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MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




           Best Practices & Opportunities to make the most out of



           MOBILE SEO
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                 I’m Aleyda Solis




                                    SEO AT SEER INTERACTIVE
                    INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER
                    aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                         I’M HERE TO SPEAK ABOUT

                  G   GOING MOBILE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




   Mobile is
  BOOOMING
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                               BUT HOW TO GO

                            MOBILE?
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                              mmm…
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                   mmmmmmm…
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                                           MOBILE
                                                           IS SOOOO
                                                     CONFUSING!
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                ANALYZE FIRST

DO A MOBILE SEO ANALYSIS
          TO UNDERSTAND YOUR CURRENT MOBILE SITUATION
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                   USE YOUR

          GOOGLE ANALYTICS
                            MOBILE TRAFFIC DATA
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




         VERIFY YOUR MOBILE TRAFFIC
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




         VERIFY YOUR MOBILE TRAFFIC


                               Compare your
              (Volumes & Trends) of (Traffic & Conversions) from
            (Mobile, Mobile Organic, Desktop & Desktop Organic)
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




         VERIFY YOUR MOBILE DEVICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




         VERIFY YOUR MOBILE DEVICES


                               Compare your
                     (Volume & Trends) of (Devices) from
                   (Mobile Organic & General Mobile Users).
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                VERIFY YOUR
         MOBILE KEYWORDS & PAGES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                VERIFY YOUR
         MOBILE KEYWORDS & PAGES

                            Compare your Organic
                       (Keywords & Landing Pages) from
                             (Mobile & Desktop).
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                     USE A

            MOBILE EMULATOR
                    LIKE THE OPERA MOBILE EMULATOR
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



               VERIFY YOUR
       MOBILE VISIBILITY & USABILITY
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



               VERIFY YOUR
       MOBILE VISIBILITY & USABILITY


                        Check how your Web content
           (Text, Menu, Images, Videos) is (Displayed & Executed).
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                   USE YOUR

GOOGLE WEBMASTER TOOLS
                            MOBILE SEARCH DATA
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                  VERIFY YOUR
            MOBILE SEARCH VISIBILITY
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                  VERIFY YOUR
            MOBILE SEARCH VISIBILITY

                                 Compare your
                        (Top Queries & Top Pages) from
                         (Mobile & Web) search results.
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                   IDENTIFY
            MOBILE CRAWLING ISSUES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                   IDENTIFY
            MOBILE CRAWLING ISSUES


                 Look for Mobile Crawling Errors on your site
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       WHAT GOOGLEBOT MOBILE
     IDENTIFIES OF YOUR TOP PAGES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       WHAT GOOGLEBOT MOBILE
     IDENTIFIES OF YOUR TOP PAGES


Verify the HTTP status code and HTML your providing to Googlebot Mobile
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                     USE A

                   WEB CRAWLER
                           LIKE SCREAMING FROG
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




    CHECK HOW GOOGLEBOT MOBILE
          CRAWLS YOUR SITE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




    CHECK HOW GOOGLEBOT MOBILE
          CRAWLS YOUR SITE

Analyze how pages are followed, if there are any redirects and the information
            shown in the pages elements to Googlebot Mobile.
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                     USE A

       USER AGENT SWITCHER
  LIKE THE ULTIMATE USER AGENT SWITCHER ADD-ON FOR CHROME
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                  CHECK YOUR
             MOBILE SEARCH RESULTS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                  CHECK YOUR
             MOBILE SEARCH RESULTS


      Compare your (Titles, Descriptions, URLs, Snippets, Competitors)
               from (Mobile, Tablet & Web) search results.
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                     USE A

                    SEO TOOLBAR
                        LIKE THE SEOMOZ TOOLBAR
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



        IDENTIFY THE POPULARITY OF
       YOUR MOBILE RANKING PAGES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



        IDENTIFY THE POPULARITY OF
       YOUR MOBILE RANKING PAGES


             Verify the (Domain, Page Authority & External Links)
              from your (Mobile Ranking Pages & Competitors)
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                 NOW YOU KNOW ABOUT YOUR CURRENT

            MOBILE SITUATION
                              LET’S CONTINUE…
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                               RESEARCH YOUR

MOBILE SEARCH AUDIENCE
       IT’S TIME TO DISCOVER YOUR MOBILE SEARCH POTENTIAL
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                  USE DIVERSE

               KEYWORD TOOLS
             LIKE SEMRUSH, UBERSUGGEST, SEARCHMETRICS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



      IDENTIFY RELEVANT KEYWORDS
             TO YOUR WEBSITE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



      IDENTIFY RELEVANT KEYWORDS
             TO YOUR WEBSITE

 Identify relevant keywords ideas not only using your Website, but also your
                                competitors
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                    USE THE

   GOOGLE KEYWORD TOOL
          TO VERIFY THE KEYWORDS MOBILE SEARCH VOLUME
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       CHECK THE MOBILE SEARCH
      VOLUME FOR YOUR KEYWORDS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       CHECK THE MOBILE SEARCH
      VOLUME FOR YOUR KEYWORDS


                Use the Keywords that are already giving you
    Mobile Traffic and Search Visibility and the ones you identified before
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                NOW YOU HAVE A BETTER VISION OF YOUR

MOBILE SEARCH POTENTIAL
       IT’S TIME TO SELECT THE BEST MOBILE WEB APPROACH…
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                IDENTIFY YOUR

    MOBILE WEB APPROACH
         THE ONE THAT IS MORE SUITABLE TO YOUR SITUATION
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



        VALIDATE YOUR MOBILE
     REQUIREMENTS & RESTRICTIONS
 DESIRED MOBILE CONTENT, FUNCTIONALITY & OFFERING



                MOBILE WEB DEVELOPMENT CAPACITY      YOUR MOBILE WEBSITE APPROACH



 IDENTIFIED MOBILE AUDIENCE MOBILE USAGE & PROFILE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     AND MATCH WITH THE DIFFERENT
       MOBILE WEB ALTERNATIVES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                 TO SELECT YOUR
              MOBILE WEB APPROACH
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                       WITH A BETTER VISION OF THE

MOBILE WEB APPROACHES
            LET’S LEARN ABOUT THEIR SEO BEST PRACTICES…
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




       THERE ARE GENERAL & SPECIFIC
        MOBILE SEO BEST PRACTICES

                RESPONSIVE WEB      DYNAMIC SERVING       PARALLEL MOBILE WEB
              SEO GOOD PRACTICES   SEO GOOD PRACTICES     SEO GOOD PRACTICES

                             GENERAL MOBILE SEO BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




          THERE ARE GENERAL & SPECIFIC
           MOBILE SEO BEST PRACTICES

                     RESPONSIVE WEB      DYNAMIC SERVING       PARALLEL MOBILE WEB
                   SEO GOOD PRACTICES   SEO GOOD PRACTICES     SEO GOOD PRACTICES

                                  GENERAL MOBILE SEO BEST PRACTICES

LET’S START WITH THE
  GENERAL ONES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




          THERE ARE GENERAL & SPECIFIC
           MOBILE SEO BEST PRACTICES

                     RESPONSIVE WEB      DYNAMIC SERVING       PARALLEL MOBILE WEB     AND CONTINUE
                   SEO GOOD PRACTICES   SEO GOOD PRACTICES     SEO GOOD PRACTICES    WITH THE SPECIFICAL
                                                                                     FOR EACH APPROACH
                                  GENERAL MOBILE SEO BEST PRACTICES

LET’S START WITH THE
  GENERAL ONES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                               START WITH THE

       GENERAL MOBILE SEO
                               BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




  OPTIMIZE YOUR MOBILE WEB SPEED
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




  OPTIMIZE YOUR MOBILE WEB SPEED


 Use PageSpeed Insights Mobile Filter to verify your Mobile site speed and
                receive recommendations to improve it
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       FOLLOW GOOGLE’S MOBILE
     PERFORMANCE BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       FOLLOW GOOGLE’S MOBILE
     PERFORMANCE BEST PRACTICES


                               Check them
     https://developers.google.com/speed/docs/best-practices/mobile
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



        DESIGN & ORGANIZE FOR YOUR
             MOBILE INTERFACE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



        DESIGN & ORGANIZE FOR YOUR
             MOBILE INTERFACE

  Beware of elements (flash, interstitials) that are not correctly displayed or
             provide a bad mobile user and search experience
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



    OPTIMIZE YOUR MOBILE PAGES
  RELEVANCE TARGETING KEYWORDS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



    OPTIMIZE YOUR MOBILE PAGES
  RELEVANCE TARGETING KEYWORDS

Take into consideration the limitations that titles and meta descriptions might
                         have in Mobile search results
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     USE STRUCTURED DATA FOR YOUR
            MOBILE CONTENT
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     USE STRUCTURED DATA FOR YOUR
            MOBILE CONTENT


                         Check their specifications
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     CREATE A GOOGLE+ PRESENCE IF
       YOU’RE A LOCAL BUSINESS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     CREATE A GOOGLE+ PRESENCE IF
       YOU’RE A LOCAL BUSINESS


                                    Go to
                      http://www.google.com/+/business/
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                          NOW YOU KNOW ABOUT

       GENERAL MOBILE SEO
  LET’S SEE THE BEST PRACTICES FOR EACH MOBILE WEB APPROACH
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                 IT’S TIME FOR

              RESPONSIVE WEB
                        MOBILE SEO BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




    WHAT’S RESPONSIVE WEB DESIGN
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




    WHAT’S RESPONSIVE WEB DESIGN


  Web design approach that uses CSS3 Media Queries to display a flexible
         design that automatically adapts to the devices screen size
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




    WHAT’S RESPONSIVE WEB DESIGN


                   Verify a Website Responsiveness with
  http://mattkersley.com/responsive/ or http://responsive.victorcoulon.fr/
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



FOLLOW GOOGLE’S RESPONSIVE WEB
        BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



FOLLOW GOOGLE’S RESPONSIVE WEB
        BEST PRACTICES


    http://googlewebmastercentral.blogspot.com/       https://developers.google.com/webmasters/
 2012/04/responsive-design-harnessing-power-of.html            smartphone-sites/javascript
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       RESPONSIVE WEB PROS & CONS

    PROS
                                             CONS
    No risk of content duplication
                                             Possible redesign need
    Easier and cheaper to maintain
                                             No possibility of content differentiation
    Popularity consolidation
                                             Less optimization of Mobile UX
    No need for redirects
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         RESPONSIVE WEB PROS & CONS

       PROS
                                                CONS
If   your risk of content duplication and Keywords are the same than your Desktop
       No Mobile Web Offering
                                                Possible redesign need
       Easier andand you have the technical capacity to implement it,
                   cheaper to maintain
                                                No possibility of content differentiation
       Popularity consolidation
                       then this is the best Mobile Web alternative
       No need for redirects
                                                Less optimization of Mobile UX
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



  LEVERAGE CMS & FRAMEWORKS TO
          GO RESPONSIVE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



  LEVERAGE CMS & FRAMEWORKS TO
          GO RESPONSIVE


         Use Frameworks like http://twitter.github.com/bootstrap/ or
           CMS that support responsive templates like Wordpress
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



 ALLOW CSS, IMAGES & JS CRAWLING



                           Allow the crawling of your CSS, Images & JS so
                           Google can identify you’re following a Responsive
                           Web approach
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



MOBILE WEB SPEED & VISUALIZATION
      NEED MORE ATTENTION


                                                 The HTML will be the same
                                                 than for your Desktop version
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                            NOW YOU KNOW THE

              RESPONSIVE WEB
                      MOBILE SEO BEST PRACTICES…
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                             LET’S LEARN ABOUT

            DYNAMIC SERVING
                        MOBILE SEO BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



           WHAT’S DYNAMIC SERVING
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



           WHAT’S DYNAMIC SERVING


Your Web server responds with a different HTML in the same URL depending
          if it’s a Mobile or Desktop user agent requesting the page
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     DYNAMIC SERVING PROS & CONS

    PROS                                       CONS
    No risk of content duplication             Complexity of technical implementation
    Capacity to differentiate mobile content   Higher cost of maintenance
    Popularity consolidation
    Better Mobile UX
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     DYNAMIC SERVING PROS & CONS

     PROS                                       CONS
If you want to provide a highly differentiated content, functionality and user
     No risk of content duplication             Complexity of technical implementation
experience to differentiate mobile content if you can’t implement responsive Web
     Capacity to your mobile visitors or        Higher cost of maintenance
     Popularity consolidation
   because of technical restrictions then dynamic serving is the alternative.
     Better Mobile UX
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         ADD THE VARY HTTP HEADER
               TO YOUR URLS


                                                 This will help Google to identify
                                                 you’re serving content
                                                 depending on the user agent
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         ADD THE VARY HTTP HEADER
               TO YOUR URLS

You can use http://www.web-sniffer.net/ or the Fetch as Googlebot option in
                                             This will help Google to identify
           Google Webmaster Tools to verify the HTTP Header.
                                             you’re serving content
                                             depending on the user agent
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         EFFECTIVELY DETECT & SERVE
                USER AGENTS


                                               Avoid cloaking by serving always
                                               the same content to both visitors
                                               and bots of the same type
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         EFFECTIVELY DETECT & SERVE
                USER AGENTS

               Check Google’s recommendation for redirects
  https://developers.google.com/webmasters/smartphone-sites/common-
                                         Avoid cloaking by serving always
                                mistakes the same content to both visitors
                                               and bots of the same type
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                            NOW YOU KNOW THE

            DYNAMIC SERVING
                        MOBILE SEO BEST PRACTICES
7
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                LET’S MOVE TO

      PARALLEL MOBILE WEB
                             SEO BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     WHAT’S A PARALLEL MOBILE WEB
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     WHAT’S A PARALLEL MOBILE WEB


 You create a specific Mobile site structure with its own URLs under an “m”
   subdomain, redirecting users and bots to their appropriate version if
                                  necessary.
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



 PARALLEL MOBILE WEB PROS & CONS

   PROS                                       CONS
   Easier Implementation                      Content duplication risk
   Capacity to differentiate mobile content   Split of link popularity risk
   Better Mobile UX                           Additional crawling and indexing effort
                                              Higher cost of maintenance
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



 PARALLEL MOBILE WEB PROS & CONS

   PROS                                     CONS
If you want to provide a highly differentiated content, functionality and user
   Easier Implementation                    Content duplication risk
    experience to your mobile visitors but Split of link popularity risk a Dynamic
   Capacity to differentiate mobile content you can’t implement
Serving Mobile UXversion due to technical restrictions, thenand indexing effort
   Better Mobile                            Additional crawling this is your option.
                                            Higher cost of maintenance
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     HOW REDIRECTS SHOULD WORK
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



       CREATE A CLEAN & CONSISTENT
          MOBILE URL STRUCTURE

                                           Keep mobile URLs descriptive and
                                           short, under an “m” subdomain,
                                           reflecting the Desktop URLs
                                           organization, which will facilitate
                                           redirects & tracking.
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



  ADD REL ALTERNATE & CANONICAL
       ANNOTATIONS IN URLS

                                                 Refer each Mobile URL to its
                                                 desktop version and viceversa,
                                                 by adding the rel alternate &
                                                 canonical annotations
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



  ADD REL ALTERNATE & CANONICAL
       ANNOTATIONS IN URLS

                                          Refer each Mobile URL to its
                     Follow Google’s recommendation
                                          desktop version and viceversa,
    https://developers.google.com/webmasters/smartphone-sites/details
                                          by adding the rel alternate &
                                          canonical annotations
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



ADD REL ALTERNATE ANNOTATION IN
      DESKTOP XML SITEMAPS

                                                You can also refer from your
                                                Desktop to their Mobile URL
                                                versions with the rel alternate
                                                annotation in the XML Sitemap
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



     LINK BETWEEN YOUR DESKTOP &
            MOBILE VERSIONS

                                          Implement links using cookies to
                                          avoid redirects loops
7
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                            NOW YOU KNOW THE

      PARALLEL MOBILE WEB
                             SEO BEST PRACTICES
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                AND HAVE A VISION ABOUT
                HOW TO DO MOBILE SEO

                  RESPONSIVE WEB      DYNAMIC SERVING       PARALLEL MOBILE WEB   AND ALSO THESE!
                SEO GOOD PRACTICES   SEO GOOD PRACTICES     SEO GOOD PRACTICES

                               GENERAL MOBILE SEO BEST PRACTICES
  YOU KNOW
  ABOUT THESE
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA


       SO YOU’RE READY TO DO MOBILE SEO?




   TELL ME MORE ABOUT HOW YOU’RE GOING TO
              ACHIEVE A HIGH MOBILE SEO ROI
8
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                               IT’S ALSO ABOUT

 MEASURING & IMPROVING
           YOUR MOBILE WEBSITE & SEO PROCESS OVER TIME
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



          CONSISTENTLY TRACK YOUR
            MOBILE WEB ACTIVITY
                                             Go back to Google Analytics &
                                             Google Webmaster Tools
                                             frequently to verify the evolution
                                             of your Mobile SEO optimization
                                             efforts
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



          CONSISTENTLY TRACK YOUR
            MOBILE WEB ACTIVITY
                                       Go back to Google Analytics &
                                       Google Webmaster Tools
                                       frequently to verify the evolution
 Create a Dashboard to verify which Mobile keywords & pages are ranking
                                       of your Mobile SEO optimization
     and converting over time and optimize your process accordingly
                                       efforts
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         VERIFY YOUR MOBILE SEO ROI

                                            >
                 REVENUE                                  COSTS
              FROM MOBILE WEB CONVERSIONS               OF MOBILE WEB PRESENCE
                         VISITS                            MOBILE WEB DESIGN
                         CLICKS                  MOBILE WEB DEVELOPMENT & MAINTENANCE
                     REGISTRATIONS                   MOBILE CONTENT & OPTIMIZATION
                         SALES                            MOBILE SEO ANALYSIS
                          ETC                                     ETC




                     MOBILE SEO ROI
                                            =   REVENUE - COSTS
                                                        COSTS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



         VERIFY YOUR MOBILE SEO ROI

                                            >
                 REVENUE                                  COSTS
              FROM MOBILE WEB CONVERSIONS               OF MOBILE WEB PRESENCE
                         VISITS                            MOBILE WEB DESIGN
                         CLICKS                  MOBILE WEB DEVELOPMENT & MAINTENANCE
                     REGISTRATIONS                   MOBILE CONTENT & OPTIMIZATION
                         SALES                            MOBILE SEO ANALYSIS

                      ... And make sure it’s Positive over time
                          ETC                                     ETC




                     MOBILE SEO ROI
                                            =   REVENUE - COSTS
                                                        COSTS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



   EVOLVE THE MOBILE SEO PROCESS
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



   EVOLVE THE MOBILE SEO PROCESS



                         You know how to do it now...
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA




                                    LET’S GO



                    MOBILE!
MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA



                                    THANKS




                             QUESTIONS?
                   aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

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Make the Most of Mobile SEO with Proven Best Practices

  • 1. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA Best Practices & Opportunities to make the most out of MOBILE SEO
  • 2. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA I’m Aleyda Solis SEO AT SEER INTERACTIVE INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com
  • 3. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA I’M HERE TO SPEAK ABOUT G GOING MOBILE
  • 4. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA Mobile is BOOOMING
  • 5. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA BUT HOW TO GO MOBILE?
  • 6. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA mmm…
  • 7. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA mmmmmmm…
  • 8. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA MOBILE IS SOOOO CONFUSING!
  • 9. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA
  • 10. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ANALYZE FIRST DO A MOBILE SEO ANALYSIS TO UNDERSTAND YOUR CURRENT MOBILE SITUATION
  • 11. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE YOUR GOOGLE ANALYTICS MOBILE TRAFFIC DATA
  • 12. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE TRAFFIC
  • 13. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE TRAFFIC Compare your (Volumes & Trends) of (Traffic & Conversions) from (Mobile, Mobile Organic, Desktop & Desktop Organic)
  • 14. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE DEVICES
  • 15. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE DEVICES Compare your (Volume & Trends) of (Devices) from (Mobile Organic & General Mobile Users).
  • 16. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE KEYWORDS & PAGES
  • 17. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE KEYWORDS & PAGES Compare your Organic (Keywords & Landing Pages) from (Mobile & Desktop).
  • 18. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE A MOBILE EMULATOR LIKE THE OPERA MOBILE EMULATOR
  • 19. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE VISIBILITY & USABILITY
  • 20. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE VISIBILITY & USABILITY Check how your Web content (Text, Menu, Images, Videos) is (Displayed & Executed).
  • 21. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE YOUR GOOGLE WEBMASTER TOOLS MOBILE SEARCH DATA
  • 22. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE SEARCH VISIBILITY
  • 23. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE SEARCH VISIBILITY Compare your (Top Queries & Top Pages) from (Mobile & Web) search results.
  • 24. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY MOBILE CRAWLING ISSUES
  • 25. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY MOBILE CRAWLING ISSUES Look for Mobile Crawling Errors on your site
  • 26. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT GOOGLEBOT MOBILE IDENTIFIES OF YOUR TOP PAGES
  • 27. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT GOOGLEBOT MOBILE IDENTIFIES OF YOUR TOP PAGES Verify the HTTP status code and HTML your providing to Googlebot Mobile
  • 28. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE A WEB CRAWLER LIKE SCREAMING FROG
  • 29. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CHECK HOW GOOGLEBOT MOBILE CRAWLS YOUR SITE
  • 30. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CHECK HOW GOOGLEBOT MOBILE CRAWLS YOUR SITE Analyze how pages are followed, if there are any redirects and the information shown in the pages elements to Googlebot Mobile.
  • 31. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE A USER AGENT SWITCHER LIKE THE ULTIMATE USER AGENT SWITCHER ADD-ON FOR CHROME
  • 32. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CHECK YOUR MOBILE SEARCH RESULTS
  • 33. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CHECK YOUR MOBILE SEARCH RESULTS Compare your (Titles, Descriptions, URLs, Snippets, Competitors) from (Mobile, Tablet & Web) search results.
  • 34. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE A SEO TOOLBAR LIKE THE SEOMOZ TOOLBAR
  • 35. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY THE POPULARITY OF YOUR MOBILE RANKING PAGES
  • 36. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY THE POPULARITY OF YOUR MOBILE RANKING PAGES Verify the (Domain, Page Authority & External Links) from your (Mobile Ranking Pages & Competitors)
  • 37. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA NOW YOU KNOW ABOUT YOUR CURRENT MOBILE SITUATION LET’S CONTINUE…
  • 38. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA RESEARCH YOUR MOBILE SEARCH AUDIENCE IT’S TIME TO DISCOVER YOUR MOBILE SEARCH POTENTIAL
  • 39. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE DIVERSE KEYWORD TOOLS LIKE SEMRUSH, UBERSUGGEST, SEARCHMETRICS
  • 40. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY RELEVANT KEYWORDS TO YOUR WEBSITE
  • 41. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY RELEVANT KEYWORDS TO YOUR WEBSITE Identify relevant keywords ideas not only using your Website, but also your competitors
  • 42. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE THE GOOGLE KEYWORD TOOL TO VERIFY THE KEYWORDS MOBILE SEARCH VOLUME
  • 43. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CHECK THE MOBILE SEARCH VOLUME FOR YOUR KEYWORDS
  • 44. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CHECK THE MOBILE SEARCH VOLUME FOR YOUR KEYWORDS Use the Keywords that are already giving you Mobile Traffic and Search Visibility and the ones you identified before
  • 45. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA NOW YOU HAVE A BETTER VISION OF YOUR MOBILE SEARCH POTENTIAL IT’S TIME TO SELECT THE BEST MOBILE WEB APPROACH…
  • 46. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IDENTIFY YOUR MOBILE WEB APPROACH THE ONE THAT IS MORE SUITABLE TO YOUR SITUATION
  • 47. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VALIDATE YOUR MOBILE REQUIREMENTS & RESTRICTIONS DESIRED MOBILE CONTENT, FUNCTIONALITY & OFFERING MOBILE WEB DEVELOPMENT CAPACITY YOUR MOBILE WEBSITE APPROACH IDENTIFIED MOBILE AUDIENCE MOBILE USAGE & PROFILE
  • 48. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA AND MATCH WITH THE DIFFERENT MOBILE WEB ALTERNATIVES
  • 49. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA TO SELECT YOUR MOBILE WEB APPROACH
  • 50. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WITH A BETTER VISION OF THE MOBILE WEB APPROACHES LET’S LEARN ABOUT THEIR SEO BEST PRACTICES…
  • 51. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA THERE ARE GENERAL & SPECIFIC MOBILE SEO BEST PRACTICES RESPONSIVE WEB DYNAMIC SERVING PARALLEL MOBILE WEB SEO GOOD PRACTICES SEO GOOD PRACTICES SEO GOOD PRACTICES GENERAL MOBILE SEO BEST PRACTICES
  • 52. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA THERE ARE GENERAL & SPECIFIC MOBILE SEO BEST PRACTICES RESPONSIVE WEB DYNAMIC SERVING PARALLEL MOBILE WEB SEO GOOD PRACTICES SEO GOOD PRACTICES SEO GOOD PRACTICES GENERAL MOBILE SEO BEST PRACTICES LET’S START WITH THE GENERAL ONES
  • 53. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA THERE ARE GENERAL & SPECIFIC MOBILE SEO BEST PRACTICES RESPONSIVE WEB DYNAMIC SERVING PARALLEL MOBILE WEB AND CONTINUE SEO GOOD PRACTICES SEO GOOD PRACTICES SEO GOOD PRACTICES WITH THE SPECIFICAL FOR EACH APPROACH GENERAL MOBILE SEO BEST PRACTICES LET’S START WITH THE GENERAL ONES
  • 54. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA START WITH THE GENERAL MOBILE SEO BEST PRACTICES
  • 55. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA OPTIMIZE YOUR MOBILE WEB SPEED
  • 56. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA OPTIMIZE YOUR MOBILE WEB SPEED Use PageSpeed Insights Mobile Filter to verify your Mobile site speed and receive recommendations to improve it
  • 57. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA FOLLOW GOOGLE’S MOBILE PERFORMANCE BEST PRACTICES
  • 58. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA FOLLOW GOOGLE’S MOBILE PERFORMANCE BEST PRACTICES Check them https://developers.google.com/speed/docs/best-practices/mobile
  • 59. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA DESIGN & ORGANIZE FOR YOUR MOBILE INTERFACE
  • 60. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA DESIGN & ORGANIZE FOR YOUR MOBILE INTERFACE Beware of elements (flash, interstitials) that are not correctly displayed or provide a bad mobile user and search experience
  • 61. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA OPTIMIZE YOUR MOBILE PAGES RELEVANCE TARGETING KEYWORDS
  • 62. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA OPTIMIZE YOUR MOBILE PAGES RELEVANCE TARGETING KEYWORDS Take into consideration the limitations that titles and meta descriptions might have in Mobile search results
  • 63. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE STRUCTURED DATA FOR YOUR MOBILE CONTENT
  • 64. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA USE STRUCTURED DATA FOR YOUR MOBILE CONTENT Check their specifications http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170
  • 65. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CREATE A GOOGLE+ PRESENCE IF YOU’RE A LOCAL BUSINESS
  • 66. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CREATE A GOOGLE+ PRESENCE IF YOU’RE A LOCAL BUSINESS Go to http://www.google.com/+/business/
  • 67. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA NOW YOU KNOW ABOUT GENERAL MOBILE SEO LET’S SEE THE BEST PRACTICES FOR EACH MOBILE WEB APPROACH
  • 68. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IT’S TIME FOR RESPONSIVE WEB MOBILE SEO BEST PRACTICES
  • 69. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S RESPONSIVE WEB DESIGN
  • 70. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S RESPONSIVE WEB DESIGN Web design approach that uses CSS3 Media Queries to display a flexible design that automatically adapts to the devices screen size
  • 71. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S RESPONSIVE WEB DESIGN Verify a Website Responsiveness with http://mattkersley.com/responsive/ or http://responsive.victorcoulon.fr/
  • 72. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA FOLLOW GOOGLE’S RESPONSIVE WEB BEST PRACTICES
  • 73. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA FOLLOW GOOGLE’S RESPONSIVE WEB BEST PRACTICES http://googlewebmastercentral.blogspot.com/ https://developers.google.com/webmasters/ 2012/04/responsive-design-harnessing-power-of.html smartphone-sites/javascript
  • 74. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA RESPONSIVE WEB PROS & CONS PROS CONS No risk of content duplication Possible redesign need Easier and cheaper to maintain No possibility of content differentiation Popularity consolidation Less optimization of Mobile UX No need for redirects
  • 75. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA RESPONSIVE WEB PROS & CONS PROS CONS If your risk of content duplication and Keywords are the same than your Desktop No Mobile Web Offering Possible redesign need Easier andand you have the technical capacity to implement it, cheaper to maintain No possibility of content differentiation Popularity consolidation then this is the best Mobile Web alternative No need for redirects Less optimization of Mobile UX
  • 76. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA LEVERAGE CMS & FRAMEWORKS TO GO RESPONSIVE
  • 77. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA LEVERAGE CMS & FRAMEWORKS TO GO RESPONSIVE Use Frameworks like http://twitter.github.com/bootstrap/ or CMS that support responsive templates like Wordpress
  • 78. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ALLOW CSS, IMAGES & JS CRAWLING Allow the crawling of your CSS, Images & JS so Google can identify you’re following a Responsive Web approach
  • 79. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA MOBILE WEB SPEED & VISUALIZATION NEED MORE ATTENTION The HTML will be the same than for your Desktop version
  • 80. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA NOW YOU KNOW THE RESPONSIVE WEB MOBILE SEO BEST PRACTICES…
  • 81. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA LET’S LEARN ABOUT DYNAMIC SERVING MOBILE SEO BEST PRACTICES
  • 82. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S DYNAMIC SERVING
  • 83. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S DYNAMIC SERVING Your Web server responds with a different HTML in the same URL depending if it’s a Mobile or Desktop user agent requesting the page
  • 84. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA DYNAMIC SERVING PROS & CONS PROS CONS No risk of content duplication Complexity of technical implementation Capacity to differentiate mobile content Higher cost of maintenance Popularity consolidation Better Mobile UX
  • 85. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA DYNAMIC SERVING PROS & CONS PROS CONS If you want to provide a highly differentiated content, functionality and user No risk of content duplication Complexity of technical implementation experience to differentiate mobile content if you can’t implement responsive Web Capacity to your mobile visitors or Higher cost of maintenance Popularity consolidation because of technical restrictions then dynamic serving is the alternative. Better Mobile UX
  • 86. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ADD THE VARY HTTP HEADER TO YOUR URLS This will help Google to identify you’re serving content depending on the user agent
  • 87. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ADD THE VARY HTTP HEADER TO YOUR URLS You can use http://www.web-sniffer.net/ or the Fetch as Googlebot option in This will help Google to identify Google Webmaster Tools to verify the HTTP Header. you’re serving content depending on the user agent
  • 88. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA EFFECTIVELY DETECT & SERVE USER AGENTS Avoid cloaking by serving always the same content to both visitors and bots of the same type
  • 89. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA EFFECTIVELY DETECT & SERVE USER AGENTS Check Google’s recommendation for redirects https://developers.google.com/webmasters/smartphone-sites/common- Avoid cloaking by serving always mistakes the same content to both visitors and bots of the same type
  • 90. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA NOW YOU KNOW THE DYNAMIC SERVING MOBILE SEO BEST PRACTICES
  • 91. 7 MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA LET’S MOVE TO PARALLEL MOBILE WEB SEO BEST PRACTICES
  • 92. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S A PARALLEL MOBILE WEB
  • 93. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA WHAT’S A PARALLEL MOBILE WEB You create a specific Mobile site structure with its own URLs under an “m” subdomain, redirecting users and bots to their appropriate version if necessary.
  • 94. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA PARALLEL MOBILE WEB PROS & CONS PROS CONS Easier Implementation Content duplication risk Capacity to differentiate mobile content Split of link popularity risk Better Mobile UX Additional crawling and indexing effort Higher cost of maintenance
  • 95. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA PARALLEL MOBILE WEB PROS & CONS PROS CONS If you want to provide a highly differentiated content, functionality and user Easier Implementation Content duplication risk experience to your mobile visitors but Split of link popularity risk a Dynamic Capacity to differentiate mobile content you can’t implement Serving Mobile UXversion due to technical restrictions, thenand indexing effort Better Mobile Additional crawling this is your option. Higher cost of maintenance
  • 96. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA HOW REDIRECTS SHOULD WORK
  • 97. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CREATE A CLEAN & CONSISTENT MOBILE URL STRUCTURE Keep mobile URLs descriptive and short, under an “m” subdomain, reflecting the Desktop URLs organization, which will facilitate redirects & tracking.
  • 98. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ADD REL ALTERNATE & CANONICAL ANNOTATIONS IN URLS Refer each Mobile URL to its desktop version and viceversa, by adding the rel alternate & canonical annotations
  • 99. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ADD REL ALTERNATE & CANONICAL ANNOTATIONS IN URLS Refer each Mobile URL to its Follow Google’s recommendation desktop version and viceversa, https://developers.google.com/webmasters/smartphone-sites/details by adding the rel alternate & canonical annotations
  • 100. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA ADD REL ALTERNATE ANNOTATION IN DESKTOP XML SITEMAPS You can also refer from your Desktop to their Mobile URL versions with the rel alternate annotation in the XML Sitemap
  • 101. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA LINK BETWEEN YOUR DESKTOP & MOBILE VERSIONS Implement links using cookies to avoid redirects loops
  • 102. 7 MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA NOW YOU KNOW THE PARALLEL MOBILE WEB SEO BEST PRACTICES
  • 103. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA AND HAVE A VISION ABOUT HOW TO DO MOBILE SEO RESPONSIVE WEB DYNAMIC SERVING PARALLEL MOBILE WEB AND ALSO THESE! SEO GOOD PRACTICES SEO GOOD PRACTICES SEO GOOD PRACTICES GENERAL MOBILE SEO BEST PRACTICES YOU KNOW ABOUT THESE
  • 104. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA SO YOU’RE READY TO DO MOBILE SEO? TELL ME MORE ABOUT HOW YOU’RE GOING TO ACHIEVE A HIGH MOBILE SEO ROI
  • 105. 8 MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA IT’S ALSO ABOUT MEASURING & IMPROVING YOUR MOBILE WEBSITE & SEO PROCESS OVER TIME
  • 106. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CONSISTENTLY TRACK YOUR MOBILE WEB ACTIVITY Go back to Google Analytics & Google Webmaster Tools frequently to verify the evolution of your Mobile SEO optimization efforts
  • 107. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA CONSISTENTLY TRACK YOUR MOBILE WEB ACTIVITY Go back to Google Analytics & Google Webmaster Tools frequently to verify the evolution Create a Dashboard to verify which Mobile keywords & pages are ranking of your Mobile SEO optimization and converting over time and optimize your process accordingly efforts
  • 108. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE SEO ROI > REVENUE COSTS FROM MOBILE WEB CONVERSIONS OF MOBILE WEB PRESENCE VISITS MOBILE WEB DESIGN CLICKS MOBILE WEB DEVELOPMENT & MAINTENANCE REGISTRATIONS MOBILE CONTENT & OPTIMIZATION SALES MOBILE SEO ANALYSIS ETC ETC MOBILE SEO ROI = REVENUE - COSTS COSTS
  • 109. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA VERIFY YOUR MOBILE SEO ROI > REVENUE COSTS FROM MOBILE WEB CONVERSIONS OF MOBILE WEB PRESENCE VISITS MOBILE WEB DESIGN CLICKS MOBILE WEB DEVELOPMENT & MAINTENANCE REGISTRATIONS MOBILE CONTENT & OPTIMIZATION SALES MOBILE SEO ANALYSIS ... And make sure it’s Positive over time ETC ETC MOBILE SEO ROI = REVENUE - COSTS COSTS
  • 110. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA EVOLVE THE MOBILE SEO PROCESS
  • 111. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA EVOLVE THE MOBILE SEO PROCESS You know how to do it now...
  • 112. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA LET’S GO MOBILE!
  • 113. MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA THANKS QUESTIONS? aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com