Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

6,312 views

Published on

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

Published in: Mobile

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?

×