Five Secrets to Unlocking Mobile SEO Success
description
Transcript of Five Secrets to Unlocking Mobile SEO Success
mCordisPutting mobile at the heart of marketing
mC
5 Secrets to UnlockingMobile SEO Success
April 22, 2014
Today’s Speakers
Michael BeckerManaging Partner and North America CEOmCordis, [email protected]@mobiledirect
Brian KlaisFounder, CEOPure Oxygen Labs [email protected]@BrianKlais
Q&A
Don’t forget to Tweet about this session using hashtag: @BrianKlais, @mobiledirect
#mobilesearch
04/10/2023 4Confidential, Pure Oxygen Labs LLC, 2013
Google RedefinedSEO in 2013…
04/10/2023 5Confidential, Pure Oxygen Labs LLC, 2013
04/10/2023 6Confidential, Pure Oxygen Labs LLC, 2013
And SEO Became Mobile-Optimized
“…we plan to roll out several ranking changes in
the near future that address sites that are
misconfigured for smartphone users.”
04/10/2023 7Confidential, Pure Oxygen Labs LLC, 2013
6% of the Fortune 100 are Ready
http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google
Request a copy of the research at [email protected]
04/10/2023 8Confidential, Pure Oxygen Labs LLC, 2013
Key #1: Deliver Relevant Mobile Content
04/10/2023 9Confidential, Pure Oxygen Labs LLC, 2013
Key #1: Deliver Relevant Mobile Content
Google supports three configurations:• Responsive design• Dedicated mobile site • Dynamic serving
Each must be optimized:• Mobile sites must be tagged and use proper redirects• Responsive sites must load fast and reduce requests• Dynamically served sites must be tagged and
managed
04/10/2023 10Confidential, Pure Oxygen Labs LLC, 2013
What Google says…• Route mobile searchers to
relevant mobile pages• If mobile searcher requests
example.com/article29, redirect to the equivalent mobile page (e.g. m.example.com/article29)
• Do not redirect to the m.example.com homepage
Irrelevant mobile redirect
Key #1: Deliver Relevant Mobile Content
04/10/2023 11Confidential, Pure Oxygen Labs LLC, 2013
Key #1: Deliver Relevant Mobile Content
04/10/2023 12Confidential, Pure Oxygen Labs LLC, 2013
Key #1: Deliver Relevant Mobile Content
Recommendations:• Understand voice of
customer– AdWords, Analytics,
Search logs• Build content for mobile
customers• Target mobile queries in real
time
04/10/2023 13Confidential, Pure Oxygen Labs LLC, 2013
Key #1: Deliver Relevant Mobile Content
• Implement server-side wildcard pattern matching / conditional redirect logic to target top user-agents (eg iPhone, Android, etc.)
• Javascript redirects are less optimal but are supported by Google
• When targeting by user-agent, remember Android tablets and phones both have “Android.” To target phones, match on “Android AND mobile”; to target tablets, match on “Android and not mobile”
04/10/2023 14Confidential, Pure Oxygen Labs LLC, 2013
Key #2: Optimize / Fix
Mobile Redirects
04/10/2023 15Confidential, Pure Oxygen Labs LLC, 2013
Disclose Conditional Redirects
What Google says…
• Sites that customize mobile experience based on user-agent settings need to make it clear to bots that content varies by user agent
• When your server modifies content or redirects mobile searchers or bots, that page’s “Vary” HTTP header must contain "user agent”
04/10/2023 16Confidential, Pure Oxygen Labs LLC, 2013
Mobile Redirect Header Tag
View this mobile redirect header:http://www.pureoxygenmobile.com/view-mobile-redirects/!=http://www.amazon.com/ref=gno_logo
04/10/2023 17Confidential, Pure Oxygen Labs LLC, 2013
Err On Side of No Mobile Errors
What Google says …• If a searcher visits a desktop page from a mobile
device, redirect to an equivalent smartphone-friendly URL not a 404 page.
• Make sure the smartphone-friendly page is not an error page.
• If your content is not available in a smartphone-friendly format, serve the desktop page instead.
04/10/2023 18Confidential, Pure Oxygen Labs LLC, 2013
2% of Retailers are Google-Compliant
http://www.pureoxygenmobile.com/research-1-in-5-retailers-serving-up-mobile-search-errors-to-holiday-shoppers/
Request a copy of the research at [email protected]
04/10/2023 19Confidential, Pure Oxygen Labs LLC, 2013
The Penalty for Mobile 404s
?
“GM” Query(September 2013)
“GM” Query(June 2013)
04/10/2023 20Confidential, Pure Oxygen Labs LLC, 2013
Diagnosing a Faulty Redirect
Status: 200
04/10/2023 21Confidential, Pure Oxygen Labs LLC, 2013
Status: 200
http://www.ford.com/Cars/Mustang/models/…
http://pixel.everesttech.net/2519/cq?ev_sid=3&ev_ln=mustangconvertible&ev_crx=17785702469&ev_mt=b&ev_n=g&ev_ltx=&ev_pl=&ev_pos=1t1&ev_dvc=c&ev_dvm=&url=http://www.ford.com/Cars/Mustang/models/?searchid=61240949|2322886349|11611920
http://m.ford.com/Cars/Mustang/models/…
Diagnosing a Faulty Redirect
04/10/2023 22Confidential, Pure Oxygen Labs LLC, 2013
View this mobile redirect header: http://www.pureoxygenmobile.com/view-mobile-redirects/#!=http://www.ford.com/Cars/Mustang/models
Diagnosing a Faulty Redirect
04/10/2023 23Confidential, Pure Oxygen Labs LLC, 2013
Key #3: Tag Mobile Pages
04/10/2023 24Confidential, Pure Oxygen Labs LLC, 2013
Tag Pages with Canonical Markup
What Google says…• Canonical markup helps make content visible
to bots and searchers• If you have an “m.” mobile site:
– Each desktop page should contain a "rel=alternate" link meta tag that points to the mobile URL
– Each mobile page should contain a "rel=canonical" meta tag that points to the desktop URL
• Alternatively add notation to Sitemaps file• Consider Javascript redirects that match on
link value
04/10/2023 25Confidential, Pure Oxygen Labs LLC, 2013
Canonical Link Markup: Just Do It
04/10/2023 26Confidential, Pure Oxygen Labs LLC, 2013
RWD ≠ SEO
What Google says…• Target smartphones via “max-width 640px”
@media queries• Pages should load in <1 second • Average RWD page weighs 2x more than
average “m.” page• Do your media queries apply to all pages - or
just home page?• Take advantage of compression, caching, image
optimization– Free tools:
http://developers.google.com/speed/pagespeed/insights
04/10/2023 27Confidential, Pure Oxygen Labs LLC, 2013
Key #4: Invest in Social
04/10/2023 28Confidential, Pure Oxygen Labs LLC, 2013
04/10/2023 29Confidential, Pure Oxygen Labs LLC, 2013
Socialize Content for SEO
Recommendations:• Google +1’s, Facebook Likes, Pins, Tweets influence
SEO rankings• Share links to new content with followers / fans on
social networks• Insert share buttons to help users socialize
calculators, recipes, tools, on Google+, Facebook, Twitter
Benefits:• Increase engagement and rankings• Requires low effort to implement
Source: Ranking Correlation Study, SearchMetrics.com, July 2013
04/10/2023 30Confidential, Pure Oxygen Labs LLC, 2013
Challenge: Incompatible Web/App URLs
m.facebook.com/eastbay
fb://profile/76903097742
Links that route to web URLs force app users to re-enter login credentials or hunt for the app.
This friction reduces engagement.
Linking to an app URL results in errors for web users without the app.
This experience also reduces engagement.
04/10/2023 31Confidential, Pure Oxygen Labs LLC, 2013
Solution: Deeplinks
04/10/2023 32Confidential, Pure Oxygen Labs LLC, 2013
App Users Bypass Log-In Barriers
04/10/2023 33Confidential, Pure Oxygen Labs LLC, 2013
And Get Instant App Access
04/10/2023 34Confidential, Pure Oxygen Labs LLC, 2013
Key #5: Promote Apps
Intelligently
04/10/2023 35Confidential, Pure Oxygen Labs LLC, 2013
“Customers who have our app make twice as many trips to Walmart and spend 40% more…”
-VP Digital, Walmart
04/10/2023 36Confidential, Pure Oxygen Labs LLC, 2013
Promote Apps Intelligently
What Google says: • Avoid promoting app via interstitial
pages • Use a simple banner to promote your
app inline with page content• Promote appropriately based on OS
(e.g. Smart App Banners for Safari) • Or use an HTML image that links to the
correct app store
04/10/2023 37Confidential, Pure Oxygen Labs LLC, 2013
Enable Deeplink Support in Your App
• App URL scheme support – Consistency among iOS and Android– Impacts device targeting requirements– Understand tracking parameter support
• Define a URL strategy– Match web URLs and app URLs– Consider SEO strategies
04/10/2023 38Confidential, Pure Oxygen Labs LLC, 2013
Provide “Open the App” Links
What Google says…• Let users choose to open web or app • Add URL scheme support to Android app• Update sitemap or add website code
04/10/2023 39Confidential, Pure Oxygen Labs LLC, 2013
Example of Mobile Commerce Deeplinks
04/10/2023 40Confidential, Pure Oxygen Labs LLC, 2013
Pure Oxygen Labs: At-a-Glance
Strategic Services• Enterprise Mobile Strategy• Mobile-Search-Social
Optimization• App and QR Marketing
Guidance
Enterprise Solutions• Adaptive URL Technology• Mobile SEO Diagnostic Tools• Analytics, Metrics, Reporting
Unleash the science of search. Boost your mobile performance.
Q&A
Michael BeckerManaging Partner and North America CEOmCordis, [email protected]@mobiledirect
Brian KlaisFounder, CEOPure Oxygen Labs [email protected]@BrianKlais
Upcoming Events
Waterfall and mCordis will be hosting a series of workshops and executive dinners in San Francisco, New York and Chicago in May and June. Please email [email protected] to register for the workshop or request a dinner invite.
Mobile Marketing Fundamentals Workshop – How To Nurture Profitable Customer Relationships Via Mobile Messaging
San Francisco - May 13 (COMPLETE)Workshop 2:00~5:30; Dinner 7:00~9:30
New York - June 4Workshop 2:00~5:30; Dinner 7:00~9:30MXM Meredith805 Third Avenue, 22nd FloorNew York, NY 10022
Chicago - June 17Workshop 2:00~5:30; Dinner 7:00~9:30
RegisterToday and
tell you colleague
s
Exclusive Wine Tasting & Networking With Master Sommelier Ron Edwards
When: June 18, 7:00~9:00
Where: Chicago
To request an invitation email us at [email protected].
INVITATION ONLY EVENT!
Give to Get
Contribute & Get Invovled Today
Professional Qualification in Mobile Marketing
When: July 15~16, 2014
Where: The IDM, Teddington, London
We’re scheduling courses in the U.S. Email us to tell us which cities you’d like us to come to: [email protected]
http://www.theidm.com/qualifications/mobile-marketing/
Get Qualified in Mobile Marketing
Thank you!