the three most common mobile seo challenges our clients are facing, by mark thomas, sem days 2015

MOBILE SEO CHALLENGES

MARK THOMAS | @SEARCHMATH

Context

http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369

We must presume that our customers

will engage with us only on mobile.

The Browser: Sidelined

10% of time on mobile spent in a browser (down from 14% in 2014)

90% of time spent in an average of 36 appshttp://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is

When it comes to search on mobile devices, users should get the most

relevant and timely results, no matter if the information lives on mobile-friendly web

pages or apps.

1. More mobile-friendly websites in search results

Mobile-friendliness as a ranking signal

2. More relevant app content in search results

Indexed apps as a ranking signal

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3. App-only content in search results

Search and app unification

25% of Google searches on Android return deep links to apps through App Indexing.

[1]

https://developers.google.com/app-indexing/partners/case-studies

Challenges

CHALLENGE #1ROBOTS.TXT

MARK THOMAS | @SEARCHMATH

Client A

Issue: Blocking their pages from Google Mobile crawler

Result: Experiencing significant loss.

Google highlighted these App Indexing challenges:

1. First Click Free 4. Incorrect DeepLink

Format

2. Robots.txt 5. Different Behaviour on

Real Devices

3. Native ARM Code 6. Content Validation

Issue

https://www.youtube.com/watch?v=Xa6Q1SWUlVMt=12m10s

CSS and JS crawling is more important for mobile than desktop: allowing your CSS and JavaScript files to be crawlable does affect desktop pages, but is more important for mobile pages as they need to test for mobile compatibility.

Remove these from you robots.txt file:Disallow: /cssDisallow: /js

Wordpress:Disallow: /wp-contentDisallow: /wp-includes

CHALLENGE #2CONTENT VALIDATION

MARK THOMAS | @SEARCHMATH

App & web content must matchhttps://www.youtube.com/watch?v=Xa6Q1SWUlVMt=12m10s

CHALLENGE #3APPS - TO BUILD OR NOT TO BUILD?

MARK THOMAS | @SEARCHMATH

We’ve downloaded dozens of apps, but most are collecting

dust.

Your app must stand out from the crowd

David SottimanoFormerly Distilled“Crucial for those who have Apps.  App links in search results have extremely high CTR.”

Bastian GrimmPeak Ace“It does not matter if you decide to use apps or not – if you can provide proper results with a mobile / responsive website that’s totally fine as well.”

Fili WieseSearch Brothers“The importance of app indexing is growing and as so often with new developments it stands for an opportunity to claim more SERP real estate with relevant content.”

Thank youSlides available: @SearchMATH