Mobilizing your international SEO

MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON LET’S LEARN ABOUT THEIR MOBILE SEO BEST PRACTICES GENERAL MOBILE SEO BEST PRACTICES RESPONSIVE WEB SEO GOOD PRACTICES DYNA

Trang 1

ALEYDA SOLIS AT THE INTERNATIONAL SEARCH SUMMIT IN LONDON, 2013

MOBILIZING YOUR INTERNATIONAL SEO

Trang 2

MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON

HOLA

I’m Aleyda Solis

INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER

INTERNATIONAL SEO AT SEER INTERACTIVE

Also an SEOmoz Associate & State of Search Blogger

Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

Trang 3

WE LIVE IN A MULTI-DEVICE WORLD

Trang 4

PEOPLE USE MOBILE SEARCH IN A DAILY BASIS

It’s booooming!

Trang 5

AND THE MOBILE ADVERTISING TREND IS AMAZING

It’s booooooming!

Trang 6

YOU CAN CHECK FOR YOURSELF WITH GOOGLE

http://www.thinkwithgoogle.com/mobileplanet/en/

Trang 7

OR YANDEX

http://company.yandex.com/researches/

Trang 8

OR BAIDU

http://ir.baidu.com/phoenix.zhtml?c=188488&p=irol-newsArticle&ID=1811508&highlight=

Trang 9

IT’S NOW THE TIME TO ANSWER THE MOBILE CALL

tl;dr

Mobile is Hot Worldwide

Ring, Ring!

Answer me

Trang 10

OH! I ALREADY HAVE

MY SITE IS GLOBALLY POPULAR

Trang 11

NON-OPTIMIZED TITLES IN MOBILE &

NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

Trang 12

NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

NO MOBILE USER FRIENDLY

Trang 13

NO REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

Trang 14

NO REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

Trang 15

INTRUSIVE INTERSTITIALS WHEN YOU ACCESS THE MOBILE SITE

scroll

Trang 16

INTRUSIVE INTERSTITIALS WHEN YOU ACCESS THE MOBILE SITE

scroll

Trang 17

NO MOBILE SITE

Trang 18

NO MOBILE SITE

Trang 19

OK GOT IT!

SHOW ME HOW TO DO IT

Trang 20

1 Get to know your international mobile audience

Trang 21

CHECK YOUR CURRENT MOBILE TRAFFIC PER COUNTRY/LANGUAGE

Use Google AnalyticsMobile & Tablet Segments

Trang 22

CHECK YOUR MOBILE & TABLET DEVICES PER COUNTRY/LANGUAGE

Trang 23

CHECK KEYWORDS & LANDING PAGES PER COUNTRY/LANGUAGE

Trang 24

CHECK YOUR CURRENT MOBILE SEARCH VISIBILITY

Use Google Webmaster ToolsSearch Queries Mobile Filters

Trang 25

CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC

Identify Relevant Keywordsper Country / Language

Trang 26

CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC

Verify with the Google Keyword tool their specific Mobile Search Volume and identify new Ideas

Trang 27

NOW YOU KNOW ABOUT YOUR INTERNATIONAL MOBILE SEARCH AUDIENCE

Traffic

Devices Keywords

Countries Languages

Pages

Trang 28

2 Identify your International Web Mobile Optimization Status

Trang 29

USE MOBILE EMULATORS & USER AGENT SWITCHERS

&

Trang 30

VERIFY YOUR INTERNATIONAL SITES MOBILE USABILITY

Are all content, images, videos, menus and language / country

switching options correctly displayed? Do they work?

Trang 31

VERIFY YOUR INTERNATIONAL SITES MOBILE SEARCH RESULTS

Check your titles, descriptions, URLs, Incoming Links, PA & DA Are these correct for the country / language? Are they well displayed? Compare with your competitors!

Trang 32

IDENTIFY HOW MOBILE BOTS CRAWL YOUR INTERNATIONAL SITES

Use Screaming Frog User Agent Configuration

Find a list of Mobile User Agents in

http://www.user-agents.org/

Trang 33

NOW YOU KNOW ABOUT YOUR INTERNATIONAL MOBILE OPTIMIZATION STATUS

Usability

Indexability Functionality

Crawlability Visibility

Relevance

Trang 34

3 Mobilize your International Websites

Trang 35

USE THE INFORMATION FROM THE PREVIOUS MOBILE ANALYSIS

INTERNATIONAL MOBILE AUDIENCE SEARCH STATUS

& POTENTIAL

DESIRED MOBILE CONTENT, FUNCTIONALITY &

OFFERING PER COUNTRY / LANGUAGE

CURRENT INTERNATIONAL

MOBILE OPTIMIZATION

MOBILE WEB DEVELOPMENT CAPACITY

Trang 36

TO SELECT THE BEST MOBILE WEB STRUCTURE FOR YOU

Trang 37

LET’S LEARN ABOUT THEIR MOBILE SEO BEST PRACTICES

GENERAL MOBILE SEO BEST PRACTICES

RESPONSIVE WEB SEO GOOD PRACTICES

DYNAMIC SERVING SEO GOOD PRACTICES PARALLEL MOBILE WEB SEO GOOD PRACTICES

Trang 38

LET’S START WITH THE GENERAL MOBILE SEO PRACTICES

Trang 39

OPTIMIZE YOUR MOBILE WEB SPEED

Use PageSpeed Insights with the Mobile Filter Find it at

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

Follow Mobile Speed Optimization Best Practices

Trang 40

REORGANIZE & DESIGN YOUR CONTENT FOR MOBILE DEVICES

Beware of elements (like flash, interstitials) that are not correctly displayed, don’t work or provide

a bad user & search experience

Trang 41

OPTIMIZE YOUR PAGES CONTENT ELEMENTS WITH YOUR KEYWORDS

Take into consideration the visibility limitation of Mobile search results & devices

Trang 42

USE STRUCTURED MARKUP TO GET RICH SNIPPETS

Enhance your Mobile Search Results

Visibility with Rich Snippets

Trang 43

IF A LOCAL BUSINESS, CREATE PLACES/GOOGLE+ PRESENCE

Expand your Mobile Search Results

Visibility with Maps Presence

Trang 44

IT’S TIME FOR RESPONSIVE WEB FOR MOBILE

Trang 45

USES CSS3 MEDIA QUERIES TO SHOW ELEMENTS IN DIFFERENT SIZES

RESPONSIVE WEB SEO BEST PRACTICES

yourbrand.fr/categorie yourbrand.com/fr/categorie fr.yourbrand.com/categorie

French Desktop & Mobile URL Versions

Trang 46

RESPONSIVE WEB HAS PROS & CONS WITH MOBILE

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

No need for redirects

Possible redesign need

No possibility of content differentiation Less optimization of Mobile UX

Trang 47

RESPONSIVE WEB HAS PROS & CONS WITH MOBILE

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

No need for redirects

Possible redesign need

No possibility of content differentiation Less optimization of Mobile UX

The best mobile Web alternative if the desktop & mobile content is the same.

Trang 48

ALLOW THE CSS, IMAGES & JS CRAWLING

Trang 49

INTERNATIONAL MOBILE SITES USING RESPONSIVE WEB

Trang 50

LET’S GO WITH DYNAMIC SERVING NOW

Trang 51

YOUR WEB SERVER RESPONDS WITH A DIFFERENT HTML IN THE SAME URL DEPENDING IF IT’S A MOBILE OR DESKTOP USER AGENT

DYNAMIC SERVING SEO BEST PRACTICES

French Desktop & Mobile URL Versions

Trang 52

DYNAMIC SERVING HAS PROS & CONS WITH MOBILE

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

Trang 53

DYNAMIC SERVING HAS PROS & CONS WITH MOBILE

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

Better Mobile UX

Complexity of technical implementation Higher cost of maintenance

The best if you need highly differentiated mobile content, functionality and user experience or if you can’t implement

responsive Web.

Trang 54

ADD THE VARY HTTP HEADER TO YOUR PAGES

Helps Google to identify you’re serving content depending on the user agent, but beware of CDNs that might not support this

Trang 55

EFFECTIVELY DETECT & SERVE USER AGENTS

Beware of Cloaking, always serve the same to bots & users: https://developers.google.com/webmasters/smartphone-sites/common-mistakes

Trang 56

INTERNATIONAL MOBILE SITES USING DYNAMIC SERVING

Trang 57

LET’S GO WITH THE PARALLEL MOBILE WEB NOW

Trang 58

PARALLEL MOBILE URLS ARE CREATED UNDER THE “M” SUBDOMAIN

AND BOTS & USERS ARE REDIRECTED TO THE RIGHT VERSION

PARALLEL MOBILE SEO BEST PRACTICES

French Mobile URL Versions

m.yourbrand.fr/categorie

m.yourbrand.com/fr/categorie

m.fr.yourbrand.com/categorie

French Desktop URL Versions

Trang 59

PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE

Easier Implementation Capacity to differentiate mobile content Better Mobile UX

Content duplication risk Split of link popularity risk Additional crawling and indexing effort Higher cost of maintenance

Trang 60

PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE

Easier Implementation Capacity to differentiate mobile content Better Mobile UX

Content duplication risk Split of link popularity risk Additional crawling and indexing effort Higher cost of maintenance

If you need to provide highly differentiated mobile content

& functionality but you can’t implement dynamic serving,

this is your option.

Trang 61

MOBILE & DESKTOP REDIRECTS SHOULD BE RELEVANT

Trang 62

MOBILE URLS SHOULD BE CLEAN, RELEVANT & CONSISTENT

US VERSION FRENCH VERSION

http://www.yourbrand.fr/categorie-a/ http://m.yourbrand.fr/categorie-a/

Trang 63

ADD THE REL ALTERNATE & CANONICAL ANNOTATIONS IN PAGES

Refer to each other URL version Check https://developers.google.com/webmasters/smartphone-sites/details

Trang 64

YOU CAN ADD THE REL ALTERNATE ANNOTATIONS IN SITEMAPS TOO

Refer Mobile URL version

Check https://developers.google.com/

webmasters/smartphone-sites/details

Trang 65

LINK BETWEEN YOUR MOBILE & DESKTOP VERSIONS

Implement the links with cookies to avoid redirects

Trang 66

INTERNATIONAL MOBILE SITES USING PARALLEL URLS

Trang 67

NOW YOU KNOW HOW TO MOBILIZE YOUR INTERNATIONAL WEBSITES

Dynamic Serving

Mobile Pages Speed

Mobile Search

Visibility

Parallel Mobile Site Responsive Web

Mobile Usability

Trang 68

3 Mobilize your International Websites

1 Get to know your international mobile audience

2 Identify your International Web Mobile Optimization Status

Trang 69

Hey International SEOs, Thanks for answering my call

Let’s do Mobile SEO now.

Trang 70

GOT QUESTIONS?

Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

Định dạng
Số trang	70
Dung lượng	11,76 MB