Downloaded 27 times
Uploaded bySearch Engine Journal
Big Brands, Mobile SEO and You by John Shehata - #SEJSummit New York City
This document discusses how Google is prioritizing mobile search and mobile-friendly websites. It provides tips on how to structure a mobile website, including using responsive design versus separate mobile URLs. Key topics covered include Google's mobile-first indexing plans, how to test for a mobile-friendly site, optimizing for speed on mobile, and common mobile search errors to avoid like faulty redirects and unplayable videos. The document emphasizes that page speed, usability and a good mobile user experience are increasingly important ranking factors for mobile search.
MarketingâŠ
More Related Content
Similar to Big Brands, Mobile SEO and You by John Shehata - #SEJSummit New York City
Big Brands, Mobile SEO and You by John Shehata - #SEJSummit New York City
- 4. Mobile Scare: Google/Search EnginesMay be Scaring your Mobile Users Away
- 5.
- 6. Google: More SearchesNow On Mobile Than On Desktop
- 7.
- 8. Search Is #1Content Discovery Tool For Mobile Users
- 9.
- 10.
- 11.
- 12. âTo improve thesearch experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.â Yoshikiyo Kato, Software Engineer, on behalf of Google Mobile Search MOBILE RANKINGS
- 13. âą At SMXWest, Googleâs Gary llyes surprised the crowd: Google already has plans for a separate mobile index and there is a team already working on it. âą He isnât sure what stage they are at, so Google has nothing to announce about it at this time. (More here: Google is Working on Completely Separate Mobile Index From Desktop Index) GOOGLE MOBILE INDEX
- 15.
- 16.
- 17. Responsive Dedicated Dynamic Serving âąALL devices âą 1 URL âą Same Content/HTML âą Use CSS to render pages âą Separate Mobile & Desktop URLs example.com/m/ m.example.com âą Different HTML âą All devices âą 1 URL âą different HTML (and CSS) depending on user agent (desktop or mobile device) #SEJSummit #Searchmetrics @JShehata
- 18. Responsive Dedicated Dynamic Serving Prosâą 1 URL âą Easier to maintain âą Link Consolidation âą No Redirects > Reduce Loading Time âą Recommended By Google (saves resources, pages crawled once) âą Small/Medium Sites âą Better Mobile Experience âą Faster âą Dedicated Mobile Content âą Easier Implementation âą 1 URL âą Link Consolidation âą Capacity for different mobile content âą Complex/Large Sites Cons âą Slower âą Same Mobile/Desktop Content âą Link Equity Dilution âą Higher Cost to maintain âą Crawled Multiple Times with different user agents âą Slower âą Higher Cost to maintain âą Old Redirect Lists âą Complex technical implementation âą Crawled Multiple Times #SEJSummit #Searchmetrics @JShehata
- 19. Responsive Dedicated Dynamic Serving âąALL devices âą 1 URL âą Same Content/HTML âą Use CSS to render pages âą Separate Mobile & Desktop URLs example.com/m/ m.example.com âą Different HTML âą All devices âą 1 URL âą different HTML (and CSS) depending on user agent (desktop or mobile device) Pros âą 1 URL âą Easier to maintain âą Link Consolidation âą No Redirects > Reduce Loading Time âą Recommended By Google (saves resources, pages crawled once) âą Small/Medium Sites âą Better Mobile Experience âą Faster âą Dedicated Mobile Content âą Easier Implementation âą 1 URL âą Link Consolidation âą Capacity for different mobile content âą Complex/Large Sites Cons âą Slower âą Same Mobile/Desktop Content âą Link Equity Dilution âą Higher Cost to maintain âą Crawled Multiple Times with different user agents âą Slower âą Higher Cost to maintain âą Old Redirect Lists âą Complex technical implementation âą Crawled Multiple Times
- 20. SEO âą CheckGoogle Webmaster Tools Crawl Errors for Redirect & 404 Errors âą Check Page Load Time for Mobile and Desktop âą Allow Search Engines to crawl all assets (CSS, Images, JS) âą Redirect Mobile Users and Bots to the mobile site âą Test Desktop Site for Redirects & 404 Errors âą Add Rel=Alternate to desktop and rel=Canonical to mobile site âą XML Mobile Sitemaps âą Use user-agent vary header to help search bots to find your mobile content âą Test for Vary: User-Agent HTTP Header #SEJSummit #Searchmetrics @JShehata
- 21.
- 22. âą Responsive isnot the answer to all problems and may not be suitable for your site/industry yet!! âą Googlebot-mobile is only used to crawl feature phones content âą Googlebot is used to crawl smartphones content Read: http://googlewebmastercentral.blogspot.com/2014/01/a-new-googlebot-user-agent-for-crawling.html
- 23. âą Even thoughGoogle recommends Responsive implementations, they have been pretty clear that they will treat all mobile subdomains, dynamic serving, and responsive web designs (RWD) implementations the same (from a ranking perspective). âą If you have no mobile page, show the desktop page Read: http://googlewebmastercentral.blogspot.com/2014/01/a-new-googlebot-user-agent-for-crawling.html
- 24.
- 25. âą Ideally, thereshouldnât be a difference between the âmobile- friendlyâ URL and the âdesktopâ URL âą the site would automatically adjust to the device â content, layout, and all. âą Thatâs why we continue to recommend you use responsive designs over separate mobile (m.*) sites âą ensure a great experience for users on all devices and avoid compatibility, readability, and functionality issues.
- 26.
- 27.
- 28.
- 29. âą Google hasno specific recommendations for search engine friendly sites. âą You can use any of the 3 approaches âą Serve tablet users the desktop version (or if available, the tablet version). Read: https://developers.google.com/webmasters/smartphone-sites/tablets
- 31.
- 32. âą SEO TraditionalRanking factors âą Important Ranking Factors âą Mobile Friendliness âą Mobile Usability âą Mobile Speed/Performance âą Negative Mobile SEO Factors âą Mobile Errors âą Broken Content
- 34.
- 35. âą Test yoursite @ Google Mobile-Friendly Test Tool âą https://www.google.com/webmasters/tools/mobile- friendly/ âą Blocked Internal Resources may prevent Google from recognizing your site as mobile-friendly site âą Page by Page
- 36.
- 38.
- 40. âą Page speedis a ranking factor since 2010 âą Google Released a ton of tools and reports to help improve page speed
- 41. âą Google startedtesting âSlowâ Red Labels âą How will this affect your CTR?? âą http://searchengineland.com/google- testing-red-slow-label-search-results- slower-sites-215483 #SEJSummit #Searchmetrics @JShehata
- 42.
- 43. â80-90% of theend-user response time is spent on the frontend. Start There.â - Steve Souders, Googleâs Head Performance Engineer âą I.E. Backend actions (database queries, server delays and hardware limitations, âŠ) only account for 10-20% of your load time!!
- 44.
- 45.
- 46.
- 47.
- 48.
- 49. âą 1 secondload time for 'above- the-fold content' on mobile sites! Read: https://developers.google.com/speed/docs/insights/mobile
- 50.
- 51.
- 52. âą Avoid MultipleRedirects âą Example.com > www.example.com > m.example.com (slow mobile experience) âą Consolidate DNS requests âą Enable gzip Compressions (reduces up to 90%) âą Remove unnecessary / legacy code
- 53. âą Optimize Images âąProper formatting and compression âą Use Web fonts instead of encoding text in images
- 55. âAvoiding these mistakeshelps your smartphone users engage with your site fully and helps searchers find what they're looking for faster. To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.â 6/11/13 Google Webmaster Central Blog MOBILE ERRORS
- 56. âą First, CheckGoogle Webmaster Tools Crawl Errors MOBILE ERRORS
- 57.
- 58. âą Google ReportingFaulty Mobile Redirects http://googlewebmastercentral.blogspot.ca/2014/06 /faulty-redirects.html
- 59.
- 60.
- 61.
- 62. âą Verify noflash is used for navigation, videos, or other elements on mobile pages. âą HTML5 is preferred for video players. âą Google warns users of incompatible sites. âą Consider having the transcript of the video available on all devices as that may better serve your smartphone users.
- 63.
- 64. âą Avoid AppDownload Interstitials (use banners instead)
- 65.
- 66. âą Irrelevant cross-linkingbetween desktop and mobile content âą Infinite redirect loops âą Googlebot-mobile > redirected to feature phones site > redirects to smartphone site > redirects to desktop site READ: https://developers.google.com/webmasters/smartphone-sites/common-mistakes MOBILE ERRORS
- 68. âą Unplayable Videos âąFlash/Sliverlight âą Popups âą Sideway Scrolling âą Tiny Font/Buttons âą Device Specific Content âą Slow Pages BROKEN CONTENT
- 70.
- 71.
- 72.
- 73.
- 74.
- 75. âą Choose thesite structure Wisely. Responsive is not the answer for all your problems!! âą Fix broken content and faulty redirects âą Mobile SEO is technical âą User experience is important âą Focus on Local SEO, Social, and Focus Email markup. âą More SERP real estate for Paid results in mobile TAKEAWAYS