MOBILE APPLICATION PROMOTION / News / Info

MOBILE APPLICATION PROMOTION: FULL CHECK-SHEET, ERROR DISPOSAL
SITES FOR MOBILE DEVICES
There are four ways to create pages that are optimized for viewing from portable devices (smartphones and tablets).

Adaptive design. Priority in developing for SEO. Uses a single HTML code and URL for all devices. The page itself - adapts to the resolution and screen size of the device.

Dynamic display Uses a single URL for all devices, but the layout (code) depends on the resolution and screen size.

Mobile version. A separate subdomain or domain is used for users on mobile devices.

AMP and Turbo Pages. Separate pages that are stored on the search engine server (AMP or Accelerated Mobile Pages - Google. Turbo - Yandex).

TYPE OF ADAPTATION AND THE ESSENCE OF THE METHOD URL REMAINS WITHOUT CHANGES THE CODE REMAINS WITHOUT CHANGES BENEFITS AND MINUSES FOR SEO
Adaptive design.
It uses a universal layout and styles that adapt the display of the page to the screen resolution on which the URL is viewed.

Yes

Pros:

Unified accounting of all behavioral and reference factors within a single URL.

Saving of time and resource administration (placement of content once).

Reduced total load time due to the lack of redirects.

Redirects and download speeds

Saving the crawling budget (Yandex and Googlebot scan the page once, rather than several times for different versions of the content).

Minuses:

Increased complexity and code size, more complex starting implementation / layout.

Dynamic display
First, it determines what type of device and screen resolution the user has, and depending on the parameters, one of the variants of HTML layout is shown.

Yes

Not

Pros:

Use single URL.

Minuses:

The need for separate control of mobile and desktop versions of each pages, their comparison, search and technical optimization.

As a rule, leads to errors in the technical optimization of the site.

Separate mobile version.
Location of the mobile version of the site on a separate subdomain or domain.

Not

Pros:

Sometimes, a more convenient development of the mobile version, if the desktop is successful and has long existed.

Minuses:

The need for separate control.

Great technical difficulty settings.

Difficulties for SEO in ranking factors due to different URLs for mobile and desktop users.

AMP and Turbo Pages.
A specially designed and simplified version of the document that is placed on the search engine servers, which allows you to simplify it and download faster for smartphones.

Not

Pros:

Search engines highlight this type of document in the results of issuance (SERP), which can lead to an increase in traffic on them.

Minuses:

The user does not go to the site itself, since the document is located on the search engine server (a typical URL in the case of the Turbo page is “https://yandex.ru/turbo?text=URL-document- original-site”).

Only users referred by search engines see content adapted for viewing from portable devices.

Difficulties in ranking factors.

AUDIT OF THE MOBILE VERSION OF THE SITE: CHECK LIST
Regardless of the method used to adapt, you need to check the following items that are important for SEO (checklist).

Checking the version for “friendliness” using Google and Yandex algorithms: search.google.com/test/mobile-friendly and webmaster.yandex.ru/site/tools/mobile-friendly/.

Check the main pages (main, section, product card, contacts).

Get basic information about the download speed, the ease of displaying text (12px or more) and elements.

Manual browsing of pages in the browser in a mobile window (developer tools).

Check that the content of the main and adapted version is the same.

Search for layout errors.

View a series of pages

Check the basic conversion elements.

The ability to make a call in one click on the phone number.

Menu hamburger.

Availability of prices and photos on the main types of pages.

Page "Contacts": phone, address, location map.

Check for download speeds using developers.google.com/speed/pagespeed/insights/, Pixel Tools and gtmetrix.com for the main pages.

Download speed significantly affects mobile surfing (slow connection).

Checking the layout and availability of content in a mobile browser.

Evaluation is based on the two-three most popular devices / OS / browsers from Yandex.Metrica.

Layout errors when viewing

Assessment of behavioral factors in Yandex.Metrica on mobile devices and comparison with the desktop. Indicators may vary slightly, this is normal. You can automate auditing with the help of the specialized Pixel Tools tool, which will allow you to identify URLs with bad values of behavioral metrics and compare indicators for users from devices of different types.

Required reports: traffic channels, time to site, user engagement, exit pages.

Comparison of behavioral factors in Metric

Ease of use (subjective assessment).

Factors: availability of notification when interacting with the site (adding goods to the cart, filling out an online application), accessibility of the menu, readability.

Convenience of reading text - size not less than 12px.

The convenience of use

Flash, Silverlight technologies are not used, Java applets are missing, and the interactive part is embedded using HTML5.

There is no horizontal scrolling of the screen (it is permissible, in very rare cases - tables, elements that cannot be adapted).

The viewport meta-tag is used to specify the content viewing area.

In case of using the adaptive version that is optimal for SEO, one more significant point is added, especially in the era of mobile-first-indexing.

Content match on source code in HMTL format for mobile and desktop users. Main:

HTTP headers

the amount of text and its presence in the code

number of internal outgoing links / external outgoing links

SEO tags: Title, Description, H1-H6

meta tags: robots, refresh

The point is rather quickly executed in case of using the Screaming Frog SEO Spider scanner with the appropriate settings. The project is scanned twice - from the desktop and with the mobile User-agent, after which the data is exported to Google Spreadsheets / Excel and compared.

Settings for parsing

CHECK SHEET FOR A SEPARATE MOBILE VERSION
In the event that your project uses a separate mobile version on the m.site.ru subdomain, you need to check the implementation for three additional items of the checklist.

The main version of the site uses an indication of an alternative (mobile) version using the attribute rel = "alternate" of the link tag.

Redirection to the User-agent device is configured for the mobile version. Redirection directs the user to the same page, but on the mobile version (not to the main one). Used 302 response code.

Redirection with 302 code

On the page for mobile devices, the role of the canonical page is the URL from the main version using the rel = "canonical" attribute of the link tag.