Mobilegeddon

April 21st, 2015 just 24 hours after 4/20 the mobile search algorithm update will take place.  The world braces for planes to fall out of the sky like with Y2K.

MobileGeddon Atomic Bomb Explosion SEO Death

Strapped for time?  Here is our Executive Summary

Take a ways for the C levels with little time:  The future of mobile is a rich opportunity for brands that navigate the Mobile user experience and mobile google crawler feed optimization with a focus of speed, Google play App listings, reduction of redirects and the full disclosure of JS and CSS on site was well as schema markup for email headed into 2015.

MobileGeddon“with the ladies from Mobile Moxie

 Emily Grossman (@goutaste) | Twitter

  • The latest Tweets from Emily Grossman (@goutaste). Francophile, foodie, occasional writer for Goutaste. Mobile Marketing Specialist @MobileMoxie.

mobilemoxieCindy Krum (@Suzzicks) | Twitter

  • 16.4K tweets • 364 photos/videos • 8509 followers. Check out the latest Tweets from Cindy Krum (@Suzzicks)

 

 

What could be the future of Mobile search experience?

At SMX 2015 it was mentioned the probability of a separate mobile index in addition to the current desktop index.  Both would provide separate results based on respective device prerogatives.

 

Can we speculate on Mobile Guidelines from Webmaster Tools?

Take note the next time you try the Google mobile friendly tool as to the addition notes.  For quite some time it seems the messages often missed at the bottom touch on the exposing of JavaScript and CSS.  There is also mention of feeds from customer service partners and from the actual sites as well.

 

What does it mean to expose CSS and JS? 

 

For many SEO’s it’s been a secret speed trick to no index their page load bandwidth hogging files of CSS and JavaScript.  This is no longer a “best practice”, rather it is recommended (read required) to undo this robots.txt strategy and fully expose Googles crawler to these files.  Hint:  this could be a signal of the upcoming user experience ranking factors that could come into play in the future.  We will touch on this later in the article.

 

Are feeds the future of mobile SEO?

Cindy Krum the CEO of mobile moxie recently has a webinar/phone call to Linkdex users in which there were several unspoken takeaways.  E-mail matters a lot more in the future of mobile.  So much so that Google will start show logged in Gmail or Google + users actually results from their email above the search results in mobile search.  This is a great step in “Google’s plan to provide users answers before they even have to ask questions”.

 

mobile-userGoogle is said to be retiring old Ajax indexing instructions and integrating Google play to get more in APP content indexed that previously has been unavailable to the search juggernaut.    The girls at Mobile Moxie  also touch on the new mobile crawler that is more than likely in the pipeline that is based on an Android user agent.

 

 

Summary:  UX indicators are ranking factors that are and will play a more vital role as mobile search evolves.  Pairing this with good feeds will be important for brands to claim mobile device search market share.

 

Tools:  Right now the two best tools for testing your websites mobile compatibility is the Google Friendliness tool, webmaster tools mobile data and using your device to check site:domain in your mobile browser.

 

Mobile & Email:

Statistically if you are not utilizing email to recycle your current customer base into more upsells you may be missing out on the most lucrative marketing channel at your disposal.  Fun Data for the college term papers and reports alert!  Mobile E-mail opens are up 180% in 3 years according to Google.  Many believe these focus on schema mark up for emails will be a large factor going forward into 2015-2016.

 

What is Schema mark up?

 

 

 

Mobile PPC & Google AdWords

If there is any doubt as to mobile being the new driving force in search just look to another google product that really exposes the path Google intends to take.  By now you should know (hopefully) that 99.99999999 of income for Google comes  from AdWords.  This channel has become much more mobile focused as of late.  And as they say “follow the money”.

Just in March of 2015 the new click to call only ad options were available for most campaigns and ad groups.  Also now you can see app icons, star ratings and other hints are abound that mobile is the new digital marketing rudder so to speak.  Peaking of apps let’s just look at the new app search results.

 

Google Play , App Packs & Search results

 

The appearance of the App Pack in google results may still be in testing but these results are starting to push traditional search results below the fold.  The App Pac is a group of Google Play app listings starting to show up in mobile SERPS.  As many ads 6 APPS will float to the top of results on some of the more mobile app exact match keywords are searched for.

 

APPS & Deep Linking

It would be prudent to note that any SEO strategy would benefit a deep link to an app page on their website from the Google Play area.  In fact this opportunity seems to be a great one to leverage in the short term due to the power of these links on current rankings.  Many case studies were mentioned that show that deep linking to a website from a high quality App in Google Play directly influences organic search rankings.

But Why?

Google is making a long term play to be able to index Apps via fees and with an Android user agency possibly index “in app” content that previously was not accessible to the “don’t be evil” firm.  Feeds were stressed heavily so be aware get your App deep links while you can.. Then use App feeds to let Google know it exists.  This type of “deferred deep linking” could raise the eyebrows of those speculating that the indexing of Apps without a website is on the horizon.

This is not the death of the website but it does outline a future opportunity to be a content authority in your niche with a rich app experience.

 

Could IOS Apps be indexed soon, should I shift focus to APP marketing?

What this means is that if you have a website and an APP and you should still focus on website SEO first and then APP deep linking second.   If your brand does not have an APP now is the best time to get something going.

 

But how do I know rather to develop my APP under IOS or the Android language?

The deciding factor will be the device  platform your current app is under and how you intend to monetize this digital experience.  If your marketing plan calls for revenue to be generated from ad revenue it is suggested you use the android platform.  But what about Upsells?  If your App profit will come from in App upsells IOS tends to be the stronger of the two.

 

Google & Mobile Search:Mobile Marketing SEO Services

It can be agreed that the main goal of this algorithm is to provide a better mobile experience for searchers.  And if this new App pack is any indication a secondary priority may be to easily surface apps and drive people to the Google play store.   Just look at the new scraped google answer boxes, there is a clear play to remove the need for clicking to a website for many what and how to search queries now.

 

What is considered “Mobile Friendly” nowadays?

No ;longer is just having a responsive WordPress theme going to get you to slide by with Google.  You must expose CSS & JavaScript to be mobile friendly now.  Traditional web results are just getting pushed below the fold for the deep links on site.  Also we mentioned schema.  Let’s  circle back to this.  If Gmail results are starting to show up in logged in user search on Google it is a good idea to make sure all your emails now pass schema inspection and best practices.  Also optimize your App listings for App pack placement to show up above the traditional search results and pages.

 

 

E-Mail Schema Markup vs SEO:

It may be a better strategy to implement schema adherence with e-mail in the future than focusing on factors like page rank so be prepared for shifts in the SERPs.

 

On 4/21 the mobile search update at Google could push schema mark up in email to drive personalized search results for logged in users of the search engine.  Make sure to verify your email schema is validated in webmaster tools before sending them to clients.  Other factors such as click size and in line proximity of menus and buttons could affect mobile rankings.

 

This update could be life changing for those firms that are prepared and those that are not.  With Schema dependence there is a possibility that rankings are no longer the focus but some SEO campaigns may benefit from sticking to a schema based strategy

 

Where are we headed in Mobile search engine optimization and content marketing?

 

As search drills down to a more granular and local experience for web users it is important to understand the process.  As mobile search begins to take into account location, personalization, email and similarities with google now, it’s easy to see how Google Play, Google Now, and Google search will come under unification in the near future.  Testing is advised to monitor the way these three products integrate and distort search for better or worse.

How can we do this?

Stay focused on keeping content accurate for the mobilegeddon location mark ups, location schema and star rankings from the google reviews and social proof rating systems now showing in the App store and on Google AdWords ads with extensions enabled.

Why so much focus on Schema?

services-conversion-rate-optimizationIt is no hidden fact that Google wants to make information easier for searchers to find.  Just look at the answer boxes that are now basically scraped content from sites that used to receive clicks.  By creating a demand for webmasters to adhere to schema markups and uniform standards it will be easier and faster for the big G to scrape in app content, CSS, JavaScript and your website.