mobile seo - technical, content, local, apps and beyond

Mobile SEO

Nicole HessDirector of Strategy, Yogi, Adrenaline Junkie

@NicoleCherieH

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“Mobilegeddon”“Google’s Panda algorithm impacted at its biggest point about 12% of the search queries. Penguin was closer to 4% at it’s max.”

https://www.seroundtable.com/google-mobile-algorithm-big-20010.html

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“Mobilegeddon”

Google, May 2015 – “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”

Dr. Pete, June 2015 – “In the US, only 3% of Searches Return Simple List of Blue Links”

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

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“Mobilegeddon”

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Google is Delivering the Experience + Content Tailored to Searcher Intent

WeatherMusic Info Cards (Tour Dates & Songs/Albums)Hotel Booking SearchFlight Booking SearchTV Info Cards (with Season/Episode)Song LyricsFood Nutrition InfoHealth Condition & DrugsKnowledge GraphDefinitions & ConceptsVideos – Play from SERPLocation/Business CardsRestaurants & MenusMap QueriesCar Insurance SearchHow to Boil an Egg https://www.youtube.com/watch?v=Y4NkXZh-EjA

https://youtu.be/384xrKf6s98

“Now On Tap”

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Responsive Web Design

@nicolecherieh

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Mobile SEO for AllBusiness Case (Why x3)

Consumer Data Website Data Search Data

Strategy (What) Mobile Site Strategies (Responsive, Adaptive and m.*) Technical Content Video Local Knowledge Graph Feature SERPs Schema Apps

Image @Student Affairs Collective

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SEARCH BEHAVIOR DATA + CLIENT CONSUMER DATA

Mobile SEO Business Case

@nicolecherieh

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182M People in the U.S. have a Smartphone

http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

50+

30-49

18-29

80%

90%

97%

Use It Don't

Who is using Mobile Internet?

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Search is Most Common Starting Point for Mobile Research

http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

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Do Customers Buy on Mobile?

http://www.searchenginepeople.com/blog/15071-mobile-responsive.html

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Your Website Data

Google Analytics: Traffic by Device

Google Analytics: Review Popular Mobile Pages with High Bounce Rate

@nicolecherieh

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Your Keyword Data

• Google WMT Search Queries

• Mobile Keyword Rankings

• Adwords

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Even More Data… Personas

• Google Consumer Insights• Social Media Ads

Demographics• Pew Research Center• Nielson • comScore• UserTesting.com

@nicolecherieh

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Client Signs Up for Mobile SEO and Requests:

@nicolecherieh

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MOBILE SITE STRATEGY

Mobile SEO Strategy

Mobile Site OptionsResponsive Dedicated (m.*) Dynamic / Adaptive

URL Structure1 URL Different Desktop and

Mobile URLs1 URL

HTML and CSS

Same HTML, CSS and Content

Different HTML choice on CSS and Content

Different HTML and CSS depending on User Agent, choice on Content

How content is optimized for mobile

Device does the work

Delivered as is Server does the work

Delivery of HTML and CSS

Use CSS to render page

Mobile domain has own code

User Agent detects browser and serves appropriate HTML, CSS and Content

SEO Consideration

Requires optimization for speed and delivery

Requires technical SEO for URL structure

Requires accurate recognition of User Agents

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Responsive Web DesignPros• Same content, same URLs, less room

for error, less code to update

Cons• Same content, probability for heavy

code, slow site

SEO Considerations• Speed

– Optimizing CSS and JavaScript– Optimizing Images

@nicolecherieh

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Dynamic / AdaptivePros• Same content, same URLs, optimize HTML

and CSS for device

Cons• Same content, probability for heavy code,

slow site

SEO Considerations• Vary HTTP header• Detect by user-agent string• Keep redirection consistent with

rel=“alternate” tags@NicoleCherieH

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Dedicated Site / m.*Pro’s• Mobile specific content, dedicated mobile

experience

Con’s• Different URLs require specific technical SEO,

issues can arise when URLs are shared via social media, email, etc.

SEO Considerations• Rel=alternate, Desktop• Canonical Tags, Mobile• XML Sitemap notations• Create Mobile XML Sitemap• Offer a way to desktop

@NicoleCherieH

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Technical Mobile SEO – m.* Redirects

@NicoleCherieH

Beware Faulty Redirects Setup

Beware infinite redirect loopsi.e. Googlebot-mobile > redirect to feature phone site > redirect to smartphone site > redirect to desktop site > (start all over again)

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Technical Mobile SEO – 404s

If a page on your site doesn’t have a smartphone equivalent, keep users on the desktop page.

@NicoleCherieH

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TECHNICAL MOBILE SEO

Mobile SEO Strategy

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Technical Mobile SEO

“After 1s or more, the user’s flow and engagement with the initiated task feels broken.”

https://blog.kissmetrics.com/loading-time/?wide=1

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Technical Mobile SEO - Speed

• Server response time under 200 ms• Start render time under 3s• Minimize # of redirects• Minimize # of roundtrips to first render• No interstitials

https://www.filamentgroup.com/lab/performance-rwd.html

Aim for This

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Mobile SEO - Tests

Google Mobile-Friendly Test

Google Page Speed Insights

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Technical Mobile SEO - TestsGoogle Webmaster Tools WebPageTest.org (Also Google)

@NicoleCherieH

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Technical Mobile SEO - JavaScript

SEO Check:• Do not block JavaScript in Robots.txt file• Ensure that no JavaScript blocks the rendering of ATF

content

Dev Check:• Replace JavaScript libraries with leaner JavaScript modules• Defer the loading of JavaScript until the page has started

loading• Minify JavaScript

http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/High Performance Browser Networking

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Technical Mobile SEO - CSS

SEO Check• Do not block CSS in Robots.txt file• Use Gzip compression

Dev Check:• Inline CSS and ATF CSS• Identify and defer non-critical CSS• Load the full CSS asynchronously, after rendering• Minify CSS

http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/High Performance Browser Networking

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Technical Mobile SEO - Images

• Responsive: Serves the same HiRes image scaled down in size as the device gets smaller and requesting a new image for each layout

• Adaptive: Developers have complete control over what content will be served to what device

• M.*: Developers have complete control over what content will be served for the domain

http://www.techrepublic.com/blog/web-designer/what-is-the-difference-between-responsive-vs-adaptive-web-design/

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Technical Mobile SEO - Images

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

Option 1. Optimize in Photoshop:Make a photo 3% of its original size.“Save for Web” + reduce “Quality” to 65 and this file shrunk from 213K down to just 7.416K.

Repeat for all images on page.

Option 2. Let Google do it:

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CONTENT, LOCAL, SCHEMA AND BEYOND

Mobile SEO Strategy

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Mobile Content SEOGoogle’s Intent-driven SERPs

Know how your customers are going to use your content.

Late Night Delivery Photo Collage Cake Recipe Song Lyrics

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

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Mobile Content SEO

• Mobile Content Gap Analysis to define mobile search queries and content strategy– GWMT, Ranking Tools, Competitor Analysis,

Keyword Research

• Micro-moments: Snackable content geared towards intent

@NicoleCherieH

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Mobile Content SEO

• Micro-Moment: Shopping

@NicoleCherieH

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Mobile Content SEO

• Micro-Moment: Planning / Services

@NicoleCherieH

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Mobile Content SEO

• Micro-Moment: Inspiration, Entertainment

@NicoleCherieH

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Mobile Content SEO

“Content Strategy for Mobile” by Karen McGrane, A Book Apart Publishers

@NicoleCherieH

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Mobile Content SEO

@NicoleCherieH

Ensure your desired content for page is crawlable via Emulator and Fetch as Google

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Technical Mobile Content SEO• Select your breakpoints without hiding your content. “Don’t

simply hide content just because you can’t fit it on screen.” – Google

• Must have an OnLoad JavaScript event for Googlebot to see content; no links will be clicked to get content in single page design – Google

• Avoid sideways scrolling• Infinite scroll should break down to pagination with

Rel=“Next” Rel=“Prev”• End pagination with the last piece of content• Pagination should be included in Sitemaps

https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpointshttps://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html

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Video SEO for Mobile

• HTML5 is preferred for video players

• Google warns users of incompatible sites

• No Flash• Include transcript or text highlights

of video available on all devices

• Mobile video strategy

http://localu.org/blog/a-guide-to-google-mobile-local-pack-results/

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Local SEO• It’s getting tougher out there –

Local Pack is now usually only 3 results

• Optimize “Google My Business” Listing

• Use Moz.com/Local (Best $84 you can spend)

• Publish Local Content

• Guide to Local SEO (Shameless plug)

http://bit.ly/nicole-local-seo-guide

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Knowledge Graph SEO for Mobile

• http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities-relationships/

• http://inbound.org/articles/view/i-became-an-entity-how-i-m-on-the-knowledge-graph

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Schema SEO for Mobile

• Location, business info• Reviews, ratings• Event, ticketing• Products• Recipes• Articles• Person• Email schema

@NicoleCherieH

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Schema SEO for Mobile - Email

• Roughly 50% of emails are read on mobile devices

• 54% of B2C Brands as of June 2015 do not have mobile friendly promotional emails

• Email schema for Events, Flight, Hotel, Rental Car, Restaurant

http://marketingland.com/5-levels-mobile-friendly-email-design-time-graduate-137516

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APP SEO

Mobile SEO Strategy

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Monthly Usage of App vs Mobile Web

http://www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross-platform-report.html

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App SEO

http://www.slideshare.net/Suzzicks/mozcon-mobilegeddon

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App SEO• Who? Hulu.com, Refinery29.com,

Techcrunch.com• Deep links are a positive mobile web

ranking signal• App screens to have a 1-1 content

parity with webpages• Descriptive App names help• Keywords in the App description help• OnLoad event to trigger further

crawling to get more content, Google will not click links

http://searchengineland.com/emerging-role-seo-app-discoverability-224543https://moz.com/blog/mobile-app-search

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App SEO

Should my business develop an App?• Is it an experience that necessitates an app?

– Continuous Use: Facebook, Tinder– Place of Use: Recipes– On-the-Go Use: Car Rental Booking

• Is there an added value the App can bring?– Multistep processes: Yelp, Geico– Service: Uber, GrubHub– Engagement: Games, PicStich

• What Persona is being targeted?– Rural senior citizens– Millennial urbanites

@nicolecherieh

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RESOURCES

Mobile SEO

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Technical Mobile SEO – Checklist Test your site to see if Google views you as mobile friendly or not Double check your CMS specific recommendations Determine mobile site solution and specific optimizations

Rel=alternate, canonicals tags and XML Sitemap considerations for mobile site Set Meta Viewport for Responsive Vary HTTP header for Dynamic / Adaptive

Check speed and load times (aim for a Start Render time of 3s or less) Server must render the response (< 200 ms) Optimize JavaScript and CSS (fit within the first fit within the first 14 KB of data sent) Optimize images Check redirects for unavailable content on mobile Check smartphone 404s Resolve blocking of JavaScript, CSS or image files in Robots.txt No flash content for mobile Check where you are sending searches (when don’t have a mobile page, send to desktop) Ensure you have proper advertising for apps (no interstitials) Ensure size of tap targets is optimized (between 12px and 20px of space between minor touch elements

and 32px-ish of spacing between major touch elements) Schema implementation (Mobile, Email) @NicoleCherieH

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Links from Slides• Slide 2 - https://www.seroundtable.com/google-mobile-algorithm-big-20010.html• Slide 3 - http://adwords.blogspot.com/2015/05/building-for-next-moment.html • Slide 5 - https://www.youtube.com/watch?v=Y4NkXZh-EjA • Slide 5 - https://youtu.be/384xrKf6s98 • Slide 9 - http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ • Slide 10 - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf • Slide 11 - http://www.searchenginepeople.com/blog/15071-mobile-responsive.html • Slide 24 - https://blog.kissmetrics.com/loading-time/?wide=1 • Slide 25 - https://www.filamentgroup.com/lab/performance-rwd.html • Slide 26 - https://www.google.com/webmasters/tools/mobile-friendly/ • Slide 26 - https://developers.google.com/speed/pagespeed/insights/• Slide 27 - http://www.webpagetest.org/• Slide 28 & 29 -

http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/

• Slide 30 - http://www.techrepublic.com/blog/web-designer/what-is-the-difference-between-responsive-vs-adaptive-web-design/

• Slide 31 - https://developers.google.com/speed/pagespeed/insights/

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Links from Slides• Slide 33 - http://adwords.blogspot.com/2015/05/building-for-next-moment.html • Slide 40 -

https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpoints

https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html • Slide 41 - http://localu.org/blog/a-guide-to-google-mobile-local-pack-results/• Slide 42 - http://bit.ly/nicole-local-seo-guide • Slide 43 - http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities-relationships/ http://inbound.org/articles/view/i-became-an-entity-how-i-m-on-the-knowledge-graph• Slide 45 -

http://marketingland.com/5-levels-mobile-friendly-email-design-time-graduate-137516 • Slide 47 - http://

www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross-platform-report.html

• Slide 48 - http://www.slideshare.net/Suzzicks/mozcon-mobilegeddon • Slide 49 - http://searchengineland.com/emerging-role-seo-app-discoverability-224543

https://moz.com/blog/mobile-app-search

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More ResourcesLearning• http://www.pewinternet.org/2012/11/30/the-best-and-worst-of-mobile-connectivity/ • http://www.slideshare.net/Suzzicks/the-future-of-mobile-seo-smx-munich-2015• http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps• http://www.slideshare.net/johnshehata/advanced-mobile-seo-john-shehata-c3-2014 • https://developers.google.com/web/fundamentals/layouts/ • https://www.google.com/think/multiscreen/whitepaper-sitedesign.html • https://developers.google.com/web/fundamentals/input/form/• http://www.pewinternet.org/2012/11/30/the-best-and-worst-of-mobile-connectivity/• http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps• https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpoi

nts• https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html Tools• https://developers.google.com/speed/pagespeed/insights_extensions?hl=en • http://mobitest.akamai.com/m/index.cgi • https://validator.w3.org/mobile/ • http://readwrite.com/2015/08/13/deep-link-tutorial-uninstalled-apps

@NicoleCherieH