San Francisco • September 10–13, 2013 • #SESSF @SESConf

Mobile SEO: Let The Games Begin!

Brian KlaisPure Oxygen LabsFounder and CEO

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

“Your Free Mobile SEO Trial is Over”

“…we plan to roll out several ranking changes in the near

future that address sites that are misconfigured for smartphone

users.”

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Fortune 100 Mobile Recap

http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

94% Face Mobile Ranking Risks

http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Err On Side of No Mobile Errors

What Google says …

• If a searcher visits a desktop page from a mobile device, redirect to an equivalent smartphone-friendly URL not a 404 page.

• Make sure the smartphone-friendly page is not an error page.

• If your content is not available in a smartphone-friendly format, serve the desktop page instead.

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

The Penalty for Mobile 404s

?

“GM” Query(September 2013)

“GM” Query(June 2013)

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Diagnosing a Faulty Redirect

Status: 200

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Diagnosing a Faulty Redirect

Status: 200

http://www.ford.com/Cars/Mustang/models/…

http://pixel.everesttech.net/2519/cq?ev_sid=3&ev_ln=mustangconvertible&ev_crx=17785702469&ev_mt=b&ev_n=g&ev_ltx=&ev_pl=&ev_pos=1t1&ev_dvc=c&ev_dvm=&url=http://www.ford.com/Cars/Mustang/models/?searchid=61240949|2322886349|11611920

http://m.ford.com/Cars/Mustang/models/…

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Diagnosing a Faulty Redirect

View this mobile redirect header: http://www.pureoxygenmobile.com/view-mobile-redirects/#!=http://www.ford.com/Cars/Mustang/models

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Serve Relevant Mobile Content

What Google says…

• Route mobile searchers to relevant mobile pages

• If mobile searcher requests example.com/article29, redirect to the equivalent mobile page, such as m.example.com/article29

• Don’t redirect to the m.example.com homepage

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Serve Relevant Mobile Content

• Implement server-side wildcard pattern matching / conditional redirect logic to target top user-agents (eg iPhone, Android, etc.,)

• Javascript redirects are less optimal but are supported by Google

• When targeting by user-agent, remember Android tablets and phones both have “Android”. To target phones, match on “Android AND mobile”; to target tablets, match on “Android and not mobile”

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Serve Relevant Mobile Content

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Tag Pages with Canonical Markup

What Google says…

• Canonical markup helps make content visible to bots and searchers

• If you have an “m.” mobile site:– Each desktop page should contain a "rel=alternate" link meta tag that

points to the mobile URL– Each mobile page should contain a "rel=canonical" meta tag that points to

the desktop URL

• Alternatively add notation to Sitemaps file

• Consider Javascript redirects that match on link value

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Canonical Link Markup: Just Do It.

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Tag Conditional Content/Redirects

What Google says…

• Sites that customize mobile experience based on user-agent settings need to make it clear to bots that content varies by user agent

• When your server modifies content or redirects mobile searchers or bots, that page’s “Vary” HTTP header must contain "user agent”

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Conditional Server Redirect Tag

View this mobile redirect header:http://www.pureoxygenmobile.com/view-mobile-redirects/!=http://www.amazon.com/ref=gno_logo

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

RWD ≠ SEOWhat Google says…

• Target smartphones via “max-width 640px” @media queries

• Pages should load in <1 second

• Average RWD page weighs 2x more than an average “m.” page

• Do your media queries apply to all pages - or just home page?

• Take advantage of compression, caching, image optimization– Free tools: http://developers.google.com/speed/pagespeed/insights

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Promote Apps Intelligently

What Google says:

• Avoid promoting app via interstitial pages

• Use a simple banner to promote your app inline with page content

• Promote appropriately based on OS (e.g. Smart App Banners for Safari)

• Or use an HTML image that links to the correct app store

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Promote Apps Intelligently

• Add iOS meta tag to pages (m. AND www.):

Ex: <meta name=“apple-itunes-app” content=“app-id={id}” />

• Embedded browsers (eg Facebook) may not support

• Cross-platform “smart banners” are available via Jquery on Android and older iOS

• Expose crawlable link too for Google rankings

• Make sure app supports URL schemes for app-linking

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

Add Banner to Deep Pages, Too.(And Why Not Link Into The App?)

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

If Social Is Driving Organic Rankings…

http://www.searchmetrics.com/en/services/ranking-factors-2013/

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

…And If We Use Social Apps 4x Web…

4x!

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

… Aren’t These Broken Links?

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

App-Optimize Your Social Links

URL Scheme protocols for top social apps:– Google+ => gplus://plus.google.com/{id}– Facebook => fb://profile/{fbid}– Twitter => twitter://user?screen_name={id}– Foursquare => foursquare://venues/{id}– LinkedIn => linked://profile/{id}– Pinterest => pinterest://user/{id}/– Yelp => yelp:///biz/{id}

• Don’t present mobile users social login wall

• Send iOS and Android users directly into apps (Facebook, Google+, Twitter) for more likes, check-ins, +1s, reviews

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

The Mobile SEO Games Are On!

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@BrianKlais

May The Odds Be Ever in Your Favor!

Brian Klais Founder | CEO Pure Oxygen Labsbrian@pureoxygenlabs.com