SEO in 2017 - How to Win & Maximize Results #CCDK17

#seo2017 in #CCDK17 by @aleyda from @orainti
SEO in 2017How to Win & Maximize Results

Hej Denmark!

I’m Aleyda Solis

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
SEO Consultant I Share
BITLY.COM/LIBROSEOALEYDA
I’m Aleyda Solis
I Publish

Blog Speak Featured
I’m Aleyda Solis

I help companies to connect with potential  
customers through search results

Not doing this ;)

Although SEO pillars continue to be fundamental
and the base of any SEO process…
WEB ARCHITECTURE MOBILE CONFIGURATION
RELEVANCE
POPULARITY
LINKS CITATIONS
DESCRIPTIVE, FRESH & QUERY TARGETED TEXT, IMAGE & VIDEO
STRUCTURED DATA
CRAWLABILITY & INDEXABILITY

In 2017 these are key areas to maximise  
your search visibility opportunity
Mobile First  
& AMP
Structured
Data & SERP
Features
Going Secure
- HTTPS

Make your SEO  
Mobile First

Most searches happen now  
via mobile devices
http://searchengineland.com/report-nearly-60-
percent-searches-now-mobile-devices-255025

Google will also start to work with  
a Mobile First Index soon too
https://webmasters.googleblog.com/
2016/11/mobile-first-indexing.html
http://searchengineland.com/google-begins-experimenting-
mobile-first-index-hopes-expand-upcoming-months-262527

Organic search ranking signals will come from  
your Mobile presence, instead of Desktop one
http://searchengineland.com/faq-
google-mobile-first-index-262751

At some point, Google will become Mobile only

However, Websites are known to have  
issues with Mobile optimisation & conversion
http://www.monetate.com/blog/
ecommerce-benchmarks-q4-2016

Countries with the highest percentage of mobile-
friendly sites also see more mobile transactions

How your
mobile targeted
content is
ranking &
converting?
How mobile
users & search
crawlers see
your content?
How your
audience search
in mobile
devices?
It’s time to make your SEO process Mobile First

Check how your mobile visitors are
already searching for your content & oﬀer
Google Search Console

Are mobile searches are diﬀerent 
from desktop ones?

Are you already eﬀectively targeting  
them with your content?

Expand these searches taking into  
consideration conversational searches
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917

Taking into consideration the diﬀerent queries  
made through the customer journey
Inspiration
& Ideas Reviews &
Advice
Brand
Discovery Price &
characteristics
comparison
Where to buy
and availability
Offers,
coupons,
promos

From prices, oﬀers, characteristics  
comparisons to reviews
Offers,
coupons,
promos
Brand
Discovery
Where to buy
and availability
Inspiration
& Ideas
Reviews &
Advice
Price &
characteristics
comparison

Identify and prioritise those searches
with highest mobile share
Google Keyword Planner

Take into consideration the intent,  
context & immediacy
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/

These searches should be targeted  
with a Mobile Friendly site
Responsive Web Design Dynamic Publishing Independent Mobile Site

The 3 main alternatives have also  
optimisation best practices
Don’t block resources: images,
css, js
Include the Vary: User-Agent  
HTTP header
Identify & serve the relevant Web
version to each user agent
Implement Rel Alternate & Canonical tags
between mobile & desktop URLs 
 
Implement 301 redirects between mobile
and desktop URLs to refer user agents to the
relevant alternative if necessary
https://developers.google.com/
webmasters/mobile-sites/mobile-seo/
Responsive Web Design Dynamic Publishing Independent Mobile Site

If you’re a publisher or blog, AMP would be  
the best option a a Mobile strategy

To deliver a faster Mobile Web experience
Mobile Responsive Non-AMP Mobile AMP

While increasing your Mobile search visibility
AMP article rich results 
Can be free-standing in the results
page, or embedded in a carousel of
similar result types. All AMP article
rich results are also rich results.
AMP non-rich results 
A basic, non-graphical search result
pointing to the AMP page.

Check out my AMP presentation 
for more tools, examples & scenarios
http://www.slideshare.net/aleydasolis/
setting-amp-for-success-at-digitalolympus

You can start by verifying if your site has a mobile
version using Chrome’s “Device Mode”
bit.ly/chromedevicemode

Check if there are errors identiﬁed in the  
Mobile Usability report of Google Search Console

As well as with Google’s Mobile Friendly Test
https://search.google.com/
search-console/mobile-friendly

You can do it at a massive scale using URL Proﬁler

To easily identify which are not yet  
Mobile friendly and why

Simulate the Googlebot for Smartphones  
& crawl your site enabling JS rendering
Screaming Frog

Verify that the mobile crawler access  
the same than your users

Identify if there are non-relevant redirects,  
canonicalisation or crawling issues

Your Mobile Web content  
should be also optimised

Although for Mobile,  
it’s ok to hide content
=

https://webmasters.googleblog.com/2016/08/
helping-users-easily-access-content-on.html
It’s critical to facilitate its access  
avoiding pop-ups & interstitials

Don’t do this!

Show an App Banner instead
https://developer.android.com/
distribute/users/banners.html

Verify if your mobile content  
is eﬀectively rendering

Validate how your optimised pages  
are going to be shown in Mobile SERPs
serpchecker

It’s fundamental that your content  
answers the identiﬁed mobile queries
Schedule
Address & Phone
Reservations
Photos & Reviews
Ratings

Identify which of your targeted mobile  
queries rank & convert better
SEOmonitor

If pages ranking in Mobile results are the relevant
ones, with the expected traﬃc & conversions

Assess the gap and opportunities between the
mobile & desktop ranked pages & queries

A mobile targeted SEO process will allow you  
to achieve this type of results

Maximise your
Visibility with  
SERP Features

Besides improving your rankings, SEO is now also
about maximising visibility via SERP Features

Verify which queries are giving you more
visibility already with images, videos & snippets

Identify which queries and functionalities are
already bringing more visibility to competitors
SEMrushAhrefs

Which are the speciﬁc queries that you should
target with each SERP feature

Start using structured data to specify the
meaning of the supported content
https://developers.google.com/search/
docs/guides/intro-structured-data

In addition of rich snippets, they can also give  
extra visibility on mobile results with Rich Cards

You can validate and visualise the result with
Google’s Structure Data Testing Tool
https://developers.google.com/search/
docs/guides/search-gallery

Tracking your SERP Features vs. your competition,
along rankings & traﬃc to prioritise
SEOmonitor

To expand your search results visibility  
& maximise your CTR

Become Secure with
HTTPS

https://letsencrypt.org/stats/
More than 50% of the loaded by
Firefox are using HTTPS

bit.ly/mozhttps
HTTPS is becoming the de-facto standard  
of the best ranked pages too

It’s about giving security and trust to
your users

The perfect opportunity to start migrating
towards HTTP/2 and improve your Web speed
bit.ly/http2seo

Besides giving an additional  
positive ranking signal

The goal is to migrate your rankings and traﬃc  
from your HTTP URLS to your HTTPS ones

Without traﬃc drops

Instead of this!

#seo2017 in #CCDK17 by @aleyda from @orainti bit.ly/httpsmigration
It’s key to follow certain steps & best practices  
for an eﬀective HTTPS migration process

Making sure to consistently canonicalize
and refer to your HTTPS URLs
301 Redirects Canonicalization Internal Linking
XML Sitemaps
Inclusion
HTTPS

You can monitor the activity by creating proﬁles  
in Google Search Console for your HTTPS domains

It’s important to avoid mixing HTTPS migration
with other structural changes

If you use CDNs you should activate HTTPS also  
in the subdomains you have as zones

http://searchengineland.com/chromes-devtools-
seo-10-ways-use-seo-audits-266433
Be careful if you’re hotlinking, all resources
(images, css, js) should be moved to HTTPS
NO

If you use Wordpress, there are plugins that will
facilitate the implementation
https://es.wordpress.org/
plugins/really-simple-ssl/

Validate the SSL certiﬁcate status once
implemented to check for issues
https://www.whynopadlock.com/

Create a list of your top visibility & converting
pages to be prioritised in the validation

Crawl the migrated site emulating both the  
mobile as well as desktop Googlebots

Verify if there are URLs in HTTP that are  
still linked and their status code

If the 301 redirects, canonical tags & links have  
been eﬀectively implemented & updated
NO

… that they are redirecting to the relevant
and indexable HTTPS URLs in each case
NO

Check out my HTTPS presentation 
for more tools, examples & scenarios
bit.ly/dosdontshttps

If you follow the steps & validate the conﬁguration
accordingly this should be the result

By making the most out of all of these  
key SEO opportunities…
Structured
Data & SERP
Features
Going Secure
- HTTPS
Mobile First  
& AMP

You’ll be able to maximise not only your organic
search visibility, but traﬃc and conversions!

Tak!

SEO in 2017 - How to Win & Maximize Results #CCDK17

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