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#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?

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Keyword Research in a Mobile World #PubconAustin

  • 1. #MobileKWresearch at #PubconAustin by @Aleyda from @Orainti Keyword Research in a Mobile World
  • 2. #MobileKWresearch at #PubconAustin by @Aleyda from @Orainti Hello #PubconAustin
  • 3. #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/
  • 4. #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
  • 7. #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
  • 17. #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
  • 22. #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
  • 26. #MobileKWresearch at #PubconAustin by @Aleyda from @Orainti Do the same at a subdirectory (or subdomain) level to verify which are their top mobile categories
  • 27. #MobileKWresearch at #PubconAustin by @Aleyda from @Orainti Compare them vs. your own top mobile pages & areas, by using OnPage.org Impact “Directories” report…
  • 28. #MobileKWresearch at #PubconAustin by @Aleyda from @Orainti … & with SEOmonitor, which will also categorize them based on topics. Use their conversion to prioritize!
  • 29. #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
  • 34. #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?