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The Future of Mobile SEO

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The Future of Mobile SEO By: Cindy Krum MobileMoxie SMX Munich, 2015


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Google’s Mobile-Friendly Tool Unblocking CSS & JavaScript Getting the ‘Mobile-Friendly’ Designation in Mobile SERPS


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Optimizing UX


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Google Prefers Faster Websites – Especially for Mobile: (Currently Testing a New ‘Slow Tag’ in Mobile the SERP)


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Optimizing Branded Queries for Mobile SEO Check Branded and [Brand+Location] Results Links Sub-links Sub-sub Links


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Deep Links are a Positive Mobile Web Ranking Signal & Drive Traffic (Deep Links Look Just Like Other Links) Add App Deep Links 1:1 for Web Mobile SEO Boost in Rankings


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Android Apps are Now a Universal Result (Mobile App Pack) Descriptive App Names Help Exact Match is Even Better Exact Match Keywords in the App Description May Also Help


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Advanced Mobile Site Development Techniques


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Understanding the Advanced Architecture Lingo: Becoming a Common Solution for Big Database Driven Websites Going Responsive


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Warnings About Deferred/Async/Lazy Loading: Google Does not Crawl Links that are Lazy-Loaded & Probably Devalues Text that is Lazy Loaded Google Does Not Click Links to Get Content – Need JavaScript OnLoad Event Google About to Retire their AJAX Development Guidelines


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Warnings About Infinite Scroll Infinite Scroll Still Should break down to Pagination with Rel=“Next” Rel=“Prev” End Pagination with the Last Piece of Content (No un-ending Pagination with Repeating Content) Paginated Pages Should be Included in Sitemaps


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Searching is Changing – Especially on Mobile


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Google Now = Your Personal Knowledge Graph Adding Your Personal Information to their Big Data Mix = More Processing Increasing Amount of Info to Crawl & Index Feeds & Schema More Efficient than Crawling


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Google Now Cards Stocks Weather Reminders Sports TV Shows Traffic & Flights Boarding Pass Shipping Info Public Transit Info Friends Birthdays Public Alerts Hotel & Restaurant


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The New Ideal Result Format for Google is….


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Wearables


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Google Search Google Maps Google Now Google Play Mobile SEO:


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Google Search Google Maps Google Now Google Play Mobile SEO:


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Google As a Presentation Layer for the Internet?


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Mobile Results That Have Gone Full-Screen-Google (See All the Examples in the Appendix of this Deck!) Knowledge Graph Definitions & Concepts Videos – Play from SERP Location/Business Cards Restaurants & Menus Map Queries Weather Hotel Booking Search Flight Booking Search Flight Number Search TV Info Cards (With Season/Episode) Music Info Cards (Tour Dates & Songs/Albums) Song Lyrics Food Nutrition Info Health Condition & Drugs Car Insurance Search How to Boil an Egg (MarthaStewart.com) So Ranking Is Not The Goal #1


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Google is Preventing Blue Links from Showing Above the Fold on Mobile In the US, Only 3% of Searches Return Simple List of Blue Links (Dr. Pete) Info Card/Answer Boxes/Knowledge Graph Results & Other Cards are More Likely to Get Included & Likely to Float to the Top Lots of Google’s Results are Monetized Feeds & Schema


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”Google is essentially competing against us with our own information, and I think that’s a turning point in the relationship between Google and webmasters.” -Dr. Peet http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-to-the-changing-google-serps


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Getting into the Presentation Layer


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Optimizing Universals for Mobile Search & Google Now: Optimize Apps, Images & Videos for Premium Placement at the Top of Mobile Optimize Google+ for Business: Local Cards & Local Schema/Reviews for Map Results, Local Images Deep Link with Apps & Leverage the Google Now API & Google Now Web & Email Schema, Especially with Event/Ticket/Product Schema in Web & Email


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Optimizing Gmail For Crawling, Ranking & Google Now (With Email Schema)


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Optimize Apps for Google Now Push Notifications


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When All Else Fails…


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PPC Ad Extensions Way More Persuasive on Mobile


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Thanks!! Cindy Krum CEO & Founder, MobileMoxie cindy@mobilemoxie.com @Suzzicks


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Thanks!! Cindy Krum CEO & Founder, MobileMoxie cindy@mobilemoxie.com @Suzzicks APPENDIX Examples of Full-Page-Google Mobile Results


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Google Keeps Hotel Searchers in a Google – Controlled Experience


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Searching for Flights Gets You 2 Potential Kinds of Full Screen Results


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See this on Android Phones (Results Different From Android to iPhone)


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Full Page Location Results & Map + Image Results


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Google+ For Business = Google Local for Mobile Location Cards in Search Results Save Favorites Directly to Google Maps


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Wikipedia + Image Results + Knowledge Graph = Your Website is WAY Below the Fold!


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Medical Questions About Conditions & Drugs Take The Full Page


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Deeper Integration with Entertainment: TV Show Info Boxes, Reminders & Inline Video


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Restaurants & ‘Menu’ Searches


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Google is Trying to Answer the Most Important Questions In-Line Too


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