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#semrushlive A COMPLETE GUIDE TO MOBILE SEARCH Adam Whittles Kostas Voudouris #semrushlive
| Date post: | 28-Jul-2015 |
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Mobile |
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#semrushlive
A COMPLETE GUIDE TO MOBILE SEARCH
Adam Whittles Kostas Voudouris
#semrushlive
#semrushlive
@AdamWhittles
linkedin.com/in/adamwhittles
Adam WhittlesSEO Director @ Maxus UK
@kvonweb
linkedin.com/in/kostasvoudouris
Kostas VoudourisSEO Director @ MEC US
#semrushlive#semrushlive
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Time Spent per Adult per Day with Digital Media (US) 2008 - 2015YTD
Internet Usage Growth +11% Y/Y = Mobile @ 3Hours/Day per User vs. <1 Five Years Ago
Source: eMarketer 9/14 (2008-2010), eMarketer 4/15 (2011-2015). Note: Other connected devices include OTT and game consoles. Mobile includes smartphone and tablet. Usage includes both home and work. Ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking.
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”And at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google
searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
*Google Internal DataSource: http://adwords.blogspot.com/2015/05/building-for-next-moment.html
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Source: IMRG and Capgemini’s Quarterly Benchmark 2015
Mobile penetration up from 37% in the previous quarter
1 in 4 mobile commerce sales are now through
smartphones
Mobile accounts for 40% of all online retail sales
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Mobile SEO accounts for roughly 35% of all SEO traffic*
*percentage calculated from a cross section of clients' analytics.
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Data provided by SearchMetrics from their 2014 US Google Ranking Factors Study
36% of mobile web search results vary from desktop, with 23% showing pages from completely different sites
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The Fold
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8
9
7
8
9
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GooglebotMobile
Crawling Errors
Changes in Mobile
Rankings
201420132012
Mobile Results & Test Tool
PageSpeed Insights
Indexing Android
Apps
Mobile Usability
2015
Usability Warnings
Mobile Search Queries Stats
Warnings for Flash
Sites
Faulty Redirects
2011
Mobile-friendly Update
Timeline of Google Mobile Events
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2015
Mobile-friendly Update
April 21st 2015
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3 out of 4 of the top 4,000 websites are
mobile-friendly
Source of top websites: SEMrush Rank: http://www.semrush.com/info/rank.html
Raw Data: http://ge.tt/9AB4mvE2/v/0
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#MOBILEGEDDON
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#MOBILEPOCALYPSE
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7 Days After Mobilegeddon: How Far Did the Sky Fall?
Source: https://moz.com/blog/day-after-mobilegeddon
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So What Happened?
Gary Illyes (Web Trends Analyst @Google):
“The term ‘mobilegeddon’, coined after it was suggested the effect of the mobile friendly would be bigger than Penguin and Panda combined, was misunderstood by the SEO community and press. To clarify, the size of the impact was bigger only in terms of number/volume of websites affected.
However, the size of the impact per website was much smaller.”
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#semrushlive
Responsive Separate URLs Dynamic Serving
• ALL devices• 1 URL• Same Content/HTML• Use CSS to render pages
• Separate Mobile & Desktop URLs example.com/m/ m.example.com• Different HTML
• All devices • 1 URL• different HTML (and CSS)
depending on user agent (desktop or mobile device)
Pros
• 1 URL• Easier to maintain• Link Consolidation• No Redirects > Reduce Loading Time• Recommended By Google (saves
resources, pages crawled once)
• Better Mobile Experience• Faster• Dedicated Mobile Content• Easier Implementation
• 1 URL• Link Consolidation• Capacity for different mobile
content
Cons
• Slower• All content is downloaded whether it is
used or not. This can be problematic for image intensive websites
• Same Mobile/Desktop Content
• Link Equity Dilution• Higher Cost to maintain• Crawled Multiple Times with
different user agents
• Slower • Higher Cost to maintain• Old Redirect Lists• Complex technical implementation• Crawled Multiple Times
SEO
• Check Google Webmaster Tools Crawl Errors for Redirect & 404 Errors
• Check Page Load Time for Mobile and Desktop
• Allow Search Engines to crawl all assets (CSS, Images, JS)
• Redirect Mobile Users and Bots to the mobile site
• Test Desktop Site for Redirects & 404 Errors
• Add Rel=Alternate to desktop and rel=Canonical to mobile site
• XML Mobile Sitemaps
• Use user-agent vary header to help search bots to find your mobile content
• Test for Vary: User-Agent HTTP Header
Source (modified): John Shehata, Executive Director of Search at ABC News
Choosing a mobile setup
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Just because Google strongly recommends using responsive
design doesn’t mean you should automatically choose responsive
design for your site
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When responsive isn’t suitable: Disney.co.uk
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1. How much budget do you have?2. How much engineering/technical resource do you have available?3. Do users interact differently between your mobile and desktop
sites?4. Do you need a fast website based on your target audience search
behaviour?5. Is your content designed for sharing?6. Do you use a CDN to speed up content delivery?7. Does your content rely heavily on images or picture galleries?
Questions to consider when deciding which mobile setup to use
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Source: BrightEdge
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Non-mobile friendly URL in mobile search. Desktop homepage is missing the rel=“alternate” tag
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Crawl your site using Googlebot’s mobile User Agent
deepcrawl.com
screamingfrog.co.uk
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Check your URL Errors with Google’s Search Console
https://www.google.com/webmasters/tools/home
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Make your web pages fast on all devices.
https://developers.google.com/speed/pagespeed/insights/
Check Speed and UX with Google
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Check your Mobile Usability in Google’s Search Console
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Google’s Mobile Friendly Test
• Check if Google considers your pages as “mobile-friendly”
• Get feedback for the pages that do not pass the test
https://www.google.com/webmasters/tools/mobile-friendly/
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Get your Google Mobile Score from the Chrome Extension
https://chrome.google.com/webstore/detail/mobile-friendly-checker/gmfflfmdcdecdonfogdofmomfhiabaeg
• Get the score (0-100) Google give to your site
• See how the different rules impact your score.
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Check more URLs with the Bulk Checkerhttp://www.urlitor.com/mobile
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Mobile Rules Explained
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Fix quick issues to improve your score or pass the test
You cannot turn your website into a mobile-friendly site in just a few minutes.
However, if your site is on the borderline of passing the test, fixing an issue can potentially make your site “mobile-friendly” in the eyes of Google.
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Compare your Mobile vs. Desktop Ranked keywords with SEMrush:
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Check
• If the page that ranks on desktop is mobile-friendly or has a mobile-friendly version with one of the tools provided.
• Check if/how Google sees the mobile-friendly version of your page.
• The competition
Ranking well on Desktop but not on Mobile?
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Mobile Score
73
91
96
99
99
96
59
99
Data: SEMrush, Keyword: portal gun, Search Engine: Google US (08 Jun 2015). 12,100 monthly searches in Google US (Google Keyword Planner)
Rankings for “portal gun” Desktop Vs. Mobile
