Top Questions to Become a Mobile First SEO Hero #TuringFest
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Transcript of Top Questions to Become a Mobile First SEO Hero #TuringFest
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Top Questions to Become a Mobile First SEO Hero
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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How many of you use your smartphones to search online?
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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How many buy, register, or reserve through your mobile?
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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This is how we search nowadays
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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Mobile drives 56% of Web traffic in The UK
#mobilefirstseo at #TuringFest by @aleyda from @orainti
similarweb.com
http://similarweb.com
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No Joke!
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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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
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
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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
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
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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
http://searchengineland.com/faq-google-mobile-first-index-262751
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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
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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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Nonetheless, there are clear Mobile Web optimisation challenges
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Very obvious ones
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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
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As well as conversion consequences
#mobilefirstseo at #TuringFest by @aleyda from @orainti
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its time to save your (Mobile) SEO
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Im Aleyda Solis
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
I help companies to connect with them
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Some of them brands that you likely know
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
I can help you do it too!
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its about answering Key Mobile Questions
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Does your site have a Mobile Web version?
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
There have been 3 main Mobile Web configurations
Responsive Web Dynamic Serving Independent Mobile Web
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#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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
All supported by Google
https://developers.google.com/search/mobile-sites/mobile-seo/
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#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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Just be mindful that passing the test doesnt mean that is completely optimised
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
You should also check if your site triggers Mobile Usability errors
Google Search Console
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Use SEO crawlers like Deepcrawl to verify the Mobile configuration of all your site pages
deepcrawl.com
http://deepcrawl.com
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Identify the top mobile devices already being used by your visitors
Google Analytics
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Emulate them to check if the content shown is relevant & consistent
bit.ly/chromedevicemode
http://bit.ly/chromedevicemode
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Googles requirements wont likely change with a Mobile First Index
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
But if youre looking to move from an independent mobile site to a responsive one, do it now
https://www.seroundtable.com/google-mobile-migration-24024.html
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
How do Mobile Search Crawlers access to your site?
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its critical to make sure your mobile Web content is accessible and indexable
https://www.seroundtable.com/google-prepare-for-mobile-first-index-24052.html
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#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
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#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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Or this might happen!
https://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Emulate the Googlebot for Smartphones and crawl your site w/ JS rendering
Screaming Frog
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Verify if the mobile crawler sees the same than a user when accessing your mobile pages
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Look for any errors, non-relevant redirects & canonicalisation, blocked URLs or noindexation
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Is your Mobile content relevant towards your targeted queries?
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Some Mobile Web versions show far less content which can be harmful in a mobile first index
#mobilefirstseo at #TuringFest by @aleyda from @orainti
>
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#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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its ok to use expandable content in this case
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
But how do you organise & prioritise your Mobile Web Content?
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Identify the queries already bringing you more visibility in Mobile search results
Google Search Console
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Compare them vs. the ones of your competitors
Semrush
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#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
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#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
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#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 LOCATIONBUY BACKPACK NEAR ME
ACTION + PRODUCT PRODUCT + CHARACTERISTIC PRODUCT + BRANDBUY BACKPACKS NEW BACKPACKS NIKE BACKPACKS
Action + Product + CharacteristicBUY CHEAP BACKPACK
Action + Product + LocationBUY BACKPACK IN NYC
Product + Type + BrandNIKE SCHOOL BACKPACK
Action + Product + Characteristic + LocationBUY NEW BACKPACK IN NYC
Action + Product + Brand + LocationBUY NIKE BACKPACK IN NYC
Product + Brand + LocationNIKE BACKPACK IN NYC
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Segment your queries based on their categories, characteristics, locations, etc.
Travel backpacks Backpacks Sale
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Travel backpacks
Google Keyword Planner
Verify which are more popular from mobile devices
Backpacks Sale
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
To prioritize accordingly
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Is your Mobile Website Fast enough?
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#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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its already critical for mobile user experience though
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
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#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
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Which of your most important mobile pages take longer to load?
Google Analytics
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
How can you improve them?
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
What about implementing AMP?
http://searchengineland.com/amp-top-stories-now-live-243314
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
AMP is a simplified HTML that uses already optimised resources & cache to serve it faster
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Which can greatly improve your site mobile speedMobile RWD Mobile AMP
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
As well as your mobile search results visibility
AMP article rich resultsCan 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 resultsA basic, non-graphical
search result pointing to the AMP page.
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
It has become already a must for news related sites
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its already supported by Ad Networks and is now focused to expand its e-commerce components
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
The main challenge is to provide the same (or even better) Mobile Web experience
Wheres the menu?
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Which Websites should implement AMP now then?
Youre 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 dont have a mobile version or an independent
one ideally
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Its execution can be a rollercoaster although with a positive trend if critical errors are prioritised
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
With non-trivial mobile visibility results too!
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
Heres a complete presentation about how to do it
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus
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Time is (sadly) almost up!
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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But there are more questions
#mobilefirstseo at #TuringFest by @aleyda from @orainti
Whats your Mobile Audience Search Behavior?
Whats your site Mobile
Search Visibility & Traffic
Performance?
Whats your competition Mobile Web
Search Visibility?
Does your site have a Mobile Web Version?
How Mobile Search Crawlers access to your
site?
Whats your Site Mobile
speed?
Is your Mobile Web Content
effectively Rendered?
Is AMP effectively
Implemented?
How do your ranked pages look in Mobile
SERPs?
Whats the AMP impact on mobile visibility
& traffic?
Whats your Mobile Visibility
impact on Conversions?
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Heres how to answer them
#mobilefirstseo at #TuringFest by @aleyda from @orainti
https://moz.com/blog/mobile-seo-stack-tools
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Its time for you to save & grow your Mobile SEO
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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To obtain this mobile search visibility increase
#mobilefirstseo at #TuringFest by @aleyda from @orainti
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
these mobile search conversions
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#mobilefirstseo at #TuringFest by @aleyda from @orainti
And this growth trend
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Thanks!
#mobilefirstseo at #TuringFest by @aleyda from @orainti