With Google's algorithm mobile change, Cindy will walk you through the changes, what they mean for your site and its rankings, and what you should be focusing on going forward. Cindy Krum is the CEO and Founder of MobileMoxie, LLC, and author of Mobile Marketing: Finding Your Customers No Matter Where They Are. She brings fresh and creative ideas to her clients, and regularly speaks at US and international digital marketing events.

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How to be a
Mobile SEO
Super Hero
in a Post 4/21 World

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OMG - What is Going On?

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Surveying the
Mobile
Landscape

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What is the Threat?

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Google’s Goal

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Types of Mobile Sites
mDot Responsive Design Selective Serving Single Page App
Rel=“Alternate”
Rel=“Canonical”

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Desktop Is the Default Canonical
Responsive/Dynamic Serving App Deep LinkingmDot Site
CANONICAL TO DESKTOP

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Honor the Integrity of the Canonical
Internal Links
Self-
Referencing
Canonicals
XML Sitemap301 Redirects
Server Rules

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Settings that Impact Mobile Search
Chrome vs.
Google Now
Location
& Privacy
Android
vs. iOS
Logged
In or Out

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Standard vs. Basic Search Results
Standard Search Results Basic Search Results

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Fundamental 4/21 Changes
Desktop Crawl is for Content &
Desktop Rendering is Canonical
• For mDot Sites
• For Responsive Design &
Selective Serving
• In App Indexing & Deep
Linking
Mobile Crawl focuses on
Rendering Rather Than Content
• Need CSS & JS to
Render
• Rendering is about UX
• Hidden Text & Links
are Devalued

15. Why CSS & JavaScript?

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Why CSS & JavaScript?

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Why CSS & JavaScript?

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Why CSS & JavaScript?

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Testing for “Mobile-Friendly”ness

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Mobile-Friendly Test

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Webmaster Console Fetch & Render

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Webmaster Console Mobile-Friendliness
GET IMAGE 

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Mobile UX Signals
Font Size &
Tap Target Size
View Port Flash & Errors

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Improving Page Speed with Images
Sprites File Size Responsive
Images.org
Image Server
Quality: 85%
Width: 300px
Quality: 70%
Width: 150px
Quality: 326 PPI
Width: 200px

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ResponsiveImages.org
• HTML5 for:
• Crop
• Scale
• Art Director

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Other Recent Changes to the SERP
Featured
Answers
Aggregations
Interactions
EasytoSee
Packs
Cards
Carousels
Expansion
Information
Semantic
Natural
Language
Compound
Search
Entity
Understanding

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Hero's Need a Deeper
Understanding of
‘Intent’

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Intent
Desktop Intent

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Intent
Mobile Intent

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Device – Intent Matters!
It’s a Ranking Factor.

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What Might Indicate Mobile Intent?
1. Voice Search/Natural Language
2. Searches for Apps
3. Local/Map Search
4. News Search
5. Shopping Search
6. Video Search
7. Image Search
8. Find Phone Numbers
9. Music Download Search
10.Media Download Search
11.Fact Search
12.Function Search
13.Search Device
14.Social Interaction

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Answers aka Featured Rich Snippets

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Answers aka Featured Rich Snippits

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Answer Doubles
“Lois Lane is a fictional character
appearing in comic books
published by DC Comics. Created
by writer Jerry Siegel and artist Joe
Shuster, the character first
appeared in Action Comics #1
(June 1938). Lois Lane is an award-
winning journalist and the primary
love interest of Superman.”

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Variable Description Length
(Page Scrape - Not Meta Description)
135
306
134
135
340

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More Interaction from the SERP

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More Interaction from the SERP

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Identity Queries & Card Results

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Compound Search Queries
Same Query
Query + ClickQuery

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Implied Keywords
“How tall
is it?”

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Schema.org on Mobile
RestaurantTV ShowRecipe

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Crumb Trail Url Formatting
Westword > news >
photos-ten-best-park…
denver.cbslocal.com >
top-lists top-pla…
Yelp > search >
Find_loc=Denver,+CO
www.denver.org >
denver-parks

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Crumb Trail Url Formatting
Yankee Candle > mobile
Bath & Body Works > family
Anthropologie > candles >
home-candle
Search for:
“Scented Candle”

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Making Apps Your
Ally

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5 Types of App Results
App Pack App Single App Carousel Deep LinksIcon Deep Links

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Android
&
iOS Intent

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Understanding App Packs

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Android Deep Linking User Experience
Google’s Deep Linking case studies: https://developers.google.com/app-indexing/case-studies

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Google Require Website Parity to Rank Deep Links
“Google will be
considering "high
quality" apps to
be a positive
ranking factor in
mobile search.”
-Mariya Moeva (Google
Webmaster Trends Analyst,
SMX West 2015)
WebApp

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Deep Links Without Website Parity
Social Media Spotlight Search API Email & Paid Ads

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Maintaining
Super Hero
Status

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Leveraging Google+ for Local
-Name
-Address
-Phone

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Marking Up Email & Contacts
“Mobile email opens have
grown by 180% in 3 years.”

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PPC Results Taking Up More Room on Mobile
• click-to-call
• star ratings
• app icons
• links for directions
• ad extensions
• These could be more of a threat to
SEO moving forward

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TV & Media Sponsored Results
(No Installation
Necessary)

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Sponsored App Results

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Shopping Sponsored Results

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Travel Sponsored Results

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Predictive Search – Google Now

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Predictive Search – Google Now

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Predictive Search – Google Now

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The End

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Thanks!
Cindy Krum
cindy@mobilemoxie.com
Call: 720-231-7277
Twitter: @Suzzicks

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