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#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
SEO IN 2016 

MAKING THE MOST OUT OF THE MOBILE OPPORTUNITY
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS Hi #DigitaleRosa
@ALEYDA
I SHARE
#seotrends2016 at #digitalerosa in rimini by @aleyda from @orainti
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
In 2016 Google’s organic search results are
(almost) not like this anymore…
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
But like this! Multi-device, multi-platform, with snippets…
SNIPPETS
CARROUSELS
MULTIDEVICE MAPS
ANSWERS + KNOWLEDGE GRAPH
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
https://getstat.com/blog/featured-snippets/
in a growing number of SERPs
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
With more searches happening in mobile than desktop…
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Google is continuously evolving, even using a machine learning artificial
intelligence system to provide more relevant search results.
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Sometimes very clever ones ;)
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And although there are many trends and opportunities… The ones
revolving mobile are HUGE, so let’s focus on them today!
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Let’s focus on solving those issues directly related to the
one causing the biggest conversion problems
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Starting with those related to targeting the right queries
and offering the relevant mobile content & functionality
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Verify which queries are providing more impressions
from mobile vs. desktop but with worse CTR…
Google
Search
Console
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Expand with the queries that your competitors & industry
leaders are targeting with mobile that you still aren’t
Sistrix
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Identify & target those mobile queries patterns with a growing
search trend with your mobile content & functionality
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Leverage also your app related searches from your
Web and create landing pages that target them
keywordtool.io
NO
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Like this!
YES
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Validate the SERPs for your top identified mobile queries to also check on
the existence of functionalities to leverage in the optimization process
App
Indexing
Maps
Results
AMP News
Carousels
App
Packs
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Use Google’s Chrome Mobile Emulator & RankTank
Mobile Friendly Site Test SERP Tool to do it
https://www.ranktank.org/mobile-friendly-serp-testing-tool/
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
What if you identify that your mobile queries are highly specific and different
to your desktop ones? A dynamic or parallel mobile might be better
RESPONSIVE
DYNAMIC
PUBLISHING
PARALLEL
MOBILE
VERSION
https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Like this you’ll be able to provide a highly
targeted mobile experience & information!
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
… and beyond targeting and featuring the right content:
Which other optimization actions you should prioritize?
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
GOOGLE
SEARCH
CONSOLE
Identify which are the pages with more mobile
visibility that have lower CTR & Rankings
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
GOOGLE
ANALYTICS
Which of the pages with highest mobile traffic have
higher bounce rate & lower conversion rate?
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Export them and use URLProfiler to verify for all of these pages
their mobile friendliness & speed performance
URLPROFILER
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
You’ll be able to target those pages with highest mobile impact
that have most important mobile & speed issues
mobile optimization
mobile speed
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And easily verify which are those resources
causing issues in each one of them
webpagetest.org
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Do you have a news site or blog? Then AMP will also help to not
only improve your performance but also search results visibility
https://firebase.google.com/docs/app-indexing/#implementation_path
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
You create a simpler & highly “optimized” Web structure
under /amp/ that will be delivered although is canonicalized
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
It might be initially tricky to implement because of the need of structured
data and resources declaration compliance. Use these tools to verify!
https://www.ampproject.org/docs/guides/validate.html
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And to install with Wordpress check out these plugins!
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
If you have an app, you should also refer directly to your
Mobile app presence from your results with app indexing
http://googlewebmastercentral.blogspot.com/2015/04/
drive-app-installs-through-app-indexing.html
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Establish an association between your app & Web and verify & monitor
the app indexation implementation with the search preview & GSC
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And generate more visits & installs of your
app from mobile search results
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
… without forgetting to continue referring from your
Mobile Web with app banners (avoiding interstitials)
https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/
SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html
NO
YES
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
By implementing all these, you’ll be able to profit from
todays’ mobile search opportunities & trends
Mobile Web
validation
Mobile Web
performance
AMP
Mobile
Content
App
Indexing
App Landing
Pages
Structured
Data
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Improving not only your mobile visibility & traffic… but conversions
#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Thank you! Questions

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  • 1. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti SEO IN 2016 
 MAKING THE MOST OUT OF THE MOBILE OPPORTUNITY
  • 2. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA SOLIS Hi #DigitaleRosa @ALEYDA I SHARE #seotrends2016 at #digitalerosa in rimini by @aleyda from @orainti
  • 3. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti In 2016 Google’s organic search results are (almost) not like this anymore…
  • 4. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti But like this! Multi-device, multi-platform, with snippets… SNIPPETS CARROUSELS MULTIDEVICE MAPS ANSWERS + KNOWLEDGE GRAPH
  • 5. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti https://getstat.com/blog/featured-snippets/ in a growing number of SERPs
  • 6. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti With more searches happening in mobile than desktop…
  • 7. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Google is continuously evolving, even using a machine learning artificial intelligence system to provide more relevant search results.
  • 8. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Sometimes very clever ones ;)
  • 9. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And although there are many trends and opportunities… The ones revolving mobile are HUGE, so let’s focus on them today!
  • 10. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Let’s focus on solving those issues directly related to the one causing the biggest conversion problems
  • 11. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Starting with those related to targeting the right queries and offering the relevant mobile content & functionality
  • 12. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Verify which queries are providing more impressions from mobile vs. desktop but with worse CTR… Google Search Console
  • 13. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Expand with the queries that your competitors & industry leaders are targeting with mobile that you still aren’t Sistrix
  • 14. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Identify & target those mobile queries patterns with a growing search trend with your mobile content & functionality
  • 15. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Leverage also your app related searches from your Web and create landing pages that target them keywordtool.io NO
  • 16. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Like this! YES
  • 17. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Validate the SERPs for your top identified mobile queries to also check on the existence of functionalities to leverage in the optimization process App Indexing Maps Results AMP News Carousels App Packs
  • 18. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Use Google’s Chrome Mobile Emulator & RankTank Mobile Friendly Site Test SERP Tool to do it https://www.ranktank.org/mobile-friendly-serp-testing-tool/
  • 19. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti What if you identify that your mobile queries are highly specific and different to your desktop ones? A dynamic or parallel mobile might be better RESPONSIVE DYNAMIC PUBLISHING PARALLEL MOBILE VERSION https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
  • 20. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Like this you’ll be able to provide a highly targeted mobile experience & information!
  • 21. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti … and beyond targeting and featuring the right content: Which other optimization actions you should prioritize?
  • 22. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti GOOGLE SEARCH CONSOLE Identify which are the pages with more mobile visibility that have lower CTR & Rankings
  • 23. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti GOOGLE ANALYTICS Which of the pages with highest mobile traffic have higher bounce rate & lower conversion rate?
  • 24. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Export them and use URLProfiler to verify for all of these pages their mobile friendliness & speed performance URLPROFILER
  • 25. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti You’ll be able to target those pages with highest mobile impact that have most important mobile & speed issues mobile optimization mobile speed
  • 26. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And easily verify which are those resources causing issues in each one of them webpagetest.org
  • 27. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Do you have a news site or blog? Then AMP will also help to not only improve your performance but also search results visibility https://firebase.google.com/docs/app-indexing/#implementation_path
  • 28. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti You create a simpler & highly “optimized” Web structure under /amp/ that will be delivered although is canonicalized
  • 29. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti It might be initially tricky to implement because of the need of structured data and resources declaration compliance. Use these tools to verify! https://www.ampproject.org/docs/guides/validate.html
  • 30. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And to install with Wordpress check out these plugins!
  • 31. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti If you have an app, you should also refer directly to your Mobile app presence from your results with app indexing http://googlewebmastercentral.blogspot.com/2015/04/ drive-app-installs-through-app-indexing.html
  • 32. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Establish an association between your app & Web and verify & monitor the app indexation implementation with the search preview & GSC
  • 33. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti And generate more visits & installs of your app from mobile search results
  • 34. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti … without forgetting to continue referring from your Mobile Web with app banners (avoiding interstitials) https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/ SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html NO YES
  • 35. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti By implementing all these, you’ll be able to profit from todays’ mobile search opportunities & trends Mobile Web validation Mobile Web performance AMP Mobile Content App Indexing App Landing Pages Structured Data
  • 36. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Improving not only your mobile visibility & traffic… but conversions
  • 37. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti Thank you! Questions