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Mobile is Easy or how to learn to love Google Mobile First

Presented by:Topher Kohan

Senior Product Manager SEO / ASO – The Weather Company

@TopherATL

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Who is this Guy?

Topher Kohan:Senior Product Manger SEO / ASO•The Weather Company - an IBM Company•Rockfish Digital•CNN.com (Turner Digital News)•All Around Good Guy – Just Ask Him

@TopherATL

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Mobile First ….WHAT!?!

@TopherATL

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Relax .. This could be a good thing

• Look at your company's search referral traffic– Desktop vs Mobile

• Check out number of impressions– Desktop vs Mobile

• Most sites will see this growing on mobile• DO NOT ignore desktop

@TopherATL

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The ”NEW” Mobile site

Desktop / High Speed Connection

Mobile / 3g Connection

2g Connection /

Crawlers

@TopherATL

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One URL to rule them all

The Same Page should ALWAYS have the same URL•No matter what the connection speed•The Experiences given to the User•Crawler or Human•Canonical•HrefLang•https://weather.com/weather/today/l/USFL0149:1:US for all ‘Todays’ pages for Fort Lauderdale FL

@TopherATL

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Consistent DataThe same page should ALWAYS have the same CORE INFO

@TopherATL

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Serve the Users First• Give the user the same info at the same URL no

matter the look and feel of the page• Always optimize the page to the USER and not the

Crawlers• Good clean code with good content will do well no

matter what changes the Search Engines make

@TopherATL

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AMP

Accelerated Mobile Pages (AMP): a Google-backed project designed as an open standard for any publisher to have pages load quickly on mobile devices.

@TopherATL

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AMP = Keep Calm!

This – Not This

@TopherATL

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AMP Can = Win!• AMP is not right for every site.

• Only for Static data (For Now)

• But if it is it could be a huge win• Extra Traffic• Extra Brand Visibility• Extra Ad Revenue• No New Content to be Created

• AMP for weather.com:• Over 85% CTR Back to weather.com• Over 75% of Page Views are UV• Dominates SERPS During Weather

Events• More Content in SERPS

@TopherATL

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Thanks!! Topher Kohan: Senior Product Manager SEO /ASO The Weather Company

Email: topher.kohan@weather.comTwitter: @TopherATLFavorite Movie: Empire Strikes BackFavorite Book: Ready Player OneFavorite Color: BlueFavorite Teams: NY Mets, Washington Redskins, Chicago Blackhawks and Arsenal

“If you get confused listen to the music play”

@TopherATL