19. @jondmyers DMSSO18
WAP
HTML
1999 2007 2009 2014 2015 2017
Separate Mobile Pages
(Mobile Site or
Dynamic Delivery)
Responsive
Design
Deep App
Linking
AMP &
Progressive
Web Apps
Mobile-
first
Indexing
History of Mobile SEO…
20. @jondmyers DMSSO18
Desktop
Mobile
Responsive
AMP pages
Mobile first
One version for desktop devices
One to rule them all - one version designed to work equally good
on desktop and mobile
Dedicated light weight version designed for a fast loading
Dedicated mobile pages served on a separate URL e.g. m.domain
or dynamically served on the same URL
Mobile becomes the PRIMARY version.
History of Mobile SEO Configuration…
21. @jondmyers DMSSO18
Responsive Dynamic Separate Mobile
Would expect Google to use both user-
agents on the same URL to validate
that the same content is returned.
Google needs to crawl with both user
agents to validate the mobile version.
Hint: Use the Vary HTTP header!
Google needs to crawl the dedicated
mobile URLs with a mobile user agent to
validate the pages and confirm the content
matches the desktop pages.
How does Google crawl different types of configuration…
23. @jondmyers DMSSO18
Responsive /
Dynamic Page
INDEXABLE
AMP
Page
Rel=canonical
Rel=alternate amp
NON-INDEXABLE
www.domain.com
/shirts/amp
www.domain.com
/shirts/
* The decision which page is shown for
mobile users are on the Google side
Responsive/Dynamic + AMP…
29. @jondmyers DMSSO18
“Our algorithms will eventually primarily use the
mobile version of a site’s content to rank pages
from that site, to understand structured data, and
to show snippets from those pages in our results.”
-Google
The Mobile First Index at Work…
39. @jondmyers DMSSO18
Yes, if your mobile content is reduced and doesn’t contain
terms the page was previously ranking for on desktop.
40. @jondmyers DMSSO18
The following need to be consistent across
desktop and mobile:
• Content
• Metadata
• Markup
• Hreflang
• Images
• Alt attributes
• Indexing rules
• Canonical tags
In order to maintain rankings…
45. @jondmyers DMSSO18
Be mindful of orphaned pages, or
increased levels in site depth
which could be keeping search
engines away from your content.
Internal Linking on Mobile…
50. @jondmyers DMSSO18
“The biggest challenge for mobile-first will be understanding the
lightweight needs of the user and applying this via condensed
content. Structured data and markup allows for disambiguation
when content is not so prevalent on a page in an unstructured form.”
Dawn Anderson
MD, Move It Marketing
Structured Data on Mobile…
61. @jondmyers DMSSO18
1. Make sure important resources
aren’t being blocked e.g. images, JS
& CSS.
2. Check for legacy issues such as
existing dynamic or separate mobile
pages - these will be indexed
instead!
For Responsive Sites…
62. @jondmyers DMSSO18
1. Check that the vary: user agent
HTTP header is in use.
2. Make sure the right user agent is
being served the correct version of
a page, whether that’s mobile or
desktop.
For Dynamic Sites…
64. @jondmyers DMSSO18
1. Guide the mobile and desktop user
agents to the correct page version
with 301 redirects.
2. Make sure your servers have
capacity to handle increased crawl
rate from Googlebot Smartphone.
For Separate Mobile Sites…
65. @jondmyers DMSSO18
1. Test robots.txt files to make sure Googlebot
Smartphone can access your mobile setup.
2. Check your mobile configuration for any display
or UX issues.
3. Test mobile-first readiness by using SEO tools that
support mobile crawling.
For All Sites…
68. @jondmyers DMSSO18
• Google is backing the AMP page hard
• Google preloads AMP pages, images, and
scripts to force them to be fast
• Not just for news: AMP added support for
accepting payments via Android pay,
opening the way for ecommerce websites
which are 100% AMP
Source: https://github.com/ampproject/amphtml/issues/7623
AMP Pages…
69. @jondmyers DMSSO18
• In A/B testing the AMP experience versus the responsive
experience with AdWords traffic, they saw a 20 to 30 percent
conversion lift on AMP pages across all mobile campaigns.
• More than 70 percent of the 100,000 ad groups in their
mobile AdWords campaigns pointed only to AMP pages.
That’s now at 100 percent.
• AMP pages from organic traffic are converting at a 100
percent lift over responsive and the bounce rate is 10%
lower.
AMP Pages Work – The Proof…
75. @jondmyers DMSSO18
• Traditionally desktop
crawler would do about
80% of the crawling and
mobile 20%
• This will flip when you are
switched over!
• Monitor your logs!
Spotting if you have switched…
77. @jondmyers DMSSO18
Progressive Web Apps is:
• Progressive
• Responsive
• App-like
• And more...
Progressive Web Apps can fall
back to AMP.
• Hint… first load as AMP.
You should think about it now.
Progressive Web Apps is
THE FUTURE.
Going beyond this with PWA’s…