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SearchLeeds 2017 - Jon Myers - Chief Growth Officer, DeepCrawl - Prepare your website for mobile-first indexing

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Hints and tips on configuring and testing your website to be ready for the changes
by Google to mobile-first indexing, including:
• Which mobile configuration is best?
• Should I build an AMP site?
• What are the risks in a mobile-first world?
• How can I test my mobile configuration for mobile-first indexing?

Publicada em: Marketing

SearchLeeds 2017 - Jon Myers - Chief Growth Officer, DeepCrawl - Prepare your website for mobile-first indexing

  1. 1. @jondmyers @DeepCrawl Mobile-first Indexing Jon Myers DeepCrawl Chief Growth Officer June 2017
  2. 2. @jondmyers @DeepCrawl “Armchair thinking/recovering!”
  3. 3. @jondmyers @DeepCrawl What are we going to cover? • The mobile world now (pre Mobile-first) • The mobile world in the future (after Mobile-first) • Prepare for Mobile-first with DeepCrawl • The future of the future
  4. 4. @jondmyers @DeepCrawl THE MOBILE WORLD NOW (PRE MOBILE-FIRST INDEX)
  5. 5. @jondmyers @DeepCrawl History of my devices
  6. 6. @jondmyers @DeepCrawl History of Mobile WAP HTML 1999 2007 2009 2014 2015 2017 Separate Mobile Pages (Mobile Site or Dynamic Delivery) Responsive Design Deep App Linking AMP & Progressive Web Apps Mobile- first Indexing
  7. 7. @jondmyers @DeepCrawl History of Mobile SEO Configuration Desktop Mobile Responsive AMP pages Mobile first One version for desktop devices One to rule them all - one version designed to work equally good on desktop and mobile Dedicated light weight version designed for a fast loading Dedicated mobile pages served on a separate URL e.g. m.domain or dynamically served on the same URL Mobile becomes the PRIMARY version.
  8. 8. @jondmyers @DeepCrawl Types of Mobile Configuration 1. No Mobile Configuration (desktop only) 2. Responsive 3. Dynamic 4. Desktop + Dedicated Mobile 5. Desktop + AMP 6. Responsive/Dynamic + AMP 7. Desktop + Dedicated Mobile + AMP 8. Responsive + Dedicated Mobile + AMP 9. Responsive + Dynamic + Dedicated Mobile + AMP • Mobile/AMP only • Mobile + AMP
  9. 9. @jondmyers @DeepCrawl Desktop + Dedicated Mobile + AMP Desktop Page AMP Page Mobile Page Rel=canonical INDEXABLE Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ m.domain.com /shirts/ NON-INDEXABLE Rel=canonical Rel=alternate mobile * The decision which page is shown for mobile users are on the Google side
  10. 10. @jondmyers @DeepCrawl Responsive/Dynamic + AMP Responsive / Dynamic Page AMP Page Rel=canonical INDEXABLE Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ * The decision which page is shown for mobile users are on the Google side
  11. 11. @jondmyers @DeepCrawl THE MOBILE WORLD IN THE FUTURE (AFTER MOBILE-FIRST INDEX)
  12. 12. @jondmyers @DeepCrawl Impact of Mobile-first -CRITICAL- - Desktop only (Heavily Affected) -HIGH PRIORITY- - Desktop + Dedicated Mobile (Affected) -HIGH PRIORITY- - Dynamic (Affected e.g. Content Issues) -MEDIUM PRIORITY- - Responsive (Not affected) Impact of Mobile-first on different Mobile Configurations:
  13. 13. @jondmyers @DeepCrawl Potential Issues • Site Architecture: Indexation, Crawlability, Canonicalisation, PageRank, Linking Structure • Site Content: Content Differences - Titles / H1s, Description, Body Content. Missing Content - Responsive: hidden content (no longer an issue after mobile-first), Dynamic: missing content, Dedicated: missing content • Tags and Markups: Schema, Hreflang config • Order of Mobile-first Indexing
  14. 14. @jondmyers @DeepCrawl Architecture/Tags: Canonicalisation Canonicalised Desktop - www.domain.com/shirts/colour=red Primary Desktop - www.domain.com/shirts/ Primary Mobile - mobi.domain.com/shirts/ Canonicalised Mobile - mobi.domain.com/shirts/colour=red Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE www.domain.com /shirts/amp www.domain.com /shirts/ m.domain.com /shirts/ NON-INDEXABLE Rel=canonical Rel=alternate mobile Desktop Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE
  15. 15. @jondmyers @DeepCrawl Architecture/Tags: Canonicalisation “When Google moves to mobile first, the rel alternate and canonical tags won't need to be changed. rel=alternate mobile will take precedence over rel=canonical” Reference:https://www.youtube.com/watch?v=mfJEpru0s zw#t=49m34s
  16. 16. @jondmyers @DeepCrawl Architecture/Tags: Canonicalisation “When Google moves to mobile first, the rel alternate and canonical tags won't need to be changed. rel=alternate mobile will take precedence over rel=canonical” Reference:https://www.youtube.com/watch?v=mfJEpru0s zw#t=49m34s
  17. 17. @jondmyers @DeepCrawl 1,410 Backlinks 303 Backlinks 303 102 Backlinks 102 1,815 Architecture: Authority distribution Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE NON-INDEXABLE Rel=canonical Rel=alternate mobile Desktop Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE * There is no need to change the canonical setup. The page Authority should be passed via “mobile rel alternate”
  18. 18. @jondmyers @DeepCrawl NON-INDEXABLE INDEXABLENON-INDEXABLE 1,410 Backlinks 303 Backlinks 303 102 Backlinks Architecture: Internal DeepRank Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp Rel=canonical Desktop Page Mobile Page DeepRank: 2.5 ? DeepRank: 0.2DeepRank: 1.2 1,815 Rel=alternate mobile 102 * There is no need to change the canonical setup. The page Authority should be passed via “mobile rel alternate”
  19. 19. @jondmyers @DeepCrawl Architecture: Internal Site Architecture Desktop Site Architecture www.domain.com Mobile Site Architecture m.domain.com Orphaned Mobile Pages 404
  20. 20. @jondmyers @DeepCrawl Architecture: Internal Site Architecture (Link Graph) “Links on Mobile Pages Will Be Used For the Link Graph Mobile-first indexing will use the links on your mobile pages for calculating the link graph” Reference:https://www.youtube.com/watch?v=7Aq9bFdf MuE#t=46m05s
  21. 21. @jondmyers @DeepCrawl Tags: Hreflang configuration Desktop Page EN Primary Desktop EN alternate hreflang Rel=canonical DE Primary DesktopEN alternate hreflang Rel=canonical Rel=alternate mobile Rel=alternate mobile Desktop Page EN Mobile Page EN alternate hreflang DE Mobile PageEN alternate hreflang EN Primary Desktop DE Primary Desktop DE Mobile Page EN Mobile Page ? ?
  22. 22. @jondmyers @DeepCrawl Tags: Hreflang configuration “Yes, you would have to tag mobile page.” Wait a second. No, you actually don’t. This is still to be confirmed closer to the launch of mobile-first as Google is still experimenting with this.” Reference:https://www.youtube.com/watch?v=mfJEpru0sz w#t=49m50s
  23. 23. @jondmyers @DeepCrawl Dynamic Mobile Page Order of Mobile-first Indexing Dynamically served Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp Rel=canonical Rel=alternate mobile Desktop Page Mobile Page * Which of the different types would be used for mobile-index?
  24. 24. @jondmyers @DeepCrawl Order of Mobile-first Indexing “If you have a vary header which returns a different page for a mobile user agent, Google will use that as the mobile page instead of the responsive page.” Reference:https://www.youtube.com/watch?v=8NyZypI fOzI&t=36m31s
  25. 25. @jondmyers @DeepCrawl Dynamic Mobile Page Order of Mobile-first Indexing Dynamically served Desktop Page Responsive Page INDEXABLE NON-INDEXABLE GOOGLE SERP
  26. 26. @jondmyers @DeepCrawl Order of Mobile-first Indexing Desktop Page Mobile Page Rel=canonical Rel=alternate mobile Responsive Page Mobile Page INDEXABLENON-INDEXABLE GOOGLE SERP
  27. 27. @jondmyers @DeepCrawl Order of Mobile-first Indexing Desktop Page Responsive Page INDEXABLE
  28. 28. @jondmyers @DeepCrawl Dynamic Mobile Page Order of Mobile-first Indexing Dynamically served Desktop Page AMP Page Rel=canonical Rel=alternate amp Responsive Page INDEXABLE NON-INDEXABLE NON-INDEXABLE GOOGLE SERP
  29. 29. @jondmyers @DeepCrawl Order of Mobile-first Indexing Desktop Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE NON-INDEXABLE Rel=canonical Rel=alternate mobile Responsive Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE GOOGLE SERP
  30. 30. @jondmyers @DeepCrawl Order of Mobile-first Indexing Desktop Page AMP Page Rel=canonical Rel=alternate amp Responsive Page NON-INDEXABLE INDEXABLE GOOGLE SERP
  31. 31. @jondmyers @DeepCrawl Order of Mobile-first Indexing Desktop Page AMP Page Rel=canonical Rel=alternate amp NON-INDEXABLE INDEXABLE GOOGLE SERP Non-mobile Friendly
  32. 32. @jondmyers @DeepCrawl Order of Mobile-first Indexing Desktop Page AMP Page Rel=canonical Rel=alternate mobile Non-mobile Friendly NON-INDEXABLEINDEXABLE GOOGLE SERP
  33. 33. @jondmyers @DeepCrawl Priority of indexing/displaying in mobile-first Priority of indexing after mobile- first release: 1. Dedicated Mobile / Dynamic 2. Responsive 3. Desktop 4. AMP Priority of displaying in Google SERPs: 1. AMP (priority) 2. Dedicated Mobile / Dynamic 3. Responsive 4. Desktop
  34. 34. @jondmyers @DeepCrawl So what’s the optimal setup? “So what’s the optimal setup? - “Responsive Design is Optimal for Mobile-first John suggests that a responsive design is the optimal mobile setup for mobile-first indexing, as it avoids the issues of different content and links on your mobile pages.” Reference:ttps://www.youtube.com/watch?v=7Aq9bFdfMu E#t=54m53s
  35. 35. @jondmyers @DeepCrawl PREPARE FOR THE MOBILE- FIRST WITH DEEPCRAWL
  36. 36. @jondmyers @DeepCrawl Responsive & Desktop only RESPONSIVE DESKTOP ONLY You are likely to be f..ine You are likely to be f..ed Source: The Big Lebowski
  37. 37. @jondmyers @DeepCrawl If your website uses Dynamic conf If your website is dynamic I would recommend two crawls: • Web Crawl This is to compare your Desktop’s to Mobile’s site architecture, linking structure and crawlability. • Analytics / List Crawl (crawling priority high driving traffic pages) This is to test if you have the mobile equivalents for all your important pages so the ones that drive significant amount of traffic OR/AND have authority backlinks. • Both craws will highlight: • If mobile configuration is setup correctly; • You don’t have any significant Content differences; • All the pages are accessible on Mobile as well etc.
  38. 38. @jondmyers @DeepCrawl Dynamic - web crawl setup #1 Web Crawl I would recommend running two crawls: • First with user-agent: Googlebot (desktop) • Repeat the crawl with user-agent: Googlebot smartphone #2 Analytics Crawl (crawling pages driving traffic) Use the Analytics source to upload the priority pages so the ones that drive most visits to your website e.g. from Google Analytics I would recommend running two crawls for this source as well: • First with user-agent: Googlebot (desktop) • Repeat the crawl with user-agent: Googlebot smartphone
  39. 39. @jondmyers @DeepCrawl Example Reports/Insights: Configuration & setup: • Are the tags setup correctly (e.g. Vary: User-agent) Differences in Content (between desktop and mobile) • Pages with different Titles (BETA) • Pages with different Descriptions (BETA) • Pages with different Content (BETA) Differences in Architecture (between desktop and mobile) • Missing Pages / Additional Page (All Page report for this) • Pages with different Internal Links out (BETA) Dynamic - Reports Differences between Desktop and Mobile Mobile configuration reports
  40. 40. @jondmyers @DeepCrawl If you have Separate mobile version If you website have a Separate mobile version I would recommend two crawls: • 2 types of Web Crawl This is to compare your Desktop version to Mobile one to see if your configuration is setup correctly, you don’t have any significant Content differences, all the pages are accessible on Mobile as well etc. • Analytics / List Crawl (crawling priority high driving traffic pages) This is to test if you have the mobile equivalents for all your important pages so the ones that drive significant traffic OR/AND have authority backlinks
  41. 41. @jondmyers @DeepCrawl Separate - web crawl setup #1 Web Crawl I would recommend running one crawl with: • User-agent set to Googlebot (desktop) • Check mobile/AMPHTML alternate tags Link Restrictions #2 Web Crawl I would recommend running two crawls: • First with user-agent: Googlebot (desktop) • Repeat the crawl with user-agent: Googlebot smartphone and the Test site domain set to: m.domain.com
  42. 42. @jondmyers @DeepCrawl Dynamic - web crawl setup #3 Analytics Crawl (crawling pages driving traffic) Use the Analytics source to upload the priority pages so the ones that drive most visits to your website e.g. from Google Analytics We would recommend running two crawls then: • First with user-agent: Googlebot (desktop) • Repeat the crawl with user-agent: Googlebot smartphone and the Test site domain set to: m.domain.com
  43. 43. @jondmyers @DeepCrawl Example Reports/Insights: Configuration & setup: • Rel alternate tags • Reciprocation Differences in Content (between desktop and mobile) • Pages with different Titles / Descriptions (BETA) • Pages with different Content - Title+h1 (BETA) • Word count • Links in / Links out Differences in Architecture (between desktop and mobile) • Broken Mobile Pages • Missing / Additional Pages Separate - Reports Mobile configuration Issues
  44. 44. @jondmyers @DeepCrawl And everything goes well :) Source: The Big Lebowski
  45. 45. @jondmyers @DeepCrawl DeepCrawl Initial Research Initial mobile research, based on the top 100k domains in the majestic million. Highlights: • 40% of sites are responsive • 8.5% are dynamically served • 1.5% of sites have a separate mobile site and link to it within a rel=alternate tag, however 5% redirect to another page/site when recrawled with a mobile user agent • 91% of websites which give a redirect based on the user agent do not have a “Vary: User-agent header”
  46. 46. @jondmyers @DeepCrawl FUTURE OF THE FUTURE
  47. 47. @jondmyers @DeepCrawl AMP Pages Google is backing the AMP page quite hard Google preloads AMP pages, images, and scripts to force them to be fast Not just for news: AMP added support for accepting payments via Android pay, opening the way for ecommerce websites which are 100% AMP https://github.com/ampproject/amphtml/issues/7623
  48. 48. @jondmyers @DeepCrawl Go beyond Responsive with PWS Progressive Web Apps is: • Progressive • Responsive • App-like • And more... Progressive Web Apps can fall back to AMP. Hint… first load as AMP. You should think about it now. Progressively Web App is THE FUTURE.
  49. 49. @jondmyers @DeepCrawl New Features (coming soon) Setup & additional sources: • Allow to specify mobile user-agent • Search Console integration New Reports: • Mobile traffic vs Desktop traffic • And many more…. DeepCrawl New Features (coming soon)
  50. 50. @jondmyers @DeepCrawl Other things to mention It's not likely to happen until next year. http://www.thesempost.com/google-mobile-first-index-unlikely-launch-2018/ It’s probable they’ll move over batches of sites that work fine on mobile-first indexing first. https://www.youtube.com/watch?v=5TsGXF4wNqM#t=24m31s Google will send alerts, via Search Console, for mobile-first issues such as mobile pages having less content and markup than desktop pages. https://www.youtube.com/watch?v=nfPHUzGCzmA#t=51m52s Google is trying to minimise any changes required for mobile-first, and make it easy for people to understand the changes they need to make. It's possible they might overcome differences in schema and hreflang. https://www.youtube.com/watch?v=U0Lr_d2aFZs#t=36m24s Mobile page speed will be incorporated into mobile-first rankings 'at some point'. https://www.youtube.com/watch?v=U0Lr_d2aFZs#t=7m15s You should add AMP links to your mobile pages. https://www.youtube.com/watch?v=t-Ffq6xl6p8&t=45m03s With mobile-first index the hidden content will probably stop being demoted. https://www.youtube.com/watch?v=mfJEpru0szw#t=16m48s
  51. 51. @jondmyers @DeepCrawl Thanks! Jon Myers DeepCrawl Chief Growth Officer June 2017

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