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Conductor-Webinar-Google-Mobile-Algorithm-Change
The document discusses Google's upcoming mobile-friendly algorithm update and provides recommendations for websites to prepare. It recommends checking if your site is mobile-friendly, optimizing for speed and load times, ensuring proper redirects and image optimization, and monitoring analytics pre- and post-update to understand any impacts on traffic. The document also provides resources on mobile-friendly design configurations, common mistakes to avoid, and measuring success.
Conductor-Webinar-Google-Mobile-Algorithm-Change
- 1. Preparing for theGoogle Mobile Friendly Algorithm DON’T FALL OFF A TRAFFIC CLIFF:
- 2. 2 Brian McDowell @Brian_McDowell Director ofSearch Intelligence & Co-Founder Conductor SPEAKERS – JOIN THE CONVERSATION Sheridan Orr @SheridanOrr Senior Director, Product Marketing Conductor #MobileReady @Conductor
- 3. 3 Use the questionsbox to submit questions throughout the presentation QUESTIONS #MobileReady @Conductor
- 4. 4 · Managing ExecutiveExpectations · 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 MANAGE EXECUTIVE EXPECTATIONS. Howare 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 HOW MUCH ISYOUR GOOGLE SUBSCRIPTION? #MobileReady @Conductor
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- 8. 8 Organic accounts for37.13% 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 16,000 VISITS LOSTPER 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 THE COST OFINACTION
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- 12. 12 ALIGN YOUR MOBILEWEBSITE FOR THIS CHANGE
- 13. 13 FIRST THINGS FIRST– CHECK GOOGLE WEBMASTER TOOLSGOOGLEWEBMASTERTOOLS EMAIL #MobileReady @Conductor
- 14. 14 IS YOUR WEBSITEMOBILE 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 POPULAR CMS INTEGRATIONSHAVE 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 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 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 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 MOBILE CONFIGURATIONS (4OF 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 MOBILE CONFIGURATIONS (5OF 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 MOBILE OPTIMIZATION SPEED ANDLOAD TIMES https://developers.google.com/speed/pagespeed/insights/ #MobileReady @Conductor
- 22. 22 MOBILE OPTIMIZATION SPEED ANDLOAD 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 · JavaScript Resizingis 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 MOBILE OPTIMIZATION IMPROPER REDIRECTS https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/faulty-redirects GoogleWebmaster Tools – Crawl – Crawl Errors – Smart Phone #MobileReady @Conductor
- 25. 25 MOBILE OPTIMIZATION DO NOTBLOCK 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 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 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 MOBILE OPTIMIZATION 404 HANDLING Ifa 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 MOBILE OPTIMIZATION RELEVANT LINKSTO MOBILE PAGES #MobileReady @Conductor
- 30. 30 MOBILE OPTIMIZATION USE PROPERADVERTISING 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 Ensure your organizationis 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 MEASURING AND UNDERSTANDINGTHE DELTAS
- 33. 33 ARE YOU MOBILEFRIENDLY ?
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- 35. 35 SEARCHLIGHT MOBILE FRIENDLYREPORTING 35 #MobileReady @Conductor
- 36. 36 SEARCHLIGHT MOBILE FRIENDLYREPORTING 36 #MobileReady @Conductor
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- 38. 38 HOW ABOUT YOURCOMPETITORS?
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- 42. 42 · Use thequestions 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 · Managing ExecutiveExpectations · 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 Brian McDowell @Brian_McDowell Director ofSearch Intelligence & Co-Founder Conductor SPEAKERS Sheridan Orr @SheridanOrr Senior Director, Product Marketing Conductor #MobileReady @Conductor
- 45. 45 REFERENCES Google Mobile SEOfor 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