Mobile SEO for Tourism Companies #BeWizard

transcript

HOW TO GROW YOUR TRAVEL BUSINESS WITH MOBILE SEARCH MOBILE SEO FOR TOURISM COMPANIES

MOBILE SEO FOR TRAVEL BUSINESSES BY ALEYDA SOLIS FROM

HI, MY NAME IS ALEYDA SOLIS, I’M AN SEO

HI, MY NAME IS ALEYDA SOLIS, I’M A MOBILE ADDICT

HI, MY NAME IS ALEYDA SOLIS, I’M A FREQUENT TRAVELER

VISIBILITY TRAFFIC CONVERSIONS

I’M GOING TO HELP YOU TO INCREASE YOUR VISIBILITY IN MOBILE SEARCH RESULTS

MOBILE IS A GROWING PLATFORM IDEAL TO EXPAND YOUR BUSINESS

http://www.howtogomo.com/en-gb/d/why-get-mo/

MOBILE IS A GROWING PLATFORM IDEAL TO EXPAND YOUR BUSINESS

YOU NEED TO CONNECT WITH THE TRAVELERS WHO USE MOBILE SEARCH

RELYING ON MOBILE FOR THEIR ONLINE ACTIVITIES

TO DREAM, PLAN, BOOK, EXPERIENCE & SHARE

THEIR TRAVEL EXPERIENCE ONLINE

http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/

TO DREAM, PLAN, BOOK, EXPERIENCE & SHARE

THEIR TRAVEL EXPERIENCE ONLINE

CARING ABOUT THEIR MOBILE WEB EXPERIENCE

LET’S MOBILIZE YOUR SEO NOW

FIRST RESEARCH AND ANALYZE

USE THE GOOGLE KEYWORD TOOL WITH THE MOBILE FILTER

https://adwords.google.com/o/KeywordTool

VERIFY YOUR GOOGLE ANALYTICS WITH THE MOBILE SEGMENTS

www.google.com/analytics/

AND YOUR WEBMASTER TOOLS QUERIES WITH THE MOBILE FILTER

www.google.com/webmasters/tools/

CHECK GOOGLE’S RELATED & SUGGESTED MOBILE SEARCHES

CHECK YOUR VISITORS MOBILE DEVICES IN GOOGLE ANALYTICS

FOR YOUR KEYWORDS IN YOUR SITE IN YOUR MOBILE RESULTS

VERIFY HOW YOUR CONTENT IS SEEN USING MOBILE EMULATORS

USE THE OPERA MOBILE EMULATOR: http://dev.opera.com/articles/view/opera-mobile-emulator/

THE USER AGENT SWITCHER EXTENSION FOR FIREFOX OR ULTIMATE USER AGENT SWITCHER IN CHROME

ARE YOUR MAIN CONTENT ELEMENTS INCLUDING THE KEYWORDS?

TITLE & DESCRIPTION

CONTENT

TITLE & DESCRIPTION

CONTENT

DANGER! THIS IS NOT OPTIMIZED

TITLE & DESCRIPTION URL

CONTENT

SHOULD BE RELEVANT AND CONCISE

TITLE & DESCRIPTION URL

CONTENT

COOL! THIS IS OPTIMIZED

SHOULD BE RELEVANT AND CONCISE

IS YOUR OWN SITE & CONTENT STILL NOT OPTIMIZED?

WHY TAKING THE USER ELSEWHERE?

I CANNOT READ IT

IS YOUR SITE & CONTENT STILL NOT OPTIMIZED?

WHY TAKING THE USER ELSEWHERE?

I CANNOT READ IT YOU’RE LOSING POTENTIAL MOBILE CLIENTS

NOW YOU HAVE A BETTER VISION OF YOUR MOBILE ACTIVITY

IDENTIFY THOSE KEYWORDS WITH THE HIGHEST SEARCH VOLUME AND MOST RELEVANT INTENT

TO CREATE CONTENT, SERVICES AND OFFERS TARGETING THOSE MOBILE SEARCHES

IT’S TIME TO DEVELOP YOUR MOBILE PRESENCE

HOW DO YOU ENABLE YOUR MOBILE SITE?

PROS AND CONS OF MOBILE SITE STRUCTURES

RESPONSIVE WEB

DYNAMIC SERVING

PARALLEL MOBILE SITE

HOW DO YOU ENABLE YOUR MOBILE SITE?

YOUR MOBILE SITE SHOULD ALWAYS BE FAST

https://developers.google.com/speed/pagespeed/insights

USE PAGESPEED INSIGHTS MOBILE FILTER AND FOLLOW THE MOBILE SPEED GUIDELINES https://developers.google.com/speed/docs/best-practices/mobile

https://developers.google.com/speed/pagespeed/insights

YOUR MOBILE SITE SHOULD ALWAYS BE FAST

SPECIFICALLY FOR RESPONSIVE WEB DESIGN MOBILE DEVELOPMENT

* Allow search engines to crawl page’s assets (css, js, images). * Beware of elements that might not display effectively in mobiles (large images, javascript, videos, etc). * Use a CMS or Framework to facilitate the implementation.

CHECK OUT GOOGLE’S RECOMMENDATION FOR RESPONSIVE

https://developers.google.com/webmasters/smartphone-sites/javascript

TO CHECK RESPONSIVENESS USE TOOLS LIKE http://mattkersley.com/responsive/

SPECIFICALLY FOR DYNAMIC SERVING MOBILE DEVELOPMENT

* Server needs to respond with different HTML on the same URL depending on the user agent requesting the page. * Use the Vary HTTP header “User Agent” to help Googlebot discover your mobile-optimized content faster.

CHECK OUT GOOGLE’S RECOMMENDATION FOR DETECTING USER AGENTS

https://developers.google.com/webmasters/smartphone-sites/redirects

TO CHECK DYNAMIC SERVING USE TOOLS LIKE http://web-sniffer.net/ AND THE “FETCH AS GOOGLEBOT” OPTION IN GOOGLE WEBMASTER TOOLS

SPECIFICALLY FOR PARALLEL MOBILE DEVELOPMENT

* Enable a consistent mobile URL structure under the “m” subdomain. * Use HTTP 301 directions to refer bots and users to their correct mobile or desktop page version. * Add link rel="alternate" and link rel="canonical" tags in the mobile and desktops versions referring each other. * Include “rel=alternate” annotations in Desktop Sitemaps

CHECK OUT GOOGLE’S RECOMMENDATION FOR PARALLEL MOBILE SITES https://developers.google.com/webmasters/smartphone-sites/details

TO CHECK DYNAMIC SERVING USE TOOLS LIKE http://web-sniffer.net/ AND THE “FETCH AS GOOGLEBOT” OPTION IN GOOGLE WEBMASTER TOOLS

YOU CAN NOW DEVELOP AN EFFECTIVE MOBILE SITE STRUCTURE

CHECK OUT THIS GUIDE FOR FULL SEO FRIENDLY MOBILE SITE DEVELOPMENT http://www.stateofsearch.com/mobile-seo-audit/

LET’S OPTIMIZE AND MAXIMIZE YOUR MOBILE SITE

OPTIMIZE AND ORGANIZE YOUR MOBILE CONTENT WITH CONSISTENCY

INTERSTITIALS ARE INTRUSIVE

NON INTRUSIVE SUGGESTION

INTERSTITIAL MIGHT ALSO HURT THE MOBILE SITE CRAWLABILITY

OPTIMIZE AND ORGANIZE YOUR MOBILE CONTENT WITH CONSISTENCY

INTERSTITIALS ARE INTRUSIVE

NON INTRUSIVE SUGGESTION

BUT CONTENT IS NOT CORRECTLY SHOWN

APPEARS ON MOBILE SEARCH RESULTS

REMEMBER NOT ALL CONTENT IS SHOWN WELL IN MOBILE

BUT CONTENT IS NOT CORRECTLY SHOWN

APPEARS ON MOBILE SEARCH RESULTS

BE CAREFUL WITH FLASH, SCRIPTS & VIDEOS. HTML 5 CAN BE YOUR BEST FRIEND FOR MOBILE

YOU SHOULD ALSO OPTIMIZE FOR MOBILE CONVERSIONS

VERY VISIBLE AND EASY TO CLICK BUTTONS WITH CALL TO ACTIONS

ONLY MOST IMPORTANT CONTENT. DEFER SECONDARY INFORMATION

CHECK MOBILE USABILITY BEST PRACTICES IN http://www.nngroup.com/articles/mobile-site-vs-full-site/

YOU SHOULD ALSO OPTIMIZE FOR MOBILE CONVERSIONS

VERY VISIBLE AND EASY TO CLICK BUTTONS WITH CALL TO ACTIONS

ONLY MOST IMPORTANT CONTENT. DEFER SECONDARY INFORMATION

MAXIMIZE YOUR MOBILE SEARCH VISIBILITY WITH RICH SNIPPETS

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170

INCLUDE STRUCTURED DATA FOR EVENTS, YOUR BUSINESS, AUTHORS, REVIEWS, ETC.

MAXIMIZE YOUR MOBILE SEARCH VISIBILITY WITH RICH SNIPPETS

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170

http://www.google.com/+/business/

MOBILE SEARCHES ARE USUALLY LOCALIZED

MAXIMIZE YOUR MOBILE SEARCH VISIBILITY WITH GOOGLE+ BUSINESS

http://www.google.com/+/business/

MOBILE SEARCHES ARE USUALLY LOCALIZED

CREATE ALSO PRESENCE IN TRAVEL OR LOCAL AGGREGATORS LIKE TRIPADVISOR AND YELP

MAXIMIZE YOUR MOBILE SEARCH VISIBILITY WITH GOOGLE+ BUSINESS

AND INCENTIVIZE YOUR USERS TO SHARE THEIR EXPERIENCE

GAMIFY THE SHARING EXPERIENCE

SHOW YOUR REVIEWS AND ASK FOR MORE

YOU WILL BE MORE VISIBLE AND CONNECT WITH YOUR MOBILE USERS

FINALLY, YOU NEED TO MEASURE YOUR MOBILE SEARCH ACTIVITY

FOLLOW-UP YOUR MOBILE RANKINGS, TRAFFIC AND CONVERSIONS

WHICH KEYWORDS AND PAGES ARE RANKING AND CONVERTING OVER TIME?

YOU CAN USE GOOGLE ANALYTICS AND GOOGLE WEBMASTER TOOLS

WHICH KEYWORDS AND PAGES ARE RANKING AND CONVERTING OVER TIME?

BENEFITS > COSTS

MOBILE SEO

VISIBILITY VISITS

REGISTRATIONS BOOKINGS

DEVELOPMENT MAINTENANCE

CONTENT PROMOTION

WITH THIS INFORMATION YOU CAN OPTIMIZE THE RESULTS OVER TIME

IS THE ROI OF THE MOBILE SEO PROCESS POSITIVE?

EXPAND, OPTIMIZE OR CHANGE THE MOBILE PRESENCE ACCORDINGLY

YOU CAN FOLLOW ME IN TWITTER AT @ALEYDA

QUESTIONS?

THANKS PHOTOS UNDER CREATIVE COMMONS TAKEN FROM FLICKR

Mobile SEO for Tourism Companies #BeWizard

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