7 things about mobile SEO you need to know

7 things you need to know about Mobile SEO
... Sherlock Style.

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Aleyda Solis, International SEO Consultant at Forex Club and Orainti.
Follow at @aleyda or read in www.aleydasolis.com.


7 Things you need to know about #mobileSEO

by @Aleyda

A new mobile site has been launched and now they tell me I have
to do SEO for it... this is a disaster. I need to call Sherlock!


7 Things you need to know about #mobileSEO

by @Aleyda

I built that f**** mobile site!


7 Things you need to know about #mobileSEO

Moriarty built that mobile site, no
wonder it’s horrendous for SEO!

by @Aleyda

I know... But what could

I have done?


7 Things you need to know about #mobileSEO

Wrong Answer!

by @Aleyda


7 Things you need to know about #mobileSEO

I’m going to show you how to
start doing Mobile SEO!

by @Aleyda

Oh please...


7 Things you need to know about #mobileSEO

by @Aleyda

Here are the 7 things you must know to start doing Mobile SEO...
Sherlock Style!


7 Things you need to know about #mobileSEO

by @Aleyda

1. What’s Your Mobile Audience Behaviour in your Site

To know if your site really has mobile visitors at the moment, if they’re enough to compensate
building a mobile version, what type of content they’re looking for and prioritize it when building
the mobile site.


7 Things you need to know about #mobileSEO

1. What’s Your Mobile Audience Behaviour in your Site

www.google.com/analy-cs/

Use Google Analytics to create a segment for organic mobile traffic to easily identify its
volume, trend, devices, most popular landing pages and keywords used.

by @Aleyda


7 Things you need to know about #mobileSEO

by @Aleyda

2. What’s Your Site Behaviour in Mobile Search Results

To see how your site is already appearing in Google’s search results and -if it’s appearing at all-,
what are the keywords and pages that are already obtaining visibility to prioritize when building
the mobile site.

7 Things you need to know about #mobileSEO

by @Aleyda

2. What’s Your Site Behaviour in Mobile Search Results

www.google.com/webmasters/tools/

Use Google Webmaster Tools to see the top queries and pages showing in Google’s
mobile search results.


7 Things you need to know about #mobileSEO

by @Aleyda

3. What’s Your Audience Behaviour in Google’s Mobile Search

To verify how your audience is already searching in Google Mobile, how they’re searching, the
keywords used and if there’s room to grow for your present mobile traffic.


7 Things you need to know about #mobileSEO

by @Aleyda

3. What’s Your Audience Behaviour in Google’s Mobile Search

www.thinkwithgoogle.com/mobileplanet/
adwords.google.com/o/KeywordTool

Use Google’s Keyword Tool mobile filter to see the keywords your audience search with
from their mobile and Google’s Our Mobile Planet to check how they use mobile devices.


7 Things you need to know about #mobileSEO

by @Aleyda

4. What’s Your Site Behaviour with Mobile Devices

To check how your site looks on the devices that are used by your mobile visitors at the moment
and the specific aspects you need to take into consideration when enabling your mobile version.


7 Things you need to know about #mobileSEO

by @Aleyda

4. What’s Your Site Behaviour with Mobile Devices
www.howtogomo.com/en-­‐gb/d/test-­‐your-­‐site/

www.google.com/webmasters/tools/

developers.google.com/speed/pagespeed/insights

Use Google’s Getmometer, PageSpeed Insights and Google Webmaster Tools “Fetch as
Google mobile bot” to test how your mobile visitors and bots reach and see your site.

7 Things you need to know about #mobileSEO

by @Aleyda

5. What’s Your Content and Product Offer for a Mobile Audience

To identify the type of content and product offering you look to provide to mobile users:
Is it the same than for the desktop site? How can you make it more mobile friendly?


7 Things you need to know about #mobileSEO

by @Aleyda

5. What’s Your Content and Product Offer for a Mobile Audience
Mobilized Look and Feel

Geolocalized content

Reorganized Offer

Validate with the previously gathered data if your mobile users are looking for localized or
mobile oriented content. Do you have a specific offering or the capacity to develop it?


7 Things you need to know about #mobileSEO

by @Aleyda

6. What’s Your Technical Capacity to develop a Mobile Site

If your site is not correctly shown in the mobile devices used by your visitors and potential audience
what’s your capacity to redesign your site to make it responsive, dynamically serve content or build
a parallel mobile version.


7 Things you need to know about #mobileSEO

by @Aleyda

6. What’s Your Technical Capacity to develop a Mobile Site
Mobile Site Alternatives Pros & Cons
Responsive Web Design
Pros

* 1 URL for both versions, no duplication
* Easier and cheaper to maintain
* Popularity consolidation
* No need for redirections

Cons

* Possible redesign need
* Less differentiation of Mobile Content
* Lower mobile focused user experience

Parallel Mobile Site

Dynamic Serving
Pros

Pros

* 1 URL for both versions, no duplication
* Popularity consolidation
* Capacity to differentiate mobile content
* Better mobile user experience

* Easier implementation
* Capacity to differentiate mobile content
* Better mobile user experience

Cons

* Content duplication risk
* Split of link popularity
* Higher cost of maintenance

* Complexity of technical implementation
* Higher cost of maintenance

Cons

All alternatives have Pros and Cons and although the ideal one is going responsive it might
not be suitable depending on your technical capacity and content differentiation needs.


7 Things you need to know about #mobileSEO

by @Aleyda

6. What’s Your Technical Capacity to develop a Mobile Site
SEO Best Practices
Responsive Web Design

Dynamic Serving

* Allow search engines to crawl page’s assets (css,
js, images).

* Server needs to respond with different HTML on the
same URL depending on the user agent requesting
the page: Mobile users and bots should see a
different, mobile specific version.

* Beware of elements that might not display
effectively in mobiles (large images, javascript,
videos, etc).
* Use a CMS or Framework to facilitate the
implementation.

* Use the Vary HTTP header “User Agent” to help
Googlebot discover your mobile-optimized content
faster.

Parallel Mobile Site
* Enable a consistent mobile URL structure under
a “m” subdomain.

* Use HTTP 301 directions to refer mobile users
and bots to the mobile version.
* Add link rel="alternate" tags pointing to the
corresponding mobile URL and link
rel="canonical" tags to desktop URLs.
* Include a link to the relevant desktop page.
* Generate a XML mobile Sitemap.

* Make sure to optimize page speed, especially important for mobile due to bandwidth restrictions.
* Validate that your mobile users see the same than the mobile search bots and avoid cloaking.

Take a look at Google’s recommendations to build mobile optimized Websites:
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7 Things you need to know about #mobileSEO

by @Aleyda

7. Based on the previous aspects, decide on the type of Mobile Web you need

Depending on the audience behaviour searching on Google and visiting your site, your present
mobile Web situation, technical capacity, content and product offering decide on the type of
Mobile site that suits you best.


7 Things you need to know about #mobileSEO

by @Aleyda

7. Based on the previous aspects, decide on the type of Mobile Web you need

h
Follow this flowchart to decide if you should build a new responsive site, implement a dynamic
serving one or build a parallel mobile version depending on your situation.


7 Things you need to know about #mobileSEO

by @Aleyda

Now you’re ready to create and optimize a Mobile Site
... and you can make it look good too!


7 Things you need to know about #mobileSEO

WTF! They made the
Mobile site SEO Friendly

by @Aleyda


7 Things you need to know about #mobileSEO

by @Aleyda

Haha... Yes!
Sherlock 1 - Moriarty 0