Download - MozCon - Mobilegeddon
@suzzicks
@suzzicks
How to be a Mobile SEOSuper Heroin a Post 4/21 World
@suzzicks
@suzzicksOMG - What is Going On?
@suzzicks We Need a Hero!
@suzzicks
Surveying the Mobile
Landscape
@suzzicks
What is the Threat?
@suzzicks
Google’s Goal
@suzzicks
Types of Mobile Sites
mDot Responsive Design Selective Serving Single Page App
Rel=“Alternate”
Rel=“Canonical”
@suzzicks
Desktop Is the Default Canonical
Responsive/Dynamic Serving App Deep LinkingmDot Site
CANONICAL TO DESKTOP
@suzzicks
Honor the Integrity of the Canonical
Internal Links
Self-Referencing Canonicals
XML Sitemap301 Redirects
Server Rules
@suzzicks
Settings that Impact Mobile Search
Chrome vs.Google Now
Location& Privacy
Androidvs. iOS
LoggedIn or Out
@suzzicks
Standard vs. Basic Search Results
Standard Search Results Basic Search Results
@suzzicks
Fundamental 4/21 Changes
Desktop Crawl is for Content & Desktop Rendering is Canonical
• For mDot Sites
• For Responsive Design & Selective 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?
@suzzicks
Why CSS & JavaScript?
@suzzicks
Why CSS & JavaScript?
@suzzicks
Why CSS & JavaScript?
@suzzicks
Testing for “Mobile-Friendly”ness
@suzzicks
Mobile-Friendly Test
@suzzicks
Webmaster Console Fetch & Render
@suzzicks
Webmaster Console Mobile-Friendliness
GET IMAGE
@suzzicks
Mobile UX Signals
Font Size & Tap Target Size
View Port Flash & Errors
@suzzicks
Improving Page Speed with Images
Sprites File Size ResponsiveImages.org
Image Server
Quality: 85%
Width: 300px
Quality: 70%
Width: 150px
Quality: 326 PPI
Width: 200px
@suzzicks
ResponsiveImages.org
• HTML5 for:
• Crop
• Scale
• Art Director
@suzzicks
Other Recent Changes to the SERPFe
atur
ed
Answers
Aggregations
Interactions
Easy
to
See
Packs
Cards
Carousels
Expansion Information
Sem
anti
c Natural Language
Compound Search
Entity Understanding
@suzzicks
Hero's Need a Deeper Understanding of
‘Intent’
@suzzicks
IntentDesktop Intent
@suzzicks
IntentMobile Intent
@suzzicks
Device – Intent Matters!
It’s a Ranking Factor.
@suzzicks
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.Function Search
13.Search Device
14.Social Interaction
@suzzicks
Answers aka Featured Rich Snippets
@suzzicks
Answers aka Featured Rich Snippits
@suzzicks
Answer Doubles
“Lois Lane is a fictional character appearing in comic books published by DC Comics. Created by writer Jerry Siegel and artist Joe Shuster, the character first appeared in Action Comics #1 (June 1938). Lois Lane is an award-winning journalist and the primary love interest of Superman.”
@suzzicks
Variable Description Length(Page Scrape - Not Meta Description)
135
306
134
135
340
@suzzicks
More Interaction from the SERP
@suzzicks
More Interaction from the SERP
@suzzicks
Identity Queries & Card Results
@suzzicks
Compound Search Queries
Same QueryQuery + ClickQuery
@suzzicks
Implied Keywords
“How tall is it?”
@suzzicks
Schema.org on Mobile
RestaurantTV ShowRecipe
@suzzicks
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
@suzzicks
Crumb Trail Url Formatting
Yankee Candle > mobile
Bath & Body Works > family
Anthropologie > candles > home-candle
Search for:“Scented Candle”
@suzzicks
Making Apps Your Ally
@suzzicks
5 Types of App Results
App Pack App Single App Carousel Deep LinksIcon Deep Links
@suzzicks
Android&
iOS Intent
@suzzicks
Understanding App Packs
@suzzicks
Android Deep Linking User Experience
Google’s Deep Linking case studies: https://developers.google.com/app-indexing/case-studies
@suzzicks
Google Require Website Parity to Rank Deep Links
“Google will be considering "high quality" apps to be a positive ranking factor in mobile search.”-Mariya Moeva (Google Webmaster Trends Analyst, SMX West 2015)
WebApp
@suzzicks
Deep Links Without Website Parity
Social Media Spotlight Search API Email & Paid Ads
@suzzicks
Maintaining Super Hero
Status
@suzzicks
Leveraging Google+ for Local
-Name-Address-Phone
@suzzicks
Marking Up Email & Contacts
“Mobile email opens have grown by 180% in 3 years.”
@suzzicks
PPC Results Taking Up More Room on Mobile
• click-to-call
• star ratings
• app icons
• links for directions
• ad extensions
• These could be more of a threat to SEO moving forward
@suzzicks
TV & Media Sponsored Results
(No InstallationNecessary)
@suzzicks
Sponsored App Results
@suzzicks
Shopping Sponsored Results
@suzzicks
Travel Sponsored Results
@suzzicks
Predictive Search – Google Now
@suzzicks
Predictive Search – Google Now
@suzzicks
Predictive Search – Google Now
@suzzicks
The End
@suzzicks
Thanks!
Cindy Krum
Call: 720-231-7277
Twitter: @Suzzicks
@suzzicks
