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

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#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI TIPS, TOOLS & PROCESS FOR AN EFFECTIVE MOBILE SEO AUDIT

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

Page 1: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

TIPS, TOOLS & PROCESS FOR AN EFFECTIVE MOBILE SEO AUDIT

Page 2: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

HALLO MÜNCHEN

Page 3: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 4: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2011

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 5: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2011

MEH. I LITERALLY HAVE 5 MOBILE VISITS PER MONTH

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 6: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2012

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 7: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2012

THANKS BUT I HAVE ENOUGH CHASING PENGUINS!

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 8: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2013

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 9: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2013

EFFORT IS STILL TOO HIGH VS. THE POTENTIAL BENEFIT, SORRY!

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 10: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2014

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 11: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S GO TO 2014

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 12: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

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?

Page 13: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

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.

Page 14: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

LET’S COME BACK TO Q1 2015

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 15: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

MOBILE FRIENDLINESS AS A RANKING SIGNAL

WTF! MURPHY’S LAW.

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

Page 16: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

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

Page 17: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

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

Page 18: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 19: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 20: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

UNDERSTAND YOUR MOBILE SEARCH VISIBILITY & TRAFFIC

1

Page 21: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

WHICH ARE YOUR CURRENT TOP MOBILE SEARCH QUERIES & PAGES IN GWT?

VOLUME, IMPRESSIONS, CLICKS, CTR,

POSITION

Page 22: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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?

Page 23: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 24: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

WHAT’S THE GAP BETWEEN MOBILE & MOBILE ORGANIC TRAFFIC?

Page 25: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

WHICH ARE THE MOST USED MOBILE DEVICES & THEIR RELATED CONTENT & CONVERSIONS?

Page 26: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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?

Page 27: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

HOW’S YOUR MOBILE TRAFFIC VS. YOUR COMPETITORS?

USE SIMILARWEB

Page 28: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

VERIFY YOUR MOBILE SEARCH POTENTIAL & COMPETITION

2

Page 29: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 30: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 31: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 32: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 33: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

IDENTIFY YOUR MOBILE WEB OPTIMIZATION & POPULARITY LEVEL VS. YOUR COMPETITORS

3

Page 34: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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.

Page 35: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

IDENTIFY WHICH TYPE OF MOBILE SITE YOU HAVE

Page 36: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

USE USER AGENT SWITCHERS, VALIDATORS & EMULATORS

http://mattkersley.com/responsive/

http://goo.gl/vfo9Tf

Page 37: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 38: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 39: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

CHECK HOW THE GOOGLEBOT MOBILE “SEES” YOUR SITE CONTENT WITH THE FETCH AS G FEATURE

Page 40: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

USE GWT SMARTPHONE CRAWL ERRORS

Page 41: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

SEE HOW THESE ERRORS WERE CRAWLED

Page 42: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 43: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 44: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

Page 45: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

SEE THE TECHNICAL, POPULARITY, MOBILE TRAFFIC & VISIBILITY METRICS OF YOUR TOP MOBILE PAGES.

Page 46: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

YOU CAN NOW ANSWER QUESTIONS LIKE: WHICH PAGES HAVE A BETTER MOBILE SEARCH VISIBILITY?

Page 47: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

HOW DOES THIS RANKING TRANSLATE TO MOBILE TRAFFIC & CONVERSIONS?

Page 48: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

HOW ARE THESE PAGES SEEN AND HOW OPTIMIZED THEY ARE WHEN CRAWLED BY THE MOBILE BOT?

Page 49: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

HOW POPULAR ARE THESE PAGES? ARE THEY LINKED? ARE THEY SHARED IN SOCIAL NETWORKS?

Page 50: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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/

Page 51: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#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

LEVELYOUR

MOBILE SEARCH

POTENTIAL & AUDIENCE BEHAVIOR

Page 52: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

NOW IS YOUR TIME TO OWN MOBILE

WHO SAID MOBILE SEO AUDIT?

Page 53: Tips, Tools & Process for an effective Mobile SEO Audit #SMX Munich

DANKE #SMX MÜNCHEN!

#MOBILESEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI