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SEO Campixx 2015 - Mobile Site Audit (Mario Schwertfeger)

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Mobile Site Audit für SEO. Warum ist ein Mobile Site Audit wichtig und wie kann man einen Mobile Site Audit aus SEO-Perspektive durchführen?

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SEO Campixx 2015 - Mobile Site Audit (Mario Schwertfeger)

  1. 1. 0 Mobile Site Audit Mario Schwertfeger Berlin, März 2015 Bildquelle: http://www.shopatek.com/wp-content/uploads/2014/03/Mobile-Marketing-Lg.png
  2. 2. Wer bin ich? 1 http://wiki.xcelr8.com/wiki/home/re sult/1004523269577035/Mario
  3. 3. IT‘S A ME. MARIO. SEO CONSULTANT BEI CATBIRD SEAT 2 @M_Schwertfeger mario.schwertfeger@catbirdseat.de
  4. 4. 3 Agenda Ist Mobile wichtig? Besonderheiten der Mobilen Suche. Mobile SERPs. Google & „Mobile First“. Mobile Basics – welche Ansätze gibt es? How-to: Mobile Site Audit. Zielgruppe: Mobile Einsteiger
  5. 5. MOBILE [R]EVOLUTION 4 IST DAS THEMA MOBILE FÜR MICH ALS UNTERNEHMER WICHTIG?
  6. 6. 5 http://www.dailymail.co.uk/tvshowbiz/article-2572822/Bradley-Cooper-owns-right-famous-selfie- history-took-photo.html
  7. 7. 6 http://vonblancofitness.com/put-that-cellphone-away-an-invitation-to-mindful-lifting-and-living/
  8. 8. 7 http://www.heute.de/chongqing-in-china-fussgaenger-weg-fuer-smartphone-nutzer-34984512.html
  9. 9. 8 http://www.idownloadblog.com/2011/06/03/army-iphone-war/
  10. 10. 9
  11. 11. 10 Mobile Nutzungsdauer Quelle: inmobi.com
  12. 12. 11 Steigende Werbeausgaben
  13. 13. 12 Increasing Sales Figures in Mobile Quelle: marketingland.com
  14. 14. 13 Immer mehr mobile Interaktionen
  15. 15. Mobile ist mehr als nur Smartphone…
  16. 16. Persönliche mobile Assistenten
  17. 17. „Homo sapiens mobilitatus 2025“ http://etailment.de/thema/mobil/So-sieht-2025-unsere-mobile-Zukunft-aus-2889 Zukunftsausblick von Dirk Kraus (Vorstand YOC)  Virtual Life-Assistant  Smart Clothes  Alles synchron und vernetzt  Mobile Endgeräte unkaputtbar und flexibel  Akkus und Aufladekabel werden unnötig  Sprachsteuerung  3 D-Werbung in Form von Hologrammen  Fenster als Screens  Pay per Go – Keine Kassen im Supermarkt
  18. 18. MOBILE SUCHE 17
  19. 19. 18 Häufigkeit von Suchen auf Smartphones
  20. 20. 19 Vorhersage zur Mobilen Suche „Google Mobile Queries May Surpass PC Search This Year“ (Matt Cutts, SMX West, März 2014)
  21. 21. 20 Mobile Suchen führen zu Handlungen Quelle: http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey
  22. 22. 21 Nutzer wollen mobile-freundliche Seiten Quelle:http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey
  23. 23. 22 Vorhersage zur Mobilen Suche
  24. 24. MOBILE SERPS 23
  25. 25. 24 Mobile SERPs  Mobile Ergebnisse sind oft lokale Ergebnisse  Deutlich weniger Ergebnisse above the fold  Oftmals nur 1 organisches Ergebnis  Weniger Platz für Title & Description  Mobile-friendly wird angezeigt  Häufig direkter Anruf oder Routenplanung möglich
  26. 26. 25 Mobile-friendly Label
  27. 27. 26 CTR Desktop vs. Mobile SERPS
  28. 28. 27 Mobile SERPs Spitzenranking wird noch wichtiger. Optimierte Snippets gewinnen an Bedeutung. Local SEO, wenn sinnvoll.
  29. 29. GOOGLE: MOBILE FIRST 28
  30. 30. 29 Mobile First - Google „work on mobile first“ (Eric Schmidt @Mobile World Congress Barcelona 2010)
  31. 31. 30 Mobile First
  32. 32. 31 Mobile First – Google Informationen
  33. 33. 32 Mobile First – Google Informationen
  34. 34. 33 Mobile First – Google Informationen „We strongly recommend you take a look at these [mobile usability] issues in Webmaster Tools,… More information on how to make a great mobile-friendly website can be found in our Web Fundamentals website.“ (John Mueller, Google Webmaster Central Blog, Oktober 2014)
  35. 35. 34 Mobile First – Google Informationen
  36. 36. 35 Mobile First – Google Informationen
  37. 37. 36 Mobile First – Google Tools
  38. 38. 37 Mobile First – Google Tools
  39. 39. 38 Mobile First – Google Tools
  40. 40. 39 Was sagt Larry dazu? „We are no longer in a mobile first world, we are in a mobile only world.“ (Larry Page)
  41. 41. 40 Mobile First – Wrap up  Mobile! Mobile! Mobile!  Google weist permanent darauf hin  Google stellt Infos  Google stellt Tools  Google bezeichnet Mobilfähigkeit als Rankingfaktor Mobile First … so langsam wird es ernst!
  42. 42. MOBILE SEO BASICS 41
  43. 43. 42 3 Ansätze im Mobile SEO http://moz.com/blog/the-3-steps-for-success-in-a-multidevice-search-world (Aleyda Solis)
  44. 44. 43 Vor- und Nachteile der Methoden Responsive Web Design Vorteile:  1 URL, keine Duplikate  Weniger Pflegeaufwand  Signale werden auf 1 URL gebündelt  Keine Weiterleitungen nötig Nachteile:  Redesign nötig  Kein separater mobile Content  Geringere mobile User Experience http://www.stateofdigital.com/mobile-seo-audit/
  45. 45. 44 Vor- und Nachteile der Methoden Dynamic Serving Vorteile:  1 URL, keine Duplikate  Signale werden auf 1 URL gebündelt  Möglichkeit mobilen Content zu differenzieren  Bessere mobile UX Nachteile:  Technisch komplexeste Lösung  Höherer Pflegeaufwand http://www.stateofdigital.com/mobile-seo-audit/
  46. 46. 45 Vor- und Nachteile der Methoden Eigene mobile Subdomain / Verzeichnis Vorteile:  Einfache Implementation  Möglichkeit mobilen Content zu differenzieren  Bessere mobile UX Nachteile:  Gefahr von Content-Duplikaten  Signale verteilen sich auf die URLs  Höherer Pflegeaufwand http://www.stateofdigital.com/mobile-seo-audit/
  47. 47. 46 Aleyda Solis: Welche Methode wählen? http://www.stateofdigital.com/mobile-seo-audit/
  48. 48. 47 Google‘s Favorit: Responsive Design https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/responsive- design?hl=de
  49. 49. 48 Nicht blind auf Google hören! http://de.slideshare.net/SearchMarketingExpo/mobile-strategy-for-the-advancedseobymichaelmartin @mobile_martin
  50. 50. HOW-TO: MOBILE SITE AUDIT 49
  51. 51. ERFORSCHE DEINEN AKTUELLEN MOBILE TRAFFIC! 50
  52. 52. 51 Mobile Analytics – Mobile Traffic Habe ich überhaupt Mobile Traffic?
  53. 53. 52 Mobile Analytics – Mobile Traffic Welche Gerätetypen nutzen meine User?
  54. 54. 53 Exkurs: Emulatoren Testen, wie die Seite auf verschiedenen Geräten dargestellt wird.
  55. 55. 54 Exkurs: Emulatoren Prüfen, wie der eigene Content auf den wichtigsten Geräten dargestellt wird.
  56. 56. 55 Zurück zu Analytics…
  57. 57. 56 Mobile Analytics – Mobile Traffic Wie sieht es im SEO-Kanal aus? „Segment Mobilgeräte“
  58. 58. 57 Mobile Analytics – Mobile Traffic Wie sieht es im SEO-Kanal aus? „Segment Mobilgeräte“
  59. 59. 58 Mobile Analytics – wichtige Kennzahlen & Analysen  Besucher -> wie viele User kommen bereits über Mobile Devices? Welche Geräte benutzen sie?  Keywords -> nach was suchen unsere mobilen User?  Bounce Rate & Verweildauer -> Haben unsere Mobile-User Probleme das Gesuchte zu finden?  Conversion-Rate -> welche Seiten funktionieren besser bei Mobile User vs. Desktop User?  Site Speed -> lädt die Seite schnell genug?  Traffic-Quellen  Landing-Pages FOKUS AUF NUTZERSIGNALE!
  60. 60. EIN BLICK IN DIE GOOGLE WEBMASTER TOOLS SCHADET NIE… 59
  61. 61. 60 GWT – Mobiles Suchverhalten Suchanfragen meiner Mobile-User? Abgleich der Suchanfragen und Landingpages mit den Desktop-Usern.
  62. 62. 61 Exkurs: Mobile SV (KW Planner) Aufschlüsselung nach Gerät
  63. 63. 62 Exkurs: Mobile Suchvolumen Trends in der Mobilwerbung.
  64. 64. 63 GWT - Benutzerfreundlichkeit Auf welchen Pages habe ich aus Google- Sicht eine schlechte Nutzerfreundlichkeit? Erinnert ihr euch noch, warum Nutzerfreundlichkeit so wichtig war?
  65. 65. 64 Nutzer wollen mobile-freundliche Seiten! Quelle:http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey
  66. 66. 65 GWT – Crawling Fehler Hat Google Probleme beim Crawling meiner mobilen Seite?
  67. 67. 66 GWT – Ach ja…. …wer wissen möchte, welche Inhalte der Googlebot Mobile exakt auf der Seite sieht. 1. 2. Werden meine Inhalte richtig und vollständig dargestellt? Welche HTTP-Antwort bekommt der Googlebot?
  68. 68. 67 GWT – Ach ja….
  69. 69. 68 GWT – Ach ja….
  70. 70. GESAMTÜBERBLICK AUS GOOGLE-SICHT 69
  71. 71. 70 Komplett-Crawl mit Screaming Frog Standard-SEO-Tests & mehr
  72. 72. 71 SERP Snippet im Screaming Frog
  73. 73. 72 SERP Snippet individuell im Screaming Frog
  74. 74. 73 Exkurs: User-Agent-Switcher Add-On für Firefox & Chrome Hilfreich um z.B. stichprobenartig die Darstellung der Snippets in den mobile SERPs zu prüfen. Tipp: Erweiterung mit Import-Liste von Tech Patterns
  75. 75. 74 Exkurs: User-Agent-Switcher
  76. 76. CODE PRÜFEN UND AUFRÄUMEN 75
  77. 77. 76 Mächtige Waffe: mobiReady
  78. 78. 77 mobiReady – ready.mobi
  79. 79. 78 mobiReady – ready.mobi
  80. 80. 79 mobiReady – ready.mobi
  81. 81. 80 Warum eigtl. das ganze Code-Zeugs??? Page-Speed!!!
  82. 82. DIE BREMSEN LÖSEN… 81
  83. 83. 82 Page Speed bei Mobile noch wichtiger  Performance bei Mobile noch wichtiger als auf dem Desktop  Auf dem Smartphone wird eine Seite zw. 40-80% langsamer gerendert als auf dem Desktop-Rechner  85% der Nutzer erwarten, dass die mobile Seite mindestens genauso schnell lädt wie die Desktop- Seite
  84. 84. 83 Pagespeed Insights
  85. 85. MORE GOOGLE STUFF… 84
  86. 86. 85 Googles mobile-friendly Testing-Tool Quick-Check hinsichtlich mobile-friendliness.
  87. 87. SPEZIFISCHE TESTS 86
  88. 88. 87 3 Ansätze im Mobile SEO http://moz.com/blog/the-3-steps-for-success-in-a-multidevice-search-world
  89. 89. 88 Responsive Design  Media Queries hinterlegt?  Meta-Tag „viewport“  Robots.txt -> CSS & JS müssen crawlbar sein.
  90. 90. 89 Responsive Design RESPONSIVE TESTING TOOL. http://mattkersley.com/responsive/
  91. 91. 90 3 Ansätze im Mobile SEO http://moz.com/blog/the-3-steps-for-success-in-a-multidevice-search-world
  92. 92. 91 Dynamic Serving  Manuell testen, ob die wichtigsten User-Agents erkannt werden.  WICHTIG! Wird „Vary: User-Agent“ im HTTP- Header übermittelt?
  93. 93. 92 3 Ansätze im Mobile SEO http://moz.com/blog/the-3-steps-for-success-in-a-multidevice-search-world
  94. 94. 93 SEPARATE MOBILE URL  Mobile User: Desktop auf Mobile?  Desktop User: Mobile auf Desktop?  Canonical auf die Desktop-URL?  rel=„alternate“ auf die Mobile-URL (auch in XML- Sitemap möglich)?  Konsistente URLs bzgl. Desktop vs. Mobile?  Möglichkeit selbständig die Version zu wechseln?  Falsche interne Verlinkungen (z.B. M-Link in D- Version)?  Faulty Redirects?
  95. 95. 94 ANNOTATIONEN Auf der Desktop-URL: Auf der Mobile-URL: Screaming Frog (Custom Filter)
  96. 96. 95 Konsistente URLs www.domain.de/abc m.domain.de/campix x-2015 www.domain.de/campixx m.domain.de/campixx www.domain.de/campixx m.domain.de/abc www.domain.de/abc m.domain.de/abcdef
  97. 97. 96 FAULTY REDIRECTS https://support.google.com/webmasters/answer/4046647?hl=en
  98. 98. WEITERE CHECKS… 97
  99. 99. 98 Keine Flash-Videos https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/
  100. 100. 99 Keine App Interstitials https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/
  101. 101. 100 Local Business -> Local optimiert? Mobile Suchintention ist oft lokale Suchintention!  Website local-optimiert?  Google My Business optimiert?  Citations?
  102. 102. 101 Schema.org eingesetzt? Voice Search!
  103. 103. EIN LETZTER CHECK… 102
  104. 104. 103 Social Buttons Wurden Social Buttons integriert?
  105. 105. 104 Social Buttons 57% der mobilen User in Deutschland nutzen WhatsApp (http://www.statista.com/statistics/291540/mobile-internet-user-whatsapp/)
  106. 106. TOOLS GEFÄLLIG? 105
  107. 107. 106 Mobile Werkzeugkiste http://bit.ly/1MvSnbN http://cms.guenter-schenk.com/de/werkzeugkiste.html
  108. 108. 107 Vielen Dank! Slides verfügbar unter: http://de.slideshare.net/MarioSchwertfeger

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