Don't Blame it on Your MUM: Mobile SEO Now & in the Future - Cindy Krum

1. Don’t Blame it on Your MUM MobileMoxie.com @Suzzicks
2. MobileMoxie.com @Suzzicks
3. Mothers Day is May 8th MobileMoxie.com @Suzzicks
4. Mothers Day is May 8th This Sunday…. MobileMoxie.com @Suzzicks
7. Blame it on Your MUM What About Good Old MUM MUM: Multitask Unified Model Google’s new technology for answering complex search queries. MobileMoxie.com @Suzzicks
10. Google-y SERPs Mobile- First Indexing Entity-First Indexing Knowledge- Graph Build-Out ENTITY- FIRST INDEXING: Same As Same As Same Result Is: MobileMoxie.com @Suzzicks
11. Google-y SERPs Mobile- First Indexing Entity-First Indexing Knowledge- Graph Build-Out ENTITY- FIRST INDEXING: Same As Same As Same Result Is: MobileMoxie.com @Suzzicks Massive Knowledge Graph Build- out &In Some Cases, a Land- Grab!
14. MobileMoxie.com @Suzzicks 1/3
31. MobileMoxie.com @Suzzicks Google MultiSearch Queries + Images MobileMoxie.com @Suzzicks V
32. MobileMoxie.com @Suzzicks MobileMoxie.com @Suzzicks
33. Visual Search is Growing in Importance & Adoption MobileMoxie.com @Suzzicks
34. Visual Search is Growing in Importance & Adoption MobileMoxie.com @Suzzicks
35. MobileMoxie.com @Suzzicks Google Vision AI
37. MUM Seems to Try to Build-Out the Natural Next Steps of a Query MobileMoxie.com @Suzzicks
42. MobileMoxie.com @Suzzicks V-4/4
43. MobileMoxie.com @Suzzicks V
45. MobileMoxie.com @Suzzicks V-2/2
46. Google Still Really Wants to Make Money Product MobileMoxie.com @Suzzicks
47. But if they cant do that…. They want to Narrow it down And Learn Next Steps & Refinements MobileMoxie.com @Suzzicks
48. But Why? Feeding Machine Learning Algorithms for Language Understanding MobileMoxie.com @Suzzicks
49. Google Cares About Voice Search – Even if SEO’s Mock It The global smart speaker installed base is expected to reach 640 million 2024, doubling from 320 million in 2020 MobileMoxie.com @Suzzicks
50. Spoken Language is Confusing Compared to Written Language MobileMoxie.com @Suzzicks
51. Google & Amazon BOTH Want to Crack the Code for Voice Shopping … Pretty Bad MobileMoxie.com @Suzzicks
52. MobileMoxie.com @Suzzicks Google Might Not Even WANT People to Interact with Brand Websites Directly with Voice!
54. Google Search Click-through Rate (CTR) WORLDWIDE IN 2020, BY DEVICE & TYPE MobileMoxie.com @Suzzicks
55. • Desktop: 46.5% of searches were zero-click • Mobile: 77.2% of searches were zero-click MobileMoxie.com @Suzzicks
56. Google Blames This on: o Reformulating queries to find more relevant results o Looking up quick facts o Finding local business details o Navigating from the results directly to an app MobileMoxie.com @Suzzicks
57. MobileMoxie.com @Suzzicks V
58. If Google Cares So Much About Mobile, Why Give Up on AMP? MobileMoxie.com @Suzzicks 1/3
62. Mobile is Not What You Think! MobileMoxie.com @Suzzicks
64. Monolithic vs. Microservices vs. Faas Function Function Function Function Function Function MicroServices MicroServices MicroServices Monolithic Application MobileMoxie.com @Suzzicks
65. Tokenization of Search Token Token Token Token Token Token Google Index Google Index Google Index Topic Layer Subtopics MobileMoxie.com @Suzzicks
66. When Google finally announced Fraggles, they called them ‘Passages’ MobileMoxie.com @Suzzicks
67. AMP Highlighting for Featured Snippets MobileMoxie.com @Suzzicks MobileMoxie.com @Suzzicks
68. MobileMoxie.com @Suzzicks MobileMoxie.com @Suzzicks
69. CLIPS MARKUP MobileMoxie.com @Suzzicks
70. SEEK MARKUP MobileMoxie.com @Suzzicks
71. Speakable Schema: FAQ, How To & Q&A FAQ • Great for lots of page types – Product, Blog Post, Pricing, Category, etc. How To • Great for Blog Posts, Pricing Pages, Feature Pages Q& A • The Toughest One – Questions Have to be Submitted by Users FAQ How To Q&A MobileMoxie.com @Suzzicks
72. And this makes sense because of Voice. They Need Answers – Not lists of Websites MobileMoxie.com @Suzzicks
73. UserAgent: DuplexWeb-Google MobileMoxie.com @Suzzicks
74. MobileMoxie.com @Suzzicks Feeding the AI Is a Big Deal!
75. AI Title Tag Changes by Country MobileMoxie.com @Suzzicks
76. Google Uses AI to Re-Write Content Like Wikipedia Entries…& Title Tags MobileMoxie.com @Suzzicks
77. They Can Re- Mix Content they Host in AMP Stories & Knowledge Graph Navigation Sometimes Persists… MobileMoxie.com @Suzzicks
79. Scraped, Re-Written & Re- Combined AI Content in SERPs is One Way Google Could Stay Out of Trouble in the EU MobileMoxie.com @Suzzicks
80. What You Can Expect from MUM? (Pure Speculation) MobileMoxie.com @Suzzicks
83. MobileMoxie.com @Suzzicks Deadline: June 30, 2023
85. UA Was Not Great At Attribution MobileMoxie.com @Suzzicks
87. GA4 Sets 2 Events Where UA Would Have Only Had 1 – Engagement Events & View Events MobileMoxie.com @Suzzicks
88. GA4 Includes the Ability to Count ‘Virtual Page Views’ • State Changes • Page Refresh • Changes to History State MobileMoxie.com @Suzzicks
89. GA4 Makes More Sense When Combined with Firebase Analytics MobileMoxie.com @Suzzicks
90. Google WebPackager: Supported Media MobileMoxie.com @Suzzicks 1/5
91. Google WebPackager: Supported Media Example: MobileMoxie.com @Suzzicks 2/5
94. Google WebPackager: Supported Media Example: Syntax: MobileMoxie.com @Suzzicks 5/5
97. (SXG’s) Signed Exchanges MobileMoxie.com @Suzzicks 1/2
98. (SXG’s) Signed Exchanges MobileMoxie.com @Suzzicks 2/2
99. What Else? (Pure Speculation) MobileMoxie.com @Suzzicks
100. SECURITY.TXT MobileMoxie.com @Suzzicks Generator Tool https://securitytxt.org/
101. Example Security.txt File MobileMoxie.com @Suzzicks
102. What You Can Do? MobileMoxie.com @Suzzicks
103. Blame it on Your MUM Think Like Your MUM: Be Versatile MobileMoxie.com @Suzzicks
104. Think Like Your MUM: Pay Attention to Details MobileMoxie.com @Suzzicks
105. Think Like Your MUM: Know When Things Change MobileMoxie.com @Suzzicks
106. Blame it on Your MUM Think Like Your MUM: Focus on what You Can Influence MobileMoxie.com @Suzzicks
107. Think Like Your MUM: Focus on What is Possible MobileMoxie.com @Suzzicks
108. Think Like Your MUM: Celebrate ALL Your Success MobileMoxie.com @Suzzicks
109. Resist the Urge… MobileMoxie.com @Suzzicks
111. Cindy Krum MobileMoxie @Suzzicks cindy@mobilemoxie.com THANKS! Promo Code: SummerJam2022 30 Days Free Account and only $29/m after that MobileMoxie.com @Suzzicks

Notes de l'éditeur

Basically - remember how we had to transition to new GSC basically at the same time as the MFI roll out?
Changing how success and success metrics are measured to make it more about visibility than traffic
Just thinking about how muddy this could make the waters though - Things like AMP stories, where they re-mixed images, videos, quotes and facts from all over - every source would count one view as a 'success' an it would incentivize Google to re-mix LOTs of stuff that way, an it would cause huge inflation in whatever the 'success' metric is - making it somewhat meaningless
Also fits well with Google changing its stance on AI generated content the same week that they stop crediting Wikipedia in the London Knowledge Graph - Google will create even more AI-generated mashups - and they can credit way more sites as sources, and get out of legal hot water that way.
How will this play out for SEO in the long term?
It is:

Multimodal
Connected
Sequential
If you have read anything that we have published at MM recently, you know that we believe that MFI is really EFI.

-What does that mean? It means that Google has re-organized it’s brain around entities, rather than keywords. It is a fundamental shift, because it means that language and keywords are one-step removed from rankings. They are used to modify larger, language agnostic concepts called entities.

Entities are concepts that persist across all languages. The entity relationships are the same in every language, so Google can learn something once, and then assume it to be true in all languages. This is powerful, and it changes the game.
Mothers are pretty great at euphemisms, but this is important, because in some cases, this change has been a complete land-grab.
So the theme of todays talk, is Mothers and Mothers Day – a topic that Google clearly understands pretty well. And I don’t know everyones mothers, but I know my mother, so she is the inspiration for this speech.
And one thing I know for sure is that my mom likes animals – especially cats, but also some dogs - she is a bit more picky there.

https://www.boredpanda.com/silly-animal-portraits-photoshoot-catpartypetportraits/?utm_source=google&utm_medium=organic&utm_campaign=organic
But lets start with dogs. Google understands dogs and dog breeds pretty well.
Google cares about their users more than they care about SEO’s

And users love stuff that looks like this – because it makes it easy to break a topic down, and fin the answer that you are looking for. Lots of pictures, and expanders and filters.
But what does this mean?
They have enough demand for this page
Or a deep enough understanding of this topic that they want to pre-parse and link some related topics
Google talks about the Topic Layer – and This is a view into the Topic layer – and Google wants to use their understanding of topics to create results like this on all different topics,

And they do that with their language understanding
Ok lets switch to cats – a specific type of cats. This is how these SERPs look now – Even more pictures, expanders and filters.
So this is clearly the topic
Filters
Images
Wikipedia with more images
And PAA – Users love this, but Google loves it too, because it feeds their understanding of the topic, and the intended meaning of a query or next steps.
Then of course – the actual KG, which – they just call ‘ABOUT’ because the reality is, the whole page is kind of a KG. We know that Google has developed canonical qustions, but this appears to be an example of a canonical answer – something where the understanding of the topic is much harder to break into.
And look at this – NEXT
even in the suggested queries, we are now getting images and more PAA’s.
Ok – new cat breed - I only searched for Russian Blue, NEXT
but since I did it in sequence after Siberian – it is remembering that and giving me a carousel of other cat breeds,
and the KG for Russian Blue below.
But in this query, I didn’t actually search for the Siberian at all –
See - it just remembers I did and is trying to be helpful.
This is important because as long as you are logged in, Google can create a chronology of users cross device searches
To learn and potentially crat a canonical path, or funnel of unrstanidng for topics. This is important bcaus Multi-modal quris ar usually built out of mor than on query -
Like this!

https://blog.google/products/search/multisearch/
And Google has written about this already, calling it Multi-search.

https://blog.google/products/search/multisearch/
And while you may have your doubts about the importance and meaning of ‘Voice Search,’ ‘Visual Search is growing a lot, and is a super powerful tool. Not only can you search for ‘how to fix’ and then submit a picture like this,
But you can also search submit images or video for a live AR translation overlay which makes it a very easy and useful entry for non-techy people most into Augmented Reality
Maybe they just want to get people directly to Merchant Center where they can control the interaction and the transaction.
“List your products for free

We’ve made it easier for you to have your products discoverable in the Shopping tab for free on Google. You can increase your exposure at no cost to you by listing your products on Merchant Center or directly through your e-commerce platform (like Shopify, WooCommerce, BigCommerce, GoDaddy, Prestashop, Loja Integrada and Mercado Shops).”

https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/grow-online-and-in-app-sales/
Google’s Goal was to Organize the Information of the World – NOT the Websites of the WorldAnd MUM Gets them closer to that goal.
Refining queries or adding modifiers
Which can be fascinating from an SEO perspective,

---Like when this image search is given filters and basically turned into a shipping search.
But SEOs are still not fully understanding the impact that different devices can have on Google’s responses.

EX: if we stay out of images, Google still treats it like a shopping query,
But on mobile, they add some filters at the top – above the ads

And on desktop, the filters are included with a Popular Products pack of from Google Merchant Center, below the Google Ads, BUT they also add some disambiguation on the right, beaus on a desktop, it is more likely that you are researching a topic than just shopping – so disambiguation to clarify – are you shopping, or looking for a totally different entity, that is a band, which just happens to be called Mom Jeans.
VideoThis is about shopping….and buying….Mostly.
But even on mobile, they understand the entity enough to know that there are other things relevant to the entity that people might want – like the SNL video
So of course – here that is!
But even when you add your own refinements - like ‘best’
Google stacks up as many ads at the top as they can
VIDEO

Then tries to link you to collections from ‘found across the web’ which will just link you to a new page, with results, but more ads a the top.

PS – the same thing is not happening on desktop, so if you are testing queries on desktop and assuming that the Google inclusions are the same, you are likely wrong.
So when they are improving the algorithm ‘for the benefit of the searcher’ that almost always coincides with making it easier for Google to make money too – one way or another. Just look at this image pack, where all but 3 of the 9 images just happen to be products.

And if you haven't been paying attention, Google has really been beefing up Merchant Center, including their free product listings, so if you want the Product icon on your images, or you want to show up in a Popular Products pack – you can! These are things that are not traitionaly considere SEO, but I firmly believe that most people in the industry need to update their understanding of what is and is not SEO.
All to feed their understanding and anticipation for the next query – which I think, is very much related to dear old MUM. MUM means multimodal but also compound queries.
And if we can’t buy something or click on an ad, at last we can help build their language and understanding models for the entity.

Google really cares about language and understanding, but…
We all know that voice ‘search’ is often not a search in the way that we are used to – but it still can be a request for information that is like a search, or it can be a simple instruction to interact with a digital device. Google is monetizing these things differently, but just because it is not SEO doesn’t mean it doesn’t matter. There is an opportunity for a brand to make an impression, and drive awareness and loyalty, but it could be different from what we are used to.

Google Assistant supports more than 50,000 smart home devices.
66% of surveyed smart speaker non-owners are bothered that voice-enabled smart speakers are always listening.

Nearly one-fifth of all voice search queries are triggered by a set of 25 keywords, such as “what” or “how,” and adjectives such as “easy” or “best.” 76% of smart speaker users perform a local search at least once a week. 46% of users look for local business information every day. Restaurants are the most commonly voice-searched businesses. 28% of voice searchers go on to call the business they voice-searched. Phone calls convert to ten to fifteen times more revenue than web leads.Read more at: https://thrivemyway.com/voice-search-stats/

https://serpwatch.io/blog/voice-search-statistics/
Spoken language is hard!!! A brilliant SEO who cares a lot about MUM, and also happens to be a MUM, illustrates this perfectly.

We forget how many context clues go into understanding spoken word, and I think MUM is partially designed to help provide the assist.

Think about….

Gestures, Facial Expressions, Intonation, Pauses, Extra Words
Accents, Cadence, Local & Geographic Differences
Voice Search Queries will be more open-ended & earlier in the funnel – like: Ideas for ‘Mothers Day Gifts’ or ‘Same-day flower delivery’
Maybe they just want to get people directly to Merchant Center where they can control the interaction and the transaction.
“List your products for free

We’ve made it easier for you to have your products discoverable in the Shopping tab for free on Google. You can increase your exposure at no cost to you by listing your products on Merchant Center or directly through your e-commerce platform (like Shopify, WooCommerce, BigCommerce, GoDaddy, Prestashop, Loja Integrada and Mercado Shops).”

https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/grow-online-and-in-app-sales/
They are even trying the same thing to get people to buy online as a last ditch effort to get them before they go to an offline store and buy things.
Because the truth is, it is hard for anyone, including Google to get a CTR in mobile anymore.

So everyone – including Google, has to be more creative, and understand the differences for mobile.
And like this MUM, if you are not paying attention, you might just loose something really important.
So mobile is a big deal for Google but…

Google cares about mobile, and monetizing mobile, because they want to get and keep those clicks, but then

Why give up on AMP?
Maybe because they got enough training data from the people who built AMP pages and linked them to desktop, that they don’t need it anymore?

Because it seems that what Google learned is that the big deal about AMP that they can’t programmatically do on their own in Chrome, was the pre-fetching and cloud-hosting of the assets So they found an easier way to do that.
So there may be a new SEO activity that Google begins to incentivize, and that could just be Signed Exchanges.
Or Perhapse it is just hosting assets with Google
So again, I want to reiterated that Mobile and the way Google sees it may be different than you think
Mobile is not about phones per say, but portability. Making language and understanding portable, and reusabile, based on entities and understanding, rather than simply keywords.
And this fits well with the evolution of technology too – if you think about it, we have gone….

And the same process goes the other direction in development. We have gone from huge websites, and with JavaScript & Server components to Apps

And the Web apps started as huge, but then smaller, focusing on just a few things, so they were called MicroServices.

And now they are being broken into even smaller apps, that basically just do one function at a time – called FaaS or Functions as a Service. And while they all cooperate and look the same on the front end, they are also being broken into component parts in the back end.

This is where the future of the web is – in Cloud interactions, APIs, Micro-services and Functions as a Service. And Google knows this – they are just trying to keep up with the technology, to make sure that they can still crawl and index it all.

But if you think about the web, and accept that this is the direction things will likely go in the future, you can understand that Mobile-First Indexing – yes, is about a mobile crawler and making desktop content match the mobile content – but it really is about much more. It is about the 2nd phase of indexing – when Google renders the JavaScript –to get the content.

https://algorithmia.com/blog/what-is-serverless-computing
And Google has reversed that, breaking the web down into smaller pieces – Passages, Tokens, Fraggles, whatever – and began understanding and indexing how those thigns build up to bigger things, which build up to bigger things.

And this is important because Google’s ability to slice and dice, and then re-mix content is huge, and it is likely going to continue to erode the traffic that we get to our websites, ad Google continues to lift the best stuff from a variety of sites, and just put it directly into search results.

Because with the announcement of Passages and Sub-Topics, we know that where Google used to index the web one page at a time, now they index tokens or items within pages, and they can evaluate them separately, without the rest of the page dragging down the value of a part of it, or diluting the focus of the page.

And we get wiffs of this kind of things with the modularization of items in the Gutenberg version of Wordpress – which Google is helping with. Things are being broken down into their component parts – elements and modules
And if you don’t remember, I have historically been good at predicting actions from Google as much as 2.5 years before they are officialy announced.
AMP Highlighting for Featured Snippets
Chrome Also Announced that they will add the ability to share links to specific parts of pages, even without a JumpLink is a coming feature in New Chrome,
But there is more – they are having developers add schema to videos to explain what each section is about within a timestamp, but that is just training data

https://searchengineland.com/google-video-structured-data-with-clip-markup-and-seek-markup-348781
For this – which has already been announced

https://searchengineland.com/google-video-structured-data-with-clip-markup-and-seek-markup-348781
And the way Google does that is with Schema - and the biggest one, which we are seeing lots of success with, is Speakable Schema. Google would say that Schema does not directly impact rankings, but I can tell you that indirectly, it definitely does, and it does a lot for Click Through as well.

We think that this kind of SEO is the most Forward Thinking SEO out there, because we know that Google intends to speak these results to their users. It is in the name!! And it definitely fits with most of the things Google is focusing on that are not search.

So we recommend building at least one of the Speakable Schema options into as many templates as you can. Things like FAQ, How To and Q&A can be great for conversion, but also great for SEO, so it shouldn’t be a hard sell. Just make sure that they are in groups of 3 or more, so that they are counted. So 3 FAQ questions, 3 Steps in a How To or 3 Q&A.

You can do a FAQ for nearly anything, and it can go on the bottom of an existing page – it does not just have to be a separate page. It can be an FAQ about a product, or service, or a concept.

And Basically the same is true for How To. It does not have to be a How To Blog post – it can be – How to Get Started with our products, How To sign up for our subscription service, How to Pick the best XYZ product for you, etc. Q&A is the hardest, because it has to be questions that are submitted by Users – so that will require a bit more programming, but might be super useful.
https://www.seroundtable.com/duplexweb-google-bot-31522.html

The DuplexWeb-Google user agent crawls occur a few times a day to a few times an hour, depending on the feature being trained, but these runs are calculated to not overload your site or disturb your traffic.
It is not used by Google Search for indexing SO does not recognize the on-page noindex directive. To block it, "you must explicitly block the DuplexWeb-Google user agent using the Disallow robots.txt file. This will work unless:
There are any wild card user-agent groups – it will not be blocked if it is still enabled in Google Search Console – the default setting. You have to change the default settings in Search Console, then it will be included in blocked user-agend groups that are referenced with a wild card.
https://twitter.com/BillVazNeto/status/1516930974248050690
They Can Re-Mix Content they Host in AMP Stories & Knowledge Graph Navigation Sometimes Persist – Steve Irwin Again
https://twitter.com/Jason_Parks1/status/1521852289455116288
Big deal
Why is it so different?

It seemed like a big deal that they couldn't just upgrade and improve what everyone was using, it had to be new. I am seeing the same thing with GA4 - BUT, I think it is because Google is going to try to get out of legal trouble with the EU and intellectual property theft stuff, and monopoly stuff in a way that can only be handled by a new method of analytics that counts things differently
so - the idea is basically that Google needs new analytics to 1) muddy the measurement waters, but 2) find a new way to attribute success, that makes the website feel better about Google stealing their content, and 3) Google will say that the changes are all about protecting users privacy, but really, it is CYA on other legal concerns.
So I think GA4 might eventually make it easier for webmasters to count 'exposure' in a serp or anywhere from a Google property as a success, rather than the main success being measured by visits or sessions.
I see paralells between the transition in GA that is planned and the previous transition of GSC – which in my mind, was associated with the transition to MFI
- Why do we need a whole new setup?
Such a coincidence that the timing corresponds so closely with this – just 2 months before!
Tried to show cross device attribution, but wasn’t great at it.
Even worse at cross-device + cross-channel attribution.
Also not good at tracking Web Apps & On-Page engagements other than clicking to a new page
GA4 Wants to be better at cross device and Multimodal Attribution.
Google Calls State Changes, Page Refreshes, and Changes to the History State (All JS driven events) Virtual Page Views. You have to be Careful to set things up so that you are not double counting.
Now that Google demanded everything be Responsive, and all the media mediation has moved to cloud functions, Google may be about to ask for metadata about when certain assets should be shown on certain devices. (Ya – this looks like it is from the 1990s, but the last commit was 9 days ago written buy a guy working on Signed Exchanges at Google. A guy who also worked on the Google AMP packager, which allowed Google to show the original URL of an AMP page, even though Google was serving it directly from their cache.

https://github.com/google/webpackager/blob/main/docs/supported_media.md
https://twifkak.com/blog/properties.html
Signed exchanged are hard to explain, but Google cares about them a lot because they let them pre-fetch and pre-connect to things that don’t actually exist on a page per-se, but just exist on a hypothetical page that could be compiled by the cloud at some point when the right conditions happen in a request.

With SXG – Frontend edge server from Google – PWAs can now communicate and open files from the operating system – potentially leveraging IoT information from edge servers. Or, potentially using FaaS functions on the cloud to this help Google lift and represent your content on different surfaces. Making lots of web content – potentially hybrid cloud content – where pages don’t even have to exist - they are just compiled on the and populated with data from the cloud
They basically turn every thing where they are set up into an API.
https://www.vecteezy.com/vector-art/1849621-natural-flowery-background-with-white-frame-in-middle
https://security.stackexchange.com/questions/232223/how-do-i-inform-a-company-i-found-a-leaked-database-of-theirs-on-the-internet/232424#232424
RFC=Request For Comments

https://www.rfc-editor.org/rfc/rfc9116#name-example-of-a-signed-securit
Be Creative & Have Lots of Different Kinds of Content
Put Content Out in As Many Channels as Possible – Even if You Can’t Measure it
Re-mix Your Own Content, & Expect Google to Do it Too
Expand What You Measure, & How You Measure it for Success
Fast
Fast
Know what You can Reasonably Rank For
Focus on Keywords Where You have A Good Chance to be Seen
Rank What You Can – Even if It is Not On Your Own Site

And Knowledge Graph takes up a full 20% of the SERP
https://themarketherald.com.au/fancy/vintage-vespas-how-the-iconic-italian-scooter-has-become-a-collectible/

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