SEJ Summit 2017: On-Page SEO: Focus on Mobile by Carolyn Shelby

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Presenter: Carolyn Shelby of TRONC Description: A technical dive examining mobile SEO. Featuring the mobile-first index, differences between optimizing desktop and mobile experiences, AMP implementation, the importance of speed, design and other ranking and UX factors.

Marketing

@cshel
Optimizing for a  
Mobile First World

@cshel
Carolyn Shelby 
Director, SEO at tronc,Inc.
Organic, technical, enterprise, and news 
20+ years experience

@cshel
Even if most of
your traffic is
desktop, focus
on MOBILE first
The mobile
content IS the
content now
Speed and https
more important
than ever

@cshel
The Mobile First Index is
Happening Now

@cshel
Oh no! Our mobile
version is heinous.  
What am I going to
do?

@cshel
What we used to do is now wrong
Desktop content is no longer used to
calculate relevancy, the mobile experience
is now primary.
Mobile content – titles, meta desc, etc. –  
takes precedence.

@cshel
Reasons to be concerned
• If you have no mobile site at all.
• If your mobile site contains FAR LESS content
than your desktop site.
• If your mobile site has been heretofore treated
as an after thought.

@cshel
Options for a Mobile Solution
• Responsive
• Stand alone mobile site
• … but we have an app!

@cshel
SEO is still SEO
• Meta data should match between the two versions.
• Content should be as close to the top of the page as
possible.
• Responsive sites should “collapse” in the correct
order.
• Mind your load times. Excessively large images,
scripts and other items that aren’t visible in the
mobile view anyway, etc.

@cshel
Fancy, but practically
useless at this size

@cshel
On the desktop,
this looks okay. 
 
Here, it looks like
there weren’t
enough listings to
populate the field.

@cshel
Make Google Happy
Do not make users scroll eternally to get to the content
Make sure navigation in both views connects to the same content
Ads should not overwhelm the small, single column mobile version
Any scripts or functionality must work in both mobile and desktop.

@cshel
Check functionality and UX on all
devices. 
 
Beyond that, your usual SEO tools
should be fine.

@cshel
Tools for Page Speed and Load Times
• Google PageSpeed Insights  
https://testmysite.thinkwithgoogle.com/
– Follow guidance for both mobile and desktop 
• Many SEO tools pull in PageSpeed and Yslow
into their auditing tools.

@cshel
Conversations to have…
• Fonts based on ease/speed of load vs what the
designer used in the photoshopped mock up?
• Content to suppress on the mobile site? (Using
detection to deliver only the pieces necessary to the
UX)
• How many different tracking tools do you need? How
many customer analytics/behavior monitoring
beacons?

@cshel
More Speed and Performance?
For more performance
and speed advice (which
is very applicable to
mobile first), see my talk
from last year.

@cshel
Twitter @cshel
Linkedin linkedin.com/in/cshel
Google+ +CarolynShelby
THANK YOU!

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1. @cshel Optimizing for a   Mobile First World

2. @cshel

3. @cshel

4. @cshel Carolyn Shelby  Director, SEO at tronc,Inc. Organic, technical, enterprise, and news  20+ years experience

5. @cshel Even if most of your traffic is desktop, focus on MOBILE first The mobile content IS the content now Speed and https more important than ever

6. @cshel The Mobile First Index is Happening Now

7. @cshel Oh no! Our mobile version is heinous.   What am I going to do?

8. @cshel What we used to do is now wrong Desktop content is no longer used to calculate relevancy, the mobile experience is now primary. Mobile content – titles, meta desc, etc. –   takes precedence.

9. @cshel Reasons to be concerned • If you have no mobile site at all. • If your mobile site contains FAR LESS content than your desktop site. • If your mobile site has been heretofore treated as an after thought.

10. @cshel Options for a Mobile Solution • Responsive • Stand alone mobile site • … but we have an app!

11. @cshel SEO is still SEO • Meta data should match between the two versions. • Content should be as close to the top of the page as possible. • Responsive sites should “collapse” in the correct order. • Mind your load times. Excessively large images, scripts and other items that aren’t visible in the mobile view anyway, etc.

12. @cshel Poor placement when “collapsing”

13. @cshel Fancy, but practically useless at this size

14. @cshel On the desktop, this looks okay.    Here, it looks like there weren’t enough listings to populate the field.

15. @cshel Make Google Happy Do not make users scroll eternally to get to the content Make sure navigation in both views connects to the same content Ads should not overwhelm the small, single column mobile version Any scripts or functionality must work in both mobile and desktop.

16. @cshel TOOLS TO HELP YOU IMPROVE

17. @cshel Check functionality and UX on all devices.    Beyond that, your usual SEO tools should be fine.

18. @cshel

19. @cshel Tools for Page Speed and Load Times • Google PageSpeed Insights   https://testmysite.thinkwithgoogle.com/ – Follow guidance for both mobile and desktop  • Many SEO tools pull in PageSpeed and Yslow into their auditing tools.

20. @cshel

21. @cshel

22. @cshel Conversations to have… • Fonts based on ease/speed of load vs what the designer used in the photoshopped mock up? • Content to suppress on the mobile site? (Using detection to deliver only the pieces necessary to the UX) • How many different tracking tools do you need? How many customer analytics/behavior monitoring beacons?

23. @cshel More Speed and Performance? For more performance and speed advice (which is very applicable to mobile first), see my talk from last year.

24. @cshel Twitter @cshel Linkedin linkedin.com/in/cshel Google+ +CarolynShelby THANK YOU!

25. @cshel Even if most of your traffic is desktop, focus on MOBILE first The mobile content IS the content now Speed and https more important than ever

26. @cshel

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