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Mobile-First SEO: The SEO Specialist Edition #SEOandLove

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How to refocus an SEO process to become mobile first? Check out the steps, criteria and tools that SEO specialists can use for a Mobile First SEO process.

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Mobile-First SEO: The SEO Specialist Edition #SEOandLove

  1. 1. Mobile-First SEO #mobilefirstseo at #seoandlove by @aleyda from @orainti The SEO Specialist Edition
  2. 2. Ciao #seoandlove #mobilefirstseo at #seoandlove by @aleyda from @orainti
  3. 3. I’m Aleyda Solis #mobilefirstseo at #seoandlove by @aleyda from @orainti
  4. 4. ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO BITLY.COM/LIBROSEOALEYDA I PublishI Share I’m Aleyda Solis #mobilefirstseo at #seoandlove by @aleyda from @orainti
  5. 5. I Blog I Speak I’m Featured I’m Aleyda Solis #mobilefirstseo at #seoandlove by @aleyda from @orainti
  6. 6. I help companies to connect with them #mobilefirstseo at #seoandlove by @aleyda from @orainti
  7. 7. Search is now mostly mobile driven http://searchengineland.com/report-nearly-60- percent-searches-now-mobile-devices-255025 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  8. 8. And will also become mobile-based with 
 the upcoming Google Mobile-First Index https://webmasters.googleblog.com/ 2016/11/mobile-first-indexing.html http://searchengineland.com/google-begins-experimenting- mobile-first-index-hopes-expand-upcoming-months-262527 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  9. 9. Ranking signals will come from your
 mobile Web presence and not Desktop http://searchengineland.com/faq- google-mobile-first-index-262751 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  10. 10. And at some point Google will 
 switch to a Mobile-Only Index http://searchengineland.com/faq- google-mobile-first-index-262751 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  11. 11. Mobile can already provide these visibility & traffic results #mobilefirstseo at #seoandlove by @aleyda from @orainti
  12. 12. This Growth surpassing Desktop traffic #mobilefirstseo at #seoandlove by @aleyda from @orainti
  13. 13. This Revenue #mobilefirstseo at #seoandlove by @aleyda from @orainti
  14. 14. However most Websites have 
 an issue converting with it http://www.monetate.com/blog/ ecommerce-benchmarks-q4-2016 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  15. 15. Due to clear challenges 
 with Mobile Optimization https://www.thinkwithgoogle.com/articles/three-ways- mobile-is-changing-canadians-expectations.html #mobilefirstseo at #seoandlove by @aleyda from @orainti
  16. 16. I bet this is not a surprise ;) https://twitter.com/Oatmeal/ status/810905426132799488 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  17. 17. It happens in Italy too https://www.consumerbarometer.com/ #mobilefirstseo at #seoandlove by @aleyda from @orainti
  18. 18. Let’s fix this with a 
 Mobile-First SEO Process #mobilefirstseo at #seoandlove by @aleyda from @orainti
  19. 19. How is your Mobile Targeted Content performing? How Mobile users & search crawlers see your content? How your audience search using mobile devices? #mobilefirstseo at #seoandlove by @aleyda from @orainti
  20. 20. Which queries are your visitors using to search for your top services on mobile? Google Search Console #mobilefirstseo at #seoandlove by @aleyda from @orainti
  21. 21. How do these differentiate from the 
 ones searched from desktop devices? #mobilefirstseo at #seoandlove by @aleyda from @orainti
  22. 22. Are you already effectively 
 targeting them with your content? #mobilefirstseo at #seoandlove by @aleyda from @orainti
  23. 23. SimilarWeb Verify your competitors mobile 
 traffic & organic search share #mobilefirstseo at #seoandlove by @aleyda from @orainti
  24. 24. The mobile traffic trend over time as well as ranked queries, positions & URLs #mobilefirstseo at #seoandlove by @aleyda from @orainti
  25. 25. Are the same mobile queries 
 bringing visibility to them? Sistrix #mobilefirstseo at #seoandlove by @aleyda from @orainti
  26. 26. Compare to identify opportunities #mobilefirstseo at #seoandlove by @aleyda from @orainti
  27. 27. Expand them taking conversational 
 queries into consideration http://searchengineland.com/google-reveals-20- percent-queries-voice-queries-249917 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  28. 28. What kind of product research 
 people do in their smartphones? #mobilefirstseo at #seoandlove by @aleyda from @orainti
  29. 29. Get ideas KWFinder #mobilefirstseo at #seoandlove by @aleyda from @orainti
  30. 30. Discover Brands KWFinder #mobilefirstseo at #seoandlove by @aleyda from @orainti
  31. 31. Compare Products KWFinder #mobilefirstseo at #seoandlove by @aleyda from @orainti
  32. 32. Look for opinions KWFinder #mobilefirstseo at #seoandlove by @aleyda from @orainti
  33. 33. Identify and prioritize those relevant queries with higher mobile search share Google Keyword Planner #mobilefirstseo at #seoandlove by @aleyda from @orainti
  34. 34. Think on the intent, context & immediacy http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/ #mobilefirstseo at #seoandlove by @aleyda from @orainti
  35. 35. How is your Mobile Targeted Content performing? How Mobile users & search crawlers see your content? How your audience search using mobile devices? #mobilefirstseo at #seoandlove by @aleyda from @orainti
  36. 36. It’s critical to have a Mobile Web version. 
 There are 3 main alternatives. https://developers.google.com/ webmasters/mobile-sites/mobile-seo/ Responsive Web Design Dynamic Serving Independent Mobile Site #mobilefirstseo at #seoandlove by @aleyda from @orainti
  37. 37. The 3 have do’s & dont’s Responsive Web Design Dynamic Serving Independent Mobile Site Don’t block images, css & js resources. Include the Vary: User-Agent 
 HTTP header Identify & serve the relevant Web version to the right user agent Implement Rel alternate & canonical Tags between mobile & desktop URLs. 
 Implement 301-redirects between mobile & desktop to refer the user agent to the relevant Web version #mobilefirstseo at #seoandlove by @aleyda from @orainti
  38. 38. Also pros & cons! Choose based on the identified audience behavior, business & tech requirements https://www.thinkwithgoogle.com/articles/ building-websites-multi-screen-consumer.html #mobilefirstseo at #seoandlove by @aleyda from @orainti
  39. 39. This configuration doesn’t need 
 to change with the mobile first index too https://developers.google.com/ webmasters/mobile-sites/mobile-seo/ #mobilefirstseo at #seoandlove by @aleyda from @orainti
  40. 40. But is your site really mobile friendly? http://searchengineland.com/faq-google- mobile-first-index-262751 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  41. 41. Verify for yourself by using 
 Chrome’s DevTools Device Mode bit.ly/chromedevicemode #mobilefirstseo at #seoandlove by @aleyda from @orainti
  42. 42. Look also for already identified issues 
 in the GSC Mobile Usability report #mobilefirstseo at #seoandlove by @aleyda from @orainti
  43. 43. Double check for problems 
 with Google’s Mobile-Friendly Test https://search.google.com/ search-console/mobile-friendly #mobilefirstseo at #seoandlove by @aleyda from @orainti
  44. 44. Be mindful of blocked resources issues &
 false-positives on optimization status too #mobilefirstseo at #seoandlove by @aleyda from @orainti
  45. 45. You can directly validate if all of your site pages pass the Mobile validation by using URLProfiler #mobilefirstseo at #seoandlove by @aleyda from @orainti
  46. 46. To easily identify which ones fail and why #mobilefirstseo at #seoandlove by @aleyda from @orainti
  47. 47. Simulate Googlebot for Smartphones
 and crawl your site w/ JS rendering Screaming Frog #mobilefirstseo at #seoandlove by @aleyda from @orainti
  48. 48. Verify if the mobile crawler sees the same than a user when accessing your site pages #mobilefirstseo at #seoandlove by @aleyda from @orainti
  49. 49. See if there are blocked pages or 
 resources that need to be accessed #mobilefirstseo at #seoandlove by @aleyda from @orainti
  50. 50. Check if there are faulty redirects, canonicalization issues & errors to fix #mobilefirstseo at #seoandlove by @aleyda from @orainti
  51. 51. The ideal is to also directly validate the mobile bots behavior in your log files #mobilefirstseo at #seoandlove by @aleyda from @orainti Screaming Frog
  52. 52. Match your log data with your own crawled one to compare the identified URls #mobilefirstseo at #seoandlove by @aleyda from @orainti
  53. 53. And if there are inconsistencies between the requested Urls response codes #mobilefirstseo at #seoandlove by @aleyda from @orainti
  54. 54. http://searchengineland.com/google-says-page-speed-ranking-factor- use-mobile-page-speed-mobile-sites-upcoming-months-250874 It’s also critical to make sure your mobile site pages load really fast #mobilefirstseo at #seoandlove by @aleyda from @orainti
  55. 55. Identify the load times of your 
 top pages directly in Google Analytics #mobilefirstseo at #seoandlove by @aleyda from @orainti
  56. 56. Use Chrome’s DevTools Network & Audits to 
 emulate & see the resources are causing the delay #mobilefirstseo at #seoandlove by @aleyda from @orainti
  57. 57. Double-Verify and prioritize with 
 Google’s PageSpeed Insights Tool https://developers.google.com/ speed/pagespeed/insights/ #mobilefirstseo at #seoandlove by @aleyda from @orainti
  58. 58. You can easily validate all of your site pages speed by using Google API with URLProfiler URLProfiler #mobilefirstseo at #seoandlove by @aleyda from @orainti
  59. 59. To also spot which issues are negatively affecting to most of your pages #mobilefirstseo at #seoandlove by @aleyda from @orainti
  60. 60. What about implementing AMP 
 to improve your speed issues? searchengineland.com/amp-top- stories-now-live-243314 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  61. 61. Mobile Responsive Non-AMP Mobile AMP To deliver a faster & safer Mobile Web experience, even if you already have a mobile Web version #mobilefirstseo at #seoandlove by @aleyda from @orainti
  62. 62. It’s now a requirement to be included in the news carousel and can provide extra visibility AMP article rich results
 Can be free-standing in the results page, or embedded in a carousel of similar result types. All AMP article rich results are also rich results. AMP non-rich results
 A basic, non-graphical search result pointing to the AMP page. #mobilefirstseo at #seoandlove by @aleyda from @orainti
  63. 63. The additional organic search visibility 
 & traffic can be impressive #mobilefirstseo at #seoandlove by @aleyda from @orainti
  64. 64. Be careful showing what can be a over-simplified 
 mobile AMP experience when using plugins though Mobile Responsive Non-AMP Mobile AMP <> #mobilefirstseo at #seoandlove by @aleyda from @orainti
  65. 65. This can end-up boosting visibility 
 but lowering your engagement #mobilefirstseo at #seoandlove by @aleyda from @orainti
  66. 66. Mobile Non-AMP Mobile AMP = The goal is to provide the most consistent user experience through your “extended” AMP pages #mobilefirstseo at #seoandlove by @aleyda from @orainti
  67. 67. Usually when you’re in one of these scenarios You’re in the media, news industry or have a blog Your current mobile page speed sucks You can personalize AMP to have a similar UX & functionality than your current site #mobilefirstseo at #seoandlove by @aleyda from @orainti You don’t have a mobile version or an independent one ideally
  68. 68. Verify that your content type & 
 functionality are AMP supported https://www.ampproject.org/ es/roadmap/ https://www.ampproject.org/ docs/reference/components #mobilefirstseo at #seoandlove by @aleyda from @orainti
  69. 69. Follow OnPage’s AMP Checklist
 for a correct implementation https://en.onpage.org/ knowledge-base/tutorials/amp/ #mobilefirstseo at #seoandlove by @aleyda from @orainti
  70. 70. If you use a CMS like Wordpress, use existing plugins to facilitate the configuration https://wordpress.org/ plugins-wp/amp/ https://wordpress.org/plugins- wp/glue-for-yoast-seo-amp/ #mobilefirstseo at #seoandlove by @aleyda from @orainti
  71. 71. Monitor potential errors in the GSC AMP Report #mobilefirstseo at #seoandlove by @aleyda from @orainti
  72. 72. Prioritize to fix “critical” issues affecting 
 most & more important pages #mobilefirstseo at #seoandlove by @aleyda from @orainti
  73. 73. It can be a rollercoaster, although one with a positive trend if critical errors are handled #mobilefirstseo at #seoandlove by @aleyda from @orainti
  74. 74. To maximize your mobile search visibility #mobilefirstseo at #seoandlove by @aleyda from @orainti
  75. 75. Check out my AMP presentation
 for more tools, examples & scenarios http://www.slideshare.net/aleydasolis/ setting-amp-for-success-at-digitalolympus #mobilefirstseo at #seoandlove by @aleyda from @orainti
  76. 76. Your Mobile content 
 should be optimized too http://searchengineland.com/faq- google-mobile-first-index-262751 #mobilefirstseo at #seoandlove by @aleyda from @orainti
  77. 77. Although it will be ok to hide it on Mobile #mobilefirstseo at #seoandlove by @aleyda from @orainti =
  78. 78. https://webmasters.googleblog.com/2016/08/ helping-users-easily-access-content-on.html It’s critical to facilitate its access 
 avoiding interstitials & pop-ups #mobilefirstseo at #seoandlove by @aleyda from @orainti
  79. 79. Don’t do this #mobilefirstseo at #seoandlove by @aleyda from @orainti
  80. 80. Or this might happen #mobilefirstseo at #seoandlove by @aleyda from @orainti https://www.sistrix.com/blog/pinterst- com-hit-googles-interstitials-update/
  81. 81. You can use app banners instead https://developer.android.com/ distribute/users/banners.html #mobilefirstseo at #seoandlove by @aleyda from @orainti
  82. 82. Use GSC to check how Google render your key pages content on both mobile & desktop Desktop Mobile #mobilefirstseo at #seoandlove by @aleyda from @orainti
  83. 83. Verify if your mobile crawled content is also correctly rendered #mobilefirstseo at #seoandlove by @aleyda from @orainti
  84. 84. If it really answer to the 
 identified mobile queries #mobilefirstseo at #seoandlove by @aleyda from @orainti Open Times Address & Phone Reservation Photos & Reviews Ratings
  85. 85. Be mindful of adding the relevant structured data to mark it up http://www.thesempost.com/details-googles- mobile-first-indexing-change/#Structured_Data #mobilefirstseo at #seoandlove by @aleyda from @orainti
  86. 86. Use Schema.org with Json-LD to specify the meaning of the supported information https://developers.google.com/search/ docs/guides/mark-up-content #mobilefirstseo at #seoandlove by @aleyda from @orainti
  87. 87. We can additionally obtain extra visibility 
 in mobile SERPs with Rich Snippets & Cards #mobilefirstseo at #seoandlove by @aleyda from @orainti
  88. 88. Identify more opportunities to generate featured snippets by analyzing your competitors semrush #mobilefirstseo at #seoandlove by @aleyda from @orainti
  89. 89. You can directly test their implementation using the Structured Data Testing Tool #mobilefirstseo at #seoandlove by @aleyda from @orainti
  90. 90. As well as verify how they will look 
 in mobile search results #mobilefirstseo at #seoandlove by @aleyda from @orainti
  91. 91. To make the most out of them 
 and maximize your mobile search CTR #mobilefirstseo at #seoandlove by @aleyda from @orainti
  92. 92. How is your Mobile Targeted Content performing? How Mobile users & search crawlers see your content? How your audience search using mobile devices? #mobilefirstseo at #seoandlove by @aleyda from @orainti
  93. 93. Identify which of the targeted queries are bringing you the highest rankings, traffic & revenue SEOmonitor #mobilefirstseo at #seoandlove by @aleyda from @orainti
  94. 94. If the right pages are being ranked & attracting traffic & conversions for their relevant queries #mobilefirstseo at #seoandlove by @aleyda from @orainti
  95. 95. How your ranked pages are shown in mobile results and the gap vs. your competition serpchecker #mobilefirstseo at #seoandlove by @aleyda from @orainti
  96. 96. Look also for gaps between mobile & desktop ranked pages & queries to refine & expand #mobilefirstseo at #seoandlove by @aleyda from @orainti
  97. 97. To continue identifying more mobile opportunities 
 in an optimized environment to drive growth :) #mobilefirstseo at #seoandlove by @aleyda from @orainti
  98. 98. Grazie! #mobilefirstseo at #seoandlove by @aleyda from @orainti Con il patrocinio del Comune di Verona Assessorato al Commercio