Technical SEO for a Mobile First World
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The document discusses the imperative shift to mobile-first SEO strategies, highlighting the increasing prevalence of mobile internet usage that surpassed desktop in 2015. It emphasizes the need for businesses to focus on voice search, app indexing, deep linking, and site speed to adapt to this evolving landscape. Additionally, it outlines the significance of tools like Google AMP for optimizing content for mobile users and improving user experience.
![https://www.kaizen.vi@kaizen_agency
“The destiny of [Google]
is to become the
Star Trek computer,
and that’s what we are
building”
Amit Singhal – Google SVP Search, 2013](https://image.slidesharecdn.com/petecampbell-peakmarketingconference2017-170713053511/85/Technical-SEO-for-a-Mobile-First-World-30-320.jpg)
![https://www.kaizen.vi@kaizen_agency
“SEARCH FOR [KEYWORD] ON [APP NAME]”
Intent Action Context
Google-Approved API
Commands Only
Credit: https://developers.google.com/voice-actions/system/](https://image.slidesharecdn.com/petecampbell-peakmarketingconference2017-170713053511/85/Technical-SEO-for-a-Mobile-First-World-54-320.jpg)
Technical SEO for a Mobile First World
- 1. https://www.kaizen.vi@kaizen_agency https://www.kaizen.vi@kaizen_agency Technical SEO for a Mobile-First World
- 2. https://www.kaizen.vi@kaizen_agency PETE CAMPBELL / KAIZEN • Founder / Managing Director • Kaizen delivers Content-Led Visibility for Brands • 2 Award Wins & 5 Shortlists in 2016/17 • 9+ Years in Agency & In-House Roles • Built first website at 11, went grey at 29
- 3. https://www.kaizen.vi@kaizen_agency https://www.kaizen.vi@kaizen_agency Download the Slides https://kaizen.vi/mobile-first-seo/ pete@kaizen.vi @petecampbell
- 4. https://www.kaizen.vi@kaizen_agency The web as we know it is in decline
- 5. https://www.kaizen.vi@kaizen_agency However, the Internet is 3.5B users and growing
- 6. https://www.kaizen.vi@kaizen_agency BECAUSE INTERNET CONSUMPTION HAS COMPLETELY CHANGED
- 7. https://www.kaizen.vi@kaizen_agency Mobile internet usage overtook desktop in 2015
- 8. https://www.kaizen.vi@kaizen_agency Mobile users prefer Apps over Browsers
- 10. https://www.kaizen.vi@kaizen_agency 27% 23%21% 14% 2% Facebook Video Direct Web/App Snapchat YouTube Facebook Referral Facebook Image Other Platforms Organic SEO Only 23% of Buzzfeed’s sessions are on their website
- 11. https://www.kaizen.vi@kaizen_agency “We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015
- 12. https://www.kaizen.vi@kaizen_agency Google is radically adapting for a mobile-first world
- 13. https://www.kaizen.vi@kaizen_agency Which is resulting in less organic clicks for websites
- 14. https://www.kaizen.vi@kaizen_agency App Indexing is an example of this in action OPENS PAGE IN THE APP ‘Install App’ Button Fallback
- 15. https://www.kaizen.vi@kaizen_agency That’s just the start, to succeed in mobile-first SEO you need to focus on Voice Search App Indexing & Deep Linking Site Speed Google AMP
- 24. https://www.kaizen.vi@kaizen_agency AMAZON’S BEST SELLING PRODUCT IN 2016 5M+ ECHO DEVICES SOLD SINCE LAUNCH 61% 92% 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Siri OK Google Alexa UserSatisfactionbyDevice Credit: MarketingLand & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users
- 25. https://www.kaizen.vi@kaizen_agency User Provides Query Voice API Converts to Text AI Performs Query Search Results THE PROBLEM WITH VOICE SEARCH TODAY
- 26. https://www.kaizen.vi@kaizen_agency X X User Types Query Search Results User Provides Query Voice API Converts to Text AI Performs Query Search Results IS THAT IT'S NOT MUCH DIFFERENT FROM TYPING
- 27. https://www.kaizen.vi@kaizen_agency X X User Types Query Search Results User Provides Query Voice API Converts to Text AI Performs Query Search Results User Provides Command AI Request to 3rd Party API Action & Response X VOICE ACTIONS ARE DIFFERENT. THEY ADD VALUE “Order a Pizza” Brands API #diet
- 28. https://www.kaizen.vi@kaizen_agency Credit: Experian & Credit Strategies 2016 Survey of 180 Early-Adoption Echo Users HOW OWNERS ARE USING ECHO
- 30. https://www.kaizen.vi@kaizen_agency “The destiny of [Google] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013
- 31. https://www.kaizen.vi@kaizen_agency “You could ask it a question and it would tell you exactly the right answer, it would tell you things you need to know before you could ask it.” Amit Singhal – Google SVP Search, 2013
- 33. https://www.kaizen.vi@kaizen_agency DEEP AI / MACHINE LEARNING
- 35. https://www.kaizen.vi@kaizen_agency GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
- 36. https://www.kaizen.vi@kaizen_agency GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
- 37. https://www.kaizen.vi@kaizen_agency IN 2016, DEEPMIND’S ‘ALPHA GO’ BEAT THE WORLD’S BEST ‘GO’ PLAYER LEE SEDOL 4 TO 1
- 42. https://www.kaizen.vi@kaizen_agency USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
- 43. https://www.kaizen.vi@kaizen_agency CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
- 44. https://www.kaizen.vi@kaizen_agency Credit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
- 46. https://www.kaizen.vi@kaizen_agency https://www.kaizen.vi@kaizen_agency App Indexing & Deep Linking
- 48. https://www.kaizen.vi@kaizen_agency WEB SEARCH APP VOICE AI You’re going to need an API
- 49. https://www.kaizen.vi@kaizen_agency App Indexing & Deep Linking in iOS / Android OPENS PAGE IN THE APP ‘Install App’ Button Fallback
- 50. https://www.kaizen.vi@kaizen_agency Instant Apps will take things even further Access Apps from Anywhere Run Android Apps without Installation
- 51. https://www.kaizen.vi@kaizen_agency One URL to rule them all ONE URL – SAME CONTENT MOBILE APP DESKTOP
- 52. https://www.kaizen.vi@kaizen_agency 1. Add Support for HTTP URLs 2. Use App Indexing API or SDK (iOS) 3. Test in Android Studio or Safari 4. Register in Google Search Console 5. Monitor via Search Analytics Report https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf How to implement App Indexing
- 54. https://www.kaizen.vi@kaizen_agency “SEARCH FOR [KEYWORD] ON [APP NAME]” Intent Action Context Google-Approved API Commands Only Credit: https://developers.google.com/voice-actions/system/
- 55. https://www.kaizen.vi@kaizen_agency Credit: http://apple.co/1YilYuO • VoIP calling / messaging • Payments • Photo • Workouts • Ride Booking • CarPlay • Restaurant Reservationshttps://developer.apple.com/sirikit/
- 57. https://www.kaizen.vi@kaizen_agency HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
- 62. @petecampbell https://www.kaizensearch.co.uk 47% OF CONSUMERS EXPECT WEB PAGES TO LOAD IN 2 SECONDS Credit: https://blog.kissmetrics.com/loading-time/
- 63. @petecampbell https://www.kaizensearch.co.uk THE AVERAGE RETAIL SITE LOADS IN 10 SECONDS
- 64. @petecampbell https://www.kaizensearch.co.uk SLOW LOADING WEBSITES COST RETAILERS €1.95BN IN LOST SALES PER YEAR Credit: https://blog.kissmetrics.com/loading-time/
- 65. https://www.kaizen.vi@kaizen_agency PAGES THAT ARE 1 SECOND FASTER EXPERIENCE 27% INCREASE IN CONVERSION RATE Credit: h"ps://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
- 66. @petecampbell https://www.kaizensearch.co.uk HOW FAST ARE THE TOP 700 ECOMMERCE SITES IN THE UK?
- 67. https://www.kaizen.vi@kaizen_agency Top 10 Recurring PageSpeed Insight Issues Recommendation Occurrences (Out of 697 Sites) % Sites Not Optimising Leverage Browser Caching 665 95% Optimize Images 651 93% Minimize Render Blocking Resources 637 91% Minify JavaScript 427 61% Enable Gzip Compression 374 54% Minify HTML 371 53% Minify Css 242 35% Main Resource Server Response Time 241 35% Prioritize Visible Content 177 25% Avoid Landing Page Redirects 47 7%
- 68. https://www.kaizen.vi@kaizen_agency 54/100 59/100 8.5% SLOWER DESKTOP MOBILE AVERAGE SCORES
- 69. https://www.kaizen.vi@kaizen_agency RETAILERS HOMEPAGES ARE 24% LARGER (3.1MB) THAN THE AVERAGE WEB PAGE (2.4MB) Credit: HTTPArchive April 2017
- 70. https://www.kaizen.vi@kaizen_agency Credit: Kaizen May 2016 Google PageSpeed Module https://developers.google.com/speed/pagespeed/module/ Combine & Minify CSS/JS Optimise Images Extend Browser Cache Install Google’s FREE PageSpeed Module
- 71. https://www.kaizen.vi@kaizen_agency Exciting new developments in speed tech HTTP/2 AMP PROJECT INSTANT APPS
- 72. https://www.kaizen.vi@kaizen_agency 14.5% OF RETAILERS USE HTTP/2 HIGHER THAN THE WEB AVERAGE (13.5%) 14.5% ADOPTION
- 73. https://www.kaizen.vi@kaizen_agency Why you need to switch to HTTP/2 LATEST VERSION OF HTTP PROTOCOL DECREASED LOAD TIME BY 52% FOR CLOUDFLARE CUSTOMERS UTILISED BY 13.5% OF THE WEB
- 74. https://www.kaizen.vi@kaizen_agency How to implement HTTP/2 Check % of Visits via HTTP/2 Browsers Google Analytics > Audience > Technology > Browser & OS report. Check Your Server’s Operating System Use BuiltWith to identify Apache 2.4..17+ or NGINX 1.9.5 OS Do You Have an SSL Certificate? Most browsers will ignore HTTP/2 requests on non-secure sites Read Our In-Depth Guide: http://www.stateofdigital.com/every-brand-needs-migrate-http2/
- 76. https://www.kaizen.vi@kaizen_agency Accelerated Mobile Pages Project (AMP) • Mobile Optimised Content • Pre-Fetched by Google • Loads Instantly • Used on 600m Pages across 700k Domains https://www.ampproject.org/
- 77. https://www.kaizen.vi@kaizen_agency Articles & News Content Recipe Cards Credit: Kaizen May 2016 eCommerce Products Property Listings AMP support has expanded
- 78. https://www.kaizen.vi@kaizen_agency EBAY IS NOW SERVING 8 MILLION URLS IN AMP
- 84. https://www.kaizen.vi@kaizen_agency HoW FAST ARE THE TOP 700 ECOMMERCE SITES IN THE UK?READ THE FULL STUDY KAIZENSEARCH.CO.UK/SITE-SPEED/
- 85. https://www.kaizen.vi@kaizen_agency Good work, you’re ready for mobile-first SEO Voice Search App Indexing & Deep Linking Site Speed Google AMP
- 86. https://www.kaizen.vi@kaizen_agency WEB SEARCH APP VOICE AI The future of technical SEO is open data
- 87. https://www.kaizen.vi@kaizen_agency https://www.kaizen.vi@kaizen_agency Thank You! Grab the Slides: https://kaizen.vi/mobile-first-seo/ pete@kaizen.vi @petecampbell