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LOCATION3 / A GOOGLE PARTNER
Crystal Ware
Head of SEO
www.location3.com
@crystalware
PREPARING FOR THE
MOBILE ALGORITHM SHIFT
LOCATION3 / A GOOGLE PARTNER
DEFINING MOBILE
LOCATION3 / A GOOGLE PARTNER
LOCATION3 / A GOOGLE PARTNER
REAL-TIME: According to Google, the algorithm will run in “real-time,” meaning it will constantly be updating
and adjusting rankings based on a variety of factors.
PAGE SPECIFIC: The algorithm will be based on a page by page basis, meaning optimized pages will have
a better chance, but a lack for certain optimizations will not penalize an entire site.
APP INDEXING: Google has explicitly said that apps that are indexed in the engine will begin to rank better
in search. This places a big emphasis on linking and correctly marking up app pages the same as you would
traditional pages.
UX: User experience will play a large role in mobile rankings. Bounce rates, time on site, and click-throughs
will all play into how the engine perceives the relevance of a page. Design standards that improve usability
like button and text size will also play into this.
UNDERSTANDING THE ALGORITHM
LOCATION3 / A GOOGLE PARTNER
3 ALGORITHMS TO NOTE THAT EFFECT MOBILE
VENICEFebruary 2012
Greatly increased
local search results
for non geo-
modified searches.
HUMMINGBIRDAugust 2013
More than an update, Hummingbird
focused on
semantic search and
Knowledge Graph,
delivering results based on how
searchers speak rather than
type, preparing for mobile
voice search (think Siri).
PIGEONJuly 2014
Cited as an updated to Venice, modified how
Google interprets location searches, reducing 7-pack
and 3-pack map listing results.
LOCATION3 / A GOOGLE PARTNER
LOCATION3 / A GOOGLE PARTNER
The biggest opportunities and focuses for our
SEO strategy can be seen in this result.
MOBILE FRIENDLY TAG – Designates that the
page in the SERP is mobile friendly.
SNIPPETS- If relevant, Google will display
schema (snippet mark-up).
APP INDEXING- If a result has a related page
within an indexed application, that will appear
next to the result and push that result up further
in SERP.
SERP APPEARANCE- Cont’d
THE GOOD
LOCATION3 / A GOOGLE PARTNER
MOBILE USABILITY ISSUE– A message sent
to webmasters if their site may have issues that
violate the mobile algorithm.
SERPS USABILITY WARNING - If relevant,
Google will display a warning for users that
indicates certain aspects of a page may not
work in mobile.
SERP APPEARANCE- Cont’d
THE BAD & THE UGLY
LOCATION3 / A GOOGLE PARTNER
PREPARING FOR THE MOBILE ALGORITHM SHIFT
MOBILE DESIGN AND
DEVELOPMENT
LOCATION3 / A GOOGLE PARTNER
MOBILE FRIENDLY DESIGN OPTIONS
LOCATION3 / A GOOGLE PARTNER
RESPONSIVE DESIGN• Completely flexible regardless of device type
• Automatically orientates itself based on the screen
size, rather than detecting a specific browser or
device.
• Usually more expensive because of the work it
takes to code and test.
• Requires a significant amount of time up front
understanding page layouts and how those might
render across any device
• Load times may be longer, depending on the size
and content of your site.
• Provides a seamless user experience between
devices
• https://developers.google.com/webmasters/mobile-
sites/mobile-seo/configurations/responsive-design
• https://developers.google.com/web/fundamentals/la
youts/rwd-fundamentals/
LOCATION3 / A GOOGLE PARTNER
ADAPTIVE OR DYNAMIC DESIGN
• Focuses on the user instead of the device or browser.
• Predefined set of layouts are developed based on popular device sizes and then the most relevant layout is presented to
the user depending on the user-agent
• Usually more cost-effective
• Provides a seamless user experience between devices
• https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving
LOCATION3 / A GOOGLE PARTNER
SEPARATE MOBILE PAGES
• Mapping must be accurate between the desktop
and mobile sites.
• Never just send a mobile user to the homepage of
your mobile subdomain
• https://developers.google.com/webmasters/mobile-
sites/mobile-seo/configurations/separate-urls
Desktop
Mobile
LOCATION3 / A GOOGLE PARTNER
• The content must be readable
• Navigation must be easy to see and use
• Make sure images are compressed
• The site needs to be fast
• Think local
• Include a link to the full site if your users are so inclined.
Great Resource:
https://developers.google.com/web/fundamentals/principles
Testing Tools:
https://www.google.com/webmasters/tools/mobile-friendly/
https://developers.google.com/speed/pagespeed/insights/
Webmaster Tools mobility error report
DESIGN CONSIDERATIONS
LOCATION3 / A GOOGLE PARTNER
Common Errors:
• View configuration errors
• Small font
• Touch elements too close
• Content not sized
• Flash usage
Common Mistakes:
• Blocked JavaScript and CSS
• Unplayable content
• Faulty redirects
• Slow load speeds
https://developers.google.com/webmasters/mobile-
sites/mobile-seo/common-mistakes/
ERROR ALERTS!
LOCATION3 / A GOOGLE PARTNER
PREPARING FOR THE MOBILE ALGORITHM SHIFT
MOBILE APP OPTIMIZATION
LOCATION3 / A GOOGLE PARTNER
LOCATION3 / A GOOGLE PARTNER
According to Google, of users that are signed-in, 15% of Google searches on Android now return links to apps through this App Indexing process. In the past quarter, the number of clicks on app deep links have jumped 10x.
LOCATION3 / A GOOGLE PARTNER
On-Metadata
• Application title
• Description
• Imagery and Video
• Memorable Icon
Off-Metadata
• Ratings
• Reviews
• Links
• Social signals
APP STORE OPTIMIZATIONS
LOCATION3 / A GOOGLE PARTNER
APPLICATION INDEXING
App Indexing lets Google index apps just like websites. Deep links to your Android app appear in Google Search results, letting users get to your native mobile experience quickly, landing exactly on the right content within your app.
This is done by creating relationships between the content on your web pages and deep links to content within your application. The first step in this process is to map the content of your web pages to content or functionality that exists within your app. Once mapping is completed, several steps follow to properly implement the deep links and connect your app.
First, you must specify intent filters in your app that will define how to reach the content within your app. This enables you to add deep linking to your app.
Second, you must connect your app to your website through the Google Play Console and Webmaster Tools.
Third, you must provide the deep links. After your app and website are connected, if your app is using an HTTP scheme for handling deep links, Google will automatically start indexing the content of your app using URLs that Google has discovered through web indexing and that map the intent filters established in the first step. If your app is using a custom URI scheme, you will need to specify corresponding deep links to webpages.
To ensure all code has been implemented properly, complete this launch checklist.
Testing your deep links can be done by entering a deep link URL in this testing tool.
LOCATION3 / A GOOGLE PARTNER
PREPARING FOR THE MOBILE ALGORITHM SHIFT
IMPROVING THE
USER EXPERIENCE
LOCATION3 / A GOOGLE PARTNER
SOLICITING USER FEEDBACK
LOCATION3 / A GOOGLE PARTNER
COLLECTING DATA
LOCATION3 / A GOOGLE PARTNER
KEY TAKEAWAYS:
PREPARING FOR THE
MOBILE ALGORITHM SHIFT
1. Identify top traffic and conversion pages2. Ensure those pages are mobile-friendly
3. Consider responsive or adaptive design as a long-term strategy4. App store optimization
5. PR distribution of mobile app 6. Application indexation steps