Cindy Krum - Mobile Moxie - SEO WORKSHOP - WebCongress Miami 2013

Expert Mobile SEO Training

By: Cindy Krum, CEO MobileMoxie Fall 2013

www.MobileMoxie.com 1

Cindy Krum CEO & Founder

[email protected] IM/Skype/TwiGer:

Suzzicks 720-‐231-‐7277

Rank-‐Mobile www.Rank-‐Mobile.com

Text CINDY to 70259 for an SMS Business Card


What is Mobile?


What Else is Mobile?


What is Different About Mobile SEO?

•  Different Search Results •  Different Bots •  Different Indexes (SomeUmes)

•  Different User Intent •  Different Conversions


TradiMonal Computer


Knowledge Graph

News

Social

iPhone •  Way Less Space •  Dominated by Universal Results

•  Website Results are Rare in the Top Spots, for the Top Keywords

•  LocaUon & Google+ are Heavily Weighted


How do you Develop a Mobile SEO Strategy

•  On-‐Page Mobile SEO •  Mobile Site Architecture •  Mobile Server OpUmizaUon •  Mobile with Social & Local •  Mobile Asset OpUmizaUon & Schema


On-‐Page Mobile SEO


Title Tags & DescripMons

•  Desktop Title Tags & DescripUon Tags will be Pulled Over for Mobile In Some Cases.

•  Otherwise – Start with Tags that are Similar or Exactly the Same on Mobile Pages


HOW TO: hVps://www.google.com

Search for:

site:m.yoursite.com

Image OpMmizaMon Sizing •  Save Images Appropriately

–  Save to Minimal Size Required –  No HTML Scaling or % –  Absolute Pixel Width –  NOTE: Display=none will sUll have to download

•  % and RelaUve PosiUoning in DIVs •  Font Size Measured in ‘em’

–  An em is equal to the current font-‐size, for instance, if the font-‐size of the document is 12pt, 1em is equal to 12pt

–  When the client’s browser text size is set to “medium,” there is no difference between ems and percent


TOOL USED:

hVps://developers.google.com/

speed/pagespeed/

Robots InstrucMons

•  Robots.txt on Mobile Subdomain

•  Mobile Sitemap on Mobile Subdomain –  Include Rel=Alternate & Rel=Canonical in the Sitemap

•  Submit Image & Video Sitemaps Too


HOW TO:

In the Address Bar go to:

www.yoursite.com/robots.txt

m.yoursite.com/robots.txt

and

m.yoursite.com/sitemap.xml

Or

yoursite.com/sitemap.xml

Load Time Minimize DNS Requests

–  Combine JavaScript Files –  Combine CSS Files (Except Handheld.css) –  Use CSS Sprites


TOOL USED: hVp://urivalet.com/

File Compression Compress All Web Files (gzip)

– Primary Document – Dependent Documents


TOOL USED: hVp://redbot.org/

YOUR TURN •  Do you Have Title Tags & DescripUons on Your Mobile Content?

•  Is a Robots.txt or on Page Robots tag Blocking Crawling of your Mobile Content?

•  How Quickly do your Mobile Pages Load?

•  Are you Compressing Dependent Content on Your Mobile Site?


Mobile Site Architecture


Summary of Mobile Architecture OpMons

– Mobile/TradiUonal Hybrid Pages (one url) •  Handheld CSS •  Dynamic HTML

– Mobile Subdomain or Sub Directory •  Mobile Pages for All Mobile Phones •  Mobile Pages for just Feature Phones (Smart Phones use Mobile Stylesheet on TradiUonal Page) •  Two Sets of Mobile Pages – One for Smart Phones & One for Feature Phones


Why is Mobile Development Harder than TradiMonal Web-‐DEV?

Hard to AnUcipate Web Rendering: •  Mobile Screen Sizes & OrientaUon •  Mobile Browsers & OS •  Mobile User Sesngs •  Mobile Carriers •  Too Many Possible CombinaUons


Don’t Use a dotMobi Domain

•  dotMobi is Dead •  Confusing for Users •  Bad for SEO •  SUck to Primary Domain – TradiUonal/Hybrid Pages – Subdomain – Subdirectory –  Just ‘m’ is Fine

dotMobi



NOTE: Everything happens on exisUng Urls. Same Urls for Mobile & TradiUonal Rendering of the Page.

Responsive Design


SelecMve Serving



NOTE: Mobile pages will have new Urls on a mobile subdomain or mobile sub directory.

Google Says this is Fine (All about Mobile Crawling)

As long as what the bot sees is the same as what the user sees, you are fine. This is for ‘User Experience.’ www.MobileMoxie.com 26

How does it Work? •  Search Engines Want to Rank

Websites that will Work on Your Phone

•  Site Rankings will Vary based on the Phone doing the Searching

•  EvaluaUng as if the Site was being

Displayed on a Mobile Phone •  Just Because You Rank Well on One

Phone Does not Mean You Rank well on All Phones

27

Google Says this is Fine (All about Mobile Crawling)

www.MobileMoxie.com

YOUR TURN •  How is your Mobile Website Set up?

•  If there are Mobile-‐Specific pages, do they all have desktop counterparts?


Mobile Server OpMmizaMon


404 MinimizaMon

Hard 404

Page Request

Missing Page

Standard 404 Error Page

So` 404

Page Request

Status 200 Page Found

Missing, Duplicate or Lite Content


DUST MinimizaMon


•  DUST=Duplicate URL Same Text •  MobilizaUon Engine Was CreaUng Lots of DUST

•  Kills the Efficiency of the Crawl Status 200: hGp://m.site.com/Story/6557510/ hGp://m.SITE.com/story/6557510/ hGp://m.site.com/STORY/6557510/ hGp://m.SiTe.com/StOry/6557510/ hGp://m.site.com/story/6557510/ hGp://m.site.com/story/6557510

CapitalizaMon NormalizaMon

Trailing Slash Server Rules

Server Response Time


Mobile Server Seangs and Site Headers

What do you mean ‘Header’?

•  2 Kinds of Headers –  Server Header – Sent Before the HTML of

the Page is Even Read –  HTML Header – Sent with the HTML of the

Page

•  What They Do –  Prepare the Browser for the Content –  NegoUate How Content will be Delivered


Mobile Server Seangs and Site Headers


Mobile Server Sesngs and Site Headers

•  Whenever Content Changes for Different Devices –  Responsive Design –  UA DetecUon & RedirecUon

–  SelecUve Serving


GET /page-‐1 HTTP/1.1 Host: www.example.com User-‐Agent: Mozilla/5.0 (Linux; Android 4.0.4; Galaxy Nexus Build/IMM76B) AppleWebKit/535.19 (KHTML, like Gecko) Chrome/18.0.1025.133 Mobile Safari/535.19 (...rest of HTTP request headers...) HTTP/1.1 200 OK Content-‐Type: text/html Vary: User-‐Agent Content-‐Length: 5710 (... rest of HTTP response headers...)

YOUR TURN •  How Does Mobile Traffic Get to your Mobile Content?

•  Is Your Server GeneraUng Dust? •  Do You Have Rel= Canonical and/or Rel=Alternate?

•  Are you Sending the Varies: User-‐Agent Header?


Mobile with Social & Local


Facebook & TwiVer

•  About Half of Social Traffic is Mobile

•  Test Sharing FuncUonality on your Site for Mobile Sharing

•  Test all Social PromoUon Landing Pages for Mobile Accessibility – Android & iOS


Google+


Local SEO for Mobile •  Local results can vary dramaUcally

by locaUon of the searcher •  Not all mobile searches start from

the same place –  Maps/Apps –  Carrier Deck –  Browser/Toolbar Search

•  Desktop Local SEO TacUcs Apply for Mobile Too

•  Best Resource on HTML5 GelocaUon:

hGp://diveintohtml5.org/geolocaUon.html


Local SEO for Mobile

•  Micro-‐Formats: Code standards that make certain informaUon more accessible to different technologies & devices – hCard – vCard –  iCal/vCal/hCalendar


•  LaUtude & Longitude available to JavaScript on the Page & Passed back to APIs

•  Modernizer will detect support for the GeolocaUon API on the fly




•  Some phones/browsers will be able to send more informaUon than others

•  3 you will always get: coords.latitude, coords.longitude, and coords.accuracy


YOUR TURN •  Does Your Company have a Google+ Page

•  Is LocaUon set up properly for mobile search?

•  Are there Images or Videos that need to be OpUmized for Mobile Search?


Asset OpMmizaMon & Schema


Knowledge Graph SEO


Feed SEO

•  OpMmize Images –  File Size & Type –  Compression –  Display –  Image Sitemap

•  OpMmize Videos –  Same as Above –  Title & Metadata –  TranscripUon


Product Review Schema


App LisMng Schema


?

Authorship Markup


Authorship Markup

•  Set up a Google+ Account

•  Use Webmaster Tools to Generate Code that Links Your Posts to G+ <a href="https://plus.google.com/109412257237874861202? rel=author”>Your Name</a>!

•  Add Code to the Pages of Content Pages You Wrote

•  Add the Site in Google+ “Contributor To”

Other Schema Markup <div itemscope itemtype="http://schema.org/Recipe"> Mom's World Famous Banana Bread By John Smith, <meta itemprop="datePublished" content="2009-05-08">May 8, 2009 <img itemprop="image" src="bananabread.jpg" /> This classic banana bread recipe comes from my mom -- the walnuts add a nice texture and flavor to the banana bread. Prep Time: <meta itemprop="prepTime” content="PT15M">15 minutes Cook time: <meta itemprop="cookTime" content="PT1H">1 hour Yield: 1 loaf! www.MobileMoxie.com 53

Recipe Schema

YOUR TURN •  Does your company have a Google+ Page?

•  Is Authorship set up if there is a blog on the site?

•  Is there other Schema.org code that would help you sell your product or service?


Rank-‐Mobile www.Rank-‐Mobile.com


Cindy Krum�CEO & Founder �

[email protected]�

IM/Skype/Twitter: Suzzicks�720-231-7277 �

�

�

�Scan For a Mobile Business Card

Mobile PPC


•  Enhanced Campaigns •  Mobile TargeUng vs. Desktop/Tablet •  Ad Extensions •  Google Product LisUngs


Paid LisMng Display


Google AdWords PPC

Google Product LisMng Ad

Geo TargeMng


Ad Extensions


RetargeMng


Cindy Krum - Mobile Moxie - SEO WORKSHOP - WebCongress Miami 2013

Education

Transcript of Cindy Krum - Mobile Moxie - SEO WORKSHOP - WebCongress Miami 2013