Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

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Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

  1. 1. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI TIPS, TOOLS & PROCESS FOR AN EFFECTIVE MOBILE SEO AUDIT
  2. 2. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HALLO MÜNCHEN
  3. 3. SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO I’M ALEYDA SOLIS #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  4. 4. LET’S GO TO 2011 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  5. 5. LET’S GO TO 2011 MEH. I LITERALLY HAVE 5 MOBILE VISITS PER MONTH #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  6. 6. LET’S GO TO 2012 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  7. 7. LET’S GO TO 2012 THANKS BUT I HAVE ENOUGH CHASING PENGUINS! #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  8. 8. LET’S GO TO 2013 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  9. 9. LET’S GO TO 2013 EFFORT IS STILL TOO HIGH VS. THE POTENTIAL BENEFIT, SORRY! #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  10. 10. LET’S GO TO 2014 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  11. 11. LET’S GO TO 2014 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  12. 12. LET’S GO TO 2014 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI WE HAD PLANNED A REDESIGN AND GOING RESPONSIVE ANYWAY… THAT SHOULD BE GOOD ENOUGH RIGHT?
  13. 13. LET’S GO TO 2014 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI NOW I SEE THE POINT! I WILL INCLUDE A COMPLETE MOBILE SEO AUDIT & OPTIMIZATION IN Q2 PLANS FOR 2015.
  14. 14. LET’S COME BACK TO Q1 2015 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  15. 15. MOBILE FRIENDLINESS AS A RANKING SIGNAL WTF! MURPHY’S LAW. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  16. 16. I WILL NEED TO DO THE MOBILE SEO AUDIT & IMPROVEMENTS ASAP! LET’S COME BACK TO Q1 2015 #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  17. 17. IT’S OUR OPPORTUNITY TO START OPTIMIZING FOR THE MOBILE ORGANIC SEARCH AUDIENCE #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IT’S THE TIME FOR A MOBILE SEO ANALYSIS PROCESS
  18. 18. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI NO PROBLEM. I’M GOING TO SHOW YOU HOW… IT’S NOT THAT HARD! IT’S THE TIME FOR A MOBILE SEO ANALYSIS PROCESS
  19. 19. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI LET’S FOLLOW THESE FUNDAMENTAL STEPS VERIFY YOUR MOBILE SEARCH POTENTIAL & AUDIENCE BEHAVIOR UNDERSTAND & MONITOR YOUR MOBILE SEARCH VISIBILITY & TRAFFIC IDENTIFY YOUR MOBILE SEARCH COMPETITIVENESS AUDIT & OPTIMIZE YOUR MOBILE WEB PRESENCE
  20. 20. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI UNDERSTAND YOUR MOBILE SEARCH VISIBILITY & TRAFFIC 1
  21. 21. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI WHICH ARE YOUR CURRENT TOP MOBILE SEARCH QUERIES & PAGES IN GWT? VOLUME, IMPRESSIONS, CLICKS, CTR, POSITION
  22. 22. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI WHICH ARE YOUR CURRENT TOP MOBILE SEARCH QUERIES & PAGES IN GWT? ARE THESE THE SAME THAN FOR DESKTOP?
  23. 23. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW DOES YOUR MOBILE & MOBILE ORGANIC TRAFFIC BEHAVE VS. YOUR DESKTOP & TABLET ONES? VOLUME, TREND OVER TIME, SEASONALITY, CONVERSIONS, CONVERSION RATE
  24. 24. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI WHAT’S THE GAP BETWEEN MOBILE & MOBILE ORGANIC TRAFFIC?
  25. 25. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI WHICH ARE THE MOST USED MOBILE DEVICES 
 & THEIR RELATED CONTENT & CONVERSIONS?
  26. 26. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI WHICH ARE YOUR MOST VISITED MOBILE PAGES, MOST POPULAR PRODUCTS, CONVERSIONS & RATES HOW ARE THESE COMPARED TO THE ONES OF DESKTOP & TABLET?
  27. 27. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW’S YOUR MOBILE TRAFFIC VS. YOUR COMPETITORS? USE SIMILARWEB
  28. 28. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI VERIFY YOUR MOBILE SEARCH POTENTIAL 
 & COMPETITION 2
  29. 29. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI USE YOUR GWT QUERIES & SEMRUSH KEYWORDS TO 
 EXPAND WITH IDEAS & ORGANIZE THEM IN CATEGORIES USE KEYWORDTOOL.IO & KWFINDER.COM
  30. 30. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI VERIFY WITH GOOGLE’S KEYWORD TOOL THE SEARCH VOLUME COMING FROM MOBILE DEVICES SEGMENT & SEARCH PER KEYWORDS CATEGORY
  31. 31. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IDENTIFY YOUR RANKINGS FOR THESE KEYWORDS AS WELL AS YOUR COMPETITORS USE SEMRUSH OR ADVANCED WEB RANKINGS
  32. 32. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI VERIFY HOW YOUR SITE LOOKS IN MOBILE SEARCH RESULTS WITH CHROME MOBILE EMULATION https://developer.chrome.com/ devtools/docs/device-mode CHECK YOUR OWN & COMPETITORS LINK POPULARITY WITH THE MOZ TOOLBAR
  33. 33. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IDENTIFY YOUR MOBILE WEB OPTIMIZATION 
 & POPULARITY LEVEL VS. YOUR COMPETITORS 3
  34. 34. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IS YOUR SITE MOBILE OPTIMIZED AT ALL? START BY USING GOOGLE MOBILE TEST & MOBILE USABILITY REPORT IN GWT.
  35. 35. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IDENTIFY WHICH TYPE OF MOBILE SITE YOU HAVE
  36. 36. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI USE USER AGENT SWITCHERS, VALIDATORS & EMULATORS http://mattkersley.com/responsive/ http://goo.gl/vfo9Tf
  37. 37. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI VERIFY YOUR SPEED PERFORMANCE PRIORITIZING YOUR MOST MOBILE VISITED PAGES USE THE SPEED SUGGESTIONS REPORT UNDER BEHAVIOR IN GOOGLE ANALYTICS
  38. 38. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI VERIFY YOUR SPEED PERFORMANCE PRIORITIZING YOUR MOST MOBILE VISITED PAGES USE GOOGLE’S PAGE SPEED INSIGHTS & GTMEXTRIX
  39. 39. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI CHECK HOW THE GOOGLEBOT MOBILE “SEES” 
 YOUR SITE CONTENT WITH THE FETCH AS G FEATURE
  40. 40. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI USE GWT SMARTPHONE CRAWL ERRORS
  41. 41. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI SEE HOW THESE ERRORS WERE CRAWLED
  42. 42. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI DOWNLOAD & CRAWL WITH SCREAMING FROG THESE ERROR PAGES TO SEE IF THEY STILL EXIST SELECT THE GOOGLEBOT FOR SMARTPHONES AND CRAWL USING THE LIST MODE, TO VALIDATE AND PRIORITIZE THEIR FIXING
  43. 43. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI DO THE SAME WITH YOUR TOP GWT MOBILE PAGES: DOWNLOAD, CRAWL & SAVE THEM NOW YOU HAVE THE MOBILE SEARCH VISIBILITY & MAIN ON-PAGE OPTIMIZATION ELEMENTS
  44. 44. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IMPORT THE CRAWLED URLS TO URLPROFILER TO INTEGRATE MOBILE TRAFFIC & POPULARITY METRICS URLPROFILER RECOGNIZES YOUR SCREAMING FROG EXPORT FILES & INTEGRATES WITH GA & MOZSCAPE
  45. 45. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI SEE THE TECHNICAL, POPULARITY, MOBILE TRAFFIC & VISIBILITY METRICS OF YOUR TOP MOBILE PAGES.
  46. 46. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI YOU CAN NOW ANSWER QUESTIONS LIKE: WHICH PAGES HAVE A BETTER MOBILE SEARCH VISIBILITY?
  47. 47. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW DOES THIS RANKING TRANSLATE TO MOBILE TRAFFIC & CONVERSIONS?
  48. 48. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW ARE THESE PAGES SEEN AND HOW OPTIMIZED THEY ARE WHEN CRAWLED BY THE MOBILE BOT?
  49. 49. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW POPULAR ARE THESE PAGES? ARE THEY LINKED? ARE THEY SHARED IN SOCIAL NETWORKS?
  50. 50. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI DO THE SAME WITH YOUR WHOLE SITE, TAKING 
 ALL INTERNAL PAGES INTO CONSIDERATION DO IT WITH YOUR COMPETITORS TOO! http://www.stateofdigital.com/easily-analyze- competitors-mobile-seo-performance/
  51. 51. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI YOU CAN NOW PRIORITIZE, FOCUS & EXECUTE YOUR MOBILE SEO STRATEGY BASED ON THESE CRITERIA YOUR CURRENT MOBILE VISIBILITY & TRAFFIC YOUR COMPETITORS PERFORMANCE YOUR TECHNICAL OPTIMIZATION & POPULARITY LEVEL YOUR MOBILE SEARCH POTENTIAL & AUDIENCE BEHAVIOR
  52. 52. #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI NOW IS YOUR TIME TO OWN MOBILE WHO SAID MOBILE SEO AUDIT?
  53. 53. DANKE #SMX MÜNCHEN! #MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

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