Mobile SEO best practices opportunities

MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDACHECK THE MOBILE SEARCH VOLUME FOR YOUR KEYWORDS Use the Keywords that are already giving you Mobile Traffic and Search Visibility

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Best Practices & Opportunities to make the most out of

MOBILE SEO

MAKE THE MOST OUT OF MOBILE SEO AT #IONSEARCH BY @ALEYDA

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I’m Aleyda Solis

SEO AT SEER INTERACTIVE INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETERaleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

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I’M HERE TO SPEAK ABOUT

GGOING MOBILE

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Mobile is BOOOMING

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BUT HOW TO GO

MOBILE?

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mmm…

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mmmmmmm…

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MOBILE

IS SOOOO CONFUSING!

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ANALYZE FIRST

DO A MOBILE SEO ANALYSIS

TO UNDERSTAND YOUR CURRENT MOBILE SITUATION

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USE YOUR

GOOGLE ANALYTICS

MOBILE TRAFFIC DATA

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VERIFY YOUR MOBILE TRAFFIC

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VERIFY YOUR MOBILE TRAFFIC

Compare your (Volumes & Trends) of (Traffic & Conversions) from (Mobile, Mobile Organic, Desktop & Desktop Organic)

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VERIFY YOUR MOBILE DEVICES

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VERIFY YOUR MOBILE DEVICES

Compare your (Volume & Trends) of (Devices) from (Mobile Organic & General Mobile Users)

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VERIFY YOUR MOBILE KEYWORDS & PAGES

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VERIFY YOUR MOBILE KEYWORDS & PAGES

Compare your Organic (Keywords & Landing Pages) from

(Mobile & Desktop)

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USE A

MOBILE EMULATOR

LIKE THE OPERA MOBILE EMULATOR

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VERIFY YOUR MOBILE VISIBILITY & USABILITY

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VERIFY YOUR MOBILE VISIBILITY & USABILITY

Check how your Web content (Text, Menu, Images, Videos) is (Displayed & Executed)

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USE YOUR

GOOGLE WEBMASTER TOOLS

MOBILE SEARCH DATA

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VERIFY YOUR MOBILE SEARCH VISIBILITY

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VERIFY YOUR MOBILE SEARCH VISIBILITY

Compare your (Top Queries & Top Pages) from (Mobile & Web) search results

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IDENTIFY MOBILE CRAWLING ISSUES

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IDENTIFY MOBILE CRAWLING ISSUES

Look for Mobile Crawling Errors on your site

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WHAT GOOGLEBOT MOBILE IDENTIFIES OF YOUR TOP PAGES

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WHAT GOOGLEBOT MOBILE IDENTIFIES OF YOUR TOP PAGES Verify the HTTP status code and HTML your providing to Googlebot Mobile

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USE A

WEB CRAWLER

LIKE SCREAMING FROG

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CHECK HOW GOOGLEBOT MOBILE

CRAWLS YOUR SITE

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Analyze how pages are followed, if there are any redirects and the information

shown in the pages elements to Googlebot Mobile

CHECK HOW GOOGLEBOT MOBILE

CRAWLS YOUR SITE

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USE A

USER AGENT SWITCHER

LIKE THE ULTIMATE USER AGENT SWITCHER ADD-ON FOR CHROME

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CHECK YOUR MOBILE SEARCH RESULTS

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CHECK YOUR MOBILE SEARCH RESULTS Compare your (Titles, Descriptions, URLs, Snippets, Competitors)

from (Mobile, Tablet & Web) search results.

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USE A

SEO TOOLBAR

LIKE THE SEOMOZ 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

Verify the (Domain, Page Authority & External Links) from your (Mobile Ranking Pages & Competitors)

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NOW YOU KNOW ABOUT YOUR CURRENT

MOBILE SITUATION

LET’S CONTINUE…

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RESEARCH YOUR

MOBILE SEARCH AUDIENCE

IT’S TIME TO DISCOVER YOUR MOBILE SEARCH POTENTIAL

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USE DIVERSE

KEYWORD TOOLS

LIKE SEMRUSH, UBERSUGGEST, SEARCHMETRICS

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IDENTIFY RELEVANT KEYWORDS

TO YOUR WEBSITE

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IDENTIFY RELEVANT KEYWORDS

TO YOUR WEBSITE Identify relevant keywords ideas not only using your Website, but also your

competitors

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USE THE

GOOGLE KEYWORD TOOL

TO VERIFY THE KEYWORDS MOBILE SEARCH VOLUME

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CHECK THE MOBILE SEARCH VOLUME FOR YOUR KEYWORDS

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CHECK THE MOBILE SEARCH VOLUME FOR YOUR KEYWORDS

Use the Keywords that are already giving you Mobile Traffic and Search Visibility and the ones you identified before

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NOW YOU HAVE A BETTER VISION OF YOUR

MOBILE SEARCH POTENTIAL

IT’S TIME TO SELECT THE BEST MOBILE WEB APPROACH…

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IDENTIFY YOUR

MOBILE WEB APPROACH

THE ONE THAT IS MORE SUITABLE TO YOUR SITUATION

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VALIDATE YOUR MOBILE REQUIREMENTS & RESTRICTIONSDESIRED MOBILE CONTENT, FUNCTIONALITY & OFFERING

IDENTIFIED MOBILE AUDIENCE MOBILE USAGE & PROFILE

MOBILE WEB DEVELOPMENT CAPACITY YOUR MOBILE WEBSITE APPROACH

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AND MATCH WITH THE DIFFERENT

MOBILE WEB ALTERNATIVES

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TO SELECT YOUR MOBILE WEB APPROACH

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WITH A BETTER VISION OF THE

MOBILE WEB APPROACHES

LET’S LEARN ABOUT THEIR SEO BEST PRACTICES…

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THERE ARE GENERAL & SPECIFIC MOBILE SEO BEST PRACTICES

GENERAL MOBILE SEO BEST PRACTICES

RESPONSIVE WEB SEO GOOD PRACTICES SEO GOOD PRACTICESDYNAMIC SERVING PARALLEL MOBILE WEB SEO GOOD PRACTICES

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LET’S START WITH THE

GENERAL ONES

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LET’S START WITH THE

GENERAL ONES

AND CONTINUE WITH THE SPECIFICAL FOR EACH APPROACH

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START WITH THE

GENERAL MOBILE SEO

BEST PRACTICES

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OPTIMIZE YOUR MOBILE WEB SPEED

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OPTIMIZE YOUR MOBILE WEB SPEED Use PageSpeed Insights Mobile Filter to verify your Mobile site speed and

receive recommendations to improve it

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FOLLOW GOOGLE’S MOBILE PERFORMANCE BEST PRACTICES

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FOLLOW GOOGLE’S MOBILE PERFORMANCE BEST PRACTICES

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

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DESIGN & ORGANIZE FOR YOUR

MOBILE INTERFACE

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DESIGN & ORGANIZE FOR YOUR

MOBILE INTERFACE Beware of elements (flash, interstitials) that are not correctly displayed or

provide a bad mobile user and search experience

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OPTIMIZE YOUR MOBILE PAGES RELEVANCE TARGETING KEYWORDS

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OPTIMIZE YOUR MOBILE PAGES RELEVANCE TARGETING KEYWORDS

Take into consideration the limitations that titles and meta descriptions might

have in Mobile search results

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USE STRUCTURED DATA FOR YOUR

MOBILE CONTENT

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USE STRUCTURED DATA FOR YOUR

MOBILE CONTENT

Check their specifications http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170

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CREATE A GOOGLE+ PRESENCE IF

YOU’RE A LOCAL BUSINESS

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CREATE A GOOGLE+ PRESENCE IF

YOU’RE A LOCAL BUSINESS

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

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NOW YOU KNOW ABOUT

GENERAL MOBILE SEO

LET’S SEE THE BEST PRACTICES FOR EACH MOBILE WEB APPROACH

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IT’S TIME FOR

RESPONSIVE WEB

MOBILE SEO BEST PRACTICES

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WHAT’S RESPONSIVE WEB DESIGN

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WHAT’S RESPONSIVE WEB DESIGN Web design approach that uses CSS3 Media Queries to display a flexible

design that automatically adapts to the devices screen size

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WHAT’S RESPONSIVE WEB DESIGN

Verify a Website Responsiveness with http://mattkersley.com/responsive/ or http://responsive.victorcoulon.fr/

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FOLLOW GOOGLE’S RESPONSIVE WEB

BEST PRACTICES

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FOLLOW GOOGLE’S RESPONSIVE WEB

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RESPONSIVE WEB PROS & CONS

PROS

No risk of content duplication Easier and cheaper to maintain Popularity consolidation

No need for redirects

CONS Possible redesign need

No possibility of content differentiation Less optimization of Mobile UX

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RESPONSIVE WEB PROS & CONS

PROS

No risk of content duplication Easier and cheaper to maintain Popularity consolidation

No need for redirects

CONS Possible redesign need

No possibility of content differentiation Less optimization of Mobile UX

If your Mobile Web Offering and Keywords are the same than your Desktop

and you have the technical capacity to implement it,

then this is the best Mobile Web alternative

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LEVERAGE CMS & FRAMEWORKS TO

GO RESPONSIVE

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LEVERAGE CMS & FRAMEWORKS TO

GO RESPONSIVE Use Frameworks like http://twitter.github.com/bootstrap/ or

CMS that support responsive templates like Wordpress

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ALLOW CSS, IMAGES & JS CRAWLING

Allow the crawling of your CSS, Images & JS so Google can identify you’re following a Responsive Web approach

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MOBILE WEB SPEED & VISUALIZATION

NEED MORE ATTENTION

The HTML will be the same than for your Desktop version

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NOW YOU KNOW THE

RESPONSIVE WEB

MOBILE SEO BEST PRACTICES…

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LET’S LEARN ABOUT

DYNAMIC SERVING

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WHAT’S DYNAMIC SERVING

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WHAT’S DYNAMIC SERVING

Your Web server responds with a different HTML in the same URL depending

if it’s a Mobile or Desktop user agent requesting the page

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DYNAMIC SERVING PROS & CONS

PROS

No risk of content duplication Capacity to differentiate mobile content Popularity consolidation

Better Mobile UX

CONS Complexity of technical implementation Higher cost of maintenance

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DYNAMIC SERVING PROS & CONS

PROS

No risk of content duplication Capacity to differentiate mobile content Popularity consolidation

Better Mobile UX

CONS Complexity of technical implementation Higher cost of maintenance

If you want to provide a highly differentiated content, functionality and user experience to your mobile visitors or if you can’t implement responsive Web

because of technical restrictions then dynamic serving is the alternative.

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ADD THE VARY HTTP HEADER

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ADD THE VARY HTTP HEADER

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EFFECTIVELY DETECT & SERVE

USER AGENTS

Avoid cloaking by serving always the same content to both visitors and bots of the same type

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EFFECTIVELY DETECT & SERVE

USER AGENTS

Avoid cloaking by serving always the same content to both visitors and bots of the same type

Check Google’s recommendation for redirects https://developers.google.com/webmasters/smartphone-sites/common-

mistakes

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NOW YOU KNOW THE

DYNAMIC SERVING

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LET’S MOVE TO

PARALLEL MOBILE WEB

SEO BEST PRACTICES

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WHAT’S A PARALLEL MOBILE WEB

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WHAT’S A PARALLEL MOBILE WEB

You create a specific Mobile site structure with its own URLs under an “m”

subdomain, redirecting users and bots to their appropriate version if

necessary

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PARALLEL MOBILE WEB PROS & CONS

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PARALLEL MOBILE WEB PROS & CONS

If you want to provide a highly differentiated content, functionality and user

experience to your mobile visitors but you can’t implement a Dynamic

Serving Mobile version due to technical restrictions, then this is your option.

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HOW REDIRECTS SHOULD WORK

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CREATE A CLEAN & CONSISTENT

MOBILE URL STRUCTURE

Keep mobile URLs descriptive and short, under an “m” subdomain, reflecting the Desktop URLs

organization, which will facilitate redirects & tracking.

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