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Mobile SEO - Technical, Content, Local, Apps and Beyond

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Nicole Hess
Nicole Hess

Mobilegeddon struck fear in the hearts of clients and SEO's alike with Google's doomsday like predictions. Here's a look into what were some actual changes (Apps), what all the fuss was about and most importantly, how to get your client or brand into the heart and mind of the mobile user. Mobile technical SEO, mobile content strategy, App SEO, Local SEO, Schema and Knowledge Graph optimization are all explored as part of a robust mobile strategy.

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Mobile SEO Nicole Hess Director of Strategy, Yogi, Adrenaline Junkie @NicoleCherieH
“Mobilegeddon” “Google’s Panda algorithm impacted at its biggest point about 12% of the search queries. Penguin was closer to 4% at it’s max.” https://www.seroundtable.com/google-mobile-algorithm-big-20010.html 2
“Mobilegeddon” Google, May 2015 – “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Dr. Pete, June 2015 – “In the US, only 3% of Searches Return Simple List of Blue Links” http://adwords.blogspot.com/2015/05/building-for-next-moment.html 3
“Mobilegeddon” 4
Google is Delivering the Experience + Content Tailored to Searcher Intent 5 Weather Music Info Cards (Tour Dates & Songs/Albums) Hotel Booking Search Flight Booking Search TV Info Cards (with Season/Episode) Song Lyrics Food Nutrition Info Health Condition & Drugs Knowledge Graph Definitions & Concepts Videos – Play from SERP Location/Business Cards Restaurants & Menus Map Queries Car Insurance Search How to Boil an Egg https://www.youtube.com/watch?v=Y4NkXZh-EjA https://youtu.be/384xrKf6s98 “Now On Tap”
Responsive Web Design @nicolecherieh 6
Mobile SEO for All Business Case (Why x3)  Consumer Data  Website Data  Search Data Strategy (What)  Mobile Site Strategies (Responsive, Adaptive and m.*)  Technical  Content  Video  Local  Knowledge Graph  Feature SERPs  Schema  Apps Image @Student Affairs Collective 7
SEARCH BEHAVIOR DATA + CLIENT CONSUMER DATA Mobile SEO Business Case @nicolecherieh 8
182M People in the U.S. have a Smartphone http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ 9 80% 90% 97% 50+ 30-49 18-29 Use It Don't Who is using Mobile Internet?
Search is Most Common Starting Point for Mobile Research http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 10
Do Customers Buy on Mobile? 11http://www.searchenginepeople.com/blog/15071-mobile-responsive.html
Your Website Data Google Analytics: Traffic by Device Google Analytics: Review Popular Mobile Pages with High Bounce Rate @nicolecherieh 12
Your Keyword Data • Google WMT Search Queries • Mobile Keyword Rankings • Adwords 13
Even More Data… Personas • Google Consumer Insights • Social Media Ads Demographics • Pew Research Center • Nielson • comScore • UserTesting.com @nicolecherieh 14
Client Signs Up for Mobile SEO and Requests: @nicolecherieh 15
MOBILE SITE STRATEGY Mobile SEO Strategy 16
Mobile Site Options Responsive Dedicated (m.*) Dynamic / Adaptive URL Structure 1 URL Different Desktop and Mobile URLs 1 URL HTML and CSS Same HTML, CSS and Content Different HTML choice on CSS and Content Different HTML and CSS depending on User Agent, choice on Content How content is optimized for mobile Device does the work Delivered as is Server does the work Delivery of HTML and CSS Use CSS to render page Mobile domain has own code User Agent detects browser and serves appropriate HTML, CSS and Content SEO Consideration Requires optimization for speed and delivery Requires technical SEO for URL structure Requires accurate recognition of User Agents
Responsive Web Design Pros • Same content, same URLs, less room for error, less code to update Cons • Same content, probability for heavy code, slow site SEO Considerations • Speed – Optimizing CSS and JavaScript – Optimizing Images @nicolecherieh 18
Dynamic / Adaptive Pros • Same content, same URLs, optimize HTML and CSS for device Cons • Same content, probability for heavy code, slow site SEO Considerations • Vary HTTP header • Detect by user-agent string • Keep redirection consistent with rel=“alternate” tags @NicoleCherieH 19
Dedicated Site / m.* Pro’s • Mobile specific content, dedicated mobile experience Con’s • Different URLs require specific technical SEO, issues can arise when URLs are shared via social media, email, etc. SEO Considerations • Rel=alternate, Desktop • Canonical Tags, Mobile • XML Sitemap notations • Create Mobile XML Sitemap • Offer a way to desktop @NicoleCherieH 20
Technical Mobile SEO – m.* Redirects @NicoleCherieH 21 Beware Faulty Redirects Setup Beware infinite redirect loops i.e. Googlebot-mobile > redirect to feature phone site > redirect to smartphone site > redirect to desktop site > (start all over again)
Technical Mobile SEO – 404s If a page on your site doesn’t have a smartphone equivalent, keep users on the desktop page. @NicoleCherieH 22
TECHNICAL MOBILE SEO Mobile SEO Strategy 23
Technical Mobile SEO “After 1s or more, the user’s flow and engagement with the initiated task feels broken.” https://blog.kissmetrics.com/loading-time/?wide=1 24
Technical Mobile SEO - Speed • Server response time under 200 ms • Start render time under 3s • Minimize # of redirects • Minimize # of roundtrips to first render • No interstitials https://www.filamentgroup.com/lab/performance-rwd.html 25 Aim for This
Mobile SEO - Tests 26 Google Mobile- Friendly Test Google Page Speed Insights
Technical Mobile SEO - Tests 27 Google Webmaster Tools WebPageTest.org (Also Google) @NicoleCherieH
Technical Mobile SEO - JavaScript SEO Check: • Do not block JavaScript in Robots.txt file • Ensure that no JavaScript blocks the rendering of ATF content Dev Check: • Replace JavaScript libraries with leaner JavaScript modules • Defer the loading of JavaScript until the page has started loading • Minify JavaScript http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/ High Performance Browser Networking 28
Technical Mobile SEO - CSS SEO Check • Do not block CSS in Robots.txt file • Use Gzip compression Dev Check: • Inline CSS and ATF CSS • Identify and defer non-critical CSS • Load the full CSS asynchronously, after rendering • Minify CSS 29http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/ High Performance Browser Networking
Technical Mobile SEO - Images • Responsive: Serves the same HiRes image scaled down in size as the device gets smaller and requesting a new image for each layout • Adaptive: Developers have complete control over what content will be served to what device • M.*: Developers have complete control over what content will be served for the domain http://www.techrepublic.com/blog/web-designer/what-is- the-difference-between-responsive-vs-adaptive-web-design/ 30
Technical Mobile SEO - Images https://developers.google.com/speed/pagespeed/insights/ 31 Option 1. Optimize in Photoshop: Make a photo 3% of its original size. “Save for Web” + reduce “Quality” to 65 and this file shrunk from 213K down to just 7.416K. Repeat for all images on page. Option 2. Let Google do it:
CONTENT, LOCAL, SCHEMA AND BEYOND Mobile SEO Strategy 32
Mobile Content SEO 33 Google’s Intent-driven SERPs Know how your customers are going to use your content. Late Night Delivery Photo Collage Cake Recipe Song Lyrics http://adwords.blogspot.com/2015/05/building-for-next-moment.html
Mobile Content SEO • Mobile Content Gap Analysis to define mobile search queries and content strategy – GWMT, Ranking Tools, Competitor Analysis, Keyword Research • Micro-moments: Snackable content geared towards intent @NicoleCherieH 34
Mobile Content SEO • Micro-Moment: Shopping @NicoleCherieH 35
Mobile Content SEO • Micro-Moment: Planning / Services @NicoleCherieH 36
Mobile Content SEO • Micro-Moment: Inspiration, Entertainment @NicoleCherieH 37
Mobile Content SEO “Content Strategy for Mobile” by Karen McGrane, A Book Apart Publishers @NicoleCherieH 38
Mobile Content SEO @NicoleCherieH 39 Ensure your desired content for page is crawlable via Emulator and Fetch as Google
Technical Mobile Content SEO • Select your breakpoints without hiding your content. “Don’t simply hide content just because you can’t fit it on screen.” – Google • Must have an OnLoad JavaScript event for Googlebot to see content; no links will be clicked to get content in single page design – Google • Avoid sideways scrolling • Infinite scroll should break down to pagination with Rel=“Next” Rel=“Prev” • End pagination with the last piece of content • Pagination should be included in Sitemaps https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpoints https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html 40
Video SEO for Mobile • HTML5 is preferred for video players • Google warns users of incompatible sites • No Flash • Include transcript or text highlights of video available on all devices • Mobile video strategy http://localu.org/blog/a-guide-to-google-mobile-local-pack-results/ 41
Local SEO • It’s getting tougher out there – Local Pack is now usually only 3 results • Optimize “Google My Business” Listing • Use Moz.com/Local (Best $84 you can spend) • Publish Local Content • Guide to Local SEO (Shameless plug) http://bit.ly/nicole-local-seo-guide 42
Knowledge Graph SEO for Mobile 43 • http://www.greenlaneseo.com /blog/2014/02/optimize-now- entities-relationships/ • http://inbound.org/articles/vie w/i-became-an-entity-how-i- m-on-the-knowledge-graph
Schema SEO for Mobile • Location, business info • Reviews, ratings • Event, ticketing • Products • Recipes • Articles • Person • Email schema @NicoleCherieH 44
Schema SEO for Mobile - Email • Roughly 50% of emails are read on mobile devices • 54% of B2C Brands as of June 2015 do not have mobile friendly promotional emails • Email schema for Events, Flight, Hotel, Rental Car, Restaurant http://marketingland.com/5-levels-mobile-friendly-email-design-time-graduate-137516 45
APP SEO Mobile SEO Strategy 46
Monthly Usage of App vs Mobile Web http://www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross-platform-report.html 47
App SEO http://www.slideshare.net/Suzzicks/mozcon-mobilegeddon 48
App SEO • Who? Hulu.com, Refinery29.com, Techcrunch.com • Deep links are a positive mobile web ranking signal • App screens to have a 1-1 content parity with webpages • Descriptive App names help • Keywords in the App description help • OnLoad event to trigger further crawling to get more content, Google will not click links http://searchengineland.com/emerging-role-seo-app-discoverability-224543 https://moz.com/blog/mobile-app-search 49
App SEO Should my business develop an App? • Is it an experience that necessitates an app? – Continuous Use: Facebook, Tinder – Place of Use: Recipes – On-the-Go Use: Car Rental Booking • Is there an added value the App can bring? – Multistep processes: Yelp, Geico – Service: Uber, GrubHub – Engagement: Games, PicStich • What Persona is being targeted? – Rural senior citizens – Millennial urbanites @nicolecherieh 50
RESOURCES Mobile SEO 51
Technical Mobile SEO – Checklist  Test your site to see if Google views you as mobile friendly or not  Double check your CMS specific recommendations  Determine mobile site solution and specific optimizations  Rel=alternate, canonicals tags and XML Sitemap considerations for mobile site  Set Meta Viewport for Responsive  Vary HTTP header for Dynamic / Adaptive  Check speed and load times (aim for a Start Render time of 3s or less)  Server must render the response (< 200 ms)  Optimize JavaScript and CSS (fit within the first fit within the first 14 KB of data sent)  Optimize images  Check redirects for unavailable content on mobile  Check smartphone 404s  Resolve blocking of JavaScript, CSS or image files in Robots.txt  No flash content for mobile  Check where you are sending searches (when don’t have a mobile page, send to desktop)  Ensure you have proper advertising for apps (no interstitials)  Ensure size of tap targets is optimized (between 12px and 20px of space between minor touch elements and 32px-ish of spacing between major touch elements)  Schema implementation (Mobile, Email) 52@NicoleCherieH
Links from Slides • Slide 2 - https://www.seroundtable.com/google-mobile-algorithm-big-20010.html • Slide 3 - http://adwords.blogspot.com/2015/05/building-for-next-moment.html • Slide 5 - https://www.youtube.com/watch?v=Y4NkXZh-EjA • Slide 5 - https://youtu.be/384xrKf6s98 • Slide 9 - http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ • Slide 10 - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf • Slide 11 - http://www.searchenginepeople.com/blog/15071-mobile-responsive.html • Slide 24 - https://blog.kissmetrics.com/loading-time/?wide=1 • Slide 25 - https://www.filamentgroup.com/lab/performance-rwd.html • Slide 26 - https://www.google.com/webmasters/tools/mobile-friendly/ • Slide 26 - https://developers.google.com/speed/pagespeed/insights/ • Slide 27 - http://www.webpagetest.org/ • Slide 28 & 29 - http://www.smashingmagazine.com/2014/09/improving-smashing- magazine-performance-case-study/ • Slide 30 - http://www.techrepublic.com/blog/web-designer/what-is-the-difference- between-responsive-vs-adaptive-web-design/ • Slide 31 - https://developers.google.com/speed/pagespeed/insights/ 53
Links from Slides • Slide 33 - http://adwords.blogspot.com/2015/05/building-for-next-moment.html • Slide 40 - https://developers.google.com/web/fundamentals/layouts/rwd- fundamentals/how-to-choose-breakpoints https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html • Slide 41 - http://localu.org/blog/a-guide-to-google-mobile-local-pack-results/ • Slide 42 - http://bit.ly/nicole-local-seo-guide • Slide 43 - http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities- relationships/ http://inbound.org/articles/view/i-became-an-entity-how-i-m-on-the-knowledge-graph • Slide 45 - http://marketingland.com/5-levels-mobile-friendly-email-design-time-graduate- 137516 • Slide 47 - http://www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross- platform-report.html • Slide 48 - http://www.slideshare.net/Suzzicks/mozcon-mobilegeddon • Slide 49 - http://searchengineland.com/emerging-role-seo-app-discoverability-224543 https://moz.com/blog/mobile-app-search 54
More Resources Learning • http://www.pewinternet.org/2012/11/30/the-best-and-worst-of-mobile-connectivity/ • http://www.slideshare.net/Suzzicks/the-future-of-mobile-seo-smx-munich-2015 • http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps • http://www.slideshare.net/johnshehata/advanced-mobile-seo-john-shehata-c3-2014 • https://developers.google.com/web/fundamentals/layouts/ • https://www.google.com/think/multiscreen/whitepaper-sitedesign.html • https://developers.google.com/web/fundamentals/input/form/ • http://www.pewinternet.org/2012/11/30/the-best-and-worst-of-mobile-connectivity/ • http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps • https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose- breakpoints • https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html Tools • https://developers.google.com/speed/pagespeed/insights_extensions?hl=en • http://mobitest.akamai.com/m/index.cgi • https://validator.w3.org/mobile/ • http://readwrite.com/2015/08/13/deep-link-tutorial-uninstalled-apps 55@NicoleCherieH

More Related Content

Mobile SEO - Technical, Content, Local, Apps and Beyond

  • 1. Mobile SEO Nicole Hess Director of Strategy, Yogi, Adrenaline Junkie @NicoleCherieH
  • 2. “Mobilegeddon” “Google’s Panda algorithm impacted at its biggest point about 12% of the search queries. Penguin was closer to 4% at it’s max.” https://www.seroundtable.com/google-mobile-algorithm-big-20010.html 2
  • 3. “Mobilegeddon” Google, May 2015 – “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Dr. Pete, June 2015 – “In the US, only 3% of Searches Return Simple List of Blue Links” http://adwords.blogspot.com/2015/05/building-for-next-moment.html 3
  • 5. Google is Delivering the Experience + Content Tailored to Searcher Intent 5 Weather Music Info Cards (Tour Dates & Songs/Albums) Hotel Booking Search Flight Booking Search TV Info Cards (with Season/Episode) Song Lyrics Food Nutrition Info Health Condition & Drugs Knowledge Graph Definitions & Concepts Videos – Play from SERP Location/Business Cards Restaurants & Menus Map Queries Car Insurance Search How to Boil an Egg https://www.youtube.com/watch?v=Y4NkXZh-EjA https://youtu.be/384xrKf6s98 “Now On Tap”
  • 7. Mobile SEO for All Business Case (Why x3)  Consumer Data  Website Data  Search Data Strategy (What)  Mobile Site Strategies (Responsive, Adaptive and m.*)  Technical  Content  Video  Local  Knowledge Graph  Feature SERPs  Schema  Apps Image @Student Affairs Collective 7
  • 8. SEARCH BEHAVIOR DATA + CLIENT CONSUMER DATA Mobile SEO Business Case @nicolecherieh 8
  • 9. 182M People in the U.S. have a Smartphone http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ 9 80% 90% 97% 50+ 30-49 18-29 Use It Don't Who is using Mobile Internet?
  • 10. Search is Most Common Starting Point for Mobile Research http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 10
  • 11. Do Customers Buy on Mobile? 11http://www.searchenginepeople.com/blog/15071-mobile-responsive.html
  • 12. Your Website Data Google Analytics: Traffic by Device Google Analytics: Review Popular Mobile Pages with High Bounce Rate @nicolecherieh 12
  • 13. Your Keyword Data • Google WMT Search Queries • Mobile Keyword Rankings • Adwords 13
  • 14. Even More Data… Personas • Google Consumer Insights • Social Media Ads Demographics • Pew Research Center • Nielson • comScore • UserTesting.com @nicolecherieh 14
  • 15. Client Signs Up for Mobile SEO and Requests: @nicolecherieh 15
  • 16. MOBILE SITE STRATEGY Mobile SEO Strategy 16
  • 17. Mobile Site Options Responsive Dedicated (m.*) Dynamic / Adaptive URL Structure 1 URL Different Desktop and Mobile URLs 1 URL HTML and CSS Same HTML, CSS and Content Different HTML choice on CSS and Content Different HTML and CSS depending on User Agent, choice on Content How content is optimized for mobile Device does the work Delivered as is Server does the work Delivery of HTML and CSS Use CSS to render page Mobile domain has own code User Agent detects browser and serves appropriate HTML, CSS and Content SEO Consideration Requires optimization for speed and delivery Requires technical SEO for URL structure Requires accurate recognition of User Agents
  • 18. Responsive Web Design Pros • Same content, same URLs, less room for error, less code to update Cons • Same content, probability for heavy code, slow site SEO Considerations • Speed – Optimizing CSS and JavaScript – Optimizing Images @nicolecherieh 18
  • 19. Dynamic / Adaptive Pros • Same content, same URLs, optimize HTML and CSS for device Cons • Same content, probability for heavy code, slow site SEO Considerations • Vary HTTP header • Detect by user-agent string • Keep redirection consistent with rel=“alternate” tags @NicoleCherieH 19
  • 20. Dedicated Site / m.* Pro’s • Mobile specific content, dedicated mobile experience Con’s • Different URLs require specific technical SEO, issues can arise when URLs are shared via social media, email, etc. SEO Considerations • Rel=alternate, Desktop • Canonical Tags, Mobile • XML Sitemap notations • Create Mobile XML Sitemap • Offer a way to desktop @NicoleCherieH 20
  • 21. Technical Mobile SEO – m.* Redirects @NicoleCherieH 21 Beware Faulty Redirects Setup Beware infinite redirect loops i.e. Googlebot-mobile > redirect to feature phone site > redirect to smartphone site > redirect to desktop site > (start all over again)
  • 22. Technical Mobile SEO – 404s If a page on your site doesn’t have a smartphone equivalent, keep users on the desktop page. @NicoleCherieH 22
  • 23. TECHNICAL MOBILE SEO Mobile SEO Strategy 23
  • 24. Technical Mobile SEO “After 1s or more, the user’s flow and engagement with the initiated task feels broken.” https://blog.kissmetrics.com/loading-time/?wide=1 24
  • 25. Technical Mobile SEO - Speed • Server response time under 200 ms • Start render time under 3s • Minimize # of redirects • Minimize # of roundtrips to first render • No interstitials https://www.filamentgroup.com/lab/performance-rwd.html 25 Aim for This
  • 26. Mobile SEO - Tests 26 Google Mobile- Friendly Test Google Page Speed Insights
  • 27. Technical Mobile SEO - Tests 27 Google Webmaster Tools WebPageTest.org (Also Google) @NicoleCherieH
  • 28. Technical Mobile SEO - JavaScript SEO Check: • Do not block JavaScript in Robots.txt file • Ensure that no JavaScript blocks the rendering of ATF content Dev Check: • Replace JavaScript libraries with leaner JavaScript modules • Defer the loading of JavaScript until the page has started loading • Minify JavaScript http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/ High Performance Browser Networking 28
  • 29. Technical Mobile SEO - CSS SEO Check • Do not block CSS in Robots.txt file • Use Gzip compression Dev Check: • Inline CSS and ATF CSS • Identify and defer non-critical CSS • Load the full CSS asynchronously, after rendering • Minify CSS 29http://www.smashingmagazine.com/2014/09/improving-smashing-magazine-performance-case-study/ High Performance Browser Networking
  • 30. Technical Mobile SEO - Images • Responsive: Serves the same HiRes image scaled down in size as the device gets smaller and requesting a new image for each layout • Adaptive: Developers have complete control over what content will be served to what device • M.*: Developers have complete control over what content will be served for the domain http://www.techrepublic.com/blog/web-designer/what-is- the-difference-between-responsive-vs-adaptive-web-design/ 30
  • 31. Technical Mobile SEO - Images https://developers.google.com/speed/pagespeed/insights/ 31 Option 1. Optimize in Photoshop: Make a photo 3% of its original size. “Save for Web” + reduce “Quality” to 65 and this file shrunk from 213K down to just 7.416K. Repeat for all images on page. Option 2. Let Google do it:
  • 32. CONTENT, LOCAL, SCHEMA AND BEYOND Mobile SEO Strategy 32
  • 33. Mobile Content SEO 33 Google’s Intent-driven SERPs Know how your customers are going to use your content. Late Night Delivery Photo Collage Cake Recipe Song Lyrics http://adwords.blogspot.com/2015/05/building-for-next-moment.html
  • 34. Mobile Content SEO • Mobile Content Gap Analysis to define mobile search queries and content strategy – GWMT, Ranking Tools, Competitor Analysis, Keyword Research • Micro-moments: Snackable content geared towards intent @NicoleCherieH 34
  • 35. Mobile Content SEO • Micro-Moment: Shopping @NicoleCherieH 35
  • 36. Mobile Content SEO • Micro-Moment: Planning / Services @NicoleCherieH 36
  • 37. Mobile Content SEO • Micro-Moment: Inspiration, Entertainment @NicoleCherieH 37
  • 38. Mobile Content SEO “Content Strategy for Mobile” by Karen McGrane, A Book Apart Publishers @NicoleCherieH 38
  • 39. Mobile Content SEO @NicoleCherieH 39 Ensure your desired content for page is crawlable via Emulator and Fetch as Google
  • 40. Technical Mobile Content SEO • Select your breakpoints without hiding your content. “Don’t simply hide content just because you can’t fit it on screen.” – Google • Must have an OnLoad JavaScript event for Googlebot to see content; no links will be clicked to get content in single page design – Google • Avoid sideways scrolling • Infinite scroll should break down to pagination with Rel=“Next” Rel=“Prev” • End pagination with the last piece of content • Pagination should be included in Sitemaps https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpoints https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html 40
  • 41. Video SEO for Mobile • HTML5 is preferred for video players • Google warns users of incompatible sites • No Flash • Include transcript or text highlights of video available on all devices • Mobile video strategy http://localu.org/blog/a-guide-to-google-mobile-local-pack-results/ 41
  • 42. Local SEO • It’s getting tougher out there – Local Pack is now usually only 3 results • Optimize “Google My Business” Listing • Use Moz.com/Local (Best $84 you can spend) • Publish Local Content • Guide to Local SEO (Shameless plug) http://bit.ly/nicole-local-seo-guide 42
  • 43. Knowledge Graph SEO for Mobile 43 • http://www.greenlaneseo.com /blog/2014/02/optimize-now- entities-relationships/ • http://inbound.org/articles/vie w/i-became-an-entity-how-i- m-on-the-knowledge-graph
  • 44. Schema SEO for Mobile • Location, business info • Reviews, ratings • Event, ticketing • Products • Recipes • Articles • Person • Email schema @NicoleCherieH 44
  • 45. Schema SEO for Mobile - Email • Roughly 50% of emails are read on mobile devices • 54% of B2C Brands as of June 2015 do not have mobile friendly promotional emails • Email schema for Events, Flight, Hotel, Rental Car, Restaurant http://marketingland.com/5-levels-mobile-friendly-email-design-time-graduate-137516 45
  • 46. APP SEO Mobile SEO Strategy 46
  • 47. Monthly Usage of App vs Mobile Web http://www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross-platform-report.html 47
  • 49. App SEO • Who? Hulu.com, Refinery29.com, Techcrunch.com • Deep links are a positive mobile web ranking signal • App screens to have a 1-1 content parity with webpages • Descriptive App names help • Keywords in the App description help • OnLoad event to trigger further crawling to get more content, Google will not click links http://searchengineland.com/emerging-role-seo-app-discoverability-224543 https://moz.com/blog/mobile-app-search 49
  • 50. App SEO Should my business develop an App? • Is it an experience that necessitates an app? – Continuous Use: Facebook, Tinder – Place of Use: Recipes – On-the-Go Use: Car Rental Booking • Is there an added value the App can bring? – Multistep processes: Yelp, Geico – Service: Uber, GrubHub – Engagement: Games, PicStich • What Persona is being targeted? – Rural senior citizens – Millennial urbanites @nicolecherieh 50
  • 52. Technical Mobile SEO – Checklist  Test your site to see if Google views you as mobile friendly or not  Double check your CMS specific recommendations  Determine mobile site solution and specific optimizations  Rel=alternate, canonicals tags and XML Sitemap considerations for mobile site  Set Meta Viewport for Responsive  Vary HTTP header for Dynamic / Adaptive  Check speed and load times (aim for a Start Render time of 3s or less)  Server must render the response (< 200 ms)  Optimize JavaScript and CSS (fit within the first fit within the first 14 KB of data sent)  Optimize images  Check redirects for unavailable content on mobile  Check smartphone 404s  Resolve blocking of JavaScript, CSS or image files in Robots.txt  No flash content for mobile  Check where you are sending searches (when don’t have a mobile page, send to desktop)  Ensure you have proper advertising for apps (no interstitials)  Ensure size of tap targets is optimized (between 12px and 20px of space between minor touch elements and 32px-ish of spacing between major touch elements)  Schema implementation (Mobile, Email) 52@NicoleCherieH
  • 53. Links from Slides • Slide 2 - https://www.seroundtable.com/google-mobile-algorithm-big-20010.html • Slide 3 - http://adwords.blogspot.com/2015/05/building-for-next-moment.html • Slide 5 - https://www.youtube.com/watch?v=Y4NkXZh-EjA • Slide 5 - https://youtu.be/384xrKf6s98 • Slide 9 - http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ • Slide 10 - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf • Slide 11 - http://www.searchenginepeople.com/blog/15071-mobile-responsive.html • Slide 24 - https://blog.kissmetrics.com/loading-time/?wide=1 • Slide 25 - https://www.filamentgroup.com/lab/performance-rwd.html • Slide 26 - https://www.google.com/webmasters/tools/mobile-friendly/ • Slide 26 - https://developers.google.com/speed/pagespeed/insights/ • Slide 27 - http://www.webpagetest.org/ • Slide 28 & 29 - http://www.smashingmagazine.com/2014/09/improving-smashing- magazine-performance-case-study/ • Slide 30 - http://www.techrepublic.com/blog/web-designer/what-is-the-difference- between-responsive-vs-adaptive-web-design/ • Slide 31 - https://developers.google.com/speed/pagespeed/insights/ 53
  • 54. Links from Slides • Slide 33 - http://adwords.blogspot.com/2015/05/building-for-next-moment.html • Slide 40 - https://developers.google.com/web/fundamentals/layouts/rwd- fundamentals/how-to-choose-breakpoints https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html • Slide 41 - http://localu.org/blog/a-guide-to-google-mobile-local-pack-results/ • Slide 42 - http://bit.ly/nicole-local-seo-guide • Slide 43 - http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities- relationships/ http://inbound.org/articles/view/i-became-an-entity-how-i-m-on-the-knowledge-graph • Slide 45 - http://marketingland.com/5-levels-mobile-friendly-email-design-time-graduate- 137516 • Slide 47 - http://www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross- platform-report.html • Slide 48 - http://www.slideshare.net/Suzzicks/mozcon-mobilegeddon • Slide 49 - http://searchengineland.com/emerging-role-seo-app-discoverability-224543 https://moz.com/blog/mobile-app-search 54
  • 55. More Resources Learning • http://www.pewinternet.org/2012/11/30/the-best-and-worst-of-mobile-connectivity/ • http://www.slideshare.net/Suzzicks/the-future-of-mobile-seo-smx-munich-2015 • http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps • http://www.slideshare.net/johnshehata/advanced-mobile-seo-john-shehata-c3-2014 • https://developers.google.com/web/fundamentals/layouts/ • https://www.google.com/think/multiscreen/whitepaper-sitedesign.html • https://developers.google.com/web/fundamentals/input/form/ • http://www.pewinternet.org/2012/11/30/the-best-and-worst-of-mobile-connectivity/ • http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps • https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose- breakpoints • https://www.seroundtable.com/google-mobile-lazy-load-content-mobile-20759.html Tools • https://developers.google.com/speed/pagespeed/insights_extensions?hl=en • http://mobitest.akamai.com/m/index.cgi • https://validator.w3.org/mobile/ • http://readwrite.com/2015/08/13/deep-link-tutorial-uninstalled-apps 55@NicoleCherieH