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Mobile SEO Geekout: Learn what to do and how to plan for mobile search

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This presentation outlines what you need to know to achieve mobile SEO success - Ranking well and Driving successful Google mobile traffic for phones and tablets. Cindy Krum, CEO of MobileMoxie originally presented this at #MozCon 2014 in front of an audience of 1,300 peers.

Publicada em: Celular
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Mobile SEO Geekout: Learn what to do and how to plan for mobile search

  1. 1. Mobile SEO GeekOut CINDY KRUM MOBILEMOXIE MOZCON 2014
  2. 2. Mobile Stuff!
  3. 3. Mobile Out-Pacing Desktop
  4. 4. Expand Your Appeal
  5. 5. BS Stats on Mobile & Apps Your Smartphone is OBVIOUSLY not making you smarter!!!
  6. 6. How Are Mobile Rankings Different? Less Room Above the Fold 2 2
  7. 7. How Are Mobile Rankings Different? Expandable Sub-Links
  8. 8. How Are Mobile Rankings Different? PPC has More Impact on SERP
  9. 9. How Are Mobile Rankings Different? More Universals (Esp. Images)
  10. 10. How Are Mobile Rankings Different? More Local Influence
  11. 11. How Are Mobile Rankings Different? Some Mobile & Skip-Redirect Links
  12. 12. How Are Mobile Rankings Different? More Knowledge Graph Activity Trusted Sources
  13. 13. How Are Mobile Rankings Different? Micro-Formats More Important
  14. 14. What About Tablets?
  15. 15. What About Tablets?
  16. 16. How is Mobile SEO Different?
  17. 17. Mobile SEO Ranking Factors MULTIPLE URL MOBILE 75% 10% 10% 5% Impact On Rankings Relationship to Desktop Schema & Markup Page Speed Other SINGLE URL MOBILE 75% 10% 10% 5% Impact On Ranking Normal Stuff Schema & Markup Page Speed Other
  18. 18. The Secret Under-Belly of Mobile SEO ◦Crawler Confusion ◦Inefficient Crawls ◦Additional Domain Errors ◦Problematic Indexing
  19. 19. The Secret Under-Belly of Mobile SEO ◦Less About Rankings (per se) ◦More About Successful Traffic & Interaction
  20. 20. mDot Site SEO ‘m.’ and ‘www.’ Urls with User- Agent Detection & Redirection and Bi-Directional Annotation
  21. 21. mDot Site SEO Desktop Pages: Rel=Alternate to the Mobile Pages Mobile Pages: Rel=Canonical to the Mobile Pages
  22. 22. Selective Serving Site SEO One Url With 2 or More HTML Page Variations, Sent by the Server
  23. 23. Responsive Design Site SEO One Url with Multiple Styling Options Based on Screen Width
  24. 24. The Low-Down on Mobilization Platforms
  25. 25. The Low-Down on Mobilization Platforms
  26. 26. Google Likes Responsive
  27. 27. Google Likes Responsive
  28. 28. Google Likes Responsive
  29. 29. Here is the Problem
  30. 30. Responsive Design Tends to be Slow But…. Google Prefers Responsive Design But… Google Prefers Fast Mobile Pages
  31. 31. Slow is Always Bad in Mobile Hurts Crawl Efficiency Fewer Pages are Indexed Slows the Crawler High Mobile Bounces High Site Abandonment Hurts UX
  32. 32. Knowing When to Choose Responsive Easier Harder
  33. 33. So How Do you Minimize Page Speed?
  34. 34. Design for Mobile First
  35. 35. Remove Unnecessary Code Tool: Google PageSpeed Chrome Plugin
  36. 36. Minimize File Size – CSS, HTML, JS Compress
  37. 37. Minimize File Size – Images Winner!Winner!
  38. 38. Consolidate Round Trip Requests
  39. 39. Optimize Load Order 1. Inline JS and CSS for above the fold content 2. External CSS Calls 3. External JS Calls 4. Defer or asynchronously load JS content below the fold
  40. 40. Set Up HTTP Headers Correctly ◦Proxy & Browser Caching ◦Varies: User-Agent
  41. 41. Browser & Proxie Caching BROWSER CACHING PROXY CACHING
  42. 42. Understanding Varies: User-Agent • Great for ALL Sites with Mobile Content • Impacts CDN Caching Multiple Urls Redirection to ‘m.’ Bi-Directional Annotation One Url Responsive Design Selective Serving HTTP Header ‘varies: user-agent’’
  43. 43. Optimizing UX
  44. 44. Optimizing UX Single Page Mobile Site Architecture? OMG – it’s like a Flash site back in The Day! Maybe that guy can help!
  45. 45. Maximizing Social
  46. 46. Maximizing Social
  47. 47. Hummingbird & Voice Search oGoogle Has been Investing in Voice Search for Years oGoogle believes people search for answers – not Websites. oVoice Search Enables More Searches & More Devices
  48. 48. Schema, Knowledge Graph & Entity Search
  49. 49. Importance of Google Now oLocation Relevant & Synced Cross Device oCombs Searches, Social, Calendar & Email to Anticipate Needs
  50. 50. Wearables Are Mobile Too

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