Cindy Krum — Mobile-First SEO and How to Prepare for the Next Mobilegeddon

@suzzicks Mobile-‐First SEO: How to Prepare for the
Next Mobilegeddon

@suzzicks April April 20 21

@suzzicks OMG - What is Going On?

@suzzicks We Need a Hero!

@suzzicks Thinking About SEO as Mobile-‐ First

@suzzicks What is the Threat? More Types of
Mobile Devices Web Results Being De-Emphasized Mobile Traffic is… Still Growing

@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 Linking mDot Site CANONICAL TO DESKTOP

@suzzicks Honor the Integrity of the Canonical Internal Links
Self-Referencing Canonicals XML Sitemap 301 Redirects Server Rules

@suzzicks SeKngs that Impact Mobile Search Chrome vs.
Google Now Location & Privacy Android vs. iOS Logged In 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 & Selec<ve 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? Illiterate…

@suzzicks Why CSS & JavaScript?

@suzzicks TesVng for “Mobile-‐Friendly”ness

@suzzicks Mobile-‐Friendly Test

@suzzicks Mobile-‐Friendly IntersVVals App Banners: •  Content
Moves Down to Accommodate Banner •  Chrome & Apple Both have Pre-‐Made Code that is Acceptable •  Custom App Banners Cause Problems Full Page IntersVVals: •  Content is Covered •  Covered Content Has No SEO Value •  Miss-‐Match With Deep Linked Apps •  Time Delays & Scroll Delays May Work-‐Around (Temporarily)

@suzzicks Webmaster Console Fetch & Render

@suzzicks Webmaster Console Mobile-‐Friendliness GET IMAGE J

@suzzicks Mobile UX Signals Font Size & Tap
Target Size View Port Flash & Errors

@suzzicks Mobile-‐Friendly Page Speed (Probably Next) • 
Google PageSpeed Test •  Webmaster Tools – Page Speed Report •  Google Analy<cs Page Speed Report •  WebPageTest.org •  YSLOW-‐ Plugin •  URIValet.com

@suzzicks Improving Page Speed with Images Sprites
File Size Responsi ve Images.o rg 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 SERP Featured
Answers Aggregations Interactions Paid Results Private Results Easy to See Packs Cards Carousels Expansion Information Semantic Natural Language Compound Search Entity Understanding

@suzzicks Mobile-‐First SEO is Focuses on User ‘Intent’

@suzzicks Intent Desktop Intent

@suzzicks Intent Mobile Intent

@suzzicks Device Intent Ma^ers! 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. Func<on Search 13. Search Device 14. Social Interac<on

@suzzicks Answers aka Featured Rich Snippets

@suzzicks Answer Doubles “Lois Lane is a ﬁc,onal
character appearing in comic books published by DC Comics. Created by writer Jerry Siegel and ar,st Joe Shuster, the character ﬁrst appeared in Ac,on Comics #1 (June 1938). Lois Lane is an award-‐winning journalist and the primary love interest of Superman.”

@suzzicks Variable DescripVon Length (Page Scrape -‐ Not
Meta DescripVon) 135 306 134 135 340

@suzzicks More InteracVon from the SERP

@suzzicks IdenVty Queries & Card Results

@suzzicks Compound Search Queries Same Query Query +
Click Quer y

@suzzicks Implied Keywords “How tall is it?”

@suzzicks Schema.org on Mobile Restaurant TV Show Recipe

@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 FormaKng 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 Links Icon Deep Links

@suzzicks Android & iOS Intent

@suzzicks Understanding App Packs

@suzzicks New Android App Packs

@suzzicks Android Deep Linking User Experience Google’s Deep
Linking case studies: https://developers.google.com/app-indexing/case-stud

@suzzicks “Google will be considering "high quality"
apps to be a posi,ve ranking factor in mobile search.” -‐Mariya Moeva (Google Webmaster Trends Analyst, SMX West 2015) Google Require Website Parity to Rank Deep Links Web App

@suzzicks Deep Links Without Website Parity Social
Media Spotlight Search API Email & Paid Ads

@suzzicks Learn How to Deep Link –
The Full Details iOS 9/ AppleSearch Deep Linking Implementation Guide: http://searchengineland.com/app-indexing-new- frontier-seo-apple-search-ios-app-indexing-223880 Google Deep Linking Implementation Guide: http://searchengineland.com/app-indexing-new- frontier-seo-google-search-deep-linking-226517 Emily Grossman

@suzzicks The End

@suzzicks Thanks! Cindy Krum [email protected] Call:
720-‐231-‐7277 Twifer: @Suzzicks

Cindy Krum — Mobile-First SEO and How to Prepar...

Cindy Krum — Mobile-First SEO and How to Prepare for the Next Mobilegeddon

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