Mobile SEO - Aleyda Solis

Mobile SEO

Aleyda Solis
International SEO Consultant

Twitter: @aleyda
Web: www.aleydasolis.com
LinkedIn: http://www.linkedin.com/in/aleyda

Mobile SEO Aleyda Solis | @aleyda

Mobile Search?

Oh Yeah!
Mobile is sooo important


44%
Of US population has a Smartphone

51% of UK population

Source: http://www.ourmobileplanet.com/


62%
Of US Smartphone users search on a daily basis

58% of Spain population



5X
Google’s mobile search has grown in the last 2 years in Spain

Give me
Five

Source: http://www.themobileplaybook.com/


32%
Has bought a product or service from a smartphone in the US

I also buy with my smartphone



Why Mobile SEO?

This needs to be
Optimized


61%
only look at the 1st page of results when conducting a search on their smartphone

One does not simply appear
on the 1st page of results

Source: http://services.google.com/fh/ﬁles/blogs/our_mobile_planet_us_en.pdf


57%
Say they won’t recommend a business with a poorly-designed mobile site

What an ugly site

Source: http://www.themobileplaybook.com/


My website is still not
optimized for Mobile

What Should I do now?


Verify how your site looks in mobile devices

Use Screenﬂy to check how your site looks in a mobile device: http://quirktools.com/screenﬂy/


It Looks Horrible


Let’s
Optimize it
Now


1. Get to know your mobile audience


How many visits do you have from mobile devices?

Use Google Analytics to verify if you have enough mobile visitors


What mobile technology are your visitors using?

Use Google Analytics to verify the device, provider, operating system, screen resolution of your mobile audience


How are you found in mobile search?

Use Google Webmaster Tools to identify the keywords and pages with more mobile search visibility


How are you visited from mobile search?

Use Google Analytics to identify the keywords and pages with more mobile trafﬁc


How does your mobile audience search?

Perform a keyword research focusing on mobile users. Use the Google Keyword research tool.


You already have the information to start your Mobile SEO Process

1. 2. 3.
KEYWORDS AND CONTENT
VOLUME AND KEYWORDS AND PAGES
WITH THE HIGHEST
CHARACTERISTICS OF YOUR WITH ACTIVITY COMING
POTENTIAL IN YOUR MOBILE
CURRENT MOBILE USERS FROM MOBILE SEARCH
SEARCH MARKET

For which device do I have to optimize? What content do I have to prioritize? For which keywords do I have to rank?

With this data you will be able to focus your mobile SEO strategy


2. Develop & Optimize your Mobile Site


Focus on developing for the mobile device used by your audience

Fail

Remember that smartphone penetration will grow 35% this year
... and that your site should prioritize these users, not feature phone’s that tend to disappear


Where should I enable my mobile version?

1. The same URL 2. Different URL
yourbrand.com m.yourbrand.com

PROS PROS
Unique content Less development complexity
Easy and less expensive to maintain More ﬂexibility and mobile content differentiation
Popularity / Authority consolidation A likely better mobile usability

CONS CONS
Possible redesign and re-coding of the Web Content duplication issues
Less control and possible differentiation of mobile content More effort required for link / authority building
Lower mobile focused experience Higher maintenance cost

What about an App?
This would be the next step: If you have enough technical resources, a critical mass of users from a speciﬁc device and a
successful mobile site.


One URL to rule them all

http://www.seroundtable.com/bing-mobile-seo-14861.html + http://www.seroundtable.com/single-url-mobile-seo-13521.html


Preferred Implementation alternative: Responsive Web Design

“Responsive web design is the best way
to go for mobile SEO”

Pierre Far
Google’s Webmaster Trends Analyst
at SMX London


Which is the best option in your situation?

1. The same URL 2. Different URL
yourbrand.com m.yourbrand.com

Recommended Recommended

If your content / mobile offer is the same than the desktop one If your content / mobile offer is very different than the desktop one
For new sites or CMS can easily implement responsive Web design If it’s too difﬁcult to implement responsive Web design
If most of the mobile users have smartphones / tablets Most of the mobile users have feature phones


1. One URL: With Responsive Web Design

=

Take a look at the new design of www.directseguros.es


1. One URL: With Responsive Web Design

Use a framework like http://twitter.github.com/bootstrap to speed the development process


2. Different URL: Identify and Redirect mobile users and bots

This is not cloaking if both see the same content.
Don’t block your mobile version with robots.txt
If your mobile content is duplicated (it shouldn’t)
include a canonical tag.

http://googlewebmastercentral.blogspot.com.es/2011/02/making-websites-mobile-friendly.html


2. Different URL: Identify and Redirect mobile users and bots

http://googlewebmastercentral.blogspot.com.es/2011/12/introducing-smartphone-googlebot-mobile.html


2. Different URL: Inform about your mobile version with a Sitemap

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=34648


2. Different URL: Indicate the mobile version with a Handheld Tag

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35312


Take into consideration mobile tech restrictions

Make sure the mobile site content is accessible: Beware of Flash, Scripts, etc.


Enhance your website Speed

Externalizing
Minifying
Caching

Avoid bandwith and user’s waiting time problems. Use Page Speed or ySlow.


Organize the content thinking on your mobile user

Web design consistency
Easy navigation
Show telephone number
Map visualization option
Focus on conversion

Remember that your mobile user has less ﬂexibility to browse from a mobile phone: Prioritize the important content


Link between the mobile and desktop versions

Include a link in the page’s footer
With an option to download App if you have one


Follow the “traditional” SEO Criteria
Popularity

References

+
Relevancy

Content
http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

If you have just one URL with responsive Web design you don’t need to duplicate your efforts


Localize your Mobile Content

Create and optimize pages for each localization.
Include local address and phone number.
Use Microdata for businesses and reviews.
Create page in Google+ Local.
Create citations and links from local sites
And the Map?

94% of smartphone users in the US have looked for local information


3. Beyond the Web, Optimize Apps


Follow Relevancy and Authority Principles

Relevancy of the name, provider, description.

Popularity in the number and growth of
downloads, ratings and reviews.

http://www.mobiledevhq.com/app_store_optimization


Watch the status and updates of Apps search engines

http://www.chomp.com/


Thank you! Got Questions?

Twitter: @aleyda
Web: www.aleydasolis.com
LinkedIn: http://www.linkedin.com/in/aleyda

Mobile SEO - Aleyda Solis

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