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The 30 Minute Mobile SEO Audit

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The 30 Minute Mobile SEO Audit

  1. 1. The 30 Minute Audit: Mobile SEO George Freitag Sr. SEO Strategist @georgefreitag
  2. 2. #PortentU #PortentU The Mobile SEO Audit
  3. 3. About me. Illustration by @flashmurphy
  4. 4. #PortentU The Mobile SEO Audit What do you mean “mobile”?
  5. 5. “Mobile” Devices Tablets
  6. 6. 6 Mobile Friendly site on smartphones
  7. 7. 7 Mobile Friendly site on tablet Nothing!
  8. 8. 8 Why it’s important
  9. 9. 9
  10. 10. There was also this…
  11. 11. Mobilegeddon!!! Or…
  12. 12. #PortentU The Mobile SEO Audit THE NEW ERA
  13. 13. #PortentU The Mobile SEO Audit •  Affects mobile searches •  Page by page test •  Simple pass/fail test •  Lots of sites failed Good news •  Affects mobile searches •  Page by page test •  Simple pass/fail test •  Lots of sites failed Bad news
  14. 14. 14
  15. 15. 15 12% increase in visibility for mobile- friendly websites from a week ago. Source:  Advanced  Web  Ranking  
  16. 16. 16 “Mobile-Friendly” URLs on 1st page increased from 66.3% to 70.1% Source:  Moz  
  17. 17. #PortentU The Mobile SEO Audit The Audit
  18. 18. You think your site is mobile friendly and you want to be sure. Your site isn’t mobile friendly but you want to be. Case 1: Case 2:
  19. 19. Analyzing your traffic
  20. 20. Find drops in mobile traffic. (8 min.)
  21. 21. 21 Mobile Overview.
  22. 22. 22 Compare to previous period.
  23. 23. 23 If there’s a drop in mobile but not desktop and tablet…
  24. 24. 24 There’s a better way…
  25. 25. 25 Segment Out Mobile and Others
  26. 26. 26 Drill down to Organic traffic Select “Medium” Click advancedoptions
  27. 27. 27 If mobile dropped but not tablet/ desktop, check it out.
  28. 28. 28 Prioritize pages by traffic drops
  29. 29. Do this in Adobe Analytics
  30. 30. 30 In Adobe you can just apply multiple segments
  31. 31. 31 Export list of pages that dropped
  32. 32. If you want, sort pages by change
  33. 33. #PortentU The Mobile SEO Audit Compare traffic by industry (2 min.)
  34. 34. 34 Turn on benchmarking.
  35. 35. 35 Pick your market.
  36. 36. 36 Select Region
  37. 37. 37 Select Traffic
  38. 38. 38 See how you compare to your industry.
  39. 39. Check Query Data (5 min.)
  40. 40. 40 Look for drops in queries Filter branded queries Filter to Mobile Enable “Change”
  41. 41. 41 Download table data
  42. 42. 42 Look for drops in page-level metrics (you’ll have to re- do your filters) Look for drops
  43. 43. #PortentU The Mobile SEO Audit Being mobile friendly
  44. 44. Lookin’ good
  45. 45. But then…
  46. 46. Mobile Usability Test. (10 min)
  47. 47. 48 Get a summary of pages that have issues
  48. 48. Break down issues by page
  49. 49. Get a rundown on the issues
  50. 50. Takes you right to mobile friendly test.
  51. 51. Spot-check because it’s just plain wrong sometimes.
  52. 52. Go back to list and Download it
  53. 53. Common Mobile-Friendly Issues
  54. 54. In search, there are basically just 2 ways to do mobile.
  55. 55. #PortentU The Mobile SEO Audit Separate URL Solution Single URL Solution
  56. 56. 57 Single URL Problem: Google doesn’t think your site’s OK. Responsive Dynamic Serving
  57. 57. 58 #1 Culprit: Blocked resources User-­‐agent:  *   Disallow:  /css/   Disallow:  /js/   Look for this in your robots.txt
  58. 58. 59 #2 Culprit: Non-scaling images and videos Video isn’t scaling to screen Update YouTube embed codes or use this
  59. 59. •  Button size/placement •  Font sizes •  Viewport configuration Other culprits #PortentU The Mobile SEO Audit
  60. 60. 61 Separate URLs: Google can’t find your mobile page ?
  61. 61. 62 Use the rel alternate tag <link  rel="alternate"  media="only  screen  and   (max-­‐width:  640px)"   href="http://m.example.com/page-­‐1"  >   <link  rel="canonical"     href="http://www.example.com/ page-­‐1"  >   Both desktop and mobile canonical tags point to DESKTOP URL Desktop URL points to Mobile URL
  62. 62. 63 Don’t make a mobile XML sitemap; Annotate your normal XML sitemap <?xml  version="1.0"  encoding="UTF-­‐8"?>   <urlset  xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"                  xmlns:xhtml="http://www.w3.org/1999/xhtml">   <url>   <loc>http://www.example.com/page-­‐1/</loc>   <xhtml:link          rel="alternate"          media="only  screen  and  (max-­‐width:  640px)"          href="http://m.example.com/page-­‐1"  />   </url>   </urlset>   Add this to every <url>
  63. 63. making a plan
  64. 64. Get a list of URLs to fix (5 min) Case 1: You have specific URLs to fix
  65. 65. 66 Take list of mobile issue URLs you got from Webmaster Tools
  66. 66. 67 Match to landing page export from Analytics
  67. 67. 68 Use vlookup to get a prioritized list of mobile URLs to fix
  68. 68. Build a case (5 min) …or Case 2: You have a lot to fix
  69. 69. If it’s a something you can just point out, like a robots.txt block or missing rel=alt tag, that’ easy. Is it a site- wide issue? #PortentU The Mobile SEO Audit
  70. 70. If it needs more justification, use the tools you just learned to build a case for it. Is it a site- wide issue? #PortentU The Mobile SEO Audit
  71. 71. 72 Use Analytics to show lost revenue and traffic.
  72. 72. 73 Use benchmarking to show comparison to your industry.
  73. 73. 74 Use Queries and Impressions to show opportunity.
  74. 74. 75 Use Mobile Usability show how it’s a problem and check your work.
  75. 75. Bonus 1: Schema.org
  76. 76. 77 Site Name Markup
  77. 77. 78 Breadcrumb Markup
  78. 78. 79 Review Markup STARS!!!
  79. 79. Bonus 2: Page Speed
  80. 80. 81 Use PageSpeed Insights It even tells you what to do
  81. 81. Bonus 3: Local anything
  82. 82. Start here.
  83. 83. You did it! BEST SITE EVER!
  84. 84. Prepared by George Freitag SEO Strategist @georgefreitag Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 YOU. #PortentU The Mobile SEO Audit

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