Mobile First SEO The Marketers Edition

Tài liệu 80 trang, giúp người đọc tìm hiểu các phương pháp cơ bản nhằm nâng cao khả năng được tìm kiếm bằng mobile trên Google so với phiên bản Desktop. Tài liệu dễ hiểu, đơn giản cùng hình ảnh minh họa.

Mobile-First SEO

#mobilefirstseo at #3xedigital by @aleyda from @orainti

The Marketers Edition

I’m Aleyda Solis

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO

BITLY.COM/LIBROSEOALEYDA

I Publish

I Share

#mobilefirstseo at #3xedigital by @aleyda from @orainti

I’m Aleyda Solis

I Blog I Speak I’m Featured

I’m Aleyda Solis

I help companies to connect with them

#mobilefirstseo at #3xedigital by @aleyda from @orainti

Search is now mostly mobile driven

percent-searches-now-mobile-devices-255025

http://searchengineland.com/report-nearly-60-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

google-mobile-first-index-262751

http://searchengineland.com/faq-And at some point Google will 


switch to a Mobile-Only Index

#mobilefirstseo at #3xedigital by @aleyda from @orainti

google-mobile-first-index-262751

http://searchengineland.com/faq-Mobile can already provide these

visibility & traffic results

This Revenue

#mobilefirstseo at #3xedigital by @aleyda from @orainti

However most Websites have 


an issue converting with it

http://www.monetate.com/blog/ ecommerce-benchmarks-q4-2016

Due to clear challenges 


with Mobile Optimization

#mobilefirstseo at #3xedigital by @aleyda from @orainti

mobile-is-changing-canadians-expectations.html

https://www.thinkwithgoogle.com/articles/three-ways-I bet this is not a surprise ;)

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

How your audience search using mobile devices?

Which queries are your visitors using to

search for your top services on mobile?

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?

Verify your competitors mobile 


traffic & organic search share

Are the same mobile queries 


bringing visibility to them?

Sistrix

Compare to identify opportunities

#mobilefirstseo at #3xedigital by @aleyda from @orainti

Expand them taking conversational 


queries into consideration

percent-queries-voice-queries-249917

http://searchengineland.com/google-reveals-20-For product inspiration & comparison, 


discovering brands, looking for opinions…

#mobilefirstseo at #3xedigital by @aleyda from @orainti

KWFinder

Look for intent, context & immediacy

optimization/optimizing-mobile-queries-near-you/

http://www.aleydasolis.com/en/search-engine-#mobilefirstseo at #3xedigital by @aleyda from @orainti

How your audience search using mobile devices?

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 


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/

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

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

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

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

Check if there are faulty redirects, canonicalization issues & errors to fix

#mobilefirstseo at #3xedigital by @aleyda from @orainti

use-mobile-page-speed-mobile-sites-upcoming-months-250874

http://searchengineland.com/google-says-page-speed-ranking-factor-It’s also critical to make sure your

mobile site version loads really fast

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

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

stories-now-live-243314

searchengineland.com/amp-top-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 results


Can 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 results


A basic, non-graphical search result pointing to the AMP page.

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

<>

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

Usually when you’re in one of these scenarios

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

Follow OnPage’s AMP Checklist


for 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/

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

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

Check out my AMP presentation


for 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

google-mobile-first-index-262751

http://searchengineland.com/faq-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

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

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

Be mindful of adding the relevant structured

data to markup your mobile content

mobile-first-indexing-change/#Structured_Data

http://www.thesempost.com/details-googles-#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

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

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

To make the most out of them 
 and maximize your mobile search CTR

#mobilefirstseo at #3xedigital by @aleyda from @orainti

How your audience search using mobile devices?

Identify which of the targeted queries are bringing

you the highest rankings, traffic & revenue

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

And always identify more mobile opportunities 


in an optimized environment to drive this growth :)

#mobilefirstseo at #3xedigital by @aleyda from @orainti

Thanks! Questions?