Good Practices to Maximize your Mobile SEO · (Mobile, Mobile Organic, Desktop & Desktop Organic)...
Transcript of Good Practices to Maximize your Mobile SEO · (Mobile, Mobile Organic, Desktop & Desktop Organic)...
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Good Practices to Maximize your Mobile SEO
by Aleyda Solis, SEER Interactive, @aleyda
Tài liệu được sưu tầm và chia sẻ miễn phí bởi
Mr.Chau243 - www.hotroseo.com
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Mobile Search has Exploded
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Mobile Search has Exploded
Take a Look
http://www.themobileplaybook.com/
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Google even Introduced a Smartphone GoogleBot
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Google even Introduced a Smartphone GoogleBot
Check it
http://googlewebmastercentral.blogspot.com/2011/12
/introducing-smartphone-googlebot-mobile.html
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All the “Important” Sites are Going Mobile
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Mobile Optimization is a Need
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Mobile Optimization is a Need
Users say it
http://www.themobileplaybook.com/
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Google Launched Guidelines to Optimize for Mobile
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Read Them
https://developers.google.com/webmasters/smartphon
e-sites/
Google Launched Guidelines to Optimize for Mobile
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But You’re Not Sure How to Do it
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It’s Like a HUGE Wave
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That Everybody is Trying to Ride
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…but not Many Know How to Do it Well
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Don’t Worry Though
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I will Teach You How to Surf Mobile Webs
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You need to Start with a Surf Mobile SEO Analysis
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1.
Learn from Your Current Mobile Users
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Use your Google Analytics
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Use your Google Analytics
Go to
http://www.google.com/analytics/
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Choose the Mobile Advanced Segments
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Verify Your Mobile Traffic Volume & Trend
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Verify Your Mobile Traffic Volume & Trend
Compare your
(Volumes & Trends) of (Traffic & Conversions) from
(Mobile, Mobile Organic, Desktop & Desktop Organic)
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Go to Audience > Mobile > Devices
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Verify Your Visitors Mobile Devices
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Verify Your Visitors Mobile Devices
Compare your
(Volume & Trends) of (Devices) from
(Mobile Organic & General Mobile Users).
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Go to Traffic Sources > Search > Organic
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Verify Your Organic Mobile Keywords & Pages
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Verify Your Organic Mobile Keywords & Pages
Compare your Organic
(Keywords & Landing Pages) from
(Mobile & Desktop).
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2.
Check Your Current Mobile Site Experience
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Go to a Mobile Emulator
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Go to a Mobile Emulator
You can use
http://www.opera.com/developer/tools/mobile/
or
http://www.mobilephoneemulator.com
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Verify the Visibility & Usability of your Content
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Verify the Visibility & Usability of your Content
Is all your content (Text, Menu, Images, Videos)
correctly (Displayed & Working).
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3.
Verify your Mobile Search Behavior
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Use your Google Webmaster Tools
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Use your Google Webmaster Tools
Visit
www.google.com/webmasters/tools/
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Go to Traffic > Search Queries > Mobile
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Verify Queries & Pages Mobile Search Visibility
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Verify Queries & Pages Mobile Search Visibility
Compare your
(Top Queries & Top Pages) from
(Mobile & Web) search results.
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Go to Health > Crawl Errors > Mobile
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Identify Mobile Crawl Issues
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Go to Health > Fetch as Google > Mobile
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Verify how Googlebot Mobile Access to your Pages
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Install ScreamingFrog SEO Spider Tool
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Install ScreamingFrog SEO Spider Tool
Download it from
http://www.screamingfrog.co.uk/seo-spider/
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Configure it to Crawl as Googlebot Mobile
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Configure it to Crawl as Googlebot Mobile
Check the different Google Crawlers
http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=1061943
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Check how Googlebot Mobile Crawls your Site
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Install the User Agent Switcher Firefox Add-On
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Install the User Agent Switcher Firefox Add-On
Download it from
https://addons.mozilla.org/en-US/firefox/addon/user-
agent-switcher/
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Verify your Mobile & Desktop Search Results
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Compare your
(Titles, Descriptions, URLs, Snippets, Competitors)
from (Mobile, Tablet & Web) search results.
Verify your Mobile & Desktop Search Results
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Install the SEOmoz SEO Toolbar
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Install the SEOmoz SEO Toolbar
Download it from
http://www.seomoz.org/seo-toolbar
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Identify the popularity of your Mobile Ranking Pages
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Identify the popularity of your Mobile Ranking Pages
Compare your
(Domain, Page Authority & External Links)
With your Mobile Ranking Competitors
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Use Open Site Explorer
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Use Open Site Explorer
Go to
http://www.opensiteexplorer.org/
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Verify your Popularity and Competitors Link Metrics
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Verify your Popularity and Competitors Link Metrics
If your Competitors already have a Mobile site version,
Verify them here.
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Not Much? These are just your current site results
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Now It’s time to see What’s out There!
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4.
Research your Mobile Industry Audience
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Use Google’s Keyword Tool
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Use Google’s Keyword Tool
Go to
https://adwords.google.com/o/KeywordTool
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Choose the Mobile Devices Filter
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Check Mobile Search Volume for Relevant Keywords
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Check Mobile Search Volume for Relevant Keywords
Use the Keywords Identified in your Site
Analysis to obtain more ideas
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Pretty cool right? Let’s go for more!
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Use Keyword Tools Like SEMRush & SearchMetrics
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Use Keyword Tools Like SEMRush & SearchMetrics
Go to http://www.semrush.com/ or
http://suite.searchmetrics.com/en/essentials
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Identify More Keyword Ideas from your Competitors
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Identify More Keyword Ideas from your Competitors
Verify the specific Mobile Search Volume for these
potential Keywords with the Google Keyword Tool
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Now you see all the Potential Mobile Waves?
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It’s time to Choose how to Ride Them
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5.
Select the Best Mobile Site Architecture
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All of them have Pros, Cons & SEO Best Practices
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Select the Most Suitable for You
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Validate with the previously identified information,
your content needs & technical capacity.
Select the Most Suitable for You
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Let’s Learn How to Make the Most Out of Them
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6.
General Mobile SEO Recommendations
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Go to PageSpeed Insights
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Go to PageSpeed Insights
Visit
https://developers.google.com/speed/pagespeed/insig
hts
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Optimize your Mobile Web Site Speed
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Optimize your Mobile Web Site Speed
Make sure that your Mobile Pages load fast. Take into
consideration Mobile limited CPU capabilities and
Mobile Networks round-trip times.
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Follow the Speed Recommendations for Mobile
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Follow the Speed Recommendations for Mobile
Visit
https://developers.google.com/speed/docs/best-
practices/mobile
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Make the Mobile Content Relevant for its Audience
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Make the Mobile Content Relevant for its Audience
Use your Mobile Search Keywords to Optimize and
Prioritize your Mobile Content.
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Optimize the Structural Mobile Page Elements
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Optimize the Structural Mobile Page Elements
Titles, URLs, Meta Descriptions Should be Highly
Relevant & Concise
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Validate how they’re shown in Mobile Results
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Remember to Keep Short Titles & Meta Descriptions.
Verify them with Mobile Emulators.
Validate how they’re shown in Mobile Results
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Give the Content a Meaning with Structured Data
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Give the Content a Meaning with Structured Data
Read
http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=99170
and Use
http://www.google.com/webmasters/tools/richsnippets
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If Local, create a Google+ for Business presence
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If Local, create a Google+ for Business presence
Visit
http://www.google.com/+/business/
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Optimize your Mobile Interface with Consistency
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Optimize your Mobile Interface with Consistency
Beware of Flash & Non-Mobile Friendly Elements.
Follow These Usability Guidelines:
http://www.nngroup.com/articles/optimizing-a-screen-
for-mobile-use/
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Easy Right? Now Let’s Learn about each Approach
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7.
Responsive Web Design SEO Guidelines
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Responsive Web Design Concept
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Responsive Web Design Concept
Is a Web Design approach that uses CSS3 Media
Queries and a fluid grid to display a flexible design that
automatically adapts to the device.
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Responsive Web Design Concept
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Responsive Web Design Concept
Use http://mattkersley.com/responsive/ or
http://responsive.victorcoulon.fr/
To Verify a Page Responsiveness
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Google Recommends Responsive for Smartphones
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Read it
http://googlewebmastercentral.blogspot.com.es/2012/
06/recommendations-for-building-smartphone.html
Google Recommends Responsive for Smartphones
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Google Provides Recommendations for Responsive
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Google Provides Recommendations for Responsive
Check them
http://googlewebmastercentral.blogspot.com.es/2012/
04/responsive-design-harnessing-power-of.html
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Responsive Web Design has Pros & Cons
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Responsive Web Design has Pros & Cons
If you have the technical capacity and your content,
offering & keywords for Mobile and Desktop are very
similar, this would be the best alternative for you.
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You can use Responsive Web Frameworks
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You can use Responsive Web Frameworks
Go to http://twitter.github.com/bootstrap/
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Or Responsive Web Templates for your CMS
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Or Responsive Web Templates for your CMS
Go to http://wordpress.org/extend/themes/
or your CMS Themes Gallery
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SEO Tip: Allow the Crawling of your Site Assets
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SEO Tip: Allow the Crawling of your Site Assets
Don’t Block CSS, Images, JS to Search Engines.
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SEO Tip: Effectively Use Javascript for Rendering
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SEO Tip: Effectively Use Javascript for Rendering
Check Google’s Recommendation
https://developers.google.com/webmasters/sma
rtphone-sites/javascript
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SEO Tip: Verify More the Web Speed & Visualization
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SEO Tip: Verify More the Speed & Visualization
Since you will use the same pages for Mobile &
Desktop it’s a must to validate their loading times
and visualization issues.
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Some Responsive Mobile Web Examples
vs
vs
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Some Responsive Mobile Web Examples
Other Responsive Sites are
http://www.starbucks.com/, http://mashable.com/ and
http://thenextweb.com/
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Not for you? Let’s see with Dynamic Serving
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8.
Dynamic Serving SEO Guidelines
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Dynamic Serving Concept
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Dynamic Serving Concept
Your Web server responds with a different HTML in the
same URL depending on the user agent requesting the
page: Mobile or Desktop
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Dynamic Serving Concept
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Dynamic Serving Concept
It’s the same URL but the HTML shown to Mobile users
& Bots it’s different than the one shown to Desktop
users & Bots
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Dynamic Serving Pros & Cons
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Dynamic Serving Pros & Cons
If you cannot go Responsive due to the need of a highly
differentiated offering for Mobile users or Responsive
technical restrictions, Dynamic Serving is the alternative.
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SEO Tip: Use the Vary HTTP header “User Agent”
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SEO Tip: Use the Vary HTTP header “User Agent”
Follow Google’s User-Agent Detection Recommendation
https://developers.google.com/webmasters/smartphone-
sites/redirects
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SEO Tip: Effectively Detect and Serve User Agents
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SEO Tip: Effectively Detect and Serve User Agents
Serve the same HTML to Users & Bots.
https://developers.google.com/webmasters/smartphone-
sites/detecting-user-agents
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vs
Dynamic Serving Mobile Site Examples
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Dynamic Serving Mobile Site Examples
vsOther Dynamic Serving Sites are
http://www.zillow.com/, https://www.tumblr.com/ and
http://edition.cnn.com/
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Still can’t see it? Check the Parallel Mobile Option
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9.
Parallel Mobile Site SEO Guidelines
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Parallel Mobile Site Concept
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Parallel Mobile Site Concept
You create a specific mobile site structure with its own
URLs, under an “m” subdomain, targeting mobile users,
redirecting users to their correct site version if
necessary.
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Parallel Mobile Site Concept
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Parallel Mobile Site Concept
Show each Page Content through Two Different URLs,
one for Mobile and another for Desktop.
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Parallel Mobile Site Concept
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Parallel Mobile Site Concept
If the Mobile URLs end-up ranking in the Desktop
Results and viceversa, users & bots should be 301-
redirected to their correct page version
Good Practices to Maximize your Mobile SEO
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Parallel Mobile Site Pros & Cons
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If you cannot Implement a Dynamic Serving Mobile
Version due technical restrictions, then your alternative
is a Parallel Mobile Site.
Parallel Mobile Site Pros & Cons
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SEO Tip: Use Consistent URLs in an “m” Subdomain
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SEO Tip: Use Consistent URLs in an “m” Subdomain
Keep the Mobile URL structure as clean and relevant as
possible, without adding any unnecessary directories.
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SEO Tip: Use Consistent URLs in an “m” Subdomain
Unlike this URL
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SEO Tip: Redirect Users to the correct URL versions
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SEO Tip: Redirect Users to the correct URL versions
Detect & Redirect User Agent as specified in
https://developers.google.com/webmasters/smartphon
e-sites/redirects
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SEO Tip: Add the alternate & canonical Annotations
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SEO Tip: Add the alternate & canonical annotations
Refer each mobile URL to its desktop alternative and
viceversa with the rel alternate & canonical annotations
https://developers.google.com/webmasters/smartphon
e-sites/details
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SEO Tip: Add rel=“alternate” in Desktop Sitemaps
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SEO Tip: Add rel=“alternate” in Desktop Sitemaps
Check Sitemaps Recommendations for Smartphones
https://developers.google.com/webmasters/smartphon
e-sites/details
Good Practices to Maximize your Mobile SEO
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SEO Tip: Always link between your URL versions
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SEO Tip: Set Analytics to show your full hostname
Good Practices to Maximize your Mobile SEO
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SEO Tip: Set Analytics to show your full hostname
To specifically see your mobile subdomain activity
http://cutroni.com/blog/2007/11/19/tracking-sub-
domains-with-google-analytics/
Good Practices to Maximize your Mobile SEO
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Parallel Mobile Site Examples
vs
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Parallel Mobile Site Examples
vsOther Parallel Mobile Sites are
http://www.ebay.com/, http://www.huffingtonpost.com/
and http://www.flickr.com/
Good Practices to Maximize your Mobile SEO
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Can you feel the Waves now? How can you evolve?
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10.
Measure and Evolve your Mobile Presence
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Beware of Safari Search Referrer issues with iOS 6
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Beware of Safari Search Referrer issues with iOS 6
The referrer isn’t passed as iOS 6 Safari Search moved to
SSL and search traffic is counted as Direct.
A workaround is
http://www.blindfiveyearold.com/reclaiming-lost-ios-
search-traffic
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Track your Mobile Site Organic Traffic & Conversions
Verify if the Mobile Organic (visibility, traffic & conversions)
have been as expected with your optimized
(Pages & Keywords).
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Continously Improve the Mobile SEO Process
Is the Mobile Organic Search ROI positive?
Optimize or Expand the Mobile SEO Process accordingly.
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Is the time to go for a Mobile App?
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Is the time to go for a Mobile App?
You need to analyze …
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Is the time to go for a Mobile App?
Are a high volume of your traffic & conversions coming
from a specific mobile platform?
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Is the time to go for a Mobile App?
Do you need to provide higher user experience and
functionalities that need more mobile integration?
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Is the time to go for a Mobile App?
Are the Mobile app development costs going to be covered
by the expected conversions growth?
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Is the time to go for a Mobile App?
If so, then It’s time to evolve again.
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Now You’re Ready for Bigger Mobile Waves. Go!
Thanks! It’s Mobile SEO Q&A Time
@aleyda
www.seerinteractive.com
http://seomoz.org/webinars
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177Aleyda Solis / @aleyda
Flickr Photos under Creative Commonshttp://www.flickr.com/photos/23024164@N06/4146025578/
http://www.flickr.com/photos/jeffrowley/6675142613/
http://www.flickr.com/photos/jeffrowley/7359536102/
http://www.flickr.com/photos/mikebaird/2058765024/
http://www.flickr.com/photos/jeffrowley/6675138821/
http://www.flickr.com/photos/denisdore/5843321172/
http://www.flickr.com/photos/k38shawn/3039691067/
http://www.flickr.com/photos/miguelnavaza/5896656148/
http://www.flickr.com/photos/sometimes_sam/5139378515/
http://www.flickr.com/photos/dansays/9944519/
http://www.flickr.com/photos/idlphoto/8000769447/
http://www.flickr.com/photos/petercraig/2088084658/
http://www.flickr.com/photos/miguelnavaza/2508671290/
http://www.flickr.com/photos/glennharper/1109457889/
http://www.flickr.com/photos/miguelnavaza/2781461967/
http://www.flickr.com/photos/gregoryjordan/4279196294/
http://www.flickr.com/photos/sleepflower18/2626245934/
http://www.flickr.com/photos/madlyinlovewithlife/6036480258/
http://www.flickr.com/photos/localsurfer/43336189/
http://www.flickr.com/photos/anthony_goto/4073980049/
http://www.flickr.com/photos/laurent_guerin/2304612153/