A presentation by 90 Digital CEO Nick Garner explaining how to be effective in mobile SEO - includes a few iGaming case studies.

1. The Art Of Mobile SEO

2. On Site SEO : Be Google Friendly
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3. Responsive Design
How Google Likes It
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4. Responsive Design: Sites that serve all devices on the same set of URLs, with each URL
serving the same HTML to all devices and using just CSS to change how the page is
rendered on the device.
How Google Likes It: 1st Choice
Desktop browser
www.site.com/apples
Mobile browser
www.site.com/apples
Lovely Apples Lovely Apples
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5. Sites that dynamically serve all devices on the same set of URLs, but each URL serves
different HTML (and CSS) depending on whether the user agent is a desktop or a
mobile device.
2nd Choice
Desktop browser
www.site.com/apples
Mobile browser
www.site.com/apples
Lovely Apples Lovely Oranges
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6. 3rd Choice
Desktop browser
www.site.com/apples
Mobile browser
mobile.site.com/oranges
Lovely Apples Lovely Oranges
Sites that have separate mobile and desktop URLs. This is how so many money making
transactional sites work.
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7. Off Site SEO : How To Rank
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8. How Search Engines Work
Desktop SERPS
Mobile SERPS
Collect Info:
● Offsite
● Onsite
Desktop Crawler
Mobile Crawler
Process
Rank
80% Similar
Results
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Index

9. Links
m.site.com
Links = Votes
Web Site
SERP 1: site.com
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
More Good Votes = Rankings
SERP = Search Engine Ranking Position
Desktop / Mobile
Internet
Google uses a single index for serving content to desktop and mobile users
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10. Few Links
Links = Votes Not Enough Good Votes =
Poor Rankings for a mobile
site on the index.
SERP = Search Engine Ranking Position
Internet
Web Site
m.site.com
SERP 1:
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10: m.site.com
Desktop / Mobile
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11. Often on mobile there are not enough 'voting
signals' for Google to work off to get solid results.
Users don't link to mobile sites, they link to the
main brand site.
Therefore Google ranks a site on whoever is most
relevant with most links on desktop and mobile.
Google Needs Solid Signals
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12. 'Online Casino'
Page fold 1980 x 1080 screen
Desktop
Mobile
Page fold
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13. jackpotcity.co.uk > jackpotcity.co.uk (Responsive)
Jackpot City No1 ‘Online Casino’
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14. skyvegas.com > m.skyvegas.com (url redirect)
Sky Vegas No2 ‘Online Casino’
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15. 32red.com > touch.32red.com (url redirect)
32 Red No3 ‘Online Casino’
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16. And Finally...
Follow the guidelines from Google Link build to your main web property
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17. Make your site render in 1 second
At a minimum, the “above the fold” content of a web page should render in less than
one second. Here’s how...
http://calendar.perfplanet.com/2012/make-your-mobile-pages-render-in-under-one-second/
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18. Go mobile SEO or go home
Google recently announced that mobile site optimisation would be a factor in
search engine rankings. This was the first time that Google explicitly advised
that sites with smartphone issues would not rank well in smartphone SERPs.
http://www.thedrum.com/opinion/2013/07/25/go-mobile-seo-or-go-home
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19. Resources
Practical:
● Google’s Maile Ohye - guide to mobile site development
● Vanessa Fox - the definitive guide to technical SEO
● Google - Changes in rankings of smartphone search results | Dave Chaffey commentary
● Google - Common mistakes in smartphone sites
● Bryan McQuade - Make your mobile pages render in under one second
● Mobile SEO infographic
SEO 101
● Google - SEO starter Guide
● Moz - Beginners SEO guide
● 100 web design - 12 lessons on SEO
● Moz - Web developer's SEO cheat sheet
Deep
● Microsoft: Cluster-based Smoothing of Sparse Ranking Signals in Mobile Local Search
● Google’s 200 Ranking Factors: The Complete List
● The Periodic Table Of SEO Success Factors
Business case for SEO
● See Interactive - Building A Better SEO Business Case
● Nathan Safran - How to Counter Your Ignorant Boss’ Misconceptions About SEO
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20. 16 Differences: Mobile v Desktop
1. Local results Are More Likely In Mobile
2. Autocomplete Results Appear Before Results In Mobile App Search
3. Certain Queries Have Interactive Results In Mobile
4. Android Users Are Always Logged In
5. Positions Of Vertical Results Likely Different In Smartphone Results
6. Smartphone Results Have Different Filters
7. Blended Mobile Ranking Algorithm
8. Google Play or iTunes Results For Queries That Include “Download” Or “App”
9. CTR & Bounce Rate More Likely To Vary In Mobile
10. Knowledge Graph Nested Within Results In Mobile
11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile
12. Mobile URLs Listed Per Skip Redirect
13. Mobile Instant Preview Allows You to Thumb Through Results Quickly
14. Smartphone Icons Indicate Smartphone Friendly Content
15. Google Now Provides Search Results With No Queries
16. Google Goggles Provides Entirely Different Results, Based On Visual Queries
Bryson Meunier: http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
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21. Nick Garner
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