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Mobile SEO - Aleyda Solis

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SEO best practices and recommendations for Mobile sites
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Aleyda Solis International SEO Consultant Twitter: @aleyda Web: www.aleydasolis.com LinkedIn: http://www.linkedin.com/in/aleyda Mobile SEO
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Page 1: Mobile SEO - Aleyda Solis

Aleyda Solis International SEO Consultant

Twitter: @aleyda Web: www.aleydasolis.com

LinkedIn: http://www.linkedin.com/in/aleyda

Mobile SEO

Page 2: Mobile SEO - Aleyda Solis

Mobile SEO Aleyda Solis | @aleyda

Oh Yeah! Mobile is sooo important

Mobile Search?

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Aleyda Solis | @aleyda

Source: http://www.ourmobileplanet.com/

44%Of US population has a Smartphone

51% of UK population

Mobile SEO

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Aleyda Solis | @aleyda

62%Of US Smartphone users search on a daily basis

Source: http://www.ourmobileplanet.com/

58% of Spain population

Mobile SEO

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Aleyda Solis | @aleyda

5XGoogle’s mobile search has grown in the last 2 years in Spain

Source: http://www.themobileplaybook.com/

Give me Five

Mobile SEO

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Aleyda Solis | @aleyda

32%Has bought a product or service from a smartphone in the US

I also buy with my smartphone

Source: http://www.ourmobileplanet.com/

Mobile SEO

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Aleyda Solis | @aleyda

Why Mobile SEO?

This needs to beOptimized

Mobile SEO

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Aleyda Solis | @aleyda

61%only look at the 1st page of results when conducting a search on their smartphone

Source: http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

One does not simply appearon the 1st page of results

Mobile SEO

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Aleyda Solis | @aleyda

Source: http://www.themobileplaybook.com/

57%

What an ugly site

Say they won’t recommend a business with a poorly-designed mobile site

Mobile SEO

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Aleyda Solis | @aleyda

My website is still not optimized for Mobile

What Should I do now?

Mobile SEO

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Aleyda Solis | @aleyda

Verify how your site looks in mobile devices

Use Screenfly to check how your site looks in a mobile device: http://quirktools.com/screenfly/

Mobile SEO

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Aleyda Solis | @aleyda

It Looks Horrible

Mobile SEO

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Aleyda Solis | @aleyda

Let’sOptimize it

Now

Mobile SEO

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Aleyda Solis | @aleyda

1. Get to know your mobile audience

Mobile SEO

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Aleyda Solis | @aleyda

How many visits do you have from mobile devices?

Use Google Analytics to verify if you have enough mobile visitors

Mobile SEO

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Aleyda Solis | @aleyda

What mobile technology are your visitors using?

Use Google Analytics to verify the device, provider, operating system, screen resolution of your mobile audience

Mobile SEO

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Aleyda Solis | @aleyda

Use Google Webmaster Tools to identify the keywords and pages with more mobile search visibility

How are you found in mobile search?

Mobile SEO

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Aleyda Solis | @aleyda

How are you visited from mobile search?

Use Google Analytics to identify the keywords and pages with more mobile traffic

Mobile SEO

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Aleyda Solis | @aleyda

How does your mobile audience search?

Perform a keyword research focusing on mobile users. Use the Google Keyword research tool.

Mobile SEO

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Aleyda Solis | @aleyda

You already have the information to start your Mobile SEO Process

1. VOLUME AND

CHARACTERISTICS OF YOUR CURRENT MOBILE USERS

2. KEYWORDS AND PAGES

WITH ACTIVITY COMING FROM MOBILE SEARCH

3. KEYWORDS AND CONTENT

WITH THE HIGHEST POTENTIAL IN YOUR MOBILE

SEARCH MARKET

With this data you will be able to focus your mobile SEO strategy

For which device do I have to optimize? What content do I have to prioritize? For which keywords do I have to rank?

Mobile SEO

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Aleyda Solis | @aleyda

2. Develop & Optimize your Mobile Site

Mobile SEO

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Aleyda Solis | @aleyda

... and that your site should prioritize these users, not feature phone’s that tend to disappear

Focus on developing for the mobile device used by your audience

Remember that smartphone penetration will grow 35% this year

Fail

Mobile SEO

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Aleyda Solis | @aleyda

Where should I enable my mobile version?

2. Different URLm.yourbrand.com

1. The same URLyourbrand.com

PROSLess development complexityMore flexibility and mobile content differentiation A likely better mobile usability

CONSContent duplication issuesMore effort required for link / authority buildingHigher maintenance cost

PROSUnique contentEasy and less expensive to maintain Popularity / Authority consolidation

CONSPossible redesign and re-coding of the WebLess control and possible differentiation of mobile contentLower mobile focused experience

What about an App?This would be the next step: If you have enough technical resources, a critical mass of users from a specific device and a

successful mobile site.

Mobile SEO

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Aleyda Solis | @aleyda

http://www.seroundtable.com/bing-mobile-seo-14861.html + http://www.seroundtable.com/single-url-mobile-seo-13521.html

One URL to rule them all

Mobile SEO

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Aleyda Solis | @aleyda

“Responsive web design is the best way to go for mobile SEO”

Pierre Far Google’s Webmaster Trends Analystat SMX London

Preferred Implementation alternative: Responsive Web Design

Mobile SEO

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Aleyda Solis | @aleyda

Which is the best option in your situation?

Recommended

If your content / mobile offer is the same than the desktop oneFor new sites or CMS can easily implement responsive Web designIf most of the mobile users have smartphones / tablets

Recommended

If your content / mobile offer is very different than the desktop oneIf it’s too difficult to implement responsive Web designMost of the mobile users have feature phones

Mobile SEO

1. The same URLyourbrand.com

2. Different URLm.yourbrand.com

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Aleyda Solis | @aleyda

1. One URL: With Responsive Web Design

=

Take a look at the new design of www.directseguros.es

Mobile SEO

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Aleyda Solis | @aleyda

Use a framework like http://twitter.github.com/bootstrap to speed the development process

Mobile SEO

1. One URL: With Responsive Web Design

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Aleyda Solis | @aleyda

2. Different URL: Identify and Redirect mobile users and bots

http://googlewebmastercentral.blogspot.com.es/2011/02/making-websites-mobile-friendly.html

Mobile SEO

This is not cloaking if both see the same content. Don’t block your mobile version with robots.txtIf your mobile content is duplicated (it shouldn’t)

include a canonical tag.

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Aleyda Solis | @aleyda

http://googlewebmastercentral.blogspot.com.es/2011/12/introducing-smartphone-googlebot-mobile.html

Mobile SEO

2. Different URL: Identify and Redirect mobile users and bots

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Aleyda Solis | @aleyda

2. Different URL: Inform about your mobile version with a Sitemap

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=34648

Mobile SEO

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Aleyda Solis | @aleyda

2. Different URL: Indicate the mobile version with a Handheld Tag

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35312

Mobile SEO

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Aleyda Solis | @aleyda

Take into consideration mobile tech restrictions

Make sure the mobile site content is accessible: Beware of Flash, Scripts, etc.

Mobile SEO

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Aleyda Solis | @aleyda

Enhance your website Speed

Avoid bandwith and user’s waiting time problems. Use Page Speed or ySlow.

Mobile SEO

ExternalizingMinifyingCaching

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Aleyda Solis | @aleyda

Organize the content thinking on your mobile user

Remember that your mobile user has less flexibility to browse from a mobile phone: Prioritize the important content

Web design consistency Easy navigation

Show telephone numberMap visualization option

Focus on conversion

Mobile SEO

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Aleyda Solis | @aleyda

Link between the mobile and desktop versions

Include a link in the page’s footer With an option to download App if you have one

Mobile SEO

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Aleyda Solis | @aleyda

Follow the “traditional” SEO Criteria

If you have just one URL with responsive Web design you don’t need to duplicate your efforts

Mobile SEO

Relevancy

Popularity

+

Content

References

http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

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Aleyda Solis | @aleyda

Localize your Mobile Content

And the Map?

Create and optimize pages for each localization.Include local address and phone number.

Use Microdata for businesses and reviews.Create page in Google+ Local.

Create citations and links from local sites

94% of smartphone users in the US have looked for local information

Mobile SEO

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Aleyda Solis | @aleyda

3. Beyond the Web, Optimize Apps

Mobile SEO

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Aleyda Solis | @aleyda

Follow Relevancy and Authority Principles

http://www.mobiledevhq.com/app_store_optimization

Relevancy of the name, provider, description.

Popularity in the number and growth of downloads, ratings and reviews.

Mobile SEO

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Aleyda Solis | @aleyda

Watch the status and updates of Apps search engines

http://www.chomp.com/

Mobile SEO

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Twitter: @aleyda Web: www.aleydasolis.com

LinkedIn: http://www.linkedin.com/in/aleyda

Aleyda Solis | @aleyda

Thank you! Got Questions?

Mobile SEO


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