• Guest

    so I’ve gone through this process at two different fortune500 companies in the last 3 years. It’s not an easy process at that level. Most large clients I’ve worked with want to do responsive, but aren’t ready to do a complete website redesign (you can’t effectively make a site responsive. to do it right, you’ve got to start over.. argue that later)

    getting them to put canonical tags onto their mobile sites is pretty simple, but doing 1-1 redirects is always an issue. there’s several obstacles at play here.

    For starters, lots of companies selling separate mobile sites don’t always do a 1-1 mapping of content. They’ll sell an all javascript mobile site where there’s really only one URL, or they’ll use a completely different architecture and re-imagine the content. So where do you do your 1-1 redirects? There needs to be a strategy there. Google recommends not sending to the homepage, but when there is no mobile equivalent content, the home page is way better than a 404 or a desktop page that won’t load. you make trade offs.

    then there’s actually doing the redirects. I’ve had one fortune500 client who refused to install any server side languages on their server. that means no php or .net redirects, and they also disabled .htaccess – so redirects weren’t easy to do, especially when logic was required. The ability to use regular expressions or what not simply didn’t exist.

    Oh, and let’s throw in caching and server load balancing too. Many of these companies use a service like Akami for caching, and when your cache lives within a 3rd party so must your device detection and redirect logic.

    Now, throw in the fact that doing this change means you have to test and QA every paid search and display ad to ensure the parameters all pass through the device detection and redirects, and rebuild several analytics reports to account for the various URL changes or device types.

    And then there’s politics of the organizational structure – basically several different stakeholders for mobile and desktop who sometimes don’t even know each other exists.

    Both times I’ve done this in the past I’ve spent about 1 day on the strategy and deck, 3 months convincing all of the stakeholders it’s worth it, another month trying to get it prioritized among all of the other development requests, a week in dev, and another two weeks in QA.( and in one case a few years ago only to watch it all be undone a couple months later when whatever vendor they’ve chosen decided to “refresh” the mobile site creative and all of the redirects and canonical tags magically fell off.)

    That’s enterprise SEO…. and that’s why none of these sites comply.

  • Maccerz

    You sir have won the Internet. Best.Comment.Ever.

  • Colin Guidi

    Brilliant comment and insight into complexities with large sites, multiple decision owners, multiple agencies, and multiple headaches.

  • donthe

    This article seems to me to be pure fear-mongering. I’m surprised this was published by SEL.

    The only direct quote from Google regarding algorithm changes for smartphones is “We plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.” Misconfigured means the redirects are screwed up. There has not been any statement from Google regarding penalizing websites that don’t have responsive design sites!

    The other quote from Matt Cutts is”“You really need to be thinking about mobile,” said Cutts during his keynote session, “We’re starting to think a lot about mobile””
    Sure, go ahead and start thinking about mobile, but there is no evidence that any algorithm change penalizing sites that don’t use responsive design is imminent.

    I’m guessing Pure Oxygen Labs is in the market for some new clients and frankly shame on SEL for publishing this blatant sales pitch.

  • Melinda Colos

    just as Rebecca said I am blown away that you able to profit $7363 in one month on the internet. did you read this link w­w­w.K­E­P­2.c­o­m

  • Ronnie’s Mustache

    You’re absolutely right – couldn’t agree more!

    There’s a lot of misunderstanding around what exactly Matt/Google was trying to convey.

    I expect better analysis and reporting from SEL and their contributors.