MozCon 2018 Mobile-First Indexing or a Whole New Google

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Mobile-First Indexing
or A Whole New Google?
Understanding the Impact of MFI on
Your SEO Strategy
By: Cindy Krum, MobileMoxie

Let’s Review:

Let’s Review:
2014 - MOBILE SEO IS A THING:

Let’s Review:
2014 - MOBILE SEO IS A THING: 2015 - MOBILE-FRIENDLINESS IS A THING:

Let’s Review:
2016 - APP INDEXING IS A THING:

Let’s Review:
2016 - APP INDEXING IS A THING: 2017 - MOBILE- FIRST INDEXING IS A THING:

This Year… 2018 – ENTITY-FIRST
INDEXING IS A THING:

Barkley & Friends Explain Mobile-First
Indexing:

Mobile
Search
Desktop
Search
SEARCH DEVICE
Search
w/ Clicks
Zero-Click
Searches
MOBILE SEARCH
CLICKS

Desktop SEO
Tools Are
NOT Providing
Accurate
Mobile
Rankings!

But the
Numbers
Hardly Even
Matter!

MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon@SUZZICKS
The Top of the
Fold is
Dominated by:
Knowledge
Graph
Follow @Suzzicks for the #SecretSlides #MozCon

The Top of the
Fold is Dominated
by:
Carousels

The Top of the
Fold is
Dominated by:
Answers

The Top of the
Fold is
Dominated by:
Videos

35%
55%
60%
35%
55%
60%
65%
75%
85%
65%
75%
85%
2016 2017 2018
Mobile Search - Knowledge Graph Mobile Search - Answers Voice Search - Knowledge Graph Voice Search - Answers
Answers & Knowledge Graph Dominate
Mobile & Voice Responses

Where did
all the
Websites
go?
MobileMoxie.com/MozCon #MozConFollow @Suzzicks for the #SecretSlides

MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozConMobileMoxie.com/MozCon #MozCon
The Web is
Changing
& Most SEO’s
are Missing the
Point!

MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozConMobileMoxie.com/MozCon
Mobile-First Indexing is
Not Just about
Websites!!!

Google Just Can’t List
Websites In Voice
Search Results!!

Websites Don’t
Work without
Screens

Google Wants You To
Focus on One Thing for
Mobile-First Indexing:

Mobile User-Agent Crawler is Not New
Googlebot
PRIMARY
Googlebot
BEFORE
NOW
Mozilla/5.0 (compatible; Googlebot/2.1;
+http://www.google.com/bot.html)
or (rarely used):
Googlebot/2.1
(+http://www.google.com/bot.html)
Googlebot
(Smartphone)
Googlebot Mozilla/5.0 (Linux; Android 6.0.1; Nexus
5X Build/MMB29P) AppleWebKit/537.36
(KHTML, like Gecko) Chrome/41.0.2272.96
Mobile Safari/537.36 (compatible;
Googlebot/2.1;

Mobile User-Agent Crawler is Not New
Googlebot Googlebot Mozilla/5.0 (compatible; Googlebot/2.1;
or (rarely used):
Googlebot/2.1
(+http://www.google.com/bot.html)
Googlebot
(Smartphone)
PRIMARY
Googlebot
NOW
Mozilla/5.0 (Linux; Android 6.0.1; Nexus
5X Build/MMB29P) AppleWebKit/537.36
(KHTML, like Gecko) Chrome/41.0.2272.96
Mobile Safari/537.36 (compatible;
Googlebot/2.1;

According to Google :
@SUZZICKS

SO WHAT IS
THE BIG DEAL?

Why did
it take 2+
Years?!?
SO WHAT IS
THE BIG DEAL?

Why
is it called
‘Indexing’
instead of
‘Crawling?’
SO WHAT IS
THE BIG DEAL?

It is a Red Herring:

I think it’s More
Like…
Entity-First
Indexing

So What is an
Entity?

Google Hosts Their
Own Database of
Entity Understanding.
We call it…
Knowledge
Graph

These Are Non-Domain Entities
(And There Are Lots of Others)
#MozCon

So What is
Indexing

Indexing is Just Organizing Content

Link
Graph
MobileMoxie.com/MozCon #MozCon

Google goal is to
‘Organize the
World’s
Information’
– Not just the
World’s Websites
-?!#?!
90% of the World’s Information
Was Created in the past 2 years

Google Crawls
Websites but Ingests
Info More Efficiently
from:
Feeds
APIs
Databases

Google Wants to Index More
than Just Websites
Databas
eVideo
Native
Apps PWAs
SMSAnswer
Maps
Instant
Apps
Audio Business
ActionsAMP
IoT
Action
App
Deep
Link
Utility
MusicPhoto
Reviews
Docs Email
Contact

Google Wants to Index More
than Just Websites
Databas
eVideo
Native
Apps PWAs
SMSAnswer
Maps
Instant
Apps
Audio Business
ActionsAMP
IoT
Action
App
Deep
Link
Utility
MusicPhoto
Reviews
Docs Email
Contact
These Things Don’t All Have
URLS & Can’t All be
Crawled!

Knowledge
Graph
MobileMoxie.com/MozCon #MozCon

Google
Cloud
Natural
Language
API
is an Entity
Tool

Google Cloud Natural Language API

Google
Market
Finder
is also an
Entity Tool

Entity Search
Results Can be
Cast or
Interacted with
‘Eyes-Free’
MobileMoxie
Search Simulator

Basic Entity
Understanding
&
Entity
Relationships
Brand
Topic
Sub-Topic

Entity Indexing
is Topic
Indexing
Cross-Domain
& Cross-
Channel Topical
Organization
Entity
App Info
Website
Text
Video
Audio
Map
Shopping

Why are
Entities so
Important?

MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozConMobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon

Entity Search
Results
Don’t Need
Websites
to Rank

Remember…
Websites Don’t
Work without
Screens

Entity-First
Indexing Allows
Google to
Surface
the Right
Content
in the Right
Context
Entity
App
Website
Text
Video
Audio
Map
Shopping

Knowledge Graph EntitySmall Business Entity
Claim Your
Personal Entity
or the Entity of
a Brand you
Manage

Google Posts is
Entity
Management
for Small
Businesses

We are Used to
Knowledge
Graph Parsing
Information &
Showing
Official
Domains
Entity with Parsed Info
& Link to Web Page
Entity with Parsed Info
& Links to Web Pages

Entity with Link to Web PageEntity with Links to Web Pages

Knowledge Graph Entity Entity Purchase Options

Branded Map Pack

Google Shopping ActionBranded Map Pack

Entities Can
be
Followed –
Driving Pre-
Search
SERPS
Topic Entity - Follow Brand Entity - Follow

Why is Entity-
First Indexing
Great for
Google?

Its Just Good
Business

Related ShowsShow Entity
Entities are
Hosted &
Understood
by Google
Without
Crawling

Entities Make Voice Queries Easier to Parse
Ok Google:
Play my favorite song – The one about the dog …
N.G.O...PLEASE!
Ok – Did you want to Play the BINGO
song or Learn more about Dog NGOs?

Maps/Local Media Shopping
Google Sees
More Profitable Monetization
Opportunities Here
Quick Info
Traditional
PPC

Digital
Video is
Exploding:

Now
More
Eyes &
Ads on
Web
than TV:

Google’s
Media Competition:

MobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozConFollow @Suzzicks for the #SecretSlides #MozConMobileMoxie.com/MozCon Follow @Suzzicks for the #SecretSlides #MozCon
Media
Sales
Streaming
Ads
Media
Licensing
Media
Rental

What About Podcasts & Music?
Number of podcast listeners in the
United States from 2014 to 2021 (in
millions)

What About Podcasts & Music?

Even Books & Audio Books

So how do you
Drive Traffic
with Entity-First
SEO?

Quality Signals will not be all about
Content & Links
Engagement Multi-Media/
Multi-Modal
Entity Association

Content Types According
to Google Search Docs
(‘Indexables’ in Apps)

Content Types According to
Google Search Docs
What if the new quality signal is not links, but
having a variety of content types associated
with your Entity? Multifaceted!
Real
Company
Sh*t

How to Prepare & Respond
Optimize/
Creating Non-
Domain Entity
Content.
Test Text
Content for
Entity
Classification &
Understanding
Build-Out
Google Entities:
GMB Pages, G+
Brand Pages,
Knowledge Graph,
Etc.

Thanks!MobileMoxie Search Simulator lets you see Mobile SERPS in
any country or language, from any address in the world!
https://MobileMoxie.com/MozCon
Promo Code: mozcon for 60 Days Free

MozCon 2018 Mobile-First Indexing or a Whole New Google

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MozCon 2018 Mobile-First Indexing or a Whole New Google

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