Aleyda solis-seo-mobile-brightonseo-upd-120914091452-phpapp01

7 things you need to know about Mobile SEO
... Sherlock Style.

http://bit.ly/domobileseo

Aleyda Solis, International SEO Consultant at Forex Club and Orainti.
Follow at @aleyda or read in www.aleydasolis.com.

7 Things you need to know about #mobileSEO by @Aleyda

A new mobile site has been launched and now they tell me I have
to do SEO for it... this is a disaster. I need to call Sherlock!


I built that f**** mobile site!


Moriarty built that mobile site, no
wonder it’s horrendous for SEO!
I know... But what could
I have done?


Wrong Answer!


I’m going to show you how to
start doing Mobile SEO!
Oh please...


Here are the 7 things you must know to start doing Mobile SEO...
Sherlock Style!


1. What’s Your Mobile Audience Behaviour in your Site

To know if your site really has mobile visitors at the moment, if they’re enough to compensate
building a mobile version, what type of content they’re looking for and prioritize it when building
the mobile site.


1. What’s Your Mobile Audience Behaviour in your Site

www.google.com/analy-cs/

Use Google Analytics to create a segment for organic mobile traffic to easily identify its
volume, trend, devices, most popular landing pages and keywords used.


2. What’s Your Site Behaviour in Mobile Search Results

To see how your site is already appearing in Google’s search results and -if it’s appearing at all-,
what are the keywords and pages that are already obtaining visibility to prioritize when building
the mobile site.


2. What’s Your Site Behaviour in Mobile Search Results

www.google.com/webmasters/tools/

Use Google Webmaster Tools to see the top queries and pages showing in Google’s
mobile search results.


3. What’s Your Audience Behaviour in Google’s Mobile Search

To verify how your audience is already searching in Google Mobile, how they’re searching, the
keywords used and if there’s room to grow for your present mobile traffic.


3. What’s Your Audience Behaviour in Google’s Mobile Search

www.thinkwithgoogle.com/mobileplanet/

adwords.google.com/o/KeywordTool

Use Google’s Keyword Tool mobile filter to see the keywords your audience search with
from their mobile and Google’s Our Mobile Planet to check how they use mobile devices.


4. What’s Your Site Behaviour with Mobile Devices

To check how your site looks on the devices that are used by your mobile visitors at the moment
and the specific aspects you need to take into consideration when enabling your mobile version.


4. What’s Your Site Behaviour with Mobile Devices
www.howtogomo.com/en-‐gb/d/test-‐your-‐site/

developers.google.com/speed/pagespeed/insights
www.google.com/webmasters/tools/

Use Google’s Getmometer, PageSpeed Insights and Google Webmaster Tools “Fetch as
Google mobile bot” to test how your mobile visitors and bots reach and see your site.


5. What’s Your Content and Product Offer for a Mobile Audience

To identify the type of content and product offering you look to provide to mobile users:
Is it the same than for the desktop site? How can you make it more mobile friendly?


5. What’s Your Content and Product Offer for a Mobile Audience
Mobilized Look and Feel Geolocalized content Reorganized Offer

Validate with the previously gathered data if your mobile users are looking for localized or
mobile oriented content. Do you have a specific offering or the capacity to develop it?


6. What’s Your Technical Capacity to develop a Mobile Site

If your site is not correctly shown in the mobile devices used by your visitors and potential audience
what’s your capacity to redesign your site to make it responsive, dynamically serve content or build
a parallel mobile version.


Mobile Site Alternatives Pros & Cons
Responsive Web Design Dynamic Serving Parallel Mobile Site
Pros Pros Pros
* 1 URL for both versions, no duplication * 1 URL for both versions, no duplication * Easier implementation
* Easier and cheaper to maintain * Popularity consolidation * Capacity to differentiate mobile content
* Popularity consolidation * Capacity to differentiate mobile content * Better mobile user experience
* No need for redirections * Better mobile user experience
Cons
Cons Cons * Content duplication risk
* Possible redesign need * Complexity of technical implementation * Split of link popularity
* Less differentiation of Mobile Content * Higher cost of maintenance * Higher cost of maintenance
* Lower mobile focused user experience

All alternatives have Pros and Cons and although the ideal one is going responsive it might
not be suitable depending on your technical capacity and content differentiation needs.


SEO Best Practices
Responsive Web Design Dynamic Serving Parallel Mobile Site
* Allow search engines to crawl page’s assets (css, * Server needs to respond with different HTML on the * Enable a consistent mobile URL structure under
js, images). same URL depending on the user agent requesting a “m” subdomain.
the page: Mobile users and bots should see a
* Beware of elements that might not display different, mobile specific version. * Use HTTP 301 directions to refer mobile users
effectively in mobiles (large images, javascript, and bots to the mobile version.
videos, etc). * Use the Vary HTTP header “User Agent” to help
Googlebot discover your mobile-optimized content * Add link rel="alternate" tags pointing to the
* Use a CMS or Framework to facilitate the faster. corresponding mobile URL and link
implementation. rel="canonical" tags to desktop URLs.

* Include a link to the relevant desktop page.

* Generate a XML mobile Sitemap.

* Make sure to optimize page speed, especially important for mobile due to bandwidth restrictions.
* Validate that your mobile users see the same than the mobile search bots and avoid cloaking.

Take a look at Google’s recommendations to build mobile optimized Websites:
https://developers.google.com/webmasters/smartphone-sites/


7. Based on the previous aspects, decide on the type of Mobile Web you need

Depending on the audience behaviour searching on Google and visiting your site, your present
mobile Web situation, technical capacity, content and product offering decide on the type of
Mobile site that suits you best.


7. Based on the previous aspects, decide on the type of Mobile Web you need

h<p://www.stateofsearch.com/mobile-‐seo-‐recommenda-ons/

Follow this flowchart to decide if you should build a new responsive site, implement a dynamic
serving one or build a parallel mobile version depending on your situation.


Now you’re ready to create and optimize a Mobile Site

... and you can make it look good too!


WTF! They made the
Mobile site SEO Friendly


Haha... Yes!
Sherlock 1 - Moriarty 0


Start doing #MobileSEO... Sherlock Style Now!


Thank you #BrightonSEO

Download the presentation from: http://bit.ly/domobileseo

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