@Caliberi
SEO: What to look out for in 2017
Image: http://www.chetwoods.com/portfolio/zetter-hotel-clerkenwell/
@Caliberi
SEO: What to look out for in 2017
Image: http://www.chetwoods.com/portfolio/zetter-hotel-clerkenwell/
@Caliberi
Mobile usage trends
http://www.telegraph.co.uk/technology/2016/11/01/mobile-web-usage-overtakes-desktop-for-first-time/
@Caliberi
Most people use a smartphone
https://storage.googleapis.com/think/docs/twg-how-people-use-their-devices-2016.pdf
@Caliberi
One quarter are mobile only
https://storage.googleapis.com/think/docs/twg-how-people-use-their-devices-2016.pdf
@Caliberi
70% of people search on mobile
https://storage.googleapis.com/think/docs/twg-how-people-use-their-devices-2016.pdf
@Caliberi
Google announces mobile first
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
@Caliberi
Bing, on the other hand
“Christi Olson from Bing says that they have
no plans to do a Bing ‘mobile first’ index.”
http://www.thesempost.com/bing-search-will-not-mobile-first-search-index/
@Caliberi
3 types of mobile friendly sites
Responsive Design Dynamic Serving Separate URLs
Images: https://developers.google.com/webmasters/mobile-sites/mobile-seo
@Caliberi
3 types of mobile friendly sites
Responsive Design
• Don’t block images, Javascript or
CSS - Google uses these to render
the page
@Caliberi
Dynamic Serving
3 types of mobile friendly sites
• Use the Vary HTTP header
• Triple check user-agent matching
• Should a tablet user see desktop or
mobile version?
• Ensure the mobile version is fully
SEO optimised
• Meta tags
• Content
• Structured data
@Caliberi
Separate URLs
3 types of mobile friendly sites
• rel=“canonical” and rel=“alternate”
• Page to page mapping
• Ensure the mobile version is fully
SEO optimised
• Meta tags
• Content
• Structured data
@Caliberi
Traffic to every non-friendly page is at risk!
Legacy pages on the website? Forgotten subdomains? Old blog posts?
@Caliberi
Site speed
https://www.thinkwithgoogle.com/intl/en-gb/articles/mobile-page-speed-website-load-time.html
@Caliberi
Test for the real world
Image: http://www.androidcentral.com/t-mobile-confirms-speedtest-data-no-longer-counts-against-data-allowances
@Caliberi
https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf
@Caliberi
Structured data
• Help Google understand your content
• Increase the confidence in its machine learning
@Caliberi
Research• From your (prospective) customers
• Inbound questions (emails, call centre, in store, social)
• Site search
• Public forums
• ‘Alternative’ products
@Caliberi
HTTPS as a ranking signal
“For now it's only a very lightweight signal … But
over time, we may decide to strengthen it”
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
@Caliberi
Google indexing HTTPS pages by default
“We’ll start crawling HTTPS equivalents of HTTP pages,
even when the former are not linked to from any page.”
https://webmasters.googleblog.com/2015/12/indexing-https-pages-by-default.html
@Caliberi
From October
https://security.googleblog.com/2017/04/next-steps-toward-more-connection.html