Mobile first indexing

Most sites shown in search results are good to go for mobile-first indexing, and 70% of those shown in our search results have already shifted over.

Google will be switching to mobile-first indexing for all websites starting September 2020. In the meantime, they continue moving sites to mobile-first indexing when their systems recognize that they’re ready.

Most crawling for Search will be done with mobile smartphone user-agent. The exact user-agent name used will match the Chromium version used for rendering. 

Google guidance on making all websites work well for mobile-first indexing continues to be relevant, for new and existing sites. In particular, they recommend making sure that the content shown is the same (including text, images, videos, links), and that meta data (titles and descriptions, robots meta tags) and all structured data is the same.

User experience improvements with page speed in mobile search

For the slowest one-third of traffic,  user-centric performance metrics improve by 15% to 20% in 2018. As a comparison.

When a page is slow to load, users are more likely to abandon the navigation.

Speed improvements: 20% reduction in abandonment rate for navigations initiated from Search, a metric that site owners can now also measure via the Network Error Logging API available in Chrome.

In 2018, developers ran over a billion PageSpeed Insights audits to identify performance optimization opportunities for over 200 million unique urls.

Tips to Optimize JavaScript


First, it’s important that all elements in thesection are pre-loaded, before the visitor sees anything in browser, then all subsequent elements are ordered to load in a logical way. Any JavaScript inside thesection can slow down a page’s rendering. Here’s a look at the difference between an optimized and an unoptimized page load:



Asynchronous loading of JavaScript is a type of sync loading. It means that your website loads in a multi-streamed way.

Graphic demonstrating that asynchronous loading of JavaScript is a type of sync loading which means that your website loads in a multi-streamed way
When the browser finds the string with , it will stop creation of DOM and CSSOM models while the JavaScript is executed. This is why most JavaScript code is located after the main HTML code.

Important! Defer and Async tags are available only for external scripts (with src=”” tag). If you will try to use them for internal scripts like tags, defer and async will be ignored.


javascript library components
Most developers use libraries like jQuery UI or jQuery Mobile as is. This means that the code includes all possible components of each library, when you may only need two or three.

A similar situation occurs with other JavaScript libraries as well. If you have the ability to manage what components will be included in your package of library, definitely do it. Your website will load much faster, and your visitors will get a better experience.

Article campaigns

Google does not discourage publishing articles in the cases when they inform users, educate another site’s audience or bring awareness to your cause or company.

However, what does violate Google’s guidelines on link schemes is when the main intent is to build links in a large-scale way back to the author’s site.

Below are factors that, when taken to an extreme, can indicate when an article is in violation of these guidelines:

  • Stuffing keyword-rich links to your site in your articles
  • Having the articles published across many different sites; alternatively, having a large number of articles on a few large, different sites
  • Using or hiring article writers that aren’t knowledgeable about the topics they’re writing on
  • Using the same or similar content across these articles; alternatively, duplicating the full content of articles found on your own site (in which case use of rel=”canonical”, in addition to rel=”nofollow”, is advised)

When Google detects that a website is publishing articles that contain spammy links, this may change Google’s perception of the quality of the site and could affect its ranking.

Sites accepting and publishing such articles should carefully vet them, asking questions like:

  • Do I know this person?
  • Does this person’s message fit with my site’s audience?
  • Does the article contain useful content?
  • If there are links of questionable intent in the article, has the author used rel=”nofollow” on them?

For websites creating articles made for links, Google takes action on this behavior because it’s bad for the Web as a whole.

When link building comes first, the quality of the articles can suffer and create a bad experience for users.

And lastly, if a link is a form of endorsement, and you’re the one creating most of the endorsements for your own site, is this putting forth the best impression of your site?

My advice in relation to link building is to focus on improving your site’s content.

Google, duplicate content

How can URL parameters, like session IDs or tracking IDs, cause duplicate content?

When user and/or tracking information is stored through URL parameters, duplicate content can arise because the same page is accessible through numerous URLs. In the example below, URL parameters create three URLs which access the same product page.

duplicate content

Why should you care?

  1. Having multiple URLs can dilute link popularity. For example, in the diagram above, rather than 50 links to your intended display URL, the 50 links may be divided three ways among the three distinct URLs.
  2. Search results may display user-unfriendly URLs (long URLs with tracking IDs, session IDs)

If you find you have duplicate content as mentioned above, can you help search engines understand your site?

1. Removing unnecessary URL parameters — keep the URL as clean as possible.
2. Submitting a Sitemap with the canonical (i.e. representative) version of each URL.

How can you design your site to reduce duplicate content?

  1. When tracking visitor information, use 301 redirects to redirect URLs with parameters such as affiliateID, trackingID, etc. to the canonical version.
  2. Use a cookie to set the affiliateID and trackingID values.

    Please be aware that if your site uses cookies, your content (such as product pages) should remain accessible with cookies disabled.

Is your website AMP enabled

Accelerated Mobile Pages (AMP) is a great way to make content on your website accessible in an extremely fast way. To help ensure that your AMP implementation is working as expected , Search Console now has an enhanced AMP testing tool.


This testing tool is mobile-friendly and uses Google’s live web-search infrastructure to analyze the AMP page with the real Googlebot. The tool tests the validity of the AMP markup as well as any structured data on the page.

If issues are found, click on them to see details, and to have the line in the source-code highlighted. For valid AMP pages, we may also provide a link to a live preview of how this page may appear in Google’s search results.


With the share button on the bottom right, you can now share a snapshot of the results that you’re currently seeing with others. This makes it easier to discuss issues with your team, whether they’re regular occurrences or one-time quirks that you need to iron out. Just click the share button and pass on the URL for this test snapshot. This share feature is now also available in the mobile-friendly testing tool.

Say Goodbye to MOBILE FRIENDLY Lable

Two years ago, Google added a mobile-friendly label to help users find pages where the text and content was readable without zooming and the tap targets were appropriately spaced.

85% of all pages in the mobile search results now meet this criteria and show the mobile-friendly label. To keep search results uncluttered, Google will be removing the label, although the mobile-friendly criteria will continue to be a ranking signal.

Helping users find the content they’re looking for

Although the majority of pages now have text and content on the page that is readable without zooming,  There are many examples where these pages show intrusive interstitials to users.

While the underlying content is present on the page and available to be indexed by Google, content may be visually obscured by an interstitial. This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result.

Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller.

To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.

Here are some examples of techniques that make content less accessible to a user:

  • Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
  • Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
  • Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

Examples of interstitials that make content less accessible

An example of an intrusive popup

An example of an intrusive standalone interstitial

Another example of an intrusive standalone interstitial


By contrast, here are some examples of techniques that, used responsibly, would not be affected by the new signal:

  • Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.
  • Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall.
  • Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space.

Examples of interstitials that would not be affected by the new signal, if used responsibly

An example of an interstitial for cookie usage

An example of an interstitial for age verification

An example of a banner that uses a reasonable amount of screen space


This new signal is just one of hundreds of signals that are used in ranking. The intent of the search query is still a very strong signal, so a page may still rank highly if it has great, relevant content.

Mobile Search – Accelerated Mobile Pages Project (AMPP)



It’s 2016 and it’s hard to believe that browsing the web on a mobile phone can still feel so slow with users abandoning sites that just don’t load quickly. The new Accelerated Mobile Pages Project (AMPP), is open source initiative to improve the mobile web experience for everyone.

There are now more than 150 million AMP docs in Google index, with over 4 million new ones being added every week.

To know find out how can you benefit from AMPP technology for your website, please contact me.

Checklist for customer service excellence

The essentials – features and functionality that customers expect:

  • Contact information clearly displayed
  • 800 number – preferably on the home page
  • FAQs
  • Real-time inventory that assures shoppers of product availability
  • Stepped checkout to ensure a streamlined order flow
  • Post-order confirmation appears post checkout and is sent via email
  • Features that add to the customer experience
  • Listing customer service hours
  • Standing behind products by offering a 100% guarantee
  • Product photo in the cart, which helps recall while averting returns
  • Recap of cart contents on the thank-you page
  • One-click checkout
  • Ability to sign up for “back in stock” emails
  • Putting return forms online

Areas where impact should be weighed against cost implications

  • Limiting customer service hours
  • Longer shipping times to reduce shipping cost
  • Not sending email when order is shipped!

Go mobile-friendly

What device are you using to read this post?
Of 871 responses, desktop/laptop and mobile phone usage only differed by 28 votes.


What do you dislike the most when browsing the web on your mobile device?
Almost half of 570 respondents said their top frustration was waiting for slow pages to load


What’s the hardest part about having a mobile-friendly site?
More than half of 490 respondents said it’s not hard to have a mobile-friendly site. However, 1 in 5 said it’s technically challenging.