The document discusses the importance of mobile-first indexing in SEO, emphasizing the need for websites to be optimized for mobile devices due to the growing mobile majority. It outlines strategies for ensuring content parity between mobile and desktop versions, the significance of structured data for search engine crawlers, and the need for responsive design. Key recommendations include prioritizing page speed, avoiding interstitials, and adhering to best practices for user experience across mobile platforms.

1. ”Optimising
SEO,in,a,
mobile,first,
world”,
Dawn,Anderson
@DawnieAndo from
@MoveItMarketing

2. WHO
IS
DAWN
ANDERSON
@dawnieando
dawn.anderson@@move-it-
marketing.co.uk
move-it-marketing.co.uk
linkedin.com/in/msdawnanderson
• SEO%&%Digital%Marketing%Consultant%6 Move%
It%Marketing
• Lectures%at%Manchester%Metropolitan%
University%Business%School%on%(Search%
(organic%(SEO)%&%paid%(PPC)%SEM)%&%
Integrated%Digital%Marketing%Strategy%
• Contributes%at%Search%Engine%Land,%Search%
Engine%Journal,%State%of%Digital,%Smart%
Insights
• Speaker%&%Trainer,%Search%Marketing%Expo%
(SMX),%MozCon,%Brighton%SEO,%SASCON,%
Ungagged,%PubCon,%State%of%Search,%
General%Assembly%– UK%&%International
• Over%11%years%online%marketing%experience

3. Mobile'first,is,a,
paradigm'shift
…,with,several,
interpretations

4. THESE%INCLUDE

5. AS#A#WEB#DESIGN#DISCIPLINE
First#coined#the#phrase#‘mobile?first’#
(Luke#Wroblewski)#and#now#at#Google

6. As#a#means#of#indexing#
(filing)#documents#in#a#
search#engine#(library)

7. AS#A#USER#
GROUP#
PERCENTAGE

8. It is after all about the Global
Mobile Majority

9. We are mostly going to look
at “as a means of indexing
documents in a search
engine” here today

10. As we know

11. Surely it makes sense for
Search Engine Results Pages
to also be made up of mobile
alternative web pages?

12. GOOGLE%
ANNOUNCE%
MOBILE-FIRST%
INDEXING%PLANS%

14. MOBILEGEDDON?
APRIL
21ST
2015
REMEMBER

15. Remember&Chicken&
Licken?

17. 2018

18. What%if%you%haven’t%been%switched?

21. Don’t&Jump&The&Gun
It#is#better#to#build#a#thoughtful#responsive#website#than#hash#
something#together#for#mobile6first#indexing…#according#to#Google#
Webmaster#Team

22. Let’s&explore&what&mobile2
first&indexing&means&and&how&
you&can&handle&it&for&your&
brand

23. Historically… mobile sites have
been crawled and then indexed and
ranked based on their desktop
equivalent
BUT NOW
Image credit: Moz / Bridget Randolph

25. CONTENT&PARITY&ON&MOBILE&&&DESKTOP&SITES

26. Check&parity&between&platforms&with&the&tool

27. How about…Tabs &
concertinas & mobile-first
indexing?

28. Ensure search engine
robots can access
content hidden for UX
using javascript
<div class="tab">
<button class="tablinks" onclick="openCity(event, 'London')">London</button>
<button class="tablinks" onclick="openCity(event, 'Paris')">Paris</button>
<button class="tablinks" onclick="openCity(event, 'Tokyo')">Tokyo</button>
</div>
Search'engine'
crawlers'’mostly’'
won’t'be'able'to'
access'these'tabs

29. Content&&&links&placement&may&matter&even&more&so
57%

30. Reasonable)surfer?

31. or#Iceberg#Syndrome?

32. Desktop(versus(
responsive(versus(
dynamic3serving(
versus(AMP(versus(M(
dot

33. CONTENT&MOVES&AROUND&ON&THE&PAGE&AS&DEVICE&
CHANGES
Recommended

34. How$about$
dynamic$serving$
web$pages?
“When a mobile user or desktop
user is detected different content
for each is delivered from the
same web page URL”

35. DO#YOU#HAVE#
SEPARATE#
DESKTOP#AND#
MOBILE#
SITES?
YOU$LIKELY$
HAVE$WORK$
TO$DO

36. • Ensure(both(the(mobile(and(desktop(sites(serve(
structured(data
• Ensure(Google’s(crawlers(can(access(the(mobile(
version(of(the(site((and(desktop(too(of(course)
• No(change(is(needed(for(canonical(links(on(mobile(
sites(at(this(point.
• Ensure(the(mobile(site(is(verified(as(a(separate(
property(in(Google(Search(Console.

37. Check&all&the&
alternative&types&
of&pages&and&sites

38. Check&which&
alternative&you&are&
telling&Google&to&
index

39. DESKTOP
ONLY?
IT WILL STILL
BE INDEXED
X
X

40. You$should$be$aware$
‘indexing’$and$
‘ranking’$are$two$very$
separate$things

41. DESKTOP(ONLY(&(CANONICAL(AMP?

42. AMP$PAGES$CAN$LOOK$‘VERY’$
DIFFERENT$TO$YOUR$OTHER$PAGES
YOU SHOULD SPEND SOME TIME
ON:
• Content&parity
• Internal&link&parity
• Navigation&configuration
• Call&to&action&parity
Check&everything&
twice…&at&least
Even&without&mobile<
first&when&you&add&
AMP&a&lot&of&traffic&
becomes&‘AMP’

43. AVOID&AMP&ERRORS

45. SPEED%ON%MOBILE%IS%‘OF%
THE%ESSENCE’

47. YOU$WILL$LIKELY$INCREASE$CONVERSION$TOO

49. USE$A$RANGE$OF$
TOOLS$TO$
IDENTIFY$ISSUES$
&$MEASURE$
SPEED

50. IDENTIFY(MOBILE(FETCH(TIMES

51. Combine Page Speed Tests

52. WORK%THROUGH%THE%
RECOMMENDATIONS

53. WORK%TOWARD%ACHIEVING%
BETTER%SCORES…%ACROSS%
MULTIPLE%TOOLS

54. MAKING'IMAGES'SMALLER'IS'
OFTEN'THE'QUICKEST'WIN'TO'
SPEED'UP'A'SITE

55. Source: https://www.designbombs.com/top-wordpress-caching-plugins-compared/
WORDPRESS(CACHING(COMPARISONS

56. Enable'gzip compression'via'caching'
plugins,'.htaccess or'via'
compression'plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOU
YOU$SHOULD$BE$MOBILE-
FRIENDLY$ANYWAY

57. TAKE%THE%MOBILE,FRIENDLY%TEST

58. TAKE%THE%MOBILE%FRIENDLY%TEST

59. CHECK%FOR%MOBILE-USABILITY%ISSUES

60. Enable'gzip compression'via'caching'
plugins,'.htaccess or'via'
compression'plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOU
YOU$NEED$TO$PRIORITIZE$
KEY$CONTENT$
(Keep$it$lean)

61. THERE%IS%LIMITED%REAL%
ESTATE%ON%MOBILE

62. CONTENT&PARITY&ON&MOBILE&&&DESKTOP&SITES

63. THE$
ATTENTION$
ECONOMY
Information*
overload
Too*much*
content
We*are*all*
researchers
Agile*task8
driven*
searchers
‘Noisy’*
information*
systems

64. The$modern$search$engine$user$is$time$poor$and$research$crazy

65. Enable'gzip compression'via'caching'
plugins,'.htaccess or'via'
compression'plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOU
MOBILE'FIRST,IS,MORE,TASK,
DRIVEN

66. TOP$TASK(IDENTIFICATION

67. Don’t presume people are ‘on the go’

68. Compare device queries in Google Search Console

69. TOP$TASK$
IDENTIFICATION

70. AVOID&
ICEBERG&
SYNDROME

71. “The%Brain%processes%
visuals%60,000%times%
faster%than%text”%
– 3M%Corporation%
Research

72. Gestalt'
Principles
Proximity
Similarity
Closure
Good2continuation
Common2fate
Good2form

73. Our$minds$are$thought$to$understand$patterns$and$fill$in$gaps

74. We#will#look#
at#3#main#
principles
Proximity
Similarity
Closure

75. Gestalt'
Principle'.
Proximity

76. Gestalt'Principle'. Similarity

77. Gestalt'
Principle'–
Closure'2
Reification
– What'do'you'
see?

78. DO#EMBRACE#
ICEBERG#THEORY

79. First&coined&the&phrase&
‘mobile3first’&(Luke&
Wroblewski)&and&now&at&
Google

80. Enable'gzip compression'via'caching'
plugins,'.htaccess or'via'
compression'plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOU
Search'engines'are'also'
redesigning'their'own'
‘websites’'to'be'mobile5first

81. Gestalt principles?

82. Mental'
chunking'&'
entity'adjective'
clustering

83. Providing)a)better)UX)EXPERIENCE

84. Enable'gzip compression'via'caching'
plugins,'.htaccess or'via'
compression'plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOUFollow%their%mobile-first%UX%
lead

85. STRUCTURED(DATA(IS(THE(WAY(FORWARD

86. Spoiler…
It+always+was

87. CONTENT&PARITY&ON&MOBILE&&&DESKTOP&SITES

88. Disambiguate+
lean+content+
with+powerful+
structured+data

89. Mark%up%all%manner%of%
‘things’%with%special%
code%for%‘machines’%to%
understand
2017
2014
X 3 YoY
implementation

90. AREASERVED'SCHEMA

91. IMAGE&ALT&TAGS&HAVE&NEVER&
BEEN&MORE&IMPORTANT

92. Enable'gzip compression'via'caching'
plugins,'.htaccess or'via'
compression'plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOU
THE$SEARCH$BOX$IS$ONLY$
ONE$OPTION$IN$MOBILE2
FIRST$INDEXING

93. MOBILE'FIRST,GOES,FAR,BEYOND,WEBSITES,TOO

95. Work%on%‘Google%My%
Business’

96. Voice&&&
Assistive&
Search
• Keep$sentences$short
• Understand$‘actions’
• Put$answers$at$the$
beginning$to$sentences$and$
paragraphs
• Most$results$from$
structured$data
• Tables$are$a$problem

97. Thank&You
@dawnieando
Dawn&Anderson
@DawnieAndo from
@MoveItMarketing