Mobilizing your International SEO by @aleyda at #iss #smx

ALEYDA SOLIS AT THE INTERNATIONAL SEARCH SUMMIT IN LONDON, 2013
MOBILIZING YOUR INTERNATIONAL SEO

MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON
HOLA
I’m Aleyda Solis
INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER
INTERNATIONAL SEO AT SEER INTERACTIVE
Also an SEOmoz Associate & State of Search Blogger
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

WE LIVE IN A MULTI-DEVICE WORLD

PEOPLE USE MOBILE SEARCH IN A DAILY BASIS
It’s booooming!

AND THE MOBILE ADVERTISING TREND IS AMAZING
It’s booooooming!

YOU CAN CHECK FOR YOURSELF WITH GOOGLE
http://www.thinkwithgoogle.com/mobileplanet/en/

OR YANDEX
http://company.yandex.com/researches/

OR BAIDU
http://ir.baidu.com/phoenix.zhtml?c=188488&p=irol-
newsArticle&ID=1811508&highlight=

IT’S NOW THE TIME TO ANSWER THE MOBILE CALL
tl;dr
Mobile is Hot Worldwide
Ring, Ring!
Answer me

OH! I ALREADY HAVE...
MY SITE IS GLOBALLY POPULAR

NON-OPTIMIZED TITLES IN MOBILE &
NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS
NO MOBILE USER FRIENDLY

NO REDIRECTS BETWEEN MOBILE AND DESKTOP URLS

INTRUSIVE INTERSTITIALS WHEN YOU ACCESS THE MOBILE SITE
scroll...

NO MOBILE SITE

OK. GOT IT!
SHOW ME HOW TO DO IT...

1 Get to know your international mobile audience

CHECK YOUR CURRENT MOBILE TRAFFIC PER COUNTRY/LANGUAGE
Use Google Analytics
Mobile & Tablet Segments

CHECK YOUR MOBILE & TABLET DEVICES PER COUNTRY/LANGUAGE

CHECK KEYWORDS & LANDING PAGES PER COUNTRY/LANGUAGE

CHECK YOUR CURRENT MOBILE SEARCH VISIBILITY
Use Google Webmaster Tools
Search Queries Mobile Filters

CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC
Identify Relevant Keywords
per Country / Language

CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC
Verify with the Google Keyword tool their speciﬁc
Mobile Search Volume... and identify new Ideas

NOW YOU KNOW ABOUT YOUR
INTERNATIONAL MOBILE SEARCH AUDIENCE
Traffic
DevicesKeywords
Countries
Languages
Pages

2 Identify your International Web Mobile Optimization Status

USE MOBILE EMULATORS & USER AGENT SWITCHERS
Mobile Emulators
User Agent Switchers
http://www.mobilephoneemulator.com/
http://www.opera.com/es/developer/mobile-emulator
https://addons.mozilla.org/es/ﬁrefox/addon/user-agent-switcher/
https://chrome.google.com/webstore/detail/user-agent-switcher-for-c/djﬂhoibgkdhkhhcedjiklpkjnoahfmg
&

VERIFY YOUR INTERNATIONAL SITES MOBILE USABILITY
Are all content, images, videos, menus and language / country
switching options correctly displayed? Do they work?

VERIFY YOUR INTERNATIONAL SITES MOBILE SEARCH RESULTS
Check your titles, descriptions, URLs,
Incoming Links, PA & DA. Are these correct
for the country / language? Are they well
displayed? Compare with your competitors!

IDENTIFY HOW MOBILE BOTS CRAWL YOUR INTERNATIONAL SITES
Use Screaming Frog User Agent Conﬁguration.
Find a list of Mobile User Agents in
http://www.user-agents.org/

NOW YOU KNOW ABOUT YOUR
INTERNATIONAL MOBILE OPTIMIZATION STATUS
Usability
IndexabilityFunctionality
Crawlability
Visibility
Relevance

3 Mobilize your International Websites

USE THE INFORMATION FROM THE PREVIOUS MOBILE ANALYSIS...
INTERNATIONAL
MOBILE AUDIENCE
SEARCH STATUS
& POTENTIAL
DESIRED
MOBILE CONTENT,
FUNCTIONALITY &
OFFERING PER
COUNTRY /
LANGUAGE
CURRENT
INTERNATIONAL
MOBILE
OPTIMIZATION
MOBILE WEB
DEVELOPMENT
CAPACITY

TO SELECT THE BEST MOBILE WEB STRUCTURE FOR YOU

LET’S LEARN ABOUT THEIR MOBILE SEO BEST PRACTICES
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

LET’S START WITH THE GENERAL MOBILE SEO PRACTICES
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

OPTIMIZE YOUR MOBILE WEB SPEED
Use PageSpeed Insights with the Mobile Filter. Find it at
https://developers.google.com/speed/docs/best-practices/mobile
Follow Mobile Speed
Optimization Best Practices

REORGANIZE & DESIGN YOUR CONTENT FOR MOBILE DEVICES
Beware of elements (like ﬂash,
interstitials) that are not correctly
displayed, don’t work or provide
a bad user & search experience

OPTIMIZE YOUR PAGES CONTENT ELEMENTS WITH YOUR KEYWORDS
Take into consideration the
visibility limitation of Mobile
search results & devices

USE STRUCTURED MARKUP TO GET RICH SNIPPETS
Enhance your Mobile Search Results
Visibility with Rich Snippets

IF A LOCAL BUSINESS, CREATE PLACES/GOOGLE+ PRESENCE
Expand your Mobile Search Results
Visibility with Maps Presence

IT’S TIME FOR RESPONSIVE WEB FOR MOBILE
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

USES CSS3 MEDIA QUERIES TO SHOW ELEMENTS IN DIFFERENT SIZES
RESPONSIVE WEB SEO BEST PRACTICES
yourbrand.fr/categorie
yourbrand.com/fr/categorie
fr.yourbrand.com/categorie
French Desktop & Mobile URL Versions

RESPONSIVE WEB HAS PROS & CONS WITH MOBILE
No risk of content duplication
Easier and cheaper to maintain
Popularity consolidation
No need for redirects
Possible redesign need
No possibility of content differentiation
Less optimization of Mobile UX
+ -
PROS CONS

RESPONSIVE WEB HAS PROS & CONS WITH MOBILE
Easier and cheaper to maintain
No need for redirects
Possible redesign need
No possibility of content differentiation
Less optimization of Mobile UX
+ -
PROS CONS
The best mobile Web alternative if the
desktop & mobile content is the same.

ALLOW THE CSS, IMAGES & JS CRAWLING

INTERNATIONAL MOBILE SITES USING RESPONSIVE WEB

LET’S GO WITH DYNAMIC SERVING NOW
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

YOUR WEB SERVER RESPONDS WITH A DIFFERENT HTML IN THE
SAME URL DEPENDING IF IT’S A MOBILE OR DESKTOP USER AGENT
DYNAMIC SERVING SEO BEST PRACTICES
French Desktop & Mobile URL Versions

DYNAMIC SERVING HAS PROS & CONS WITH MOBILE
Capacity to differentiate mobile content
Better Mobile UX
Complexity of technical implementation
Higher cost of maintenance
+ -
PROS CONS

DYNAMIC SERVING HAS PROS & CONS WITH MOBILE
Better Mobile UX
Complexity of technical implementation
+ -
PROS CONS
The best if you need highly differentiated mobile content,
functionality and user experience or if you can’t implement
responsive Web.

ADD THE VARY HTTP HEADER TO YOUR PAGES
Helps Google to identify you’re serving
content depending on the user agent, but
beware of CDNs that might not support this

EFFECTIVELY DETECT & SERVE USER AGENTS
Beware of Cloaking, always serve the same to
bots & users: https://developers.google.com/
webmasters/smartphone-sites/common-mistakes

INTERNATIONAL MOBILE SITES USING DYNAMIC SERVING

LET’S GO WITH THE PARALLEL MOBILE WEB NOW
RESPONSIVE WEB
SEO GOOD PRACTICES
DYNAMIC SERVING
SEO GOOD PRACTICES
PARALLEL MOBILE WEB
SEO GOOD PRACTICES

PARALLEL MOBILE URLS ARE CREATED UNDER THE “M” SUBDOMAIN
AND BOTS & USERS ARE REDIRECTED TO THE RIGHT VERSION
PARALLEL MOBILE SEO BEST PRACTICES
French Mobile URL Versions
m.yourbrand.fr/categorie
m.yourbrand.com/fr/categorie
m.fr.yourbrand.com/categorie
French Desktop URL Versions

PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE
Easier Implementation
Better Mobile UX
Content duplication risk
Split of link popularity risk
Additional crawling and indexing effort
+ -
PROS CONS

PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE
Easier Implementation
Better Mobile UX
Content duplication risk
Split of link popularity risk
Additional crawling and indexing effort
+ -
PROS CONS
If you need to provide highly differentiated mobile content
& functionality but you can’t implement dynamic serving,
this is your option.

MOBILE & DESKTOP REDIRECTS SHOULD BE RELEVANT

MOBILE URLS SHOULD BE CLEAN, RELEVANT & CONSISTENT
US VERSION FRENCH VERSION
http://www.yourbrand.fr/categorie-a/ http://m.yourbrand.fr/categorie-a/

ADD THE REL ALTERNATE & CANONICAL ANNOTATIONS IN PAGES
Refer to each other URL version.
Check https://developers.google.com/
webmasters/smartphone-sites/details

YOU CAN ADD THE REL ALTERNATE ANNOTATIONS IN SITEMAPS TOO
Refer Mobile URL version.
Check https://developers.google.com/
webmasters/smartphone-sites/details

LINK BETWEEN YOUR MOBILE & DESKTOP VERSIONS
Implement the links with
cookies to avoid redirects

INTERNATIONAL MOBILE SITES USING PARALLEL URLS

NOW YOU KNOW HOW TO
MOBILIZE YOUR INTERNATIONAL WEBSITES
Dynamic
Serving
Mobile
Pages Speed
Mobile Search
Visibility
Parallel
Mobile Site
Responsive Web
Mobile
Usability

3 Mobilize your International Websites
1 Get to know your international mobile audience
2 Identify your International Web Mobile Optimization Status

Hey International SEOs,
Thanks for answering my call.
Let’s do Mobile SEO now.

GRACIAS
GOT QUESTIONS?
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

Mobilizing your International SEO by @aleyda at #iss #smx

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