SEO Strategy in a Multi-Device World at #FoM14

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

SEO STRATEGY IN A MULTI-DEVICE WORLD

HELLO #FoM14

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

WE LIVE IN A MULTI-DEVICE WORLD

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

WITH STILL A LOT OF GROWTH POTENTIAL

DRIVEN BY CROSS-PLATFORM & MULTI-CHANNEL CONVERSIONS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

WHERE MOBILE SEARCH IS BOOMING

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

MAXIMAL SEARCH RESULTS VISIBILITY DOESN’T LOOK LIKE THIS ANYMORE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

IT NOW LOOKS LIKE THIS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

& MOBILE ORGANIC SEARCH RANKINGS ARE AS IMPORTANT TOWARDS CTR & TRAFFIC

http://www.advancedwebranking.com/ctrstudy/

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

GOOGLE HAS REACTED WITH MOBILE GUIDELINES, TOOLS & RANKING FACTORS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

BUT MOST WEBSITES ARE NOT MOBILE OPTIMIZED YET

http://marketingland.com/most-of-fortune-100-doesnt-live-up-to-googles-mobile-best-practices-even-google-61166

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

RAISE YOUR HAND IF YOU’RE TAKING MOBILE INTO CONSIDERATION IN YOUR SEO STRATEGY

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

THIS IS YOUR OPPORTUNITY

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

CONNECT WITH YOUR MOBILE SEARCH AUDIENCE BY MOBILIZING YOUR SEO STRATEGY

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

SEGMENTING, ANALYZING & ESTABLISHING THE DIFFERENT SEO CRITERIA PER DEVICE TYPE

YOUR COMPETITORS

SEARCH & OPTIMIZATION

STATUS

YOUR SEO STRATEGY,

GOAL & KPIS

YOUR ORGANIC SEARCH, WEB

OPTIMIZATION STATUS, RESOURCES,

TIME & BUDGET

YOUR AUDIENCE SEARCH

BEHAVIOR & POTENTIAL

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR COMPETITORS

SEARCH & OPTIMIZATION

STATUS

YOUR SEO STRATEGY,

GOAL & KPIS

YOUR ORGANIC SEARCH, WEB

OPTIMIZATION STATUS, RESOURCES,

TIME & BUDGET

PER DEVICE TYPE

LET’S SEE HOW!

PER DEVICE TYPE

PER DEVICE TYPE

YOUR AUDIENCE SEARCH

BEHAVIOR & POTENTIAL

PER DEVICE TYPE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI1

IDENTIFY YOUR CURRENT ORGANIC TRAFFIC STATUS PER DEVICE TYPE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR OVERALL & ORGANIC SEARCH TRAFFIC BY DEVICE TYPE WITH GOOGLE ANALYTICS SEGMENTS

VOLUME, TREND OVER

TIME, SEASONALITY

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR MOBILE VISITORS MOST USED DEVICES & THEIR RELATED CONTENT & CONVERSIONS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR MOST VISITED CONTENT, FAVORITE PRODUCTS & CONVERSIONS PER DEVICE TYPE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI2

ASSESS YOUR AUDIENCE ORGANIC SEARCH BEHAVIOR PER DEVICE TYPE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR CURRENT TOP QUERIES & PAGES IN SEARCH RESULTS BY DEVICE TYPE WITH WEBMASTER TOOLS

VOLUME, IMPRESSIONS, CLICKS, CTR,

POSITION

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

BREAKDOWN BY DEVICE WHEN DOING YOUR KEYWORD RESEARCH IN KEYWORD PLANNER

SEARCH VOLUME & KEYWORD USAGE PER

DEVICE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI3

ANALYZE YOUR CURRENT MULTI-DEVICE OPTIMIZATION STATUS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

DO YOU ALREADY HAVE A MOBILE SITE?

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

RESPONSIVE WEB DESIGN

BEST TO DELIVER SAME CONTENT TO

ALL USERS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

DYNAMIC SERVING

BEST TO PERSONALIZE

CONTENT BASED ON DEVICE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

PARALLEL MOBILE SITE

ALTERNATIVE TO PERSONALIZE CONTENT BASED

ON DEVICE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

CHECK YOUR SITE USING MOBILE EMULATORS

http://www.mobilephoneemulator.com/

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

IDENTIFY THE BEST FOR YOU BASED ON YOUR CHARACTERISTICS TO DEVELOP IT

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

CHECK YOUR MOBILE USABILITY ISSUES BY USING GOOGLE WEBMASTER TOOLS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR SEARCH CRAWLING ISSUES PER DEVICE WITH WEBMASTER TOOLS & SEO CRAWLERS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR SPEED ISSUES PER DEVICE FOR YOUR MOST VISITED & CRITICAL PAGES USING PAGESPEED INSIGHTS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOUR MULTI-DEVICE CONTENT OPTIMIZATION

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

OUCH!

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

REMEMBER ABOUT YOUR SEO FUNDAMENTALS?

TITLE

GOOD POOR

META DESCRIPTION

URL

FAIR

Begin with targeted term ~ 55 characters for desktop & ~ 60 for mobile

Descriptive and attractive Expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobile

Short & descriptive

Targeted terms in url

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

CHECK IF YOU USE STRUCTURED DATA TO MAXIMIZE YOUR MULTI-DEVICE VISIBILITY

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

ALONG WITH GOOGLE+ FOR LOCAL BUSINESSES IN CASE YOU ARE ONE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

ARE YOU CROSS-PROMOTING YOUR MULTI-PLATFORM PRESENCE?

DO YOU HAVE A WEB

LANDING PAGE FOR YOUR

APP?

DO YOU PROMOTE

YOUR APP FROM YOUR MOBILE

SITE?

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

AND INDEXING YOUR MOBILE APP IN GOOGLE?

https://developers.google.com/app-indexing/

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI4

CHECK YOUR COMPETITORS MULTI-DEVICE OPTIMIZATION & RANKING STATUS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

IDENTIFY YOUR MOBILE SEARCH RANKINGS VS. YOUR COMPETITORS WITH SEMRUSH

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

COMPARE YOUR MOBILE RANKED PAGES VS. THE ONES OF YOUR COMPETITORS

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

YOU NOW KNOW YOUR KEY SEO FACTORS TO ESTABLISH A STRATEGY SEGMENTED BY DEVICE TYPE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

CONTENT TO DEVELOP, OPTIMIZE & PROMOTE

SEO KPIS & GOALS PER

DEVICE

TARGETED TERMS TO IMPROVE VISIBILITY

WEB & APP AREAS TO OPTIMIZE

YOU CAN SET YOUR MULTI-DEVICE SEO STRATEGY & GOALS

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

IT’S TIME TO CONNECT WITH YOUR MULTI-DEVICE ORGANIC SEARCH AUDIENCE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

THANK YOU #FOM14! DO YOU HAVE QUESTIONS?