Mobile-First SEO: The SEO Specialist Edition #SEOandLove

Mobile-First SEO

#mobilefirstseo at #seoandlove by @aleyda from @orainti

The SEO Specialist Edition

Ciao #seoandlove


I’m Aleyda Solis


ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO

BITLY.COM/LIBROSEOALEYDA

I PublishI Share

I’m Aleyda Solis


http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/

http://BITLY.COM/LIBROSEOALEYDA

I Blog I Speak I’m Featured

I’m Aleyda Solis


I help companies to connect with them


Search is now mostly mobile driven

http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025


http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

And will also become mobile-based with the upcoming Google Mobile-First Index

https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527


https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527

Ranking signals will come from your mobile Web presence and not Desktop

http://searchengineland.com/faq-google-mobile-first-index-262751



And at some point Google will switch to a Mobile-Only Index




Mobile can already provide these visibility & traffic results


This Growth surpassing Desktop traffic


This Revenue


However most Websites have an issue converting with it

http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016


http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016

Due to clear challenges with Mobile Optimization

https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html


https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html

I bet this is not a surprise ;)

https://twitter.com/Oatmeal/status/810905426132799488


https://twitter.com/Oatmeal/status/810905426132799488

It happens in Italy too

https://www.consumerbarometer.com/


https://www.consumerbarometer.com/

Let’s fix this with a Mobile-First SEO Process


How is your Mobile Targeted

Content performing?

How Mobile users & search crawlers see

your content?

How your audience search

using mobile devices?


Which queries are your visitors using to search for your top services on mobile?

Google Search Console


https://www.thinkwithgoogle.com/research-studies/micromoments-guide-pdf-download.html

How do these differentiate from the ones searched from desktop devices?


Are you already effectively targeting them with your content?


SimilarWeb

Verify your competitors mobile traffic & organic search share


http://Sistrix

The mobile traffic trend over time as well as ranked queries, positions & URLs


Are the same mobile queries bringing visibility to them?

Sistrix


http://Sistrix

Compare to identify opportunities


Expand them taking conversational queries into consideration

http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917


http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917

What kind of product research people do in their smartphones?


Get ideas

KWFinder


http://KWFinder

Discover Brands

KWFinder


http://KWFinder

Compare Products

KWFinder


http://KWFinder

Look for opinions

KWFinder


http://KWFinder

Identify and prioritize those relevant queries with higher mobile search share

Google Keyword Planner


Think on the intent, context & immediacy

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


Content performing?


your content?




It’s critical to have a Mobile Web version. There are 3 main alternatives.

https://developers.google.com/webmasters/mobile-sites/mobile-seo/

Responsive Web Design Dynamic Serving Independent Mobile Site



The 3 have do’s & dont’s

Responsive Web Design Dynamic Serving Independent Mobile Site

Don’t block images, css & js resources.

Include the Vary: User-Agent HTTP header

Identify & serve the relevant Web version to the right user agent

Implement Rel alternate & canonical Tags between mobile & desktop URLs.

Implement 301-redirects between mobile &

desktop to refer the user agent to the relevant Web version


Also pros & cons! Choose based on the identified audience behavior, business & tech requirements

https://www.thinkwithgoogle.com/articles/building-websites-multi-screen-consumer.html


https://www.thinkwithgoogle.com/articles/building-websites-multi-screen-consumer.html

This configuration doesn’t need to change with the mobile first index too




But is your site really mobile friendly?




Verify for yourself by using Chrome’s DevTools Device Mode

bit.ly/chromedevicemode


http://bit.ly/chromedevicemode

Look also for already identified issues in the GSC Mobile Usability report


Double check for problems with Google’s Mobile-Friendly Test

https://search.google.com/search-console/mobile-friendly



Be mindful of blocked resources issues &false-positives on optimization status too


You can directly validate if all of your site pages pass the Mobile validation by using URLProfiler


To easily identify which ones fail and why


Simulate Googlebot for Smartphones and crawl your site w/ JS rendering

Screaming Frog



Verify if the mobile crawler sees the same than a user when accessing your site pages


See if there are blocked pages or resources that need to be accessed


Check if there are faulty redirects, canonicalization issues & errors to fix


The ideal is to also directly validate the mobile bots behavior in your log files


Screaming Frog


Match your log data with your own crawled one to compare the identified URls


And if there are inconsistencies between the requested Urls response codes


http://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874

It’s also critical to make sure your mobile site pages load really fast


http://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874

Identify the load times of your top pages directly in Google Analytics


Use Chrome’s DevTools Network & Audits to emulate & see the resources are causing the delay


Double-Verify and prioritize with Google’s PageSpeed Insights Tool

https://developers.google.com/speed/pagespeed/insights/



You can easily validate all of your site pages speed by using Google API with URLProfiler

URLProfiler



To also spot which issues are negatively affecting to most of your pages


What about implementing AMP to improve your speed issues?

searchengineland.com/amp-top-stories-now-live-243314


http://searchengineland.com/amp-top-stories-now-live-243314

Mobile Responsive Non-AMP Mobile AMP

To deliver a faster & safer Mobile Web experience, even if you already have a mobile Web version


It’s now a requirement to be included in the news carousel and can provide extra 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.


The additional organic search visibility & traffic can be impressive


Be careful showing what can be a over-simplified mobile AMP experience when using plugins though

Mobile Responsive Non-AMP Mobile AMP

<>


This can end-up boosting visibility but lowering your engagement


Mobile Non-AMP Mobile AMP

=

The goal is to provide the most consistent user experience through your “extended” AMP pages


Usually when you’re in one of these scenarios

You’re in the media, news

industry or have a blog

Your current mobile page speed

sucks

You can personalize AMP to have a similar

UX & functionality than your current

site


You don’t have a mobile version or an independent

one ideally

Verify that your content type & functionality are AMP supported

https://www.ampproject.org/es/roadmap/

https://www.ampproject.org/docs/reference/components


https://www.ampproject.org/es/roadmap/

https://www.ampproject.org/docs/reference/components

Follow OnPage’s AMP Checklistfor a correct implementation

https://en.onpage.org/knowledge-base/tutorials/amp/


https://en.onpage.org/knowledge-base/tutorials/amp/

If you use a CMS like Wordpress, use existing plugins to facilitate the configuration

https://wordpress.org/plugins-wp/amp/ https://wordpress.org/plugins-

wp/glue-for-yoast-seo-amp/


https://wordpress.org/plugins-wp/amp/

https://wordpress.org/plugins-wp/glue-for-yoast-seo-amp/

Monitor potential errors in the GSC AMP Report


Prioritize to fix “critical” issues affecting most & more important pages


It can be a rollercoaster, although one with a positive trend if critical errors are handled


To maximize your mobile search visibility


Check out my AMP presentationfor more tools, examples & scenarios

http://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus


http://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus

Your Mobile content should be optimized too




Although it will be ok to hide it on Mobile


=

https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

It’s critical to facilitate its access avoiding interstitials & pop-ups


https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

Don’t do this


Or this might happen


https://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/

https://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/

You can use app banners instead

https://developer.android.com/distribute/users/banners.html


https://developer.android.com/distribute/users/banners.html

Use GSC to check how Google render your key pages content on both mobile & desktop

Desktop Mobile


Verify if your mobile crawled content is also correctly rendered


If it really answer to the identified mobile queries


Open Times

Address & Phone

Reservation

Photos & Reviews

Ratings

Be mindful of adding the relevant structured data to mark it up

http://www.thesempost.com/details-googles-mobile-first-indexing-change/#Structured_Data


http://www.thesempost.com/details-googles-mobile-first-indexing-change/#Structured_Data

Use Schema.org with Json-LD to specify the meaning of the supported information

https://developers.google.com/search/docs/guides/mark-up-content


https://developers.google.com/search/docs/guides/mark-up-content

We can additionally obtain extra visibility in mobile SERPs with Rich Snippets & Cards


Identify more opportunities to generate featured snippets by analyzing your competitors

semrush


https://webmasters.googleblog.com/2016/11/rich-cards-expands-to-more-verticals.html

You can directly test their implementation using the Structured Data Testing Tool


As well as verify how they will look in mobile search results


To make the most out of them and maximize your mobile search CTR



Content performing?


your content?




Identify which of the targeted queries are bringing you the highest rankings, traffic & revenue

SEOmonitor


https://wordpress.org/plugins-wp/glue-for-yoast-seo-amp/

If the right pages are being ranked & attracting traffic & conversions for their relevant queries


How your ranked pages are shown in mobile results and the gap vs. your competition

serpchecker


http://serpchecker

Look also for gaps between mobile & desktop ranked pages & queries to refine & expand


To continue identifying more mobile opportunities in an optimized environment to drive growth :)


Grazie!


Con il patrocinio del Comune di Verona Assessorato al Commercio

Marketing

Mobile-First SEO: The SEO Specialist Edition #SEOandLove