Le tendenze attuali e i tools per ottenere il massimo dalle vostre campagne SEO. Presentazione in occasione dell'evento Digitale Rosa di Rimini | 1 Luglio 2016 | www.digitalerosa.it

1. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
SEO IN 2016
MAKING THE MOST OUT OF THE MOBILE OPPORTUNITY

2. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS Hi #DigitaleRosa
@ALEYDA
I SHARE
#seotrends2016 at #digitalerosa in rimini by @aleyda from @orainti

3. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
In 2016 Google’s organic search results are
(almost) not like this anymore…

4. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
But like this! Multi-device, multi-platform, with snippets…
SNIPPETS
CARROUSELS
MULTIDEVICE MAPS
ANSWERS + KNOWLEDGE GRAPH

5. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
https://getstat.com/blog/featured-snippets/
in a growing number of SERPs

6. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
With more searches happening in mobile thank desktop…

7. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Google is continuously evolving, even using a machine learning artificial
intelligence system to provide more relevant search results.

8. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Sometimes very clever ones ;)

9. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And although there are many trends and opportunities… The ones
revolving mobile are HUGE, so let’s focus on them today!

10. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Let’s focus on solving those issues directly related to the
one causing the biggest conversion problems

11. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Starting with those related to targeting the right queries
and offering the relevant mobile content & functionality

12. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Verify which queries are providing more impressions
from mobile vs. desktop but with worse CTR…
Google
Search
Console

13. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Expand with the queries that your competitors & industry
leaders are targeting with mobile that you still aren’t
Sistrix

14. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Identify & target those mobile queries patterns with a growing
search trend with your mobile content & functionality

15. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Leverage also your app related searches from your
Web and create landing pages that target them
keywordtool.io
NO

16. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Like this!
YES

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

18. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
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/

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

20. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Like this you’ll be able to provide a highly
targeted mobile experience & information!

21. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
… and beyond targeting and featuring the right content:
Which other optimization actions you should prioritize?

22. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
GOOGLE
SEARCH
CONSOLE
Identify which are the pages with more mobile
visibility that have lower CTR & Rankings

23. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
GOOGLE
ANALYTICS
Which of the pages with highest mobile traffic have
higher bounce rate & lower conversion rate?

24. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Export them and use URLProfiler to verify for all of these pages
their mobile friendliness & speed performance
URLPROFILER

25. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
You’ll be able to target those pages with highest mobile impact
that have most important mobile & speed issues
mobile optimization
mobile speed

26. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And easily verify which are those resources
causing issues in each one of them
webpagetest.org

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

28. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
You create a simpler & highly “optimized” Web structure
under /amp/ that will be delivered although is canonicalized

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

30. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And to install with Wordpress check out these plugins!

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

32. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Establish an association between your app & Web and verify & monitor
the app indexation implementation with the search preview & GSC

33. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
And generate more visits & installs of your
app from mobile search results

34. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
… 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

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

36. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Improving not only your mobile visibility & traffic… but conversions

37. #seoin2016 at #digitalerosa in rimini by @aleyda from @orainti
Thank you! Questions