We live in a world where over half of Google's US search traffic comes from mobile devices, making it critical for Google to serve the mobile user's needs. You may have heard that Google officially announced their move towards a "mobile-first index" in November 2016 and you've almost certainly noticed that Google stopped featuring desktop ads on the right of the screen, more closely aligning their desktop search ads with their mobile layout. But what does this mean for your role as a search engine marketer? This Meetup will deliver actionable strategies that you can put in place to ensure you're effectively optimizing your organic and paid search campaigns for mobile. We will also discuss how and when to use Accelerated Mobile Pages (AMP), tips to increase conversions across all device types, mobile-friendly ad extensions to test, ways to report on mobile and measure success, and how the rise of voice search may impact the industry.

1. How to Survive Mobilegeddon: A Guide to
Mobile SEO
Meghan Furey
@meg_furey
Anthony Caccavale
@VTCaccavale
@KnucklepuckDC

4. ...and Rickrolling

6. Now Let’s Talk Mobile

7. Why is Mobile SEO Essential?
More Google searches take place on mobile devices than on computers in
10 countries including the US and Japan. (but we all knew this...right?)
34% of online purchases happen on mobile device
This year, according to PayPal, ⅓ of Thanksgiving & Black Friday sales came
from mobile
In November 2016, Google began testing mobile-first index
Mobile page becomes primary determinant for ranking

8. How Much Effort Should You Focus on Your
Mobile SEO?
It depends…
Is mobile crucial to your business?
What is your percentage of traffic coming from mobile? Percentage of
conversions?
Has the percentage of mobile users increased?

9. What Type of Mobile Site?
Responsive
Pros: One URL; Google <3; no redirects; no additional meta data
Cons: might have an issue with pagespeed; might have some
coding issues
Dynamic serving
Pros: One URL; different content shown to user depending on
device
Cons: Might be a little tricky from a technical standpoint (Vary:
User-Agent)
Mobile content

10. Pagespeed
If a site loads for more than 3 seconds a user will more than likely leave
Leverage tools at your disposal...

11. Pagespeed Tools & Tips
Tools:
Become BFFLs with your dev team
Google Pagespeed Insights
WebPagetest
Google Analytics
Common Tips:
Compress Images
Prioritize visible content
Leverage caching

12. Accelerated Mobile Pages (AMP)
The new buzzword for SEO
Brand new mobile framework
Advantages
Fast
Great if you don’t have a Dev team
Appear in mobile search carousel
Disadvantages
Still in infancy

13. Interstitial Penalty
Google is trying to make mobile sites
more user friendly
Google will be “penalizing” mobile sites
using interstitials
>25% of of page
Rolled out in November 2016
There are workarounds
Yelp

14. Viewing Mobile on Desktop
Chrome Developer Tools
Already built into Chrome
Mimics Apple products, Responsive design, Android
and Blackberry

15. Viewing Mobile on Desktop
User-Agent Switcher for Chrome
Chrome extension
Easier to use
Mimics Apple products, Responsive design, Android and Blackberry
Can be a bit buggy

16. Performance:
Google Analytics
Pagespeed:
Google Analytics
Google Pagespeed Insights
WebPagetest
Mobile Usability:
Google Search Console
Google Mobile-Friendly Test
Chrome Developer Tools
User-Agent Switcher for Chrome
Mobile SEO Tools
Crawling:
Screaming Frog
AMP:
Google Search Console
Validator.AMPProject.org
Structured Data:
Google Search Console
Google Structured Data Testing Tool
Yandex Structured Data Validator

17. Optimize for Local Searches
88% of smartphone users have conducted local
searches
Local searches lead 50% of mobile site visitors to visit
stores within one day
18% of local mobile searches lead to a sale within one
day
The goal = Google Map Pack

18. Local-Focused Content
City & State in Title Tag
City & State in Meta Description
City & State in H1
City & State in URL
Adding City & State in content
Adding City & State in relevant alt tags
Embedded Google Map

19. Local Citations

20. Local Linkbuilding
Local Blogs
Online News Sources
Community/Township Sites
Other Local Businesses
Local Related Organizations

21. Rich Snippets & Structured Data
Enhances organic listings
Provides additional, relevant
information for users (ex.
Business address, product
reviews, recipes)

22. Optimizing for Micro-moments

23. Mobile-Friendly Content
Offer Easy-to-Digest & Shareable Information
Headline
Summary
Short paragraphs
Images
Lists/bullets
Pointing out key takeaways (bold, italics)
Social icon for easy sharing

24. Title Tags
Take Advantage of Length - Up to 78 Characters!
Keyword Research
Consider Words that Convert Audience

25. Mobile UX
Research Your Audience
CrazyEgg.com
UserTesting.com
HotJar.com
A/B Test

26. Mobile UX Wins
Short Headlines
Simple Navigation Menus
Make Site Search Visible & Easy to
Use (Consider Filters)
Fat-Finger CTAs
Accordions & Drop-Down Menus
Minimize Required Fields on Forms

27. Mobile UX

28. Mobile UX

29. Any questions?