mobile seo: let the games begin! (presented at ses san francisco, september 2013)
DESCRIPTION
Mobile SEO: Let The Games Begin! Presented by Brian Klais at SES San Francisco, September 19, 2013)TRANSCRIPT
![Page 1: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/1.jpg)
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Mobile SEO: Let The Games Begin!
Brian KlaisPure Oxygen LabsFounder and CEO
![Page 2: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/2.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
“Your Free Mobile SEO Trial is Over”
“…we plan to roll out several ranking changes in the near
future that address sites that are misconfigured for smartphone
users.”
![Page 3: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/3.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Fortune 100 Mobile Recap
http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google
![Page 4: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/4.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
94% Face Mobile Ranking Risks
http://www.pureoxygenmobile.com/research-two-thirds-of-the-fortune-100-are-not-mobile-optimized-for-google
![Page 5: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/5.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Err On Side of No Mobile Errors
What Google says …
• If a searcher visits a desktop page from a mobile device, redirect to an equivalent smartphone-friendly URL not a 404 page.
• Make sure the smartphone-friendly page is not an error page.
• If your content is not available in a smartphone-friendly format, serve the desktop page instead.
![Page 6: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/6.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
The Penalty for Mobile 404s
?
“GM” Query(September 2013)
“GM” Query(June 2013)
![Page 7: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/7.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Diagnosing a Faulty Redirect
Status: 200
![Page 8: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/8.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Diagnosing a Faulty Redirect
Status: 200
http://www.ford.com/Cars/Mustang/models/…
http://pixel.everesttech.net/2519/cq?ev_sid=3&ev_ln=mustangconvertible&ev_crx=17785702469&ev_mt=b&ev_n=g&ev_ltx=&ev_pl=&ev_pos=1t1&ev_dvc=c&ev_dvm=&url=http://www.ford.com/Cars/Mustang/models/?searchid=61240949|2322886349|11611920
http://m.ford.com/Cars/Mustang/models/…
![Page 9: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/9.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Diagnosing a Faulty Redirect
View this mobile redirect header: http://www.pureoxygenmobile.com/view-mobile-redirects/#!=http://www.ford.com/Cars/Mustang/models
![Page 10: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/10.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Serve Relevant Mobile Content
What Google says…
• Route mobile searchers to relevant mobile pages
• If mobile searcher requests example.com/article29, redirect to the equivalent mobile page, such as m.example.com/article29
• Don’t redirect to the m.example.com homepage
![Page 11: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/11.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Serve Relevant Mobile Content
• Implement server-side wildcard pattern matching / conditional redirect logic to target top user-agents (eg iPhone, Android, etc.,)
• Javascript redirects are less optimal but are supported by Google
• When targeting by user-agent, remember Android tablets and phones both have “Android”. To target phones, match on “Android AND mobile”; to target tablets, match on “Android and not mobile”
![Page 12: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/12.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Serve Relevant Mobile Content
![Page 13: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/13.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Tag Pages with Canonical Markup
What Google says…
• Canonical markup helps make content visible to bots and searchers
• If you have an “m.” mobile site:– Each desktop page should contain a "rel=alternate" link meta tag that
points to the mobile URL– Each mobile page should contain a "rel=canonical" meta tag that points to
the desktop URL
• Alternatively add notation to Sitemaps file
• Consider Javascript redirects that match on link value
![Page 14: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/14.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Canonical Link Markup: Just Do It.
![Page 15: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/15.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Tag Conditional Content/Redirects
What Google says…
• Sites that customize mobile experience based on user-agent settings need to make it clear to bots that content varies by user agent
• When your server modifies content or redirects mobile searchers or bots, that page’s “Vary” HTTP header must contain "user agent”
![Page 16: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/16.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Conditional Server Redirect Tag
View this mobile redirect header:http://www.pureoxygenmobile.com/view-mobile-redirects/!=http://www.amazon.com/ref=gno_logo
![Page 17: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/17.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
RWD ≠ SEOWhat Google says…
• Target smartphones via “max-width 640px” @media queries
• Pages should load in <1 second
• Average RWD page weighs 2x more than an average “m.” page
• Do your media queries apply to all pages - or just home page?
• Take advantage of compression, caching, image optimization– Free tools: http://developers.google.com/speed/pagespeed/insights
![Page 18: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/18.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Promote Apps Intelligently
What Google says:
• Avoid promoting app via interstitial pages
• Use a simple banner to promote your app inline with page content
• Promote appropriately based on OS (e.g. Smart App Banners for Safari)
• Or use an HTML image that links to the correct app store
![Page 19: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/19.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Promote Apps Intelligently
• Add iOS meta tag to pages (m. AND www.):
Ex: <meta name=“apple-itunes-app” content=“app-id={id}” />
• Embedded browsers (eg Facebook) may not support
• Cross-platform “smart banners” are available via Jquery on Android and older iOS
• Expose crawlable link too for Google rankings
• Make sure app supports URL schemes for app-linking
![Page 20: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/20.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
Add Banner to Deep Pages, Too.(And Why Not Link Into The App?)
![Page 21: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/21.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
If Social Is Driving Organic Rankings…
http://www.searchmetrics.com/en/services/ranking-factors-2013/
![Page 22: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/22.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
…And If We Use Social Apps 4x Web…
4x!
![Page 23: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/23.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
… Aren’t These Broken Links?
![Page 24: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/24.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
App-Optimize Your Social Links
URL Scheme protocols for top social apps:– Google+ => gplus://plus.google.com/{id}– Facebook => fb://profile/{fbid}– Twitter => twitter://user?screen_name={id}– Foursquare => foursquare://venues/{id}– LinkedIn => linked://profile/{id}– Pinterest => pinterest://user/{id}/– Yelp => yelp:///biz/{id}
• Don’t present mobile users social login wall
• Send iOS and Android users directly into apps (Facebook, Google+, Twitter) for more likes, check-ins, +1s, reviews
![Page 25: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/25.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
The Mobile SEO Games Are On!
![Page 26: Mobile SEO: Let The Games Begin! (Presented at SES San Francisco, September 2013)](https://reader035.vdocument.in/reader035/viewer/2022081512/555296b4b4c9051f108b4e95/html5/thumbnails/26.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@BrianKlais
May The Odds Be Ever in Your Favor!
Brian Klais Founder | CEO Pure Oxygen [email protected]