Mobile Visibility to the Max - 2016 Edition #BigDigitalADL

#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI
Mobile Visibility To The Max 
2016 Edition

I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS
Hello #BigDigitalADL
@ALEYDA
I SHARE

#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI
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http://www.lukew.com/ff/entry.asp?1943
We live in a multi-device world

Officially driven by multi-device search… with
the mobile search share growing more & more

And not only in tech heavy industries,
but local, ecommerce, … and even b2b!
Local
Ecommerce
News

Google still doesn’t have a mobile index but
mobile optimization is a ranking factor that is
becoming more & more important over time
http://searchengineland.com/technically-you-can-have-
completely-different-content-on-mobile-says-google-222261

This is due to Google’s goal to provide the best mobile
experience, reflected also in Rich Cards or AMP
https://webmasters.googleblog.com/2016/06/
search-at-io-16-recap-eight-things-you.html
https://www.ampproject.org/

As well as their efforts towards a Mobile Web
& App search integration, with App Indexing
http://googlewebmastercentral.blogspot.com/2015/04/
drive-app-installs-through-app-indexing.html

However, users still have issues with poor experiences  
that hurt not only mobile visibility but conversion
https://www.thinkwithgoogle.com/articles/speed-
is-key-optimize-your-mobile-experience.html

It’s a must then to identify & target your
mobile audience specific search behavior
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/

HERE’S HOW TO MAXIMIZE YOUR
MOBILE SEARCH VISIBILITY…

Understand your Mobile user & search behavior:
Which are the top devices used to access your site?

Which queries are giving the highest mobile visibility?

Identify your pages with highest mobile visibility:
which have a lower CTR & Position than average?

You can also alternatively use OnPage.org Impact
to filter data & see pages along their URLs directly
onpage.org

and at a directory level too!

Check your pages with highest mobile traffic: which
have a lower engagement & conversion rate?

What’s your current mobile Web ranking
status vs. your competitors?
semrush.com
Mobile data
Not yet available
in Australia
Doesn’t
support
Australia yet
sistrix.com

SEOMONITOR
GOOGLE SEARCH
CONSOLE &
GOOGLE ANALYTICS
INTEGRATION
Verify the existing gap of your mobile ranking
pages & queries vs. your desktop ones
seomonitor.com

And the one of queries & pages providing your
current mobile search visibility vs. historical ones?
onpage.org Impact

If you’re app indexing: Which are the queries that are
already bringing visibility to your app?… and low CTR?

Now is time to verify if you’re following Google’s mobile
configuration best practices.. using the previous data
https://developers.google.com/webmasters/mobile-sites/mobile-seo/

RESPONSIVE
DYNAMIC
PUBLISHING
PARALLEL
MOBILE
VERSION
https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
Remember there’s no silver bullet though…

any Mobile Web configuration has best practices
ALLOWING CSS, JS & IMAGES
CRAWLING IS FUNDAMENTAL
AS WELL AS SPEED
USE THE VARY HTTP HEADER &
CORRECTLY SERVE THE RELEVANT
CONTENT FOR THE APPROPRIATE
CRAWLER
INCLUDE THE REL CANONICAL &
ALTERNATE TAGS, AS WELL AS
REDIRECTS BETWEEN THE MOBILE &
DESKTOP URLS
RESPONSIVE
DYNAMIC
PUBLISHING
PARALLEL
MOBILE
VERSION
https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en

Check if your site most critical mobile
pages pass Google Mobile validation
https://www.google.com/webmasters/tools/mobile-friendly/

ANY SEO
CRAWLER
NOWADAYS SUPPORT
IT: SCREAMING FROG,
ONPAGE, BOTIFY,
ETC.
Crawl, crawl, crawl your site, like a mobile bot

Are mobile search crawlers effectively accessing
pages? Are there non-relevant redirects?

If you can validate also your log files to identify
your mobile vs. desktop crawling behavior
https://www.screamingfrog.co.uk/log-file-analyser/

Match your mobile crawls with log file data: Which
pages are not meant to be crawled but being served?
Look for 3xx,
4xx & 5xx HTTP
statuses & crawl
inconsistencies

Are your mobile targeted pages offering relevant
indexable content to users & crawlers?

https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/
SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html
Are there intrusive mobile interstitials
(or pop-ups)? Use App banners instead

Verify with URLProfiler which of your top pages
are not mobile friendly & have speed issues
urlprofiler.com

You can now easily prioritize your fundamental mobile
optimization efforts towards the most critical pages
Mobile Friendliness
Mobile Speed

… and identify the assets
causing the performance issues
webpagetest.org

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/
Check out the step by step with URLProfiler

RankTank Mobile
Friendly Site Test
SERP Tool or Chrome
Dev Tools
Verify how your top mobile Web ranking pages are shown
in mobile serps: Check from Titles, Descriptions & URLs…
https://www.ranktank.org/mobile-friendly-serp-testing-tool/

To the existence of SERP functionalities with
opportunities to improve your visibility with them
App
Indexing
Maps
Results
AMP News
Carousels
App
Packs

Use these to prioritize from your AMP to App indexation
implementations… which can be complex at the start

Follow these steps-by-steps tutorials to
get them right before implementing at full
https://firebase.google.com/docs/app-indexing/#implementation_path
https://www.ampproject.org/docs/get_started/create_page.html

And these tools to validate your implementations
https://www.ampproject.org/docs/guides/validate.html
https://firebase.google.com/docs/app-indexing/
android/test#testing-your-completed-app

The same to assess opportunities with structured markup for
rich snippets and cards… although complexity is lower!
https://search.google.com/structured-data/

Use the revamped Google Structured Data Testing Tool to
validate their implementation as well as the GSC report
https://search.google.com/structured-data/testing-tool

Once you target your current mobile queries effectively, it’s
time to expand your presence identifying variations!
keywordtool.io moz.com

Use your favorite keywords tools: keywordtool.io, semrush,
rank tank’s infinite google suggest, moz, etc.
ranktank.org

Segment on categories and verify their specific mobile
search share, prioritizing those with a high one

Look for additional, mobile targeted modifiers too,
that leverage well-known “micro-moments”

That won’t only help to create new mobile
targeted content but also functionalities!

If you have apps, don’t forget about cross-
platform & cross-device queries for them too

Which you should target & help cross-
platform mobile conversions to happen!
YES
NO

It’s time to make the most out of your presence as well
as audience mobile search behavior… and potential!

Remember to track those mobile results, (to
optimize & improve over time): From visibility…
serpwoo.com

To Mobile traffic, engagement & conversions!

#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI#MOBILESEO #BIGDIGITALADL BY @ALEYDA FROM @ORAINTI
NOW IS YOUR TIME!

Thank you #BigDigitalADL! Questions?

Mobile Visibility to the Max - 2016 Edition #BigDigitalADL

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