Site Architecture: Indexation, Crawlability, Canonicalisation, PageRank, Linking Structure • Site Content: Content Differences - Titles / H1s, Description, Body Content. Missing Content - Responsive: hidden content (no longer an issue after mobile-first), Dynamic: missing content, Dedicated: missing content • Tags and Markups: Schema, Hreflang config • Order of Mobile-first Indexing
  21. 21. @jondmyers @DeepCrawl Architecture/Tags: Canonicalisation… Canonicalised Desktop - www.domain.com/shirts/colour=red Primary Desktop - www.domain.com/shirts/ Primary Mobile - mobi.domain.com/shirts/ Canonicalised Mobile - mobi.domain.com/shirts/colour=red Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ m.domain.com /shirts/ NON-INDEXABLE Rel=canonical Rel=alternate mobile Desktop Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE
  22. 22. @jondmyers @DeepCrawl Architecture/Tags: Canonicalisation “When Google moves to mobile first, the rel alternate and canonical tags won't need to be changed. rel=alternate mobile will take precedence over rel=canonical” Reference:https://www.youtube.com/watch?v=mfJEpru0szw #t=49m34s
  23. 23. @jondmyers @DeepCrawl Architecture/Tags: Canonicalisation… “When Google moves to mobile first, the rel alternate and canonical tags won't need to be changed. rel=alternate mobile will take precedence over rel=canonical”
  24. 24. @jondmyers @DeepCrawl 1,410 Backlinks 303 Backlinks 303 102 Backlinks 102 1,815 Architecture: Authority distribution… Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE NON-INDEXABLE Rel=canonical Rel=alternate mobile Desktop Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE * There is no need to change the canonical setup. The page Authority should be passed via “mobile rel alternate”
  25. 25. @jondmyers @DeepCrawl NON-INDEXABLE INDEXABLENON-INDEXABLE 1,410 Backlinks 303 Backlinks 303 102 Backlinks Architecture: Internal DeepRank… Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp Rel=canonical Desktop Page Mobile Page DeepRank: 2.5 ? DeepRank: 0.2DeepRank: 1.2 1,815 Rel=alternate mobile 102 * There is no need to change the canonical setup. The page Authority should be passed via “mobile rel alternate”
  26. 26. @jondmyers @DeepCrawl Architecture: Internal Site Architecture… Desktop Site Architecture www.domain.com Mobile Site Architecture m.domain.com Orphaned Mobile Pages 404
  27. 27. @jondmyers @DeepCrawl Architecture: Internal Site Architecture (Link Graph)… “Links on Mobile Pages Will Be Used For the Link Graph Mobile-first indexing will use the links on your mobile pages for calculating the link graph” Reference:https://www.youtube.com/watch?v=7Aq9bFdfMu E#t=46m05s
  28. 28. @jondmyers @DeepCrawl Tags: Hreflang configuration… Desktop Page EN Primary Desktop EN alternate hreflang Rel=canonical DE Primary DesktopEN alternate hreflang Rel=canonical Rel=alternate mobile Rel=alternate mobile Desktop Page EN Mobile Page EN alternate hreflang DE Mobile PageEN alternate hreflang EN Primary Desktop DE Primary Desktop DE Mobile Page EN Mobile Page ? ?
  29. 29. @jondmyers @DeepCrawl Tags: Hreflang configuration… “Yes, you would have to tag mobile page.” Wait a second. No, you actually don’t. This is still to be confirmed closer to the launch of mobile- first as Google is still experimenting with this.” Reference:https://www.youtube.com/watch?v=mfJEpru0szw# t=49m50s
  30. 30. @jondmyers @DeepCrawl Dynamic Mobile Page Order of Mobile-first Indexing… Dynamically served Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp Rel=canonical Rel=alternate mobile Desktop Page Mobile Page * Which of the different types would be used for mobile-index?
  31. 31. @jondmyers @DeepCrawl Order of Mobile-first Indexing… “If you have a vary header which returns a different page for a mobile user agent, Google will use that as the mobile page instead of the responsive page.” Reference:https://www.youtube.com/watch?v=8NyZypIfO zI&t=36m31s
  32. 32. @jondmyers @DeepCrawl Dynamic Mobile Page Order of Mobile-first Indexing… Dynamically served Desktop Page Responsive Page INDEXABLE NON-INDEXABLE GOOGLE SERP • Google not always right, challenge as an SEO!
  33. 33. @jondmyers @DeepCrawl Order of Mobile-first Indexing… Desktop Page Mobile Page Rel=canonical Rel=alternate mobile Responsive Page Mobile Page INDEXABLENON-INDEXABLE GOOGLE SERP • Watch out for legacy crap!
  34. 34. @jondmyers @DeepCrawl Order of Mobile-first Indexing… Desktop Page Responsive Page INDEXABLE
  35. 35. @jondmyers @DeepCrawl Dynamic Mobile Page Order of Mobile-first Indexing… Dynamically served Desktop Page AMP Page Rel=canonical Rel=alternate amp Responsive Page INDEXABLE NON-INDEXABLE NON-INDEXABLE GOOGLE SERP • Responsive page • But content indexed from dynamic page • Google then indexes that content to the AMP page
  36. 36. @jondmyers @DeepCrawl Order of Mobile-first Indexing… Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE NON-INDEXABLE Rel=canonical Rel=alternate mobile Responsive Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE GOOGLE SERP • Same with Mobile page • But content indexed from responsive page • Google then indexes that content to AMP page
  37. 37. @jondmyers @DeepCrawl Order of Mobile-first Indexing… Desktop Page AMP Page Rel=canonical Rel=alternate amp Responsive Page NON-INDEXABLE INDEXABLE GOOGLE SERP • Responsive only is indexed • Max speed of serving • Really good set up!
  38. 38. @jondmyers @DeepCrawl Order of Mobile-first Indexing… Desktop Page AMP Page Rel=canonical Rel=alternate amp NON-INDEXABLE INDEXABLE GOOGLE SERP Non-mobile Friendly • Shitty Solution • Not best but could work??!?
  39. 39. @jondmyers @DeepCrawl Order of Mobile-first Indexing… Desktop Page AMP Page Rel=canonical Rel=alternate mobile Non-mobile Friendly NON-INDEXABLEINDEXABLE GOOGLE SERP • Google would love this!!
  40. 40. @jondmyers @DeepCrawl Priority of indexing/displaying in mobile-first… Priority of indexing content after mobile-first release: 1. Dedicated Mobile / Dynamic 2. Responsive 3. Desktop 4. AMP Priority of displaying in Google SERPs: 1. AMP (priority) 2. Dedicated Mobile / Dynamic 3. Responsive 4. Desktop
  41. 41. @jondmyers @DeepCrawl So what’s the optimal setup?... “So what’s the optimal setup? - “Responsive Design is Optimal for Mobile-first John suggests that a responsive design is the optimal mobile setup for mobile-first indexing, as it avoids the issues of different content and links on your mobile pages.” Reference:ttps://www.youtube.com/watch?v=7Aq9bFdfMuE# t=54m53s
  42. 42. @jondmyers @DeepCrawl Prepare for the Mobile First WITH DEEPCRAWL
  43. 43. @jondmyers @DeepCrawl Responsive & Desktop only… RESPONSIVE DESKTOP ONLY You are likely to be f..ine You are likely to be f..ed Source: The Big Lebowski
  44. 44. @jondmyers @DeepCrawl If your website uses Dynamic conf… If your website is dynamic I would recommend two crawls: • Web Crawl This is to compare your Desktop’s to Mobile’s site architecture, linking structure and crawlability. • Analytics / List Crawl (crawling priority high driving traffic pages) This is to test if you have the mobile equivalents for all your important pages so the ones that drive significant amount of traffic OR/AND have authority backlinks. • Both craws will highlight: • If mobile configuration is setup correctly; • You don’t have any significant Content differences; • All the pages are accessible on Mobile as well etc.
  45. 45. @jondmyers @DeepCrawl If you have Separate mobile version… If you website have a Separate mobile version I would recommend two crawls: • 2 types of Web Crawl This is to compare your Desktop version to Mobile one to see if your configuration is setup correctly, you don’t have any significant Content differences, all the pages are accessible on Mobile as well etc. • Analytics / List Crawl (crawling priority high driving traffic pages) This is to test if you have the mobile equivalents for all your important pages so the ones that drive significant traffic OR/AND have authority backlinks
  46. 46. @jondmyers @DeepCrawl And everything goes well :)… Source: The Big Lebowski
  47. 47. @jondmyers @DeepCrawl DeepCrawl Initial Research… Initial mobile research, based on the Majestic million. Highlights: • 79.5% of sites are responsive • 19% are dynamically served • 1.5% of sites have a separate mobile site and link to it within a rel=alternate tag, however 5% redirect to another page/site when recrawled with a mobile user agent • 91% of websites which are dynamic give a redirect based on the user agent do not have a “Vary: User-agent header”
  48. 48. @jondmyers @DeepCrawl What next? Plenty of issues… Non Secure Form Fields Pages without Valid Canonical Tag Failed URLs Empty Pages Max Fetch Time Thin Pages Missing H1 Tags Non-301 Redirects Pages with Duplicate Body Duplicate Pages Malformed URLs High External Linking Max URL Length Missing Titles Pages with Duplicate Titles No Descriptions & No Snippets Unauthorised Pages 5xx Errors Max Links Broken Pages (4xx Errors) Max Description Length Short Titles Unlinked Paginated Pages Hreflang to Non-200 URLs Non-rel Alted AMP Pages All Broken Links Non-reciprocal Mobile/AM Duplicate Description Sets Max Content Size Uncategorised HTTP Response Codes Max Title Length Duplicate Body Sets Duplicate Page Sets Pages with Duplicate Descriptions Canonical to Non-200 Max Redirections Max HTML Size Short Descriptions Redirect Loops Duplicate Title Sets And more… Non-200 Mobile/AMP Excessive Redirects In (Admin Only) Mobile Links Out Mismatch Mobile Links In Mismatch Mobile Word Count Mismatch Mobile Content Mismatch Duplicate Pages including Primary
  49. 49. @jondmyers @DeepCrawl Future of the Future
  50. 50. @jondmyers @DeepCrawl AMP Pages… Google is backing the AMP page quite hard Google preloads AMP pages, images, and scripts to force them to be fast Not just for news: AMP added support for accepting payments via Android pay, opening the way for ecommerce websites which are 100% AMP https://github.com/ampproject/amphtml/issues/7623
  51. 51. @jondmyers @DeepCrawl Go beyond Responsive with PWA’s… Progressive Web Apps is: • Progressive • Responsive • App-like • And more... Progressive Web Apps can fall back to AMP. Hint… first load as AMP. You should think about it now. Progressively Web App is THE FUTURE.
  52. 52. @jondmyers @DeepCrawl Jon Myers DeepCrawl Chief Growth Officer

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