Mobilizing your international SEO

ALEYDA SOLIS AT THE INTERNATIONAL SEARCH SUMMIT IN LONDON, 2013 MOBILIZING YOUR INTERNATIONAL SEO HOLA MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON I’m Aleyda Solis INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER INTERNATIONAL SEO AT SEER INTERACTIVE Also an SEOmoz Associate & State of Search Blogger Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON WE LIVE IN A MULTI-DEVICE WORLD MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON It’s booooming! PEOPLE USE MOBILE SEARCH IN A DAILY BASIS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON It’s booooooming! AND THE MOBILE ADVERTISING TREND IS AMAZING MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON http://www.thinkwithgoogle.com/mobileplanet/en/ YOU CAN CHECK FOR YOURSELF WITH GOOGLE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON http://company.yandex.com/researches/ OR YANDEX MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON http://ir.baidu.com/phoenix.zhtml?c=188488&p=irolnewsArticle&ID=1811508&highlight= OR BAIDU MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON tl;dr Mobile is Hot Worldwide Ring, Ring! Answer me IT’S NOW THE TIME TO ANSWER THE MOBILE CALL MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON OH! I ALREADY HAVE MY SITE IS GLOBALLY POPULAR MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON DYNAMIC SERVING SEO BEST PRACTICES INTERNATIONAL MOBILE SITES USING DYNAMIC SERVING MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON RESPONSIVE WEB SEO GOOD PRACTICES DYNAMIC SERVING SEO GOOD PRACTICES PARALLEL MOBILE WEB SEO GOOD PRACTICES GENERAL MOBILE SEO BEST PRACTICES LET’S GO WITH THE PARALLEL MOBILE WEB NOW MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES French Mobile URL Versions French Desktop URL Versions m.yourbrand.fr/categorie m.yourbrand.com/fr/categorie m.fr.yourbrand.com/categorie yourbrand.fr/categorie yourbrand.com/fr/categorie fr.yourbrand.com/categorie PARALLEL MOBILE URLS ARE CREATED UNDER THE “M” SUBDOMAIN AND BOTS & USERS ARE REDIRECTED TO THE RIGHT VERSION MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES + PROS Easier Implementation Capacity to differentiate mobile content Better Mobile UX - CONS Content duplication risk Split of link popularity risk Additional crawling and indexing effort Higher cost of maintenance PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES + PROS - CONS If you need to provide highly differentiated content Content duplicationmobile risk Easier Implementation Split of link popularity risk &Capacity functionality but you can’t implement dynamic serving, to differentiate mobile content Additional crawling and indexing effort Better Mobile UX Higher cost of maintenance this is your option PARALLEL MOBILE SITES HAVE PROS & CONS WITH MOBILE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES MOBILE & DESKTOP REDIRECTS SHOULD BE RELEVANT MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES US VERSION FRENCH VERSION http://www.yourbrand.fr/categorie-a/ http://m.yourbrand.fr/categorie-a/ MOBILE URLS SHOULD BE CLEAN, RELEVANT & CONSISTENT MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES Refer to each other URL version Check https://developers.google.com/ webmasters/smartphone-sites/details ADD THE REL ALTERNATE & CANONICAL ANNOTATIONS IN PAGES MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES Refer Mobile URL version Check https://developers.google.com/ webmasters/smartphone-sites/details YOU CAN ADD THE REL ALTERNATE ANNOTATIONS IN SITEMAPS TOO MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES Implement the links with cookies to avoid redirects LINK BETWEEN YOUR MOBILE & DESKTOP VERSIONS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON PARALLEL MOBILE SEO BEST PRACTICES INTERNATIONAL MOBILE SITES USING PARALLEL URLS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Responsive Web Dynamic Serving Mobile Search Visibility Parallel Mobile Site Mobile Usability Mobile Pages Speed NOW YOU KNOW HOW TO MOBILIZE YOUR INTERNATIONAL WEBSITES MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Get to know your international mobile audience Identify your International Web Mobile Optimization Status Mobilize your International Websites MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Hey International SEOs, Thanks for answering my call Let’s Mobile SEO now MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON GRACIAS GOT QUESTIONS? Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com [...]... SITE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON NO MOBILE SITE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON NO MOBILE USER FRIENDLY NO MOBILE SITE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON OK GOT IT! SHOW ME HOW TO DO IT MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON 1 Get to know your international mobile audience MOBILIZING. .. new Ideas CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Languages Traffic Countries Keywords Devices Pages NOW YOU KNOW ABOUT YOUR INTERNATIONAL MOBILE SEARCH AUDIENCE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON 2 Identify your International Web Mobile Optimization Status MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT... MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Use Google Analytics Mobile & Tablet Segments CHECK YOUR CURRENT MOBILE TRAFFIC PER COUNTRY/LANGUAGE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON CHECK YOUR MOBILE & TABLET DEVICES PER COUNTRY/LANGUAGE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON CHECK KEYWORDS & LANDING PAGES PER COUNTRY/LANGUAGE MOBILIZING. .. Relevance NOW YOU KNOW ABOUT YOUR INTERNATIONAL MOBILE OPTIMIZATION STATUS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON 3 Mobilize your International Websites MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON DESIRED INTERNATIONAL MOBILE CONTENT, MOBILE AUDIENCE FUNCTIONALITY & SEARCH STATUS OFFERING PER & POTENTIAL COUNTRY / LANGUAGE CURRENT INTERNATIONAL MOBILE OPTIMIZATION... Are they well displayed? Compare with your competitors! VERIFY YOUR INTERNATIONAL SITES MOBILE SEARCH RESULTS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Use Screaming Frog User Agent Configuration Find a list of Mobile User Agents in http://www.user-agents.org/ IDENTIFY HOW MOBILE BOTS CRAWL YOUR INTERNATIONAL SITES MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Visibility... PER COUNTRY/LANGUAGE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Use Google Webmaster Tools Search Queries Mobile Filters CHECK YOUR CURRENT MOBILE SEARCH VISIBILITY MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Identify Relevant Keywords per Country / Language CHECK YOUR POTENTIAL MOBILE SEARCH TRAFFIC MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON.. .MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON NON-OPTIMIZED TITLES IN MOBILE & NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON NO MOBILE USER FRIENDLY NON-OPTIMIZED TITLES IN MOBILE & NON-RELEVANT REDIRECTS BETWEEN MOBILE AND DESKTOP URLS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE... REDIRECTS BETWEEN MOBILE AND DESKTOP URLS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON NO MOBILE USER FRIENDLY NON-OPTIMIZED TITLES IN MOBILE & NO REDIRECTS BETWEEN MOBILE AND DESKTOP URLS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON scroll INTRUSIVE INTERSTITIALS WHEN YOU ACCESS THE MOBILE SITE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON scroll... https://chrome.google.com/webstore/detail/user-agent-switcher-for-c/djflhoibgkdhkhhcedjiklpkjnoahfmg USE MOBILE EMULATORS & USER AGENT SWITCHERS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Are all content, images, videos, menus and language / country switching options correctly displayed? Do they work? VERIFY YOUR INTERNATIONAL SITES MOBILE USABILITY MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Check your titles, descriptions, URLs, Incoming Links, PA... SEARCH STATUS OFFERING PER & POTENTIAL COUNTRY / LANGUAGE CURRENT INTERNATIONAL MOBILE OPTIMIZATION MOBILE WEB DEVELOPMENT CAPACITY USE THE INFORMATION FROM THE PREVIOUS MOBILE ANALYSIS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON TO SELECT THE BEST MOBILE WEB STRUCTURE FOR YOU ... OPTIMIZATION STATUS MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Mobilize your International Websites MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON DESIRED INTERNATIONAL. .. MOBILE SEARCH AUDIENCE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Identify your International Web Mobile Optimization Status MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE... SITE MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON OK GOT IT! SHOW ME HOW TO DO IT MOBILIZING YOUR INTERNATIONAL SEO BY @ALEYDA AT THE #ISS LONDON Get to know your international