SEO and The Mobile-First Paradigm Shift
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The document discusses the significance of mobile-first indexing in SEO, highlighting the importance of responsive web design that prioritizes mobile users. It emphasizes that mobile-first indexing doesn't guarantee content parity between mobile and desktop sites, and stresses the need for proper content accessibility for search engine crawlers. Additionally, it provides insights on optimizing mobile speed, implementing structured data, and enhancing user experience across devices.
SEO and The Mobile-First Paradigm Shift
- 1. SEO FOR THE MOBILE- FIRST PARADIGM
- 2. Dawn Anderson • Director -‐ Move It Marketing • University Lecturer – Digital marketing & Search • From Manchester, UK • International SEO Consultant – 12+ Yrs in SEO • Pomeranian Pooch Lover – Meet Bert & Tedward • Googebot Hunter (Practice & Academia) • Search Awards Judge • Contributor • Twitter Chatterer @dawnieando
- 3. THE MOBILE GLOBAL MAJORITY HAS ARRIVED
- 5. MOBILE VIEW TIMES & SESSIONS
- 6. MOBILE GOES BEYOND THE PHONE
- 9. THESE INCLUDE: • Mobile-first as a user group % • Mobile-first as a web design discipline • Mobile-first as a user choice & behaviour • Mobile-first as a means of indexing documents in a search engine
- 11. What does mobile- first web design look like?
- 13. Source: https://www.seroundtable.com/google-mobile-first-index-2017- 23663.html The ‘Mobile First Index’ is on its way. IT WILL COME SOON MOBILE THIS TIME LAST YEAR WE WERE DISCUSSING THE FUTURE MOBILE- FIRST INDEX
- 14. BUT NOW… IT IS HERE
- 18. Don’t Jump The Gun IT IS BETTER TO BUILD A ‘THOUGHTFUL’ MOBILE-FIRST RESPONSIVE WEBSITE THAN RUSH INTO HASHING SOMETHING TOGETHER
- 19. SO WHAT’S MOBILE-‐ FIRST INDEXING ALL ABOUT THEN?
- 20. SEPARATE MOBILE SITES HAVE HISTORICALLY BEEN RANKED BASED ON THEIR CRAWLED DESKTOP EQUIVALENT BUT NOW Image credit: Moz / Bridget Randolph
- 21. Indexing and ranking are two very separate things
- 24. CONTENT PARITY ON MOBILE & DESKTOP SITES
- 25. CONTENT BEHIND Tabs, Concertinas & Hamburger Menus designed for UX on mobile is… OK
- 26. ENSURE SEARCH ENGINE ‘CRAWLERS’ CAN ACCESS CONTENT HIDDEN FOR UX <div class="tab"> <button class="tablinks" onclick="openCity(event, 'London')">London</button> <button class="tablinks" onclick="openCity(event, 'Paris')">Paris</button> <button class="tablinks" onclick="openCity(event, 'Tokyo')">Tokyo</button> </div> Search engine crawlers ’mostly’ won’t be able to access these tabs
- 27. BUT… CONTENT PLACEMENT MATTERS ALWAYS ANYWAY MEET NEEDS… IN THE MAIN CONTENT … EARLY IN THE PAGE
- 28. Desktop versus responsive versus dynamic- serving versus AMP versus M dot
- 29. CONTENT MOVES AROUND ON THE PAGE AS DEVICE CHANGES Recommended
- 30. “Dynamic serving. Dynamic serving is a setup where the server responds with different HTML (and CSS) on the same URL depending on the user agent requesting the page” (Google Developers). “When a mobile user or desktop user is detected different content for each is delivered from the same web page URL”
- 31. DO YOU HAVE SEPARATE DESKTOP AND MOBILE SITES YOU MAY HAVE SOME WORK TO DO FOR ‘MOBILE-FIRST INDEXING
- 32. • Ensure both the mobile and desktop sites serve structured data • Ensure Google’s crawlers can access the mobile version of the site (and desktop too of course) • No change is needed for canonical links on mobile sites at this point. • Ensure the mobile site is verified as a separate property in Google Search Console.
- 33. DESKTOP ONLY? IT WILL STILL BE INDEXED X X
- 34. Don’t Jump The Gun IT IS BETTER TO BUILD A ‘THOUGHTFUL’ MOBILE-FIRST RESPONSIVE WEBSITE THAN RUSH INTO HASHING SOMETHING TOGETHER
- 35. DESKTOP ONLY & CANONICAL AMP PAGES COULD BE AN INTERIM SOLUTION (OR EVEN LONGER TERM) BUT… BE CAREFUL WITH THIS. ‘CANONICAL’ MEANS YOU ARE TELLING GOOGLE TO INDEX YOUR AMP PAGE INSTEAD OF YOUR DESKTOP PAGE
- 37. AMP PAGES CAN LOOK ‘VERY’ DIFFERENT TO YOUR OTHER PAGES NON AMP AMP
- 38. AMP PAGES CAN LOOK ‘VERY’ DIFFERENT TO YOUR OTHER PAGES YOU SHOULD SPEND SOME TIME ON: • Content parity • Internal link parity • Navigation configuration • Call to action parity Check everything twice… at least Even without mobile- first when you add AMP a lot of traffic becomes ‘AMP’
- 39. AVOID AMP ERRORS
- 42. SPEED ON MOBILE IS ‘OF THE ESSENCE’
- 44. YOU WILL LIKELY INCREASE CONVERSION TOO
- 45. TEST YOUR MOBILE SPEED
- 47. USE A RANGE OF TOOLS TO IDENTIFY ISSUES & MEASURE SPEED
- 48. IDENTIFY MOBILE FETCH TIMES
- 49. GTMetrix & Pingdom Speed Test Combine Page Speed Tests MOBILE
- 51. WORK THROUGH THE RECOMMENDATIONS
- 52. WORK TOWARD ACHIEVING BETTER SCORES… ACROSS MULTIPLE TOOLS
- 53. MAKING IMAGES SMALLER IS OFTEN THE QUICKEST WIN TO SPEED UP A SITE
- 54. Source: https://www.designbombs.com/top- wordpress-caching-plugins-compared/ CACHE PLUGINS COMPARED Comparison Research Undertaken Recently by Design Bombs MOBILE
- 55. Enable gzip compression via caching plugins, .htaccess or via compression plugins MOBILE NO INTERSTITIALS ON MOBILE THANK YOU
- 56. BUT… YOU SHOULD CERTAINLY RAISE ITS PRIORITY
- 57. CHECK FOR MOBILE-‐USABILITY ISSUES
- 58. TAKE THE MOBILE-‐FRIENDLY TEST
- 59. ASK GOOGLE DIRECTLY IN SERPs
- 60. TAKE THE MOBILE FRIENDLY TEST
- 61. Connecting ‘things’ HELPS SEARCH ENGINES (MACHINES) DISAMBIGUATE THE MEANINGS OF TEXT AND LINK TOGETHER THE RELATIONSHIPS BETWEEN ‘THINGS’ MENTIONED IN WEB PAGES 2014 Structured Data
- 62. Mark up all manner of ‘things’ with special code for ‘machines’ to understand Structured Data It’s becoming quite popular 2017
- 63. STRUCTURED DATA HELPS SEARCH ENGINES DISAMBIGUATE BETWEEN CONTENT WHICH IS ABOUT E.G. ‘JAGUAR’ (CAR) AND ‘JAGUAR’ (CAT) NB: IMAGES WORK DIFFERENTLY – FOR ILLUSTRATION OF CONCEPT ONLY
- 64. STRUCTURED DATA HELPS PROVIDE A BETTER USER EXPERIENCE
- 65. USE THE STRUCTURED DATA TESTING TOOL TO CHECK FOR ERRORS AND ‘STRUCTURED-DATA PARITY’ BETWEEN DESKTOP AND MOBILE WEBSITES
- 66. VOICE & ASSISTIVE SEARCH • Keep sentences short • Understand ‘actions’ • Put answers at the beginning to sentences and paragraphs • Most results from structured data • Tables are a problem
- 67. WORK ON ‘GOOGLE MY BUSINESS’ LOCAL ‘INTENT’
- 68. MEASURE MOBILE TO PRIORITIZE DEVICE PRIORITY QUERY TYPES PAGE SPEED HEAT MAPS & EVENT TRACKING
- 70. THANK YOU TWITTER - @dawnieando LINKEDIN – msdawnanderson www.move-it-marketing.co.uk