The Future ofMobile SEO

By: Cindy Krum

MobileMoxie

SMX Munich, 2015

• Google’s Mobile-Friendly Tool

• Unblocking CSS & JavaScript

Getting the ‘Mobile-Friendly’ Designation in Mobile SERPS

Optimizing UX

Google Prefers Faster Websites – Especially for Mobile:

(Currently Testing a New ‘Slow Tag’ in Mobile the SERP)

Optimizing Branded Queries for Mobile SEO

• Check Branded and [Brand+Location] Results

• Links

• Sub-links

• Sub-sub Links

Deep Links are a Positive Mobile Web Ranking Signal & Drive Traffic(Deep Links Look Just Like Other Links)

Add App Deep Links 1:1 for Web Mobile SEO Boost in Rankings

Android Apps are Now a Universal Result(Mobile App Pack)

• Descriptive App Names Help

• Exact Match is Even Better

• Exact Match Keywords in the App Description May Also Help

Advanced Mobile Site Development

Techniques

Understanding the Advanced Architecture Lingo:

Becoming a Common Solution for Big Database Driven Websites Going Responsive

Headless Browser

PushStateInfinite

Scrolling

Single Page Web App

Warnings About Deferred/Async/Lazy Loading:

• Google Does not Crawl Links that are Lazy-Loaded & Probably Devalues Text that is Lazy Loaded

• Google Does Not Click Links to Get Content – Need JavaScript OnLoad Event

• Google About to Retire their AJAX Development Guidelines

Warnings About Infinite Scroll

• Infinite Scroll Still Should break down to Pagination with Rel=“Next” Rel=“Prev”

• End Pagination with the Last Piece of Content (No un-ending Pagination with Repeating Content)

• Paginated Pages Shouldbe Included in Sitemaps

Searching is Changing –

Especially on Mobile

Google Now = Your Personal Knowledge Graph

• Adding Your Personal Information to their Big Data Mix = More Processing

• Increasing Amount of Info to Crawl & Index

• Feeds & Schema More Efficient than Crawling

Google Now Cards• Stocks

• Weather

• Reminders

• Sports

• TV Shows

• Traffic & Flights

• Boarding Pass

• Shipping Info

• Public Transit Info

• Friends Birthdays

• Public Alerts

• Hotel & Restaurant

The New Ideal Result Format for Google is….

Wearables

Google Search Google Maps Google Now Google PlayMobile SEO:

Google Search Google Maps Google Now Google PlayMobile SEO:

Google As a Presentation Layer

for the Internet?

Mobile Results That Have Gone Full-Screen-Google(See All the Examples in the Appendix of this Deck!)

• Knowledge Graph

• Definitions & Concepts

• Videos – Play from SERP

• Location/Business Cards

• Restaurants & Menus

• Map Queries

• Weather

• Hotel Booking Search

• Flight Booking Search

• Flight Number Search

• TV Info Cards (With Season/Episode)

• Music Info Cards(Tour Dates & Songs/Albums)

• Song Lyrics

• Food Nutrition Info

• Health Condition & Drugs

• Car Insurance Search

• How to Boil an Egg(MarthaStewart.com)

So RankingIs Not

The Goal#1

Google is Preventing Blue Links from Showing Above the Fold on Mobile

• In the US, Only 3% of Searches Return Simple List of Blue Links (Dr. Pete)

• Info Card/Answer Boxes/Knowledge Graph Results & Other Cards are More Likely to Get Included & Likely to Float to the Top

• Lots of Google’s Results are Monetized Feeds & Schema

”Google is essentially competing against us with our own information, and I think that’s a turning point in the relationship between Google and webmasters.”-Dr. Peet

http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps

Getting into the Presentation Layer

Optimizing Universals for Mobile Search & Google Now:• Optimize Apps, Images & Videos for Premium

Placement at the Top of Mobile

• Optimize Google+ for Business: Local Cards & Local Schema/Reviews for Map Results, Local Images

• Deep Link with Apps & Leverage the Google Now API & Google Now Web & Email Schema, Especially with Event/Ticket/Product Schema in Web & Email

Optimizing Gmail For Crawling, Ranking & Google Now (With Email Schema)

Optimize Apps for Google Now Push Notifications

When All Else Fails…

PPC Ad Extensions Way More Persuasive on Mobile

Thanks!!

Cindy Krum

CEO & Founder, MobileMoxie

cindy@mobilemoxie.com

@Suzzicks

Thanks!!

Cindy Krum

CEO & Founder, MobileMoxie

cindy@mobilemoxie.com

@Suzzicks

APPENDIXExamples of

Full-Page-Google Mobile Results

Google Keeps Hotel Searchers in a Google –Controlled Experience

Searching for Flights Gets You 2 Potential Kinds of Full Screen Results

See this on Android Phones

(Results Different From Android to iPhone)

Full Page Location Results &Map + Image Results

Google+ For Business = Google Local for Mobile

Location Cards in Search Results Save Favorites Directly to Google Maps

Wikipedia + Image Results + Knowledge Graph = Your Website is WAY Below the Fold!

Medical Questions About Conditions & Drugs Take The Full Page

Deeper Integration with Entertainment: TV Show Info Boxes, Reminders & Inline Video

Restaurants & ‘Menu’ Searches

Google is Trying to Answer the Most Important Questions In-Line Too