SEO Strategy in a Multi-Device World at #FoM14

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI

SEO STRATEGY IN A MULTI-DEVICE WORLD

HELLO #FoM14


SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT



WE LIVE IN A MULTI-DEVICE WORLD


WITH STILL A LOT OF GROWTH POTENTIAL

DRIVEN BY CROSS-PLATFORM & MULTI-CHANNEL CONVERSIONS



WHERE MOBILE SEARCH IS BOOMING


MAXIMAL SEARCH RESULTS VISIBILITY DOESN’T LOOK LIKE THIS ANYMORE


IT NOW LOOKS LIKE THIS


& MOBILE ORGANIC SEARCH RANKINGS ARE AS IMPORTANT TOWARDS CTR & TRAFFIC

http://www.advancedwebranking.com/ctrstudy/



GOOGLE HAS REACTED WITH MOBILE GUIDELINES, TOOLS & RANKING FACTORS


BUT MOST WEBSITES ARE NOT MOBILE OPTIMIZED YET

http://marketingland.com/most-of-fortune-100-doesnt-live-up-to-googles-mobile-best-practices-even-google-61166



RAISE YOUR HAND IF YOU’RE TAKING MOBILE INTO CONSIDERATION IN YOUR SEO STRATEGY


THIS IS YOUR OPPORTUNITY


CONNECT WITH YOUR MOBILE SEARCH AUDIENCE BY MOBILIZING YOUR SEO STRATEGY


SEGMENTING, ANALYZING & ESTABLISHING THE DIFFERENT SEO CRITERIA PER DEVICE TYPE

YOUR COMPETITORS

SEARCH & OPTIMIZATION

STATUS

YOUR SEO STRATEGY,

GOAL & KPIS

YOUR ORGANIC SEARCH, WEB

OPTIMIZATION STATUS, RESOURCES,

TIME & BUDGET

YOUR AUDIENCE SEARCH

BEHAVIOR & POTENTIAL


YOUR COMPETITORS

SEARCH & OPTIMIZATION

STATUS

YOUR SEO STRATEGY,

GOAL & KPIS

YOUR ORGANIC SEARCH, WEB

OPTIMIZATION STATUS, RESOURCES,

TIME & BUDGET

PER DEVICE TYPE

LET’S SEE HOW!

PER DEVICE TYPE

PER DEVICE TYPE

YOUR AUDIENCE SEARCH

BEHAVIOR & POTENTIAL

PER DEVICE TYPE

#SEOSTRATEGY AT #FoM14 BY @ALEYDA FROM @ORAINTI1

IDENTIFY YOUR CURRENT ORGANIC TRAFFIC STATUS PER DEVICE TYPE


YOUR OVERALL & ORGANIC SEARCH TRAFFIC BY DEVICE TYPE WITH GOOGLE ANALYTICS SEGMENTS

VOLUME, TREND OVER

TIME, SEASONALITY


YOUR MOBILE VISITORS MOST USED DEVICES & THEIR RELATED CONTENT & CONVERSIONS


YOUR MOST VISITED CONTENT, FAVORITE PRODUCTS & CONVERSIONS PER DEVICE TYPE


ASSESS YOUR AUDIENCE ORGANIC SEARCH BEHAVIOR PER DEVICE TYPE


YOUR CURRENT TOP QUERIES & PAGES IN SEARCH RESULTS BY DEVICE TYPE WITH WEBMASTER TOOLS

VOLUME, IMPRESSIONS, CLICKS, CTR,

POSITION


BREAKDOWN BY DEVICE WHEN DOING YOUR KEYWORD RESEARCH IN KEYWORD PLANNER

SEARCH VOLUME & KEYWORD USAGE PER

DEVICE


ANALYZE YOUR CURRENT MULTI-DEVICE OPTIMIZATION STATUS


DO YOU ALREADY HAVE A MOBILE SITE?


RESPONSIVE WEB DESIGN

BEST TO DELIVER SAME CONTENT TO

ALL USERS


DYNAMIC SERVING

BEST TO PERSONALIZE

CONTENT BASED ON DEVICE


PARALLEL MOBILE SITE

ALTERNATIVE TO PERSONALIZE CONTENT BASED

ON DEVICE


CHECK YOUR SITE USING MOBILE EMULATORS

http://www.mobilephoneemulator.com/



IDENTIFY THE BEST FOR YOU BASED ON YOUR CHARACTERISTICS TO DEVELOP IT


CHECK YOUR MOBILE USABILITY ISSUES BY USING GOOGLE WEBMASTER TOOLS


YOUR SEARCH CRAWLING ISSUES PER DEVICE WITH WEBMASTER TOOLS & SEO CRAWLERS


YOUR SPEED ISSUES PER DEVICE FOR YOUR MOST VISITED & CRITICAL PAGES USING PAGESPEED INSIGHTS


YOUR MULTI-DEVICE CONTENT OPTIMIZATION


OUCH!


REMEMBER ABOUT YOUR SEO FUNDAMENTALS?

TITLE

GOOD POOR

META DESCRIPTION

URL

FAIR

Begin with targeted term ~ 55 characters for desktop & ~ 60 for mobile

Descriptive and attractive Expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobile

Short & descriptive

Targeted terms in url


CHECK IF YOU USE STRUCTURED DATA TO MAXIMIZE YOUR MULTI-DEVICE VISIBILITY


ALONG WITH GOOGLE+ FOR LOCAL BUSINESSES IN CASE YOU ARE ONE


ARE YOU CROSS-PROMOTING YOUR MULTI-PLATFORM PRESENCE?

DO YOU HAVE A WEB

LANDING PAGE FOR YOUR

APP?

DO YOU PROMOTE

YOUR APP FROM YOUR MOBILE

SITE?


AND INDEXING YOUR MOBILE APP IN GOOGLE?

https://developers.google.com/app-indexing/

https://developers.google.com/app-indexing/


CHECK YOUR COMPETITORS MULTI-DEVICE OPTIMIZATION & RANKING STATUS


IDENTIFY YOUR MOBILE SEARCH RANKINGS VS. YOUR COMPETITORS WITH SEMRUSH


COMPARE YOUR MOBILE RANKED PAGES VS. THE ONES OF YOUR COMPETITORS

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/


YOU NOW KNOW YOUR KEY SEO FACTORS TO ESTABLISH A STRATEGY SEGMENTED BY DEVICE TYPE


CONTENT TO DEVELOP, OPTIMIZE & PROMOTE

SEO KPIS & GOALS PER

DEVICE

TARGETED TERMS TO IMPROVE VISIBILITY

WEB & APP AREAS TO OPTIMIZE

YOU CAN SET YOUR MULTI-DEVICE SEO STRATEGY & GOALS


IT’S TIME TO CONNECT WITH YOUR MULTI-DEVICE ORGANIC SEARCH AUDIENCE


THANK YOU #FOM14! DO YOU HAVE QUESTIONS?

SEO Strategy in a Multi-Device World at #FoM14

Internet

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