Presentation on Mobile and SEO. Covering Mobile in general and the Mobile First Algorithm and how it changes search.

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Mobile First. Mobile Last.
Kristine Schachinger
@schachin #pubcon

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Mobile. Mobile. Mobile.

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Mobile. Mobile. Mobile.
https://www.statista.com/topics/2479/mobile-search/

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Mobile. Mobile. Mobile.
https://www.statista.com/topics/2479/mobile-search/

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Mobile. Mobile. Mobile.
https://www.statista.com/topics/2479/mobile-search/

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THAT WAS
$1,400,000,000,000
effect on retail sales

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http://www.newsweek.com/everyone-plays-their-phone-while-sitting-toilet-688726

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70% of Users 18-34 Take Their Phones to Bed ZZZZZZZZZZZZZZ ……

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70% of Users 18-34 Take Their Phones to BedMillennials are pretty much terrified to live without
their cellphones nearby. When leaving the house,
about 62 percent of people would rather forget their
wallet at home than their cellphone. Communicating
digitally is preferred over in-person conversations,
with text messages rounding out the best way to chat
with friends.
http://www.newsweek.com/everyone-plays-their-phone-while-sitting-toilet-688726

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Micromoments.

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70% of Users 18-34 Take Their Phones to Bed
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/
Micromoments.

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https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/

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I Want To …

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find
do
know
see
locate

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Micromoments are answering the 5 Ws.
Who. What. Where. When. Why.
And one H  How?

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Micromoments.

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Micromoments.

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http://www.newsweek.com/everyone-plays-their-phone-while-sitting-toilet-688726

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Rank Brain

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Rank Brain is used for Unknown Queries.

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Rank Brain.
Only algorithm that uses AI
on the live results

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This is Rank Brain

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Rank Brain.
Google is confused …

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Rank Brain.
Google does not use NLP
(Natural Language Processing)

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Rank Brain Uses Users Clicks
to Help It Understand Query Intent.

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Rank Brain
Uses Entities & Known Relationships
Person, Place, Thing = Noun = Entities.
Nouns or Persons/Places/People/Things are what we call entities.
Entities are known to Google and their meaning is defined in the
databases Google references.

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Rank Brain
Uses Entities & Known Relationships There is no optimizing for
Rank Brain and why would you want to?
Rank Brain Queries = Query (User) Intent to SERPs = weak association.
Bringing irrelevant or weak traffic.

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But… but… I wannnnnnnaaaaa!

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(Gary Illyes)

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Then just write in natural and conversational language.

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Mobile First Indexing

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THIS CHANGES EVERYTHING!
Kind of …

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Mobile First Indexing

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Mobile First Indexing
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

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Mobile First Indexing
Mobile First Indexing
• One Index
• Mobile Crawler will be used for all sites
• Mobile Content will be used for ranking
• Mobile SERPs
• Desktop SERPs
• AMP NOT a factor in mobile first indexing
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

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Mobile First Indexing
Content you want to rank for MUST be in your mobile site

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If you do not have the content on your mobile site, the
site cannot be found for it even in desktop.

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Mobile First Indexing
• If you have a mobile m. site
• Make sure to verify this site in Google Search console
• Very important to have your canonicals set up right.
• USE Mobile Moxie’s guide
• If you have a responsive site
• No changes needed
• If you have AMP only
• You will be evaluated on your desktop content, but mobile friendly boost

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Mobile First Indexing
UI Hidden Content.
Unlike Desktop, content hidden in accordions and tabs will not
be devalued in mobile first indexing.

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Mobile First Indexing
Schema.
If you have removed schema in mobile, it must be added back to
get into the snippets

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Mobile First Indexing
Link evaluations will be made by taking a combination of your
desktop site, your mobile site (if m.), and your canonicals.

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AMP
Ads & Interstitials

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• Accelerated Mobile Pages
• AMP will always replace your Mobile Page
• AMP rankings are based on your site value
• There are no boosts for AMP EXCEPT where a carousel exists
• For news sites, the carousel in Google Organic you can follow
progress https://www.ampproject.org/
AMP – What you need to know.

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• Accelerated Mobile Pages
Mobile First, but not Mobile ONLY
• Desktop users are a powerful purchasing group with more
money to spend.
• Mobile FIRST is HIGHLY NICHE SPECIFIC
• you can follow progress https://www.ampproject.org/
Some Considerations.

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• Accelerated Mobile Pages
Mobile is affected by the
Context, Location, and your Connection.
• you can follow progress https://www.ampproject.org/
Some Considerations.

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• Accelerated Mobile Pages
When is your site most used by mobile users?
• Case Study: News site that has mostly desktop users between
the hours of 8am-3pm
• KNOW where you your users are!
• you can follow progress https://www.ampproject.org/
Some Considerations.

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• Accelerated Mobile Pages
Make sure you know what they are doing on your site
• Example. Are your users using mobile for reviews and
desktop for purchases?
• you can follow progress https://www.ampproject.org/
Some Considerations.
https://www.statista.com/topics/2479/mobile-search/

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• Accelerated Mobile Pages
Remember most users touch 3+ devices BEFORE they
complete their interaction with your site.
Especially eCommerce.
• you can follow progress https://www.ampproject.org/
Some Considerations.

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• Accelerated Mobile Pages
Mobile is a Must, but it is not the ONLY Bucket.
Know your audience AND their behaviors.
Do not neglect your desktop users.
Do not assume your mobile users behaviors.
• you can follow progress https://www.ampproject.org/
Some Considerations.

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• Accelerated Mobile Pages
You know what happens when
we ass-u-me.
Research. Research. Research.
Then strategize.
• you can follow progress
https://www.ampproject.org/

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Mobile First. Mobile Last.
Kristine Schachinger
@schachin #pubcon