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#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
ENTERING GOOGLE’S 

MOBILE FIRST INDEX
A CHECKLIST TO BE READY
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Google’s Mobile First Index is now here

https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Meaning that Google will now primarily crawl and index 

our Mobile Websites versions to rank them
https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
How can you know if your site has been
already migrated to the Mobile First Index?
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
“We are notifying sites that are migrating to 

mobile-first indexing via Search Console”
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
“Site owners will see significantly increased 

crawl rate from the Smartphone Googlebot”
Screaming Frog Log Analyser & SEOlyzer.io
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
“Google will show the mobile version of pages 

in Search results and Google cached pages” … oops!
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Whether your site has
been already moved
or not, here’s what you
need to make it Mobile
First ready
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
This goes beyond than passing 

Google’s Mobile Friendly Validation
https://search.google.com/test/mobile-friendly
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Google itself has shared best practices 

for each type of mobile configuration
https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
There’s no change needed for responsive Websites 

since the content is the same for mobile and desktop
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
This also happens with canonical AMP, since the 

content is the same again for both mobile and desktop

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
If you use non-canonical AMP, then this is not indexed and 

is your original Web mobile version that will be assessed
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
However, change is needed w/ dynamic Websites, since
although the URLs are the same, the HTMLs are different

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
The same happens w/ independent mobile sites, since their
HTMLs are also different and shown through separate URLs
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Here are the validations to do if you have
dynamic serving or independent mobile sites
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Your mobile site should include the same content as your
desktop one, this will be the content that will get ranked now
> MobileDesktop
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Don’t do this

> MobileDesktop
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Hiding the content of your mobile site pages 

won’t be an issue as long as it is in the HTML
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Titles and meta descriptions should be equivalent 

across both versions of your site too
Mobile
Desktop
=
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Structured data should also be present on both 

desktop as well as Mobile HTMLs as well
Mobile
Desktop
=
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Independent mobile sites will additionally 

require the following changes
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Make sure to not block your m-dot subdomain and 

that your robots.txt is consistent with the desktop one
VS
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
International sites should add hreflang annotations in the
Mobile pages too, many sites only do it in the desktop ones
Mobile
Desktop
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
You also need to update hreflang annotations in the Mobile
pages, to refer to the Mobile URLs as alternates in this case

Mobile
Desktop
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
However, you don’t need to change the independent 

mobile rel alternate and canonical tags configuration
Mobile
Desktop
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Like this, but without changing the canonical tags, 

that should keep pointing to the desktop URLs
Correct
Incorrect
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
You can easily generate the hreflang tags for your 

mobile URLs by using the hreflang generator tool
https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Besides this you
need to continue
following already
existing mobile
Web
optimisation best
practices
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Mobile pop-ups update
Avoiding intrusive mobile pop-ups and insterstitials
displayed when loading your mobile pages
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Use app banners or pop-ups that don’t cover 

the whole screen instead
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Mobile speed is also now more important with the Mobile
first index as it is becoming a ranking factor
https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti
Identify which are your slower pages with more 

mobile traffic to prioritise their speed validation
Google Analytics
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
You can check these pages loading times and top speed 

issues by using Lighthouse within Chrome’s Developers Tools
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Obtaining the resources that need to be optimised from 

the validated pages as well as the recommendations
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
If you can’t optimise your own speed at all, you can use AMP
instead as its speed will be taken into account instead
https://www.seroundtable.com/google-speed-update-25094.html
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
AMP will likely provide a faster page alternative 

by using cached pre-optimised resources
Original Mobile URL AMP URL
http://www.bbc.co.uk/newsround/43949470 https://www.bbc.co.uk/newsround/amp/43949470
https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
However, remember AMP is not a replacement 

of your own mobile site in case you don’t have one
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
You should then
revise all this by
doing a parity
Mobile vs.
Desktop Audit
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Crawl your site with the desktop and mobile Googlebots
by using SEO crawlers and compare their results
VS
Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Check out Everett’s guide to easily check and compare
desktop vs. mobile configuration and content
https://moz.com/blog/mobile-parity-audits
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
You can now use Deepcrawl’s new functionality to check
independent mobile vs. desktop pages in the same crawl

Deepcrawl
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
You will be able to validate the mobile site configuration,
crawlability, indexability and compare its content

Deepcrawl
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Last but not least:
Don’t forget to
also monitor your
organic Mobile
search activity
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Remember to register the independent mobile site profile 

in the Google Search Console to monitor its activity
Google Search Console
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Check the mobile vs. desktop queries and pages trend 

to identify issues, opportunities and gap of behaviour
Google Search Console
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
As well as any potential crawling and indexing issue to be
additionally solved following the previously shared principles
Google Search Console
#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
We ran out of time… but you should be ready now! 

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
It’s time to go


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Entering Google's Mobile First Index #SMXLondon

  • 1. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti ENTERING GOOGLE’S 
 MOBILE FIRST INDEX A CHECKLIST TO BE READY
  • 2. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Google’s Mobile First Index is now here
 https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
  • 3. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Meaning that Google will now primarily crawl and index 
 our Mobile Websites versions to rank them https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
  • 4. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti How can you know if your site has been already migrated to the Mobile First Index? #mobilefirstchecklist at #smxlondon by @aleyda from @orainti
  • 5. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti “We are notifying sites that are migrating to 
 mobile-first indexing via Search Console”
  • 6. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti “Site owners will see significantly increased 
 crawl rate from the Smartphone Googlebot” Screaming Frog Log Analyser & SEOlyzer.io
  • 7. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti “Google will show the mobile version of pages 
 in Search results and Google cached pages” … oops!
  • 8. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Whether your site has been already moved or not, here’s what you need to make it Mobile First ready #mobilefirstchecklist at #smxlondon by @aleyda from @orainti
  • 9. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti This goes beyond than passing 
 Google’s Mobile Friendly Validation https://search.google.com/test/mobile-friendly
  • 10. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Google itself has shared best practices 
 for each type of mobile configuration https://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
  • 11. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti There’s no change needed for responsive Websites 
 since the content is the same for mobile and desktop
  • 12. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti This also happens with canonical AMP, since the 
 content is the same again for both mobile and desktop

  • 13. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti If you use non-canonical AMP, then this is not indexed and 
 is your original Web mobile version that will be assessed
  • 14. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti However, change is needed w/ dynamic Websites, since although the URLs are the same, the HTMLs are different

  • 15. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti The same happens w/ independent mobile sites, since their HTMLs are also different and shown through separate URLs
  • 16. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti Here are the validations to do if you have dynamic serving or independent mobile sites
  • 17. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Your mobile site should include the same content as your desktop one, this will be the content that will get ranked now > MobileDesktop
  • 18. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Don’t do this
 > MobileDesktop
  • 19. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Hiding the content of your mobile site pages 
 won’t be an issue as long as it is in the HTML
  • 20. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Titles and meta descriptions should be equivalent 
 across both versions of your site too Mobile Desktop =
  • 21. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Structured data should also be present on both 
 desktop as well as Mobile HTMLs as well Mobile Desktop =
  • 22. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Independent mobile sites will additionally 
 require the following changes #mobilefirstchecklist at #smxlondon by @aleyda from @orainti
  • 23. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Make sure to not block your m-dot subdomain and 
 that your robots.txt is consistent with the desktop one VS
  • 24. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti International sites should add hreflang annotations in the Mobile pages too, many sites only do it in the desktop ones Mobile Desktop
  • 25. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti You also need to update hreflang annotations in the Mobile pages, to refer to the Mobile URLs as alternates in this case
 Mobile Desktop
  • 26. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti However, you don’t need to change the independent 
 mobile rel alternate and canonical tags configuration Mobile Desktop
  • 27. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Like this, but without changing the canonical tags, 
 that should keep pointing to the desktop URLs Correct Incorrect
  • 28. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti You can easily generate the hreflang tags for your 
 mobile URLs by using the hreflang generator tool https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
  • 29. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Besides this you need to continue following already existing mobile Web optimisation best practices #mobilefirstchecklist at #smxlondon by @aleyda from @orainti
  • 30. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Mobile pop-ups update Avoiding intrusive mobile pop-ups and insterstitials displayed when loading your mobile pages https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
  • 31. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Use app banners or pop-ups that don’t cover 
 the whole screen instead
  • 32. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Mobile speed is also now more important with the Mobile first index as it is becoming a ranking factor https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
  • 33. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti#mobilefirstseo at #TuringFest by @aleyda from @orainti Identify which are your slower pages with more 
 mobile traffic to prioritise their speed validation Google Analytics
  • 34. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti You can check these pages loading times and top speed 
 issues by using Lighthouse within Chrome’s Developers Tools
  • 35. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Obtaining the resources that need to be optimised from 
 the validated pages as well as the recommendations
  • 36. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti If you can’t optimise your own speed at all, you can use AMP instead as its speed will be taken into account instead https://www.seroundtable.com/google-speed-update-25094.html
  • 37. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti AMP will likely provide a faster page alternative 
 by using cached pre-optimised resources Original Mobile URL AMP URL http://www.bbc.co.uk/newsround/43949470 https://www.bbc.co.uk/newsround/amp/43949470 https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
  • 38. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti However, remember AMP is not a replacement 
 of your own mobile site in case you don’t have one
  • 39. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti You should then revise all this by doing a parity Mobile vs. Desktop Audit #mobilefirstchecklist at #smxlondon by @aleyda from @orainti
  • 40. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Crawl your site with the desktop and mobile Googlebots by using SEO crawlers and compare their results VS Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
  • 41. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Check out Everett’s guide to easily check and compare desktop vs. mobile configuration and content https://moz.com/blog/mobile-parity-audits
  • 42. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti You can now use Deepcrawl’s new functionality to check independent mobile vs. desktop pages in the same crawl
 Deepcrawl
  • 43. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti You will be able to validate the mobile site configuration, crawlability, indexability and compare its content
 Deepcrawl
  • 44. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Last but not least: Don’t forget to also monitor your organic Mobile search activity #mobilefirstchecklist at #smxlondon by @aleyda from @orainti
  • 45. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Remember to register the independent mobile site profile 
 in the Google Search Console to monitor its activity Google Search Console
  • 46. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti Check the mobile vs. desktop queries and pages trend 
 to identify issues, opportunities and gap of behaviour Google Search Console
  • 47. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti As well as any potential crawling and indexing issue to be additionally solved following the previously shared principles Google Search Console
  • 48. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti We ran out of time… but you should be ready now! 

  • 49. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti It’s time to go