how to perform a mobile web & app seo audit: key criteria, validations & tools
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HOW TO PERFORM A MOBILE SEO AUDITKey criteria, validations & tools
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I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA
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@ALEYDA
I SHARE
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http://www.lukew.com/ff/entry.asp?1943
We live in a multi-device world
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Driven by cross-platform & multi-channel search
http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369
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with still a huge potential to grow
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and although Google doesn’t have a separate Mobile Web index at the moment…
http://searchengineland.com/technically-you-can-have-completely-different-content-on-mobile-says-google-222261
mobile optimization is a Google Ranking Factor (for mobile Web search results)
https://googlewebmastercentral.blogspot.com.es/2015/04/rolling-out-mobile-friendly-update.html
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http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html
There’s an evolving Web & app search integration
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Voice answers & Google Now Cross-platform search integration
https://developers.google.com/schemas/
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Companies have focused on quick mobile SEO actions because of the “Mobilegeddon”
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Some others have even forgotten about it…
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With nasty consequences!
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Here’s how to do a mobile SEO audit to start doing the most out of it…
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Let’s start with the basics: Validating if your Web is really optimized for Mobile
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Do you have a mobile Website?
https://www.google.com/webmasters/tools/mobile-friendly/
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ANY CRAWLER NOWADAYS SUPPORT IT:
SCREAMING FROG, ONPAGE, ETC.
crawl, crawl, crawl your site, like a mobile bot
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and start asking some fundamental questions: Are there non-relevant redirects?
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GOOGLE SEARCH CONSOLE +
GOOGLE ANALYTICS + URL PROFILER
Which of your best performing pages are still not mobile ready?
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http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/
Here’s how you can do it by using URLprofiler
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Which of your top visited & money making mobile pages have technical & content issues
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RESPONSIVE
DYNAMIC PUBLISHING
PARALLEL MOBILE VERSION
https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
Remember there’s no silver bullet…
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any Mobile Web configuration has best practices
ALLOWING CSS, JS & IMAGES CRAWLING IS FUNDAMENTAL
AS WELL AS SPEED
USE THE VARY HTTP HEADER & CORRECTLY SERVE THE RELEVANT CONTENT FOR THE APPROPRIATE
CRAWLER
INCLUDE THE REL CANONICAL & ALTERNATE TAGS, AS WELL AS
REDIRECTS BETWEEN THE MOBILE & DESKTOP URLS
PARALLEL MOBILE VERSION
DYNAMIC PUBLISHING
RESPONSIVE
https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en
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https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html
Are there mobile interstitials (or pop-ups)? Use App banners instead…
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How your mobile Web speed? It matters here more than anywhere else
GOOGLE SEARCH
CONSOLE + GOOGLE
ANALYTICS + URL PROFILER
GOT AMP?
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and from a mobile usability perspective?
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Think beyond the bot too, validate all aspects that might affect your users!
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Now it’s time to validate your current mobile search visibility & performance
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SISTRIX MOBILE REPORTING
What’s your current mobile Web ranking status?
SEOMONITOR GOOGLE SEARCH
CONSOLE & GOOGLE ANALYTICS
INTEGRATION
Get this information from Sistrix, SEMrush, SearchMetrics & SEOmonitor
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ONPAGE.ORG IMPACT
What’s the gap of queries & pages providing your current mobile search visibility vs. historical ones?
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RankTank Mobile Friendly Site Test
SERP Tool or Chrome Dev Tools
How are your top mobile Web ranking pages shown in mobile serps?
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Sistrix & SEMrush
Now you understand your current mobile search ranking performance & opportunities!
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How’s this compared with your Mobile search competitors & industry performance?
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SEMrush
Which queries have the most overall potential in your industry’s mobile searches?
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SEMRUSH
For which queries are your competitors ranking in mobile search results?
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SEMRUSH
Compare them with your own
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SISTRIX
For which popular mobile search queries they’re still not ranking or lost visibility?
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similarweb
And what can you expect from your mobile optimization efforts?
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CURRENT RANKING STATUS
TOP MOBILE PAGES & QUERIES
NON-OPTIMIZED
MOBILE PAGES
MOST POTENTIAL
MOBILE KEYWORDS
COMPETITORS TARGETED MOBILE
KEYWORDS
EXPECTED MOBILE SEARCH TRAFFIC
Now you can better prioritize & target your mobile Web optimization efforts…
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And from an app perspective?
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App store discoverability has challenges, from the non-friendly UI
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To consumption ones
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apptweak
App Name Publisher Name In-App Purchases Keywords App Description Screenshots Icon App previews
On-Metadata
Reviews & Ratings Incoming Links Total Downloads
Off-Metadata
https://www.apptweak.com/learn/why-aso-is-not-seo-but-looks-like-it
& basic stores current ranking factors
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Check out Emily’s post & analysis about it
http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319
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First, your mobile Web & app strategy should be aligned to maximize their potential
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Do you have your own mobile app landing pages?
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https://developers.google.com/app-indexing/introduction?hl=en
It’s the moment to start app indexing and get mobile Web search visibility to your app
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http://search-codelabs.appspot.com/codelabs/android-deep-linking
Follow this step by step from Google
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https://developers.google.com/app-indexing/android/test
Test your app indexing implementation
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Register your app with Google Search
Console
and start tracking your app search data: Which app content & queries are providing visibility?
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Which content is causing crawling issues?
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Google Search Console
Verify how Google access to your top mobile app screens
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USE SIMILARWEB MOBILE APP
INSIGHTS
Identify which are your industry’s top app competitors, their trends & keywords
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What’s your app competitors ranking & rating behavior vs. yours?
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Which are their main traffic sources both in-store & external vs. yours? Are they app indexing?
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Which are the in-store & search engine keywords for which they’re ranking?
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How does this traffic translate in usage, installs, active users patterns…
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As well as retention & churn?
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KEYWORDS TO FOCUS IN-STORE & WEB
SEARCH
TRAFFIC SOURCES TO
LEVERAGE IN APP STORE &
EXTERNAL
APP CONTENT TO
OPTIMIZE
PROMOTIONAL ACTIONS TO
DEVELOPAPP
INDEXING ISSUES
POTENTIAL APP
KEYWORDS
Use this data to define a strategic mobile app optimization plan
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A few reminders though before starting the mobile SEO audit & strategy…
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Remember there are actions that are not only mobile focused but can bring additional mobile engagement
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https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails
TO BE INCLUDED IN
GOOGLE NOW
Such as the usage of schema: not only to increase visibility with rich snippets but with Now cards
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HIGHLIGHTS IN INBOX
https://developers.google.com/gmail/markup/overview
or by being highlighted in email inbox too
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and don’t forget to track & monitor both mobile Web & app
WINCHER & MOBILE ACTION
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SERPWOO
as well as the overall mobile serps
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It’s time to make the most out of mobile now!
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Thank you! Questions?