#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Keyword Research in a Mobile World

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Hello #PubconAustin

#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/

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
We live in a multi-device world
http://www.lukew.com/ff/entry.asp?1943

#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

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
And not only in tech heavy industries, but
local, ecommerce, … and even b2b!
Local
Ecommerce
News

#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

#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

#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/

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which will drive your Mobile SEO
actions with an aligned strategy

#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

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which are those keywords bringing the highest
search volume from mobile devices in your sector?
1

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Identify those with a highest search volume
coming from mobile devices at the moment
GOOGLE
SEARCH
CONSOLE

#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

#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

#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

#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

#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

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
2
Which are those terms already bringing more
mobile organic search traffic to your competitors?

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Verify which are those competitors with highest share
of mobile search visibility to prioritize them
SISTRIX

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Check which are the terms for which they are getting
this visibility, along their competition & traffic potential

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Compare the terms vs. your competitors: Identify the
ones with highest mobile volume & less competition

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Check also their historical mobile rankings to see
which terms they have lost & win over time

#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

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Check your competitors pages with highest
mobile search traffic with SEMrush

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Do the same at a subdirectory (or subdomain) level
to verify which are their top mobile categories

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Compare them vs. your own top mobile pages & areas,
by using OnPage.org Impact “Directories” report…

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
… & with SEOmonitor, which will also categorize them
based on topics. Use their conversion to prioritize!

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
As well as their search volume
GOOGLE
KEYWORD
FINDER

#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

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which keywords are the most used overall in
your app category across your countries?
SIMILARWEB

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Which are your top competitors per country in your
related categories in the Apple Store & Google Play?

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Select those competitors with the highest
share of in-store & external search traffic

#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

#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?

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
With what type of content & results are
these apps rankings for these keywords?
APP
PACKS
APP
INDEXED

#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

#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
+

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
It’s time to make the most out of your audience
mobile search behavior… and potential!

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
To obtain sustainable & aligned mobile search
growth and better conversions over time
MOBILE
APP
MOBILE
WEB

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti
Questions?