caliber - martin reed - seo trends 2017

@Caliberi

SEO: What to look out for in 2017

Image: http://www.chetwoods.com/portfolio/zetter-hotel-clerkenwell/

@Caliberi

Caliber

@Caliberi

SEO: What to look out for in 2017

Image: http://www.chetwoods.com/portfolio/zetter-hotel-clerkenwell/

@Caliberi

Mobile User Experience

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Mobile usage trends

http://www.telegraph.co.uk/technology/2016/11/01/mobile-web-usage-overtakes-desktop-for-first-time/

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Most people use a smartphone

https://storage.googleapis.com/think/docs/twg-how-people-use-their-devices-2016.pdf

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One quarter are mobile only


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70% of people search on mobile


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Google announces mobile first

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

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Bing, on the other hand

“Christi Olson from Bing says that they have

no plans to do a Bing ‘mobile first’ index.”

http://www.thesempost.com/bing-search-will-not-mobile-first-search-index/

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3 types of mobile friendly sites

Responsive Design Dynamic Serving Separate URLs

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

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Responsive Design

• Don’t block images, Javascript or

CSS - Google uses these to render

the page

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Dynamic Serving


• Use the Vary HTTP header

• Triple check user-agent matching

• Should a tablet user see desktop or

mobile version?

• Ensure the mobile version is fully

SEO optimised

• Meta tags

• Content

• Structured data

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Separate URLs


• rel=“canonical” and rel=“alternate”

• Page to page mapping

• Ensure the mobile version is fully

SEO optimised

• Meta tags

• Content

• Structured data

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Traffic to every non-friendly page is at risk!

Legacy pages on the website? Forgotten subdomains? Old blog posts?

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Site speed

https://www.thinkwithgoogle.com/intl/en-gb/articles/mobile-page-speed-website-load-time.html

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Test for the real world

Image: http://www.androidcentral.com/t-mobile-confirms-speedtest-data-no-longer-counts-against-data-allowances

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Tip: register for a free account to set your location to London

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Timings

Server Browser

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Give the people what they want!

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https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf

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Buying

See, think, do (simplified)

Browsing Considering

SEE THINK DO

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Don’t give them an interstitial page

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Search

Results

Website

Visit

Search

Results

Pogo-sticking = negative user signals

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Changes in Search

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OK Google

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50% of searches will be voice searches by 2020

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Structured data

• Help Google understand your content

• Increase the confidence in its machine learning

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Structured Data

schema.org

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JSON-LD

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Microdata

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Bonus: rich snippets

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Offer the answer

Think conversational. Address the question.

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Research• From your (prospective) customers

• Inbound questions (emails, call centre, in store, social)

• Site search

• Public forums

• ‘Alternative’ products

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Also try: Answer the Public, FAQFox

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Instant Answers

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Instant answer opportunities

SEMrush.com

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HTTPS

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HTTPS as a ranking signal

“For now it's only a very lightweight signal … But

over time, we may decide to strengthen it”

https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html

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Google indexing HTTPS pages by default

“We’ll start crawling HTTPS equivalents of HTTP pages,

even when the former are not linked to from any page.”

https://webmasters.googleblog.com/2015/12/indexing-https-pages-by-default.html

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Chrome’s behaviour

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From October

https://security.googleblog.com/2017/04/next-steps-toward-more-connection.html

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Firefox following suit

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Search

Results

Website

Visit

Search

Results

Pogo-sticking = negative user signals

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Bonus: HTTP/2

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Algorithms..

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Don’t go chasing algorithms

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Create the best possible user experience

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Thanks!

caliber - martin reed - seo trends 2017

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