SEO strategy in a multi device world

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTIWHERE MOBILE SEARCH IS BOOMING... #SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI& MOBILE ORGANIC SEARCH RANKINGS ARE AS IMPORTANT TOWARDS

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#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

SEO STRATEGY IN A MULTI-DEVICE WORLD

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HELLO #FoM14

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SEO

I’M ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT

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WE LIVE IN A MULTI-DEVICE WORLD

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WITH STILL A LOT OF GROWTH POTENTIAL

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DRIVEN BY CROSS-PLATFORM  

& MULTI-CHANNEL CONVERSIONS

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WHERE MOBILE SEARCH IS BOOMING

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MAXIMAL SEARCH RESULTS VISIBILITY DOESN’T LOOK LIKE THIS ANYMORE

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IT NOW LOOKS LIKE THIS

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& MOBILE ORGANIC SEARCH RANKINGS ARE  

AS IMPORTANT TOWARDS CTR & TRAFFIC

http://www.advancedwebranking.com/ctrstudy/

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GOOGLE HAS REACTED WITH MOBILE GUIDELINES, TOOLS & RANKING FACTORS

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BUT MOST WEBSITES ARE NOT  

MOBILE OPTIMIZED YET

up-to-googles-mobile-best-practices-even-google-61166

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http://marketingland.com/most-of-fortune-100-doesnt-live-#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

RAISE YOUR HAND IF YOU’RE TAKING MOBILE INTO CONSIDERATION IN YOUR SEO STRATEGY

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THIS IS YOUR OPPORTUNITY

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CONNECT WITH YOUR MOBILE SEARCH AUDIENCE

BY MOBILIZING YOUR SEO STRATEGY

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SEGMENTING, ANALYZING & ESTABLISHING   THE DIFFERENT SEO CRITERIA PER DEVICE TYPE

YOUR COMPETITORS

SEARCH &

OPTIMIZATION

STATUS

YOUR SEO STRATEGY, GOAL & KPIS

POTENTIAL

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YOUR COMPETITORS

SEARCH &

OPTIMIZATION

STATUS

YOUR SEO STRATEGY, GOAL & KPIS

LET’S SEE HOW!

PER DEVICE TYPE

YOUR AUDIENCE SEARCH BEHAVIOR &

POTENTIAL

PER DEVICE TYPE

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1

IDENTIFY YOUR CURRENT ORGANIC   TRAFFIC STATUS PER DEVICE TYPE

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YOUR OVERALL & ORGANIC SEARCH TRAFFIC BY DEVICE TYPE WITH GOOGLE ANALYTICS SEGMENTS

VOLUME, TREND OVER

TIME, SEASONALITY

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YOUR MOBILE VISITORS MOST USED DEVICES  

& THEIR RELATED CONTENT & CONVERSIONS

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YOUR MOST VISITED CONTENT, FAVORITE

PRODUCTS & CONVERSIONS PER DEVICE TYPE

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2

ASSESS YOUR AUDIENCE ORGANIC   SEARCH BEHAVIOR PER DEVICE TYPE

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YOUR CURRENT TOP QUERIES & PAGES IN SEARCH RESULTS BY DEVICE TYPE WITH WEBMASTER TOOLS

VOLUME, IMPRESSIONS, CLICKS, CTR, POSITION

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BREAKDOWN BY DEVICE WHEN DOING YOUR KEYWORD RESEARCH IN KEYWORD PLANNER

SEARCH VOLUME &

KEYWORD USAGE PER DEVICE

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3

ANALYZE YOUR CURRENT   MULTI-DEVICE OPTIMIZATION STATUS

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DO YOU ALREADY HAVE A MOBILE SITE?

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RESPONSIVE WEB DESIGN

BEST TO DELIVER SAME CONTENT TO ALL USERS

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DYNAMIC SERVING

BEST TO PERSONALIZE CONTENT BASED

ON DEVICE

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PARALLEL MOBILE SITE

ALTERNATIVE

TO PERSONALIZE CONTENT BASED

ON DEVICE

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CHECK YOUR SITE USING MOBILE EMULATORS

http://www.mobilephoneemulator.com/

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IDENTIFY THE BEST FOR YOU BASED ON   YOUR CHARACTERISTICS TO DEVELOP IT

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CHECK YOUR MOBILE USABILITY ISSUES

BY USING GOOGLE WEBMASTER TOOLS

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YOUR SEARCH CRAWLING ISSUES PER DEVICE WITH WEBMASTER TOOLS & SEO CRAWLERS

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YOUR SPEED ISSUES PER DEVICE FOR YOUR MOST VISITED & CRITICAL PAGES USING PAGESPEED INSIGHTS

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YOUR MULTI-DEVICE CONTENT OPTIMIZATION

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OUCH!

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REMEMBER ABOUT YOUR SEO FUNDAMENTALS?

Begin with targeted term

~ 55 characters for desktop &  

~ 60 for mobile

Descriptive and attractive   Expanding title, inviting users to click

~150 characters for desktop &  

~115 characters for mobile Short & descriptive

Targeted terms in url

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CHECK IF YOU USE STRUCTURED DATA TO   MAXIMIZE YOUR MULTI-DEVICE VISIBILITY

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ALONG WITH GOOGLE+ FOR LOCAL BUSINESSES IN CASE YOU ARE ONE

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ARE YOU CROSS-PROMOTING   YOUR MULTI-PLATFORM PRESENCE?  

SITE?

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AND INDEXING YOUR   MOBILE APP IN GOOGLE?

https://developers.google.com/app-indexing/

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4

CHECK YOUR COMPETITORS MULTI-DEVICE

OPTIMIZATION & RANKING STATUS

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IDENTIFY YOUR MOBILE SEARCH RANKINGS  

VS YOUR COMPETITORS WITH SEMRUSH

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COMPARE YOUR MOBILE RANKED PAGES  

VS THE ONES OF YOUR COMPETITORS

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/

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YOU NOW KNOW YOUR KEY SEO FACTORS TO

ESTABLISH A STRATEGY SEGMENTED BY DEVICE TYPE

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CONTENT

TO DEVELOP, OPTIMIZE &

PROMOTE

SEO KPIS & GOALS PER DEVICE

YOU CAN SET YOUR MULTI-DEVICE  

SEO STRATEGY & GOALS

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IT’S TIME TO CONNECT WITH YOUR   MULTI-DEVICE ORGANIC SEARCH AUDIENCE

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THANK YOU #FOM14! DO YOU HAVE QUESTIONS?

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