How to Perform a Mobile Web & App SEO Audit: Key Criteria, Validations & Tools

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How to establish a strategic Mobile SEO approach for both Web & app presence? Take a look at this Webinar I did for WebPromoExperts

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How to Perform a Mobile Web & App SEO Audit: Key Criteria, Validations & Tools

  1. 1. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI HOW TO PERFORM A MOBILE SEO AUDIT
 Key criteria, validations & tools
  2. 2. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI @ALEYDA I SHARE
  3. 3. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI http://www.lukew.com/ff/entry.asp?1943 We live in a multi-device world
  4. 4. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Driven by cross-platform & multi-channel search http://searchengineland.com/its-official-google-says- more-searches-now-on-mobile-than-on-desktop-220369
  5. 5. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI with still a huge potential to grow
  6. 6. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI and although Google doesn’t have a separate Mobile Web index at the moment… http://searchengineland.com/technically-you-can-have- completely-different-content-on-mobile-says-google-222261
  7. 7. mobile optimization is a Google Ranking Factor 
 (for mobile Web search results) https://googlewebmastercentral.blogspot.com.es/ 2015/04/rolling-out-mobile-friendly-update.html #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
  8. 8. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI http://googlewebmastercentral.blogspot.com/2015/04/ drive-app-installs-through-app-indexing.html There’s an evolving Web & app search integration
  9. 9. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Voice answers & Google Now 
 Cross-platform search integration https://developers.google.com/schemas/
  10. 10. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Companies have focused on quick mobile 
 SEO actions because of the “Mobilegeddon”
  11. 11. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Some others have even forgotten about it…
  12. 12. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI With nasty consequences!
  13. 13. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Here’s how to do a mobile SEO audit to start doing the most out of it…
  14. 14. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Let’s start with the basics: Validating if your Web is really optimized for Mobile 1
  15. 15. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Do you have a mobile Website? https://www.google.com/webmasters/tools/mobile-friendly/
  16. 16. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI ANY CRAWLER NOWADAYS SUPPORT IT: SCREAMING FROG, ONPAGE, ETC. crawl, crawl, crawl your site, like a mobile bot
  17. 17. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI and start asking some fundamental questions: 
 Are there non-relevant redirects?
  18. 18. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI GOOGLE SEARCH CONSOLE + GOOGLE ANALYTICS + URL PROFILER Which of your best performing pages are still not mobile ready?
  19. 19. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/ Here’s how you can do it by using URLprofiler
  20. 20. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Which of your top visited & money making mobile pages have technical & content issues
  21. 21. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI RESPONSIVE DYNAMIC PUBLISHING PARALLEL MOBILE VERSION https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en Remember there’s no silver bullet…
  22. 22. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI any Mobile Web configuration has best practices ALLOWING CSS, JS & IMAGES CRAWLING IS FUNDAMENTAL AS WELL AS SPEED USE THE VARY HTTP HEADER & CORRECTLY SERVE THE RELEVANT CONTENT FOR THE APPROPRIATE CRAWLER INCLUDE THE REL CANONICAL & ALTERNATE TAGS, AS WELL AS REDIRECTS BETWEEN THE MOBILE & DESKTOP URLS PARALLEL MOBILE VERSION DYNAMIC PUBLISHING RESPONSIVE https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
  23. 23. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/ SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html Are there mobile interstitials (or pop-ups)? 
 Use App banners instead…
  24. 24. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI How your mobile Web speed? 
 It matters here more than anywhere else GOOGLE SEARCH CONSOLE + GOOGLE ANALYTICS + URL PROFILER GOT AMP?
  25. 25. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI and from a mobile usability perspective?
  26. 26. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Think beyond the bot too, validate all aspects that might affect your users!
  27. 27. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Now it’s time to validate your current mobile search visibility & performance 2
  28. 28. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI SISTRIX MOBILE REPORTING What’s your current mobile Web ranking status?
  29. 29. SEOMONITOR GOOGLE SEARCH CONSOLE & GOOGLE ANALYTICS INTEGRATION Get this information from Sistrix, SEMrush, SearchMetrics & SEOmonitor #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
  30. 30. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI ONPAGE.ORG IMPACT What’s the gap of queries & pages providing your current mobile search visibility vs. historical ones?
  31. 31. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI RankTank Mobile Friendly Site Test SERP Tool or Chrome Dev Tools How are your top mobile Web ranking pages shown in mobile serps?
  32. 32. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Sistrix & SEMrush Now you understand your current mobile search ranking performance & opportunities!
  33. 33. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI How’s this compared with your Mobile search competitors & industry performance? 3
  34. 34. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI SEMrush Which queries have the most overall potential in your industry’s mobile searches?
  35. 35. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI SEMRUSH For which queries are your competitors ranking in mobile search results?
  36. 36. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI SEMRUSH Compare them with your own
  37. 37. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI SISTRIX For which popular mobile search queries they’re still not ranking or lost visibility?
  38. 38. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI similarweb And what can you expect from your mobile optimization efforts?
  39. 39. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI CURRENT RANKING STATUS TOP MOBILE PAGES & QUERIES NON- OPTIMIZED MOBILE PAGES MOST POTENTIAL MOBILE KEYWORDS COMPETITORS TARGETED MOBILE KEYWORDS EXPECTED MOBILE SEARCH TRAFFIC Now you can better prioritize & target your mobile Web optimization efforts…
  40. 40. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI 4 And from an app perspective?
  41. 41. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI App store discoverability has challenges, from the non-friendly UI
  42. 42. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI To consumption ones
  43. 43. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI apptweak App Name Publisher Name In-App Purchases Keywords App Description Screenshots Icon App previews On-Metadata Reviews & Ratings Incoming Links Total Downloads Off-Metadata https://www.apptweak.com/learn/why-aso-is-not-seo-but-looks-like-it & basic stores current ranking factors
  44. 44. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Check out Emily’s post & analysis about it http://searchengineland.com/app-indexing-new-frontier- seo-app-packs-app-store-search-242319
  45. 45. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI First, your mobile Web & app strategy should be aligned to maximize their potential
  46. 46. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Do you have your own mobile app landing pages?
  47. 47. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI https://developers.google.com/app-indexing/introduction?hl=en It’s the moment to start app indexing and get mobile Web search visibility to your app
  48. 48. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI http://search-codelabs.appspot.com/codelabs/android-deep-linking Follow this step by step from Google
  49. 49. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI https://developers.google.com/app-indexing/android/test Test your app indexing implementation
  50. 50. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Register your app with Google Search Console and start tracking your app search data: Which app content & queries are providing visibility?
  51. 51. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Which content is causing crawling issues?
  52. 52. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Google Search Console Verify how Google access to your top mobile app screens
  53. 53. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI USE SIMILARWEB MOBILE APP INSIGHTS Identify which are your industry’s top app competitors, their trends & keywords
  54. 54. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI What’s your app competitors ranking & rating behavior vs. yours?
  55. 55. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Which are their main traffic sources both in-store & external vs. yours? Are they app indexing?
  56. 56. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Which are the in-store & search engine keywords for which they’re ranking?
  57. 57. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI How does this traffic translate in usage, installs, active users patterns…
  58. 58. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI As well as retention & churn?
  59. 59. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI KEYWORDS TO FOCUS IN- STORE & WEB SEARCH TRAFFIC SOURCES TO LEVERAGE IN APP STORE & EXTERNAL APP CONTENT TO OPTIMIZE PROMOTIONAL ACTIONS TO DEVELOP APP INDEXING ISSUES POTENTIAL APP KEYWORDS Use this data to define a strategic mobile app optimization plan
  60. 60. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI 5 A few reminders though before starting the mobile SEO audit & strategy…
  61. 61. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Remember there are actions that are not only mobile focused but can bring additional mobile engagement
  62. 62. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails TO BE INCLUDED IN GOOGLE NOW Such as the usage of schema: not only to increase visibility with rich snippets but with Now cards
  63. 63. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI HIGHLIGHTS IN INBOX https://developers.google.com/gmail/markup/overview or by being highlighted in email inbox too
  64. 64. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI and don’t forget to track & monitor both mobile Web & app WINCHER & MOBILE ACTION
  65. 65. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI SERPWOO as well as the overall mobile serps
  66. 66. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI It’s time to make the most out of mobile now!
  67. 67. #MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI Thank you! Questions?

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