MOBILE SEO

What should Mobile Website SEO optimize?

What should Mobile Website SEO optimize?

Q & A community in the past few months to answer a number on a mobile website optimization end of the issue , found that many mobile SEO issues related to the mobile station to do with what kind of architecture. Many SEOs seem to have no small obsession with independent mobile stations, that is, separate m.domain stations, and think that independent mobile stations are the best.

The Q&A background saw another reader, “A salted fish that loves to dream,” and asked “Whether the new website is doing mobile SEO, using m station or responsive?”:

Hello, I saw your answer in an answer. There are some doubts. You suggest: “New website, or just to do mobile SEO, it is best to take responsiveness directly.”, why take responsiveness directly? However, my own feeling is that the current mobile search is ranked before the m station is more

Looking through the previous post about mobile SEO, I found out that the mobile SEO should choose which way to optimize it has not been carefully written. Today’s post will delve into three ways to choose mobile optimization.

(What should Mobile Website SEO optimize?)

Three ways of mobile optimization

There are basically three ways to choose a mobile website:

Responsive design:

The URLs of the PC station and the mobile station are exactly the same (no matter what device is accessed), the HTML code returned to the browser is the same, and the screen layouts of different widths are controlled by CSS. It used to be called adaptive design, because typesetting is automatically adapted to the width of the screen.

Dynamic serving:

The URLs of the PC station and the mobile station are exactly the same, which is the same as the responsive design, but the HTML code (and CSS) returned by the dynamic service mode to the browser is different. The HTML code obtained by the PC device is the PC version. The HTML code that mobile devices get is a mobile version that is specifically optimized for mobile optimization.

Separate m. site:

The URL of the mobile station is not the same as the PC station. Usually, a separate subdomain is used. For example, the PC station is www.seozac.com, the mobile station is m.seozac.com, and of course the mobile station’s HTML code (and CSS) and PC. The station is also different, it is specially made for mobile optimization. In other words, in this way, the mobile station is an independent website.

Each of these three methods has its own characteristics.

Responsive design

Since the URL is the same, all the devices get the same HTML code, the benefits are obvious: simple and clear, the search engine will not be confused. Search engines crawl and index a set of pages, and improve indexing efficiency, especially for large websites, where the share of the crawl is wasted on multiple URLs, which means reducing the chances of deep pages being crawled. The responsive design has only one URL, and the link and weight calculations are all concentrated on one URL, and there is no problem.

Users will not be confused, bookmarking and sharing pages will not cause problems due to different URLs.

The webmaster can develop and maintain a set of code, and the back-end development cost is relatively low. The outer chain of the building is also concentrated on a URL. There is no need to judge the device, browser type, and no need to turn, so there is no error.

Of course, there are also disadvantages. For example, mobile devices often have to hide some content and functions due to the size of the screen, but still need to download the complete HTML code, often including pictures, so it will waste bandwidth. If the mobile phone network is slow, downloading files will mean slower speed. Moreover, the same set of code should be displayed on all devices, and rendering should start as soon as possible. The front-end design needs a relatively high level.

Responsively designed pages must have a viewport that tells the browser to automatically adjust the page layout according to the width of the screen:

<meta name=”viewport” content=”width=device-width, initial-scale=1.0”>

Although there are shortcomings, with the improvement of mobile network speed and mobile phone performance, the responsiveness of the responsiveness gradually becomes less fatal, and its simplicity is more advantageous. Therefore, responsive design is the future direction and is the trend of the times. That’s why I recommend a new website, or a website that just has to be a mobile SEO, and it’s definitely responsive, no need to consider other options. (Unless your company is not bad, consider dynamic services.)

Independent mobile station

Compared with the responsive design, the independent mobile station obviously has to increase the development cost, and develop and maintain two sets of code. As domestic labor costs increase, things that need to be repeated will become increasingly uneconomical.

The greater potential trouble with standalone mobile stations is that the difference in URLs can cause confusion and various errors. For example, since the mobile and PC version URLs are different, the search engine needs to establish a correspondence, and it is necessary to determine what the mobile version URL corresponding to the PC page is, and what is the PC version URL corresponding to the mobile page. The website needs to add code to the page to help the search engine determine:

The PC page needs to add the following code to indicate the location of the mobile version:

<link rel=”alternate” media=”only screen and (max-width: 640px)” href=”https://m.whatmaster.com/”>

The corresponding mobile page needs to add the following code to indicate the PC version location:

<link rel=”canonical” href=”https://www.whatmaster.com/”>

In the case that both versions of the search engine are crawled and correctly judged, the PC and the mobile version establish a one-to-one correspondence. But what if the webmaster adds the wrong label? What if the search engine only crawls one version? What if the search engine does not accurately parse the <link ref> tag?

Moreover, to establish a one-to-one correspondence, the PC version and the mobile version of the body content are the same. Many times m. mobile version page content is reduced or modified too much, what do search engines think the content does not match? Sometimes, when an independent mobile station only builds some pages, what if many PC pages do not have corresponding mobile pages?

There are two versions of the website. When users add bookmarks and share links, inevitably some will point to the URL of the PC page, and some will point to the mobile URL, and the link weight will be scattered.

Often, for the user experience and to help the search engine determine the correspondence, the site needs to make a rule-compliant turn:

  • If the PC user accesses the mobile URL for some reason, it needs to be automatically 301 to the PC version URL.
  • If the mobile user accesses the PC page URL for some reason, it needs to be automatically 301 to move to the mobile URL.

The 301 steering is generally done by the server. First, it is necessary to judge the user device and the browser type according to the browser user agent matching feature string. The Internet device and the browser are various, and the 100% detection of the program is not an easy task. If you make a mistake, the user may only see a page with the wrong typography, and some features may not be available. Search engine spiders may also be judged wrong, resulting in the inability to establish a correspondence between the two versions.

If a large company needs to use a subdomain as a multilingual website SEO , plus m. an independent mobile station, it will make the management subdomain more complicated, because the website has to be added:

  • Sg.whatmaster.com
  • M.sg.whatmaster.com
  • Cn.whatmaster.com
  • M.cn.whatmaster.com

and many more. The multi-language hreflang tag and the <link ref> tag arrangement of the independent mobile station are combined, and which one corresponds to which one cannot be mistaken. If you add the version of Google AMP and Baidu MIPpage, the correspondence between all versions and the labeling method may faint people.

Dynamic service

Dynamic services, like stand-alone mobile stations, first determine the device and browser type on the server side, and then return different HTML and CSS code based on the browser screen width at the same URL.

Therefore, the dynamic service method is equivalent to combining the advantages of responsive design and independent mobile stations, that is, the simplicity of the URL is unified, and the code optimization of the independent mobile station, the SEO effect is the best. Of course, the price is to increase the cost of both front and back.

For companies that don’t have money, dynamic content is the best choice. For example, Amazon is now using mobile services to optimize mobile. The URL is simple and easy to make mistakes. The two versions of the code can be optimized separately. It is said that Amazon Mobile The version saves 40% of file downloads, and for mobile users, the increase in page open speed is crucial.

Whether to use dynamic services depends on the company. For most websites, the page content, layout, and functions are not so complicated. Responsive design has met the needs, and dynamic services are realized at high cost. The saved downloads are not so obvious. For example, SEO posts such blogs every day. A large number of content-based websites, the page does not even have a picture, except for the message and there is no other interaction, it is a point of download can not save, dynamic service is meaningless.

When a search engine spider accesses a page of a dynamic service, the code from the HTML code cannot automatically know that the code obtained by different browsers will be different. For example, when a PC spider accesses, it gets the PC version code, but the spider does not necessarily know that the mobile spider will get different code if it is accessed, so the server needs to tell the search engine spider through the Vary HTTP header information, the PC spider and the mobile spider get The code is different, and both spiders have to visit it. For example, the server header information of the amazon.com page:

< Content-Type: text/html

< Content-Length: 6400

< Connection: keep-alive

< Server: Server

< Date: Sat, 27 Jul 2019 16:42:45 GMT

< Vary: Content-Type, Host, Cookie, Accept-Encoding, X-Amzn-CDN-Cache, X-Amzn-AX-Treatment, User-Agent

< Edge-Control: no-store

< x-amz-rid: KH589YRZC8QEW3QEWGKD

< X-Cache: Error from cloudfront

< Via: 1.1 1b52a5dd431f9e3c81753e61dfdf467a.cloudfront.net (CloudFront)

< X-Amz-Cf-Pop: SFO9

< X-Amz-Cf-Id: 0qtVw99a2_AustEZ-dxC_cs9hfVzyll-DmHnmWFDtBSWKtinpxhB2Q==

The Vary line is to notify the browser/spider. According to the following columns, the HTML code is different. Vary: User-Agent refers to the HTML code is different according to the browser user agent.

Where does the obsession with the independent mobile station come from?

Many companies and webmasters have a soft spot for independent mobile stations. They think that the SEO effect of mobile stations is the best. To do a new website, you have to be an independent m. station. This obsession may come from two aspects.

First, Baidu recommended independent mobile stations before. I explained this in the post of Baidu Night in Xiamen in 2015 . But now that 4 years have passed, Baidu’s official official attitude has not been seen, but two years ago, Baidu’s search director, Tan To, clearly told me that Baidu also believes that responsive design is the future trend. Baidu also recommends turning to respond. Design. My observation is that Baidu now has no support for responsive design.

Google has always recommended responsive design.

Of course, the recommendation here is not to say that the responsiveness is better than the SEO effect of the independent mobile station, but only that Baidu and Google treat the three methods equally, and the ranking is not biased. The SEO effect is the same. . Since the effect is the same, of course, it is recommended to be simple and cheap.

The second reason, as the readers at the beginning said, is currently more in the top of the Baidu mobile search rankings. This is an accurate observation. It is true that Baidu’s mobile search results rank well in many stations. In many industries, m. stations are in the front. However, this does not necessarily mean that m. independent mobile stations have SEO advantages, I think this is more caused by sampling bias.

For example, the data shows that most of the car accidents are caused by male drivers, but does this mean that male drivers have a disadvantage in driving? I am afraid I can’t think so, because we must consider the proportion of men and women on the road. It is very likely that 80% of drivers are men, causing 70% of car accidents. So 70% of car accidents are caused by male drivers. It is impossible to explain that male drivers are worse than female drivers. .

The same is true for mobile search rankings. Nowadays, the top m. stations are mostly. It is very likely that most of these stations are old stations (so the ranking ability is high), and almost all the old stations started to do mobile SEO when they started from the m station. As a last resort, these old stations using the m station will not be changed to responsive design, because the changes are too big, risky, and no obvious benefits (as mentioned before, the three ways SEO effect is the same), no power to change.

Therefore, the old station and the big station rank well, while the old station and the big station are mainly m stations, so we can see that the m station ranks well. But this does not mean that a new station must learn to do m station.

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