1. Preparing for the Google Mobile Friendly Algorithm
DON’T FALL OFF A TRAFFIC CLIFF:

2. 2
Brian McDowell
@Brian_McDowell
Director of Search Intelligence & Co-Founder
Conductor
SPEAKERS – JOIN THE CONVERSATION
Sheridan Orr
@SheridanOrr
Senior Director, Product Marketing
Conductor
#MobileReady @Conductor

3. 3
Use the questions box to submit
questions throughout the
presentation
QUESTIONS
#MobileReady
@Conductor

4. 4
· Managing Executive Expectations
· What is Google Doing and Why
· Potential Impact to Your Business
· Actions You Can Take
· Measuring Pre and Post-Update
· Valuable Insights
· Available Resources
· Q + A
AGENDA
#MobileReady
@Conductor

5. 5
MANAGE EXECUTIVE EXPECTATIONS.
How are we stacked
up against the
competition?
We already have our web
releases scheduled out for
the next 6 months. Why is
this suddenly a priority?
How much revenue is
at risk?
We already have a
responsive mobile site.
Why should we dedicate
resources to this?
#MobileReady
@Conductor

6. 6
HOW MUCH IS YOUR GOOGLE SUBSCRIPTION?
#MobileReady
@Conductor

7. 7
#MobileReady
@Conductor

8. 8
Organic accounts for 37.13% of Website Visits
Mobile accounts for 45.19% of Organic Visits
Organic Mobile accounts for 16.78% of Website Visits
(37.13 * 0.4519)
*This is an example of Google Analytics data (month of February 2015) for an e-commerce
company. Data used with permission.
#MobileReady
@Conductor

9. 9
16,000 VISITS LOST PER DAY
2.75% CONVERSION RATE
$25.00 REVENUE PER CONVERSION
$11,000.00 DAILY CONTRIBUTION LOSS
$4,015,000.00 ANNUAL CONTRIBUTION LOSS
-15% SITEWIDE CONTRIBUTION LOSS

10. 10
THE COST OF INACTION

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IMAGE SOURCE: http://lemmysbeardwebzine.com/2013/12/02/sonisphere-returns-in-2014-with-iron-maiden-and-metallica-headlining/
You have the stage – ROCK IT!

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ALIGN YOUR MOBILE WEBSITE FOR THIS CHANGE

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FIRST THINGS FIRST – CHECK GOOGLE WEBMASTER TOOLSGOOGLEWEBMASTERTOOLS
EMAIL
#MobileReady
@Conductor

14. 14
IS YOUR WEBSITE MOBILE FRIENDLY?
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile friendly refers to
Smart Phones. This does
not refer to Feature Phones,
Tablets or Desktop.
#MobileReady
@Conductor

15. 15
POPULAR CMS INTEGRATIONS HAVE DEDICATED
GOOGLE RECOMMENDATIONS?
https://developers.google.com/webmasters/mobile-sites/website-software/
•WordPress
•Joomla!
•Drupal
•Blogger
•vBulletin
•Tumblr
•DataLife Engine
•Magento
•Prestshop
•Bitrix
•Google Sites
#MobileReady
@Conductor

16. 16
MOBILE CONFIGURATIONS (1,2 & 3 OF 5)
RESPONSIVE DESIGN
https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/responsive-design
•JavaScript Adaptive – GOOGLE PREFERRED (when JS required).
•All Devices are served the same HTML, CSS, JavaScript content
•JavaScript execution changes sites behavior
•Combined Detection – Uses both JavaScript and Server Side Detection
•Different content / HTML is served to different user agents (devices)
•“Vary:User-agent” HTTP Response Header should be used in this case
•Dynamically Served JavaScript – User agent sets JavaScript location
•Same HTML is served
•JavaScript served from a dynamic location (different URL)
Responsive serves all devices with the same code that adjusts to screen resolution
#MobileReady
@Conductor

17. 17
MOBILE CONFIGURATIONS (1,2 & 3 OF 5)
WHY DOES GOOGLE LIKE RESPONSIVE DESIGN?
• Makes sharing content easier by linking to a single URL
• Simplifies Indexing by not needing correlations
between desktop and mobile pages
• Requires less engineering time to maintain content
• Reduces load times by eliminating the need for mobile
redirects
• Saves Google time as only one Googlebot user agent is
needed to crawl your site
#MobileReady
@Conductor

18. 18
MOBILE CONFIGURATIONS (1,2 & 3 OF 5)
RESPONSIVE DESIGN: META VIEWPORT TAG
The meta viewport tag must be included in
the head of the HTML document for pages
that are optimized for a variety of devices.
The meta viewport tag sends signals to the
browser on the dimensions of the page
and how to scale the content.
#MobileReady
@Conductor

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MOBILE CONFIGURATIONS (4 OF 5)
DYNAMIC SERVING
https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving
Dynamic serving is often confused with combined detection responsive design.
With Dynamic Serving, the same URL is
served to the user but with altered HTML.
Mobile friendly content is “hidden” for a
desktop user agent.
These configurations must use the Vary
HTTP header. The Vary HTTP Header is a
server response that tells the browser
about a possible variance in content
based on user agent.
#MobileReady
@Conductor

20. 20
MOBILE CONFIGURATIONS (5 OF 5)
SEPARATE URLS
https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/separate-urls
PROPER 1:1 ASSOCIATIONS ARE NEEDED IN THE SEPARATE URL MODEL
On the DESKTOP page, add:
<link rel="alternate" media="only screen and (max-width: 640px)” href="http://m.example.com/page-1" >
NOTE: The CSS media query to direct when Google should use the alternate URL. See reference slide for more information about CSS media queries
On the MOBILE page, the required annotation should be:
<link rel="canonical" href="http://www.example.com/page-1" >
#MobileReady
@Conductor

21. 21
MOBILE OPTIMIZATION
SPEED AND LOAD TIMES
https://developers.google.com/speed/pagespeed/insights/
#MobileReady
@Conductor

22. 22
MOBILE OPTIMIZATION
SPEED AND LOAD TIMES
https://developers.google.com/speed/docs/insights/mobile
“we must deliver and render the above the fold (ATF) content in under one second, which
allows the user to begin interacting with the page as soon as possible.” ~Google
•Server must render the response (< 200 ms)
•Number of redirects should be minimized
•Number of roundtrips to first render should be minimized
•Avoid external blocking JavaScript and CSS in above-the-fold content
•Reserve time for browser layout and rendering (200 ms)
•Optimize JavaScript execution and rendering time
#MobileReady
@Conductor

23. 23
· JavaScript Resizing is not always the best option as it can increase load times.
· Test and consider the <picture> element for dynamic loading (responsive design)
· Allows for resolution thresholds
· Accepts relative sizes based on viewport width
OPTIMIZE YOUR IMAGES
#MobileReady
@Conductor

24. 24
MOBILE OPTIMIZATION
IMPROPER REDIRECTS
https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/faulty-redirects
Google Webmaster Tools – Crawl – Crawl Errors – Smart Phone
#MobileReady
@Conductor

25. 25
MOBILE OPTIMIZATION
DO NOT BLOCK JS, CSS OR IMAGE FILES
http://www.googlewebmastercentral.blogspot.com/2014/05/understanding-web-pages-better.html
“If resources like JavaScript or CSS in separate files are blocked (say, with robots.txt)
so that Googlebot can’t retrieve them, our indexing systems won’t be able to see
your site like an average user. We recommend allowing Googlebot to retrieve
JavaScript and CSS so that your content can be indexed better. This is especially
important for mobile websites, where external resources like CSS and JavaScript help
our algorithms understand that the pages are optimized for mobile.”
~Google 05/23/2014
#MobileReady
@Conductor

26. 26
MOBILE OPTIMIZATION
BLOCKED / HIDDEN CONTENT
“This provides users with a poor mobile experience!” ~Google
https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/unplayable-content
•Use proper HTML5 standards for animations
•Use video-embedding that can be played on all devices
•Consider using transcripts
#MobileReady
@Conductor

27. 27
MOBILE OPTIMIZATION
TRUNCATING CONTENT (RESPONSIVE)
Select your breakpoints without hiding your content.
“Don’t simply hide content just because you can’t fit it on screen.” ~Google
http://upstatement.com/blog/2012/01/how-to-approach-a-responsive-design/
https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/how-to-choose-breakpoints
#MobileReady
@Conductor

28. 28
MOBILE OPTIMIZATION
404 HANDLING
If a page on your site doesn’t have a smartphone equivalent, keep users on the desktop page. Showing
the content the user was looking for is a much better experience than showing an error page.
Google Webmaster Tools – Crawl – Crawl Errors – Smart Phone
https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/mobile-only-404s
#MobileReady
@Conductor

29. 29
MOBILE OPTIMIZATION
RELEVANT LINKS TO MOBILE PAGES
#MobileReady
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30. 30
MOBILE OPTIMIZATION
USE PROPER ADVERTISING FOR APPS
Use a simple banner to promote your app inline with the
page’s content. This banner can be implemented using Smart
App Banners for Safari or an HTML banner image.
#MobileReady
@Conductor

31. 31
Ensure your organization is updated about the changes and potential impact.
Test your site to see if Google views you as mobile friendly or not
Double check your CMS specific recommendations
Check speed and load times
Optimize your images
Check your redirects
Ensure you haven’t blocked Java, CSS or image files
Check where you are sending searches (If you don’t have a mobile page, send to
desktop)
Ensure you have proper advertising for apps
Monitor and report fluxuations
CHECKLIST FOR SUCCESS
#MobileReady
@Conductor

32. 32
MEASURING AND UNDERSTANDING THE DELTAS

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ARE YOU MOBILE FRIENDLY ?

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GOOGLE SEARCH UPDATE
#MobileReady
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35. 35
SEARCHLIGHT MOBILE FRIENDLY REPORTING
35
#MobileReady
@Conductor

36. 36
SEARCHLIGHT MOBILE FRIENDLY REPORTING
36
#MobileReady
@Conductor

37. 37
GLOBAL INSIGHTS
#MobileReady
@Conductor

38. 38
HOW ABOUT YOUR COMPETITORS?

39. 39
COMPETITIVE INSIGHTS
#MobileReady
@Conductor

40. 40
EXECUTIVE UPDATES
40
#MobileReady
@Conductor

41. 41
QUESTION AND ANSWER

42. 42
· Use the questions box to submit
questions throughout the
presentation.
· We will send you a copy of the
Q+A following the webinar as
well as the recording.
JUST A REMINDER
#MobileReady
@Conductor

43. 43
· Managing Executive Expectations
· What is Google Doing and Why
· Potential Impact to Your Business
· Actions You Can Take
· Measuring Pre and Post-Update
· Valuable Insights
· Available Resources
RECAP
#MobileReady
@Conductor

44. 44
Brian McDowell
@Brian_McDowell
Director of Search Intelligence & Co-Founder
Conductor
SPEAKERS
Sheridan Orr
@SheridanOrr
Senior Director, Product Marketing
Conductor
#MobileReady
@Conductor

45. 45
REFERENCES
Google Mobile SEO for Developers: https://developers.google.com/webmasters/mobile-sites/mobile-seo/
Responsive Design: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/responsive-design
Dynamic Serving: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving
Separate URLs: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/separate-urls
Vary:User-agent response header: https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/dynamic-serving
Meta Viewpoint Tag: https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/set-the-viewport
CSS Media Queries: https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/use-media-queries?hl=en
Dynamic images: https://developers.google.com/web/fundamentals/media/images/images-in-markup#art-direction-in-responsive-images-with-picture
Responsive Images: http://responsiveimages.org/#implementation
Less then a second mobile page load times: http://calendar.perfplanet.com/2012/make-your-mobile-pages-render-in-under-one-second/
Google Page Load Times: https://developers.google.com/speed/docs/insights/mobile
Google Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/
Do not block page elements: http://www.googlewebmastercentral.blogspot.com/2014/05/understanding-web-pages-better.html
Smart App Banners for Safari: https://developer.apple.com/library/ios/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html
#MobileReady
@Conductor