1. Mobile-First SEO
#mobilefirstseo at #3xedigital by @aleyda from @orainti
The Marketers Edition

2. I’m Aleyda Solis
#mobilefirstseo at #3xedigital by @aleyda from @orainti

3. ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
BITLY.COM/LIBROSEOALEYDA
I PublishI Share
#mobilefirstseo at #3xedigital by @aleyda from @orainti
I’m Aleyda Solis

4. I Blog I Speak I’m Featured
#mobilefirstseo at #3xedigital by @aleyda from @orainti
I’m Aleyda Solis

5. I help companies to connect with them
#mobilefirstseo at #3xedigital by @aleyda from @orainti

6. Search is now mostly mobile driven
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/report-nearly-60-
percent-searches-now-mobile-devices-255025

7. And will also become mobile-based with
the upcoming Google Mobile-First Index
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://webmasters.googleblog.com/
2016/11/mobile-first-indexing.html
http://searchengineland.com/google-begins-experimenting-
mobile-first-index-hopes-expand-upcoming-months-262527

8. Ranking signals will come from your
mobile Web presence and not Desktop
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/faq-
google-mobile-first-index-262751

9. And at some point Google will
switch to a Mobile-Only Index
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/faq-
google-mobile-first-index-262751

10. Mobile can already provide these
visibility & traffic results
#mobilefirstseo at #3xedigital by @aleyda from @orainti

11. This Revenue
#mobilefirstseo at #3xedigital by @aleyda from @orainti

12. However most Websites have
an issue converting with it
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://www.monetate.com/blog/
ecommerce-benchmarks-q4-2016

13. Due to clear challenges
with Mobile Optimization
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://www.thinkwithgoogle.com/articles/three-ways-
mobile-is-changing-canadians-expectations.html

14. I bet this is not a surprise ;)
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://twitter.com/Oatmeal/
status/810905426132799488

15. It happens in Ireland too
#mobilefirstseo at #3xedigital by @aleyda from @orainti
https://www.consumerbarometer.com/

16. Let’s fix this with a
Mobile-First SEO Process
#mobilefirstseo at #3xedigital by @aleyda from @orainti

17. #mobilefirstseo at #3xedigital by @aleyda from @orainti
How is your
Mobile Targeted
Content
performing?
How Mobile
users & search
crawlers see
your content?
How your
audience search
using mobile
devices?

18. Which queries are your visitors using to
search for your top services on mobile?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Google Search Console

19. How do these differentiate from the
ones searched from desktop devices?
#mobilefirstseo at #3xedigital by @aleyda from @orainti

20. Are you already effectively
targeting them with your content?
#mobilefirstseo at #3xedigital by @aleyda from @orainti

21. #mobilefirstseo at #3xedigital by @aleyda from @orainti
SimilarWeb
Verify your competitors mobile
traffic & organic search share

22. Are the same mobile queries
bringing visibility to them?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
Sistrix

23. Compare to identify opportunities
#mobilefirstseo at #3xedigital by @aleyda from @orainti

24. Expand them taking conversational
queries into consideration
#mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917

25. For product inspiration & comparison,
discovering brands, looking for opinions…
#mobilefirstseo at #3xedigital by @aleyda from @orainti
KWFinder

26. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Look for intent, context & immediacy
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/

27. #mobilefirstseo at #3xedigital by @aleyda from @orainti
How is your
Mobile Targeted
Content
performing?
How Mobile
users & search
crawlers see
your content?
How your
audience search
using mobile
devices?

28. #mobilefirstseo at #3xedigital by @aleyda from @orainti
It’s critical to have a Mobile Web version.
There are 3 main alternatives.
https://developers.google.com/
webmasters/mobile-sites/mobile-seo/
Responsive Web Design Dynamic Serving Independent Mobile Site

29. #mobilefirstseo at #3xedigital by @aleyda from @orainti
The 3 have do’s & dont’s
Responsive Web Design Dynamic Serving Independent Mobile Site
Don’t block images, css & js
resources.
Include the Vary: User-Agent
HTTP header
Identify & serve the relevant Web
version to the right user agent
Implement Rel alternate & canonical Tags
between mobile & desktop URLs.
Implement 301-redirects between mobile &
desktop to refer the user agent to the
relevant Web version

30. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Also pros & cons! Choose based on the identified
audience behavior, business & tech requirements
https://www.thinkwithgoogle.com/articles/
building-websites-multi-screen-consumer.html

31. #mobilefirstseo at #3xedigital by @aleyda from @orainti
This configuration doesn’t need
to change with the mobile first index too
https://developers.google.com/
webmasters/mobile-sites/mobile-seo/

32. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Aren’t you sure that yours
is really mobile friendly?
http://searchengineland.com/faq-google-
mobile-first-index-262751

33. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify for yourself by using
Chrome’s DevTools Device Mode
bit.ly/chromedevicemode

34. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Look also for already identified issues
in the GSC Mobile Usability report

35. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Double check for problems
with Google’s Mobile-Friendly Test
https://search.google.com/
search-console/mobile-friendly

36. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Be mindful of blocked resources issues &
false-positives on optimization status too

37. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Simulate Googlebot for Smartphones
and crawl your site w/ JS rendering
Screaming Frog

38. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify if the mobile crawler sees the same
than a user when accessing your site pages

39. #mobilefirstseo at #3xedigital by @aleyda from @orainti
See if there are blocked pages or
resources that need to be accessed

40. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Check if there are faulty redirects,
canonicalization issues & errors to fix

41. #mobilefirstseo at #3xedigital by @aleyda from @orainti
http://searchengineland.com/google-says-page-speed-ranking-factor-
use-mobile-page-speed-mobile-sites-upcoming-months-250874
It’s also critical to make sure your
mobile site version loads really fast

42. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Identify the load times of your
top pages directly in Google Analytics

43. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Use Chrome’s DevTools Network & Audits to
emulate & see the resources are causing the delay

44. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Double-Verify and prioritize with
Google’s PageSpeed Insights Tool
https://developers.google.com/
speed/pagespeed/insights/

45. What about implementing AMP
to improve your speed issues?
#mobilefirstseo at #3xedigital by @aleyda from @orainti
searchengineland.com/amp-top-
stories-now-live-243314

46. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Mobile Responsive Non-AMP Mobile AMP
To deliver a faster & safer Mobile Web experience,
even if you already have a mobile Web version

47. #mobilefirstseo at #3xedigital by @aleyda from @orainti
It’s now a requirement to be included in the news
carousel and can provide extra visibility
AMP article rich results
Can be free-standing in the results
page, or embedded in a carousel of
similar result types. All AMP article
rich results are also rich results.
AMP non-rich results
A basic, non-graphical search result
pointing to the AMP page.

48. #mobilefirstseo at #3xedigital by @aleyda from @orainti
The additional organic search visibility
& traffic can be impressive

49. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Be careful showing what can be a over-simplified
mobile AMP experience when using plugins though
Mobile Responsive Non-AMP Mobile AMP
<>

50. #mobilefirstseo at #3xedigital by @aleyda from @orainti
This can end-up boosting visibility
but lowering your engagement

51. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Mobile Non-AMP Mobile AMP
=
The goal is to provide the most consistent user
experience through your “extended” AMP pages

52. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Usually when you’re in one of these scenarios
You’re in the
media, news
industry or have a
blog
Your current
mobile page speed
sucks
You can
personalize
AMP to have a
similar UX &
functionality than
your current
site
You ideally don’t
have an
independent
mobile version

53. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify that your content type &
functionality are AMP supported
https://www.ampproject.org/
es/roadmap/
https://www.ampproject.org/
docs/reference/components

54. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Follow OnPage’s AMP Checklist
for a correct implementation
https://en.onpage.org/
knowledge-base/tutorials/amp/

55. #mobilefirstseo at #3xedigital by @aleyda from @orainti
If you use a CMS like Wordpress, use existing
plugins to facilitate the configuration
https://wordpress.org/
plugins-wp/amp/
https://wordpress.org/plugins-
wp/glue-for-yoast-seo-amp/

56. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Monitor potential errors in the GSC AMP Report

57. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Prioritize to fix “critical” issues affecting
most & more important pages

58. #mobilefirstseo at #3xedigital by @aleyda from @orainti
It can be a rollercoaster, although one with a
positive trend if critical errors are handled

59. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Boosting your mobile search visibility

60. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Check out my AMP presentation
for more tools, examples & scenarios
http://www.slideshare.net/aleydasolis/
setting-amp-for-success-at-digitalolympus

61. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Your Mobile content
should be optimized too
http://searchengineland.com/faq-
google-mobile-first-index-262751

62. #mobilefirstseo at #3xedigital by @aleyda from @orainti
https://webmasters.googleblog.com/2016/08/
helping-users-easily-access-content-on.html
It’s critical to facilitate its access
avoiding interstitials & pop-ups

63. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Don’t do this

64. #mobilefirstseo at #3xedigital by @aleyda from @orainti
You can use app banners instead
https://developer.android.com/
distribute/users/banners.html

65. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Use GSC to check how Google render your key
pages content on both mobile & desktop
Desktop Mobile

66. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Verify if your mobile crawled content
is also correctly rendered

67. #mobilefirstseo at #3xedigital by @aleyda from @orainti
If there are empty, non-relevant,
duplicated key content elements

68. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Be mindful of adding the relevant structured
data to markup your mobile content
http://www.thesempost.com/details-googles-
mobile-first-indexing-change/#Structured_Data

69. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Use Schema.org with Json-LD to specify the
meaning of the supported information
https://developers.google.com/search/
docs/guides/mark-up-content

70. #mobilefirstseo at #3xedigital by @aleyda from @orainti
We can additionally obtain extra visibility
in mobile SERPs with Rich Snippets & Cards

71. #mobilefirstseo at #3xedigital by @aleyda from @orainti
Identify more opportunities to generate featured
snippets by analyzing your competitors
semrush

72. #mobilefirstseo at #3xedigital by @aleyda from @orainti
You can directly test their implementation
using the Structured Data Testing Tool

73. #mobilefirstseo at #3xedigital by @aleyda from @orainti
As well as verify how they will look
in mobile search results

74. #mobilefirstseo at #3xedigital by @aleyda from @orainti
To make the most out of them
and maximize your mobile search CTR

75. #mobilefirstseo at #3xedigital by @aleyda from @orainti
How is your
Mobile Targeted
Content
performing?
How Mobile
users & search
crawlers see
your content?
How your
audience search
using mobile
devices?

76. Identify which of the targeted queries are bringing
you the highest rankings, traffic & revenue
#mobilefirstseo at #3xedigital by @aleyda from @orainti
SEOmonitor

77. If the right pages are being ranked & attracting
traffic & conversions for their relevant queries
#mobilefirstseo at #3xedigital by @aleyda from @orainti

78. Look for gaps between mobile & desktop
ranked pages & queries to refine & expand
#mobilefirstseo at #3xedigital by @aleyda from @orainti

79. And always identify more mobile opportunities
in an optimized environment to drive this growth :)
#mobilefirstseo at #3xedigital by @aleyda from @orainti

80. Thanks! Questions?
#mobilefirstseo at #3xedigital by @aleyda from @orainti