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How your mobile audience is searching? How can you target their behavior to grow your mobile search results, traffic and conversions? Check out this presentation.
How your mobile audience is searching? How can you target their behavior to grow your mobile search results, traffic and conversions? Check out this presentation.
1.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Keyword Research in a Mobile World
2.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Hello #PubconAustin
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
I SPEAK
I DO SEO CONSULTING
ORAINTI.COM
I WRITE
I’M ALEYDA
I TWEET
@ALEYDA
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
I SHARE
FB.COM/ALEYDASEOTIPS/
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
We live in a multi-device world
http://www.lukew.com/ff/entry.asp?1943
5.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Officially driven by multi-device search… with
the mobile search share growing more & more
http://searchengineland.com/its-official-google-says-
more-searches-now-on-mobile-than-on-desktop-220369
6.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
And not only in tech heavy industries, but
local, ecommerce, … and even b2b!
Local
Ecommerce
News
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Google still doesn’t have a mobile index but
mobile optimization is a ranking factor that is
becoming more & more important over time
http://searchengineland.com/technically-you-can-have-
completely-different-content-on-mobile-says-google-222261
8.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
As well as their efforts towards a Mobile
Web & app search experience integration
http://googlewebmastercentral.blogspot.com/2015/04/
drive-app-installs-through-app-indexing.html
9.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
It’s then a must to identify & target your mobile
Web & app audience specific search behavior
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/
10.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which will drive your Mobile SEO
actions with an aligned strategy
11.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Let’s use a few tools with mobile search data
segments & filters to identify this information
ONPAGE.ORG
SEOMONITOR
GOOGLE
SEARCH
CONSOLE
SIMILARWEB
GOOGLE
KEYWORD
FINDER
SEMRUSH
SISTRIX
EXTERNALINTERNAL
URLPROFILER
SEARCHMAN
12.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which are those keywords bringing the highest
search volume from mobile devices in your sector?
1
13.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Identify those with a highest search volume
coming from mobile devices at the moment
GOOGLE
SEARCH
CONSOLE
14.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which are the pages ranking for them: Are these
mobile oriented? What are their positions & CTR?
ONPAGE.ORG
IMPACT
15.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
You can also get this data with URLProfiler if you
prefer to integrate GA traffic data to prioritize them
GOOGLE SEARCH
CONSOLE +
GOOGLE ANALYTICS
+ URL PROFILER
16.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Verify with Chrome Mobile Emulator how the pages
with Lower CTR are shown in mobile results
GOOGLE SEARCH
CONSOLE +
GOOGLE ANALYTICS
+ URL PROFILER
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Use your keywords with highest mobile share as an
input to expand them with additional mobile terms
SEMRUSH
18.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
As well as those that you can identify as relevant
of your own current mobile content by using TF*IDF
OnPage.org
TF-IDF
19.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
2
Which are those terms already bringing more
mobile organic search traffic to your competitors?
20.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Verify which are those competitors with highest share
of mobile search visibility to prioritize them
SISTRIX
21.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Check which are the terms for which they are getting
this visibility, along their competition & traffic potential
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Compare the terms vs. your competitors: Identify the
ones with highest mobile volume & less competition
23.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Check also their historical mobile rankings to see
which terms they have lost & win over time
24.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which categories and area pages are they ranking
with in mobile? What’s the gap vs. your content?
3
25.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Check your competitors pages with highest
mobile search traffic with SEMrush
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Do the same at a subdirectory (or subdomain) level
to verify which are their top mobile categories
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Compare them vs. your own top mobile pages & areas,
by using OnPage.org Impact “Directories” report…
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
… & with SEOmonitor, which will also categorize them
based on topics. Use their conversion to prioritize!
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
As well as their search volume
GOOGLE
KEYWORD
FINDER
30.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
And what about Mobile App keywords data? Identify
and use them to expand the ones you have &
identify multiplatform opportunities
4
31.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which keywords are the most used overall in
your app category across your countries?
SIMILARWEB
32.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which are your top competitors per country in your
related categories in the Apple Store & Google Play?
33.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Select those competitors with the highest
share of in-store & external search traffic
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#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which are the in-store keywords used to drive
traffic to the apps with highest search visibility?
SEARCHMAN
35.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
& which are the top keywords that mobile app users
are using more to look for them in external search?
36.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
With what type of content & results are
these apps rankings for these keywords?
APP
PACKS
APP
INDEXED
37.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
If you’re app indexing: Which are the keywords that are
already bringing visibility but low CTR to optimize?
Google
Search
Console
38.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
You will have now an expanded list of your mobile
keywords w/ their most useful metrics to prioritize them
Search
Volume
Competition
Relevance
Seasonality
Current
Rankings
CTR
Conversion
Rate
Mobile Web
& App
+
39.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
It’s time to make the most out of your audience
mobile search behavior… and potential!
40.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
To obtain sustainable & aligned mobile search
growth and better conversions over time
MOBILE
APP
MOBILE
WEB
41.
#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Questions?