The Art Of Mobile SEO

On Site SEO : Be Google Friendly

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Responsive Design

How Google Likes It

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Responsive Design: Sites that serve all devices on the same set of URLs, with each URL

serving the same HTML to all devices and using just CSS to change how the page is

rendered on the device.

How Google Likes It: 1st Choice

Desktop browserwww.site.com/apples

Mobile browserwww.site.com/apples

Lovely Apples Lovely Apples

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Sites that dynamically serve all devices on the same set of URLs, but each URL serves

different HTML (and CSS) depending on whether the user agent is a desktop or a

mobile device.

2nd Choice

Desktop browserwww.site.com/apples

Mobile browserwww.site.com/apples

Lovely Apples Lovely Oranges

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3rd Choice

Desktop browserwww.site.com/apples

Mobile browsermobile.site.com/oranges

Lovely Apples Lovely Oranges

Sites that have separate mobile and desktop URLs. This is how so many money making

transactional sites work.

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Off Site SEO : How To Rank

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How Search Engines Work

Desktop SERPS

Mobile SERPS

Collect Info: ● Offsite● Onsite

Desktop Crawler

Mobile Crawler

Process

Rank

80% Similar Results

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Index

Links

m.site.com

Links = Votes

Web Site

SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

More Good Votes = Rankings

SERP = Search Engine Ranking Position

Desktop / Mobile

Internet

Google uses a single index for serving content to desktop and mobile users

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Few Links

Links = Votes Not Enough Good Votes = Poor Rankings for a mobile site on the index.

SERP = Search Engine Ranking Position

Internet Web Site

m.site.com

SERP 1:

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10: m.site.com

Desktop / Mobile

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Often on mobile there are not enough 'voting signals' for Google to work off to get solid results.

Users don't link to mobile sites, they link to the main brand site.

Therefore Google ranks a site on whoever is most relevant with most links on desktop and mobile.

Google Needs Solid Signals

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'Online Casino'

Page fold 1980 x 1080 screen

Desktop

Mobile

Page fold

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jackpotcity.co.uk > jackpotcity.co.uk (Responsive)

Jackpot City No1 ‘Online Casino’

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skyvegas.com > m.skyvegas.com (url redirect)

Sky Vegas No2 ‘Online Casino’

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32red.com > touch.32red.com (url redirect)

32 Red No3 ‘Online Casino’

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And Finally...

Follow the guidelines from Google Link build to your main web property

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Make your site render in 1 second

At a minimum, the “above the fold” content of a web page should render in less than one second. Here’s how...

http://calendar.perfplanet.com/2012/make-your-mobile-pages-render-in-under-one-second/

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Go mobile SEO or go homeGoogle recently announced that mobile site optimisation would be a factor in search engine rankings. This was the first time that Google explicitly advised that sites with smartphone issues would not rank well in smartphone SERPs.

http://www.thedrum.com/opinion/2013/07/25/go-mobile-seo-or-go-home

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ResourcesPractical:

● Google’s Maile Ohye - guide to mobile site development

● Vanessa Fox - the definitive guide to technical SEO

● Google - Changes in rankings of smartphone search results | Dave Chaffey commentary

● Google - Common mistakes in smartphone sites

● Bryan McQuade - Make your mobile pages render in under one second

● Mobile SEO infographic

SEO 101

● Google - SEO starter Guide

● Moz - Beginners SEO guide

● 100 web design - 12 lessons on SEO

● Moz - Web developer's SEO cheat sheet

Deep

● Microsoft: Cluster-based Smoothing of Sparse Ranking Signals in Mobile Local Search

● Google’s 200 Ranking Factors: The Complete List

● The Periodic Table Of SEO Success Factors

Business case for SEO

● See Interactive - Building A Better SEO Business Case

● Nathan Safran - How to Counter Your Ignorant Boss’ Misconceptions About SEO

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16 Differences: Mobile v Desktop

1. Local results Are More Likely In Mobile

2. Autocomplete Results Appear Before Results In Mobile App Search

3. Certain Queries Have Interactive Results In Mobile

4. Android Users Are Always Logged In

5. Positions Of Vertical Results Likely Different In Smartphone Results

6. Smartphone Results Have Different Filters

7. Blended Mobile Ranking Algorithm

8. Google Play or iTunes Results For Queries That Include “Download” Or “App”

9. CTR & Bounce Rate More Likely To Vary In Mobile

10. Knowledge Graph Nested Within Results In Mobile

11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile

12. Mobile URLs Listed Per Skip Redirect

13. Mobile Instant Preview Allows You to Thumb Through Results Quickly

14. Smartphone Icons Indicate Smartphone Friendly Content

15. Google Now Provides Search Results With No Queries

16. Google Goggles Provides Entirely Different Results, Based On Visual Queries

Bryson Meunier: http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

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Nick Garner

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