Good practices to maximize your mobile SEO

Good Practices to Maximize your Mobile SEOVerify Your Visitors Mobile Devices... Good Practices to Maximize your Mobile SEOVerify Your Visitors Mobile Devices Compare your Volume & Tre

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Author:

Good Practices to Maximize your Mobile SEO

by Aleyda Solis, SEER Interactive, @aleyda

Tweet with Mozinar attendees: #mozinar Technical problems or feedback:

Please email team@seomoz.org

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Mobile Search has Exploded

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Mobile Search has Exploded

Take a Look

http://www.themobileplaybook.com/

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Google even Introduced a Smartphone

GoogleBot

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Google even Introduced a Smartphone

GoogleBot

Check it

http://googlewebmastercentral.blogspot.com/ 2011/12/introducing-smartphone-googlebot-

mobile.html

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All the “Important” Sites are Going Mobile

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Mobile Optimization is a Need

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Mobile Optimization is a Need

Users say it

http://www.themobileplaybook.com/

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Google Launched Guidelines to Optimize for

Mobile

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But You’re Not Sure How to Do it

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It’s Like a HUGE Wave

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That Everybody is Trying to Ride

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…but not Many Know How to Do it Well

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Don’t Worry Though

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I will Teach You How to Surf Mobile Webs

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You need to Start with a Surf Mobile SEO

Analysis

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1

Learn from Your Current Mobile Users

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Use your Google Analytics

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Use your Google Analytics

Go to

http://www.google.com/analytics/

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Choose the Mobile Advanced Segments

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Verify Your Mobile Traffic Volume & Trend

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Verify Your Mobile Traffic Volume & Trend

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Go to Audience > Mobile > Devices

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Verify Your Visitors Mobile Devices

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Verify Your Visitors Mobile Devices

Compare your

(Volume & Trends) of (Devices) from

(Mobile Organic & General Mobile Users)

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Go to Traffic Sources > Search > Organic

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Verify Your Organic Mobile Keywords &

Pages

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Verify Your Organic Mobile Keywords &

Pages

Compare your Organic

(Keywords & Landing Pages) from

(Mobile & Desktop)

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2

Check Your Current Mobile Site

Experience

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Go to a Mobile Emulator

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Verify the Visibility & Usability of your

Content

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Verify the Visibility & Usability of your

Content

Is all your content (Text, Menu, Images, Videos)

correctly (Displayed & Working)

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3

Verify your Mobile Search Behavior

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Use your Google Webmaster Tools

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Use your Google Webmaster Tools

Visit

www.google.com/webmasters/tools/

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Go to Traffic > Search Queries > Mobile

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Verify Queries & Pages Mobile Search

Visibility

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Verify Queries & Pages Mobile Search

Visibility

Compare your

(Top Queries & Top Pages) from

(Mobile & Web) search results

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Go to Health > Crawl Errors > Mobile

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Identify Mobile Crawl Issues

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Go to Health > Fetch as Google > Mobile

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Verify how Googlebot Mobile Access to your

Pages

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Install ScreamingFrog SEO Spider Tool

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Install ScreamingFrog SEO Spider Tool

Download it from

http://www.screamingfrog.co.uk/seo-spider/

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Configure it to Crawl as Googlebot Mobile

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Configure it to Crawl as Googlebot Mobile

Check the different Google Crawlers

http://support.google.com/webmasters/bin/

answer.py?hl=en&answer=1061943

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Check how Googlebot Mobile Crawls your

Site

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Install the User Agent Switcher Firefox

Add-On

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Install the User Agent Switcher Firefox

Add-On

Download it from

https://addons.mozilla.org/en-US/firefox/addon/

user-agent-switcher/

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Verify your Mobile & Desktop Search Results

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Compare your

(Titles, Descriptions, URLs, Snippets, Competitors)

from (Mobile, Tablet & Web) search results

Verify your Mobile & Desktop Search Results

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Install the SEOmoz SEO Toolbar

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Install the SEOmoz SEO Toolbar

Download it from

http://www.seomoz.org/seo-toolbar

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Identify the popularity of your Mobile

Ranking Pages

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Identify the popularity of your Mobile

Ranking Pages

Compare your

(Domain, Page Authority & External Links)

With your Mobile Ranking Competitors

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Use Open Site Explorer

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Use Open Site Explorer

Go to

http://www.opensiteexplorer.org/

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Verify your Popularity and Competitors Link

Metrics

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Verify your Popularity and Competitors Link

Metrics

If your Competitors already have a Mobile site

version, Verify them here.

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Not Much? These are just your current site

results

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Now It’s time to see What’s out There!

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4

Research your Mobile Industry

Audience

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Use Google’s Keyword Tool

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Use Google’s Keyword Tool

Go to

https://adwords.google.com/o/KeywordTool

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Choose the Mobile Devices Filter

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Check Mobile Search Volume for Relevant

Keywords

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Check Mobile Search Volume for Relevant

Keywords Use the Keywords Identified in your Site

Analysis to obtain more ideas

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Pretty cool right? Let’s go for more!

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Use Keyword Tools Like SEMRush &

SearchMetrics

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Use Keyword Tools Like SEMRush &

SearchMetrics

http://suite.searchmetrics.com/en/essentials

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Identify More Keyword Ideas from your

Competitors

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Identify More Keyword Ideas from your

Competitors

Verify the specific Mobile Search Volume for these potential Keywords with the Google

Keyword Tool

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Now you see all the Potential Mobile

Waves?

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It’s time to Choose how to Ride Them

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5

Select the Best Mobile Site

Architecture

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All of them have Pros, Cons & SEO Best

Practices

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Select the Most Suitable for You

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Validate with the previously identified

information, your content needs & technical capacity.

Select the Most Suitable for You

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Let’s Learn How to Make the Most Out of

Them

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6

General Mobile SEO Recommendations

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Go to PageSpeed Insights

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Go to PageSpeed Insights

Visit

https://developers.google.com/speed/pagespee

d/insights

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Optimize your Mobile Web Site Speed

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Optimize your Mobile Web Site Speed

Make sure that your Mobile Pages load fast Take into consideration Mobile limited CPU capabilities and Mobile Networks round-trip

times

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Follow the Speed Recommendations for

Mobile

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Follow the Speed Recommendations for

Mobile

Visit

https://developers.google.com/speed/docs/best-practices/mobile

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Make the Mobile Content Relevant for its

Audience

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Make the Mobile Content Relevant for its

Audience Use your Mobile Search Keywords to Optimize

and Prioritize your Mobile Content.

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Optimize the Structural Mobile Page Elements

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Optimize the Structural Mobile Page Elements

Titles, URLs, Meta Descriptions Should be

Highly Relevant & Concise

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Validate how they’re shown in Mobile Results

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Remember to Keep Short Titles & Meta

Descriptions.

Verify them with Mobile Emulators.

Validate how they’re shown in Mobile Results

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Give the Content a Meaning with Structured

Data

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Give the Content a Meaning with Structured

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If Local, create a Google+ for Business

presence

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If Local, create a Google+ for Business

presence

Visit

http://www.google.com/+/business/

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Optimize your Mobile Interface with

Consistency

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Optimize your Mobile Interface with

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Easy Right? Now Let’s Learn about each

Approach

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7

Responsive Web Design SEO

Guidelines

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Responsive Web Design Concept

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Is a Web Design approach that uses CSS3 Media Queries and a fluid grid to display a flexible design that automatically adapts to the device.

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Use http://mattkersley.com/responsive/ or

http://responsive.victorcoulon.fr/

To Verify a Page Responsiveness

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Google Recommends Responsive for

Smartphones

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Read it

http://

googlewebmastercentral.blogspot.com.es/ 2012/06/recommendations-for-building-

smartphone.html

Google Recommends Responsive for

Smartphones

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Google Provides Recommendations for

Responsive

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Google Provides Recommendations for

Responsive

Check them

http://

googlewebmastercentral.blogspot.com.es/ 2012/04/responsive-design-harnessing-power-

of.html

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Responsive Web Design has Pros & Cons

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Responsive Web Design has Pros & Cons

If you have the technical capacity and your content, offering & keywords for Mobile and Desktop are very similar, this would be the best

alternative for you.

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You can use Responsive Web Frameworks

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You can use Responsive Web Frameworks

Go to http://twitter.github.com/bootstrap/

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Or Responsive Web Templates for your CMS

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Or Responsive Web Templates for your CMS

or your CMS Themes Gallery

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SEO Tip: Allow the Crawling of your Site

Assets

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SEO Tip: Allow the Crawling of your Site

Assets Don’t Block CSS, Images, JS to Search Engines.

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SEO Tip: Effectively Use Javascript for

Rendering

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SEO Tip: Effectively Use Javascript for

Rendering

Check Google’s Recommendation

https://developers.google.com/

webmasters/smartphone-sites/javascript

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SEO Tip: Verify More the Web Speed &

Visualization

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SEO Tip: Verify More the Speed &

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Some Responsive Mobile Web Examples

vs

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Some Responsive Mobile Web Examples

Other Responsive Sites are

http://www.starbucks.com/ ,

http://mashable.com/ and

http://thenextweb.com/

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Not for you? Let’s see with Dynamic

Serving

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8

Dynamic Serving SEO Guidelines

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Dynamic Serving Concept

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Your Web server responds with a different HTML

in the same URL depending on the user agent

requesting the page: Mobile or Desktop

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It’s the same URL but the HTML shown to Mobile users & Bots it’s different than the one

shown to Desktop users & Bots

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Dynamic Serving Pros & Cons

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Dynamic Serving Pros & Cons

If you cannot go Responsive due to the need of a highly differentiated offering for Mobile users or

Responsive technical restrictions, Dynamic

Serving is the alternative.

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SEO Tip: Use the Vary HTTP header “User

Agent”

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SEO Tip: Use the Vary HTTP header “User

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SEO Tip: Effectively Detect and Serve User

Agents

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SEO Tip: Effectively Detect and Serve User

Agents

Serve the same HTML to Users & Bots

https://developers.google.com/webmasters/smartph

one-sites/detecting-user-agents

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vs

Dynamic Serving Mobile Site Examples

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