Info for the NSWBC

1. Brought to you by
GOOGLE’S MOBILEAGEDDON
Is your website ready?

2. Meet your presenters
• Michael Motherwell, Search Director @ Lined
Media

3. • Who I Am & Why I Claim “Expertship”
• What Is This All About?
• How Google Ranks Pages
• What is Known & Unknown
• Does It Affect You?
• What Should You Do?
Feature Presentation

4. Who Is Michael Motherwell?
• Got an IT Degree In 2001
• Dotcom crash happened
• Couldn’t find a “traditional” IT job
• Discovered SEO via a job posting
• Had a “Light bulb moment” about why my sites failed
• Yadda Yadda Yadda
• Have worked In Search Ever Since

6. What’s All The Fuss?
• February 26th, 2015, Google announced a mobile algorithm change set for April
21st
• googlewebmastercentral.blogspot.com.au/2015/02/finding-more-mobile-friendly-
search.html
• Google plans to, in their words, make “more mobile-friendly websites in search
results”
• This excites SEOs, as it gives them the chance to “create content” (which is
king) and to talk at events like this (yes, there is a subtext there)
• This scares everyone else, as names like “Mobilegeddonpocalypse” pop up.

7. Google Done Did A Good Thing

8. How Google Ranks Pages
Originally, there was one algorithm for all searches
• Pre Google: “Relevance” – She who uses the Word most, WINS!
• Early Google: “Relevance” X Importance – Use the word, and have the
most links
Google Today: there are hundreds of subtle variations:
• Recent Google: Relevance X Importance (X Special, Query Specific
Factors)
Special Factors include:
1. Page speed
2. User details (Location, device etc)
3. Mobile factors
4. Specific search elements
5. User feedback

13. Mobilegeddonpocalypse,
Affected Only Mobile
Searches

14. What Happened & Some Confusion

15. Who Was Affected?
Impacted Mobile Searches ONLY
What fraction this is for individual sites can be
determined via Analytics, e.g. it may be a
problem that is 80% of traffic, it might be 10%.

16. Severity Was Misstated
Google has said it affected more SERPs than
any change in history, but the change were
subtle, e.g. people didn’t disappear, they
dropped a few places.
This is like everyone having their tax rate
increased by 0.1% - it would affect a lot of
people – in essence everyone - but no one,
single person a lot.

17. Good News
Google decides as it crawls each individual page if it
is mobile friendly.
Changes you make will have (fairly) immediate
effect, so this is not as disastrous as other updates
on an individual level.

18. What Actually Happened?

19. How Do I Know If It Affected Me?

20. Sign Up For Webmaster Tools
https://www.google.com/webmasters/tools/home?hl=en

21. Webmaster Tools

22. Mobile Usability

23. What Should I Do?

24. Fix Google’s Suggestions
• Most will be self evident for a Designer/developer, but here are some
good links to send them JIC:
 https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/
 Mobile usability: https://support.google.com/webmasters/answer/6101188
BUT There are TWO specific SEO Changes:

25. Don’t Block CSS JavaScript via Robots.txt
DO NOT BLOCK CSS OR JavaScript
User-agent: *
Disallow: /css
Disallow: /javascript
Disallow: /images

26. If You Use An M Site
Make Sure You Redirect Google’s UAs
• http://m.linedmedia.com.au
• https://support.google.com/webmasters/answer/1061943?hl=en
Google
Mobile
Googlebot-
Mobile
[various mobile device types] (compatible;
Googlebot/2.1;+http://www.google.com/bot.html)
Google
Smartphone
Googlebot Mozilla/5.0 (iPhone; CPU iPhone OS 6_0 like
Mac OS X) AppleWebKit/536.26 (KHTML, like
Gecko) Version/6.0 Mobile/10A5376e
Safari/8536.25 (compatible; Googlebot/2.1;
+http://www.google.com/bot.html)

27. Feedback Loop: Test Your Site
• https://www.google.com/webmasters/tools/mobile-friendly/

28. Feedback Loop: Test Your Site

29. Wrapping This Up
1. Get Webmaster Tools - https://www.google.com/webmasters/tools/
2. See if Google has flagged your site
3. If Google has, Fix the errors
4. Test the individual pages https://www.google.com/webmasters/tools/mobile-friendly
5. Make SURE:
i. You DO NOT Block CSS JS in you robots.txt
ii. For M Sites, you redirect the Google Uas

31. Some Reading On SEO
1. Learn
i. https://moz.com/beginners-guide-to-seo
ii. Google’s Advice
iii. https://moz.com/learn/seo
2. Some Tools
i. Find Relevant Keywords
ii. https://moz.com/researchtools/ose/ - Research your links
3. Sign up
1. https://www.google.com/webmasters/tools/home?hl=en - WMT
2. www.Google.com/analytics - Analytics
4. Find This Slide

32. Lined Media
Suite 7, 174 Pacific Highway
North Sydney, NSW
02 8021 3384
Thanks for your time.
Let’s keep talking

33. How to interact