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Google Mobile Algorithm Change

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In this Webinar, Brian McDowell shares how your mobile site may be impacted by the upcoming Google algorithm changes. Moderated by Sheridan Orr

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Google Mobile Algorithm Change

  1. 1. Preparing for the Google Mobile Friendly Algorithm DON’T FALL OFF A TRAFFIC CLIFF:
  2. 2. 2 Brian McDowell @Brian_McDowell Director of Search Intelligence & Co-Founder Conductor SPEAKERS – JOIN THE CONVERSATION Sheridan Orr @SheridanOrr Senior Director, Product Marketing Conductor #MobileReady @Conductor
  3. 3. 3 Use the questions box to submit questions throughout the presentation QUESTIONS #MobileReady @Conductor
  4. 4. 4 · Managing Executive Expectations · What is Google Doing and Why · Potential Impact to Your Business · Actions You Can Take · Measuring Pre and Post-Update · Valuable Insights · Available Resources · Q + A AGENDA #MobileReady @Conductor
  5. 5. 5 MANAGE EXECUTIVE EXPECTATIONS. How are we stacked up against the competition? We already have our web releases scheduled out for the next 6 months. Why is this suddenly a priority? How much revenue is at risk? We already have a responsive mobile site. Why should we dedicate resources to this? #MobileReady @Conductor
  6. 6. 6 HOW MUCH IS YOUR GOOGLE SUBSCRIPTION? #MobileReady @Conductor
  7. 7. 7 #MobileReady @Conductor
  8. 8. 8 Organic accounts for 37.13% of Website Visits Mobile accounts for 45.19% of Organic Visits Organic Mobile accounts for 16.78% of Website Visits (37.13 * 0.4519) *This is an example of Google Analytics data (month of February 2015) for an e-commerce company. Data used with permission. #MobileReady @Conductor
  9. 9. 9 16,000 VISITS LOST PER DAY 2.75% CONVERSION RATE $25.00 REVENUE PER CONVERSION $11,000.00 DAILY CONTRIBUTION LOSS $4,015,000.00 ANNUAL CONTRIBUTION LOSS -15% SITEWIDE CONTRIBUTION LOSS
  10. 10. 10 THE COST OF INACTION
  11. 11. 11 IMAGE SOURCE: http://lemmysbeardwebzine.com/2013/12/02/sonisphere-returns-in-2014-with-iron-maiden-and-metallica-headlining/ You have the stage – ROCK IT!
  12. 12. 12 ALIGN YOUR MOBILE WEBSITE FOR THIS CHANGE
  13. 13. 13 FIRST THINGS FIRST – CHECK GOOGLE WEBMASTER TOOLSGOOGLEWEBMASTERTOOLS EMAIL #MobileReady @Conductor
  14. 14. 14 IS YOUR WEBSITE MOBILE FRIENDLY? https://www.google.com/webmasters/tools/mobile-friendly/ Mobile friendly refers to Smart Phones. This does not refer to Feature Phones, Tablets or Desktop. #MobileReady @Conductor
  15. 15. 15 POPULAR CMS INTEGRATIONS HAVE DEDICATED GOOGLE RECOMMENDATIONS? https://developers.google.com/webmasters/mobile-sites/website-software/ •WordPress •Joomla! •Drupal •Blogger •vBulletin •Tumblr •DataLife Engine •Magento •Prestshop •Bitrix •Google Sites #MobileReady @Conductor
  16. 16. 16 MOBILE CONFIGURATIONS (1,2 & 3 OF 5) RESPONSIVE DESIGN https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/responsive-design •JavaScript Adaptive – GOOGLE PREFERRED (when JS required). •All Devices are served the same HTML, CSS, JavaScript content •JavaScript execution changes sites behavior •Combined Detection – Uses both JavaScript and Server Side Detection •Different content / HTML is served to different user agents (devices) •“Vary:User-agent” HTTP Response Header should be used in this case •Dynamically Served JavaScript – User agent sets JavaScript location •Same HTML is served •JavaScript served from a dynamic location (different URL) Responsive serves all devices with the same code that adjusts to screen resolution #MobileReady @Conductor
  17. 17. 17 MOBILE CONFIGURATIONS (1,2 & 3 OF 5) WHY DOES GOOGLE LIKE RESPONSIVE DESIGN? • Makes sharing content easier by linking to a single URL • Simplifies Indexing by not needing correlations between desktop and mobile pages • Requires less engineering time to maintain content • Reduces load times by eliminating the need for mobile redirects • Saves Google time as only one Googlebot user agent is needed to crawl your site #MobileReady @Conductor
  18. 18. 18 MOBILE CONFIGURATIONS (1,2 & 3 OF 5) RESPONSIVE DESIGN: META VIEWPORT TAG The meta viewport tag must be included in the head of the HTML document for pages that are optimized for a variety of devices. The meta viewport tag sends signals to the browser on the dimensions of the page and how to scale the content. #MobileReady @Conductor
  19. 19. 19 MOBILE CONFIGURATIONS (4 OF 5) DYNAMIC SERVING https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving Dynamic serving is often confused with combined detection responsive design. With Dynamic Serving, the same URL is served to the user but with altered HTML. Mobile friendly content is “hidden” for a desktop user agent. These configurations must use the Vary HTTP header. The Vary HTTP Header is a server response that tells the browser about a possible variance in content based on user agent. #MobileReady @Conductor
  20. 20. 20 MOBILE CONFIGURATIONS (5 OF 5) SEPARATE URLS https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/separate-urls PROPER 1:1 ASSOCIATIONS ARE NEEDED IN THE SEPARATE URL MODEL On the DESKTOP page, add: <link rel="alternate" media="only screen and (max-width: 640px)” href="http://m.example.com/page-1" > NOTE: The CSS media query to direct when Google should use the alternate URL. See reference slide for more information about CSS media queries On the MOBILE page, the required annotation should be: <link rel="canonical" href="http://www.example.com/page-1" > #MobileReady @Conductor
  21. 21. 21 MOBILE OPTIMIZATION SPEED AND LOAD TIMES https://developers.google.com/speed/pagespeed/insights/ #MobileReady @Conductor
  22. 22. 22 MOBILE OPTIMIZATION SPEED AND LOAD TIMES https://developers.google.com/speed/docs/insights/mobile “we must deliver and render the above the fold (ATF) content in under one second, which allows the user to begin interacting with the page as soon as possible.” ~Google •Server must render the response (< 200 ms) •Number of redirects should be minimized •Number of roundtrips to first render should be minimized •Avoid external blocking JavaScript and CSS in above-the-fold content •Reserve time for browser layout and rendering (200 ms) •Optimize JavaScript execution and rendering time #MobileReady @Conductor
  23. 23. 23 · JavaScript Resizing is not always the best option as it can increase load times. · Test and consider the <picture> element for dynamic loading (responsive design) · Allows for resolution thresholds · Accepts relative sizes based on viewport width OPTIMIZE YOUR IMAGES #MobileReady @Conductor
  24. 24. 24 MOBILE OPTIMIZATION IMPROPER REDIRECTS https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/faulty-redirects Google Webmaster Tools – Crawl – Crawl Errors – Smart Phone #MobileReady @Conductor
  25. 25. 25 MOBILE OPTIMIZATION DO NOT BLOCK JS, CSS OR IMAGE FILES http://www.googlewebmastercentral.blogspot.com/2014/05/understanding-web-pages-better.html “If resources like JavaScript or CSS in separate files are blocked (say, with robots.txt) so that Googlebot can’t retrieve them, our indexing systems won’t be able to see your site like an average user. We recommend allowing Googlebot to retrieve JavaScript and CSS so that your content can be indexed better. This is especially important for mobile websites, where external resources like CSS and JavaScript help our algorithms understand that the pages are optimized for mobile.” ~Google 05/23/2014 #MobileReady @Conductor
  26. 26. 26 MOBILE OPTIMIZATION BLOCKED / HIDDEN CONTENT “This provides users with a poor mobile experience!” ~Google https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/unplayable-content •Use proper HTML5 standards for animations •Use video-embedding that can be played on all devices •Consider using transcripts #MobileReady @Conductor
  27. 27. 27 MOBILE OPTIMIZATION TRUNCATING CONTENT (RESPONSIVE) Select your breakpoints without hiding your content. “Don’t simply hide content just because you can’t fit it on screen.” ~Google http://upstatement.com/blog/2012/01/how-to-approach-a-responsive-design/ https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpoints #MobileReady @Conductor
  28. 28. 28 MOBILE OPTIMIZATION 404 HANDLING If a page on your site doesn’t have a smartphone equivalent, keep users on the desktop page. Showing the content the user was looking for is a much better experience than showing an error page. Google Webmaster Tools – Crawl – Crawl Errors – Smart Phone https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/mobile-only-404s #MobileReady @Conductor
  29. 29. 29 MOBILE OPTIMIZATION RELEVANT LINKS TO MOBILE PAGES #MobileReady @Conductor
  30. 30. 30 MOBILE OPTIMIZATION USE PROPER ADVERTISING FOR APPS Use a simple banner to promote your app inline with the page’s content. This banner can be implemented using Smart App Banners for Safari or an HTML banner image. #MobileReady @Conductor
  31. 31. 31 Ensure your organization is updated about the changes and potential impact. Test your site to see if Google views you as mobile friendly or not Double check your CMS specific recommendations Check speed and load times Optimize your images Check your redirects Ensure you haven’t blocked Java, CSS or image files Check where you are sending searches (If you don’t have a mobile page, send to desktop) Ensure you have proper advertising for apps Monitor and report fluxuations CHECKLIST FOR SUCCESS #MobileReady @Conductor
  32. 32. 32 MEASURING AND UNDERSTANDING THE DELTAS
  33. 33. 33 ARE YOU MOBILE FRIENDLY ?
  34. 34. 34 GOOGLE SEARCH UPDATE #MobileReady @Conductor
  35. 35. 35 SEARCHLIGHT MOBILE FRIENDLY REPORTING 35 #MobileReady @Conductor
  36. 36. 36 SEARCHLIGHT MOBILE FRIENDLY REPORTING 36 #MobileReady @Conductor
  37. 37. 37 GLOBAL INSIGHTS #MobileReady @Conductor
  38. 38. 38 HOW ABOUT YOUR COMPETITORS?
  39. 39. 39 COMPETITIVE INSIGHTS #MobileReady @Conductor
  40. 40. 40 EXECUTIVE UPDATES 40 #MobileReady @Conductor
  41. 41. 41 QUESTION AND ANSWER
  42. 42. 42 · Use the questions box to submit questions throughout the presentation. · We will send you a copy of the Q+A following the webinar as well as the recording. JUST A REMINDER #MobileReady @Conductor
  43. 43. 43 · Managing Executive Expectations · What is Google Doing and Why · Potential Impact to Your Business · Actions You Can Take · Measuring Pre and Post-Update · Valuable Insights · Available Resources RECAP #MobileReady @Conductor
  44. 44. 44 Brian McDowell @Brian_McDowell Director of Search Intelligence & Co-Founder Conductor SPEAKERS Sheridan Orr @SheridanOrr Senior Director, Product Marketing Conductor #MobileReady @Conductor
  45. 45. 45 REFERENCES Google Mobile SEO for Developers: https://developers.google.com/webmasters/mobile-sites/mobile-seo/ Responsive Design: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/responsive-design Dynamic Serving: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving Separate URLs: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/separate-urls Vary:User-agent response header: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving Meta Viewpoint Tag: https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/set-the-viewport CSS Media Queries: https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/use-media-queries?hl=en Dynamic images: https://developers.google.com/web/fundamentals/media/images/images-in-markup#art-direction-in-responsive-images-with-picture Responsive Images: http://responsiveimages.org/#implementation Less then a second mobile page load times: http://calendar.perfplanet.com/2012/make-your-mobile-pages-render-in-under-one-second/ Google Page Load Times: https://developers.google.com/speed/docs/insights/mobile Google Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/ Do not block page elements: http://www.googlewebmastercentral.blogspot.com/2014/05/understanding-web-pages-better.html Smart App Banners for Safari: https://developer.apple.com/library/ios/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html #MobileReady @Conductor

In this Webinar, Brian McDowell shares how your mobile site may be impacted by the upcoming Google algorithm changes. Moderated by Sheridan Orr

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