Mobile Optimization Guide

How to do mobile SEO?

seo blog

The website has been posted to this day, and we haven’t carefully discussed which way to use mobile SEO.Today’s post delves into three ways to choose mobile optimization.

Three ways for mobile optimization

There are basically three ways to choose a mobile website:

Responsive design:

The URL of the PC station and the mobile station are exactly the same (no matter what device is used to access), the HTML code returned to the browser is also the same, and the screen layout of different widths is controlled by CSS. It was often called adaptive design before, because the layout is automatically adapted to the screen width.

Dynamic serving:

The URL of the PC station and the mobile station are exactly the same. This is the same as the responsive design, but the HTML code (and CSS) returned to the browser by the dynamic service method is different. The HTML code obtained by the PC device is the PC version. The HTML code obtained on mobile devices is a mobile version optimized for mobile.

Separate m. Site

The URL of the mobile station is not the same as the PC station. Usually, a separate subdomain name is used. For example, the PC station is, and the mobile station is Stations are also different and are specifically optimized for mobile. 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, the HTML code is the same on all devices, and the benefits are obvious: simple and clear, search engines will not be confused. A search engine crawls and indexes a set of pages, which improves indexing efficiency. Especially for large websites, the scraping share is wasted on multiple URLs, which means that the chances of deep pages being crawled are reduced. The adaptive design has only one URL, and the link and weight calculations are concentrated on one URL, which will not cause problems.

Users will not be confused, bookmark bookmarks, and share 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 constructed external link is also concentrated on a URL. There is no need to judge the type of device, browser, or turn, so there is no error.

There are of course disadvantages. For example, mobile devices often 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 is slow, downloading more files means slower speed. Moreover, the same set of code must be displayed properly on all devices, and rendering must start as soon as possible, and the front-end design needs to be relatively high-level.

A responsive design page must set a viewport to tell the browser to automatically adjust the page layout according to the screen width:

<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 shortcomings of responsiveness gradually seem less fatal, and its simplicity is more obvious. Therefore, responsive design is the future direction and the general trend. This is why I recommend a new website, or a website that is just about to be a mobile SEO, and it will definitely be responsive, without considering other options. (Unless your company is not bad money, consider dynamic services.)

Independent mobile station

Compared with responsive design, it is obvious that independent mobile stations need 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 less cost-effective.

The bigger potential trouble for standalone mobile stations is that different URLs can cause confusion and various errors. For example, since mobile and PC version URLs are different, search engines need to establish correspondences, and must determine what the mobile version URL is for a PC page and what the PC version URL is for a mobile page. The website needs to add code to the page to help search engines determine:

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

<link rel=”alternate” media=”only screen and (max-width: 640px)” href=””>

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

<link rel=”canonical” href=””>

In the case that both versions of the search engine have been crawled and judged correctly, the PC and mobile versions have established 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 parse the <link ref> tag accurately?

Moreover, to establish a one-to-one correspondence relationship, the main content of the PC version and the mobile version need to be the same. Many times m. Mobile version of the page content is reduced or modified too much, what do search engines think the content does not match? Sometimes, only some pages are built by independent mobile stations. What about many PC pages that do not correspond to mobile pages?

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

In general, in order to provide user experience and help search engines determine the corresponding relationship, the website needs to make a rule-compliant turn:

  • PC users who have accessed the mobile URL for some reason need to be automatically 301 redirected to the PC version URL
  • Mobile users who access the PC page URL for some reason need to be automatically redirected to the mobile URL by 301

The 301 transition is generally done on the server side. First of all, it is necessary to determine the user device and browser type according to the matching character string of the browser user agent. The Internet device and browser are diverse. If the judgment is wrong, the user may only see a page with typographical errors, and even some functions may not be available. Search engine spiders may also be misjudged, resulting in a failure to establish a correspondence between the two versions.

If a large company needs to use a subdomain as a multilingual website SEO, plus m. Independent mobile stations, it will make managing subdomains more complicated, because the website will increase:


and many more. Multilingual hreflang tags are combined with the tags of independent mobile stations. Which one corresponds to which cannot be mistaken. If you add the Google AMP and Baidu MIP page versions, the correspondence between all the versions and the tag writing may faint people.

Dynamic service

Dynamic services, like independent mobile stations, first determine the device and browser type on the server side, and then return different HTML and CSS codes based on the browser screen width on the same URL.

Therefore, the dynamic service method is equivalent to combining the advantages of responsive design and independent mobile stations, that is, the URL is unified and concise, and the code optimization of independent mobile stations is the best SEO effect. The price, of course, is that the front-end and back-end costs have to increase.

For companies that are not bad money, dynamic content is the best choice. For example, amazon now uses dynamic services for mobile optimization. The URL is unified and simple without error. The two versions of the code can also be optimized separately. The version saves 40% of file downloads. For mobile phone users, the improvement of page opening speed is very important.

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 implemented at a high cost, and the downloads saved are not so obvious. For a large number of content-based websites, there is no picture on the page, and there is no other interaction besides the message. That is not a download at all, and the dynamic service is meaningless.

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

<X-Amz-Cf-Pop: SFO9

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

The Vary line is the notification browser / spider. The HTML code is different according to the situation in the back column. Vary: User-Agent refers to the HTML code is different according to the browser user agent.

Where the obsession with independent mobile stations comes from
Many companies and webmasters have a soft spot for independent mobile stations. They believe that the best SEO effect of stations is the best way to do a new website. This obsession may come from two sources.

The first is that Google had suggested an independent mobile station before.Google also believes that responsive design is the future trend, and Google also recommends turning to responsive design. My observation is that Google’s support for responsive design is no problem now.

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 independent mobile stations, but only to show Google treat the three methods equally, and they are not biased in the ranking. . Since the effect is the same, of course the simple and cheap one is recommended.

The second reason is, as the readers at the beginning said, there are currently more m stations in Baidu’s mobile search rankings. This is an accurate observation. Indeed, there are many high-ranking m stations in Baidu’s mobile search results. In many industries, m. However, this does not necessarily mean that m. Independent mobile stations have SEO advantages, I think this is more caused by sampling deviation.

For example, the data shows that most of the accidents are caused by male drivers, but does this mean that male drivers have disadvantages in driving? I’m afraid I can’t think so, because the ratio of male and female drivers on the road must be considered. It is likely that 80% of the drivers are men, causing 70% of accidents. Therefore, 70% of accidents are caused by male drivers. .

The same goes for mobile search rankings. Currently, the top m. Stations are mostly, it is likely that most of these stations are old stations (so the ranking ability is high), and almost all old stations started with m station when they started to do mobile SEO, less than As a last resort, these old stations that use m stations will not change to responsive design, because the changes are too big, risky, and there are no obvious benefits (as mentioned earlier, the three methods have the same SEO effect), and there is no motivation to change.

Therefore, the old station and the big station are ranked well, and the old station and the big station are dominated by the m station, so we see that the m station is ranked well. But this does not mean that a new station will learn to be an m station.

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