This presentation reviews what you need to know about updating your website and apps to ensure that Google can crawl and index them for ranking in mobile search results. The mobile-friendly tag is a moving target, and the mobile search result is being taken over by Answer Boxes and sponsored results. This presentation shows how to build your mobile websites and apps so that they rank in organic Google mobile search results.

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SEO in Gaming
After
Mobilegeddon:
New Mobile SEO Strategies
for Sites & Apps

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OMG - What is Going On?

4. @suzzicks It’s OK– We’ve Got This!

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Surveying the
Mobile
Landscape

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What is the Threat?

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Google’s Goal

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Types of Mobile Sites
mDot Responsive
Design
Selective Serving Single Page App
Rel=“Alternate”
Rel=“Canonical”

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Desktop Is the Default Canonical
Responsive/Dynamic Serving App Deep LinkingmDot Site
CANONICAL TO DESKTOP

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Honor the Integrity of the Canonical
Internal Links
Self-
Referencing
Canonicals
XML Sitemap301 Redirects
Server Rules

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Settings that Impact Mobile Search
Chrome vs.
Google Now
Location
& Privacy
Android
vs. iOS
Logged
In or Out

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Fundamental 4/21 Changes
Desktop Crawl is for Content &
Desktop Rendering is Canonical
• For mDot Sites
• For Responsive Design &
Selective Serving
• In App Indexing & Deep
Linking
Mobile Crawl focuses on
Rendering Rather Than Content
• Need CSS & JS to
Render
• Rendering is about
UX
• Hidden Text & Links
are Devalued

13. Why CSS & JavaScript?

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Why CSS & JavaScript?

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Why CSS & JavaScript?

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Why CSS & JavaScript?

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Oh…And Also No App Interstitials!

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But Don’t Get Rid of the Interstitials Entirely!

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Testing for “Mobile-Friendly”ness

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Mobile-Friendly Test

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Webmaster Console Fetch & Render

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Webmaster Console Mobile-Friendliness
GET IMAGE 

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Mobile UX Signals
Font Size & Tap
Target Size
View Port Flash & Errors

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Improving Page Speed with Images
Sprites File Size Responsive
Images.org
Image Server
Quality: 85%
Width: 300px
Quality: 70%
Width: 150px
Quality: 326 PPI
Width: 200px

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ResponsiveImages.org
• HTML5 for:
• Crop
• Scale
• Art Director

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Other Recent Changes to the SERP
Featured
Answers
Aggregations
Interactions
EasytoSee
Packs
Cards
Carousels
Expansion
Information
Semantic
Natural Language
Compound
Search
Entity
Understanding

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Have a Deeper
Understanding of
‘Intent’

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Intent
Desktop Intent

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Intent
Mobile Intent

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Device – Intent Matters!
It’s a Ranking Factor.

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What Might Indicate Mobile Intent?
1. Voice Search/Natural Language
2. Searches for Apps
3. Local/Map Search
4. News Search
5. Shopping Search
6. Video Search
7. Image Search
8. Find Phone Numbers
9. Music Download Search
10.Media Download Search
11.Fact Search
12.Function Search
13.Search Device
14.Social Interaction

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Answers aka Featured Rich Snippets

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Answers aka Featured Rich Snippits

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Answer Doubles
• Often the top answer is from
the top ranking website, but
not always
• Answer Boxes tend to drive a
20% increase in traffic for the
impacted Keywords

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Variable Description Length
(Page Scrape - Not Meta Description)
112
297
310
296

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More Interaction from the SERP

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More Interaction from the SERP

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Compound Search Queries
Same Query
Query + ClickQuery

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Implied Keywords
“How tall
is it?”

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Schema.org on Mobile
TV ShowInfo Location

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Crumb Trail Url
Formatting
Bellagio > casino_li
Bellagio >
id=www.bellagio.com
Bellagio > casino_6

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Making Apps Your
Ally

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5 Types of App Results
App Pack App Single App Carousel Deep LinksIcon Deep Links

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Android
&
iOS Intent

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Understanding App Packs

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Android Deep Linking User Experience
Google’s Deep Linking case studies: https://developers.google.com/app-indexing/case-studies

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Google Require Website Parity to Rank Deep Links
“Google will be
considering
"high quality"
apps to be a
positive ranking
factor in mobile
search.”
-Mariya Moeva (Google
Webmaster Trends Analyst,
SMX West 2015)
WebApp

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Google Require Website Parity to Rank Deep Links
“Apps that use the App Indexing API will be given an additional
rankings bonus above and beyond the ranking bonus that is given
for having deep links in place.”
-Mariya Moeva (Google Webmaster Trends Analyst, SMX East 2015)

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Deep Links Without Website Parity
Social Media Spotlight Search API Email & Paid Ads

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Maintaining Top
Mobile
Rankings

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Leveraging Google+ for Local
- Name
- Address
- Phone

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Marking Up Email & Contacts
“Mobile email opens have
grown by 180% in 3 years.”

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PPC Results Taking Up More Room on Mobile
• Click-to-Call
• Star Ratings
• App Icons
• Links for Directions
• Ad Extensions
• These could be more of a threat to
SEO moving forward

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Sponsored App Results

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Shopping Sponsored Results

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Predictive Search – Google Now

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Predictive Search – Google Now

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Predictive Search – Google Now

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The End

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Thanks!
Cindy Krum
cindy@mobilemoxie.com
Call: 720-231-7277
Twitter: @Suzzicks