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1@Davidiwanow#APSLondon
Mobile SEO - Rise of mobile first
2@Davidiwanow#APSLondon
Who am I?I’ve been doing SEO for over 10 years and have spent the last year as Director of Strategy at BlueGlass, prior to that I
spent almost 3 years at ebay classifieds group as SEO Product Manager. My next role I’m starting next week is SEO
Manager, Global Deployments @ Schibsted Media Group
3@Davidiwanow#APSLondon
Session topicsWhat is required to be ready for the mobile first world
1. Stop the waiting we should be moving to fully responsive
a. If you have a bad mweb site kill it
b. Full responsive uses a single URL
2. Technical SEO Considerations For Mobile First
a. Technical issues
b. Site design is important - UX & No pop-ups
c. Page speed is important
d. Don’t block CSS, JavaScript or Images
e. AMP
3. Importance Of Apps & App-Indexing To Mobile SEO
a. Firebase App-Indexing
b. Instant Apps
4. How to measure success?
5. Action points!
4@Davidiwanow#APSLondon
Responsive or deathWhat are you afraid of? Just invest the money and migrate to responsive!
5@Davidiwanow#APSLondon
Which is the current experience?
6@Davidiwanow#APSLondon
What is your configuration?
7@Davidiwanow#APSLondon
No mob is better than bad mob
8@Davidiwanow#APSLondon
Googlebot CrawlingYou need to ensure that Googlebot is crawling the right pages
9@Davidiwanow#APSLondon
Google’s plans for mobile first?
Google webmaster team said last month that mobile first roll-out will focusing on websites which are ready.
But sites won’t be notified they have been switched to mobile-first indexing.
10@Davidiwanow#APSLondon
Do you have any site issues?
11@Davidiwanow#APSLondon
Content hidden for UX on mobile?
Once the mobile-first index is rolled out, content hidden behind tabs on mobile will be seen by Googlebot.
This also stresses the importance of UX when it comes to how you are displaying content on mobile.
12@Davidiwanow#APSLondon
On mob links need to be present
Googlebot can crawl links included by JavaScript on mobile pages.
But if the links are completely missing on mobile pages which exist on the desktop pages, then Googlebot wouldn’t see these links.
13@Davidiwanow#APSLondon
Correctly setup responsive site
14@Davidiwanow#APSLondon
Inconsistent setup of a website
15@Davidiwanow#APSLondon
Inconsistent setup of a website
16@Davidiwanow#APSLondon
Run site audits to find issues
17@Davidiwanow#APSLondon
Non-responsive check redirects
18@Davidiwanow#APSLondon
Mobile site designIs your website built with mobile users in mind? UX? Pop-ups?
19@Davidiwanow#APSLondon
How is your site rendered?
20@Davidiwanow#APSLondon
Bad mobile experiences?
21@Davidiwanow#APSLondon
Bad mobile experiences?
22@Davidiwanow#APSLondon
Average mobile experiences?
23@Davidiwanow#APSLondon
Decent mobile experiences?
24@Davidiwanow#APSLondon
Leading mobile experiences?
25@Davidiwanow#APSLondon
Are you annoying users?
26@Davidiwanow#APSLondon
Your current ad experience?
27@Davidiwanow#APSLondon
What about unplayable content?
28@Davidiwanow#APSLondon
Mobile usability report
29@Davidiwanow#APSLondon
How people use their phone
30@Davidiwanow#APSLondon
Changing grip for interactions
31@Davidiwanow#APSLondon
Touch-friendly design framework
32@Davidiwanow#APSLondon
Where people prefer to tap
33@Davidiwanow#APSLondon
Are you annoying users?
34@Davidiwanow#APSLondon
Is it fast on mobile?Page speed is important, this factor is magnified for mobile users
35@Davidiwanow#APSLondon
2 sec delay halves sessions length
36@Davidiwanow#APSLondon
Optimal load time is 700ms
37@Davidiwanow#APSLondon
Consider your users connections
38@Davidiwanow#APSLondon
What about loading on 3G?
39@Davidiwanow#APSLondon
What about loading on 2G?
40@Davidiwanow#APSLondon
How is your site loading?
41@Davidiwanow#APSLondon
What should you fix?
42@Davidiwanow#APSLondon
What resources are blocked?
43@Davidiwanow#APSLondon
Find unused CSS & JS code
44@Davidiwanow#APSLondon
AMP not always easyUsers don’t have to download your full app, so try before you buy works
45@Davidiwanow#APSLondon
Make AMP pages crawlable
Googlebot requires a rel alternate to AMP pages to detect the pages.
Importantly also requires a rel canonical from the AMP page back to desired canonical page.
46@Davidiwanow#APSLondon
Not always easy to implement
47@Davidiwanow#APSLondon
First point make sure it’s valid
48@Davidiwanow#APSLondon
Oh no…. it’s not valid….
49@Davidiwanow#APSLondon
Test your AMP code first
50@Davidiwanow#APSLondon
Instant apps?Users don’t have to download your full app, so try before you buy works
51@Davidiwanow#APSLondon
Instant apps can be useful
52@Davidiwanow#APSLondon
Instant apps can be useful
53@Davidiwanow#APSLondon
App-IndexingFirebase App-Indexing is still interesting for driving engagement of your app
54@Davidiwanow#APSLondon
App-indexing is still a benefit
55@Davidiwanow#APSLondon
App-indexing is still a benefit
56@Davidiwanow#APSLondon
App banners are still important
57@Davidiwanow#APSLondon
Measuring SEO?So how do you know if there is an issue or you are on the right track?
58@Davidiwanow#APSLondon
Track mobile & desktop visibility
59@Davidiwanow#APSLondon
Track mobile & desktop visibility
60@Davidiwanow#APSLondon
Track mobile & desktop visibility
61@Davidiwanow#APSLondon
Action points….These are the things you need to do!….
62@Davidiwanow#APSLondon
What are the action points?
1. Kill mweb and move to responsive asap2. Make sure your mobile version is damn fast3. Fix your technical issues, GSC tells you what to fix4. Crawl your site with DeepCrawl to check for mobile issues5. AMP is hard to get perfect so start it on a sub-section first6. App-Indexing is still useful for mobile seo7. If you have dev capacity explore Instant Apps8. After all that if you have enabled HTTPs explore PWAs
63@Davidiwanow#APSLondon
Thank You!
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