Mastering Mobile SEO for Your Website and Native App Content
Transcript of Mastering Mobile SEO for Your Website and Native App Content
Housekeeping
• Audience will be put on mute during the webinar
• Type in your questions at anytime
• Q&A session at the end
Agenda● The Broken App Content Discovery from Search
● Strategies to Maximize SEO Value for Your App
○ Google App Indexing ○ AMP& AMP Deepviews○ Instant Apps
● Mobile SEO Best Practices for Your Website
● Optimize the Web-to-App Flow to Maximize ROI
About the Speakers
Alex Austin CEO and co-founderApp Developer
Emily GrossmanDirector of App StrategyFrequent speaker at mobile marketing conferences
@illustriousalex @goutaste
The Importance of SEO
10x conversion rate from
organic SEO traffic than paid traffic
51% web traffic driven by
organic search
Native App Crushes Mobile Web
3x Conversion rate than the mobile
web
55% of all US
e-commerce transactions
App content sitemaps withAMP Deepviews for search
Branch automatically indexes your app content & creates a de-duped sitemap hosted on your app.link domain to expose your content to search.
Organic Search with Deepview Discovery Flow
DEEP LINKED CONTENTORGANIC SEARCH BRANCH DEEPVIEW APP / PLAY STORE
Ranking still mostly based on traditional non-app signals
(back links, social engagement, mobile
optimized, etc)
1. For Google App Indexing, Signals From App AND Web Contribute to Rankings
@goutasteEmily GrossmanMobileMoxie
How is Mobile SEO Different from Desktop SEO?
@goutasteEmily GrossmanMobileMoxie
Site Architecture
Has SEO Implications
Websites & Apps Can
Co-Mingle in the Same
Results
Queries & Query Intent
Can Be Different
Quality Signals Can Be Different for Mobile Use Cases
Voice Search = More
Natural-Language Based
Queries
Results Change from
Device to Device
Competing for Less
Above-the-Fold Space in
SERPs
Today’s Tips for Improving Your Mobile Web SEO:
❑ Pass Google’s Mobile-Friendly Test
❑ Improve Mobile Usability
❑ Prepare for Mobile Indexing
❑ Assess Mobile Site Architecture
❑ Assess Content Parity
❑ Leverage Schema Markup (Especially in High-Interest Verticals)
❑ Improve Performance (PageSpeed)
❑ AMP
❑ PWAs
@goutasteEmily GrossmanMobileMoxie
Improve Mobile Usability
Remove FlashConfigure ViewPorts
Tt!
Use Legible Font Size
Space Out Touch Elements
Search Console Mobile Usability Report: support.google.com/webmasters/answer/6101188?hl=en
@goutasteEmily GrossmanMobileMoxie
Preparing for Mobile-First Indexing (The TL;DR Version)
Desktop Only (1 URL)
Responsive Design(1 URL)
M. Site(2 URLs)
Dynamic Serving(1 URL)
✓ Your desktop site will still be used (not ideal)
@goutasteEmily GrossmanMobileMoxie
Preparing for Mobile-First Indexing (The TL;DR Version)
Desktop Only (1 URL)
Responsive Design(1 URL)
M. Site(2 URLs)
Dynamic Serving(1 URL)
✓ Not much changes✓ Allow Crawling of CSS,
JS, & Images
✓ Your desktop site will still be used (not ideal)
@goutasteEmily GrossmanMobileMoxie
Preparing for Mobile-First Indexing (The TL;DR Version)
Desktop Only (1 URL)
Responsive Design(1 URL)
M. Site(2 URLs)
Dynamic Serving(1 URL)
✓ Not much changes✓ Allow Crawling of CSS,
JS, & Images
✓ Your desktop site will still be used (not ideal)
✓ Allow Crawling of CSS, JS, & Images
✓ Support Structured Data✓ Check html for hreflang, & add
to mobile html if needed
@goutasteEmily GrossmanMobileMoxie
Preparing for Mobile-First Indexing (The TL;DR Version)
Desktop Only (1 URL)
Responsive Design(1 URL)
M. Site(2 URLs)
Dynamic Serving(1 URL)
✓ Not much changes✓ Allow Crawling of CSS,
JS, & Images
✓ Your desktop site will still be used (not ideal)
✓ Allow Crawling of CSS, JS, & Images
✓ Support Structured Data✓ Support hreflang on m URLs✓ Mobile URL sitemap✓ + More…
✓ Allow Crawling of CSS, JS, & Images
✓ Support Structured Data✓ Check html for hreflang, & add
to mobile html if needed
@goutasteEmily GrossmanMobileMoxie
Preparing for Mobile-First Indexing (The Extended Edition)
https://www.mobilemoxie.com/blog/app-seo-news/understanding-mobile-first-indexing-23-long-term-impact-seo/
https://www.mobilemoxie.com/blog/app-seo-news/understanding-mobile-first-indexing-13-immediate-impact-seo/
@goutasteEmily GrossmanMobileMoxie
Structured Data in Mobile Search
@goutastehttps://developers.google.com/search/docs/data-types/data-type-selector
Get Better at Being a Data Source: Structured Data Formatting
moz.com/blog/json-ld-for-beginners
@goutaste
Performance & Site Speed – Key to Driving Traffic That Stays On-Site
@goutasteEmily GrossmanMobileMoxie
Desktop Performance Matters For SEO; Mobile Performance Matters More
@goutasteEmily GrossmanMobileMoxie
Improving Performance (With An Emphasis on Mobile-Specific Pain Points)
❑ Avoid Redirects (especially with multiple hops)
❑ Optimize Images❑ Enable Compression❑ Use Sprites to minimize Round Trip
Image Requests❑ Minify CSS, JS, HTML❑ Leverage Browser Caching
❑ Reduce Server Response Time❑ Leverage Critical Path Rendering to
minimize impact of render-blocking assets
❑ Pre-fetch & Pre-Render Most Important Assets
❑ HTTP/2 (requires HTTPS to really be effective)
❑ Support Service Workers (more on this later…)
The Basics More Advanced
@goutasteEmily GrossmanMobileMoxie
testmysite.thinkwithgoogle.comtestmysite.thinkwithgoogle.co
mtestmysite.thinkwithgoogle.com
testmysite.thinkwithgoogle.com
@goutasteEmily GrossmanMobileMoxie
Improving Performance:Tools You Can
Use
testmysite.thinkwithgoogle.comtestmysite.thinkwithgoogle.co
mtestmysite.thinkwithgoogle.com
webpagetest.org
@goutasteEmily GrossmanMobileMoxie
Improving Performance:Tools You Can
Use
testmysite.thinkwithgoogle.comtestmysite.thinkwithgoogle.co
mtestmysite.thinkwithgoogle.com
moz.com/blog/the-technical-seo-renaissance
Improving Performance:Tools You Can Use
@goutaste
testmysite.thinkwithgoogle.comtestmysite.thinkwithgoogle.co
mtestmysite.thinkwithgoogle.com
New Chrome Dev Tools Features
@goutasteEmily GrossmanMobileMoxie
What Is AMP?• Framework for speed• Built for static content
• Think News, Recipes
• On Google, leverages a Google Cache• Caveat(s):
• Site traffic all on Google cache & inaccurate attribution
• AMPs are treated as “alternates” ■ When a webpage has two alternates
(AMP & deep link), Google serves AMP (not the deep link)
@goutasteEmily GrossmanMobileMoxie
Progressive Web Apps & The Power of Service Workers
HTTPS REQUIRED
Since Service Workers are so powerful, browsers won't support one without encryption
@goutasteEmily GrossmanMobileMoxie
Enter: the gradual upsell
GET
Get the app now!
My app is disrupting apps
My app is disrupting apps
Or subject yourself to a terrible, laggy user
experience on our site.
Journeys: Targeted Web to App Flows
Drive high-quality installs and purchases from your mobile web traffic
Organic Search Audience with Gradual Upsell
ORGANIC SEARCH LIGHT BANNER FULL INTERSTITIAL
Book in app
It’s much easier to browser this property
in the iOS app.
continue on web
Social Flow With Interstitial
Facebook feed link Facebook browser
Book in app
It’s much easier to browser this property
in the iOS app.
continue on web
Social Flow With Interstitial with Branch Data
Facebook feed link Facebook browser
Open App
We saw you already have the app
installed.
continue on web
KEY TAKEAWAYS 1
If you’re app-only:● You’ll need to build website for SEO
● Use Branch hosted Deepviews for your website until you build one
If you have an app & a website:● Make sure your mobile website passes Google’s Mobile Friendly test
● Optimize for Usability, SERP features, and Speed
● Make sure you have a mechanism to drive web traffic to your app, a
channel you have full control with
For driving app installs from your site:● No full page interstitials on Google referrers
● Use gradual upsell from Google
● Full page interstitials fine for other referrers (social, etc)
● Use Branch data to customize the experience
KEY TAKEAWAYS 2