Mobile-First SEO at #InOrbit2017

Mobile-First SEO
#mobileﬁrstseo at #inorbit17 by @aleyda from @orainti
The SEO Specialist Edition

Živjo #InOrbit17

I’m Aleyda Solis

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
BITLY.COM/LIBROSEOALEYDA
I PublishI Share
I’m Aleyda Solis

I Blog I Speak I’m Featured
I’m Aleyda Solis

I help companies to connect with them

Search is now mostly mobile driven
http://searchengineland.com/report-nearly-60-
percent-searches-now-mobile-devices-255025

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

Ranking signals will come from your 
mobile Web presence and not Desktop
http://searchengineland.com/faq-
google-mobile-first-index-262751

And at some point Google will  
switch to a Mobile-Only Index

Mobile can already provide these
visibility & traﬃc results

This Growth surpassing
Desktop traﬃc

This Revenue

However most Websites have  
an issue converting with it
http://www.monetate.com/blog/
ecommerce-benchmarks-q4-2016

Due to clear challenges  
with Mobile Optimization
https://www.thinkwithgoogle.com/articles/three-ways-
mobile-is-changing-canadians-expectations.html

I bet this is not a surprise ;)
https://twitter.com/Oatmeal/
status/810905426132799488

Let’s ﬁx this with a  
Mobile-First SEO Process

How is your
Mobile Targeted
Content
performing?
How Mobile
users & search
crawlers see
your content?
How your
audience search
using mobile
devices?

Which queries are your visitors using to
search for your top services on mobile?
Google Search Console

How do these diﬀerentiate from the  
ones searched from desktop devices?

Are you already eﬀectively  
targeting them with your content?

SimilarWeb
Verify your competitors mobile  
traﬃc & organic search share

The mobile traﬃc trend over time as
well as ranked queries, positions & URLs

Are the same mobile queries  
bringing visibility to them?
Sistrix

Compare to identify opportunities

Expand them taking conversational  
queries into consideration
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917

What kind of product research  
people do in their smartphones?

Get ideas
KWFinder

Discover Brands
KWFinder

Compare Products
KWFinder

Look for opinions
KWFinder

Identify and prioritize those relevant
queries with higher mobile search share
Google Keyword Planner

Think on the intent, context & immediacy
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/

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

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

Also pros & cons! Choose based on the identiﬁed
audience behavior, business & tech requirements
https://www.thinkwithgoogle.com/articles/
building-websites-multi-screen-consumer.html

This conﬁguration doesn’t need  
to change with the mobile ﬁrst index too
webmasters/mobile-sites/mobile-seo/

But is your site really mobile
friendly?
http://searchengineland.com/faq-google-
mobile-first-index-262751

Verify for yourself by using  
Chrome’s DevTools Device Mode
bit.ly/chromedevicemode

Look also for already identiﬁed issues  
in the GSC Mobile Usability report

Double check for problems  
with Google’s Mobile-Friendly Test
https://search.google.com/
search-console/mobile-friendly

Be mindful of blocked resources issues & 
false-positives on optimization status too

You can directly validate if all of your site pages
pass the Mobile validation by using URLProﬁler

To easily identify which ones fail and why

Simulate Googlebot for Smartphones 
and crawl your site w/ JS rendering
Screaming Frog

Verify if the mobile crawler sees the same
than a user when accessing your site pages

See if there are blocked pages or  
resources that need to be accessed

Check if there are faulty redirects,
canonicalization issues & errors to ﬁx

The ideal is to also directly validate the
mobile bots behavior in your log ﬁles
Screaming Frog

Match your log data with your own
crawled one to compare the identiﬁed URls

And if there are inconsistencies between
the requested Urls response codes

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

Identify the load times of your  
top pages directly in Google Analytics

Use Chrome’s DevTools Network & Audits to  
emulate & see the resources are causing the delay

Double-Verify and prioritize with  
Google’s PageSpeed Insights Tool
speed/pagespeed/insights/

You can easily validate all of your site pages
speed by using Google API with URLProﬁler
URLProfiler

To also spot which issues are negatively
aﬀecting to most of your pages

What about implementing AMP  
to improve your speed issues?
searchengineland.com/amp-top-
stories-now-live-243314

Mobile Responsive Non-AMP Mobile AMP
To deliver a faster & safer Mobile Web experience,
even if you already have a mobile Web version

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.

The additional organic search visibility  
& traﬃc can be impressive

Be careful showing what can be a over-simpliﬁed  
mobile AMP experience when using plugins though
Mobile Responsive Non-AMP Mobile AMP
<>

This can end-up boosting visibility  
but lowering your engagement

Also due to a tracking issue with AMP for which
there’s still yet not a straight-forward solution
https://www.simoahava.com/analytics/
google-analytics-client-id-amp-pages/
https://www.christianoliveira.com/blog/en/web-analytics/
why-the-bounce-rate-of-my-amp-pages-is-so-high/

Mobile Non-AMP Mobile AMP
=
The goal is to provide the most consistent user
experience through your “extended” AMP pages

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
You don’t have a
mobile version or
an independent
one ideally

Verify that your content type &  
functionality are AMP supported
https://www.ampproject.org/
es/roadmap/
https://www.ampproject.org/
docs/reference/components

Follow OnPage’s AMP Checklist 
for a correct implementation
https://en.onpage.org/
knowledge-base/tutorials/amp/

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/

Monitor potential errors in the GSC AMP Report

Prioritize to ﬁx “critical” issues aﬀecting  
most & more important pages

It can be a rollercoaster, although one with a
positive trend if critical errors are handled

To maximize your mobile search visibility

Check out my AMP presentation 
for more tools, examples & scenarios
http://www.slideshare.net/aleydasolis/
setting-amp-for-success-at-digitalolympus

Your Mobile content  
should be optimized too

Although it will be ok
to hide it on Mobile
=

https://webmasters.googleblog.com/2016/08/
helping-users-easily-access-content-on.html
It’s critical to facilitate its access  
avoiding interstitials & pop-ups

Don’t do this

Or this might happen
https://www.sistrix.com/blog/pinterst-
com-hit-googles-interstitials-update/

You can use app banners instead
https://developer.android.com/
distribute/users/banners.html

Use GSC to check how Google render your key
pages content on both mobile & desktop
Desktop Mobile

Verify if your mobile crawled content
is also correctly rendered

If it really answers to the  
identiﬁed mobile queries
Open Times
Address & Phone
Reservation
Photos & Reviews
Ratings

Be mindful of adding the relevant
structured data to mark it up
http://www.thesempost.com/details-googles-
mobile-first-indexing-change/#Structured_Data

Use Schema.org with Json-LD to specify the
meaning of the supported information
https://developers.google.com/search/
docs/guides/mark-up-content

We can additionally obtain extra visibility  
in mobile SERPs with Rich Snippets & Cards

Identify more opportunities to generate featured
snippets by analyzing your competitors
semrush

You can directly test their implementation
using the Structured Data Testing Tool

As well as verify how they will look  
in mobile search results

To make the most out of them  
and maximize your mobile search CTR

Identify which of the targeted queries are bringing
you the highest rankings, traﬃc & revenue
SEOmonitor

If the right pages are being ranked & attracting
traﬃc & conversions for their relevant queries

How your ranked pages are shown in mobile
results and the gap vs. your competition
serpchecker

Look also for gaps between mobile & desktop
ranked pages & queries to reﬁne & expand

To continue identifying more mobile opportunities  
in an optimized environment to drive growth :)

Hvala!

Mobile-First SEO at #InOrbit2017

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