winning in a mobile search world #searchstarsse
TRANSCRIPT
#winningmobile at #searchstarsSE by @aleyda from @orainti
Winning in a Mobile Search World
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
Since a few years ago, in a galaxy not so far away….
#winningmobile at #searchstarsSE by @aleyda from @orainti
Smartphones have become the primary digital device
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
Which shouldn’t be a surprise right?
#winningmobile at #searchstarsSE by @aleyda from @orainti
We might be a bit addicted
#winningmobile at #searchstarsSE by @aleyda from @orainti
Mobile phones are a primal need now
#winningmobile at #searchstarsSE by @aleyda from @orainti
Like, very very primal
Would you be willing to give up your Mobile phone?
#winningmobile at #searchstarsSE by @aleyda from @orainti
For good & bad, our behaviour has largely changed with them
#winningmobile at #searchstarsSE by @aleyda from @orainti
Since 2014 Smartphones have driven the growth of digital time spent
#winningmobile at #searchstarsSE by @aleyda from @orainti
Worldwide
#winningmobile at #searchstarsSE by @aleyda from @orainti
20% of ecommerce transactions are performed from Mobile devices
#winningmobile at #searchstarsSE by @aleyda from @oraintihttp://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
Search is also mostly mobile driven now
#winningmobile at #searchstarsSE by @aleyda from @orainti
As a consequence, Google is moving towards a Mobile First Index
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
#winningmobile at #searchstarsSE by @aleyda from @orainti
Ranking signals will come from your mobile Website, not Desktop one
http://searchengineland.com/faq-google-mobile-first-index-262751
#winningmobile at #searchstarsSE by @aleyda from @orainti
It’s already being tested, and likely to happen next year
http://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074
#winningmobile at #searchstarsSE by @aleyda from @orainti
At some point Google will switch to a Mobile-Only Index
http://searchengineland.com/faq-google-mobile-first-index-262751
#winningmobile at #searchstarsSE by @aleyda from @orainti
Sadly, many mobile sites are not ready… (because they’re not really optimised)
ADSINTERSTITIALS
#winningmobile at #searchstarsSE by @aleyda from @orainti
And they also hurt mobile user experience
#winningmobile at #searchstarsSE by @aleyda from @orainti
Which also makes people to leave
https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html
#winningmobile at #searchstarsSE by @aleyda from @orainti
Negatively influencing mobile conversions
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
#winningmobile at #searchstarsSE by @aleyda from @orainti
Causing a non-trivial mobile-desktop conversion gap
#winningmobile at #searchstarsSE by @aleyda from @orainti
It’s time to learn some Jedi Mobile SEO Skills
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
I’m Aleyda Solis
#winningmobile at #searchstarsSE by @aleyda from @orainti
I help companies to connect with them
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
Some of them brands you likely know
#winningmobile at #searchstarsSE by @aleyda from @orainti
Today, I’ll help you too
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
A correctly configured and accessible Mobile Website you must have
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
THAT WAS YODA ACCENT, DON’T BLAME ME
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
Responsive Web Dynamic Serving Independent Mobile Web
There are 3 main Mobile Web Configurations
#winningmobile at #searchstarsSE by @aleyda from @orainti
Responsive Web Design, that uses CSSMedia Queries to reformat the same HTML
#winningmobile at #searchstarsSE by @aleyda from @orainti
Dynamic Serving, showing different HTMLs through the same URL based on user-agent
Desktop Mobile
#winningmobile at #searchstarsSE by @aleyda from @orainti
Independent Mobile Site, that serves different HTMLs through different URLs
Desktop Mobile
#winningmobile at #searchstarsSE by @aleyda from @orainti
Each of them have Pros & Cons
https://developers.google.com/search/mobile-sites/mobile-seo/
Responsive Web Dynamic Serving Independent Mobile Web
Same HTML for Mobile & Desktop = Less
personalisation & speed restrictions
Different HTML for Mobile & Desktop through the same URL = More difficult to correctly serve
and maintain
Different HTML for Mobile & Desktop through different URLs = More difficult to
configure, serve, crawl and maintain
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-seo/
But they are all recognised by Google
#winningmobile at #searchstarsSE by @aleyda from @orainti
As long as they comply with certain minimal configurations
https://developers.google.com/search/mobile-sites/mobile-seo/
Responsive Web
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
Dynamic Serving Independent Mobile Web
#winningmobile at #searchstarsSE by @aleyda from @orainti
Google’s requirements won’t likely change with the Mobile First Index too
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://www.seroundtable.com/google-mobile-migration-24024.html
But if you’re looking to move from an independent to a responsive site, do it now
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
It’s then critical to verify if your site pages pass the Google Mobile validation
#winningmobile at #searchstarsSE by @aleyda from @oraintiGoogle Search Console
As well as if they trigger Mobile Usability errors in the Search Console
#winningmobile at #searchstarsSE by @aleyda from @orainti
Use the Google PageSpeed API with URL Profiler to validate all your pages easily
urlprofiler.com
#winningmobile at #searchstarsSE by @aleyda from @oraintiSitebulb
You can also use SEO crawlers to verify all of your mobile Website URLs
#winningmobile at #searchstarsSE by @aleyda from @oraintiDeepcrawl
As well as checking the relevant mobile Web configuration
#winningmobile at #searchstarsSE by @aleyda from @oraintiGoogle Analytics
Use Analytics to identify the top mobile devices already being used by your visitors
#winningmobile at #searchstarsSE by @aleyda from @oraintibit.ly/chromedevicemode
Emulate them using Chrome to check how your most important pages are shown
RIGHT CLICK + INSPECT
#winningmobile at #searchstarsSE by @aleyda from @orainti
“Is your Mobile Web effectively configured? I already start sensing the force….”
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
But also, all your content should be findable in your Mobile Web too
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
>
It’s usual to find Mobile sites showing less content than the desktop versions
#winningmobile at #searchstarsSE by @aleyda from @oraintihttp://searchengineland.com/faq-google-mobile-first-index-262751
But with a Mobile First index you should bring all your content & structured data
#winningmobile at #searchstarsSE by @aleyda from @orainti
It’s ok to use expandable content by using CSS in this case
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://www.seroundtable.com/google-prepare-for-mobile-first-index-24052.html
But critical to make sure your mobile Web content is accessible and indexable
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
This is why bigger intrusive Mobile app pop-ups & interstitials are penalised
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
To refer to apps, is better to use app banners instead
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Don’t do this!
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/
Or this might happen :(
GOOGLE POP-UP UPDATE RELEASE
BYE MOBILEVISBILITY
#winningmobile at #searchstarsSE by @aleyda from @oraintiScreaming Frog
Emulate the Googlebot for Smartphones and crawl your site w/ JS rendering
#winningmobile at #searchstarsSE by @aleyda from @orainti
Verify if the mobile crawler sees the same than the desktop and the user
WHY ARE THESE RESOURCES BLOCKED?
HOW IS THE MOBILE PAGE
RENDERED?
#winningmobile at #searchstarsSE by @aleyda from @orainti
Are there errors, non-relevant redirects, blocked or no-indexed URLs
WHY ARE THESE URLS RETURNING ERRORS?
WHY ARE THESE URLS
NOINDEXED?
ARE THEY CORRECTLY CANONICALISED?
#winningmobile at #searchstarsSE by @aleyda from @orainti
Do the same with every content element, from titles to main text
ARE THESE TITLES
RELEVANT?
WHY THESE PAGES DON’T HAVE TITLES?
#winningmobile at #searchstarsSE by @aleyda from @orainti
Do a parity mobile-desktop SEO audit to compare the crawler behaviour
https://moz.com/blog/mobile-parity-audits
#winningmobile at #searchstarsSE by @aleyda from @orainti
“If all your relevant content is accessible & indexable on your mobile site, you are half-way there”
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
But your Mobile site content should also fulfil your mobile users search intent
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
Grrroaargghh?
Including Chewbacca’s Mobile searches
#winningmobile at #searchstarsSE by @aleyda from @orainti
How do you organise & prioritise your Mobile Web Content?
#winningmobile at #searchstarsSE by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @oraintiGoogle Search Console
Identify the queries already attracting more visibility in Mobile search results
#winningmobile at #searchstarsSE by @aleyda from @orainti
Which are those bringing the best rankings, visibility and features to your competitors
Sistrix
#winningmobile at #searchstarsSE by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti
Compare your mobile rankings vs. your competitors
Semrush
#winningmobile at #searchstarsSE by @aleyda from @orainti
Online Ideas & inspiration
Opinions, reviews & advice
Brand discovery
Product, price & features comparisons
Product availability
Online offers, promos & coupons
Take into consideration the queries made across the customer journey
#winningmobile at #searchstarsSE by @aleyda from @orainti
Buy Backpacks NikeNew
ACTION PRODUCT BRANDCHARACTERISTIC
Sell
Reserve
Register
Rucksacks
Shoes
Jackets
Purses
Pants
Shirts
Caps
Adidas
Guess
Levis
Cheap
For Women
TYPE
School
Subscribe
Exclusive Travel
BabiesRed
For Yoga
New York
LOCATION
Around me
Nearby
Online
Used
Establish the most popular terms patterns
#winningmobile at #searchstarsSE by @aleyda from @orainti
More Generic More Volume Less Relevant
Less Conversions
More Specific Less Volume
More Relevant More Conversions
ACTION PRODUCT LOCATIONBUY BACKPACK NEAR ME
ACTION + PRODUCT PRODUCT + CHARACTERISTIC PRODUCT + BRANDBUY BACKPACKS NEW BACKPACKS NIKE BACKPACKS
Action + Product + CharacteristicBUY CHEAP BACKPACK
Action + Product + LocationBUY BACKPACK IN NYC
Product + Type + Brand
NIKE SCHOOL BACKPACK
Action + Product + Characteristic + LocationBUY NEW BACKPACK IN NYC
Action + Product + Brand + LocationBUY NIKE BACKPACK IN NYC
Product + Brand + Location
NIKE BACKPACK IN NYC
Expand them to look for the most relevant & popular queries
#winningmobile at #searchstarsSE by @aleyda from @orainti
Travel backpacks Backpacks Sale
Segment your queries based on their categories, characteristics, locations…
#winningmobile at #searchstarsSE by @aleyda from @oraintiGoogle Keyword Planner
Lastly verifying which are more popular from mobile devices
Travel backpacks Backpacks Sale
#winningmobile at #searchstarsSE by @aleyda from @orainti
To prioritise accordingly
#winningmobile at #searchstarsSE by @aleyda from @orainti
“It’s about fulfilling your mobile audience search need with your content information, format & organisation”
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
Last but not least, Your Mobile Web faaaaaast should be
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @oraintihttps://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-page-speed-load-time/
Your site speed is critical to your Mobile users experience & conversions
#winningmobile at #searchstarsSE by @aleyda from @orainti
As well as their well-being
#winningmobile at #searchstarsSE by @aleyda from @orainti
Your users have a minimum expectation of 2 seconds
#winningmobile at #searchstarsSE by @aleyda from @orainti
The average is shockingly higher though
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
#winningmobile at #searchstarsSE by @aleyda from @orainti
And consequences are devastating
#winningmobile at #searchstarsSE by @aleyda from @oraintihttp://www.thesempost.com/google-mobile-first-index-page-speed-ranking/
Mobile speed is only getting more important with Google’s mobile first index too
#winningmobile at #searchstarsSE by @aleyda from @orainti
How long does the H&M mobile home page takes to load?
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
5 Seconds
https://testmysite.thinkwithgoogle.com/
#winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
… What about Aftonbladet?
#winningmobile at #searchstarsSE by @aleyda from @orainti
6 Seconds
#winningmobile at #searchstarsSE by @aleyda from @orainti
… and the Let’s Deal site?
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
9 Seconds
#winningmobile at #searchstarsSE by @aleyda from @orainti
Sigh. What about your own site?
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti
Use Analytics to see which of your most important mobile pages take longer to load
Google Analytics
#winningmobile at #searchstarsSE by @aleyda from @orainti
Complement this data with the one of your own Mobile crawls
#winningmobile at #searchstarsSE by @aleyda from @orainti
With Sitebulb you will get the pages and resources affected, along recommendations
#winningmobile at #searchstarsSE by @aleyda from @orainti
Verify this for your top pages with the Chrome Lighthouse integration
#winningmobile at #searchstarsSE by @aleyda from @orainti
Obtaining directly the resources that need to be optimised too
#winningmobile at #searchstarsSE by @aleyda from @orainti
Check out also these actionable resources to optimise your site page speed
https://makefastsites.com/ & https://pa.ag/iss17speed
#winningmobile at #searchstarsSE by @aleyda from @orainti
The solution is to implement WPO principles to make your Mobile site to load fast
https://developers.google.com/speed/docs/insights/rules
#winningmobile at #searchstarsSE by @aleyda from @orainti
But big sites have restrictive legacy systems & small ones little resources to improve it
#winningmobile at #searchstarsSE by @aleyda from @orainti
That’s why Google launched AMP almost two years ago
http://searchengineland.com/amp-top-stories-now-live-243314
#winningmobile at #searchstarsSE by @aleyda from @orainti
It uses a “simplified” HTML version with optimised resources & cache to serve it faster
#winningmobile at #searchstarsSE by @aleyda from @orainti
AMP should be published “parallely” to your current (slower) Web pages
https://amp.businessinsider.com/game-of-thrones-gendry-olympian-running-meme-2017-8
http://www.businessinsider.com/game-of-thrones-gendry-olympian-running-meme-2017-8
#winningmobile at #searchstarsSE by @aleyda from @orainti
AMP is certainly much faster!
https://amp.businessinsider.com/game-of-thrones-gendry-olympian-running-meme-2017-8
http://www.businessinsider.com/game-of-thrones-gendry-olympian-running-meme-2017-8
#winningmobile at #searchstarsSE by @aleyda from @orainti
AgainOriginal Mobile Page AMP URL Version
#winningmobile at #searchstarsSE by @aleyda from @orainti
and againOriginal Mobile Page AMP URL Version
#winningmobile at #searchstarsSE by @aleyda from @orainti
AMP is also cached and pre-rendered by Google when shown in Mobile SERPs
Google AMP Viewer URLthat is pre-rendered
Canonical URL of the Page
Content served from AMP Cache URL
#winningmobile at #searchstarsSE by @aleyda from @orainti
It’s faster than the Millenium Falcon
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
Although AMP usage is not a ranking factor (at least yet)
#winningmobile at #searchstarsSE by @aleyda from @orainti
And Google won’t index AMP in a Mobile First Index
#winningmobile at #searchstarsSE by @aleyda from @orainti
It has been made a requirement to be included in the News Carrousels
#winningmobile at #searchstarsSE by @aleyda from @orainti
As well as shown in organic results
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.
#winningmobile at #searchstarsSE by @aleyda from @orainti
All this has skyrocketed its visibility …
#winningmobile at #searchstarsSE by @aleyda from @orainti
As well as the extra traffic sites can get from using it
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
More Mobile organic visibility and traffic from AMP than
non-AMP results
#winningmobile at #searchstarsSE by @aleyda from @orainti
Incentivising its adoption, especially among big media oriented sites
Sistrix
#winningmobile at #searchstarsSE by @aleyda from @orainti
Boom
#winningmobile at #searchstarsSE by @aleyda from @orainti
However, I checked if Swedish news sites had implemented it, but I had no luck
#winningmobile at #searchstarsSE by @aleyda from @orainti
So AMP is not a solution for your original site pages speed, but a “mobile Web speed add-on”
#winningmobile at #searchstarsSE by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
That’s why there are reservations: “AMP has a good intentions… but sacrifice the open Web”
#winningmobile at #searchstarsSE by @aleyda from @orainti
It also provides an inconsistent mobile user experience when accessing from SERPs
#ampsuccess at #brightonseo by @aleyda from @orainti
#winningmobile at #searchstarsSE by @aleyda from @orainti
You shouldn’t then use AMP as a silver bullet Mobile speed solution but an alternative in case you can profit from it
#winningmobile at #searchstarsSE by @aleyda from @orainti
Avoiding this type of experience
https://thirtybees.com/blog/amp-is-bad-for-e-commerce/
#winningmobile at #searchstarsSE by @aleyda from @orainti
Use AMP when your own Mobile speed sucks and you can’t improve it and/or want to be included in the news carrousel, doing the following…
#winningmobile at #searchstarsSE by @aleyda from @orainti
Verify that your mobile Web functionality can be replicated by using AMP Components
https://www.ampproject.org/docs/reference
#winningmobile at #searchstarsSE by @aleyda from @orainti
The goal is to keep the UI and functionality consistent with your AMP version
Original Mobile Page AMP URL Version
=
#winningmobile at #searchstarsSE by @aleyda from @orainti
Avoiding this
<>
Original Mobile Page AMP URL Version
#winningmobile at #searchstarsSE by @aleyda from @orainti
Don’t use AMP when you have an independent mobile Web… otherwise you’ll have this
Desktop Web Parallel Mobile Web Version with M subdomain
AMP version under the M subdomain
Google AMP Viewer URL
Canonicalize to
Generates
#winningmobile at #searchstarsSE by @aleyda from @orainti
If you don’t want to keep your users in AMP you can refer your mobile Web version too
#winningmobile at #searchstarsSE by @aleyda from @orainti
Verify the share and type of queries for which AMP results are shown in your industry
#winningmobile at #searchstarsSE by @aleyda from @orainti
Identify which of them are shown along SERP features to prioritise and format your content
#winningmobile at #searchstarsSE by @aleyda from @orainti
Validate your AMP implementation before & after launch with SEO crawlers to avoid issues
https://sitebulb.com/
#winningmobile at #searchstarsSE by @aleyda from @orainti
It’s usual to be overwhelmed by the increase of AMP issues when launching
SIGH
#winningmobile at #searchstarsSE by @aleyda from @orainti
Prioritise to fix critical issues first, which will be the ones preventing to be shown in SERPs
THIS
#winningmobile at #searchstarsSE by @aleyda from @orainti
Track your AMP using AMP-Analytics and opt-in to measure your activity on AMP cache
https://developers.google.com/analytics/devguides/collection/amp-analytics/?hl=en
#winningmobile at #searchstarsSE by @aleyda from @orainti
These are just the highlights to maximise your results when implementing AMP
#winningmobile at #searchstarsSE by @aleyda from @orainti
There’s more though: Here’s a complete presentation about it
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-brightonseo
#winningmobile at #searchstarsSE by @aleyda from @orainti
But time is (sadly) almost up!
#winningmobile at #searchstarsSE by @aleyda from @orainti
There are more Mobile First questions to address to maximise your visibility
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-brightonseo
What’s your Mobile
Audience Search
Behavior?
What’s your site Mobile
Search Visibility &
Traffic Performance
?
What’s your competition Mobile Web
Search Visibility?
Does your site have a
Mobile Web Version?
How Mobile Search Crawlers access to your
site?
What’s your Site Mobile
speed?
Is your Mobile Web Content
effectively Rendered?
Is AMP effectively
Implemented?
How do your ranked pages look in Mobile
SERPs?
What’s the AMP impact on mobile visibility &
traffic?
What’s your Mobile
Visibility impact on
Conversions?
#winningmobile at #searchstarsSE by @aleyda from @orainti
Here’s how to answer them
#mobilefirstseo at #TuringFest by @aleyda from @oraintihttps://moz.com/blog/mobile-seo-stack-tools
#winningmobile at #searchstarsSE by @aleyda from @orainti
To obtain this mobile search visibility increase
#winningmobile at #searchstarsSE by @aleyda from @orainti
these mobile search conversions
#winningmobile at #searchstarsSE by @aleyda from @orainti
And this growth trend
#winningmobile at #searchstarsSE by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
Now is your turn
#winningmobile at #searchstarsSE by @aleyda from @orainti
Tack
#winningmobile at #searchstarsSE by @aleyda from @orainti