mobile seo - rise of mobile first

1@Davidiwanow#APSLondon

Mobile SEO - Rise of mobile first


Who am I?I’ve been doing SEO for over 10 years and have spent the last year as Director of Strategy at BlueGlass, prior to that I

spent almost 3 years at ebay classifieds group as SEO Product Manager. My next role I’m starting next week is SEO

Manager, Global Deployments @ Schibsted Media Group


Session topicsWhat is required to be ready for the mobile first world

1. Stop the waiting we should be moving to fully responsive

a. If you have a bad mweb site kill it

b. Full responsive uses a single URL

2. Technical SEO Considerations For Mobile First

a. Technical issues

b. Site design is important - UX & No pop-ups

c. Page speed is important

d. Don’t block CSS, JavaScript or Images

e. AMP

3. Importance Of Apps & App-Indexing To Mobile SEO

a. Firebase App-Indexing

b. Instant Apps

4. How to measure success?

5. Action points!


Responsive or deathWhat are you afraid of? Just invest the money and migrate to responsive!


Which is the current experience?


What is your configuration?

https://developers.google.com/webmasters/mobile-sites/mobile-seo/

https://developers.google.com/webmasters/mobile-sites/mobile-seo/


No mob is better than bad mob

https://churchm.ag/mobile-vs-desktop/

https://churchm.ag/mobile-vs-desktop/


Googlebot CrawlingYou need to ensure that Googlebot is crawling the right pages


Google’s plans for mobile first?

Google webmaster team said last month that mobile first roll-out will focusing on websites which are ready.

But sites won’t be notified they have been switched to mobile-first indexing.


Do you have any site issues?


Content hidden for UX on mobile?

Once the mobile-first index is rolled out, content hidden behind tabs on mobile will be seen by Googlebot.

This also stresses the importance of UX when it comes to how you are displaying content on mobile.


On mob links need to be present

Googlebot can crawl links included by JavaScript on mobile pages.

But if the links are completely missing on mobile pages which exist on the desktop pages, then Googlebot wouldn’t see these links.


Correctly setup responsive site

http://www.deepcrawl.com/offer/



Inconsistent setup of a website




Run site audits to find issues

http://www.semrush.com/billing/offers/buy/4zsslgrc?promo=LOSTPR-D0ODSX97

http://www.semrush.com/billing/offers/buy/4zsslgrc?promo=LOSTPR-D0ODSX97


Non-responsive check redirects

https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes



Mobile site designIs your website built with mobile users in mind? UX? Pop-ups?


How is your site rendered?


Bad mobile experiences?


Average mobile experiences?


Decent mobile experiences?


Leading mobile experiences?


Are you annoying users?

https://marketoonist.com/2017/06/annoying-ads.html

https://marketoonist.com/2017/06/annoying-ads.html


Your current ad experience?






What about unplayable content?




Mobile usability report

https://support.google.com/webmasters/answer/6101188

https://support.google.com/webmasters/answer/6101188


How people use their phone

http://www.uxmatters.com/mt/archives/2017/03/design-for-fingers-touch-and-people-part-1.php



Changing grip for interactions


Touch-friendly design framework




Where people prefer to tap


Are you annoying users?


Is it fast on mobile?Page speed is important, this factor is magnified for mobile users


2 sec delay halves sessions length

https://www.akamai.com/uk/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsp



Optimal load time is 700ms




Consider your users connections


What about loading on 3G?


What about loading on 2G?


How is your site loading?


What should you fix?


What resources are blocked?


Find unused CSS & JS code

https://developers.google.com/web/updates/2017/04/devtools-release-notes#coverage

https://developers.google.com/web/updates/2017/04/devtools-release-notes#coverage


AMP not always easyUsers don’t have to download your full app, so try before you buy works


Make AMP pages crawlable

Googlebot requires a rel alternate to AMP pages to detect the pages.

Importantly also requires a rel canonical from the AMP page back to desired canonical page.


Not always easy to implement


First point make sure it’s valid

https://search.google.com/test/amp

https://search.google.com/test/amp


Oh no…. it’s not valid….

https://search.google.com/test/amp?id=fAFUeozJBoxf6JDA9qFhUQ

https://search.google.com/test/amp?id=fAFUeozJBoxf6JDA9qFhUQ


Test your AMP code first

https://validator.ampproject.org/

https://validator.ampproject.org/


Instant apps?Users don’t have to download your full app, so try before you buy works


Instant apps can be useful


App-IndexingFirebase App-Indexing is still interesting for driving engagement of your app


App-indexing is still a benefit


App banners are still important


Measuring SEO?So how do you know if there is an issue or you are on the right track?


Track mobile & desktop visibility

http://bit.ly/TrySEOMonitor

http://bit.ly/TrySEOMonitor


Action points….These are the things you need to do!….


What are the action points?

1. Kill mweb and move to responsive asap2. Make sure your mobile version is damn fast3. Fix your technical issues, GSC tells you what to fix4. Crawl your site with DeepCrawl to check for mobile issues5. AMP is hard to get perfect so start it on a sub-section first6. App-Indexing is still useful for mobile seo7. If you have dev capacity explore Instant Apps8. After all that if you have enabled HTTPs explore PWAs

https://www.deepcrawl.com/offer/

https://developers.google.com/web/progressive-web-apps/


Thank You!

mobile seo - rise of mobile first

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