Winning in a Mobile Search World #LearnInbound
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Transcript of Winning in a Mobile Search World #LearnInbound
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#winningmobile at #learninbound by @aleyda from @orainti
Winning in a Mobile Search World
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
Since a few years ago, in a galaxy not so far away….
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
Smartphones have become our primary digital device
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
We might be a bit addicted
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#winningmobile at #learninbound by @aleyda from @orainti
With a few exceptions
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#winningmobile at #learninbound by @aleyda from @orainti
Mobile phones are a primal need now
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#winningmobile at #learninbound by @aleyda from @orainti
Like, very very primal
Would you be willing to give up your Mobile phone?
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#winningmobile at #learninbound by @aleyda from @orainti
For good & bad, our behaviour has largely changed with them
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#winningmobile at #learninbound by @aleyda from @orainti
Since 2014 Smartphones have driven the growth of digital time spent
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#winningmobile at #learninbound by @aleyda from @orainti
20% of ecommerce transactions are performed from Mobile devices
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#winningmobile at #learninbound by @aleyda from @oraintihttp://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
Search is also mostly mobile driven now
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#winningmobile at #learninbound by @aleyda from @orainti
As a consequence, Google is moving towards a Mobile First Index
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
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#winningmobile at #learninbound by @aleyda from @orainti
Ranking signals will come from yourmobile Website, not Desktop one
http://searchengineland.com/faq-google-mobile-first-index-262751
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#winningmobile at #learninbound by @aleyda from @orainti
It’s already being tested, and likely to happen next year
http://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074
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#winningmobile at #learninbound by @aleyda from @orainti
At some point Google will switch to a Mobile-Only Index
http://searchengineland.com/faq-google-mobile-first-index-262751
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#winningmobile at #learninbound by @aleyda from @orainti
Sadly, many mobile sites are not ready… because they’re not really optimised
AERLINGUS PROPERTY.IE
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#winningmobile at #learninbound by @aleyda from @orainti
Which makes people to leave
https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html
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#winningmobile at #learninbound by @aleyda from @orainti
Negatively influencing mobile conversions
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016
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#winningmobile at #learninbound by @aleyda from @orainti
Causing a non-trivial mobile-desktop conversion gap
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#winningmobile at #learninbound by @aleyda from @orainti
It’s time to learn some Jedi Mobile SEO Skills
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
I’m Aleyda Solis
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#winningmobile at #learninbound by @aleyda from @orainti
I help companies to connect with them
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
Some of them brands you likely know
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
Today, I’ll help you too
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
A correctly configured and accessible Mobile Website you must have
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti#winningmobile at #searchstarsSE by @aleyda from @orainti
THAT WAS YODA ACCENT, DON’T BLAME ME
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
Responsive Web Dynamic Serving Independent Mobile Web
There are 3 main Mobile Web Configurations
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#winningmobile at #learninbound by @aleyda from @orainti
Responsive Web Design, that uses CSSMedia Queries to reformat the same HTML
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#winningmobile at #learninbound by @aleyda from @orainti
Dynamic Serving, showing different HTMLs through the same URL based on user-agent
Desktop Mobile
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#winningmobile at #learninbound by @aleyda from @orainti
Independent Mobile Site, that serves different HTMLs through different URLs
Desktop Mobile
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#winningmobile at #learninbound by @aleyda from @orainti
Each of them have Pros & Cons
https://developers.google.com/search/mobile-sites/mobile-seo/
Responsive Web Dynamic Serving Independent Mobile Web
Same HTML for Mobile & Desktop = Less
personalisation & speed restrictions
Different HTML for Mobile & Desktop through the same URL = More difficult to correctly serve
and maintain
Different HTML for Mobile & Desktop through different URLs = More difficult to
configure, serve, crawl and maintain
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#winningmobile at #learninbound by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-seo/
But they are all recognised by Google
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#winningmobile at #learninbound by @aleyda from @orainti
As long as they comply with certain minimal configurations
https://developers.google.com/search/mobile-sites/mobile-seo/
Responsive Web
Don’t block images, css & js resources.
Include the Vary: User-Agent HTTP header
Identify & serve the relevant Web version to the right user agent
Implement Rel alternate & canonical Tags between mobile & desktop URLs.
Implement 301-redirects between mobile &
desktop to refer the user agent to the relevant Web version
Dynamic Serving Independent Mobile Web
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#winningmobile at #learninbound by @aleyda from @orainti
Google’s requirements won’t likely change with the Mobile First Index too
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#winningmobile at #learninbound by @aleyda from @oraintihttps://www.seroundtable.com/google-mobile-migration-24024.html
But if you’re looking to move from an independent to a responsive site, do it now
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#winningmobile at #learninbound by @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
It’s then critical to verify if your site pages pass the Google Mobile validation
MOBILE WEB CONFIGURATION ISSUE
MOBILE WEB AVAILABILITY
ISSUE
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#winningmobile at #learninbound by @aleyda from @oraintiGoogle Analytics
Use Analytics to identify the top mobile devices already being used by your visitors
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#winningmobile at #learninbound by @aleyda from @oraintibit.ly/chromedevicemode
Emulate them using Chrome to check how your most important pages are shown
RIGHT CLICK + INSPECT
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#winningmobile at #learninbound by @aleyda from @oraintiGoogle Search Console
See if they trigger Mobile Usability errors in the Search Console
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#winningmobile at #learninbound by @aleyda from @oraintiSitebulb
You can also use SEO crawlers to verify all of your mobile Website URLs easily
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#winningmobile at #learninbound by @aleyda from @oraintiDeepcrawl
As well as checking the relevant mobile Web configuration for all your pages
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#winningmobile at #learninbound by @aleyda from @orainti
Your content must also be findable in your Mobile Website
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
>
It’s usual to find Mobile sites showing less content than the desktop versions
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#winningmobile at #learninbound by @aleyda from @oraintihttp://searchengineland.com/faq-google-mobile-first-index-262751
But with a Mobile First index you should bring all your content & structured data
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#winningmobile at #learninbound by @aleyda from @orainti
It’s ok to use expandable content by using CSS in this case
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#winningmobile at #learninbound by @aleyda from @oraintihttps://www.seroundtable.com/google-prepare-for-mobile-first-index-24052.html
But critical to make sure your mobile Web content is accessible and indexable
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#winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
This is why bigger intrusive Mobile app pop-ups & interstitials are penalised
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#winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Start by not doing this
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#winningmobile at #learninbound by @aleyda from @oraintihttps://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/
Or this might happen :(
GOOGLE POP-UP UPDATE RELEASE
BYE MOBILEVISBILITY
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#winningmobile at #learninbound by @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
To refer to apps, is better to use app banners instead
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#winningmobile at #learninbound by @aleyda from @oraintiScreaming Frog
Emulate the Googlebot for Smartphones and crawl your site w/ JS rendering
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#winningmobile at #learninbound by @aleyda from @orainti
Verify if the mobile crawler sees the same than the desktop and the user
WHY IS THE MOBILE SUBDOMAIN BLOCKED?
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#winningmobile at #learninbound by @aleyda from @orainti
Are there errors, non-relevant redirects, blocked or no-indexed URLs
WHY ARE THESE RESOURCES RETURNING ERRORS?
HOW IS THE MOBILE CONTENT
RENDERED?
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#winningmobile at #learninbound by @aleyda from @orainti
Do the same with every content element, from titles to main text
ARE THE TITLES SPECIFICALLY RELEVANT TO EVERY PAGE?
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#winningmobile at #learninbound by @aleyda from @orainti
Do a parity mobile-desktop SEO audit to compare the crawler behaviour
https://moz.com/blog/mobile-parity-audits
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#winningmobile at #learninbound by @aleyda from @orainti
Your Mobile Website faaaaaast should be
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @oraintihttps://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-page-speed-load-time/
Your site speed is critical to your Mobile users experience & conversions
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#winningmobile at #learninbound by @aleyda from @orainti
As well as their well-being
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#winningmobile at #learninbound by @aleyda from @orainti
Your users have a minimum expectation of 2 seconds
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#winningmobile at #learninbound by @aleyda from @orainti
The average is shockingly higher though
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
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#winningmobile at #learninbound by @aleyda from @orainti
And consequences are devastating
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#winningmobile at #learninbound by @aleyda from @oraintihttp://www.thesempost.com/google-mobile-first-index-page-speed-ranking/
Mobile speed is only getting more important with Google’s mobile first index too
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#winningmobile at #learninbound by @aleyda from @orainti
How long does the The Independent mobile home page takes to load?
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
7 Seconds
https://testmysite.thinkwithgoogle.com/
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#winningmobile at #learninbound by @aleyda from @orainti
… what about the Argos Ireland home page?
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
10 Seconds
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#winningmobile at #learninbound by @aleyda from @orainti
… and the lottery.ie home page?
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
18 Seconds
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#winningmobile at #learninbound by @aleyda from @orainti
Sigh. What about your own site?
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti
Use Analytics to see which of your most important mobile pages take longer to load
Google Analytics
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#winningmobile at #learninbound by @aleyda from @orainti
Complement this data with the one of your own Mobile crawls
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#winningmobile at #learninbound by @aleyda from @orainti
With Sitebulb you will get the pages and resources affected, along recommendations
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#winningmobile at #learninbound by @aleyda from @orainti
Verify this for your top pages with the Chrome Lighthouse integration
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#winningmobile at #learninbound by @aleyda from @orainti
Obtaining directly the resources that need to be optimised too
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#winningmobile at #learninbound by @aleyda from @orainti
The solution is to implement WPO principles to make your Mobile site to load fast
https://developers.google.com/speed/docs/insights/rules
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#winningmobile at #learninbound by @aleyda from @orainti
But big sites have restrictive legacy systems & small ones little resources to improve it
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#winningmobile at #learninbound by @aleyda from @orainti
That’s why Google launched AMP two years ago
http://searchengineland.com/amp-top-stories-now-live-243314
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#winningmobile at #learninbound by @aleyda from @orainti
It uses a “simplified” HTML version with optimised resources & cache to serve it faster
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#winningmobile at #learninbound by @aleyda from @orainti
AMP should be published “parallely” to your current (slower) Web pages
https://www.rte.ie/lifestyle/living/2017/1019/913657-plastic-surgery-in-ireland-who-is-doing-what-whats-wrong/
game-of-thrones-gendry-olympian-running-meme-2017-8https://www.rte.ie/amp/913657/
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#winningmobile at #learninbound by @aleyda from @orainti
It’s certainly much faster
https://www.rte.ie/lifestyle/living/2017/1019/913657-plastic-surgery-in-ireland-who-is-doing-what-whats-wrong/
game-of-thrones-gendry-olympian-running-meme-2017-8https://www.rte.ie/amp/913657/
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#winningmobile at #learninbound by @aleyda from @orainti
Although AMP usage is not a ranking factor (at least yet)
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#winningmobile at #learninbound by @aleyda from @orainti
And Google won’t index AMP in a Mobile First Index (unless is used as the canonical version)
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#winningmobile at #learninbound by @aleyda from @orainti
It has been made a requirement to be included in the News Carrousels
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#winningmobile at #learninbound by @aleyda from @orainti
As well as shown in organic results
AMP article rich resultsCan be free-standing in the
results page, or embedded in a carousel of similar result types. All AMP article rich
results are also rich results.
AMP non-rich results A basic, non-graphical
search result pointing to the AMP page.
![Page 85: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/85.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
All this has skyrocketed its visibility
https://www.rankranger.com/amp-on-google-serp
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#winningmobile at #learninbound by @aleyda from @orainti
As well as the extra traffic sites can get from using it
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
More Mobile organic visibility and traffic from
AMP than non-AMP results
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#winningmobile at #learninbound by @aleyda from @orainti
Which has incentivised its adoption, especially among big media oriented sites
Sistrix
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#winningmobile at #learninbound by @aleyda from @orainti
However, AMP is not a replacement of your Mobile site
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#winningmobile at #learninbound by @aleyda from @orainti
Even Google representatives agree that is not a “bullet-proof” solution for all sites
“It wouldn’t be reasonable for us to expect that a group of limited functionalities replace all what you can do at the moment in the mobile environment…AMP its meant to serve in certain use cases”
https://www.youtube.com/watch?v=wtOjUwGnrVY
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#winningmobile at #learninbound by @aleyda from @orainti#winningmobile at #learninbound by @aleyda from @orainti
AMP is a fast “add-on” to your existing (but slow) mobile Web, don’t use it as a silver bullet solution or a replacement to your mobile site but as a resource
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#winningmobile at #learninbound by @aleyda from @orainti
Avoid this type of experience
![Page 92: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/92.jpg)
#winningmobile at #learninbound by @aleyda from @orainti#winningmobile at #learninbound by @aleyda from @orainti
So for those of you who can’t improve your own mobile speed or
are media sites that could profit from the extra visibility, here’s how
to make the most out of AMP…
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#winningmobile at #learninbound by @aleyda from @orainti
Before starting with AMP, verify that your mobile Web functionality can be replicated by using it
https://www.ampproject.org/docs/reference
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#winningmobile at #learninbound by @aleyda from @orainti
Check with your development team if you have the capacity and flexibility to use it
https://ampbyexample.com/
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#winningmobile at #learninbound by @aleyda from @orainti
The goal is to keep the UI and functionality consistent with your AMP version
ORIGINAL MOBILE PAGE AMP URL VERSION
=
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#winningmobile at #learninbound by @aleyda from @orainti
Avoiding this
<>
ORIGINAL MOBILE PAGE AMP URL VERSION
![Page 97: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/97.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
There are also free Wordpress plugins that highly facilitate the implementation
![Page 98: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/98.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
You can also use freemium and paid WP plugins like AMP for WP and weeblrAMP
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#winningmobile at #learninbound by @aleyda from @orainti
They will allow you to personalise more, but you’ll likely need further development support
![Page 100: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/100.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
They’re not an “out of the box” solution and will still need design personalisation
ORIGINAL MOBILE PAGE AMP URL VERSION
![Page 101: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/101.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
There’s also an inconsistent mobile user experience when accessing to AMP pages from SERPs
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#winningmobile at #learninbound by @aleyda from @orainti
Which ends-up causing users to link and share the non-canonical Google AMP Viewer URLs
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#winningmobile at #learninbound by @aleyda from @orainti
Start avoiding these by making sure to only link internally to your canonical URLs from AMP
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#winningmobile at #learninbound by @aleyda from @orainti
Remember to also redirect based on the user agent to not show non-mobile visitors your AMP URLs
DON’T DO THIS DO THIS
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#winningmobile at #learninbound by @aleyda from @orainti
Avoid AMP implementation errors, suffered by +70% of top publishers using it
https://www.semrush.com/blog/amp-mistakes-semrush-study/
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#winningmobile at #learninbound by @aleyda from @orainti
Most common AMP mistakes are related to usage of disallowed and non-supported attributes & tags
![Page 107: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/107.jpg)
#winningmobile at #learninbound by @aleyda from @oraintihttps://sitebulb.com/
Crawl all of your site pages to validate AMP implementation issues before and after launching
![Page 108: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/108.jpg)
#winningmobile at #learninbound by @aleyda from @oraintideepcrawl.com
SEO crawlers like Sitebulb, Deepcrawl & SEMrushalready include AMP configuration problems
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#winningmobile at #learninbound by @aleyda from @orainti
You’ll be able to obtain and fix quickly those that would generate critical issues in the Search Console
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#winningmobile at #learninbound by @aleyda from @orainti
Once you launch though, monitor the potential still existing errors over time
SIGH
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#winningmobile at #learninbound by @aleyda from @orainti
Prioritise to fix critical issues first, which will be the ones preventing to be shown in SERPs
THIS
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#winningmobile at #learninbound by @aleyda from @orainti
Focus on identifying how the non-supported code is included to establish a pattern and remove it
https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc
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#winningmobile at #learninbound by @aleyda from @orainti
Follow-up also with your AMP Queries & pages attracting visibility via the Google Search Console
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#winningmobile at #learninbound by @aleyda from @orainti
Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords
![Page 115: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/115.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
You can also spot AMP opportunities vs. your competitors with SEMrush rank tracking
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#winningmobile at #learninbound by @aleyda from @orainti
As well as verify the queries for which AMP results are shown to prioritise your content
sistrix.com
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#winningmobile at #learninbound by @aleyda from @orainti
These are the highlights to maximise your results when implementing AMP
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
There’s more though! Here’s a complete presentation about it
https://www.slideshare.net/aleydasolis/amp-do-or-die-smxeast-81162535
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#winningmobile at #learninbound by @aleyda from @orainti
But time is (sadly) almost up!
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
There are more Mobile First questions to address to maximise your visibility
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-brightonseo
What’s your Mobile
Audience Search
Behavior?
What’s your site Mobile
Search Visibility &
Traffic Performance
?
What’s your competition Mobile Web
Search Visibility?
Does your site have a
Mobile Web Version?
How Mobile Search Crawlers access to your
site?
What’s your Site Mobile
speed?
Is your Mobile Web Content
effectively Rendered?
Is AMP effectively
Implemented?
How do your ranked pages look in Mobile
SERPs?
What’s the AMP impact on mobile visibility &
traffic?
What’s your Mobile
Visibility impact on
Conversions?
![Page 121: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/121.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
Here’s how to answer them
#mobilefirstseo at #TuringFest by @aleyda from @oraintihttps://moz.com/blog/mobile-seo-stack-tools
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#winningmobile at #learninbound by @aleyda from @orainti
To obtain this mobile search visibility increase
![Page 123: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/123.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
these mobile search conversions
![Page 124: Winning in a Mobile Search World #LearnInbound](https://reader031.fdocuments.us/reader031/viewer/2022011722/5a64abd77f8b9a31568b6071/html5/thumbnails/124.jpg)
#winningmobile at #learninbound by @aleyda from @orainti
And this growth trend
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#winningmobile at #learninbound by @aleyda from @orainti
Now is your turn
#winningmobile at #learninbound by @aleyda from @orainti
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#winningmobile at #learninbound by @aleyda from @orainti
Go raibh maith agat
#winningmobile at #learninbound by @aleyda from @orainti