How to Perform a Mobile Web & App SEO Audit: Key Criteria, Validations & Tools

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI

HOW TO PERFORM A MOBILE SEO AUDITKey criteria, validations & tools


I SPEAK

I DO SEO

ORAINTI.COM

I WRITE

I’M ALEYDA


@ALEYDA

I SHARE

http://ORAINTI.COM

http://@ALEYDA


http://www.lukew.com/ff/entry.asp?1943

We live in a multi-device world


Driven by cross-platform & multi-channel search

http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369

http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369


with still a huge potential to grow


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

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


https://googlewebmastercentral.blogspot.com.es/2015/04/rolling-out-mobile-friendly-update.html


http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html

There’s an evolving Web & app search integration

http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html


Voice answers & Google Now Cross-platform search integration

https://developers.google.com/schemas/

https://developers.google.com/schemas/


Companies have focused on quick mobile SEO actions because of the “Mobilegeddon”


Some others have even forgotten about it…


With nasty consequences!


Here’s how to do a mobile SEO audit to start doing the most out of it…


Let’s start with the basics: Validating if your Web is really optimized for Mobile

1


Do you have a mobile Website?

https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/


ANY CRAWLER NOWADAYS SUPPORT IT:

SCREAMING FROG, ONPAGE, ETC.

crawl, crawl, crawl your site, like a mobile bot


and start asking some fundamental questions: Are there non-relevant redirects?


GOOGLE SEARCH CONSOLE +

GOOGLE ANALYTICS + URL PROFILER

Which of your best performing pages are still not mobile ready?


http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/

Here’s how you can do it by using URLprofiler

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/


Which of your top visited & money making mobile pages have technical & content issues


RESPONSIVE

DYNAMIC PUBLISHING

PARALLEL MOBILE VERSION

https://developers.google.com/webmasters/mobile-sites/get-started/?hl=en

Remember there’s no silver bullet…



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://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html

Are there mobile interstitials (or pop-ups)? Use App banners instead…

https://developer.apple.com/library/mac/documentation/AppleApplications/Reference/SafariWebContent/PromotingAppswithAppBanners/PromotingAppswithAppBanners.html


How your mobile Web speed? It matters here more than anywhere else

GOOGLE SEARCH

CONSOLE + GOOGLE

ANALYTICS + URL PROFILER

GOT AMP?


and from a mobile usability perspective?


Think beyond the bot too, validate all aspects that might affect your users!


Now it’s time to validate your current mobile search visibility & performance

2


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



ONPAGE.ORG IMPACT

What’s the gap of queries & pages providing your current mobile search visibility vs. historical ones?

http://onpage.org


RankTank Mobile Friendly Site Test

SERP Tool or Chrome Dev Tools

How are your top mobile Web ranking pages shown in mobile serps?


Sistrix & SEMrush

Now you understand your current mobile search ranking performance & opportunities!


How’s this compared with your Mobile search competitors & industry performance?

3


SEMrush

Which queries have the most overall potential in your industry’s mobile searches?


SEMRUSH

For which queries are your competitors ranking in mobile search results?


SEMRUSH

Compare them with your own


SISTRIX

For which popular mobile search queries they’re still not ranking or lost visibility?


similarweb

And what can you expect from your mobile optimization efforts?


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…

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI4

And from an app perspective?


App store discoverability has challenges, from the non-friendly UI


To consumption ones


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

https://www.apptweak.com/learn/why-aso-is-not-seo-but-looks-like-it


Check out Emily’s post & analysis about it

http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319

http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319


First, your mobile Web & app strategy should be aligned to maximize their potential


Do you have your own mobile app landing pages?


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

https://developers.google.com/app-indexing/introduction?hl=en


http://search-codelabs.appspot.com/codelabs/android-deep-linking

Follow this step by step from Google

http://search-codelabs.appspot.com/codelabs/android-deep-linking


https://developers.google.com/app-indexing/android/test

Test your app indexing implementation

https://developers.google.com/app-indexing/android/test


Register your app with Google Search

Console

and start tracking your app search data: Which app content & queries are providing visibility?


Which content is causing crawling issues?


Google Search Console

Verify how Google access to your top mobile app screens


USE SIMILARWEB MOBILE APP

INSIGHTS

Identify which are your industry’s top app competitors, their trends & keywords


What’s your app competitors ranking & rating behavior vs. yours?


Which are their main traffic sources both in-store & external vs. yours? Are they app indexing?


Which are the in-store & search engine keywords for which they’re ranking?


How does this traffic translate in usage, installs, active users patterns…


As well as retention & churn?


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

#MOBILESEOAUDIT AT @WEBPROMOEXPERTS BY @ALEYDA FROM @ORAINTI5

A few reminders though before starting the mobile SEO audit & strategy…


Remember there are actions that are not only mobile focused but can bring additional mobile engagement


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

https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails


HIGHLIGHTS IN INBOX

https://developers.google.com/gmail/markup/overview

or by being highlighted in email inbox too

https://developers.google.com/gmail/markup/overview


and don’t forget to track & monitor both mobile Web & app

WINCHER & MOBILE ACTION


SERPWOO

as well as the overall mobile serps


It’s time to make the most out of mobile now!


Thank you! Questions?

How to Perform a Mobile Web & App SEO Audit: Key Criteria, Validations & Tools

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