7 Things about Mobile SEO you need to Know - @Aleyda at #BrightonSEO

Aleyda Solis, International SEO Consultant at Forex Club and Orainti. Follow at @aleyda or read in www.aleydasolis.com.

7 things you need to know about Mobile SEO

... Sherlock Style.

http://bit.ly/domobileseo

7 Things you need to know about #mobileSEO by @Aleyda

A new mobile site has been launched and now they tell me I have to do SEO for it... this is a disaster. I need to call Sherlock!

by @Aleyda

I built that f**** mobile site!

7 Things you need to know about #mobileSEO

by @Aleyda

Moriarty built that mobile site, no wonder it’s horrendous for SEO!

I know... But what could I have done?

7 Things you need to know about #mobileSEO

by @Aleyda

Wrong Answer!

7 Things you need to know about #mobileSEO

by @Aleyda

I’m going to show you how to start doing Mobile SEO!

Oh please...

7 Things you need to know about #mobileSEO

by @Aleyda

Here are the 7 things you must know to start doing Mobile SEO...Sherlock Style!

7 Things you need to know about #mobileSEO

by @Aleyda

1. What’s Your Mobile Audience Behaviour in your Site

7 Things you need to know about #mobileSEO

To know if your site really has mobile visitors at the moment, if they’re enough to compensate building a mobile version, what type of content they’re looking for and prioritize it when building

the mobile site.

by @Aleyda

1. What’s Your Mobile Audience Behaviour in your Site

Use Google Analytics to create a segment for organic mobile traffic to easily identify its volume, trend, devices, most popular landing pages and keywords used.

7 Things you need to know about #mobileSEO

www.google.com/analy-cs/

by @Aleyda

2. What’s Your Site Behaviour in Mobile Search Results

7 Things you need to know about #mobileSEO

To see how your site is already appearing in Google’s search results and -if it’s appearing at all-, what are the keywords and pages that are already obtaining visibility to prioritize when building

the mobile site.

by @Aleyda

2. What’s Your Site Behaviour in Mobile Search Results

7 Things you need to know about #mobileSEO

Use Google Webmaster Tools to see the top queries and pages showing in Google’s mobile search results.

www.google.com/webmasters/tools/

3. What’s Your Audience Behaviour in Google’s Mobile Search

by @Aleyda7 Things you need to know about #mobileSEO

To verify how your audience is already searching in Google Mobile, how they’re searching, the keywords used and if there’s room to grow for your present mobile traffic.

3. What’s Your Audience Behaviour in Google’s Mobile Search

by @Aleyda7 Things you need to know about #mobileSEO

Use Google’s Keyword Tool mobile filter to see the keywords your audience search with from their mobile and Google’s Our Mobile Planet to check how they use mobile devices.

www.thinkwithgoogle.com/mobileplanet/

adwords.google.com/o/KeywordTool

4. What’s Your Site Behaviour with Mobile Devices

by @Aleyda7 Things you need to know about #mobileSEO

To check how your site looks on the devices that are used by your mobile visitors at the moment and the specific aspects you need to take into consideration when enabling your mobile version.

4. What’s Your Site Behaviour with Mobile Devices

by @Aleyda7 Things you need to know about #mobileSEO

Use Google’s Getmometer, PageSpeed Insights and Google Webmaster Tools “Fetch as Google mobile bot” to test how your mobile visitors and bots reach and see your site.

www.howtogomo.com/en-­‐gb/d/test-­‐your-­‐site/

developers.google.com/speed/pagespeed/insightswww.google.com/webmasters/tools/

by @Aleyda7 Things you need to know about #mobileSEO

To identify the type of content and product offering you look to provide to mobile users: Is it the same than for the desktop site? How can you make it more mobile friendly?

5. What’s Your Content and Product Offer for a Mobile Audience

5. What’s Your Content and Product Offer for a Mobile Audience

by @Aleyda7 Things you need to know about #mobileSEO

Validate with the previously gathered data if your mobile users are looking for localized or mobile oriented content. Do you have a specific offering or the capacity to develop it?

Mobilized Look and Feel Geolocalized content Reorganized Offer

6. What’s Your Technical Capacity to develop a Mobile Site

by @Aleyda7 Things you need to know about #mobileSEO

If your site is not correctly shown in the mobile devices used by your visitors and potential audience what’s your capacity to redesign your site to make it responsive, dynamically serve content or build

a parallel mobile version.

Pros* 1 URL for both versions, no duplication* Easier and cheaper to maintain * Popularity consolidation* No need for redirections

Cons* Possible redesign need* Less differentiation of Mobile Content* Lower mobile focused user experience

Pros* 1 URL for both versions, no duplication * Popularity consolidation* Capacity to differentiate mobile content* Better mobile user experience

Cons* Complexity of technical implementation* Higher cost of maintenance

Pros* Easier implementation* Capacity to differentiate mobile content* Better mobile user experience

Cons* Content duplication risk* Split of link popularity * Higher cost of maintenance

Dynamic ServingResponsive Web Design Parallel Mobile Site

by @Aleyda7 Things you need to know about #mobileSEO

All alternatives have Pros and Cons and although the ideal one is going responsive it might not be suitable depending on your technical capacity and content differentiation needs.

Mobile Site Alternatives Pros & Cons

6. What’s Your Technical Capacity to develop a Mobile Site

6. What’s Your Technical Capacity to develop a Mobile Site

by @Aleyda7 Things you need to know about #mobileSEO

Take a look at Google’s recommendations to build mobile optimized Websites: https://developers.google.com/webmasters/smartphone-sites/

* Allow search engines to crawl page’s assets (css, js, images).

* Beware of elements that might not display effectively in mobiles (large images, javascript, videos, etc).

* Use a CMS or Framework to facilitate the implementation.

* Server needs to respond with different HTML on the same URL depending on the user agent requesting the page: Mobile users and bots should see a different, mobile specific version.

* Use the Vary HTTP header “User Agent” to help Googlebot discover your mobile-optimized content faster.

* Enable a consistent mobile URL structure under a “m” subdomain.

* Use HTTP 301 directions to refer mobile users and bots to the mobile version.

* Add link rel="alternate" tags pointing to the corresponding mobile URL and link rel="canonical" tags to desktop URLs.

* Include a link to the relevant desktop page.

* Generate a XML mobile Sitemap.

Dynamic ServingResponsive Web Design Parallel Mobile Site

* Make sure to optimize page speed, especially important for mobile due to bandwidth restrictions. * Validate that your mobile users see the same than the mobile search bots and avoid cloaking.

SEO Best Practices

by @Aleyda7 Things you need to know about #mobileSEO

7. Based on the previous aspects, decide on the type of Mobile Web you need

Depending on the audience behaviour searching on Google and visiting your site, your present mobile Web situation, technical capacity, content and product offering decide on the type of

Mobile site that suits you best.

by @Aleyda7 Things you need to know about #mobileSEO

h<p://www.stateofsearch.com/mobile-­‐seo-­‐recommenda-ons/

Follow this flowchart to decide if you should build a new responsive site, implement a dynamic serving one or build a parallel mobile version depending on your situation.

7. Based on the previous aspects, decide on the type of Mobile Web you need

Now you’re ready to create and optimize a Mobile Site

by @Aleyda7 Things you need to know about #mobileSEO

... and you can make it look good too!

by @Aleyda7 Things you need to know about #mobileSEO

WTF! They made the Mobile site SEO Friendly

by @Aleyda7 Things you need to know about #mobileSEO

Haha... Yes! Sherlock 1 - Moriarty 0

by @Aleyda7 Things you need to know about #mobileSEO

Start doing #MobileSEO... Sherlock Style Now!

by @Aleyda

Download the presentation from: http://bit.ly/domobileseo

7 Things you need to know about #mobileSEO

Thank you #BrightonSEO