7. Search is also mostly mobile driven now
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
#mobilefirstseo at #TuringFest by @aleyda from @orainti
8. Not surprisingly, Google is moving
towards a Mobile First Index
#mobilefirstseo at #TuringFest by @aleyda from @orainti
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
9. Ranking signals will come from your
mobile Web presence, not Desktop one
#mobilefirstseo at #TuringFest by @aleyda from @orainti
http://searchengineland.com/faq-google-mobile-first-index-262751
10. We can expect this to happen next year
#mobilefirstseo at #TuringFest by @aleyda from @orainti
http://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074
11. At some point Google will
switch to a Mobile-Only Index
#mobilefirstseo at #TuringFest by @aleyda from @orainti
http://searchengineland.com/faq-google-mobile-first-index-262751
12. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Nonetheless, there are clear
Mobile Web optimisation challenges
14. Which have direct effects from users
#mobilefirstseo at #TuringFest by @aleyda from @orainti
https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html
15. As well as conversion consequences
#mobilefirstseo at #TuringFest by @aleyda from @orainti
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
23. #mobilefirstseo at #TuringFest by @aleyda from @orainti
There have been 3 main Mobile
Web configurations
Responsive Web Dynamic Serving Independent Mobile Web
24. #mobilefirstseo at #TuringFest by @aleyda from @orainti
With pros & cons
Responsive Web Dynamic Serving Independent Mobile Web
Same HTML for Mobile &
Desktop = Less personalisation
& speed restrictions
Different HTML for Mobile & Desktop
through the same URL = More difficult
to correctly serve and maintain
Different HTML for Mobile & Desktop through
different URLs = More difficult to configure,
serve, crawl and maintain
25. #mobilefirstseo at #TuringFest by @aleyda from @orainti
All supported by Google
https://developers.google.com/search/mobile-sites/mobile-seo/
26. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Check if you actually have any of these
that can be Google validated
https://search.google.com/test/mobile-friendly
27. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Just be mindful that passing the test
doesn’t mean that is completely optimised
28. #mobilefirstseo at #TuringFest by @aleyda from @orainti
You should also check if your site
triggers Mobile Usability errors
Google Search Console
29. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Use SEO crawlers like Deepcrawl to verify the
Mobile configuration of all your site pages
deepcrawl.com
30. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Identify the top mobile devices
already being used by your visitors
Google Analytics
31. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Emulate them to check if the content
shown is relevant & consistent
bit.ly/chromedevicemode
32. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Google’s requirements won’t likely
change with a Mobile First Index
33. #mobilefirstseo at #TuringFest by @aleyda from @orainti
But if you’re looking to move from an independent
mobile site to a responsive one, do it now
https://www.seroundtable.com/google-mobile-migration-24024.html
35. #mobilefirstseo at #TuringFest by @aleyda from @orainti
It’s critical to make sure your mobile Web
content is accessible and indexable
https://www.seroundtable.com/google-prepare-for-mobile-first-index-24052.html
36. #mobilefirstseo at #TuringFest by @aleyda from @orainti
This is why Mobile app pop-ups &
interstitials are penalised
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
37. #mobilefirstseo at #TuringFest by @aleyda from @orainti
To refer to apps, is better to use app banners
instead
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
38. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Or this might happen!
https://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/
39. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Emulate the Googlebot for Smartphones
and crawl your site w/ JS rendering
Screaming Frog
40. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Verify if the mobile crawler sees the same
than a user when accessing your mobile pages
41. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Look for any errors, non-relevant redirects &
canonicalisation, blocked URLs or noindexation
42. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Is your Mobile content relevant
towards your targeted queries?
3
43. Some Mobile Web versions show far less content
which can be harmful in a mobile first index
#mobilefirstseo at #TuringFest by @aleyda from @orainti
>
44. #mobilefirstseo at #TuringFest by @aleyda from @orainti
You should bring your content & structured
data to your mobile Web HTMLs
http://searchengineland.com/faq-google-mobile-first-index-262751
46. #mobilefirstseo at #TuringFest by @aleyda from @orainti
But how do you organise &
prioritise your Mobile Web Content?
47. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Identify the queries already bringing you
more visibility in Mobile search results
Google Search Console
49. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Take into consideration the different queries
made across the customer journey
Online Ideas &
inspiration
Opinions, reviews
& advice
Brand discovery
Product, price & features
comparisons
Product availability
Online offers, promos
& coupons
50. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Establishing the most popular terms patterns
Buy Backpacks NikeNew
ACTION PRODUCT BRANDCHARACTERISTIC
Sell
Reserve
Register
Rucksacks
Shoes
Jackets
Purses
Pants
Shirts
Caps
Adidas
Guess
Levis
Cheap
For Women
TYPE
School
Subscribe
Exclusive Travel
BabiesRed
For Yoga
New York
LOCATION
Around me
Nearby
Online
Used
51. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Expand them to look for the most
relevant & most popular queries
More Generic
More Volume
Less Relevant
Less Conversions
More Specific
Less Volume
More Relevant
More Conversions
ACTION PRODUCT LOCATION
BUY BACKPACK NEAR ME
ACTION + PRODUCT PRODUCT + CHARACTERISTIC PRODUCT + BRAND
BUY BACKPACKS NEW BACKPACKS NIKE BACKPACKS
Action + Product + Characteristic
BUY CHEAP BACKPACK
Action + Product + Location
BUY BACKPACK IN NYC
Product + Type + Brand
NIKE SCHOOL BACKPACK
Action + Product + Characteristic + Location
BUY NEW BACKPACK IN NYC
Action + Product + Brand + Location
BUY NIKE BACKPACK IN NYC
Product + Brand + Location
NIKE BACKPACK IN NYC
52. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Segment your queries based on their categories,
characteristics, locations, etc.
Travel backpacks Backpacks Sale
53. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Travel backpacks
Google Keyword Planner
Verify which are more popular
from mobile devices
Backpacks Sale
56. #mobilefirstseo at #TuringFest by @aleyda from @orainti
http://www.thesempost.com/google-mobile-first-index-page-speed-ranking/
Mobile Page Speed will be included as a
ranking factor on the Mobile First Index
57. #mobilefirstseo at #TuringFest by @aleyda from @orainti
It’s already critical for mobile
user experience though
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
58. #mobilefirstseo at #TuringFest by @aleyda from @orainti
How long does your mobile
home page takes to load?
http://searchengineland.com/5-must-technical-seo-audits-validations-2017-273207
59. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Which of your most important
mobile pages take longer to load?
Google Analytics
61. #mobilefirstseo at #TuringFest by @aleyda from @orainti
What about implementing AMP?
http://searchengineland.com/amp-top-stories-now-live-243314
62. #mobilefirstseo at #TuringFest by @aleyda from @orainti
AMP is a “simplified” HTML that uses already
optimised resources & cache to serve it faster
63. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Which can greatly improve your site mobile speed
Mobile RWD Mobile AMP
64. #mobilefirstseo at #TuringFest by @aleyda from @orainti
As well as your mobile search results visibility
AMP article rich results
Can be free-standing in the
results page, or embedded in
a carousel of similar result
types. All AMP article rich
results are also rich results.
AMP non-rich results
A basic, non-graphical
search result pointing to
the AMP page.
66. #mobilefirstseo at #TuringFest by @aleyda from @orainti
It’s already supported by Ad Networks and is now
focused to expand its e-commerce components
67. #mobilefirstseo at #TuringFest by @aleyda from @orainti
The main challenge is to provide the same
(or even better) Mobile Web experience
<>
Where’s the menu?
68. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Which Websites should implement AMP now then?
You’re in the
media, news
industry or have a
blog
Your current
mobile page speed
sucks
You can
personalise
AMP to have a
similar UX &
functionality than
your current
site
You don’t have a
mobile version or
an independent
one ideally
69. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Its execution can be a rollercoaster although with
a positive trend if critical errors are prioritised
70. #mobilefirstseo at #TuringFest by @aleyda from @orainti
With non-trivial mobile visibility results too!
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
71. #mobilefirstseo at #TuringFest by @aleyda from @orainti
Here’s a complete presentation about how to do it
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus
72. Time is (sadly) almost up!
#mobilefirstseo at #TuringFest by @aleyda from @orainti
73. But there are more questions…
#mobilefirstseo at #TuringFest by @aleyda from @orainti
What’s your
Mobile Audience
Search Behavior?
What’s your
site Mobile
Search Visibility &
Traffic
Performance?
What’s your
competition
Mobile Web
Search Visibility?
Does your site
have a Mobile
Web Version?
How Mobile
Search Crawlers
access to your
site?
What’s your
Site Mobile
speed?
Is your Mobile
Web Content
effectively
Rendered?
Is AMP
effectively
Implemented?
How do your
ranked pages
look in Mobile
SERPs?
What’s the
AMP impact on
mobile visibility
& traffic?
What’s your
Mobile Visibility
impact on
Conversions?
74. Here’s how to answer them
#mobilefirstseo at #TuringFest by @aleyda from @orainti
https://moz.com/blog/mobile-seo-stack-tools
75. It’s time for you to save & grow
your Mobile SEO
#mobilefirstseo at #TuringFest by @aleyda from @orainti
76. To obtain this mobile
search visibility increase
#mobilefirstseo at #TuringFest by @aleyda from @orainti