SearchLove San Diego 2015 | Cindy Krum, 'Mobile-First SEO and How to Prepare for the Next...
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@suzzicks MobileFirst SEO: How to Prepare for the Next Mobilegeddon
Transcript of SearchLove San Diego 2015 | Cindy Krum, 'Mobile-First SEO and How to Prepare for the Next...
@suzzicks
Mobile-‐First SEO: How to Prepare for the Next Mobilegeddon
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April April 20
21
@suzzicks OMG - What is Going On?
@suzzicks We Need a Hero!
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Thinking About SEO as Mobile-‐
First
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What is the Threat?
More Types
of Mobile Devices
Web Results Being De-Emphasized
Mobile Traffic is… Still Growing
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Google’s Goal
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Types of Mobile Sites
mDot Responsive Design
Selective Serving
Single Page App
Rel=“Alternate” Rel=“Canonical”
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Desktop Is the Default Canonical
Responsive/Dynamic Serving
App Deep Linking
mDot 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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SeKngs that Impact Mobile Search
Chrome vs. Google Now
Location & Privacy
Android vs. iOS
Logged In or Out
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Standard vs. Basic Search Results
Standard Search Results Basic Search Results
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Fundamental 4/21 Changes
Desktop Crawl is for Content & Desktop Rendering is Canonical
• For mDot Sites • For Responsive Design &
Selec<ve 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
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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TesVng for “Mobile-‐Friendly”ness
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Mobile-‐Friendly Test
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Mobile-‐Friendly IntersVVals
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 IntersVVals: • 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 J
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Mobile UX Signals
Font 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 Analy<cs Page Speed Report • WebPageTest.org
• YSLOW-‐ Plugin • URIValet.com
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Improving Page Speed with Images
Sprites File Size
Responsive Images.org
Image Server
Quality: 85% Width: 300px Quality: 70% Width: 150px
Quality: 326 PPI Width: 200px
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ResponsiveImages.org
• HTML5 for: • Crop
• Scale
• Art Director
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Other Recent Changes to the SERP Fe
atur
ed Answers
Aggregations Interactions Paid Results Private Results
Easy
to S
ee Packs
Cards Carousels Expansion Information Se
man
tic Natural
Language Compound Search Entity Understanding
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Mobile-‐First SEO is Focuses on User ‘Intent’
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Intent
Desktop Intent
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Intent Mobile Intent
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Device Intent Ma^ers! It’s a Ranking Factor.
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What Might Indicate Mobile Intent?
1. Voice Search/Natural Language 2. Searches for Apps 3. Local/Map Search
4. News Search 5. Shopping Search 6. Video Search 7. Image Search
8. Find Phone Numbers
9. Music Download Search
10. Media Download Search
11. Fact Search 12. Func<on Search 13. Search Device 14. Social Interac<on
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Answers aka Featured Rich Snippets
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Answers aka Featured Rich Snippets
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Answer Doubles
“Lois Lane is a fic,onal character appearing in comic books published by DC Comics. Created by writer Jerry Siegel and ar,st Joe Shuster, the character first appeared in Ac,on Comics #1 (June 1938). Lois Lane is an award-‐winning journalist and the primary love interest of Superman.”
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Variable DescripVon Length (Page Scrape -‐ Not Meta DescripVon)
135
306
134
135
340
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More InteracVon from the SERP
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More InteracVon from the SERP
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IdenVty Queries & Card Results
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Compound Search Queries
Same Query
Query + Click Query
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Implied Keywords
“How tall is it?”
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Schema.org on Mobile
Restaurant TV Show Recipe
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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,+CO www.denver.org > denver-parks
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Crumb Trail Url FormaKng
Yankee Candle > mobile
Bath & Body Works > family
Anthropologie > candles > home-candle
Search for: “Scented Candle”
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Making Apps Your Ally
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5 Types of App Results
App Pack App Single
App Carousel Deep Links Icon Deep Links
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Android &
iOS Intent
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Understanding App Packs
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New Android App Packs
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Android Deep Linking User Experience
Google’s Deep Linking case studies: https://developers.google.com/app-indexing/case-studies
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“Google will be considering "high quality" apps to be a posi,ve ranking factor in mobile search.” -‐Mariya Moeva (Google Webmaster Trends Analyst, SMX West 2015)
Google Require Website Parity to Rank Deep Links
Web App
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Deep Links Without Website Parity
Social Media
Spotlight Search API
Email & Paid Ads
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Learn How to Deep Link – The Full Details
iOS 9/ AppleSearch Deep Linking Implementation Guide: http://searchengineland.com/app-indexing-new-frontier-seo-apple-search-ios-app-indexing-223880 Google Deep Linking Implementation Guide: http://searchengineland.com/app-indexing-new-frontier-seo-google-search-deep-linking-226517
Emily Grossman
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The End
