how to survive mobilegeddon
TRANSCRIPT
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How to Survive Mobilegeddon: A Guide to Mobile SEO
Meghan Furey@meg_furey
Anthony Caccavale@VTCaccavale
@KnucklepuckDC
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...and Rickrolling
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Now Let’s Talk Mobile
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Why is Mobile SEO Essential?More Google searches take place on mobile devices than on computers in
10 countries including the US and Japan. (but we all knew this...right?)
34% of online purchases happen on mobile device
This year, according to PayPal, ⅓ of Thanksgiving & Black Friday sales came
from mobile
In November 2016, Google began testing mobile-first index
Mobile page becomes primary determinant for ranking
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How Much Effort Should You Focus on Your Mobile SEO?
It depends…
Is mobile crucial to your business?
What is your percentage of traffic coming from mobile? Percentage of
conversions?
Has the percentage of mobile users increased?
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What Type of Mobile Site?
Responsive
Pros: One URL; Google <3; no redirects; no additional meta data
Cons: might have an issue with pagespeed; might have some coding issues
Dynamic serving
Pros: One URL; different content shown to user depending on device
Cons: Might be a little tricky from a technical standpoint (Vary: User-Agent)
Mobile content
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Pagespeed
If a site loads for more than 3 seconds a user will more than likely leave
Leverage tools at your disposal...
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Pagespeed Tools & Tips
Tools:
Become BFFLs with your dev team
Google Pagespeed Insights
WebPagetest
Google Analytics
Common Tips:
Compress Images
Prioritize visible content
Leverage caching
Minify CSS, JavaScript and HTML
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Accelerated Mobile Pages (AMP)
The new buzzword for SEO
Brand new mobile framework
Advantages
Fast
Great if you don’t have a Dev team
Appear in mobile search carousel
Disadvantages
Still in infancy
Analytics nightmare
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Interstitial Penalty
Google is trying to make mobile sites
more user friendly
Google will be “penalizing” mobile sites
using interstitials
>25% of of page
Rolled out in November 2016
There are workarounds
Yelp
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Viewing Mobile on Desktop
Chrome Developer Tools
Already built into Chrome
Mimics Apple products, Responsive design, Android and Blackberry
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Viewing Mobile on Desktop
User-Agent Switcher for Chrome
Chrome extension
Easier to use
Mimics Apple products, Responsive design, Android and Blackberry
Can be a bit buggy
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Performance:Google Analytics
Pagespeed:Google AnalyticsGoogle Pagespeed InsightsWebPagetest
Mobile Usability:Google Search ConsoleGoogle Mobile-Friendly TestChrome Developer ToolsUser-Agent Switcher for Chrome
Mobile SEO Tools
Crawling:Screaming Frog
AMP:Google Search ConsoleValidator.AMPProject.org
Structured Data:Google Search ConsoleGoogle Structured Data Testing ToolYandex Structured Data Validator
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Optimize for Local Searches
88% of smartphone users have conducted local
searches
Local searches lead 50% of mobile site visitors to visit
stores within one day
18% of local mobile searches lead to a sale within one
day
The goal = Google Map Pack
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Local-Focused Content
City & State in Title Tag
City & State in Meta Description
City & State in H1
City & State in URL
Adding City & State in content
Adding City & State in relevant alt tags
Embedded Google Map
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Local Citations
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Local Linkbuilding
Local Blogs
Online News Sources
Community/Township Sites
Other Local Businesses
Local Related Organizations
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Rich Snippets & Structured Data
Enhances organic listings
Provides additional, relevant
information for users (ex.
Business address, product
reviews, recipes)
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Optimizing for Micro-moments
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Mobile-Friendly Content
Offer Easy-to-Digest & Shareable Information
Headline
Summary
Short paragraphs
Images
Lists/bullets
Pointing out key takeaways (bold, italics)
Social icon for easy sharing
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Title Tags
Take Advantage of Length - Up to 78 Characters!
Keyword Research
Consider Words that Convert Audience
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Mobile UX
Research Your Audience
CrazyEgg.com
UserTesting.com
HotJar.com
A/B Test
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Mobile UX Wins
Short Headlines
Simple Navigation Menus
Make Site Search Visible & Easy to
Use (Consider Filters)
Fat-Finger CTAs
Accordions & Drop-Down Menus
Minimize Required Fields on Forms
Click-To-Call Phone Numbers
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Mobile UX
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Mobile UX
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Any questions?