Mobile SEO - SMX London 2015 - Adam Whittles
•Download as PPTX, PDF•
0 likes•620 views
The document discusses considerations for SEO on mobile, including: - 36% of mobile search results differ from desktop, with 23% showing completely different sites. - Google has made changes over time to index and rank mobile sites properly, including mobile-friendly updates. - There are different options for mobile site setup like responsive, separate URLs, and dynamic serving, each with pros and cons to consider. - To test a site's mobile readiness, tools are recommended to check for crawl errors, page speed, and mobile-friendliness.
Report
Share
Mobile SEO - SMX London 2015 - Adam Whittles
- 1. MAY 21,2015 What SEO’s Need To Know About Mobile Adam Whittles SEO Director, Maxus UK @AdamWhittles
- 2. searchmarketingexpo.com @AdamWhittles #SMX #24B Adam Whittles SEO Director @ Maxus UK @AdamWhittles linkedin.com/in/adamwhittles
- 5. searchmarketingexpo.com @AdamWhittles #SMX #24B Source: IMRG and Capgemini’s Quarterly Benchmark 2015
- 6. searchmarketingexpo.com @AdamWhittles #SMX #24B “36% of mobile web search results vary from desktop, with 23% showing pages from completely different sites” Data provided by SearchMetrics from their 2014 US Google Ranking Factors Study
- 8. searchmarketingexpo.com @AdamWhittles #SMX #24B Googlebot Mobile Crawling Errors Changes in Mobile Rankings 201420132012 Mobile Results & Test Tool PageSpeed Insights Indexing Android Apps Mobile Usability 2015 Usability Warnings Mobile Search Queries Stats Warnings for Flash Sites Faulty Redirects 2011 Mobile- friendly Update Timeline of Google Mobile Events
- 16. searchmarketingexpo.com @AdamWhittles #SMX #24B Choosing a mobile setup Responsive Separate URLs Dynamic Serving • ALL devices • 1 URL • Same Content/HTML • Use CSS to render pages • Separate Mobile & Desktop URLs example.com/m/ m.example.com • Different HTML • All devices • 1 URL • different HTML (and CSS) depending on user agent (desktop or mobile device) Pros • 1 URL • Easier to maintain • Link Consolidation • No Redirects > Reduce Loading Time • Recommended By Google (saves resources, pages crawled once) • Better Mobile Experience • Faster • Dedicated Mobile Content • Easier Implementation • 1 URL • Link Consolidation • Capacity for different mobile content Cons • Slower • All content is downloaded whether it is used or not. This can be problematic for image intensive websites • Same Mobile/Desktop Content • Link Equity Dilution • Higher Cost to maintain • Crawled Multiple Times with different user agents • Slower • Higher Cost to maintain • Old Redirect Lists • Complex technical implementation • Crawled Multiple Times SEO • Check Google Webmaster Tools Crawl Errors for Redirect & 404 Errors • Check Page Load Time for Mobile and Desktop • Allow Search Engines to crawl all assets (CSS, Images, JS) • Redirect Mobile Users and Bots to the mobile site • Test Desktop Site for Redirects & 404 Errors • Add Rel=Alternate to desktop and rel=Canonical to mobile site • XML Mobile Sitemaps • Use user-agent vary header to help search bots to find your mobile content • Test for Vary: User-Agent HTTP Header Source (modified): John Shehata, Executive Director of Search at ABC News
- 17. searchmarketingexpo.com @AdamWhittles #SMX #24B Just because Google strongly recommends using responsive design doesn’t mean you should automatically choose responsive design for your site
- 18. searchmarketingexpo.com @AdamWhittles #SMX #24B Bad Use of Responsive Web Design: Disney.co.uk
- 19. searchmarketingexpo.com @AdamWhittles #SMX #24B Questions to consider when deciding which mobile setup to use 1. How much budget do you have? 2. How much engineering/technical resource do you have available? 3. Do users interact differently between your mobile and desktop sites? 4. Do you need a fast website based on your target audience search behaviour? 5. Is your content designed for sharing? 6. Do you use a CDN to speed up content delivery? 7. Does your content rely heavily on images or picture galleries?
- 21. searchmarketingexpo.com @AdamWhittles #SMX #24B Non-mobile friendly URL in mobile search. Desktop homepage is missing the rel=“alternate” tag
- 25. searchmarketingexpo.com @AdamWhittles #SMX #24B Crawl your site using Googlebot’s mobile User Agent
- 27. searchmarketingexpo.com @AdamWhittles #SMX #24B Or… Mobile-friendly Checker (Chrome Extension) Bulk Mobile-friendly checker (urlitor.com/mobile)