seo in 2016 mobile trends di aleyda solis

#seoin2016 at #digitalerosa in rimini by @aleyda from @orainti

SEO IN 2016 MAKING THE MOST OUT OF THE MOBILE OPPORTUNITY


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ORAINTI.COM

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I’M ALEYDA SOLIS Hi #DigitaleRosa

@ALEYDA

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#seotrends2016 at #digitalerosa in rimini by @aleyda from @orainti

http://ORAINTI.COM

http://@ALEYDA


In 2016 Google’s organic search results are (almost) not like this anymore…


But like this! Multi-device, multi-platform, with snippets…

SNIPPETS

CARROUSELS

MULTIDEVICE MAPS

ANSWERS + KNOWLEDGE GRAPH


https://getstat.com/blog/featured-snippets/

in a growing number of SERPs

https://getstat.com/blog/featured-snippets/


With more searches happening in mobile thank desktop…


Google is continuously evolving, even using a machine learning artificial intelligence system to provide more relevant search results.


Sometimes very clever ones ;)


And although there are many trends and opportunities… The ones revolving mobile are HUGE, so let’s focus on them today!


Let’s focus on solving those issues directly related to the one causing the biggest conversion problems


Starting with those related to targeting the right queries and offering the relevant mobile content & functionality


Verify which queries are providing more impressions from mobile vs. desktop but with worse CTR…

Google Search Console


Expand with the queries that your competitors & industry leaders are targeting with mobile that you still aren’t

Sistrix


Identify & target those mobile queries patterns with a growing search trend with your mobile content & functionality


Leverage also your app related searches from your Web and create landing pages that target them

keywordtool.ioNO

http://keywordtool.io


Like this!

YES


Validate the SERPs for your top identified mobile queries to also identify the existence of functionalities to leverage in the optimization process

App Indexing

Maps Results

AMP News Carousels

App Packs


Use Google’s Chrome Mobile Emulator & RankTank Mobile Friendly Site Test SERP Tool to do it

https://www.ranktank.org/mobile-friendly-serp-testing-tool/

https://www.ranktank.org/mobile-friendly-serp-testing-tool/


What if you identify that your mobile queries are highly specific and different to your desktop ones? A dynamic or parallel mobile might be better

RESPONSIVE

DYNAMIC PUBLISHING

PARALLEL MOBILE VERSION

https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en

https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en


Like this you’ll be able to provide a highly targeted mobile experience & information!


… and beyond targeting and featuring the right content: Which other optimization actions you should prioritize?


GOOGLE SEARCH

CONSOLE

Identify which are the pages with more mobile visibility that have lower CTR & Rankings


GOOGLE ANALYTICS

Which of the pages with highest mobile traffic have higher bounce rate & lower conversion rate?


Export them and use URLProfiler to verify for all of these pages their mobile friendliness & speed performance

URLPROFILER


You’ll be able to target those pages with highest mobile impact that have most important mobile & speed issues

mobile optimization

mobile speed


And easily verify which are those resources causing issues in each one of them

webpagetest.org

http://webpagetest.org


Do you have a news site or blog? Then AMP will also help to not only improve your performance but also search results visibility

https://firebase.google.com/docs/app-indexing/#implementation_path

https://firebase.google.com/docs/app-indexing/#implementation_path


You create a simpler & highly “optimized” Web structure under /amp/ that will be delivered although is canonicalized


It might be initially tricky to implement because of the need of structured data and resources declaration compliance. Use these tools to verify!

https://www.ampproject.org/docs/guides/validate.html

https://www.ampproject.org/docs/guides/validate.html


And to install with Wordpress check out these plugins!


If you have an app, you should also refer directly to your Mobile app presence from your results with app indexing

http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html

http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html


Establish an association between your app & Web and verify & monitor the app indexation implementation with the search preview & GSC


And generate more visits & installs of your app from mobile search results


… without forgetting to continue referring from your Mobile Web with app banners (avoiding interstitials)

https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html

NO

YES

https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html


By implementing all these, you’ll be able to profit from todays’ mobile search opportunities & trends

Mobile Web validation

Mobile Web performance

AMP

Mobile Content

App Indexing

App Landing Pages

Structured Data


Improving not only your mobile visibility & traffic… but conversions


Thank you! Questions

seo in 2016 mobile trends di aleyda solis

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