Hello this is John Locke, and today I want to talk with you for just a few
minutes about Google's mobile first indexing, and what that means for your
website. Beginning in 2015, Google announced that they were going to give
more favor toward sites that were mobile friendly. At the time this was called
Mobilegeddon. Now at the end of 2017, Google started rolling out something
called mobile first indexing. Now it's the beginning of July 2018, and both
myself and everybody I know, is seeing mobile first indexing rolling out to all
the websites that they manage. So that means that Google is definitely pulling
the trigger on this. Before we get into what mobile first indexing is, let's look
at what indexing is, and how it relates to search results. When you type
something into Google, and you get a series of search results back, those
results are coming from the index of all the web pages that Google has crawled,
rendered, and brought back to Google, and put them in their index. Google uses a
spidering bot called Googlebot to go out and crawl links all throughout the web,
and try and index all the pages that exist on the web. Up until now in 2018,
what you've seen in the Google index, meaning the search results pages, has
been the desktop versions of sites. It has been a desktop first index. Meaning, if
you have two versions of your site, say like a desktop version and a mobile
version, that desktop version has been what's appeared in search results up to
now. So with mobile first indexing, Google now has a different user agent and
that's called Googlebot Smartphone. So basically, it's crawling link to link,
indexing web pages as if it was a mobile phone. Here's how the indexing is
changing in 2018. Like I said in the past, Google would try
and crawl the desktop version of your site, and then index it. That's changing
now. What's happening now is, they're crawling the mobile version of your site,
and indexing that [mobile version]. If your site does not have a mobile version of that page,
then it will index the desktop version. Here's a myth that I would like to clear
up, that I've seen some confusion about. There are not two
indexes for Google. There is only one index of search results. Meaning, if
you're searching on desktop, you're not going to see an index of just desktop
results. If you or your customers are searching on mobile, or on desktop, or
tablet, or anything else, you're going to see the same index of results. So mobile
first indexing: the things that you need to be aware of. Here's what it doesn't
affect: if your site is already mobile-friendly, if you use one code base
for both your desktop and your mobile site, if you're on your phone, or you're
on a tablet, and it just kind of rearranges the content -- you're fine. No
changes. If you have something that's what they call either responsive design
or adaptive design, that's the same thing. You're fine.
No changes. Now if you have a MDOT site, if you have a separate web address for
the mobile pages on your site, if your site is configured in a way to where it
dynamically gives different page content to mobile users versus desktop users,
then you definitely need to pay attention, because this update does
affect you. Similarly if you have a WordPress site and you've used a plug-in
like WP Touch to serve up different versions of your pages on mobile versus
desktop, then this update will also affect you, because those mobile pages
are what Google is going to index, and not the desktop version of your site.
Also, if you have a site that uses AMP pages, like Google AMP to have different
pages, what Google is going to index is the mobile, non-AMP versions of those
pages. Google is not going to index the AMP pages. Those might appear at the top of
the search results, in the carousel, but what's going to get indexed in the
regular ten blue links is going to be the mobile, non-AMP version of your site.
The reason why this is happening. So a lot of things have changed in the last
10 years. It's not that desktop use has decreased,
it's that mobile use has increased to a point where basically everybody has
portable access to the Internet in their pocket, in their hand, at all times. So
Google has to respond to that [situation]. So here's what you need to do if your site is not
mobile-friendly at this point. You need to make that a priority very
quickly, and here's why. At this point, the world is basically driven by smartphones.
If you are not investing in having a mobile-friendly version of your site,
Google is just going to figure that you don't care about your customers as much
as all the other businesses on Earth that have mobile-friendly sites. Like I
said, they've been giving people heads up on this for at least three and a half
years. That's more than ample time to get a mobile-friendly site up in place. So
basically, they figure if you don't care about it, they shouldn't either. The
other thing that's of prime importance, since we're talking about mobile first,
is you need to prioritize having a site that loads quickly. Google usually does
not come out and tell people exactly what goes into their ranking algorithm.
It's very rare that they tip their hand and just outright say some of the things
that go into the ranking algorithm. But on the page on the Google site where
they're talking about mobile first indexing, they very clearly state that
sites that do not load quickly may be down ranked. They may be devalued versus
similar sites that load quickly. So if you're in a competitive vertical of any
kind, if you're competing for local SEO, if you're on a national scale trying
to sell industrial products or services to a bunch of different people, you need
to have a fast loading site. That's just the bottom line, because they've said it. They
don't normally just come out and say stuff like this, but they're basically
saying, if your site doesn't load fast, and every other site in your competitive
market loads quicker than yours, then you are probably going to be down ranked.
There's a lot of ways that you can do this. You can optimize your site for
speed in a lot of different ways. One of the biggest ways is to get on good
hosting. There's a lot of optimizations that you can do from that point. But get on a
good web host that prioritizes speed. Again, if you're on a WordPress site, you
can get with a host like Kinsta or WP Engine that prioritizes speed. And
the third thing that you should really do is make sure that the information on
your mobile site and your desktop site are the same. Google is going to be
looking at the mobile version of your web pages. The pages on your site should
match the information that's on the desktop version. iIf you have less
information on the mobile versions of those pages, then that's something to
look at and reevaluate. There's another excerpt that I found very interesting
from the page on Google's site about mobile first indexing. So they said it's
not automatically a thing where you're going to get down ranked, depending on these
things. If your site has the most relevant content for that search query,
meaning, the things that people type in -- if your page answers [the search query] the best out of
everybody else, then they might still choose to show that at the top of search
rankings. Even if it's slow loading, even if it's not mobile-friendly. But I would
not put too much faith in that. Because in any competitive category, there's
going to be a lot of content. The chances are very high in any competitive
industry or market that somebody else is going to have a page that answers those
questions as good as your page or better. If anybody wants to rank their site,
these are the things that I would prioritize in this order. Number One:
making sure that you have the most relevant content for the search query
that you're trying to rank for. Meaning, if somebody types in a search phrase,
make sure that your content for that page -- your target page -- is the
best-in-class of anybody else in your category. Then second priority: make
sure that [your website] is mobile-friendly. Because again, Google is going to do a
mobile-first index. Meaning, they're indexing the mobile version of those
pages first, and they are going to give priority to mobile pages over desktop.
Third and equally important: make sure that the site loads quickly. The reason
for this is, a lot of people are on mobile. They're on their phone; they're
not at their desk in their office. So a lot of people are just out in the street,
out and about. Everybody's got a phone. Not everybody's data speed is the best.
So that's why speed is a priority. Make sure that you're on a host that
prioritizes [site] speed. Don't get that $5 a month hosting. Spend a little bit more and
get on a web host that prioritizes speed, and that has good Time To First Byte. And
the last thing I would say is, to make sure that you have structured data on these
pages. This is part of a separate thing, where Google is building out the
Knowledge Graph or the Entity Graph. Make sure that your structured data -- your
Schema or your Microformats data -- matches on mobile and desktop. If
you have a mobile-friendly site that basically is a responsive design, and you
use one code base for both the desktop and the mobile version, and it just
rearranges the content to be mobile-friendly, then you're in good
shape, because you're going to have the same structured data markup. If you don't know
what structured data is, it's hidden markup that basically tells you a little
bit more about your entity. All kinds of things can be entities, whether it's a
person, a company, a thing, an idea, a country. Google is moving toward this [system].
This is a whole other discussion about the Entity Graph. But just making sure
that all the data from your desktop site and your mobile site match, including the
structured data. In most cases, it takes care of itself. The only time that you
should be worried, is if you have either different web addresses for the mobile
versions of your pages, or if you're using some sort of plugin or app to
serve up different versions of those pages. To close it out, if you have a SEO
question that you'd like to see us answer, go ahead and put it in the
comments below. We will answer it in a video for you. If you're getting value
from this channel, don't forget to subscribe. We're getting more subscribers.
We're putting out videos at least once a week, giving SEO tips for industrial
and manufacturing companies. That's what we specialize in at Lockedown Design and SEO.
So, I'll see you in the next video, and peace.
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