mobilegeddon - moz con 2015

@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

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

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

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

The End

@suzzicks

Thanks!

Cindy Krum

[email protected]

Call: 720-231-7277

Twitter: @Suzzicks

mailto:[email protected]

@suzzicks