Transcript
Google Mobile SEO Navneet Kaushal CEO PageTraffic
Why Mobile, Why Now?
John Shehata | @JShehata
Google’s Mission Has evolved
Organize the World’s Informa5on
“Our goal is to put compu5ng everywhere” Sundar Pincai, Google SVP, July 24th, 2013
Mobile Search has Exploded
Mobile Search has Exploded
Take a Look hFp://www.themobileplaybook.com/
“36% of mobile web search results vary from desktop, with 23% showing pages from completely different sites”
Data provided by SearchMetrics from their 2014 US Google Ranking Factors Study
Mobile Usage Over Takes Desktop for the First Time in History
Mobile Usage
“Google Mobile Queries May Surpass PC Search This Year”
MaF CuFs SMX West, March 2014
Mobile Searches
Mobile Search Now Exceeds Desktop
More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.
Inside AdWords May 2015
Mobile search business Case
SERPs inspired by Mobile-First Design
History of Google and Mobile “As more people use mobile devices to access the internet, our algorithms have to adapt to these usage paFerns. In the past, we’ve made updates to ensure a site is configured properly and viewable on modern devices. We’ve made it easier for users to find mobile-‐friendly web pages.”
Google Webmaster Central Blog February 26, 2015
Googlebot Mobile
Crawling Errors
Changes in Mobile Rankings
2014 2013 2012
Mobile Results & Test Tool
PageSpeed Insights
Indexing Android Apps Mobile
Usability
2011 2015
Usability Warnings
Mobile Search Queries Stats
Warnings for Flash Sites
Faulty Redirects
June 2013 THE ROLLOUT BEGINS
“To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.”
Google Webmaster Central June 11, 2013
November 2014 MOBILE FRIENDLY LABEL ADDED TO SERPS
January 2015 WARNINGS TO FIX MOBILE USABILITY ISSUES
February 2015 THE OFFICIAL ANNOUNCEMENT
“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
Google Webmaster Central Blog February 26, 2015
Don’t ignore the warning. “We wanted to give you a date so that you know at least you have unbl that bme to really double check what’s happening with your website and make sure that if you have a mobile website already that it is being recognized.”
John Mueller, Google Webmaster Trends Analyst February 26, 2015
When exactly?
“We are expecbng it (the mobile friendly algorithm) to roll out on April 21st, we don’t have a set bme period because it is going to take a couple of days to roll out. Maybe even a week or so.
From an official Google Hangout Session
March 24, 2015
How has the update worked?
“We’re going to try to boost the mobile friendly sites in search and with that if we boost one set of sites then of course the other set of sites drops down.”
John Mueller, Google February 26, 2015
It’s an All or Nothing Algorithm “You either have a mobile friendly page or not. It is based on the criteria we menboned earlier, which are small font sizes, your tap targets/links to your buFons are too close together, readable content and your viewpoint. So if you have all of those and your site is mobile friendly then you benefit from the ranking change.”
From an official Google Hangout Session March 24, 2015
Non-‐Mobile-‐Friendly Share of SERPs Decreases 21% with April 21 Mobile Algorithm Change
Mobile Search v Desktop Search • Mobile search queries mimic desktop • Searchers use the same number of keywords,
on average, per query • 2.45 v 2.56 on mobile and 2.64 on PDA
• Mobile users perform fewer searches per session, click through less and are more likely to go to the 2nd search results page
• 2.0 queries per session on mobile • 1.7 clicks per query on mobile • 10.4% go to 2nd page
Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja
Mobile Search Results • Shorter headlines & snippets • Only 2-3 results above the fold • Sponsored links at the bottom • Layout of search results varies on search
engines • Universal search used on all except Ask.com
mobile
Changing Face of Mobile Search Text Local & Image Audio Video
Mobile: Site Technical Guidelines
John Shehata | @JShehata
Good Practices to Maximize your Mobile SEO
All of them have Pros, Cons & SEO Best Pracbces
Select the Most Suitable for You
Validate with the previously idenbfied informabon, your content needs & technical capacity.
Select the Most Suitable for You
Responsive Separate URLs Dynamic Serving • ALL devices • 1 URL • Same Content/HTML • Use CSS to render pages
• Separate Mobile & Desktop URLs example.com/m/ m.example.com • Different HTML
• All devices • 1 URL • different HTML (and CSS)
depending on user agent (desktop or mobile device)
Pros
• 1 URL • Easier to maintain • Link Consolidabon • No Redirects > Reduce Loading
Time • Recommended By Google (saves
resources, pages crawled once)
• BeFer Mobile Experience • Faster • Dedicated Mobile Content • Easier Implementabon
• 1 URL • Link Consolidabon • Capacity for different mobile
content
Cons
• Slower • All content is downloaded
whether it is used or not. This can be problemabc for image intensive websites
• Same Mobile/Desktop Content
• Link Equity Dilubon • Higher Cost to maintain • Crawled Mulbple Times with
different user agents
• Slower • Higher Cost to maintain • Old Redirect Lists • Complex technical
implementabon • Crawled Mulbple Times
SEO
• Check Google Webmaster Tools Crawl Errors for Redirect & 404 Errors
• Check Page Load Time for Mobile and Desktop
• Allow Search Engines to crawl all assets (CSS, Images, JS)
• Redirect Mobile Users and Bots to the mobile site
• Test Desktop Site for Redirects & 404 Errors
• Add Rel=Alternate to desktop and rel=Canonical to mobile site
• XML Mobile Sitemaps
• Use user-‐agent vary header to help search bots to find your mobile content
• Test for Vary: User-‐Agent HTTP Header
Source: John Shehata, ExecuEve Director of Search at ABC News
Just because Google strongly recommends using responsive design doesn’t mean you should automaEcally choose responsive
design for your site
Use your Google Webmaster Tools
Go to Traffic > Search Analybcs > Device > Mobile
Verify Queries & Pages Mobile Search Visibility
Verify Queries & Pages Mobile Search Visibility
Compare your (Top Queries & Top Pages) from (Mobile & Web) search results.
Go to Crawl> Crawl Errors > Mobile
Go to Crawl> Fetch as Google > Mobile
Verify how Googlebot Mobile Access to your Pages
hFps://www.google.com/webmasters/tools/mobile-‐friendly/
Crawl your site using GoogleBot’s mobile User Agent
If you need more compubng power, consider using a cloud-‐based crawler such as DeepCrawl
If you are using separate URLs for your desktop and mobile sites, make sure you have the correct rel=“alternate” annotabon on the desktop site. This will ensure that the mobile version of the site appears in mobile search
Non-‐mobile friendly URL in mobile search. Desktop homepage is missing the rel=“alternate” tag
According to research from BrightEdge:
According to BrightEdge, 72% of sites with separate mobile URLs are misconfigured, with a missing rel=“alternate” tag being the most common error
Source: BrightEdge
Tag Mobile Pages
Tag Pages with Canonical Markup
What Google says…• Canonical markup helps make content visible to bots
and searchers• If you have an “m.” mobile site:
• Each desktop page should contain a "rel=alternate" link meta tag that points to the mobile URL
• Each mobile page should contain a "rel=canonical" meta tag that points to the desktop URL
• Alternatively add notation to Sitemaps file• Consider Javascript redirects that match on link value
Canonical Link Markup: Just Do It
Some Best Practices • Follow the "m" convenbon (m.novarelibrary.com OR lifeonterra.com/m/)
• Keep categories (directories) short. Remember that you are creabng a page
that people touch without much typing
• Limit image and markup sizes
• Limit HTML pages to 25KB to allow for caching
• "Minify" your scripts and CSS (JSLint, CleanCSS)
• Link to Full Site
• Sniff for User Agent – Detecbon (allow the user to decide where to go)
• One Column Layout with some whitespace
• Mobile refers to the user!
• SEPARATE URLS? • On the desktop page, add the link rel=”alternate” tag pointing to
the corresponding mobile URL. This helps Googlebot discover the location of your site’s mobile pages.
• This tag specifies an alternative URL to the desktop page.
• <link rel="alternate" href="hFp://m.example.com/" />
• On the mobile page, add a rel=”canonical” tag pointing to the corresponding desktop URL. This rel=”canonical” tag on the mobile URL pointing to the desktop page is required as it signals the relationship between the two URLs
Ø <link rel=“canonical” href=hFp://www.example.com/” />
*maintain a 1-to-1 ratio between the mobile page and the corresponding desktop page
• Avoid plugins (flash, Silverlight, Java, etc.)
• Configure the viewport <meta name=viewport content="width=device-‐width, inibal-‐scale=1">
• Size content to viewport
• Use legible font sizes
• Size tap targets appropriately
Optimize User Experience
• Mulb-‐Device Design: hFps://developers.google.com/web/fundamentals/layouts/
• 25 Principles of Mobile Site Design hFps://www.google.com/think/mulbscreen/whitepaper-‐sitedesign.html
• Forms hFps://developers.google.com/web/fundamentals/input/form/
• Mobile e-‐commerce Design hFp://www.kaushik.net/avinash/web-‐design-‐user-‐experience-‐best-‐pracbces/
READ:
Avoid these mobile design mistakes Once you've chosen the soluEon that best suits your goals and budget, here are some common mobile opEmizaEon mistakes to avoid.
1. Do not block JavaScript, CSS or image files 2. Avoid putting up unplayable content 3. Set up your redirects properly 4. Watch out for mobile-only 404s 5. Don't push users to download your app aggressively 6. Check for irrelevant cross-links 7. Make sure your page isn't too slow
Download checklist from hFp://pt.gy/mobileseocheck
Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in
THANK YOU!
Download checklist from hFp://pt.gy/mobileseocheck
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