tips, tools & process for an effective mobile seo audit #smx munich
Post on 22-Aug-2015
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#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
TIPS, TOOLS & PROCESS FOR AN EFFECTIVE MOBILE SEO AUDIT
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HALLO MÜNCHEN
SPEAKER
BLOGGER SHARER@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2011
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2011
MEH. I LITERALLY HAVE 5 MOBILE VISITS PER MONTH
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2012
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2012
THANKS BUT I HAVE ENOUGH CHASING PENGUINS!
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2013
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2013
EFFORT IS STILL TOO HIGH VS. THE POTENTIAL BENEFIT, SORRY!
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2014
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2014
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S GO TO 2014
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
WE HAD PLANNED A REDESIGN AND GOING RESPONSIVE ANYWAY… THAT SHOULD BE GOOD ENOUGH RIGHT?
LET’S GO TO 2014
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
NOW I SEE THE POINT! I WILL INCLUDE A COMPLETE MOBILE SEO AUDIT & OPTIMIZATION IN Q2 PLANS FOR 2015.
LET’S COME BACK TO Q1 2015
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
MOBILE FRIENDLINESS AS A RANKING SIGNAL
WTF! MURPHY’S LAW.
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
I WILL NEED TO DO THE MOBILE SEO AUDIT & IMPROVEMENTS ASAP!
LET’S COME BACK TO Q1 2015
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IT’S OUR OPPORTUNITY TO START OPTIMIZING FOR THE MOBILE ORGANIC SEARCH AUDIENCE
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IT’S THE TIME FOR A MOBILE SEO ANALYSIS PROCESS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
NO PROBLEM. I’M GOING TO SHOW YOU HOW… IT’S NOT THAT HARD!
IT’S THE TIME FOR A MOBILE SEO ANALYSIS PROCESS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LET’S FOLLOW THESE FUNDAMENTAL STEPS
VERIFY YOUR MOBILE SEARCH
POTENTIAL & AUDIENCE BEHAVIOR
UNDERSTAND & MONITOR
YOUR MOBILE SEARCH VISIBILITY
& TRAFFIC
IDENTIFY YOUR MOBILE SEARCH
COMPETITIVENESS
AUDIT & OPTIMIZE
YOUR MOBILE WEB PRESENCE
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
UNDERSTAND YOUR MOBILE SEARCH VISIBILITY & TRAFFIC
1
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
WHICH ARE YOUR CURRENT TOP MOBILE SEARCH QUERIES & PAGES IN GWT?
VOLUME, IMPRESSIONS, CLICKS, CTR,
POSITION
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
WHICH ARE YOUR CURRENT TOP MOBILE SEARCH QUERIES & PAGES IN GWT?
ARE THESE THE SAME THAN FOR DESKTOP?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW DOES YOUR MOBILE & MOBILE ORGANIC TRAFFIC BEHAVE VS. YOUR DESKTOP & TABLET ONES?
VOLUME, TREND OVER TIME,
SEASONALITY, CONVERSIONS, CONVERSION
RATE
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
WHAT’S THE GAP BETWEEN MOBILE & MOBILE ORGANIC TRAFFIC?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
WHICH ARE THE MOST USED MOBILE DEVICES & THEIR RELATED CONTENT & CONVERSIONS?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
WHICH ARE YOUR MOST VISITED MOBILE PAGES, MOST POPULAR PRODUCTS, CONVERSIONS & RATES
HOW ARE THESE COMPARED TO THE ONES OF DESKTOP & TABLET?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW’S YOUR MOBILE TRAFFIC VS. YOUR COMPETITORS?
USE SIMILARWEB
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
VERIFY YOUR MOBILE SEARCH POTENTIAL & COMPETITION
2
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
USE YOUR GWT QUERIES & SEMRUSH KEYWORDS TO EXPAND WITH IDEAS & ORGANIZE THEM IN CATEGORIES
USE KEYWORDTOOL.IO & KWFINDER.COM
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
VERIFY WITH GOOGLE’S KEYWORD TOOL THE SEARCH VOLUME COMING FROM MOBILE DEVICES
SEGMENT & SEARCH PER KEYWORDS CATEGORY
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR RANKINGS FOR THESE KEYWORDS AS WELL AS YOUR COMPETITORS
USE SEMRUSH OR
ADVANCED WEB RANKINGS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
VERIFY HOW YOUR SITE LOOKS IN MOBILE SEARCH RESULTS WITH CHROME MOBILE EMULATION
https://developer.chrome.com/devtools/docs/device-mode
CHECK YOUR OWN &
COMPETITORS LINK POPULARITY WITH
THE MOZ TOOLBAR
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR MOBILE WEB OPTIMIZATION & POPULARITY LEVEL VS. YOUR COMPETITORS
3
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IS YOUR SITE MOBILE OPTIMIZED AT ALL?
START BY USING GOOGLE MOBILE TEST & MOBILE USABILITY REPORT IN GWT.
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IDENTIFY WHICH TYPE OF MOBILE SITE YOU HAVE
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
USE USER AGENT SWITCHERS, VALIDATORS & EMULATORS
http://mattkersley.com/responsive/
http://goo.gl/vfo9Tf
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
VERIFY YOUR SPEED PERFORMANCE PRIORITIZING YOUR MOST MOBILE VISITED PAGES
USE THE SPEED SUGGESTIONS REPORT UNDER BEHAVIOR IN
GOOGLE ANALYTICS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
VERIFY YOUR SPEED PERFORMANCE PRIORITIZING YOUR MOST MOBILE VISITED PAGES
USE GOOGLE’S PAGE SPEED INSIGHTS & GTMEXTRIX
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
CHECK HOW THE GOOGLEBOT MOBILE “SEES” YOUR SITE CONTENT WITH THE FETCH AS G FEATURE
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
USE GWT SMARTPHONE CRAWL ERRORS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
SEE HOW THESE ERRORS WERE CRAWLED
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
DOWNLOAD & CRAWL WITH SCREAMING FROG THESE ERROR PAGES TO SEE IF THEY STILL EXIST
SELECT THE GOOGLEBOT FOR SMARTPHONES AND CRAWL USING THE LIST MODE, TO VALIDATE AND PRIORITIZE THEIR FIXING
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
DO THE SAME WITH YOUR TOP GWT MOBILE PAGES: DOWNLOAD, CRAWL & SAVE THEM
NOW YOU HAVE THE MOBILE
SEARCH VISIBILITY & MAIN ON-PAGE OPTIMIZATION
ELEMENTS
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IMPORT THE CRAWLED URLS TO URLPROFILER TO INTEGRATE MOBILE TRAFFIC & POPULARITY METRICS
URLPROFILER RECOGNIZES YOUR SCREAMING FROG
EXPORT FILES & INTEGRATES WITH GA
& MOZSCAPE
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
SEE THE TECHNICAL, POPULARITY, MOBILE TRAFFIC & VISIBILITY METRICS OF YOUR TOP MOBILE PAGES.
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
YOU CAN NOW ANSWER QUESTIONS LIKE: WHICH PAGES HAVE A BETTER MOBILE SEARCH VISIBILITY?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW DOES THIS RANKING TRANSLATE TO MOBILE TRAFFIC & CONVERSIONS?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW ARE THESE PAGES SEEN AND HOW OPTIMIZED THEY ARE WHEN CRAWLED BY THE MOBILE BOT?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW POPULAR ARE THESE PAGES? ARE THEY LINKED? ARE THEY SHARED IN SOCIAL NETWORKS?
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
DO THE SAME WITH YOUR WHOLE SITE, TAKING ALL INTERNAL PAGES INTO CONSIDERATION
DO IT WITH YOUR
COMPETITORS TOO!
http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
YOU CAN NOW PRIORITIZE, FOCUS & EXECUTE YOUR MOBILE SEO STRATEGY BASED ON THESE CRITERIA
YOUR CURRENT MOBILE
VISIBILITY & TRAFFIC
YOUR COMPETITORS PERFORMANCE
YOUR TECHNICAL
OPTIMIZATION & POPULARITY
LEVELYOUR
MOBILE SEARCH
POTENTIAL & AUDIENCE BEHAVIOR
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
NOW IS YOUR TIME TO OWN MOBILE
WHO SAID MOBILE SEO AUDIT?
DANKE #SMX MÜNCHEN!
#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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