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MobileMoxie.com
@Suzzicks
What Happens
What a Flightless
Bird gets scared?
MobileMoxie.com
@Suzzicks
Sometimes
they run
like
crazy…
MobileMoxie.com
@Suzzicks
Sometimes
they
hide…
MobileMoxie.com
@Suzzicks
Or Maybe
they Hide
Like this…
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
But what if Your
Analytics Are Not
Giving You the Full
Story?
MobileMoxie.com
@Suzzicks
WORLD WIDE, MOBILE
REPRESENTS MORE THAN
HALF OF ALL SEARCHES
MobileMoxie.com
@Suzzicks
WORLD WIDE, MOBILE
REPRESENTS MORE THAN
HALF OF ALL SEARCHES
…But SEO’s & SEO
Tools are Still Heavily
Focused on Desktop
M...
THAT CAUSES PROBLEMS!
Desktop search
results are not
visible in the
mobile SERP
31%
THAT CAUSES PROBLEMS!
Desktop search
results are not
visible in the
mobile SERP
31% 11%
Only
(10.68%)
URLs keep their
posi...
THAT CAUSES PROBLEMS!
Desktop search
results are not
visible in the
mobile SERP
31% 11% 13%
Only Only
(12.86%)(10.68%)
URL...
“Hey – this
wasn’t in the
SERP last
week was it?
When did this
thing show
up?”
This Happens a Lot in
Mobile SEO
MobileMoxie.com
@Suzzicks
Mobile Results
are Changing
Drastically!
MobileMoxie.com
@Suzzicks
Mobile Results
are Changing
Drastically!
… I want you NOT to be
one of the SEO’s Just
Pretending this stuff Isn’t
Happenin...
I Believe in You!
MobileMoxie.com
@Suzzicks
Hosted
Inclusions
Mobile-
First
Indexing
Entity-First
Indexing
Knowledge-
Graph
Build-Out
ENTITY-
FIRST
INDEXING: Same
As
...
Two Kinds of
Results:
-Hosted Inclusions
(From Knowledge Graph)
-Organic Blue Links
MobileMoxie.com
@Suzzicks
Featured Snippets
are The Hosted
Inclusion with the
Most Rapid
Growth
MobileMoxie.com
@Suzzicks
April 2018 – August 2018
The Number of
Featured Snippets
on a SERP grew
x
MobileMoxie.com
@Suzzicks
Featured
Snippets
& Hybrid Featured
Snippets
MobileMoxie.com
@Suzzicks
And
Double-
Featured
Snippets
MobileMoxie.com
@Suzzicks
Other Hosted
Inclusions are
Part of the
Knowledge
Graph Too
MobileMoxie.com
@Suzzicks
Hosted
Inclusions:
Growing in
Frequency, Variety
& Functionality
MobileMoxie.com
@Suzzicks
Hosted
Inclusions:
Growing in
Frequency, Variety
& Functionality
MobileMoxie.com
@Suzzicks
Hosted
Inclusions:
Growing in
Frequency, Variety
& Functionality
MobileMoxie.com
@Suzzicks
Hosted
Inclusions:
Growing in
Frequency, Variety
& Functionality
MobileMoxie.com
@Suzzicks
There are
Now Way
More Links in
One SERP
MobileMoxie.com
@Suzzicks
There are
Now Way
More Links in
One SERP
MobileMoxie.com
@Suzzicks
Answer
Carousels
MobileMoxie.com
@Suzzicks
What Does Position
1 Even Mean Now?
Especially if Position 1 is
Halfway Down the Page!
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
Page
Template
Variations
6 Cities
5 Keywords
iOS & Android Results
for Each Keyword
Maps, Apps, KG & Ads
for Each Keyword
Panic Room Supplies Survival Provisions
Helen...
Google is an
Answer Engine
– Not just a
Search Engine
MobileMoxie.com
@Suzzicks
This is a Really
Big Deal!!!
MobileMoxie.com
@Suzzicks
Google is an
Answer Engine
– Not just a
Search Engine
MobileMoxie.com
@Suzzicks
Google is an
Answer Engine
– Not just a
Search Engine
MobileMoxie.com
@Suzzicks
Google is an
Answer Engine
– Not just a
Search Engine
MobileMoxie.com
@Suzzicks
Google is an
Answer Engine
– Not just a
Search Engine
MobileMoxie.com
@Suzzicks
Answers in the
SERP:
-Top: Featured Snippets
-Middle: People Also Ask
-Bottom: Related Searches
MobileMoxie.com
@Suzzicks
And this makes
sense because
of Voice. They
Need Answers –
Not lists of
Websites
MobileMoxie.com
@Suzzicks
FRAGGLES
AN IMPORTANT PART OF
ENTITY-FIRST
INDEXING:
MobileMoxie.com
@Suzzicks
FRAGMENT + HANDLE =
FRAGGLESMobileMoxie.com
@Suzzicks
FRAGGLES
In Action
MobileMoxie.com
@Suzzicks
Video
FRAGGLES
MobileMoxie.com
@Suzzicks
Audio
FRAGGLES
MobileMoxie.com
@Suzzicks
Audio
FRAGGLES
MobileMoxie.com
@Suzzicks
AMP
Highlighting
for Featured
Snippets
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
They Can Re-
Mix Content
they Host in
AMP Stories
& Knowledge Graph
Navigation
Sometimes Persists…
MobileMoxie.com
@Suzzic...
These are all
Examples of
Entity-First
Indexing
And They Are
generally
NOT Represented
in Your Analytics
61.5%
34.4%
MobileMoxie.com
@Suzzicks
of the
Mobile Search Data
IS NOT Represented
in Your Analytics
61.5%
So Mobile SEO
decisions are
based on only
of the
Data38.5%
No *WEBSITE*
Clicks
MobileMoxie.com
@Suzzicks
Google & Their
Users LOVES
Hosted
Inclusions!
!!!
MobileMoxie.com
@Suzzicks
Hosted Inclusions
Are…
MORE
INTERESTING
THAN BLUE
LINKS
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
???
MobileMoxie.com
@Suzzicks
Traffic
45%MobileMoxie.com
@Suzzicks
Bad Answers
& Knowledge
Graph
MobileMoxie.com
@Suzzicks
Free PLA’s from
Google Merchant
Center –
All from an XML File!
MobileMoxie.com
@Suzzicks
Anything Google
Hosts or Ingest as a
Feed Seems to Have
An Advantage
They Can
Speak Them
on a Google
Home, or with
Google
Assistant
MobileMoxie.com
@Suzzicks
Entity ID’s from the
Knowledge Graph
are Numeric.
Language Agnostic
@suzzicks
MobileMoxie.com
@Suzzicks
THEY CAN
EVEN
TRANSLATE IT
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
Currently Page Links -
Someday Fraggles
Compelling New
PPC Formats
4 Addresses
5 Keywords
Something Else….
As SEO’s we need to
start to think like
Google, to Predict
what Google will do
Get into the
Knowledge Graph
MobileMoxie.com
@Suzzicks
MobileMoxie.com
@Suzzicks
We Need to
Reconsider what IS
& what IS NOT
SEO…
• Track Mobile Keyword Rankings
from ANYWHERE IN THE
WORLD
• -Specific Address
• -Service Area
• -City Centers
• -Address ...
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
Cindy Krum - The Secrets Your Analytics Won't Tell You
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Cindy Krum - The Secrets Your Analytics Won't Tell You

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Learn Inbound 2019 - Cindy Krum's slides

"The Secrets Your Analytics Won’t Tell You About Mobile-First Indexing "

Published in: Internet
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Cindy Krum - The Secrets Your Analytics Won't Tell You

  1. 1. MobileMoxie.com @Suzzicks
  2. 2. What Happens What a Flightless Bird gets scared? MobileMoxie.com @Suzzicks
  3. 3. Sometimes they run like crazy… MobileMoxie.com @Suzzicks
  4. 4. Sometimes they hide… MobileMoxie.com @Suzzicks
  5. 5. Or Maybe they Hide Like this… MobileMoxie.com @Suzzicks
  6. 6. MobileMoxie.com @Suzzicks
  7. 7. MobileMoxie.com @Suzzicks
  8. 8. But what if Your Analytics Are Not Giving You the Full Story? MobileMoxie.com @Suzzicks
  9. 9. WORLD WIDE, MOBILE REPRESENTS MORE THAN HALF OF ALL SEARCHES MobileMoxie.com @Suzzicks
  10. 10. WORLD WIDE, MOBILE REPRESENTS MORE THAN HALF OF ALL SEARCHES …But SEO’s & SEO Tools are Still Heavily Focused on Desktop MobileMoxie.com @Suzzicks
  11. 11. THAT CAUSES PROBLEMS! Desktop search results are not visible in the mobile SERP 31%
  12. 12. THAT CAUSES PROBLEMS! Desktop search results are not visible in the mobile SERP 31% 11% Only (10.68%) URLs keep their positions in both SERPs
  13. 13. THAT CAUSES PROBLEMS! Desktop search results are not visible in the mobile SERP 31% 11% 13% Only Only (12.86%)(10.68%) URLs keep their positions in both SERPs Domains keep their positions in both SERPs
  14. 14. “Hey – this wasn’t in the SERP last week was it? When did this thing show up?”
  15. 15. This Happens a Lot in Mobile SEO MobileMoxie.com @Suzzicks
  16. 16. Mobile Results are Changing Drastically! MobileMoxie.com @Suzzicks
  17. 17. Mobile Results are Changing Drastically! … I want you NOT to be one of the SEO’s Just Pretending this stuff Isn’t Happening! MobileMoxie.com @Suzzicks
  18. 18. I Believe in You! MobileMoxie.com @Suzzicks
  19. 19. Hosted Inclusions Mobile- First Indexing Entity-First Indexing Knowledge- Graph Build-Out ENTITY- FIRST INDEXING: Same As Same As Same Result Is: MobileMoxie.com @Suzzicks
  20. 20. Two Kinds of Results: -Hosted Inclusions (From Knowledge Graph) -Organic Blue Links MobileMoxie.com @Suzzicks
  21. 21. Featured Snippets are The Hosted Inclusion with the Most Rapid Growth MobileMoxie.com @Suzzicks
  22. 22. April 2018 – August 2018 The Number of Featured Snippets on a SERP grew x MobileMoxie.com @Suzzicks
  23. 23. Featured Snippets & Hybrid Featured Snippets MobileMoxie.com @Suzzicks
  24. 24. And Double- Featured Snippets MobileMoxie.com @Suzzicks
  25. 25. Other Hosted Inclusions are Part of the Knowledge Graph Too MobileMoxie.com @Suzzicks
  26. 26. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  27. 27. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  28. 28. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  29. 29. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  30. 30. There are Now Way More Links in One SERP MobileMoxie.com @Suzzicks
  31. 31. There are Now Way More Links in One SERP MobileMoxie.com @Suzzicks
  32. 32. Answer Carousels MobileMoxie.com @Suzzicks
  33. 33. What Does Position 1 Even Mean Now? Especially if Position 1 is Halfway Down the Page! MobileMoxie.com @Suzzicks
  34. 34. MobileMoxie.com @Suzzicks
  35. 35. MobileMoxie.com @Suzzicks
  36. 36. MobileMoxie.com @Suzzicks
  37. 37. Page Template Variations 6 Cities 5 Keywords
  38. 38. iOS & Android Results for Each Keyword Maps, Apps, KG & Ads for Each Keyword Panic Room Supplies Survival Provisions Helena, MO New Orleans, LA KG/FS KG/FS
  39. 39. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  40. 40. This is a Really Big Deal!!! MobileMoxie.com @Suzzicks
  41. 41. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  42. 42. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  43. 43. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  44. 44. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  45. 45. Answers in the SERP: -Top: Featured Snippets -Middle: People Also Ask -Bottom: Related Searches MobileMoxie.com @Suzzicks
  46. 46. And this makes sense because of Voice. They Need Answers – Not lists of Websites MobileMoxie.com @Suzzicks
  47. 47. FRAGGLES AN IMPORTANT PART OF ENTITY-FIRST INDEXING: MobileMoxie.com @Suzzicks
  48. 48. FRAGMENT + HANDLE = FRAGGLESMobileMoxie.com @Suzzicks
  49. 49. FRAGGLES In Action MobileMoxie.com @Suzzicks
  50. 50. Video FRAGGLES MobileMoxie.com @Suzzicks
  51. 51. Audio FRAGGLES MobileMoxie.com @Suzzicks
  52. 52. Audio FRAGGLES MobileMoxie.com @Suzzicks
  53. 53. AMP Highlighting for Featured Snippets MobileMoxie.com @Suzzicks
  54. 54. MobileMoxie.com @Suzzicks
  55. 55. They Can Re- Mix Content they Host in AMP Stories & Knowledge Graph Navigation Sometimes Persists… MobileMoxie.com @Suzzicks
  56. 56. These are all Examples of Entity-First Indexing
  57. 57. And They Are generally NOT Represented in Your Analytics
  58. 58. 61.5% 34.4% MobileMoxie.com @Suzzicks
  59. 59. of the Mobile Search Data IS NOT Represented in Your Analytics 61.5%
  60. 60. So Mobile SEO decisions are based on only of the Data38.5%
  61. 61. No *WEBSITE* Clicks MobileMoxie.com @Suzzicks
  62. 62. Google & Their Users LOVES Hosted Inclusions!
  63. 63. !!! MobileMoxie.com @Suzzicks Hosted Inclusions Are… MORE INTERESTING THAN BLUE LINKS
  64. 64. MobileMoxie.com @Suzzicks
  65. 65. MobileMoxie.com @Suzzicks
  66. 66. MobileMoxie.com @Suzzicks
  67. 67. ??? MobileMoxie.com @Suzzicks
  68. 68. Traffic 45%MobileMoxie.com @Suzzicks
  69. 69. Bad Answers & Knowledge Graph MobileMoxie.com @Suzzicks
  70. 70. Free PLA’s from Google Merchant Center – All from an XML File! MobileMoxie.com @Suzzicks
  71. 71. Anything Google Hosts or Ingest as a Feed Seems to Have An Advantage
  72. 72. They Can Speak Them on a Google Home, or with Google Assistant MobileMoxie.com @Suzzicks
  73. 73. Entity ID’s from the Knowledge Graph are Numeric. Language Agnostic
  74. 74. @suzzicks MobileMoxie.com @Suzzicks
  75. 75. THEY CAN EVEN TRANSLATE IT MobileMoxie.com @Suzzicks
  76. 76. MobileMoxie.com @Suzzicks
  77. 77. Currently Page Links - Someday Fraggles
  78. 78. Compelling New PPC Formats
  79. 79. 4 Addresses 5 Keywords
  80. 80. Something Else….
  81. 81. As SEO’s we need to start to think like Google, to Predict what Google will do
  82. 82. Get into the Knowledge Graph
  83. 83. MobileMoxie.com @Suzzicks
  84. 84. MobileMoxie.com @Suzzicks
  85. 85. We Need to Reconsider what IS & what IS NOT SEO…
  86. 86. • Track Mobile Keyword Rankings from ANYWHERE IN THE WORLD • -Specific Address • -Service Area • -City Centers • -Address CSV Upload • PROMO CODE: LEARNINBOUND --TRY OUR TOOLS– 1 MONTH FREE PROMO CODE: LEARNINBOUND

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