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The Mobile First Index, what, why and more importantly when! by Jon Myers

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Digital Marketing Summit Southampton 2018, Jon Myers, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @JonDMyers

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The Mobile First Index, what, why and more importantly when! by Jon Myers

  1. 1. @jondmyers DMSSO18 The Mobile First Index: What? Why? And More Importantly When! Jon Myers - MD and Founder
  2. 2. @jondmyers DMSSO18 Google is our world…
  3. 3. @jondmyers DMSSO18 2 Trillion searches per year! Google is our world…
  4. 4. @jondmyers DMSSO18 16% of searches new each day! Google is our world…
  5. 5. @jondmyers DMSSO18 60% of search are on Mobiles! Google is our world…
  6. 6. @jondmyers DMSSO18
  7. 7. @jondmyers DMSSO18 There has been a lot of hype…
  8. 8. @jondmyers DMSSO18
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  11. 11. @jondmyers DMSSO18
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  14. 14. @jondmyers DMSSO18 Nothing New Really…
  15. 15. @jondmyers DMSSO18 They Have Been Keeping us Informed…
  16. 16. @jondmyers DMSSO18Source: https://www.smartinsights.com/digital-marketing-strategy/100- must-see-marketing-stats/ “Users who have a bad mobile user experience are 60% less likely to revisit and purchase from that brand in future”
  17. 17. @jondmyers DMSSO18 The “Mobile World” How it evolved and how we knew it to be?…
  18. 18. @jondmyers DMSSO18 History of my Devices…
  19. 19. @jondmyers DMSSO18 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 History of Mobile SEO…
  20. 20. @jondmyers DMSSO18 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. History of Mobile SEO Configuration…
  21. 21. @jondmyers DMSSO18 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 types of configuration…
  22. 22. @jondmyers DMSSO18 Desktop Page INDEXABLE AMP Page Rel=canonical Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ Mobile Page 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 Desktop + Dedicated Mobile + Amp
  23. 23. @jondmyers DMSSO18 Responsive / Dynamic Page INDEXABLE AMP Page Rel=canonical 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 Responsive/Dynamic + AMP…
  24. 24. @jondmyers DMSSO18 What is Mobile-First Indexing?…
  25. 25. @jondmyers DMSSO18 John Mueller
  26. 26. @jondmyers DMSSO18 Gary Illyes
  27. 27. @jondmyers DMSSO18
  28. 28. @jondmyers DMSSO18
  29. 29. @jondmyers DMSSO18 “Our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.” -Google The Mobile First Index at Work…
  30. 30. @jondmyers DMSSO18https://search.google.com/test/mobile-friendly Google Allows you to Check…
  31. 31. @jondmyers DMSSO18https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices And gives you best practice…
  32. 32. @jondmyers DMSSO18 Can it really be that easy???
  33. 33. @jondmyers DMSSO18 Google will NOT have a separate mobile index, it is the same single index.
  34. 34. @jondmyers DMSSO18 Mobile-first indexing can be explained with an analogy...
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  36. 36. @jondmyers DMSSO18 Desktop pages will be phased out where there is a mobile alternative.
  37. 37. @jondmyers DMSSO18 Impact on Website Performance…
  38. 38. @jondmyers DMSSO18 Will keyword rankings be affected?
  39. 39. @jondmyers DMSSO18 Yes, if your mobile content is reduced and doesn’t contain terms the page was previously ranking for on desktop.
  40. 40. @jondmyers DMSSO18 The following need to be consistent across desktop and mobile: • Content • Metadata • Markup • Hreflang • Images • Alt attributes • Indexing rules • Canonical tags In order to maintain rankings…
  41. 41. @jondmyers DMSSO18 These elements must also be crawlable and indexable.
  42. 42. @jondmyers DMSSO18 Does internal linking need to be equivalent?
  43. 43. @jondmyers DMSSO18 No, but internal linking on mobile needs to be accessible for users and search engines.
  44. 44. @jondmyers DMSSO18
  45. 45. @jondmyers DMSSO18 Be mindful of orphaned pages, or increased levels in site depth which could be keeping search engines away from your content. Internal Linking on Mobile…
  46. 46. @jondmyers DMSSO18 “Page Parity” Please!
  47. 47. @jondmyers DMSSO18 What about External linking and the Google Link Graph?
  48. 48. @jondmyers DMSSO18 1,410 Backlinks 303 Backlinks 303 102 Backlinks Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp Rel=canonicalDesktop Page Mobile Page 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” External Linking and Google Link Graph…
  49. 49. @jondmyers DMSSO18 Structured data will play a vital part in the mobile-first world, and beyond.
  50. 50. @jondmyers DMSSO18 “The biggest challenge for mobile-first will be understanding the lightweight needs of the user and applying this via condensed content. Structured data and markup allows for disambiguation when content is not so prevalent on a page in an unstructured form.” Dawn Anderson MD, Move It Marketing Structured Data on Mobile…
  51. 51. @jondmyers DMSSO18 This applies for ALL cases…
  52. 52. @jondmyers DMSSO18 Be cautious of stripping back too far for the mobile experience.
  53. 53. @jondmyers DMSSO18 Lets talk about speed
  54. 54. @jondmyers DMSSO18 https://www.thinkwithgoogle.com/marketing-resources/data- measurement/mobile-page-speed-new-industry-benchmarks/ It is VERY Important!…
  55. 55. @jondmyers DMSSO18Source: https://www.thinkwithgoogle.com/about/ What does Google say?...
  56. 56. @jondmyers DMSSO18https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile- page-speed-new-industry-benchmarks/ Performance Per Vertical…
  57. 57. @jondmyers DMSSO18 https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile- page-speed-new-industry-benchmarks/ The Problem may be here…
  58. 58. @jondmyers DMSSO18 Hreflang!
  59. 59. @jondmyers DMSSO18 Hreflang!?…#goodnews 
  60. 60. @jondmyers DMSSO18 Important Checks for Mobile First…
  61. 61. @jondmyers DMSSO18 1. Make sure important resources aren’t being blocked e.g. images, JS & CSS. 2. Check for legacy issues such as existing dynamic or separate mobile pages - these will be indexed instead! For Responsive Sites…
  62. 62. @jondmyers DMSSO18 1. Check that the vary: user agent HTTP header is in use. 2. Make sure the right user agent is being served the correct version of a page, whether that’s mobile or desktop. For Dynamic Sites…
  63. 63. @jondmyers DMSSO18 For Dynamic Sites…
  64. 64. @jondmyers DMSSO18 1. Guide the mobile and desktop user agents to the correct page version with 301 redirects. 2. Make sure your servers have capacity to handle increased crawl rate from Googlebot Smartphone. For Separate Mobile Sites…
  65. 65. @jondmyers DMSSO18 1. Test robots.txt files to make sure Googlebot Smartphone can access your mobile setup. 2. Check your mobile configuration for any display or UX issues. 3. Test mobile-first readiness by using SEO tools that support mobile crawling. For All Sites…
  66. 66. @jondmyers DMSSO18Source: DeepCrawl
  67. 67. @jondmyers DMSSO18Source: DeepCrawl Mobile Specific Crawl Insights…
  68. 68. @jondmyers DMSSO18 • Google is backing the AMP page 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 Source: https://github.com/ampproject/amphtml/issues/7623 AMP Pages…
  69. 69. @jondmyers DMSSO18 • In A/B testing the AMP experience versus the responsive experience with AdWords traffic, they saw a 20 to 30 percent conversion lift on AMP pages across all mobile campaigns. • More than 70 percent of the 100,000 ad groups in their mobile AdWords campaigns pointed only to AMP pages. That’s now at 100 percent. • AMP pages from organic traffic are converting at a 100 percent lift over responsive and the bounce rate is 10% lower. AMP Pages Work – The Proof…
  70. 70. @jondmyers DMSSO18 Desktop-first optimisation and desktop-first focus are things of the past.
  71. 71. @jondmyers DMSSO18 Mobile should be your number 1 priority.
  72. 72. @jondmyers DMSSO18 When is it happening???…
  73. 73. @jondmyers DMSSO18
  74. 74. @jondmyers DMSSO18 What Google said on the 30th April
  75. 75. @jondmyers DMSSO18 • Traditionally desktop crawler would do about 80% of the crawling and mobile 20% • This will flip when you are switched over! • Monitor your logs! Spotting if you have switched…
  76. 76. @jondmyers DMSSO18 Also check what is cached…
  77. 77. @jondmyers DMSSO18 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. Progressive Web Apps is THE FUTURE. Going beyond this with PWA’s…
  78. 78. @jondmyers DMSSO18 At the end of the day…
  79. 79. @jondmyers DMSSO18 If we cant figure it out…
  80. 80. @jondmyers DMSSO18 There is always Bing!
  81. 81. @jondmyers DMSSO18 Jon Myers Founder & MD | Ascending Media

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