@suzzicks

Life after Mobilegeddo

n: New Strategies for

Mobile SEO and App Deep Linking

@suzzicks

April April20

21

@suzzicksOMG - What is Going

On?

@suzzicks We Need a Hero!

@suzzicks

Thinking About SEO as Mobile-

First

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What is the Threat?

More Types of Mobile Devices

Web ResultsBeingDe-Emphasized

Mobile Traffic is… Still Growing

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Google’s Goal

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Types of Mobile SitesmDot Responsive Design Selective Serving Single Page App

Rel=“Alternate”Rel=“Canonical”

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Desktop Is the Default CanonicalResponsive/Dynamic Serving

App Deep LinkingmDot Site

CANONICAL TO DESKTOP

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Honor the Integrity of the Canonical

Internal Links

Self-Referencing Canonicals

XML Sitemap

301 Redirects

Server Rules

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Settings that Impact Mobile Search

Chrome vs.Google Now

Location& Privacy

Androidvs. iOS

LoggedIn or Out

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Standard vs. Basic Search Results

Standard Search Results

Basic Search Results

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Fundamental 4/21 ChangesDesktop Crawl is for

Content & Desktop Rendering is Canonical

• For mDot Sites• For Responsive Design

& Selective Serving• In App Indexing & Deep

Linking

Mobile Crawl focuses on Rendering Rather Than Content

• Need CSS & JS to Render• Rendering is

about UX• Hidden Text &

Links are Devalued

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Why CSS & JavaScript?

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Why CSS & JavaScript?

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Why CSS & JavaScript?

Illiterate…

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Why CSS & JavaScript?

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Testing for “Mobile-Friendly”ness

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Mobile-Friendly Test

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Oh…And Also No App Interstitials!

App install interstitials that hide a significant amount of content provide a bad search experience

App install banners are less intrusive and preferred

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Mobile-Friendly Interstitials

App Banners:• Content Moves

Down to Accommodate Banner• Chrome & Apple

Both have Pre-Made Code that is Acceptable• Custom App

Banners Cause Problems

Full Page Interstitials: • Content is Covered• Covered Content Has No

SEO Value• Miss-Match With Deep

Linked Apps• Time Delays & Scroll

Delays May Work-Around (Temporarily)

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Webmaster Console Fetch & Render

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Webmaster Console Mobile-Friendliness

GET IMAGE

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Mobile UX SignalsFont Size & Tap Target Size

View Port Flash & Errors

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Mobile-Friendly Page Speed (Probably Next)

• Google PageSpeed Test• Webmaster Tools – Page Speed

Report• Google Analytics Page Speed

Report• WebPageTest.org• YSLOW- Plugin• URIValet.com

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Improving Page Speed with Images

Sprites

File Size ResponsiveImages.org

Image Server

Quality: 85%Width: 300px

Quality: 70%Width: 150px

Quality: 326 PPIWidth: 200px

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ResponsiveImages.org

• HTML5 for:• Crop• Scale• Art Director

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Other Recent Changes to the SERP

Feat

ured

AnswersAggregationsInteractions

Easy

to

SeePacksCardsCarouselsExpansion Information Se

man

ticNatural

LanguageCompound SearchEntity Understanding

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Mobile-First SEO is Focused on User ‘Intent’

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IntentDesktop Intent

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IntentMobile Intent

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Device – Intent Matters!It’s a Ranking

Factor.

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What Might Indicate Mobile Intent?

1. Voice Search/Natural Language

2. Searches for Apps3. Local/Map Search4. News Search5. Shopping Search6. Video Search7. Image Search

8. Find Phone Numbers9. Music Download Search10.Media Download Search 11.Fact Search12.Function Search13.Search Device14.Social Interaction

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Answers aka Featured Rich Snippets

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Answers aka Featured Rich Snippits

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Answer Doubles“Lois Lane is a fictional character appearing in comic books published by DC Comics. Created by writer Jerry Siegel and artist Joe Shuster, the character first appeared in Action Comics #1 (June 1938). Lois Lane is an award-winning journalist and the primary love interest of Superman.”

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Variable Description Length(Page Scrape - Not Meta Description)

135

306

134

135

340

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More Interaction from the SERP

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More Interaction from the SERP

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Identity Queries & Card Results

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Compound Search QueriesSame Query

Query + Click

Query

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Implied Keywords

“How tall is it?”

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Schema.org on Mobile

RestaurantTV ShowRecipe

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Crumb Trail Url Formatting

Westword > news >photos-ten-best-park…

denver.cbslocal.com >top-lists top-pla…Yelp > search >Find_loc=Denver,+COwww.denver.org >denver-parks

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Crumb Trail Url Formatting

Yankee Candle > mobile

Bath & Body Works > family

Anthropologie > candles > home-candle

Search for:“Scented Candle”

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Maintaining Mobile-First

Status

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Leveraging Google+ for Local-Name-Address-Phone

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Marking Up Email & Contacts

“Mobile email opens have grown by 180% in 3 years.”

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PPC Results Taking Up More Room on Mobile

• click-to-call• star ratings• app icons• links for directions • ad extensions• These could be more of a

threat to SEO moving forward

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TV & Media Sponsored Results

(No InstillationNecessary)

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Sponsored App Results

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Shopping Sponsored Results

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Travel Sponsored Results

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Predictive Search – Google Now

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Predictive Search – Google Now

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Predictive Search – Google Now

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Thanks!

Cindy Krumcindy@mobilemoxie.comCall: 720-231-7277Twitter: @Suzzicks