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SEO Checklist for Google Mobile First Index

Google will switch to a mobile 1st index in 2018. This means a HUGE opportunity for anyone in digital. SEO, CRO, UX professionals can drive performance gains for clients by making sure this work is on the schedule NOW!

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SEO Checklist for Google Mobile First Index

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Presentation Transcript

  1. Nichola Stott Nichola Stott Nine Things We’re Checking for a Mobile First Index nicholastott

  2. “experiment over the coming months …and we’ll ramp up this change when we’re confident that we have a great user experience.” Webmaster Central: Nov. 16 @nicholastott

  3. Opportunity to Blow Away Competitors @nicholastott

  4. Opportunity to Blow Away Competitors Site Speed 3G 19 Seconds Average Load Time >3 Seconds 53% Abandonment Time DoubleClick: SEP. 16

  5. 01. Check Mobile Agent/Client Handling Make no assumptions Check sample in device lab @nicholastott

  6. 01. Mobile Handling/Responsive Little to do: Behavioural analysis –GA (desktop vs. mobile) •  Commercial analysis •  Speed, UX Content, UX Journey •  @nicholastott

  7. 01. Mobile /Dynamic/Different This is for you… @nicholastott

  8. 02. Speed/HTTP2 HTTP/2 @nicholastott

  9. “Multiplexing is a method… by which multiple HTTP requests can be sent and responses can be received asynchronously via a single TCP connection.”   Multiplexing Tutorial: QNIMATE - Link @nicholastott

  10. 02. Speed/HTTP2 HTTP/1.1 HTTP/1.1 HTTP/2 HTTP/2 Head of line – resources Multiplexed resources Priority queue – ‘educated’ guess Prioritised by type & context Queue held on client Browser to server Keep-alive – stated Keep-alive enabled default @nicholastott

  11. 03. Speed/Front-End •  Image optimisation – change driver •  Google’s RAIL framework @nicholastott

  12. 03. Speed/Front-End/Image Spriting Image spriting - top 5 change-driving performance improvements @nicholastott

  13. 03. Speed/Front-End/SPRITING Image spriting HTTP/ 1.1 still beat HTTP/2 in these experiments. Octo: Dec 15 Link @nicholastott

  14. 03. Speed/Front-End Google Developers: Link @nicholastott

  15. 03. Speed/Front-End/RAIL RAIL RAIL Guideline Guideline Response Response <100ms Animation Frame 10ms (scrolling/touch drag) Idle Use to complete deferred work Keep pre-load to minimum •  •  Deliver <1000ms Load @nicholastott

  16. 03. Speed/Front-End/RAIL @nicholastott

  17. 04. Tag Handling Make no assumptions Check if different/dynamic @nicholastott

  18. 04. Tag Handling •  Free Chrome Extension •  Analyse and fix •  Audit and compare •  Navigate to URL •  Use dev tools to spoof agent @nicholastott

  19. 04. Tag Handling/GTM GTM takes tags out of inline code. Speed down = site performance up. @nicholastott

  20. 05. Structured data @nicholastott

  21. 05. Structured data 20% Of mobile searches are voice search SEL: May 16 Link @nicholastott

  22. 05. Structured data QUERY Get into Featured Get into Featured “star wars cast” Snippets Snippets •  Be top 3 •  Answer on the Page •  structured data for lists, tables, charts Featured Snippets :Rob Bucci - STAT @nicholastott

  23. 06. Service Workers Seek to solve biggest problem – no connectivity Replacement to AppCache Browser runs in background – separate to web page @nicholastott

  24. 06. Service Workers SEE Pierre Far – Mobile SEO Guide: Link @nicholastott

  25. 06. Service Workers/More Reading Service Worker API – W3C Schools Using Service Workers – Mozilla Service Workers: An Introduction - Google @nicholastott

  26. 07. URL Hierarchy/Ecosystem Mobile Canonical Desktop AMP Alternate AMP Don’t Rely on Alternate/Canonical to infer hreflang!! @nicholastott

  27. 08. Content Experience Higher bounce rate on mobile 9.58% @nicholastott DoubleClick: SEP. 16

  28. 08. Content Experience •  Use words efficiently •  Natural language helps voice and scan •  If not mobile first – then mobile smart design @nicholastott

  29. 09. Journey Experience “…needs to provide the user with journey(s) and functionality to complete their priority tasks .” Think With Google @nicholastott

  30. 09. Journey Experience Simple UX review and scoring system for top revenue driving landing pages/ templates if wide-range ecommerce @nicholastott

  31. Appendix: Ten Things We’re checking 01. Mobile Handling 01. Mobile Handling 06. Service Workers 06. Service Workers 02. HTTP/2 02. HTTP/2 07. URL Hierarchy/ 07. URL Hierarchy/Rel Rel 03. Front End Optimisation 03. Front End Optimisation 08. Content Experience 08. Content Experience 04. Tag Management 04. Tag Management 09. Journey Experience 09. Journey Experience 05. Structured Data 05. Structured Data

  32. Appendix: Films of 1998 Armageddon Lost in Space Deep Impact Sphere Star Trek Insurrection Thanks for listening: Nichola Stott, theMediaFlow, Opus House Stables, Herriard, +44(0)1256 384890

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