Mobile First SEO at #WCEU

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti
Mobile First SEO  
Growing your site organic search traffic in a mobile-first world
#mobilefirstseo at #wceu by @aleyda from @orainti

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @orainti
We live in a Mobile First World

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti
50% of B2B
search queries
are made on
smartphones and
expected to grow
to 70% in 2020
https://www.thinkwithgoogle.com/search/#?platforms=Mobile

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://www.thinkwithgoogle.com/search/#?platforms=Mobile
+40% of online
transactions are
now done on
mobile

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://www.bankmycell.com/blog/cell-phone-usage-in-toilet-survey#jump1
“3 in 4 People admit to use  
their phone while on the toilet”

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://www.bankmycell.com/blog/cell-phone-usage-in-toilet-survey#jump1
More men than women though ;)

The primary
usage of mobile
devices brings  
a new world of
added
opportunities
https://www.bondcap.com/report/itr19/

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @oraintihttps://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html
As a
consequence
Google has been
moving to a
Mobile First
Index

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-first-indexing
It means to primarily crawl and index  
Mobile Websites, instead of desktop ones

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://www.seroundtable.com/google-mobile-first-indexing-half-26846.html
Half of Google
Search Results
now use their
Mobile First
Index

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
Google
started with
Websites that
were already
following
Mobile First
best practices

They notify
existing
Websites that
have switched
via the Search
Console

Site owners can see a significant crawl rate
increase from the smartphone Googlebot
SEOlyzer.io, Ryte, Screaming Frog Log Analyser

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiGoogle Search Console URL Inspection
You can also
verify with the
Search
Console URL
inspection
feature how
any page has
been crawled

From July 2019 forward, all new Websites
will go to the Mobile First Index
https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html

It’s time to
switch your
SEO process to
be Mobile First
too in case you
still haven’t
https://twitter.com/aleyda/status/1140905512789250049

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiwww.orainti.com
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* European Search Personality of the Year in 2018
I’m Aleyda Solis, SEO Consultant  
& Founder at Orainti

Today I’ll share how to win SEO  
in a mobile first Index
Is having a
mobile site
enough to be
mobile first
ready?
How to verify
if your site is
really mobile first
ready?
How to do a
mobile vs.
desktop parity
audit?
How can you
identify further
mobile targeted
opportunities?

Wait… is not having a mobile site
enough to be mobile first ready?

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
Having a
mobile Website
is just the base
Not
really
Mobile
Friendly

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiGoogle Search Console Mobile Usability
As well as
complying
with Mobile
usability best
practices

Some have been addressed with updates,  
like avoiding full mobile screen pop-ups
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Mobile pop-ups update

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/speed/pagespeed/insights/
Having a fast
mobile Web
speed,  
which is a
ranking factor
since July 2018

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices
Additionally,
you’ll need to do
validations and
changes based on
your mobile Web
configuration

No change is needed for responsive sites,  
as content is the same for mobile & desktop

This also happens with canonical AMP,  
since the content is the same again
https://search.google.com/test/amp

Non-canonical AMP is not indexed, so you’ll
need to assess the original Mobile site
INDEXABLE
MOBILE
VERSION
NON-
INDEXABLE
AMP
VERSION

Remember non-
canonical AMP
will be used for
speed, but is not
a replacement of
your own mobile
site
https://www.seroundtable.com/amp-desktop-mobile-google-index-24568.html

Change might be needed with dynamic sites,
since HTML of mobile & desktop is different

Something similar happens w/ independent
mobile sites with separate URLs

It’s then critical to especially validate
dynamic serving & independent mobile sites
https://www.seroundtable.com/google-mobile-first-indexing-half-26846.html

What to validate to check if your
site is Mobile First ready then?

It’s about mobile vs desktop Web parity  
in technical and content optimization

>Desktop Mobile
Your mobile site should also feature the
relevant content and links of desktop

Hiding the
content in your
mobile pages  
with styles
should be ok as
long as it is in
the HTML

Mobile
Desktop
=
The metadata should be equivalent  
across both versions of your site too

Mobile
Desktop
=
Structured data should also be present on
both desktop as well as Mobile HTMLs
https://search.google.com/structured-data/testing-tool

Mobile
Desktop
International sites should add hreflang in
mobile pages too, besides in desktop
https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls

VS
Independent mobile sites should keep
consistency with the m-dot robots.txt

As well as keep the canonicalization
configuration, pointing to the desktop URLs

Mobile
Desktop
So hreflang annotations in mobile pages
should go to mobile URLs as the alternates

Mobile
Desktop
But you don’t need to change the mobile  
rel alternate & canonical tags logic

Correct
Incorrect
For example,
hreflang in this
case is correct,  
but the
canonicalization
is not

You’ll need to
also register the
independent
mobile site in the
Search Console
to monitor its
activity
Google Search Console

This is why Google doesn’t recommend to
use independent mobile sites anymore

How can you do a Mobile vs.
Desktop parity SEO audit?

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://search.google.com/test/rich-results
Compare the
rendered
HTML of your
pages as seen
by the mobile
vs. desktop
googlebots

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://zeo.org/seo-tools/mfi/
Use mobile first
index checkers
to do the parity
validation in
specific pages

It will allow you to identify gaps in content,
links and configuration of the page
https://zeo.org/seo-tools/mfi/

VS
Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb
Do this at a site level by crawling it with  
the desktop & mobile Googlebots

Mobile Desktop
Sitebulb
You can compare
both with many
of the SEO
crawlers directly

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiDeepcrawl
Deepcrawl can check independent mobile  
vs. desktop pages in the same crawl

Verify & compare the mobile configuration,
crawlability, indexability and content

Do a JS based crawl to verify potential gaps
if the Mobile site relies in JS rendering

Check if the
smartphone
googlebot is
correctly
rendering your
mobile content
with the Search
Console
Google Search Console URL Inspection

#mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://search.google.com/test/mobile-friendly
If you don’t have access to the Search
Console use the Google Mobile Validator

How can you identify further
mobile focused opportunities?

Mobile + Desktop
By doing all the SEO process from a mobile
perspective, not only the technical validation
AUDIENCE &
COMPETITIVE
RESEARCH
TECHNICAL &
CONTENT
OPTIMIZATION
SEO RESULTS
MEASUREMENT
BACKLINK
ANALYSIS &
BUILDING
1
2
3
4
Mobile + DesktopMobile + Desktop

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiGoogle Search Console Performance Report
Understand the role and behavior of  
mobile vs. desktop in your search results

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiGoogle Search Console Performance Report
Identify your top mobile vs. desktop  
queries & pages search behavior

How are your pages displayed in mobile
search results vs. competitors?
Chrome DevTools, Firefox Web Developers Tools
Search Features Opportunities
Snippet Optimization

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiGoogle Analytics
Verify which is their mobile vs. desktop
engagement and conversion

How are your worst/best mobile performers
addressing their queries with their content?
Chrome DevTools or Firefox Web Developers Tools
VS

Identify more  
topics to
target by
checking your
competitors
top mobile
queries and
pages
Sistrix

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiSEMRush
Do a competition analysis to identify mobile
focused queries you’re not addressing

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiGoogle Keyword Planner
Verify which of
these have the
highest mobile
search potential

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiCognitiveSEO Keyword Research
Analyze their
mobile search
results to
identify the
optimization
gap

Prioritize, optimize and integrate this
content within your mobile site accordingly
Screaming Frog

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery
Remember that
it’s not only
about ranking
first, but also
maximizing your
visibility in SERPs
through search
features

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiSEOmonitor
How are the
established
optimization
actions
impacting your
mobile search
results &
conversions?

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiSistrix Mobile Visibility Index
Monitor your mobile visibility evolution vs.
competitors to identify further opportunities

It’s about migrating to a  
Mobile First SEO process
Mobile
AUDIENCE &
COMPETITIVE
RESEARCH
TECHNICAL &
CONTENT
OPTIMIZATION
SEO RESULTS
MEASUREMENT
BACKLINK
ANALYSIS &
BUILDING
1
2
3
4
MobileMobile

To grow your mobile organic traffic
accordingly!

#mobileﬁrstchecklist at #smxlondon by @aleyda from @orainti#mobileﬁrstseo at #wceu by @aleyda from @oraintiwww.orainti.com
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* European Search Personality of the Year in 2018
Thank you

Mobile First SEO at #WCEU

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