Top Questions to Become a  Mobile First SEO Hero #TuringFest

Top Questions to Become a  
Mobile First SEO Hero
#mobileﬁrstseo at #TuringFest by @aleyda from @orainti

How many of you use your  
smartphones to search online?

How many buy, register, or reserve
through your mobile?

This is how we search nowadays

Mobile drives 56% of Web traﬃc in The UK
similarweb.com

No Joke!

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

Not surprisingly, Google is moving  
towards a Mobile First Index
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

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

We can expect this to happen next year
http://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074

At some point Google will  
switch to a Mobile-Only Index

Nonetheless, there are clear  
Mobile Web optimisation challenges

Very obvious ones

Which have direct eﬀects from users
https://www.thinkwithgoogle.com/articles/three-ways-mobile-is-changing-canadians-expectations.html

As well as conversion consequences
http://www.monetate.com/blog/ecommerce-benchmarks-q4-2016

It’s time to save your (Mobile) SEO

I’m Aleyda Solis

I help companies to connect with them

Some of them brands that you likely
know

I can help you do it too!

It’s about answering Key Mobile
Questions

Does your site have a Mobile
Web version?
1

There have been 3 main Mobile
Web conﬁgurations
Responsive Web Dynamic Serving Independent Mobile Web

With pros & cons
Responsive Web Dynamic Serving Independent Mobile Web
Same HTML for Mobile &
Desktop = Less personalisation
& speed restrictions
Different HTML for Mobile & Desktop
through the same URL = More difficult
to correctly serve and maintain
Different HTML for Mobile & Desktop through
different URLs = More difficult to configure,
serve, crawl and maintain

All supported by Google
https://developers.google.com/search/mobile-sites/mobile-seo/

Check if you actually have any of these  
that can be Google validated
https://search.google.com/test/mobile-friendly

Just be mindful that passing the test
doesn’t mean that is completely optimised

You should also check if your site  
triggers Mobile Usability errors
Google Search Console

Use SEO crawlers like Deepcrawl to verify the  
Mobile conﬁguration of all your site pages
deepcrawl.com

Identify the top mobile devices  
already being used by your visitors
Google Analytics

Emulate them to check if the content  
shown is relevant & consistent
bit.ly/chromedevicemode

Google’s requirements won’t likely  
change with a Mobile First Index

But if you’re looking to move from an independent
mobile site to a responsive one, do it now
https://www.seroundtable.com/google-mobile-migration-24024.html

How do Mobile Search Crawlers
access to your site?
2

It’s critical to make sure your mobile Web
content is accessible and indexable
https://www.seroundtable.com/google-prepare-for-mobile-first-index-24052.html

This is why Mobile app pop-ups &
interstitials are penalised
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

To refer to apps, is better to use app banners
instead
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

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

Emulate the 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 mobile pages

Look for any errors, non-relevant redirects &
canonicalisation, blocked URLs or noindexation

Is your Mobile content relevant
towards your targeted queries?
3

Some Mobile Web versions show far less content
which can be harmful in a mobile ﬁrst index
>

You should bring your content & structured  
data to your mobile Web HTMLs

It’s ok to use expandable content in this case

But how do you organise &  
prioritise your Mobile Web Content?

Identify the queries already bringing you  
more visibility in Mobile search results
Google Search Console

Compare them vs. the ones of your competitors
Semrush

Take into consideration the diﬀerent queries  
made across the customer journey
Online Ideas &
inspiration
Opinions, reviews
& advice
Brand discovery
Product, price & features
comparisons
Product availability
Online offers, promos
& coupons

Establishing the most popular terms patterns
Buy Backpacks NikeNew
ACTION PRODUCT BRANDCHARACTERISTIC
Sell
Reserve
Register
Rucksacks
Shoes
Jackets
Purses
Pants
Shirts
Caps
Adidas
Guess
Levis
Cheap
For Women
TYPE
School
Subscribe
Exclusive Travel
BabiesRed
For Yoga
New York
LOCATION
Around me
Nearby
Online
Used

Expand them to look for the most  
relevant & most popular queries
More Generic
More Volume
Less Relevant
Less Conversions
More Speciﬁc
Less Volume
More Relevant
More Conversions
ACTION PRODUCT LOCATION
BUY BACKPACK NEAR ME
ACTION + PRODUCT PRODUCT + CHARACTERISTIC PRODUCT + BRAND
BUY BACKPACKS NEW BACKPACKS NIKE BACKPACKS
Action + Product + Characteristic
BUY CHEAP BACKPACK
Action + Product + Location
BUY BACKPACK IN NYC
Product + Type + Brand
NIKE SCHOOL BACKPACK
Action + Product + Characteristic + Location
BUY NEW BACKPACK IN NYC
Action + Product + Brand + Location
BUY NIKE BACKPACK IN NYC
Product + Brand + Location
NIKE BACKPACK IN NYC

Segment your queries based on their categories,
characteristics, locations, etc.
Travel backpacks Backpacks Sale

Travel backpacks
Google Keyword Planner
Verify which are more popular  
from mobile devices
Backpacks Sale

To prioritize accordingly

Is your Mobile Website Fast
enough?
4

http://www.thesempost.com/google-mobile-first-index-page-speed-ranking/
Mobile Page Speed will be included as a  
ranking factor on the Mobile First Index

It’s already critical for mobile  
user experience though
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/

How long does your mobile  
home page takes to load?
http://searchengineland.com/5-must-technical-seo-audits-validations-2017-273207

Which of your most important  
mobile pages take longer to load?
Google Analytics

How can you improve them?

What about implementing AMP?
http://searchengineland.com/amp-top-stories-now-live-243314

AMP is a “simpliﬁed” HTML that uses already  
optimised resources & cache to serve it faster

Which can greatly improve your site mobile speed
Mobile RWD Mobile AMP

As well as your mobile search results 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.

It has become already a must for news related sites

It’s already supported by Ad Networks and is now
focused to expand its e-commerce components

The main challenge is to provide the same  
(or even better) Mobile Web experience
<>
Where’s the menu?

Which Websites should implement AMP now then?
You’re in the
media, news
industry or have a
blog
Your current
mobile page speed
sucks
You can
personalise
AMP to have a
similar UX &
functionality than
your current
site
You don’t have a
mobile version or
an independent
one ideally

Its execution can be a rollercoaster although with  
a positive trend if critical errors are prioritised

With non-trivial mobile visibility results too!
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results

Here’s a complete presentation about how to do it
https://www.slideshare.net/aleydasolis/setting-amp-for-success-at-digitalolympus

Time is (sadly) almost up!

But there are more questions…
What’s your
Mobile Audience
Search Behavior?
What’s your
site Mobile
Search Visibility &
Traffic
Performance?
What’s your
competition
Mobile Web
Search Visibility?
Does your site
have a Mobile
Web Version?
How Mobile
Search Crawlers
access to your
site?
What’s your
Site Mobile
speed?
Is your Mobile
Web Content
effectively
Rendered?
Is AMP
effectively
Implemented?
How do your
ranked pages
look in Mobile
SERPs?
What’s the
AMP impact on
mobile visibility
& traffic?
What’s your
Mobile Visibility
impact on
Conversions?

Here’s how to answer them
https://moz.com/blog/mobile-seo-stack-tools

It’s time for you to save & grow
your Mobile SEO

To obtain this mobile  
search visibility increase

these mobile search conversions

And this growth trend

Thanks!

Top Questions to Become a  Mobile First SEO Hero #TuringFest

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