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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
6
Mobile Friendly site on smartphones
7
Mobile Friendly site on tablet
Nothing!
8
Why it’s important
9
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
14
15
12% increase in visibility for mobile-friendly websites from a week ago.
Source: Advanced Web Ranking
16
“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.)
21
Mobile Overview.
22
Compare to previous period.
23
If there’s a drop in mobile but not desktop and tablet…
24
There’s a better way…
25
Segment Out Mobile and Others
26
Drill down to Organic traffic
Select
“Medium”
Click advanced options
27
If mobile dropped but not tablet/desktop, check it out.
28
Prioritize pages by traffic drops
Do this in Adobe Analytics
30
In Adobe you can just apply multiple segments
31
Export list of pages that dropped
If you want, sort pages by change
#PortentU The Mobile SEO Audit Compare
traffic by industry (2 min.)
34
Turn on benchmarking.
35
Pick your market.
36
Select Region
37
Select Traffic
38
See how you compare to your industry.
Check Query Data (5 min.)
40
Look for drops in queries
Filter branded
queries
Filter to Mobile
Enable “Change”
41
Download table data
42
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)
48
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
57
Single URL Problem: Google doesn’t think your site’s OK.
Responsive Dynamic Serving
58
#1 Culprit: Blocked resources
User-‐agent: * Disallow: /css/ Disallow: /js/
Look for this in
your robots.txt
59
#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
61
Separate URLs: Google can’t find your mobile page
?
62
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
63
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
66
Take list of mobile issue URLs you got from Webmaster Tools
67
Match to landing page export from Analytics
68
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
72
Use Analytics to show lost revenue and traffic.
73
Use benchmarking to show comparison to your industry.
74
Use Queries and Impressions to show opportunity.
75
Use Mobile Usability show how it’s a problem and check your work.
Bonus 1:Schema.org
77
Site Name
Markup
78
Breadcrumb
Markup
79
Review
Markup
STARS!!!
Bonus 2:Page
Speed
81
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