Technical SEO for a Mobile First World

https://www.kaizen.vi @kaizen_agency https://www.kaizen.vi @kaizen_agency

Technical SEO for a

Mobile-First World

https://www.kaizen.vi @kaizen_agency

PETE CAMPBELL / KAIZEN •  Founder / Managing Director

•  Kaizen delivers Content-Led Visibility for Brands

•  2 Award Wins & 5 Shortlists in 2016/17

•  9+ Years in Agency & In-House Roles

•  Built first website at 11, went grey at 29


Download the Slides https://kaizen.vi/mobile-first-seo/

[email protected] @petecampbell


The web as we know it is in decline


However, the Internet is 3.5B users and growing


BECAUSE INTERNET CONSUMPTION HAS COMPLETELY CHANGED


Mobile internet usage overtook desktop in 2015


Mobile users prefer Apps over Browsers


Because Apps provide a better UX


27%

23% 21%

14%

2% Facebook Video

Direct Web/App

Snapchat

YouTube

Facebook Referral

Facebook Image

Other Platforms

Organic SEO

Only 23% of Buzzfeed’s sessions are on their website


“We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015


Google is radically adapting for a mobile-first world


Which is resulting in less organic clicks for websites


App Indexing is an example of this in action

OPENS PAGE IN THE APP

‘Install App’ Button Fallback


That’s just the start, to succeed in mobile-first SEO you need to focus on

Voice Search App Indexing & Deep Linking

Site Speed Google AMP


Voice Search


EXPECTATION


EXPECTATION REALITY


Credit: https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html

https://www.kaizen.vi @kaizen_agency Credit: https://research.hubspot.com/reports/artificial-intelligence-and-you


OPPORTUNITY


NARROW AI


PERSONAL ASSISTANTS


Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users

AMAZON’S BEST SELLING PRODUCT IN 2016

5M+ ECHO DEVICES SOLD SINCE LAUNCH

61%

92% 95%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Siri OK Google Alexa

Use

r S

ati

sfa

cti

on

by D

evic

e

Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users


User Provides Query

Voice API Converts to Text

AI Performs

Query

Search Results

THE PROBLEM WITH VOICE SEARCH TODAY


X X User

Types Query

Search Results

User Provides Query


AI Performs

Query

Search Results

IS THAT IT'S NOT MUCH DIFFERENT FROM TYPING


X X User

Types Query

Search Results

User Provides Query


AI Performs

Query

Search Results

User Provides

Command

AI Request to 3rd

Party API

Action & Response

X

VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE

“Order a Pizza” Brands API #diet

https://www.kaizen.vi @kaizen_agency Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users

HOW OWNERS ARE USING ECHO

Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users

https://www.kaizen.vi @kaizen_agency OK GOOGLE, WHAT’S NEXT?


“The destiny of [Google] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013


“You could ask it a question and it would tell you exactly the right answer, it would tell you things you need to know before you could ask it.” Amit Singhal – Google SVP Search, 2013


DEEP AI / MACHINE LEARNING


GOOGLE DEEPMIND


GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING


GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING

4 HOURS OF TRAINING TO LEARN THE ‘TRICK’


IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1


OPTIMISING FOR NARROW AI


OPPORTUNITY


ANSWERS ACTIONS


ANSWERS


USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT


CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION

https://www.kaizen.vi @kaizen_agency Credit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets

STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS

APPEAR IN YOUR NICHE


PROFIT?


App Indexing & Deep Linking


ACTIONS


WEB

SEARCH

APP

VOICE AI

You’re going to need an API


App Indexing & Deep Linking in iOS / Android

OPENS PAGE IN THE APP

‘Install App’ Button Fallback


Instant Apps will take things even further

Access Apps from Anywhere

Run Android Apps without Installation


One URL to rule them all

ONE URL – SAME CONTENT

MOBILE APP DESKTOP


1.  Add Support for HTTP URLs

2.  Use App Indexing API or SDK (iOS)

3.  Test in Android Studio or Safari

4.  Register in Google Search Console

5.  Monitor via Search Analytics Report

https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf

How to implement App Indexing


SMARTPHONE AI VOICE ACTIONS


“SEARCH FOR [KEYWORD] ON [APP NAME]”

Intent Action Context

Google-Approved API Commands Only

Credit: https://developers.google.com/voice-actions/system/

https://www.kaizen.vi @kaizen_agency Credit: http://apple.co/1YilYuO

•  VoIP calling / messaging •  Payments •  Photo •  Workouts •  Ride Booking •  CarPlay •  Restaurant Reservations https://developer.apple.com/sirikit/


SMARTDEVICE AI VOICE ACTIONS


HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide

Built with AWS Lambda or Web Service


MANAGE YOUR ENERGY ACCOUNT


OR JUST.. ORDER A PIZZA


VOICE ACTIONS

VOICE SEARCH

FOCUS ON

NOT


Site Speed

@petecampbell https://www.kaizensearch.co.uk

47% OF CONSUMERS EXPECT WEB PAGES TO LOAD IN 2 SECONDS

Credit: https://blog.kissmetrics.com/loading-time/


THE AVERAGE RETAIL SITE LOADS IN 10 SECONDS

Credit: Strangeloop Study of Top 2,000 Alexa Rankings for US


SLOW LOADING WEBSITES COST RETAILERS €1.95BN IN LOST SALES PER YEAR

Credit: https://blog.kissmetrics.com/loading-time/


PAGES THAT ARE 1 SECOND FASTER EXPERIENCE 27% INCREASE IN CONVERSION RATE

Credit: h"ps://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/


HOW FAST ARE THE TOP 700 ECOMMERCE SITES IN THE UK?


Top 10 Recurring PageSpeed Insight Issues Recommendation Occurrences (Out of 697 Sites) % Sites Not Optimising

Leverage Browser Caching 665 95%

Optimize Images 651 93%

Minimize Render Blocking Resources 637 91%

Minify JavaScript 427 61%

Enable Gzip Compression 374 54%

Minify HTML 371 53%

Minify Css 242 35%

Main Resource Server Response Time 241 35%

Prioritize Visible Content 177 25%

Avoid Landing Page Redirects 47 7%


54/100 59/100

8.5% SLOWER

DESKTOP MOBILE

AVERAGE SCORES


RETAILERS HOMEPAGES ARE 24% LARGER (3.1MB) THAN THE AVERAGE WEB PAGE (2.4MB)

Credit: HTTPArchive April 2017

https://www.kaizen.vi @kaizen_agency Credit: Kaizen May 2016

Google PageSpeed Module https://developers.google.com/speed/pagespeed/module/

Combine & Minify CSS/JS

Optimise Images

Extend Browser Cache

Install Google’s FREE PageSpeed Module


Exciting new developments in speed tech

HTTP/2 AMP PROJECT INSTANT APPS


14.5% OF RETAILERS USE HTTP/2 HIGHER THAN THE WEB AVERAGE (13.5%)

14.5% ADOPTION


Why you need to switch to HTTP/2

LATEST VERSION

OF HTTP PROTOCOL

DECREASED LOAD TIME BY 52% FOR CLOUDFLARE CUSTOMERS

UTILISED BY 13.5% OF THE WEB


How to implement HTTP/2

Check % of Visits via HTTP/2 Browsers Google Analytics > Audience > Technology > Browser & OS report.

Check Your Server’s Operating System Use BuiltWith to identify Apache 2.4..17+ or NGINX 1.9.5 OS

Do You Have an SSL Certificate? Most browsers will ignore HTTP/2 requests on non-secure sites

Read Our In-Depth Guide: http://www.stateofdigital.com/every-brand-needs-migrate-http2/


Google AMP


Accelerated Mobile Pages Project (AMP)

•  Mobile Optimised Content

•  Pre-Fetched by Google

•  Loads Instantly

•  Used on 600m Pages across

700k Domains

https://www.ampproject.org/


Articles & News Content

Recipe Cards

Credit: Kaizen May 2016

eCommerce Products

Property Listings

AMP support has expanded


EBAY IS NOW SERVING 8 MILLION URLS IN AMP


NORMAL


AMP VERSION


NORMAL

AMP VERSION

71% FASTER


https://wordpress.org/plugins/glue-for-yoast-seo-amp/

https://wordpress.org/plugins/amp/

How to implement Google AMP


https://www.ampproject.org/docs/get_started/create_page.html

How to implement Google AMP


HoW FAST ARE THE TOP 700 ECOMMERCE SITES IN THE UK? READ THE FULL STUDY

KAIZENSEARCH.CO.UK/SITE-SPEED/


Good work, you’re ready for mobile-first SEO

Voice Search App Indexing & Deep Linking

Site Speed Google AMP


WEB

SEARCH

APP

VOICE AI

The future of technical SEO is open data


Thank You! Grab the Slides:

https://kaizen.vi/mobile-first-seo/ [email protected] @petecampbell

Technical SEO for a Mobile First World

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Transcript of Technical SEO for a Mobile First World