Slides of SEOmoz #Mozinar about Mobile SEO: Get to know the best practices and criteria to implement a mobile Web presence and establish an SEO strategy that really answer to your site and online business requirements and make the most out of the Mobile search opportunity.
1. Good Practices to Maximize your Mobile SEO
by Aleyda Solis, SEER Interactive, @aleyda
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2. Good Practices to Maximize your Mobile SEO
Mobile Search has Exploded
Aleyda Solis / @aleyda 2
3. Good Practices to Maximize your Mobile SEO
Take a Look
http://www.themobileplaybook.com/
Mobile Search has Exploded
Aleyda Solis / @aleyda 3
4. Good Practices to Maximize your Mobile SEO
Google even Introduced a Smartphone GoogleBot
Aleyda Solis / @aleyda 4
5. Good Practices to Maximize your Mobile SEO
Check it
http://googlewebmastercentral.blogspot.com/2011/12
/introducing-smartphone-googlebot-mobile.html
Google even Introduced a Smartphone GoogleBot
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6. Good Practices to Maximize your Mobile SEO
All the “Important” Sites are Going Mobile
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7. Good Practices to Maximize your Mobile SEO
Mobile Optimization is a Need
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8. Good Practices to Maximize your Mobile SEO
Users say it
http://www.themobileplaybook.com/
Mobile Optimization is a Need
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9. Good Practices to Maximize your Mobile SEO
Google Launched Guidelines to Optimize for Mobile
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10. Good Practices to Maximize your Mobile SEO
Read Them
https://developers.google.com/webmasters/smartphon
e-sites/
Google Launched Guidelines to Optimize for Mobile
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11. Good Practices to Maximize your Mobile SEO
But You’re Not Sure How to Do it
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12. Good Practices to Maximize your Mobile SEO
It’s Like a HUGE Wave
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13. Good Practices to Maximize your Mobile SEO
That Everybody is Trying to Ride
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14. Good Practices to Maximize your Mobile SEO
…but not Many Know How to Do it Well
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15. Good Practices to Maximize your Mobile SEO
Don’t Worry Though
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16. Good Practices to Maximize your Mobile SEO
I will Teach You How to Surf Mobile Webs
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17. Good Practices to Maximize your Mobile SEO
You need to Start with a Surf Mobile SEO Analysis
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18. Good Practices to Maximize your Mobile SEO
1.
Learn from Your Current Mobile Users
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19. Good Practices to Maximize your Mobile SEO
Use your Google Analytics
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20. Good Practices to Maximize your Mobile SEO
Go to
http://www.google.com/analytics/
Use your Google Analytics
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21. Good Practices to Maximize your Mobile SEO
Choose the Mobile Advanced Segments
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22. Good Practices to Maximize your Mobile SEO
Verify Your Mobile Traffic Volume & Trend
Aleyda Solis / @aleyda 22
23. Good Practices to Maximize your Mobile SEO
Compare your
(Volumes & Trends) of (Traffic & Conversions) from
(Mobile, Mobile Organic, Desktop & Desktop Organic)
Verify Your Mobile Traffic Volume & Trend
Aleyda Solis / @aleyda 23
24. Good Practices to Maximize your Mobile SEO
Go to Audience > Mobile > Devices
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25. Good Practices to Maximize your Mobile SEO
Verify Your Visitors Mobile Devices
Aleyda Solis / @aleyda 25
26. Good Practices to Maximize your Mobile SEO
Compare your
(Volume & Trends) of (Devices) from
(Mobile Organic & General Mobile Users).
Verify Your Visitors Mobile Devices
Aleyda Solis / @aleyda 26
27. Good Practices to Maximize your Mobile SEO
Go to Traffic Sources > Search > Organic
Aleyda Solis / @aleyda 27
28. Good Practices to Maximize your Mobile SEO
Verify Your Organic Mobile Keywords & Pages
Aleyda Solis / @aleyda 28
29. Good Practices to Maximize your Mobile SEO
Compare your Organic
(Keywords & Landing Pages) from
(Mobile & Desktop).
Verify Your Organic Mobile Keywords & Pages
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30. Good Practices to Maximize your Mobile SEO
2.
Check Your Current Mobile Site Experience
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31. Good Practices to Maximize your Mobile SEO
Go to a Mobile Emulator
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32. Good Practices to Maximize your Mobile SEO
You can use
http://www.opera.com/developer/tools/mobile/
or
http://www.mobilephoneemulator.com
Go to a Mobile Emulator
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33. Good Practices to Maximize your Mobile SEO
Verify the Visibility & Usability of your Content
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34. Good Practices to Maximize your Mobile SEO
Is all your content (Text, Menu, Images, Videos)
correctly (Displayed & Working).
Verify the Visibility & Usability of your Content
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35. Good Practices to Maximize your Mobile SEO
3.
Verify your Mobile Search Behavior
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36. Good Practices to Maximize your Mobile SEO
Use your Google Webmaster Tools
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37. Good Practices to Maximize your Mobile SEO
Visit
www.google.com/webmasters/tools/
Use your Google Webmaster Tools
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38. Good Practices to Maximize your Mobile SEO
Go to Traffic > Search Queries > Mobile
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39. Good Practices to Maximize your Mobile SEO
Verify Queries & Pages Mobile Search Visibility
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40. Good Practices to Maximize your Mobile SEO
Compare your
(Top Queries & Top Pages) from
(Mobile & Web) search results.
Verify Queries & Pages Mobile Search Visibility
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41. Good Practices to Maximize your Mobile SEO
Go to Health > Crawl Errors > Mobile
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42. Good Practices to Maximize your Mobile SEO
Identify Mobile Crawl Issues
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43. Good Practices to Maximize your Mobile SEO
Go to Health > Fetch as Google > Mobile
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44. Good Practices to Maximize your Mobile SEO
Verify how Googlebot Mobile Access to your Pages
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45. Good Practices to Maximize your Mobile SEO
Install ScreamingFrog SEO Spider Tool
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46. Good Practices to Maximize your Mobile SEO
Download it from
http://www.screamingfrog.co.uk/seo-spider/
Install ScreamingFrog SEO Spider Tool
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47. Good Practices to Maximize your Mobile SEO
Configure it to Crawl as Googlebot Mobile
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48. Good Practices to Maximize your Mobile SEO
Check the different Google Crawlers
http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=1061943
Configure it to Crawl as Googlebot Mobile
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49. Good Practices to Maximize your Mobile SEO
Check how Googlebot Mobile Crawls your Site
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50. Good Practices to Maximize your Mobile SEO
Install the User Agent Switcher Firefox Add-On
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51. Good Practices to Maximize your Mobile SEO
Download it from
https://addons.mozilla.org/en-US/firefox/addon/user-
agent-switcher/
Install the User Agent Switcher Firefox Add-On
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52. Good Practices to Maximize your Mobile SEO
Verify your Mobile & Desktop Search Results
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53. Good Practices to Maximize your Mobile SEO
Compare your
(Titles, Descriptions, URLs, Snippets, Competitors)
from (Mobile, Tablet & Web) search results.
Verify your Mobile & Desktop Search Results
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54. Good Practices to Maximize your Mobile SEO
Install the SEOmoz SEO Toolbar
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55. Good Practices to Maximize your Mobile SEO
Download it from
http://www.seomoz.org/seo-toolbar
Install the SEOmoz SEO Toolbar
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56. Good Practices to Maximize your Mobile SEO
Identify the popularity of your Mobile Ranking Pages
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57. Good Practices to Maximize your Mobile SEO
Compare your
(Domain, Page Authority & External Links)
With your Mobile Ranking Competitors
Identify the popularity of your Mobile Ranking Pages
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58. Good Practices to Maximize your Mobile SEO
Use Open Site Explorer
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59. Good Practices to Maximize your Mobile SEO
Go to
http://www.opensiteexplorer.org/
Use Open Site Explorer
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60. Good Practices to Maximize your Mobile SEO
Verify your Popularity and Competitors Link Metrics
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61. Good Practices to Maximize your Mobile SEO
If your Competitors already have a Mobile site version,
Verify them here.
Verify your Popularity and Competitors Link Metrics
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62. Good Practices to Maximize your Mobile SEO
Not Much? These are just your current site results
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63. Good Practices to Maximize your Mobile SEO
Now It’s time to see What’s out There!
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64. Good Practices to Maximize your Mobile SEO
4.
Research your Mobile Industry Audience
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65. Good Practices to Maximize your Mobile SEO
Use Google’s Keyword Tool
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66. Good Practices to Maximize your Mobile SEO
Go to
https://adwords.google.com/o/KeywordTool
Use Google’s Keyword Tool
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67. Good Practices to Maximize your Mobile SEO
Choose the Mobile Devices Filter
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68. Good Practices to Maximize your Mobile SEO
Check Mobile Search Volume for Relevant Keywords
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69. Good Practices to Maximize your Mobile SEO
Use the Keywords Identified in your Site
Analysis to obtain more ideas
Check Mobile Search Volume for Relevant Keywords
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70. Good Practices to Maximize your Mobile SEO
Pretty cool right? Let’s go for more!
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71. Good Practices to Maximize your Mobile SEO
Use Keyword Tools Like SEMRush & SearchMetrics
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72. Good Practices to Maximize your Mobile SEO
Go to http://www.semrush.com/ or
http://suite.searchmetrics.com/en/essentials
Use Keyword Tools Like SEMRush & SearchMetrics
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73. Good Practices to Maximize your Mobile SEO
Identify More Keyword Ideas from your Competitors
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74. Good Practices to Maximize your Mobile SEO
Verify the specific Mobile Search Volume for these
potential Keywords with the Google Keyword Tool
Identify More Keyword Ideas from your Competitors
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75. Good Practices to Maximize your Mobile SEO
Now you see all the Potential Mobile Waves?
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76. Good Practices to Maximize your Mobile SEO
It’s time to Choose how to Ride Them
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77. Good Practices to Maximize your Mobile SEO
5.
Select the Best Mobile Site Architecture
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78. Good Practices to Maximize your Mobile SEO
All of them have Pros, Cons & SEO Best Practices
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79. Good Practices to Maximize your Mobile SEO
Select the Most Suitable for You
Aleyda Solis / @aleyda 79
80. Good Practices to Maximize your Mobile SEO
Validate with the previously identified information,
your content needs & technical capacity.
Select the Most Suitable for You
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81. Good Practices to Maximize your Mobile SEO
Let’s Learn How to Make the Most Out of Them
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82. Good Practices to Maximize your Mobile SEO
6.
General Mobile SEO Recommendations
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83. Good Practices to Maximize your Mobile SEO
Go to PageSpeed Insights
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84. Good Practices to Maximize your Mobile SEO
Visit
https://developers.google.com/speed/pagespeed/insig
hts
Go to PageSpeed Insights
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85. Good Practices to Maximize your Mobile SEO
Optimize your Mobile Web Site Speed
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86. Good Practices to Maximize your Mobile SEO
Make sure that your Mobile Pages load fast. Take into
consideration Mobile limited CPU capabilities and
Mobile Networks round-trip times.
Optimize your Mobile Web Site Speed
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87. Good Practices to Maximize your Mobile SEO
Follow the Speed Recommendations for Mobile
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88. Good Practices to Maximize your Mobile SEO
Visit
https://developers.google.com/speed/docs/best-
practices/mobile
Follow the Speed Recommendations for Mobile
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89. Good Practices to Maximize your Mobile SEO
Make the Mobile Content Relevant for its Audience
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90. Good Practices to Maximize your Mobile SEO
Use your Mobile Search Keywords to Optimize and
Prioritize your Mobile Content.
Make the Mobile Content Relevant for its Audience
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91. Good Practices to Maximize your Mobile SEO
Optimize the Structural Mobile Page Elements
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92. Good Practices to Maximize your Mobile SEO
Titles, URLs, Meta Descriptions Should be Highly
Relevant & Concise
Optimize the Structural Mobile Page Elements
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93. Good Practices to Maximize your Mobile SEO
Validate how they’re shown in Mobile Results
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94. Good Practices to Maximize your Mobile SEO
Remember to Keep Short Titles & Meta Descriptions.
Verify them with Mobile Emulators.
Validate how they’re shown in Mobile Results
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95. Good Practices to Maximize your Mobile SEO
Give the Content a Meaning with Structured Data
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96. Good Practices to Maximize your Mobile SEO
Read
http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=99170
and Use
http://www.google.com/webmasters/tools/richsnippets
Give the Content a Meaning with Structured Data
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97. Good Practices to Maximize your Mobile SEO
If Local, create a Google+ for Business presence
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98. Good Practices to Maximize your Mobile SEO
Visit
http://www.google.com/+/business/
If Local, create a Google+ for Business presence
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99. Good Practices to Maximize your Mobile SEO
Optimize your Mobile Interface with Consistency
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100. Good Practices to Maximize your Mobile SEO
Beware of Flash & Non-Mobile Friendly Elements.
Follow These Usability Guidelines:
http://www.nngroup.com/articles/optimizing-a-screen-
for-mobile-use/
Optimize your Mobile Interface with Consistency
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101. Good Practices to Maximize your Mobile SEO
Easy Right? Now Let’s Learn about each Approach
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102. Good Practices to Maximize your Mobile SEO
7.
Responsive Web Design SEO Guidelines
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103. Good Practices to Maximize your Mobile SEO
Responsive Web Design Concept
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104. Good Practices to Maximize your Mobile SEO
Is a Web Design approach that uses CSS3 Media
Queries and a fluid grid to display a flexible design that
automatically adapts to the device.
Responsive Web Design Concept
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105. Good Practices to Maximize your Mobile SEO
Responsive Web Design Concept
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106. Good Practices to Maximize your Mobile SEO
Use http://mattkersley.com/responsive/ or
http://responsive.victorcoulon.fr/
To Verify a Page Responsiveness
Responsive Web Design Concept
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107. Good Practices to Maximize your Mobile SEO
Google Recommends Responsive for Smartphones
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108. Good Practices to Maximize your Mobile SEO
Read it
http://googlewebmastercentral.blogspot.com.es/2012/
06/recommendations-for-building-smartphone.html
Google Recommends Responsive for Smartphones
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109. Good Practices to Maximize your Mobile SEO
Google Provides Recommendations for Responsive
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110. Good Practices to Maximize your Mobile SEO
Check them
http://googlewebmastercentral.blogspot.com.es/2012/
04/responsive-design-harnessing-power-of.html
Google Provides Recommendations for Responsive
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111. Good Practices to Maximize your Mobile SEO
Responsive Web Design has Pros & Cons
Aleyda Solis / @aleyda 111
112. Good Practices to Maximize your Mobile SEO
If you have the technical capacity and your content,
offering & keywords for Mobile and Desktop are very
similar, this would be the best alternative for you.
Responsive Web Design has Pros & Cons
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113. Good Practices to Maximize your Mobile SEO
You can use Responsive Web Frameworks
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114. Good Practices to Maximize your Mobile SEO
Go to http://twitter.github.com/bootstrap/
You can use Responsive Web Frameworks
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115. Good Practices to Maximize your Mobile SEO
Or Responsive Web Templates for your CMS
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116. Good Practices to Maximize your Mobile SEO
Go to http://wordpress.org/extend/themes/
or your CMS Themes Gallery
Or Responsive Web Templates for your CMS
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117. Good Practices to Maximize your Mobile SEO
SEO Tip: Allow the Crawling of your Site Assets
Aleyda Solis / @aleyda 117
118. Good Practices to Maximize your Mobile SEO
Don’t Block CSS, Images, JS to Search Engines.
SEO Tip: Allow the Crawling of your Site Assets
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119. Good Practices to Maximize your Mobile SEO
SEO Tip: Effectively Use Javascript for Rendering
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120. Good Practices to Maximize your Mobile SEO
Check Google’s Recommendation
https://developers.google.com/webmasters/sma
rtphone-sites/javascript
SEO Tip: Effectively Use Javascript for Rendering
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121. Good Practices to Maximize your Mobile SEO
SEO Tip: Verify More the Web Speed & Visualization
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122. Good Practices to Maximize your Mobile SEO
Since you will use the same pages for Mobile &
Desktop it’s a must to validate their loading times
and visualization issues.
SEO Tip: Verify More the Speed & Visualization
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123. Good Practices to Maximize your Mobile SEO
vs
Some Responsive Mobile Web Examples
Aleyda Solis / @aleyda 123
124. Good Practices to Maximize your Mobile SEO
Other Responsive Sites are
http://www.starbucks.com/, http://mashable.com/ and
vs
http://thenextweb.com/
Some Responsive Mobile Web Examples
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125. Good Practices to Maximize your Mobile SEO
Not for you? Let’s see with Dynamic Serving
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126. Good Practices to Maximize your Mobile SEO
8.
Dynamic Serving SEO Guidelines
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127. Good Practices to Maximize your Mobile SEO
Dynamic Serving Concept
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128. Good Practices to Maximize your Mobile SEO
Your Web server responds with a different HTML in the
same URL depending on the user agent requesting the
page: Mobile or Desktop
Dynamic Serving Concept
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129. Good Practices to Maximize your Mobile SEO
Dynamic Serving Concept
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130. Good Practices to Maximize your Mobile SEO
It’s the same URL but the HTML shown to Mobile users
& Bots it’s different than the one shown to Desktop
users & Bots
Dynamic Serving Concept
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131. Good Practices to Maximize your Mobile SEO
Dynamic Serving Pros & Cons
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132. Good Practices to Maximize your Mobile SEO
If you cannot go Responsive due to the need of a highly
differentiated offering for Mobile users or Responsive
technical restrictions, Dynamic Serving is the alternative.
Dynamic Serving Pros & Cons
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133. Good Practices to Maximize your Mobile SEO
SEO Tip: Use the Vary HTTP header “User Agent”
Aleyda Solis / @aleyda 133
134. Good Practices to Maximize your Mobile SEO
Follow Google’s User-Agent Detection Recommendation
https://developers.google.com/webmasters/smartphone-
sites/redirects
SEO Tip: Use the Vary HTTP header “User Agent”
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135. Good Practices to Maximize your Mobile SEO
SEO Tip: Effectively Detect and Serve User Agents
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136. Good Practices to Maximize your Mobile SEO
Serve the same HTML to Users & Bots.
https://developers.google.com/webmasters/smartphone-
sites/detecting-user-agents
SEO Tip: Effectively Detect and Serve User Agents
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137. Good Practices to Maximize your Mobile SEO
vs
Dynamic Serving Mobile Site Examples
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138. Good Practices to Maximize your Mobile SEO
Other Dynamic Serving Sites are
vs
http://www.zillow.com/, https://www.tumblr.com/ and
http://edition.cnn.com/
Dynamic Serving Mobile Site Examples
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139. Good Practices to Maximize your Mobile SEO
Still can’t see it? Check the Parallel Mobile Option
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140. Good Practices to Maximize your Mobile SEO
9.
Parallel Mobile Site SEO Guidelines
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141. Good Practices to Maximize your Mobile SEO
Parallel Mobile Site Concept
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142. Good Practices to Maximize your Mobile SEO
You create a specific mobile site structure with its own
URLs, under an “m” subdomain, targeting mobile users,
redirecting users to their correct site version if
necessary.
Parallel Mobile Site Concept
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143. Good Practices to Maximize your Mobile SEO
Parallel Mobile Site Concept
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144. Good Practices to Maximize your Mobile SEO
Show each Page Content through Two Different URLs,
one for Mobile and another for Desktop.
Parallel Mobile Site Concept
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145. Good Practices to Maximize your Mobile SEO
Parallel Mobile Site Concept
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146. Good Practices to Maximize your Mobile SEO
If the Mobile URLs end-up ranking in the Desktop
Results and viceversa, users & bots should be 301-
redirected to their correct page version
Parallel Mobile Site Concept
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147. Good Practices to Maximize your Mobile SEO
Parallel Mobile Site Pros & Cons
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148. Good Practices to Maximize your Mobile SEO
If you cannot Implement a Dynamic Serving Mobile
Version due technical restrictions, then your alternative
is a Parallel Mobile Site.
Parallel Mobile Site Pros & Cons
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149. Good Practices to Maximize your Mobile SEO
SEO Tip: Use Consistent URLs in an “m” Subdomain
Aleyda Solis / @aleyda 149
150. Good Practices to Maximize your Mobile SEO
Keep the Mobile URL structure as clean and relevant as
possible, without adding any unnecessary directories.
SEO Tip: Use Consistent URLs in an “m” Subdomain
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151. Good Practices to Maximize your Mobile SEO
Unlike this URL
SEO Tip: Use Consistent URLs in an “m” Subdomain
Aleyda Solis / @aleyda 151
152. Good Practices to Maximize your Mobile SEO
SEO Tip: Redirect Users to the correct URL versions
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153. Good Practices to Maximize your Mobile SEO
Detect & Redirect User Agent as specified in
https://developers.google.com/webmasters/smartphon
e-sites/redirects
SEO Tip: Redirect Users to the correct URL versions
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154. Good Practices to Maximize your Mobile SEO
SEO Tip: Add the alternate & canonical Annotations
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155. Good Practices to Maximize your Mobile SEO
Refer each mobile URL to its desktop alternative and
viceversa with the rel alternate & canonical annotations
https://developers.google.com/webmasters/smartphon
e-sites/details
SEO Tip: Add the alternate & canonical annotations
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156. Good Practices to Maximize your Mobile SEO
SEO Tip: Add rel=“alternate” in Desktop Sitemaps
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157. Good Practices to Maximize your Mobile SEO
Check Sitemaps Recommendations for Smartphones
https://developers.google.com/webmasters/smartphon
e-sites/details
SEO Tip: Add rel=“alternate” in Desktop Sitemaps
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158. Good Practices to Maximize your Mobile SEO
SEO Tip: Always link between your URL versions
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159. Good Practices to Maximize your Mobile SEO
SEO Tip: Set Analytics to show your full hostname
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160. Good Practices to Maximize your Mobile SEO
To specifically see your mobile subdomain activity
http://cutroni.com/blog/2007/11/19/tracking-sub-
domains-with-google-analytics/
SEO Tip: Set Analytics to show your full hostname
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161. Good Practices to Maximize your Mobile SEO
vs
Parallel Mobile Site Examples
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162. Good Practices to Maximize your Mobile SEO
Other Parallel Mobile Sites are
vs
http://www.ebay.com/, http://www.huffingtonpost.com/
and http://www.flickr.com/
Parallel Mobile Site Examples
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163. Good Practices to Maximize your Mobile SEO
Can you feel the Waves now? How can you evolve?
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164. Good Practices to Maximize your Mobile SEO
10.
Measure and Evolve your Mobile Presence
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165. Good Practices to Maximize your Mobile SEO
Beware of Safari Search Referrer issues with iOS 6
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166. Good Practices to Maximize your Mobile SEO
The referrer isn’t passed as iOS 6 Safari Search moved to
SSL and search traffic is counted as Direct.
A workaround is
http://www.blindfiveyearold.com/reclaiming-lost-ios-
search-traffic
Beware of Safari Search Referrer issues with iOS 6
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167. Good Practices to Maximize your Mobile SEO
Verify if the Mobile Organic (visibility, traffic & conversions)
have been as expected with your optimized
(Pages & Keywords).
Track your Mobile Site Organic Traffic & Conversions
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168. Good Practices to Maximize your Mobile SEO
Is the Mobile Organic Search ROI positive?
Optimize or Expand the Mobile SEO Process accordingly.
Continously Improve the Mobile SEO Process
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169. Good Practices to Maximize your Mobile SEO
Is the time to go for a Mobile App?
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170. Good Practices to Maximize your Mobile SEO
You need to analyze …
Is the time to go for a Mobile App?
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171. Good Practices to Maximize your Mobile SEO
Are a high volume of your traffic & conversions coming
from a specific mobile platform?
Is the time to go for a Mobile App?
Aleyda Solis / @aleyda 171
172. Good Practices to Maximize your Mobile SEO
Do you need to provide higher user experience and
functionalities that need more mobile integration?
Is the time to go for a Mobile App?
Aleyda Solis / @aleyda 172
173. Good Practices to Maximize your Mobile SEO
Are the Mobile app development costs going to be covered
by the expected conversions growth?
Is the time to go for a Mobile App?
Aleyda Solis / @aleyda 173
174. Good Practices to Maximize your Mobile SEO
If so, then It’s time to evolve again.
Is the time to go for a Mobile App?
Aleyda Solis / @aleyda 174
175. Good Practices to Maximize your Mobile SEO
Now You’re Ready for Bigger Mobile Waves. Go!
Aleyda Solis / @aleyda 175
176. Thanks! It’s Mobile SEO Q&A Time
@aleyda
www.seerinteractive.com
aleydas@seerinteractive.com
http://seomoz.org/webinars
177. Good Practices to Maximize your Mobile SEO
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