Nichola Stott's presentation at The Inbounder London, May 2 2017.

2. Nichola Stott
Nine Things We’re
Checking for a Mobile
First Index
nicholastott

3. @nicholastott
“experiment over the coming months
…and we’ll ramp up this change
when we’re confident that we have a
great user experience.”
Webmaster Central:Nov.16

4. Opportunity to BlowAway Competitors
@nicholastott

5. @nicholastott
“Multiplexing is a method… by
which multiple HTTP requests can
be sent and responses can be
received asynchronously via a
single TCP connection.”
MultiplexingTutorial:QNIMATE -Link

6. Opportunity to BlowAway Competitors
Site Speed
3G
19 Seconds
Average Load Time
>3 Seconds
53% Abandonment Time
DoubleClick:SEP.16

7. Make no assumptions
Check sample in device lab
01.Check MobileAgent/ClientHandling
@nicholastott

8. 02.Speed/HTTP2
@nicholastott
HTTP/2

9. 02.Speed/HTTP2
@nicholastott
HTTP/1.1 HTTP/2
Head of line – resources Multiplexed resources
Priority queue – ‘educated’ guess Prioritised by type & context
Queue held on client Browser to server
Keep-alive – stated Keep-alive enabled default

10. 03.Speed/Front-End
@nicholastott
• Image optimisation –
change driver
• Google’s RAIL
framework

11. 03.Speed/Front-End/Image Spriting
@nicholastott
Image spriting - top 5
change-driving performance
improvements

12. 03.Speed/Front-End/SPRITING
@nicholastott
Image spriting
HTTP/1.1 still beat
HTTP/2 in these
experiments.
Octo: Dec 15
Link

13. 03.Speed/Front-End
@nicholastott
Google Developers:Link

14. 04.Speed/Front-End/RAIL
@nicholastott
RAIL Guideline
Response Response <100ms
Animation Frame 10ms (scrolling/touch drag)
Idle • Use to complete deferred work
• Keep pre-load to minimum
Load Deliver <1000ms

15. 03.Speed/Front-End/RAIL
@nicholastott

16. 04.Tag Handling
@nicholastott
Make no assumptions
Check if different/dynamic

17. @nicholastott
04.Tag Handling
• Free Chrome Extension
• Analyse andfix
• Audit andcompare
• Navigate toURL
• Use devtools tospoof agent

18. @nicholastott
04.Tag Handling/GTM
GTM takes tags out of inline code.
Speed down = site performance up.

19. @nicholastott
05.Structureddata

20. @nicholastott
20%
05.Structureddata
Of mobile
searches are
voice search
SEL:May 16Link

21. @nicholastott
05.Structureddata
• Be top 3
• Answer on the Page
• structured data for lists,
tables, charts
Get intoFeatured
Snippets
FeaturedSnippets :RobBucci-STAT
“star wars
cast”
QUERY

22. @nicholastott
06.Service Workers
Seek to solve biggest problem – no connectivity
Replacement to AppCache
Browser runs in background – separate to web page

23. @nicholastott
06.Service Workers
SEE Pierre Far – MobileSEOGuide:Link

24. @nicholastott
06.Service Workers/MoreReading
Service Worker API – W3C Schools
Using Service Workers – Mozilla
Service Workers: An Introduction - Google

25. @nicholastott
07.URL Hierarchy/Ecosystem
Mobile
Desktop AMP
Canonical
AMPAlternate
Don’t Rely on Alternate/Canonical to infer hreflang!

26. @nicholastott
08. ContentExperience
9.58
%
Higherbounce
rate on mobile
DoubleClick:SEP.16

27. @nicholastott
08. ContentExperience
• Use words efficiently
• Natural language helps voice and scan
• If not mobile first – then mobile smart design

28. @nicholastott
“…needs to provide the user with
journey(s) and functionality to
complete their priority tasks .”
09.Journey Experience
ThinkWith Google

29. 09.Journey Experience
@nicholastott
Simple UX review and scoring system for
top revenue driving landing
pages/templates if wide-range ecommerce

30. Appendix: Ten Things We’re checking
01. Mobile Handling
02. HTTP/2
03. Front End
Optimisation
04. Tag Management
05. Structured Data
06. Service Workers
07. URL
Hierarchy/Rel
08. Content
Experience
09. Journey
Experience

31. Armageddon
Lostin Space
DeepImpact
Sphere
Star TrekInsurrection
Appendix: Filmsof 1998
Thanks for listening: Nichola Stott, theMediaFlow, Opus House Stables, Herriard, +44(0)1256
384890