#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
HOW TO PERFORM A MOBILE SEO AUDIT
Key criteria, validations & tools

#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

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http://www.lukew.com/ff/entry.asp?1943
We live in a multi-device world

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Driven by cross-platform & multi-channel search
http://searchengineland.com/its-official-google-says-
more-searches-now-on-mobile-than-on-desktop-220369

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
with still a huge potential to grow

#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

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

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http://googlewebmastercentral.blogspot.com/2015/04/
drive-app-installs-through-app-indexing.html
There’s an evolving Web & app search integration

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Voice answers & Google Now
Cross-platform search integration
https://developers.google.com/schemas/

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Companies have focused on quick mobile
SEO actions because of the “Mobilegeddon”

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Some others have even forgotten about it…

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
With nasty consequences!

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Here’s how to do a mobile SEO audit to
start doing the most out of it…

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Let’s start with the basics: Validating if
your Web is really optimized for Mobile
1

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Do you have a mobile Website?
https://www.google.com/webmasters/tools/mobile-friendly/

#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

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
and start asking some fundamental questions:
Are there non-relevant redirects?

#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?

#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

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Which of your top visited & money making mobile
pages have technical & content issues

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RESPONSIVE
DYNAMIC
PUBLISHING
PARALLEL
MOBILE
VERSION
https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
Remember there’s no silver bullet…

#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

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https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/
SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html
Are there mobile interstitials (or pop-ups)?
Use App banners instead…

#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?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
and from a mobile usability perspective?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Think beyond the bot too, validate all
aspects that might affect your users!

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Now it’s time to validate your current
mobile search visibility & performance
2

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
SISTRIX MOBILE
REPORTING
What’s your current mobile Web ranking status?

SEOMONITOR
GOOGLE SEARCH
CONSOLE &
GOOGLE ANALYTICS
INTEGRATION
Get this information from Sistrix, SEMrush,
SearchMetrics & SEOmonitor
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ONPAGE.ORG
IMPACT
What’s the gap of queries & pages providing your
current mobile search visibility vs. historical ones?

#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?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Sistrix &
SEMrush
Now you understand your current mobile search
ranking performance & opportunities!

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
How’s this compared with your Mobile search
competitors & industry performance?
3

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
SEMrush
Which queries have the most overall potential in
your industry’s mobile searches?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
SEMRUSH
For which queries are your competitors ranking in
mobile search results?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
SEMRUSH
Compare them with your own

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
SISTRIX
For which popular mobile search queries they’re still
not ranking or lost visibility?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
similarweb
And what can you expect from your
mobile optimization efforts?

#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…

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
4
And from an app perspective?

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App store discoverability has
challenges, from the non-friendly UI

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To consumption ones

#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

#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

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
First, your mobile Web & app strategy should be
aligned to maximize their potential

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Do you have your own mobile app landing pages?

#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

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
http://search-codelabs.appspot.com/codelabs/android-deep-linking
Follow this step by step from Google

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https://developers.google.com/app-indexing/android/test
Test your app indexing implementation

#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?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Which content is causing crawling issues?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Google
Search
Console
Verify how Google access to your top
mobile app screens

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
USE
SIMILARWEB
MOBILE APP
INSIGHTS
Identify which are your industry’s top app
competitors, their trends & keywords

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
What’s your app competitors ranking &
rating behavior vs. yours?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Which are their main traffic sources both in-store &
external vs. yours? Are they app indexing?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Which are the in-store & search engine
keywords for which they’re ranking?

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
How does this traffic translate in usage,
installs, active users patterns…

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As well as retention & churn?

#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

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
5
A few reminders though before starting the
mobile SEO audit & strategy…

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Remember there are actions that are not only mobile
focused but can bring additional mobile engagement

#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

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HIGHLIGHTS
IN INBOX
https://developers.google.com/gmail/markup/overview
or by being highlighted in email inbox too

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
and don’t forget to track & monitor
both mobile Web & app
WINCHER
& MOBILE
ACTION

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
SERPWOO
as well as the overall mobile serps

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
It’s time to make the most out of mobile now!

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI
Thank you! Questions?