SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the Multi-Screen Universe

Download SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the Multi-Screen Universe

Post on 15-Apr-2017

3.436 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

PowerPoint Presentation

@goutasteEmily Grossman | MobileMoxie#SearchLove

Mobile Jedi Mind Tricks:Master The Multi-Screen Universe

A Crash Course in Mobile SEO for 2016

@goutasteEmily Grossman | MobileMoxie

#SearchLoveTHOSE WERE THE DROIDS WE WERE LOOKING FOR

Dont get duped3

Myth #1:You Dont Need Mobile SEO To Be Successful Online@goutasteEmily Grossman | MobileMoxie#SearchLove

FACT:Mobile Searches Make Up Over Half of Google Queries@goutasteEmily Grossman | MobileMoxie

"For the first time, were getting more searches on mobile devices than on desktop Amit Singhal

http://www.theverge.com/2015/10/8/9480779/google-search-mobile-vs-desktop-20155

Myth #2:People Dont Buy On Mobile@goutasteEmily Grossman | MobileMoxie#SearchLove

"look on mobile, buy on laptop"6

FACT:30% of all online shopping purchases now happen on mobile phones@goutasteEmily Grossman | MobileMoxie

The days of "look on mobile, buy on laptop" are no more.

2 Google Analytics data, September 2014 v. September 2015, United Stateshttps://www.thinkwithgoogle.com/articles/holiday-shopping-trends-2015.html?utm_source=Twitter&utm_medium=social&utm_campaign=Think7

Myth #3:People Only Use Mobile When Theyre Not Home@goutasteEmily Grossman | MobileMoxie#SearchLove

"look on mobile, buy on laptop"8

@goutasteEmily Grossman | MobileMoxie

http://ben-evans.com/benedictevans/2015/9/1/forget-about-mobile-internet

http://www.business2community.com/mobile-apps/7-mobile-marketing-myths-misconceptions-0974314#B95jpOGZQZiFQVix.97

9

A New Mobile-Friendly Hope

@goutasteEmily Grossman | MobileMoxie

EPISODE X:A New[Mobile-Friendly] Hope

Mobile Friendliness

@goutasteEmily Grossman | MobileMoxie

Jedi Tip #1: You have only begun to discover your power.#SearchLove

You have only begun to discover your power.

http://static4.uk.businessinsider.com/image/561dfdcbbd86effb5b8b6811-480/star-wars.jpg

I assure you, Lord Vader. My men are working as fast as they can. Perhaps I can find new ways to motivate them.11

May 2016 Update Increases Effect of Mobile Friendly Ranking Signal@goutasteEmily Grossman | MobileMoxie#SearchLove

12

Testing for Mobile-Friendlyness

@goutasteEmily Grossman | MobileMoxie#SearchLove

Yes or No (per URL)Tool result does not necessarily match up with what we are seeing on phones

13

bit.ly/mobilefriendlytest@goutasteEmily Grossman | MobileMoxie#SearchLove

Mobile-Friendliness is Binary@goutasteEmily Grossman | MobileMoxie#SearchLove

http://orig10.deviantart.net/90cd/f/2014/126/e/e/star_wars_dark_side___light_side_wallpaper_by_soulreaper919-d7hfqch.jpg15

Blocked CSS & JavaScript = No Mobile Friendly Tag

@goutasteEmily Grossman | MobileMoxie#SearchLove

http://www.joomlack.fr/en/joomla-documentations-tutorials/make-your-website-google-mobile-friendly16

App Interstitial = No Mobile Friendly Tag

App Install Interstitials VS. App Install Banners

Mobile Friendly!NOT Mobile Friendly!@goutasteEmily Grossman | MobileMoxie#SearchLove

18

@goutasteEmily Grossman | MobileMoxie#SearchLove

Jedi Tip #2:Many of the truths that we cling to depend on our point of view

We must learn to see things from Googles point of view, from a mobile rendering point of view.

19

Fetch & Render for UI/ UX

@goutasteEmily Grossman | MobileMoxie#SearchLove

Mobile Friendliness Toolhttps://www.google.com/webmasters/tools/mobile-friendly/

20

You probably cant read this Text. It says this page has no Viewport specified.

@goutasteEmily Grossman | MobileMoxie#SearchLove

Broken ViewPorts @goutaste

Be careful with CSS & Google Forms!(Reset Form width to 100%)Loading...Emily Grossman | MobileMoxie

22

@goutasteEmily Grossman | MobileMoxie

Jedi Tip #3: Traveling through hyperspace ain't like dusting crops, boy! #SearchLove

23

@goutasteEmily Grossman | MobileMoxie#SearchLove

Mobile page speed is hard even Google.com doesnt get a 100/100 on their pagespeed test!24

@goutasteEmily Grossman | MobileMoxie#SearchLove

Most websites look like this

http://www.fullstack4u.com/google-developers/use-web-page-test-in-conjunction-with-google-page-speed-insights/25

Improving Page Speed with Images

SpritesFile SizeResponsiveImages.orgImage ServerQuality: 85%Width: 300px

Quality: 70%Width: 150px

Quality: 326 PPIWidth: 200px

@goutasteEmily Grossman | MobileMoxie#SearchLove

But one of the easiest ways to get a faster mobile website is to look at your image handling. Ask yourself26

@goutasteEmily Grossman | MobileMoxie

Punch it, Chewie#SearchLove

Of course if you really want to punch it into fast load times without doing much optimization or clean up, you can try out 27

AMP: Accelerated Mobile Pages Project

Framework for speed

@goutasteEmily Grossman | MobileMoxie

Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.28

AMP: Accelerated Mobile Pages ProjectFramework for speedBuilt for static content

@goutasteEmily Grossman | MobileMoxie

Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.29

AMP: Accelerated Mobile Pages ProjectFramework for speedBuilt for static contentAt the moment, primarily used by major publishers like:

@goutasteEmily Grossman | MobileMoxie

Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.30

Start With Your Blog@goutasteEmily Grossman | MobileMoxie

Easy to implement on WordpressLowest Domain Authority in the carousel was 67/100

@yoastbit.ly/AMP-wordpress-yoast

bit.ly/AMP-wordpress-SEL@fighto

You dont have to be a huge brand(But it helps if youre targeting Star Wars)

31

The AppS Strike Back

@goutasteEmily Grossman | MobileMoxie

EPISODE XI:Apps Strike Back

Attack of the apps?32

@goutasteEmily Grossman | MobileMoxie

I feel a great disturbance in the rankings

#SearchLove

How Rankings 2015 Changed

https://moz.com/blog/brands-that-won-and-lost-google-2015@goutasteEmily Grossman | MobileMoxie#SearchLove

https://moz.com/blog/brands-that-won-and-lost-google-201534

Increased Visibility for Both App Stores@goutasteEmily Grossman | MobileMoxie

Desktop

#SearchLove

How Rankings in 2015 ChangedThese Websites Have Associated Apps

https://moz.com/blog/brands-that-won-and-lost-google-2015@goutasteEmily Grossman | MobileMoxie#SearchLove

https://moz.com/blog/brands-that-won-and-lost-google-201536

App SingleApps UniversalApp PackGoogle Ranking Whole Apps

@goutasteEmily Grossman | MobileMoxie#SearchLove

Apps are competing for the same space in search results as websites37

App Pack Optimization

App Title

@goutasteEmily Grossman | MobileMoxie#SearchLove

Rankings Differ Between Android & iOSApp Pack on Android But Not iOS!@goutasteEmily Grossman | MobileMoxie#SearchLove

Know Your Competitors Per Device, OS & Location

Test on Multiple Devices Or Use A Local-Mobile Search Simulator

@goutasteEmily Grossman | MobileMoxie#SearchLovebit.ly/mobile-search-simulator

@goutasteEmily Grossman | MobileMoxieGoogle Ranking App Screens (Deep Links)

#SearchLove

@goutasteEmily Grossman | MobileMoxie

Google giving additional rankings boost to website and app combos

42

AndroidiOS1: Create Web Parity with Your App2:Set up HTTP Deep Links in Your App Manifest,Exclude Deep Links with noindex.XMLSet up Universal Links in App & Server,Exclude by Not Supporting for All Deep Links3: Optimize Deep Links in the App with API MarkupOptimize Web Markup* Add Cocoa Pods & App Indexing SDK Pod to App4:Submit Deep Links for Pre-Launch Crawling in Google Search Console & Fix ErrorsSay a meaningful prayer to the god of your choice and/or grab a doughnut 5: Go Live & Verify Proper Indexing & Behavior from SERPS

*Doh! Google cant actually extract Title &Description info from iOS apps, so all keyword relevance comes from meta data on corresponding web pages.

@goutasteEmily Grossman | MobileMoxieGoogle App Indexingbit.ly/g-app-indexing#SearchLove

@goutasteEmily Grossman | MobileMoxie

#SearchLove

The big secret is that this is SO much easier (and better supported) on Android than iOS, and you can still get the web-app link benefit even if you can only do that Android app part.

http://www.kevinforgoogle.com/wp-content/uploads/2010/11/kevinforgoogle_r2d2_1280x960.jpg44

@goutasteEmily Grossman | MobileMoxie

#SearchLove

http://www.kevinforgoogle.com/wp-content/uploads/2010/11/kevinforgoogle_r2d2_1280x960.jpg45

AndroidiOS1: Create Web Parity with Your App2:Set up HTTP Deep Links in Your App Manifest,Exclude Deep Links with noindex.XMLSet up Universal Links in App & Server,Exclude by Not Supporting for All Deep Links3: Optimize Deep Links in the App with API MarkupOptimize Web Markup* Add Cocoa Pods & App Indexing SDK Pod to App4:Submit Deep Links for Pre-Launch Crawling in Google Search Console & Fix ErrorsSay a meaningful prayer to the god of your choice and/or grab a doughnut 5: Go Live & Verify Proper Indexing & Behavior from SERPS

*Doh! Google cant actually extract Title &Description info from iOS apps, so all keyword relevance comes from meta data on corresponding web pages. @goutaste

Emily Grossman | MobileMoxieGoogle App Indexingbit.ly/g-app-indexing

#SearchLove

Google App Indexing Easier To Implement On Android@goutasteEmily Grossman | MobileMoxieAndroid HTTP deep links can be set up in the appiOS HTTP deep links require server-side set-up and TLS/ SSL support

{ "applinks": { "apps": [], "details": { ABC0123.com.domain.App": { "paths":[/folder/subfolder/,/folder2/subfolder2/*, ] } } }}

Intent filtersApple-App-Site-Association File#SearchLove

AndroidiOS1: Create Web Parity with Your App2:Set up HTTP Deep Links in Your App Manifest,Exclude Deep Links with noindex.XMLSet up Universal Links in App & Server,Exclude by Not Supporting for All Deep Links3: Optimize Deep Links in the App with API MarkupOptimize Web Markup* Add Cocoa Pods & App Indexing SDK Pod to App4:Submit Deep Links for Pre-Launch Crawling in Google Search Console & Fix ErrorsSay a meaningful prayer to the god of your choice and/or grab a doughnut 5: Go Live & Verify Proper Indexing & Behavior from SERPS

*Doh! Google cant actually extract Title &Description info from iOS apps, so all keyword relevance comes from meta data on corresponding web pages. @goutaste

Emily Grossman | MobileMoxieGoogle App Indexingbit.ly/g-app-indexing

#SearchLove

...public class MainActivity extends Activity { private GoogleApiClient mClient; private Uri mUrl; private String mTitle; private String mDescription;

@Override protected void onCreate(Bundle savedInstanceState) { mClient = new GoogleApiClient.Builder(this).addApi(AppIndex.API).build(); mUrl = "http://examplepetstore.com/dogs/standard-poodle"; mTitle = "Standard Poodle"; mDescription = "The Standard Poodle stands at least 18 inches at the withers"; }...Full code sample here: bit.ly/appindexingAPIcode

Android App Indexing API@goutasteEmily Grossman | MobileMoxie#SearchLove

NOTE: THE MURL IS HTTP! DO NOT USE CUSTOM URL SCHEMES WITH APP INDEXING API CALLS!

49

...@Override public void onStart() { super.onStart(); mClient.connect(); AppIndex.AppIndexApi.start(mClient, getAction()); }

@Override public void onStop() { AppIndex.AppIndexApi.end(mClient, getAction()); mClient.disconnect(); super.onStop(); }...Full code sample here: bit.ly/appindexingAPIcode

Android App Indexing APICan Haz Engagement Data?-Google@goutasteEmily Grossman | MobileMoxie

...@Override public void onStart() { super.onStart(); mClient.connect(); AppIndex.AppIndexApi.start(mClient, getAction()); }

@Override public void onStop() { AppIndex.AppIndexApi.end(mClient, getAction()); mClient.disconnect(); super.onStop(); }...Full code sample here: bit.ly/appindexingAPIcode

Android App Indexing APICan Haz Engagement Data?-Google+ ExtraRankings Boost@goutasteEmily Grossman | MobileMoxie

AndroidiOS1: Create Web Parity with Your App2:Set up HTTP Deep Links in Your App Manifest,Exclude Deep Links with noindex.XMLSet up Universal Links in App & Server,Exclude by Not Supporting for All Deep Links3: Optimize Deep Links in the App with API MarkupOptimize Web Markup* Add Cocoa Pods & App Indexing SDK Pod to App4:Submit Deep Links for Pre-Launch Crawling in Google Search Console & Fix ErrorsSay a meaningful prayer to the god of your choice and/or grab a doughnut 5: Go Live & Verify Proper Indexing & Behavior from SERPS

*Doh! Google cant actually extract Title &Description info from iOS apps, so all keyword relevance comes from meta data on corresponding web pages. @goutaste

Emily Grossman | MobileMoxieGoogle App Indexingbit.ly/g-app-indexing

#SearchLove

bit.ly/g-app-indexing@goutasteEmily Grossman | MobileMoxie#SearchLove

bit.ly/g-app-indexing@goutasteEmily Grossman | MobileMoxie#SearchLove

@goutasteEmily Grossman | MobileMoxie#SearchLove

@goutasteEmily Grossman | MobileMoxie

#SearchLove

NOT what we were looking for

https://s-media-cache-ak0.pinimg.com/736x/81/78/f2/8178f233f67f106b65c32b5e4a11225b.jpg57

Deep Link Ranking Factors in GooglePositive Ranking FactorsInstallation StatusGood Technical ImplementationWebsite SEO SignalsApp Indexing API (Android)Positive EngagementNegative Ranking FactorsInstallation Status (Esp for iOS)Technical ErrorsWebsite SEO SignalsContent Mis-MatchInterstitials on WebNegative Engagement (Soon?)@goutasteEmily Grossman | MobileMoxie

58

Deep Link Ranking Factors in GooglePositive Ranking FactorsInstallation StatusGood Technical ImplementationWebsite SEO SignalsApp Indexing API (Android)Positive EngagementNegative Ranking FactorsInstallation Status (Esp for iOS)Technical ErrorsWebsite SEO SignalsContent Mis-MatchInterstitials on WebNegative Engagement (Soon?)@goutasteEmily Grossman | MobileMoxie

59

App Streaming@goutaste

#SearchLove

Read More About App Streaming & Connection Speed

http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719 @Suzzicks

More thoughts on App Streaming and connection speed:bit.ly/mobileconnectionspeed

EPISODE XII: Emerging Search Platforms Awaken

@goutasteEmily Grossman | MobileMoxie

Jedi Tip #4: The Dark Side of the Force is the pathway to many abilities some consider to be Unnatural.#SearchLove

@goutasteEmily Grossman | MobileMoxie

#SearchLove

@goutasteEmily Grossman | MobileMoxie

#SearchLove

@goutasteEmily Grossman | MobileMoxie#SearchLove

An Open...