This presentation is about how advanced mobile SEO tactics for driving rankings and web traffic from Google. It talks about things you need to know for Single Page Web Apps, App SEO, Deep Linking, Google Cards and Google Now, and the future of mobile SEO for predictive search and wearables - The future is about Feeds, Schema, and getting into Universals, Google Card Results and Google Now.

1. The Future of
Mobile SEO
By: Cindy Krum
MobileMoxie
SMX Munich, 2015

2. • Google’s Mobile-
Friendly Tool
• Unblocking CSS &
JavaScript
Getting the
‘Mobile-
Friendly’
Designation in
Mobile SERPS

3. Optimizing UX

4. Google Prefers Faster
Websites – Especially
for Mobile:
(Currently Testing a New
‘Slow Tag’ in Mobile the
SERP)

5. Optimizing Branded Queries
for Mobile SEO
• Check Branded and
[Brand+Location] Results
• Links
• Sub-links
• Sub-sub Links

6. Deep Links
are a Positive
Mobile Web
Ranking
Signal & Drive
Traffic
(Deep Links Look Just
Like Other Links)
Add App Deep Links
1:1 for Web Mobile
SEO Boost in Rankings

7. Android Apps are Now
a Universal Result
(Mobile App Pack)
• Descriptive App Names Help
• Exact Match is Even Better
• Exact Match Keywords in the
App Description May Also
Help

8. Advanced Mobile
Site Development
Techniques

9. Understanding the Advanced Architecture Lingo:
Becoming a Common Solution for Big
Database Driven Websites Going
Responsive
Headless
Browser
PushState
Infinite
Scrolling
Single
Page
Web
App

10. Warnings About Deferred/Async/Lazy Loading:
• Google Does not Crawl Links that
are Lazy-Loaded & Probably
Devalues Text that is Lazy Loaded
• Google Does Not Click Links to
Get Content – Need JavaScript
OnLoad Event
• Google About to Retire their AJAX
Development Guidelines

11. Warnings About Infinite Scroll
• Infinite Scroll Still Should break down to
Pagination with Rel=“Next” Rel=“Prev”
• End Pagination with the Last Piece of
Content (No un-ending Pagination with
Repeating Content)
• Paginated Pages Should
be Included in Sitemaps

12. Searching is
Changing –
Especially on Mobile

13. Google Now = Your Personal Knowledge Graph
• Adding Your Personal
Information to their Big Data
Mix = More Processing
• Increasing Amount of Info to
Crawl & Index
• Feeds & Schema More
Efficient than Crawling

14. Google Now Cards
• Stocks
• Weather
• Reminders
• Sports
• TV Shows
• Traffic & Flights
• Boarding Pass
• Shipping Info
• Public Transit Info
• Friends Birthdays
• Public Alerts
• Hotel & Restaurant

15. The New Ideal Result Format for Google is….

16. Wearables

17. Google Search Google Maps Google Now Google Play
Mobile SEO:

18. Google Search Google Maps Google Now Google Play
Mobile SEO:

19. Google As a
Presentation Layer
for the Internet?

20. Mobile Results That Have Gone Full-Screen-
Google
(See All the Examples in the Appendix of this Deck!)
• Knowledge Graph
• Definitions & Concepts
• Videos – Play from SERP
• Location/Business Cards
• Restaurants & Menus
• Map Queries
• Weather
• Hotel Booking Search
• Flight Booking Search
• Flight Number Search
• TV Info Cards
(With Season/Episode)
• Music Info Cards
(Tour Dates & Songs/Albums)
• Song Lyrics
• Food Nutrition Info
• Health Condition & Drugs
• Car Insurance Search
• How to Boil an Egg
(MarthaStewart.com)
So Ranking
Is Not
The Goal
#1

21. Google is Preventing Blue Links from Showing
Above the Fold on Mobile
• In the US, Only 3% of Searches Return Simple List of Blue Links (Dr.
Pete)
• Info Card/Answer Boxes/Knowledge Graph Results & Other Cards
are More Likely to Get Included & Likely to Float to the Top
• Lots of Google’s Results are Monetized Feeds & Schema

22. ”Google is essentially competing against us with
our own information, and I think that’s a turning
point in the relationship between Google and
webmasters.”
-Dr. Peet
http://www.slideshare.net/SearchMarketingExpo/dr-petes-guide-
to-the-changing-google-serps

23. Getting into the
Presentation Layer

24. Optimizing Universals for Mobile
Search & Google Now:
• Optimize Apps, Images & Videos for Premium
Placement at the Top of Mobile
• Optimize Google+ for Business: Local Cards & Local
Schema/Reviews for Map Results, Local Images
• Deep Link with Apps & Leverage the Google Now
API & Google Now Web & Email Schema, Especially
with Event/Ticket/Product Schema in Web & Email

25. Optimizing Gmail For Crawling,
Ranking & Google Now (With
Email Schema)

26. Optimize Apps for Google Now Push Notifications

27. When All Else
Fails…

28. PPC Ad Extensions
Way More
Persuasive on Mobile

29. Thanks!!
Cindy Krum
CEO & Founder, MobileMoxie
cindy@mobilemoxie.com
@Suzzicks

30. Thanks!!
Cindy Krum
CEO & Founder, MobileMoxie
cindy@mobilemoxie.com
@Suzzicks
APPENDIX
Examples of
Full-Page-Google Mobile Results

31. Google Keeps
Hotel Searchers in
a Google –
Controlled
Experience

32. Searching for
Flights Gets
You 2 Potential
Kinds of Full
Screen Results

33. See this on
Android Phones
(Results Different
From Android to
iPhone)

34. Full Page
Location
Results &
Map + Image
Results

35. Google+ For Business
=
Google Local for
Mobile
Location Cards in
Search Results Save
Favorites Directly to
Google Maps

36. Wikipedia +
Image Results +
Knowledge
Graph = Your
Website is WAY
Below the Fold!

37. Medical
Questions About
Conditions &
Drugs Take The
Full Page

38. Deeper
Integration with
Entertainment:
TV Show Info
Boxes,
Reminders &
Inline Video

39. Restaurants &
‘Menu’ Searches

40. Google is Trying
to Answer the
Most Important
Questions In-
Line Too