Mobile Visibility to the Max - 2016 Edition #BigDigitalADL

#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI

Mobile Visibility To The Max 2016 Edition



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I DO SEO

ORAINTI.COM

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I’M ALEYDA SOLISHello #BigDigitalADL

@ALEYDA

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#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI

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http://www.lukew.com/ff/entry.asp?1943

We live in a multi-device world


Officially driven by multi-device search… with the mobile search share growing more & more


And not only in tech heavy industries, but local, ecommerce, … and even b2b!

Local

Ecommerce

News


Google still doesn’t have a mobile index but mobile optimization is a ranking factor that is becoming more & more important over time

http://searchengineland.com/technically-you-can-have-completely-different-content-on-mobile-says-google-222261

http://searchengineland.com/technically-you-can-have-completely-different-content-on-mobile-says-google-222261


This is due to Google’s goal to provide the best mobile experience, reflected also in Rich Cards or AMP

https://webmasters.googleblog.com/2016/06/search-at-io-16-recap-eight-things-you.html

https://www.ampproject.org/

https://webmasters.googleblog.com/2016/06/search-at-io-16-recap-eight-things-you.html

https://www.ampproject.org/


As well as their efforts towards a Mobile Web & App search integration, with App Indexing

http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html

http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html


However, users still have issues with poor experiences that hurt not only mobile visibility but conversion

https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html

https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html


It’s a must then to identify & target your mobile audience specific search behavior

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


HERE’S HOW TO MAXIMIZE YOUR MOBILE SEARCH VISIBILITY…



Understand your Mobile user & search behavior: Which are the top devices used to access your site?


Which queries are giving the highest mobile visibility?


Identify your pages with highest mobile visibility: which have a lower CTR & Position than average?


You can also alternatively use OnPage.org Impact to filter data & see pages along their URLs directly

onpage.org

http://onpage.org

http://onpage.org


and at a directory level too!


Check your pages with highest mobile traffic: which have a lower engagement & conversion rate?


What’s your current mobile Web ranking status vs. your competitors?

semrush.com

Mobile data Not yet available

in Australia

Doesn’t support

Australia yet

sistrix.com

http://semrush.com

http://sistrix.com


SEOMONITOR GOOGLE SEARCH

CONSOLE & GOOGLE ANALYTICS

INTEGRATION

Verify the existing gap of your mobile ranking pages & queries vs. your desktop ones

seomonitor.com

http://seomonitor.com


And the one of queries & pages providing your current mobile search visibility vs. historical ones?

onpage.org Impact

http://onpage.org


If you’re app indexing: Which are the queries that are already bringing visibility to your app?… and low CTR?


Now is time to verify if you’re following Google’s mobile configuration best practices.. using the previous data

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


RESPONSIVE

DYNAMIC PUBLISHING

PARALLEL MOBILE VERSION

https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en

Remember there’s no silver bullet though…



any Mobile Web configuration has best practices

ALLOWING CSS, JS & IMAGES CRAWLING IS FUNDAMENTAL

AS WELL AS SPEED

USE THE VARY HTTP HEADER & CORRECTLY SERVE THE RELEVANT CONTENT FOR THE APPROPRIATE

CRAWLER

INCLUDE THE REL CANONICAL & ALTERNATE TAGS, AS WELL AS

REDIRECTS BETWEEN THE MOBILE & DESKTOP URLS

RESPONSIVE

DYNAMIC PUBLISHING

PARALLEL MOBILE VERSION




Check if your site most critical mobile pages pass Google Mobile validation

https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/


ANY SEO CRAWLER

NOWADAYS SUPPORT IT: SCREAMING FROG,

ONPAGE, BOTIFY, ETC.

Crawl, crawl, crawl your site, like a mobile bot


Are mobile search crawlers effectively accessing pages? Are there non-relevant redirects?


If you can validate also your log files to identify your mobile vs. desktop crawling behavior

https://www.screamingfrog.co.uk/log-file-analyser/

https://www.screamingfrog.co.uk/log-file-analyser/


Match your mobile crawls with log file data: Which pages are not meant to be crawled but being served?

Look for 3xx, 4xx & 5xx HTTP

statuses & crawl inconsistencies


Are your mobile targeted pages offering relevant indexable content to users & crawlers?


https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html

Are there intrusive mobile interstitials (or pop-ups)? Use App banners instead

https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html


Verify with URLProfiler which of your top pages are not mobile friendly & have speed issues

urlprofiler.com

http://urlprofiler.com


You can now easily prioritize your fundamental mobile optimization efforts towards the most critical pages

Mobile Friendliness

Mobile Speed


… and identify the assets causing the performance issues

webpagetest.org

http://webpagetest.org


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

Check out the step by step with URLProfiler

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


RankTank Mobile Friendly Site Test

SERP Tool or Chrome Dev Tools

Verify how your top mobile Web ranking pages are shown in mobile serps: Check from Titles, Descriptions & URLs…

https://www.ranktank.org/mobile-friendly-serp-testing-tool/

https://www.ranktank.org/mobile-friendly-serp-testing-tool/


To the existence of SERP functionalities with opportunities to improve your visibility with them

App Indexing

Maps Results

AMP News Carousels

App Packs


Use these to prioritize from your AMP to App indexation implementations… which can be complex at the start


Follow these steps-by-steps tutorials to get them right before implementing at full

https://firebase.google.com/docs/app-indexing/#implementation_path

https://www.ampproject.org/docs/get_started/create_page.html

https://firebase.google.com/docs/app-indexing/#implementation_path

https://www.ampproject.org/docs/get_started/create_page.html


And these tools to validate your implementations

https://www.ampproject.org/docs/guides/validate.htmlhttps://firebase.google.com/docs/app-indexing/

android/test#testing-your-completed-app

https://www.ampproject.org/docs/guides/validate.html

https://firebase.google.com/docs/app-indexing/android/test#testing-your-completed-app


The same to assess opportunities with structured markup for rich snippets and cards… although complexity is lower!

https://search.google.com/structured-data/

https://search.google.com/structured-data/


Use the revamped Google Structured Data Testing Tool to validate their implementation as well as the GSC report

https://search.google.com/structured-data/testing-tool

https://search.google.com/structured-data/testing-tool


Once you target your current mobile queries effectively, it’s time to expand your presence identifying variations!

keywordtool.io moz.com

http://keywordtool.io

http://moz.com


Use your favorite keywords tools: keywordtool.io, semrush, rank tank’s infinite google suggest, moz, etc.

ranktank.org

http://tool.io

http://ranktank.org


Segment on categories and verify their specific mobile search share, prioritizing those with a high one


Look for additional, mobile targeted modifiers too, that leverage well-known “micro-moments”


That won’t only help to create new mobile targeted content but also functionalities!


If you have apps, don’t forget about cross-platform & cross-device queries for them too


Which you should target & help cross-platform mobile conversions to happen!

YES

NO


It’s time to make the most out of your presence as well as audience mobile search behavior… and potential!


Remember to track those mobile results, (to optimize & improve over time): From visibility…

serpwoo.com

http://serpwoo.com


To Mobile traffic, engagement & conversions!

#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI

NOW IS YOUR TIME!


Thank you #BigDigitalADL! Questions?

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Mobile Visibility to the Max - 2016 Edition #BigDigitalADL