The document discusses various topics related to mobile SEO. It explains how mobile search rankings can differ from desktop rankings, with factors like less content above the fold, expandable sub-links, and local influence playing a bigger role. It also discusses different approaches to mobile site architecture like responsive design versus separate mobile sites. Optimizing for page speed is important, and techniques like designing mobile-first, removing unnecessary code, minimizing file sizes and requests are recommended. The role of HTTP headers, caching strategies, and optimizing the mobile user experience are also covered.

1. Mobile SEO GeekOut
CINDY KRUM
MOBILEMOXIE
MOZCON 2014

3. Mobile
Stuff!

6. Mobile Out-Pacing Desktop

7. Expand Your Appeal

8. BS Stats on Mobile & Apps
Your Smartphone is
OBVIOUSLY not
making you
smarter!!!

9. How Are Mobile Rankings Different?
Less Room Above the Fold
2 2

10. How Are Mobile Rankings Different?
Expandable Sub-Links

11. How Are Mobile Rankings Different?
PPC has More Impact on SERP

12. How Are Mobile Rankings Different?
More Universals (Esp. Images)

13. How Are Mobile Rankings Different?
More Local Influence

14. How Are Mobile Rankings Different?
Some Mobile & Skip-Redirect Links

15. How Are Mobile Rankings Different?
More Knowledge Graph
Activity
Trusted
Sources

16. How Are Mobile Rankings Different?
Micro-Formats More Important

17. What About Tablets?

18. What About Tablets?

19. How is Mobile SEO Different?

20. Mobile SEO Ranking Factors
MULTIPLE URL MOBILE
75%
10%
10%
5%
Impact On Rankings
Relationship to
Desktop
Schema & Markup
Page Speed
Other
SINGLE URL MOBILE
75%
10%
10%
5%
Impact On Ranking
Normal Stuff
Schema & Markup
Page Speed
Other

21. The Secret Under-Belly of Mobile SEO
◦Crawler Confusion
◦Inefficient Crawls
◦Additional Domain Errors
◦Problematic Indexing

22. The Secret Under-Belly of Mobile SEO
◦Less About Rankings
(per se)
◦More About Successful
Traffic & Interaction

24. mDot Site SEO
‘m.’ and ‘www.’
Urls with User-
Agent Detection
& Redirection and
Bi-Directional
Annotation

25. mDot Site SEO
Desktop Pages:
Rel=Alternate to the
Mobile Pages
Mobile Pages:
Rel=Canonical to the
Mobile Pages

26. Selective Serving Site SEO
One Url With 2
or More HTML
Page Variations,
Sent by the
Server

27. Responsive Design Site SEO
One Url with
Multiple
Styling
Options
Based on
Screen Width

28. The Low-Down on Mobilization Platforms

29. The Low-Down on Mobilization Platforms

30. Google Likes Responsive

31. Google Likes Responsive

32. Google Likes Responsive

33. Here is the Problem

34. Responsive Design Tends to be Slow
But….
Google Prefers
Responsive Design
But…
Google Prefers Fast
Mobile Pages

35. Slow is Always Bad in Mobile
Hurts
Crawl
Efficiency
Fewer
Pages are
Indexed
Slows
the
Crawler
High Mobile
Bounces
High Site
Abandonment
Hurts UX

36. Knowing When to Choose Responsive
Easier Harder

37. So How Do you
Minimize Page Speed?

38. Design for Mobile First

39. Remove Unnecessary Code
Tool: Google PageSpeed Chrome Plugin

40. Minimize File Size – CSS, HTML, JS
Compress

41. Minimize File Size – Images
Winner!Winner!

42. Consolidate Round Trip Requests

43. Optimize Load Order
1. Inline JS and CSS for
above the fold content
2. External CSS Calls
3. External JS Calls
4. Defer or asynchronously
load JS content below
the fold

45. Set Up HTTP Headers Correctly
◦Proxy & Browser
Caching
◦Varies: User-Agent

46. Browser & Proxie Caching
BROWSER CACHING
PROXY CACHING

47. Understanding Varies: User-Agent
• Great for ALL Sites with
Mobile Content
• Impacts CDN Caching
Multiple Urls
Redirection to ‘m.’
Bi-Directional
Annotation
One Url
Responsive Design
Selective Serving
HTTP Header
‘varies: user-agent’’

48. Optimizing UX

49. Optimizing UX
Single Page Mobile
Site Architecture?
OMG – it’s like a
Flash site back in
The Day! Maybe
that guy can help!

50. Maximizing Social

51. Maximizing Social

52. Hummingbird & Voice Search
oGoogle Has been Investing
in Voice Search for Years
oGoogle believes people
search for answers – not
Websites.
oVoice Search Enables More
Searches & More Devices

53. Schema, Knowledge Graph & Entity Search

54. Importance of Google Now
oLocation Relevant
& Synced Cross
Device
oCombs Searches,
Social, Calendar &
Email to Anticipate
Needs

55. Wearables Are Mobile Too