This year, mobile search queries will exceed desktop queries on Google. Yet, in a world where mobile devices outnumber computers 3-to-1, many businesses still treat mobile as a separate experience and runner-up to their "main" site. In this session, I focused on case studies and real-world examples how search engines interpret and rank mobile websites. We explored the variety of options for creating mobile website experiences, weigh the pros and cons of each, and addressed areas that businesses can optimize their sites to increase traffic and revenue from mobile devices. Attendees had have the opportunity to submit their site for live review and we discussed mobile SEO strategy and technical implementation, so they hopefully left with increased knowledge of the mobile landscape and practical understanding of the steps they can take to take their own mobile presence to the next level.

1. Mobile SEO
Creating Accessible & Optimized Mobile Experiences
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4. Mobile Options
Responsive Design
• Same HTML and URL
for all devices
Device-Specific Content
• Dynamic Serving
• Separate URLs
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5. RESPONSIVE DESIGN
Same URL and HTML for All Devices
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7. Fixed
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8. Fluid
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9. Elastic
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body
{font-­‐size:
0.8em;}
h1
{font-­‐size:
2em;}
p
{font-­‐size:
1em;}

10. Hybrid
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11. DYNAMIC SERVING
Same URL, Different HTML for Each Device
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16. SEPARATE URLS
Mobile/Tablet Subdomain or Folder
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19. MOBILE GUIDELINES
Search Engine Preferences
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20. “At Bing, we want to keep things
simple by proposing the ‘one URL per
content item’ strategy.”
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21. “By outputting only one URL for the
same content … [y]ou have more
ranking signals coming to this URL.”
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22. “This is also less search engine
crawler traffic coming to your web
servers, which is especially useful
for large websites. Fewer URLs to
crawl reduces the bandwidth our
crawlers consume.”
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23. “Using a single URL for a piece of
content makes it easier for your users
to interact with, share, and link to
your content, and a single URL for
the content helps Google's
algorithms assign the indexing
properties for the content.”
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24. “It saves resources for both your site
and Google's crawlers. For responsive
web design pages, any Googlebot
user agents needs to crawl your
pages once, as opposed to crawling
multiple times with different user
agents, to retrieve your content…
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25. … This improvement in crawling
efficiency can indirectly help Google
index more of the site's contents and
keep it appropriately fresh.”
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26. A CASE STUDY
What Success Looks Like
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27. • Consolidated digital
presence and optimized the
website
• Early adopters of responsive
web design
• Tripled mobile traffic and
improved mobile
engagement on the site
• Exceeded Nutcracker ticket
sales and revenue goals two
years in a row
Mobile Visits
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28. SITE REVIEWS
Live Audits & Examples
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29. THINGS TO AVOID
Worst Practices and Errors
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30. Common Mistakes
• Unplayable videos
• Faulty redirects
• Smartphone-only 404s
• App download interstitials
• Irrelevant cross-linking
• Page speed
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31. RESOURCES
Little Hints Along the Way
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32. Ethan Marcotte
• http://alistapart.com/article/responsive-web-design
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33. Building Smartphone-Optimized Websites
• https://developers.google.com/webmasters/smartphone-sites/details
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34. Building Websites Optimized for All Platforms
• http://blogs.bing.com/webmaster/2012/03/07/building-websites-
optimized-for-all-platforms-desktop-mobile-etc/
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35. Checklist for mobile website improvements
• http://googledevelopers.blogspot.com/2013/12/our-checklist-for-
improving-mobile.html
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36. Responsive Grid-Foundation
• http://foundation.zurb.com/grid.html
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37. Responsive Images-Chris Coyier
• http://css-tricks.com/video-screencasts/133-figuring-responsive-
images/
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38. Moovweb
• http://www.moovweb.com/
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39. iOS Simulator
• https://developer.apple.com/library/ios/documentation/IDEs/
Conceptual/iOS_Simulator_Guide/Introduction/Introduction.html
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40. User-Agent Switcher
• https://chrome.google.com/webstore/detail/user-agent-switcher/
ffhkkpnppgnfaobgihpdblnhmmbodake
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41. Fetch as Googlebot
• https://www.google.com/webmasters/tools/googlebot-fetch
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42. Smartphone Crawl Errors
• http://googlewebmastercentral.blogspot.com/2013/12/smartphone-
crawl-errors-in-webmaster.html
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43. ON THE HORIZON
The Year of Mobile – Episode 4?
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44. SoMoLo
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45. Content-Focused Design
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46. Thank you!
Jordan Silton
Director of SEO & Analytics
jordan.silton@relevanceadvisors.com
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