Date post: | 26-Aug-2014 |
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Self Improvement |
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Aleyda Solis International SEO Consultant
Twitter: @aleyda Web: www.aleydasolis.com
LinkedIn: http://www.linkedin.com/in/aleyda
Mobile SEO
Mobile SEO Aleyda Solis | @aleyda
Oh Yeah! Mobile is sooo important
Mobile Search?
Aleyda Solis | @aleyda
Source: http://www.ourmobileplanet.com/
44%Of US population has a Smartphone
51% of UK population
Mobile SEO
Aleyda Solis | @aleyda
62%Of US Smartphone users search on a daily basis
Source: http://www.ourmobileplanet.com/
58% of Spain population
Mobile SEO
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
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
Aleyda Solis | @aleyda
Why Mobile SEO?
This needs to beOptimized
Mobile SEO
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
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
Aleyda Solis | @aleyda
My website is still not optimized for Mobile
What Should I do now?
Mobile SEO
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
Aleyda Solis | @aleyda
It Looks Horrible
Mobile SEO
Aleyda Solis | @aleyda
Let’sOptimize it
Now
Mobile SEO
Aleyda Solis | @aleyda
1. Get to know your mobile audience
Mobile SEO
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
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
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
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
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
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
Aleyda Solis | @aleyda
2. Develop & Optimize your Mobile Site
Mobile SEO
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
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
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
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
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
Aleyda Solis | @aleyda
1. One URL: With Responsive Web Design
=
Take a look at the new design of www.directseguros.es
Mobile SEO
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
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.
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
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
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
Aleyda Solis | @aleyda
Take into consideration mobile tech restrictions
Make sure the mobile site content is accessible: Beware of Flash, Scripts, etc.
Mobile SEO
Aleyda Solis | @aleyda
Enhance your website Speed
Avoid bandwith and user’s waiting time problems. Use Page Speed or ySlow.
Mobile SEO
ExternalizingMinifyingCaching
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
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
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
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
Aleyda Solis | @aleyda
3. Beyond the Web, Optimize Apps
Mobile SEO
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
Aleyda Solis | @aleyda
Watch the status and updates of Apps search engines
http://www.chomp.com/
Mobile SEO
Twitter: @aleyda Web: www.aleydasolis.com
LinkedIn: http://www.linkedin.com/in/aleyda
Aleyda Solis | @aleyda
Thank you! Got Questions?
Mobile SEO