The 30 Minute Mobile SEO Audit

The 30 Minute Audit: Mobile SEO

George Freitag Sr. SEO Strategist

@georgefreitag

#PortentU

#PortentU The Mobile SEO Audit

About me.

Illustration by @flashmurphy

#PortentU The Mobile SEO Audit

What do you mean “mobile”?

“Mobile” Devices Tablets

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Mobile Friendly site on smartphones

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Mobile Friendly site on tablet

Nothing!

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Why it’s important

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There was also this…

Mobilegeddon!!!

Or…

#PortentU The Mobile SEO Audit

THE NEW ERA

#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

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15

12% increase in visibility for mobile-friendly websites from a week ago.

Source:  Advanced  Web  Ranking  

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“Mobile-Friendly” URLs on 1st page increased from 66.3% to 70.1%

Source:  Moz  

#PortentU The Mobile SEO Audit

The Audit

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:

Analyzing your traffic

Find drops in mobile traffic. (8 min.)

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Mobile Overview.

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Compare to previous period.

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If there’s a drop in mobile but not desktop and tablet…

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There’s a better way…

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Segment Out Mobile and Others

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Drill down to Organic traffic

Select

“Medium”

Click advanced options

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If mobile dropped but not tablet/desktop, check it out.

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Prioritize pages by traffic drops

Do this in Adobe Analytics

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In Adobe you can just apply multiple segments

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Export list of pages that dropped

If you want, sort pages by change

#PortentU The Mobile SEO Audit Compare

traffic by industry (2 min.)

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Turn on benchmarking.

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Pick your market.

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Select Region

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Select Traffic

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See how you compare to your industry.

Check Query Data (5 min.)

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Look for drops in queries

Filter branded

queries

Filter to Mobile

Enable “Change”

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Download table data

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Look for drops in page-level metrics

(you’ll have to re-do your filters)

Look for drops

#PortentU The Mobile SEO Audit

Being mobile

friendly

Lookin’ good

But then…

Mobile Usability Test. (10 min)

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Get a summary of pages that have issues

Break down issues by

page

Get a rundown

on the issues

Takes you right to mobile

friendly test.

Spot-check because it’s

just plain wrong

sometimes.

Go back to list and

Download it

Common Mobile-Friendly

Issues

In search, there are basically just 2 ways to do mobile.

#PortentU The Mobile SEO Audit Separate URL

Solution Single URL

Solution

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Single URL Problem: Google doesn’t think your site’s OK.

Responsive Dynamic Serving

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#1 Culprit: Blocked resources

User-­‐agent:  *  Disallow:  /css/  Disallow:  /js/  

Look for this in

your robots.txt

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#2 Culprit: Non-scaling images and videos

Video isn’t

scaling to

screen Update

YouTube embed

codes or use

this

•  Button size/placement

•  Font sizes

•  Viewport configuration

Other culprits

#PortentU The Mobile SEO Audit

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Separate URLs: Google can’t find your mobile page

?

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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

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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>

makinga plan

Get a list of URLs to fix (5 min)

Case 1: You have specific URLs to fix

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Take list of mobile issue URLs you got from Webmaster Tools

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Match to landing page export from Analytics

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Use vlookup to get a prioritized list of mobile URLs to fix

Build a case (5 min)

…or Case 2: You have a lot to fix

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

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

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Use Analytics to show lost revenue and traffic.

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Use benchmarking to show comparison to your industry.

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Use Queries and Impressions to show opportunity.

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Use Mobile Usability show how it’s a problem and check your work.

Bonus 1:Schema.org

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Site Name

Markup

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Breadcrumb

Markup

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Review

Markup

STARS!!!

Bonus 2:Page

Speed

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Use PageSpeed Insights

It even tells

you what to

do

Bonus 3:Local

anything

Start here.

You did it!

BEST SITE EVER!

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