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Mobile-First SEO
#mobilefirstseo at #3xedigital by @aleyda from @orainti
The Marketers Edition
I’m Aleyda Solis
#mobilefirstseo at #3xedigital by @aleyda from @orainti
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
BITLY.COM/LIBROSEOALEYDA
I PublishI Share
#mobilefirstseo at #3xedigital by @aleyda from @orainti
I’m Aleyda Solis
I Blog I Speak I’m Featured
#mobilefirstseo at #3xedigital by @aleyda from @orainti
I’m Aleyda Solis
I help companies to connect with them
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Search is now mostly mobile driven
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
And will also become mobile-based with the upcoming Google Mobile-First Index
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527
Ranking signals will come from your mobile Web presence and not Desktop
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/faq-google-mobile-first-index-262751
And at some point Google will switch to a Mobile-Only Index
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/faq-google-mobile-first-index-262751
Mobile can already provide these visibility & traffic results
#mobilefirstseo at #3xedigital by @aleyda from @orainti
This Revenue
#mobilefirstseo at #3xedigital by @aleyda from @orainti
However most Websites have an issue converting with it
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
Due to clear challenges with Mobile Optimization
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html
I bet this is not a surprise ;)
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://twitter.com/Oatmeal/status/810905426132799488
It happens in Ireland too
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://www.consumerbarometer.com/
Let’s fix this with a Mobile-First SEO Process
#mobilefirstseo at #3xedigital by @aleyda from @orainti
#mobilefirstseo at #3xedigital by @aleyda from @orainti
How is your Mobile Targeted
Content performing?
How Mobile users & search crawlers see
your content?
How your audience search
using mobile devices?
Which queries are your visitors using to search for your top services on mobile?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Google Search Console
How do these differentiate from the ones searched from desktop devices?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Are you already effectively targeting them with your content?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
#mobilefirstseo at #3xedigital by @aleyda from @orainti
SimilarWeb
Verify your competitors mobile traffic & organic search share
Are the same mobile queries bringing visibility to them?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Sistrix
Compare to identify opportunities
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Expand them taking conversational queries into consideration
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
For product inspiration & comparison, discovering brands, looking for opinions…
#mobilefirstseo at #3xedigital by @aleyda from @orainti
KWFinder
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Look for intent, context & immediacy
http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/
#mobilefirstseo at #3xedigital by @aleyda from @orainti
How is your Mobile Targeted
Content performing?
How Mobile users & search crawlers see
your content?
How your audience search
using mobile devices?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
It’s critical to have a Mobile Web version. There are 3 main alternatives.
https://developers.google.com/webmasters/mobile-sites/mobile-seo/
Responsive Web Design Dynamic Serving Independent Mobile Site
#mobilefirstseo at #3xedigital by @aleyda from @orainti
The 3 have do’s & dont’s
Responsive Web Design Dynamic Serving Independent Mobile Site
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
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Also pros & cons! Choose based on the identified audience behavior, business & tech requirements
https://www.thinkwithgoogle.com/articles/building-websites-multi-screen-consumer.html
#mobilefirstseo at #3xedigital by @aleyda from @orainti
This configuration doesn’t need to change with the mobile first index too
https://developers.google.com/webmasters/mobile-sites/mobile-seo/
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Aren’t you sure that yours is really mobile friendly?
http://searchengineland.com/faq-google-mobile-first-index-262751
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify for yourself by using Chrome’s DevTools Device Mode
bit.ly/chromedevicemode
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Look also for already identified issues in the GSC Mobile Usability report
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Double check for problems with Google’s Mobile-Friendly Test
https://search.google.com/search-console/mobile-friendly
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Be mindful of blocked resources issues &false-positives on optimization status too
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Simulate Googlebot for Smartphones and crawl your site w/ JS rendering
Screaming Frog
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify if the mobile crawler sees the same than a user when accessing your site pages
#mobilefirstseo at #3xedigital by @aleyda from @orainti
See if there are blocked pages or resources that need to be accessed
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Check if there are faulty redirects, canonicalization issues & errors to fix
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874
It’s also critical to make sure your mobile site version loads really fast
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Identify the load times of your top pages directly in Google Analytics
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Use Chrome’s DevTools Network & Audits to emulate & see the resources are causing the delay
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Double-Verify and prioritize with Google’s PageSpeed Insights Tool
https://developers.google.com/speed/pagespeed/insights/
What about implementing AMP to improve your speed issues?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
searchengineland.com/amp-top-stories-now-live-243314
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Mobile Responsive Non-AMP Mobile AMP
To deliver a faster & safer Mobile Web experience, even if you already have a mobile Web version
#mobilefirstseo at #3xedigital by @aleyda from @orainti
It’s now a requirement to be included in the news carousel and can provide extra visibility
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.
#mobilefirstseo at #3xedigital by @aleyda from @orainti
The additional organic search visibility & traffic can be impressive
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Be careful showing what can be a over-simplified mobile AMP experience when using plugins though
Mobile Responsive Non-AMP Mobile AMP
<>
#mobilefirstseo at #3xedigital by @aleyda from @orainti
This can end-up boosting visibility but lowering your engagement
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Mobile Non-AMP Mobile AMP
=
The goal is to provide the most consistent user experience through your “extended” AMP pages
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Usually when you’re in one of these scenarios
You’re in the media, news
industry or have a blog
Your current mobile page speed
sucks
You can personalize
AMP to have a similar UX &
functionality than your current
site
You ideally don’t have an
independent mobile version
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify that your content type & functionality are AMP supported
https://www.ampproject.org/es/roadmap/
https://www.ampproject.org/docs/reference/components
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Follow OnPage’s AMP Checklistfor a correct implementation
https://en.onpage.org/knowledge-base/tutorials/amp/
#mobilefirstseo at #3xedigital by @aleyda from @orainti
If you use a CMS like Wordpress, use existing plugins to facilitate the configuration
https://wordpress.org/plugins-wp/amp/ https://wordpress.org/plugins-
wp/glue-for-yoast-seo-amp/
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Monitor potential errors in the GSC AMP Report
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Prioritize to fix “critical” issues affecting most & more important pages
#mobilefirstseo at #3xedigital by @aleyda from @orainti
It can be a rollercoaster, although one with a positive trend if critical errors are handled
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Boosting your mobile search visibility
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Check out my AMP presentationfor more tools, examples & scenarios
http://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Your Mobile content should be optimized too
http://searchengineland.com/faq-google-mobile-first-index-262751
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
It’s critical to facilitate its access avoiding interstitials & pop-ups
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Don’t do this
#mobilefirstseo at #3xedigital by @aleyda from @orainti
You can use app banners instead
https://developer.android.com/distribute/users/banners.html
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Use GSC to check how Google render your key pages content on both mobile & desktop
Desktop Mobile
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify if your mobile crawled content is also correctly rendered
#mobilefirstseo at #3xedigital by @aleyda from @orainti
If there are empty, non-relevant, duplicated key content elements
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Be mindful of adding the relevant structured data to markup your mobile content
http://www.thesempost.com/details-googles-mobile-first-indexing-change/#Structured_Data
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Use Schema.org with Json-LD to specify the meaning of the supported information
https://developers.google.com/search/docs/guides/mark-up-content
#mobilefirstseo at #3xedigital by @aleyda from @orainti
We can additionally obtain extra visibility in mobile SERPs with Rich Snippets & Cards
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Identify more opportunities to generate featured snippets by analyzing your competitors
semrush
#mobilefirstseo at #3xedigital by @aleyda from @orainti
You can directly test their implementation using the Structured Data Testing Tool
#mobilefirstseo at #3xedigital by @aleyda from @orainti
As well as verify how they will look in mobile search results
#mobilefirstseo at #3xedigital by @aleyda from @orainti
To make the most out of them and maximize your mobile search CTR
#mobilefirstseo at #3xedigital by @aleyda from @orainti
How is your Mobile Targeted
Content performing?
How Mobile users & search crawlers see
your content?
How your audience search
using mobile devices?
Identify which of the targeted queries are bringing you the highest rankings, traffic & revenue
#mobilefirstseo at #3xedigital by @aleyda from @orainti
SEOmonitor
If the right pages are being ranked & attracting traffic & conversions for their relevant queries
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Look for gaps between mobile & desktop ranked pages & queries to refine & expand
#mobilefirstseo at #3xedigital by @aleyda from @orainti
And always identify more mobile opportunities in an optimized environment to drive this growth :)
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Thanks! Questions?
#mobilefirstseo at #3xedigital by @aleyda from @orainti