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Mobile-First Indexing & The Story Your Data Isn't Telling You

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Learn about how Google's shift to Mobile-First Indexing is making it easier for Google to crowd search results, especially mobile search results with 'hosted inclusions' which are part of the Knowledge Graph. Google hosts these assets, and uses the click information to hone their algorithm about how to best match searches and questions with answers. Unfortunately, 'Hosted Inclusions' such as: Knowledge Graph, People Also Ask, Found on the Web and Related Searches generally do not drive people to your site. Instead, they keep people in Google's universe. The lack of clicks from search results in SEO's making major decisions on only 38.5% of the data.

Veröffentlicht in: Technologie
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Mobile-First Indexing & The Story Your Data Isn't Telling You

  1. 1. MobileMoxie.com @Suzzicks
  2. 2. What Happens What a Flightless Bird gets scared? MobileMoxie.com @Suzzicks
  3. 3. Sometimes they run like crazy… MobileMoxie.com @Suzzicks
  4. 4. Sometimes they hide… MobileMoxie.com @Suzzicks
  5. 5. Or Maybe they Hide Like this… MobileMoxie.com @Suzzicks
  6. 6. MobileMoxie.com @Suzzicks
  7. 7. MobileMoxie.com @Suzzicks
  8. 8. But what if Your Analytics Are Not Giving You the Full Story? MobileMoxie.com @Suzzicks
  9. 9. WORLD WIDE, MOBILE REPRESENTS MORE THAN HALF OF ALL SEARCHES MobileMoxie.com @Suzzicks
  10. 10. WORLD WIDE, MOBILE REPRESENTS MORE THAN HALF OF ALL SEARCHES …But SEO’s & SEO Tools are Still Heavily Focused on Desktop MobileMoxie.com @Suzzicks
  11. 11. THAT CAUSES PROBLEMS! Desktop search results are not visible in the mobile SERP 31%
  12. 12. THAT CAUSES PROBLEMS! Desktop search results are not visible in the mobile SERP 31% 11% Only (10.68%) URLs keep their positions in both SERPs
  13. 13. THAT CAUSES PROBLEMS! Desktop search results are not visible in the mobile SERP 31% 11% 13% Only Only (12.86%)(10.68%) URLs keep their positions in both SERPs Domains keep their positions in both SERPs
  14. 14. “Hey – this wasn’t in the SERP last week was it? When did this thing show up?”
  15. 15. This Happens a Lot in Mobile SEO MobileMoxie.com @Suzzicks
  16. 16. Mobile Results are Changing Drastically! MobileMoxie.com @Suzzicks
  17. 17. Mobile Results are Changing Drastically! … I want you NOT to be one of the SEO’s Just Pretending this stuff Isn’t Happening! MobileMoxie.com @Suzzicks
  18. 18. I Believe in You! MobileMoxie.com @Suzzicks
  19. 19. Hosted Inclusions Mobile- First Indexing Entity-First Indexing Knowledge- Graph Build-Out ENTITY- FIRST INDEXING: Same As Same As Same Result Is: MobileMoxie.com @Suzzicks
  20. 20. Two Kinds of Results: -Hosted Inclusions (From Knowledge Graph) -Organic Blue Links MobileMoxie.com @Suzzicks
  21. 21. Featured Snippets are The Hosted Inclusion with the Most Rapid Growth MobileMoxie.com @Suzzicks
  22. 22. April 2018 – August 2018 The Number of Featured Snippets on a SERP grew x MobileMoxie.com @Suzzicks
  23. 23. Featured Snippets & Hybrid Featured Snippets MobileMoxie.com @Suzzicks
  24. 24. And Double- Featured Snippets MobileMoxie.com @Suzzicks
  25. 25. Other Hosted Inclusions are Part of the Knowledge Graph Too MobileMoxie.com @Suzzicks
  26. 26. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  27. 27. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  28. 28. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  29. 29. Hosted Inclusions: Growing in Frequency, Variety & Functionality MobileMoxie.com @Suzzicks
  30. 30. There are Now Way More Links in One SERP MobileMoxie.com @Suzzicks
  31. 31. There are Now Way More Links in One SERP MobileMoxie.com @Suzzicks
  32. 32. Answer Carousels MobileMoxie.com @Suzzicks
  33. 33. Answer Carousels MobileMoxie.com @Suzzicks
  34. 34. What Does Position 1 Even Mean Now? Especially if Position 1 is Halfway Down the Page! MobileMoxie.com @Suzzicks
  35. 35. MobileMoxie.com @Suzzicks
  36. 36. MobileMoxie.com @Suzzicks
  37. 37. MobileMoxie.com @Suzzicks
  38. 38. Page Template Variations 6 Cities 5 Keywords
  39. 39. iOS & Android Results for Each Keyword Maps, Apps, KG & Ads for Each Keyword Panic Room Supplies Survival Provisions Helena, MO New Orleans, LA KG/FS KG/FS
  40. 40. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  41. 41. MobileMoxie.com @Suzzicks
  42. 42. This is a Really Big Deal!!! MobileMoxie.com @Suzzicks
  43. 43. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  44. 44. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  45. 45. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  46. 46. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  47. 47. Google is an Answer Engine – Not just a Search Engine MobileMoxie.com @Suzzicks
  48. 48. Answers in the SERP: -Top: Featured Snippets -Middle: People Also Ask -Bottom: Related Searches MobileMoxie.com @Suzzicks
  49. 49. And this makes sense because of Voice. They Need Answers – Not lists of Websites MobileMoxie.com @Suzzicks
  50. 50. FRAGGLES AN IMPORTANT PART OF ENTITY-FIRST INDEXING: MobileMoxie.com @Suzzicks
  51. 51. FRAGMENT + HANDLE = FRAGGLESMobileMoxie.com @Suzzicks
  52. 52. FRAGGLES In Action MobileMoxie.com @Suzzicks
  53. 53. Video FRAGGLES MobileMoxie.com @Suzzicks
  54. 54. Audio FRAGGLES MobileMoxie.com @Suzzicks
  55. 55. Audio FRAGGLES MobileMoxie.com @Suzzicks
  56. 56. AMP Highlighting for Featured Snippets MobileMoxie.com @Suzzicks
  57. 57. They Can Re- Mix Content they Host in AMP Stories & Knowledge Graph Navigation Sometimes Persists… MobileMoxie.com @Suzzicks
  58. 58. These are all Examples of Entity-First Indexing
  59. 59. And They Are generally NOT Represented in Your Analytics
  60. 60. 61.5% 34.4% MobileMoxie.com @Suzzicks
  61. 61. of the Mobile Search Data IS NOT Represented in Your Analytics 61.5%
  62. 62. So Mobile SEO decisions are based on only of the Data38.5%
  63. 63. No *WEBSITE* Clicks MobileMoxie.com @Suzzicks
  64. 64. Google & Their Users LOVES Hosted Inclusions!
  65. 65. !!! MobileMoxie.com @Suzzicks Hosted Inclusions Are… MORE INTERESTING THAN BLUE LINKS
  66. 66. MobileMoxie.com @Suzzicks
  67. 67. MobileMoxie.com @Suzzicks
  68. 68. MobileMoxie.com @Suzzicks
  69. 69. ??? MobileMoxie.com @Suzzicks
  70. 70. Traffic 45%MobileMoxie.com @Suzzicks
  71. 71. As SEO’s we need to start to think like Google, to Predict what Google will do
  72. 72. Google Indexing API lets you get pages in or out of their Index in hours
  73. 73. Google Indexing API lets you get pages in or out of their Index in @dsottimano & @richardbaxterhours
  74. 74. Start to think XML & Schema as API’s for Google. MobileMoxie.com @Suzzicks
  75. 75. Now start to ALSO think of GMB, AMP & Google News APIs to Google.
  76. 76. Free PLA’s from Google Merchant Center – All from an XML File! MobileMoxie.com @Suzzicks
  77. 77. Bad Answers & Knowledge Graph MobileMoxie.com @Suzzicks
  78. 78. Anything Google Hosts or Ingest as a Feed Seems to Have An Advantage
  79. 79. They Can Speak Them on a Google Home, or with Google Assistant MobileMoxie.com @Suzzicks
  80. 80. Entity ID’s from the Knowledge Graph are Numeric. Language Agnostic
  81. 81. @suzzicks MobileMoxie.com @Suzzicks
  82. 82. THEY CAN EVEN TRANSLATE IT MobileMoxie.com @Suzzicks
  83. 83. MobileMoxie.com @Suzzicks
  84. 84. Currently Page Links - Someday Fraggles
  85. 85. 4 Addresses 5 Keywords
  86. 86. Something Else….
  87. 87. Paid is Getting More Compelling
  88. 88. MobileMoxie.com @Suzzicks
  89. 89. Industry Average CTR (Search) Average CVR (Search) Advocacy 4.41% 1.96% Auto 4.00% 6.03% B2B 2.41% 3.04% Consumer Services 2.41% 6.64% Dating & Personals 6.05% 9.64% E-Commerce 2.69% 2.81% Education 3.78% 3.39% Employment Services 2.42% 5.13% Finance & Insurance 2.91% 5.10% Health & Medical 3.27% 3.36% Home Goods 2.44% 2.70% Industrial Services 2.61% 3.37% Legal 2.93% 6.98% Real Estate 3.71% 2.47% Technology 2.09% 2.92% Travel & Hospitality 4.68% 3.55% So Keep These Numbers in Mind – They Also Impact SEO
  90. 90. So What – We Still Need SEO Growth!
  91. 91. SOMETIMES BOSSES STRUGGLE WITH REALITY MobileMoxie.com @Suzzicks
  92. 92. MobileMoxie.com @Suzzicks
  93. 93. CONSIDER THE MATH Did Top Keywords Drop in Search Volume in Google Trends?
  94. 94. CONSIDER THE MATH Is the Traffic Drop Attributable to an Decrease in Mobile CTR or an Increase in Paid CTR? Did Top Keywords Drop in Search Volume in Google Trends?
  95. 95. CONSIDER THE MATH Is the Traffic Drop Attributable to an Decrease in Mobile CTR or an Increase in Paid CTR? Did Top Keywords Drop in Search Volume in Google Trends? Did the Average Number or size of Featured Snippets Increase?
  96. 96. Get into the Knowledge Graph
  97. 97. MobileMoxie.com @Suzzicks
  98. 98. MobileMoxie.com @Suzzicks
  99. 99. We Need to Reconsider what IS & what IS NOT SEO…
  100. 100. OLD SEO BASICS STRONG HEADLINES HEADING & SUB HEADING TAGS SCHEMA & HREFLANG ALT TEXT LINK RELATED CONTENT MobileMoxie.com @Suzzicks
  101. 101. NEW SEO BASICS STRONG HEADLINES HEADING & SUB HEADING TAGS SCHEMA & HREFLANG ALT TEXT LINK RELATED CONTENT OPTIMIZE FOR HOSTED INCLUSIONS GMB & POSTS GOOGLE MERCHANT CENTER AUDIO, VIDEO & IMAGE ASSETS SPEAKABLE SCHEMA MobileMoxie.com @Suzzicks
  102. 102. • Track Mobile Keyword Rankings from ANYWHERE IN THE WORLD • -Specific Address • -Service Area • -City Centers • -Address CSV Upload • PROMO CODE: ENGAGE2019 --TRY OUR TOOLS– 1 MONTH FREE PROMO CODE: ENGAGE2019

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