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Mobile First SEO at #WCEU

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How to develop an SEO process to grow in Google's mobile first index. Learn the criteria, steps and tools to use!

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Mobile First SEO at #WCEU

  1. 1. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti Mobile First SEO 
 Growing your site organic search traffic in a mobile-first world #mobilefirstseo at #wceu by @aleyda from @orainti
  2. 2. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti We live in a Mobile First World #mobilefirstseo at #wceu by @aleyda from @orainti
  3. 3. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti 50% of B2B search queries are made on smartphones and expected to grow to 70% in 2020 https://www.thinkwithgoogle.com/search/#?platforms=Mobile
  4. 4. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.thinkwithgoogle.com/search/#?platforms=Mobile +40% of online transactions are now done on mobile
  5. 5. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.bankmycell.com/blog/cell-phone-usage-in-toilet-survey#jump1 “3 in 4 People admit to use 
 their phone while on the toilet”
  6. 6. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.bankmycell.com/blog/cell-phone-usage-in-toilet-survey#jump1 More men than women though ;)
  7. 7. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti The primary usage of mobile devices brings 
 a new world of added opportunities https://www.bondcap.com/report/itr19/
  8. 8. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @oraintihttps://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html As a consequence Google has been moving to a Mobile First Index
  9. 9. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-first-indexing It means to primarily crawl and index 
 Mobile Websites, instead of desktop ones
  10. 10. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://www.seroundtable.com/google-mobile-first-indexing-half-26846.html Half of Google Search Results now use their Mobile First Index
  11. 11. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html Google started with Websites that were already following Mobile First best practices
  12. 12. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti They notify existing Websites that have switched via the Search Console
  13. 13. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Site owners can see a significant crawl rate increase from the smartphone Googlebot SEOlyzer.io, Ryte, Screaming Frog Log Analyser
  14. 14. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console URL Inspection You can also verify with the Search Console URL inspection feature how any page has been crawled
  15. 15. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti From July 2019 forward, all new Websites will go to the Mobile First Index https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html
  16. 16. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstseo at #wceu19 by @aleyda from @orainti It’s time to switch your SEO process to be Mobile First too in case you still haven’t https://twitter.com/aleyda/status/1140905512789250049
  17. 17. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiwww.orainti.com * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 I’m Aleyda Solis, SEO Consultant 
 & Founder at Orainti
  18. 18. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Today I’ll share how to win SEO 
 in a mobile first Index Is having a mobile site enough to be mobile first ready? How to verify if your site is really mobile first ready? How to do a mobile vs. desktop parity audit? How can you identify further mobile targeted opportunities? #mobilefirstseo at #wceu by @aleyda from @orainti
  19. 19. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti Wait… is not having a mobile site enough to be mobile first ready? #mobilefirstseo at #wceu by @aleyda from @orainti
  20. 20. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://search.google.com/test/mobile-friendly Having a mobile Website is just the base Not really Mobile Friendly
  21. 21. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console Mobile Usability As well as complying with Mobile usability best practices
  22. 22. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Some have been addressed with updates, 
 like avoiding full mobile screen pop-ups https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html Mobile pop-ups update
  23. 23. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/speed/pagespeed/insights/ Having a fast mobile Web speed, 
 which is a ranking factor since July 2018
  24. 24. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/mobile-sites/mobile-first-indexing#best-practices Additionally, you’ll need to do validations and changes based on your mobile Web configuration
  25. 25. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti No change is needed for responsive sites, 
 as content is the same for mobile & desktop
  26. 26. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti This also happens with canonical AMP, 
 since the content is the same again https://search.google.com/test/amp
  27. 27. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Non-canonical AMP is not indexed, so you’ll need to assess the original Mobile site INDEXABLE MOBILE VERSION NON- INDEXABLE AMP VERSION
  28. 28. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Remember non- canonical AMP will be used for speed, but is not a replacement of your own mobile site https://www.seroundtable.com/amp-desktop-mobile-google-index-24568.html
  29. 29. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Change might be needed with dynamic sites, since HTML of mobile & desktop is different
  30. 30. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Something similar happens w/ independent mobile sites with separate URLs
  31. 31. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti It’s then critical to especially validate dynamic serving & independent mobile sites https://www.seroundtable.com/google-mobile-first-indexing-half-26846.html
  32. 32. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti What to validate to check if your site is Mobile First ready then? #mobilefirstseo at #wceu by @aleyda from @orainti
  33. 33. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti It’s about mobile vs desktop Web parity 
 in technical and content optimization https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html
  34. 34. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti >Desktop Mobile Your mobile site should also feature the relevant content and links of desktop
  35. 35. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Hiding the content in your mobile pages 
 with styles should be ok as long as it is in the HTML
  36. 36. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile Desktop = The metadata should be equivalent 
 across both versions of your site too
  37. 37. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile Desktop = Structured data should also be present on both desktop as well as Mobile HTMLs https://search.google.com/structured-data/testing-tool
  38. 38. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile Desktop International sites should add hreflang in mobile pages too, besides in desktop https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls
  39. 39. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti VS Independent mobile sites should keep consistency with the m-dot robots.txt https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls
  40. 40. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti As well as keep the canonicalization configuration, pointing to the desktop URLs https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls
  41. 41. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile Desktop So hreflang annotations in mobile pages should go to mobile URLs as the alternates https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls
  42. 42. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile Desktop But you don’t need to change the mobile 
 rel alternate & canonical tags logic https://developers.google.com/search/mobile-sites/mobile-seo/separate-urls
  43. 43. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Correct Incorrect For example, hreflang in this case is correct, 
 but the canonicalization is not
  44. 44. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti You’ll need to also register the independent mobile site in the Search Console to monitor its activity Google Search Console
  45. 45. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti This is why Google doesn’t recommend to use independent mobile sites anymore https://webmasters.googleblog.com/2019/05/mobile-first-indexing-by-default-for.html
  46. 46. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti How can you do a Mobile vs. Desktop parity SEO audit? #mobilefirstseo at #wceu by @aleyda from @orainti
  47. 47. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://search.google.com/test/rich-results Compare the rendered HTML of your pages as seen by the mobile vs. desktop googlebots
  48. 48. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://zeo.org/seo-tools/mfi/ Use mobile first index checkers to do the parity validation in specific pages
  49. 49. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti It will allow you to identify gaps in content, links and configuration of the page https://zeo.org/seo-tools/mfi/
  50. 50. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti VS Screaming Frog, Deepcrawl, Botify, OnCrawl, Sitebulb Do this at a site level by crawling it with 
 the desktop & mobile Googlebots
  51. 51. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile Desktop Sitebulb You can compare both with many of the SEO crawlers directly
  52. 52. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiDeepcrawl Deepcrawl can check independent mobile 
 vs. desktop pages in the same crawl

  53. 53. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Verify & compare the mobile configuration, crawlability, indexability and content
  54. 54. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Do a JS based crawl to verify potential gaps if the Mobile site relies in JS rendering
  55. 55. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Check if the smartphone googlebot is correctly rendering your mobile content with the Search Console Google Search Console URL Inspection
  56. 56. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#winningmobilefirst at @ungaggeduk @aleyda from @oraintihttps://search.google.com/test/mobile-friendly If you don’t have access to the Search Console use the Google Mobile Validator
  57. 57. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti#mobilefirstchecklist at #smxlondon by @aleyda from @orainti How can you identify further mobile focused opportunities? #mobilefirstseo at #wceu by @aleyda from @orainti
  58. 58. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Mobile + Desktop By doing all the SEO process from a mobile perspective, not only the technical validation AUDIENCE & COMPETITIVE RESEARCH TECHNICAL & CONTENT OPTIMIZATION SEO RESULTS MEASUREMENT BACKLINK ANALYSIS & BUILDING 1 2 3 4 Mobile + DesktopMobile + Desktop
  59. 59. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console Performance Report Understand the role and behavior of 
 mobile vs. desktop in your search results
  60. 60. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Search Console Performance Report Identify your top mobile vs. desktop 
 queries & pages search behavior
  61. 61. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti How are your pages displayed in mobile search results vs. competitors? Chrome DevTools, Firefox Web Developers Tools Search Features Opportunities Snippet Optimization
  62. 62. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Analytics Verify which is their mobile vs. desktop engagement and conversion
  63. 63. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti How are your worst/best mobile performers addressing their queries with their content? Chrome DevTools or Firefox Web Developers Tools VS
  64. 64. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Identify more 
 topics to target by checking your competitors top mobile queries and pages Sistrix
  65. 65. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiSEMRush Do a competition analysis to identify mobile focused queries you’re not addressing
  66. 66. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiGoogle Keyword Planner Verify which of these have the highest mobile search potential
  67. 67. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiCognitiveSEO Keyword Research Analyze their mobile search results to identify the optimization gap
  68. 68. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti Prioritize, optimize and integrate this content within your mobile site accordingly Screaming Frog
  69. 69. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery Remember that it’s not only about ranking first, but also maximizing your visibility in SERPs through search features
  70. 70. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiSEOmonitor How are the established optimization actions impacting your mobile search results & conversions?
  71. 71. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiSistrix Mobile Visibility Index Monitor your mobile visibility evolution vs. competitors to identify further opportunities
  72. 72. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti It’s about migrating to a 
 Mobile First SEO process Mobile AUDIENCE & COMPETITIVE RESEARCH TECHNICAL & CONTENT OPTIMIZATION SEO RESULTS MEASUREMENT BACKLINK ANALYSIS & BUILDING 1 2 3 4 MobileMobile
  73. 73. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @orainti To grow your mobile organic traffic accordingly!
  74. 74. #mobilefirstchecklist at #smxlondon by @aleyda from @orainti#mobilefirstseo at #wceu by @aleyda from @oraintiwww.orainti.com * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 Thank you

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