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Surviving Mobilegedon to be a Mobile SEO Superhero

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@suzzicks


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How to be a Mobile SEO Super Hero in a Post 4/21 World @suzzicks


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@suzzicks


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@suzzicks OMG - What is Going On?


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@suzzicks We Need a Hero!


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Surveying the Mobile Landscape @suzzicks


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What is the Threat? @suzzicks


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Google’s Goal @suzzicks


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Types of Mobile Sites mDot Rel=“Alternate” Rel=“Canonical” @suzzicks Responsive Design Selective Serving Single Page App


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Desktop Is the Default Canonical mDot Site Responsive/Dynamic Serving App Deep Linking CANONICAL TO DESKTOP @suzzicks


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Honor the Integrity of the Canonical Internal Links Server Rules @suzzicks 301 Redirects SelfReferencing Canonicals XML Sitemap


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Settings that Impact Mobile Search Logged In or Out @suzzicks Chrome vs. Google Now Location & Privacy Android vs. iOS


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Standard vs. Basic Search Results Standard Search Results @suzzicks Basic Search Results


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Fundamental 4/21 Changes Desktop Crawl is for Content & Desktop Rendering is Canonical Mobile Crawl focuses on Rendering Rather Than Content • For mDot Sites • For Responsive Design & Selective Serving • In App Indexing & Deep Linking @suzzicks • Need CSS & JS to Render • Rendering is about UX • Hidden Text & Links are Devalued


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Why CSS & JavaScript?


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Why CSS & JavaScript? @suzzicks


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Why CSS & JavaScript? @suzzicks


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Why CSS & JavaScript? @suzzicks


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Testing for “Mobile-Friendly”ness @suzzicks


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Mobile-Friendly Test @suzzicks


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Webmaster Console Fetch & Render @suzzicks


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Webmaster Console Mobile-Friendliness GET IMAGE  @suzzicks


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Mobile UX Signals View Port @suzzicks Font Size & Tap Target Size Flash & Errors


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Improving Page Speed with Images Sprites File Size Quality: 326 PPI Width: 200px @suzzicks Responsive Images.org Image Server Quality: 85% Width: 300px Quality: 70% Width: 150px


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ResponsiveImages.org • HTML5 for: • Crop • Scale • Art Director @suzzicks


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@suzzicks Packs Cards Carousels Expansion Information Semantic Answers Aggregations Interactions Easy to See Featured Other Recent Changes to the SERP Natural Language Compound Search Entity Understanding


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Hero's Need a Deeper Understanding of ‘Intent’ @suzzicks


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Intent Desktop Intent @suzzicks


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Intent Mobile Intent @suzzicks


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Device – Intent Matters! It’s a Ranking Factor. @suzzicks


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What Might Indicate Mobile Intent? 1. 2. 3. 4. 5. 6. 7. Voice Search/Natural Language Searches for Apps Local/Map Search News Search Shopping Search Video Search Image Search @suzzicks 8. Find Phone Numbers 9. Music Download Search 10. Media Download Search 11. Fact Search 12. Function Search 13. Search Device 14. Social Interaction


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Answers aka Featured Rich Snippets @suzzicks


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Answers aka Featured Rich Snippits @suzzicks


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Answer Doubles “Lois Lane is a fictional character appearing in comic books published by DC Comics. Created by writer Jerry Siegel and artist Joe Shuster, the character first appeared in Action Comics #1 (June 1938). Lois Lane is an awardwinning journalist and the primary love interest of Superman.” @suzzicks


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Variable Description Length (Page Scrape - Not Meta Description) 135 306 135 340 134 @suzzicks


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More Interaction from the SERP @suzzicks


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More Interaction from the SERP @suzzicks


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Identity Queries & Card Results @suzzicks


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Compound Search Queries Query Query + Click @suzzicks Same Query


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Implied Keywords “How tall is it?” @suzzicks


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Schema.org on Mobile TV Show Recipe @suzzicks Restaurant


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Crumb Trail Url Formatting Westword > news > photos-ten-best-park… denver.cbslocal.com > top-lists top-pla… Yelp > search > Find_loc=Denver,+CO @suzzicks www.denver.org > denver-parks


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Crumb Trail Url Formatting Yankee Candle > mobile Search for: “Scented Candle” Bath & Body Works > family Anthropologie > candles > home-candle @suzzicks


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Making Apps Your Ally @suzzicks


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5 Types of App Results App Pack @suzzicks App Single App Carousel Icon Deep Links Deep Links


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Android & iOS Intent @suzzicks


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Understanding App Packs @suzzicks


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Android Deep Linking User Experience @suzzicks Google’s Deep Linking case studies: https://developers.google.com/app-indexing/case-studies


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Google Require Website Parity to Rank Deep Links App “Google will be considering "high quality" apps to be a positive ranking factor in mobile search.” -Mariya Moeva (Google Webmaster Trends Analyst, SMX West 2015) @suzzicks Web


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Deep Links Without Website Parity Social Media @suzzicks Spotlight Search API Email & Paid Ads


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Maintaining Super Hero Status @suzzicks


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Leveraging Google+ for Local -Name -Address -Phone @suzzicks


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Marking Up Email & Contacts “Mobile email opens have grown by 180% in 3 years.” @suzzicks


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PPC Results Taking Up More Room on Mobile • • • • • • click-to-call star ratings app icons links for directions ad extensions These could be more of a threat to SEO moving forward @suzzicks


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TV & Media Sponsored Results (No Installation Necessary) @suzzicks


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Sponsored App Results @suzzicks


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Shopping Sponsored Results @suzzicks


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Travel Sponsored Results @suzzicks


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Predictive Search – Google Now @suzzicks


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Predictive Search – Google Now @suzzicks


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Predictive Search – Google Now @suzzicks


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The End @suzzicks


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Thanks! Cindy Krum cindy@mobilemoxie.com Call: 720-231-7277 Twitter: @Suzzicks @suzzicks


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@suzzicks


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