How to make the most out of mobile search? From Google's mobile first index, to rich results, to AMP & PWAs... take a look at the possibilities, steps, criteria and tools to use.
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Winning SEO in a Mobile First World #Ungagged
1. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
WINNING SEO IN A
MOBILE FIRST WORLDFROM THE MOBILE FIRST INDEX TO AMP, VOICE SEARCH & PWA
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
2. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Welcome to a mobile first world
3. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/search/#?platforms=Mobile
The primary usage of mobile devices brings
a new world of search opportunities
4. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as some ridiculous issues
Would you be willing to give up your Mobile phone?
5. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Let’s avoid focusing on those for our own good though
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
6. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/
Mobile search has had a steady growth
across most industries in the last years
7. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.sistrix.com/mobile-seo/
As well as in most countries, including the UK
8. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s time to make sure you own it
9. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Let’s start by
understanding
mobile
audience
behaviour to
better connect
with them
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
10. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf
Mobile has changed user search behaviour, as we expect
immediate answers to assist us wherever we go
11. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf
This search behaviour driven by intent, context & immediacy
has been summarised in the now called “micro-moments”
12. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/
They are known to be highly localised..
13. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/mobile-search-behavior/
..as well as conversational
14. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Welcome to the voice search era
https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
15. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Never mind if you can’t specify the actual share of queries
https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
16. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
These are not coming largely from smart/voice
assistants though, at least yet
https://www.sistrix.com/blog/stepping-out-of-the-seo-bubble/
18. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
This doesn’t mean voice assistants won’t play a significant
role but their adoption is just not there yet…
https://www.sistrix.com/blog/stepping-out-of-the-seo-bubble/
19. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
People are still just learning about them
https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
21. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Let’s keep our eyes open though following-up
with its evolution
https://voicesearch.com/
22. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
How are voice queries different? How can we target them
independently from where they are coming from?
https://go.seoclarity.net/hubfs/docs/research/seoclarity_whitepaper_next-generation-search-voice.pdf
CONVERSATIONAL
LONG-TAIL
QUERIES
PERSONAL, FIRST
PERSON
QUESTIONS
CLEAR INTENT
THAT IS HIGHLY
LOCALISED AND
IMMEDIATE
23. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
They are full questions, in natural language
https://moz.com/blog/the-step-by-step-guide-to-testing-voice-search
24. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
They are also used through the different phases of the
customer journey, to research, buy and look for support
https://www.consumerbarometer.com/
25. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Think that “the sort of advice people once sought
from friends, they now expect to get from their phones”
https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
26. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
People are now using search as a personal advisor
https://www.thinkwithgoogle.com/consumer-insights/personal-needs-search-trends/
27. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Ok! So how can you leverage this in your existing
keyword research process?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
28. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Identify mobile queries already bringing more visibility
to your site and compare them vs. your desktop ones
Google Search Console
29. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Which are those that have a higher number of impressions
on mobile, w/ more clicks and best rankings already?
30. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Look at assistants’ voice commands to identify queries
patterns that you can use as an input for your own research
https://www.cnet.com/how-to/google-home-complete-list-of-commands/
31. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Use them to identify conversational queries with high mobile
popularity that you can target directly to give an answer to
32. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Expand this list by doing the same with additionally ranked
mobile queries found in third party keywords indexes
Sistrix
33. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Identify those that are also triggering featured snippets,
rich, multimedia and AMP results
Sistrix
34. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Check those queries that you’re not yet ranking for
in the top positions but that are highly relevant for you
Sistrix
35. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Verify which mobile queries are bringing more visibility
to your competitors that you’re still not targeting
semrush
37. #winningmobilefirst at @ungaggeduk @aleyda from @oraintisemrush
Based on the terms w/ highest relevance generate queries
ideas by using keyword research tools w/ questions support
38. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or use tools that completely focus on generating
conversational queries ideas like Answer The Public
https://answerthepublic.com/
39. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Validate the mobile popularity for your selected queries
by using Google’s keyword planner “device” filter
https://adwords.google.com/ko/KeywordPlanner/
40. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Once you select the relevant queries to target and prioritise
from a mobile perspective, track and validate the numbers
seomonitor
41. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Now you know where you stand and which should be the top
mobile queries to target to connect with your audience
42. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Next, you need
to maximise
your Mobile
SERP visibility
for your
targeted
queries
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
43. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
How different are Mobile search results CTR?
https://www.sistrix.com/downloads/study/sistrix_mobile_seo_study_en.pdf
44. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
The real difference is that there are many more
“no clicks” searches than in desktop
https://sparktoro.com/blog/new-data-how-googles-organic-paid-ctrs-have-changed-2015-2018/
45. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can “blame” SERP features in mobile results looking to
give final answers, especially local packs and instant answers
https://www.rankranger.com/mobile-serp-features
46. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Since we have time constrains, let’s focus on improving
your mobile SERP visibility through Featured Snippets
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
47. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Although there are “answer boxes” (knowledge graph
powered) targeting simple queries easily to be satisfied
48. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
There are more complex queries showing featured snippets
that will give more visibility while incentivising users to click
Text List Video
49. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
They’re shown at the top of mobile SERPs, with a higher
visibility than other features…
Featured Snippet
50. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Appearing in a Featured Snippet may also help
you rank in Google Home’s voice search results
https://backlinko.com/voice-search-seo-study
51. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
The best is that you can actually optimise for them too
52. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s important to understand that mobile featured snippets
are mainly shown from the top 5 ranked positions
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
53. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Questions, prepositions, and comparisons
dominate featured snippet results…
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
54. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Look for those queries already triggering featured snippets
for your site and segment them based on the question type
sistrix
55. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can also check which result is the “next in line” to be
included as an answer by looking yourself in Google
56. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Do the same w/ competitors as well as identifying additional
snippets shown that will help you format your content
sistrix
57. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Use the identified queries as an input to look for more to
trigger featured snippets that you can also target
semrush
58. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Refine your already selected queries based on this and
monitor their SERP features and see when you’re included
seomonitor
59. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Do the same with your competitors to identify opportunities
in featured snippets results they might attract over time
seomonitor
60. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
When optimising for them take into consideration that 89%
of questions are shown as paragraph featured snippets
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
61. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
But price related comparisons perform betters in tables
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
62. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Format your content following the characteristics in
length and organisation of currently ranked pages
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/
63. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as those identified in the content ranking for
Google Home answer results, which are highly similar
https://backlinko.com/voice-search-seo-study
64. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Most of the analysis show a high correlation with well
structured informational targeted content
https://go.seoclarity.net/hubfs/docs/research/seoclarity_whitepaper_next-generation-search-voice.pdf
65. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Take also into consideration the criteria used by the
Google Assistant to evaluate speech results quality
https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html
66. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Besides the information satisfaction they use length,
formulation and potential elocution of your content
https://ai.googleblog.com/2017/12/evaluation-of-speech-for-google.html
67. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
If you follow all this into consideration I expect to
see your top ranked results as a featured snippet
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
68. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
But of course,
you need to
rank well first …
here’s how to
do it in Google’s
Mobile First
Index
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
69. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Google’s Mobile First Index is now here
https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
70. #winningmobilefirst at @ungaggeduk @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
71. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
How can you know if your site has been already
migrated to the Mobile First Index?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
72. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You’ll receive a notification like this one
through the Google Search Console
73. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You’ll see a significant increase of your
crawl rate from the Smartphone Googlebot
Screaming Frog Log Analyser & SEOlyzer.io
74. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Google should show the mobile version of pages in Search
results and the cache but at the moment a 404 is shown there
75. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Whether your site has been already moved or not,
here’s what you need to make it Mobile First ready
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
76. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
This goes beyond than passing Google’s Mobile Friendly
Validation … which can show false positives, like this one
https://search.google.com/test/mobile-friendly
This is just a
landing page
referring to the
app as they don’t
have a full mobile
site
77. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Mobile pop-ups update
As well as avoiding mobile accessibility, indexability and
“all screen” mobile pop-ups issues that are penalized
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
78. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
For which we can easily use mobile app banners or
pop-ups that don’t cover the whole screen instead
79. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.thinkwithgoogle.com/consumer-insights/consumer-mobile-brand-content-interaction/
Remember that people don’t like to be interrupted
with an intrusive experience
80. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
There’s also no change needed for responsive Websites
since the content is the same for mobile and desktop
81. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
This also happens with canonical AMP, since the
content is the same again for both mobile and desktop
82. #winningmobilefirst at @ungaggeduk @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
83. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
However, change is needed w/ dynamic Websites, since
although the URLs are the same, the HTMLs are different
84. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
The same happens w/ independent mobile sites, since their
HTMLs are also different and shown through separate URLs
85. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
So if you have whether an independent or dynamic serving
site you will need to do the following validations & changes
86. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Your mobile site should include the same content as your
desktop one, as this will be the content to be ranked now
> MobileDesktop
88. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Hiding the content of your mobile site pages
won’t be an issue as long as it is in the HTML
89. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Titles and meta descriptions should be equivalent
across both versions of your site too
Mobile
Desktop
=
90. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Structured data should also be present on both
desktop as well as Mobile HTMLs as well
Mobile
Desktop
=
91. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Additionally, independent mobile sites will
require the following changes too
92. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Btw, if you think they are already a thing of the past…
I got a surprise for you
93. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Make sure to not block your m-dot subdomain and
that your robots.txt is consistent with the desktop one
VS
94. #winningmobilefirst at @ungaggeduk @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
95. #winningmobilefirst at @ungaggeduk @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
96. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
However, you don’t need to change the independent
mobile rel alternate and canonical tags configuration
Mobile
Desktop
97. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Like this, but without changing the canonical tags,
that should keep pointing to the desktop URLs
Correct
Incorrect
98. #winningmobilefirst at @ungaggeduk @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/
99. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
You should then revise all this by doing a
Mobile vs. Desktop parity audit
100. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Crawl your site with the desktop and mobile Googlebots
by using SEO crawlers and compare their results
Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
VS
101. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can easily compare the crawls with many
of the best known SEO crawlers directly
Mobile Desktop
102. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can also use Deepcrawl’s new functionality to check
independent mobile vs. desktop pages in the same crawl
Deepcrawl
103. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You will be able to validate the mobile site configuration,
crawlability, indexability and compare its content
Deepcrawl
104. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Do also JS crawls for both mobile and desktop to identify
potential gaps and verify the site content rendering
105. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Verify differences between the js vs. html crawls as well as
differences between the rendered and response HTML
106. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Check the smartphone googlebot is correctly rendering
your mobile content w/ the Search Console Fetch & Render
107. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
If you don’t have access to the Search Console
you can use the Google Mobile Validator
108. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://technicalseo.com/seo-tools/fetch-render/
As well as the Fetch & Render as any bot tool
109. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or Fetch & Render any site with the iframe hack
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.screamingfrog.co.uk/how-to-fetch-render-any-site/
110. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
VS
https://www.domain.com/fetch-and-render/?url=https://www.asos.com/women/&type=desktop
https://www.domain.com/fetch-and-render/?url=https://www.asos.com/women/&type=mobile
Like this
111. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can download the page code from github
#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://github.com/screamingfrog/fetch-and-render
112. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Remember to register the independent mobile site profile
in the Google Search Console to monitor its activity
Google Search Console
113. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Use the new Search Console Index coverage to identify
any remaining crawling and indexing issue to fix
Google Search Console
114. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
As well as the performance to follow-up w/ the mobile vs.
desktop queries and pages to identify opportunities
Google Search Console
115. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
Easy peasy! You should be able to keep your mobile rankings
in a mobile first index. Let’s see the next opportunity…
116. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Fulfilling your
need for
speed… with
AMP?
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
117. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
The goal of your AMP optimisation process should be
then to maximise your AMP results…
118. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.semrush.com/blog/amp-mistakes-semrush-study/
Avoiding common implementation errors that won’t allow
you to serve your AMP pages in Mobile SERPs
119. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://kinsta.com/blog/disable-google-amp/
While implementing it in relevant scenarios where it is
feasible to achieve results aligned with the Website goals
120. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.seroundtable.com/google-amp-canonical-ranking-23308.html
Don’t use AMP expecting it
to be an organic search ranking factor
121. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Or to become a replacement of your own
mobile site in case you don’t have one
122. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
AMP will be usually relevant in these 3 scenarios
You’re building a new
site and AMP offers the
best way to implement
your desired
functionality so you will
use it as a canonical
version for it
Your own mobile site
speed issues can’t and
won’t be fixed in the
mid-long term
You need to be
included in Google’s
Top Stories Carousel
ASAP and can’t wait
any longer*
You can replicate your
original mobile Website
look and feel,
functionality and
content with AMP
Ok, use AMP
* https://amphtml.wordpress.com/2018/01/09/improving-urls-for-amp-pages/amp/
123. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Is this your case? If so, then here’s
how to maximise your AMP results…
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
124. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Verify if your required Web functionalities can be
developed w/ AMP by revising its specification
https://www.ampproject.org/docs/reference/components
125. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
There might be components that is better to pass or use only
for non-sensible content until there’s a clear search support
https://amphtml.wordpress.com/2018/05/03/dynamic-geo-personalization/
126. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.sistrix.com/
See what your competitors and industry leaders are ranking
for with AMP already, to prioritise those content areas
127. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Desktop Web
Independent Mobile Web Version
AMP version
Canonicalize to
Independent Mobile Web in AMP
Canonicalizes to
Desktop Web
vs
Identify the best way to include AMP in your site,
especially if you have an independent Mobile one already
128. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Reusing your independent mobile site structure as your
AMP version might be a good way to simplify it
129. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s fundamental to redirect desktop visitors to the relevant
version too, as it is done with independent mobile URLs
130. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Ideally your AMP pages should use a responsive Web
design so they also look good on desktop too
Better than this
131. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
If you’re using hreflang annotations for international sites
they should be also included in your AMP versions
https://ampbyexample.com/introduction/internationalization/
132. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Google also requires AMP URLs to include the same
content than canonical ones to be shown in SERPs
https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html
To avoid this
133. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
But you should also avoid an inconsistent UI between the
two that will have a negative impact on user engagement
<>ORIGINAL MOBILE PAGE AMP VERSION
134. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s fundamental but most AMP versions have this issue
<>ORIGINAL MOBILE PAGE AMP VERSION
135. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
For real. How the user behaviour can be the same in both?
<>ORIGINAL MOBILE PAGE AMP VERSION
137. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
The goal is to keep the UI, content and functionality
consistent when using non-canonical AMP
=ORIGINAL MOBILE PAGE AMP VERSION
138. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Which can be made easier if your independent mobile site
is used directly as an AMP version too
139. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Most of AMP errors are caused by using tags,
attributes and values that are not allowed in it
Name of Mistake % of Affected Sites
Disallowed attribute 45 %
Disallowed tag 44 %
Invalid attribute value 38 %
Invalid URL protocol 36 %
Invalid URL 34 %
Mandatory tag ancestor with hint 26 %
Disallowed style attribute 20 %
Mandatory attribute missing 13 %
Wrong parent tag 12 %
Missing URL 10 %
https://www.semrush.com/blog/amp-mistakes-semrush-study/
142. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Avoid them by sharing not only the required AMP markup
but also the validation errors when starting the development
+
https://www.ampproject.org/docs/reference/validation_errors
143. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
And don’t forget to opt-in for Google Analytics AMP
Client ID API to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764
144. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Actively check your top AMP pages templates compliance as
soon as they are released for testing with the AMP validator
https://validator.ampproject.org/
145. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Crawl the whole site before launching it, simulating the
mobile googlebot to look for remaining issues
https://www.deepcrawl.com/
146. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Prioritise to fix the critical issues before launch,
to be able to show AMP in Mobile SERPs
https://sitebulb.com/
147. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
After releasing AMP look for the remaining errors
in the new Google Search Console AMP report
148. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Select the errors in the report and start
checking those affecting more pages
149. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
This is now made easier by the new search console, that
allows to revise the code, linking to the live validation
150. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
If the errors still exist you can share directly the report
with the development team so they can revise them
#ampoptimization by @aleyda from @orainti at #ampconf
151. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Once errors are fixed you can verify again and if valid, you
can inform about the change w/ the “validate fix” option
152. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
This new Google Search Console option will submit the fixes
to be updated, which will be usually done in 2 or 3 days
153. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You’ll be able to see the validation progress
in the overall view from the AMP report
156. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Monitor your top AMP pages and the queries giving visibility
to each to optimise further or expand your content
157. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Who said AMP was hard? Let’s go to the next one!
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
158. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
Evolve your
Mobile
Website
functionality
& reach by
making it an
App with…
PWA
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
159. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
What are PWAs? The best of Apps in the Mobile Web
https://developers.google.com/web/progressive-web-apps/
160. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
What are the advantages of PWAs
vs. mobile Websites & native Apps?
https://www.smashingmagazine.com/2016/08/a-beginners-guide-to-progressive-web-apps/
161. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
How PWAs work?
http://boxesandarrows.com/designing-progressive-web-applications-for-the-future/
162. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
What criteria should be validated to make sure
your PWA has been effectively implemented?
https://developers.google.com/web/progressive-web-apps/checklist
163. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s critical to keep SEO best practices in them too
https://developers.google.com/web/progressive-web-apps/checklist
164. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
You can use the lighthouse tool integration within Chrome
DevTools and as an extension to validate any site
https://developers.google.com/web/ilt/pwa/lighthouse-pwa-analysis-tool
167. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
How to convert your Mobile Website into a PWA?
https://codelabs.developers.google.com/codelabs/migrate-to-progressive-web-apps/index.html?index=..%2F..%2Findex#0
168. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
PWAs are supported already by the main browsers
https://vaadin.com/pwa/learn/browser-support
169. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
and will be also supported now in Desktop too
(Chrome OS 67)
https://twitter.com/Pechnet/status/997271934185492480
170. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
PWA can also be combined with AMP
in different ways
https://www.ampproject.org/docs/integration/pwa-amp
172. #winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://www.howpwampworks.com/
You can actually check there much more resources
and guides to create your own PWA & PWAMPs
173. #winningmobilefirst at @ungaggeduk @aleyda from @orainti
This is how you will be able to stay ahead providing the best
possible mobile user experience, functionality and reach
#winningmobilefirst at @ungaggeduk @aleyda from @orainti
174. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
I hate to break it to you but time is up.
But you’re likely already prepared now!
175. #winningmobilefirst at @ungaggeduk @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @orainti
It’s time to conquer
this Mobile Rickst World