This presentation is about how advanced mobile SEO tactics for driving rankings and web traffic from Google. It talks about things you need to know for Single Page Web Apps, App SEO, Deep Linking, Google Cards and Google Now, and the future of mobile SEO for predictive search and wearables - The future is about Feeds, Schema, and getting into Universals, Google Card Results and Google Now.
5. Optimizing Branded Queries
for Mobile SEO
• Check Branded and
[Brand+Location] Results
• Links
• Sub-links
• Sub-sub Links
6. 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
7. 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
9. Understanding the Advanced Architecture Lingo:
Becoming a Common Solution for Big
Database Driven Websites Going
Responsive
Headless
Browser
PushState
Infinite
Scrolling
Single
Page
Web
App
10. 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
11. 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
13. 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
14. Google Now Cards
• Stocks
• Weather
• Reminders
• Sports
• TV Shows
• Traffic & Flights
• Boarding Pass
• Shipping Info
• Public Transit Info
• Friends Birthdays
• Public Alerts
• Hotel & Restaurant
20. 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
21. 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
22. ”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
24. 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
Branded search results – especially if they are designated ‘Mobile-Friendly can beat-out the map results. That could be good or bad, depending on your goals.
http://builtvisible.com/on-infinite-scroll-pushstate/
Single Page App: A web site that fits on a single web page for a more fluid user experience. Either all necessary code – HTML, JavaScript, and CSS – is retrieved with a single page load, or the appropriate resources are dynamically loaded and added to the page as necessary. Interaction with the single page application often involves dynamic communication with the web server behind the scenes.
Infinite Scroll: A web design technique that prevents the browser scroll bar from scrolling to the bottom of the page, causing the page to grow with additional content instead.
PushState: Part of the HTML 5 History API — a set of tools for managing state on the browser. So, the address bar is updated to match the specified URL without re-loading the page.
Comscore:
Comscore:
Google Partners with Hotel 77 – Google+ Hotel listings in Web look a lot like Google Now Cards – may merge or cross pollinate. http://www.androidheadlines.com/2014/04/google-partners-hotel-booking-startup-room-77-better-search-listings.html Room 77 has an app you can test. Similar experience with airline booking. Hotel/flight booking by voice search in GoogleNow soon. Resemples Price comparison engines like Expedia and Kayak, but directly in the search results.
Google Scrapes Menus – as long as they are not in PDFs. If menus are not scrapable, Google will just show the Location card instead.