Ever wondered is optimization of any kind; be it in physical training of muscles or internet is an everlasting task. So why is Mobile Site Optimization be any different Considering you deployed the best resources for your mobile site and it’s up and about, there’s always a quest as to how its working, which pages are receiving more mobile search visibility, how optimized and popular are these pages, which keywords are providing visibility from the mobile search visibility to most visited pages and how are your competitors doing in mobile site.
No SEO analysis can be completed without taking the mobile or other devices into consideration for digging up the organic search behaviour. It’s a relief that there are tools and analytics that not only support and add mobile filters and functionality but can also generate deep insights about Mobile SEO Performance. We have discussed the steps and tools that’ll help you achieve this:-
- Download top mobile pages from Google Webmaster Tools, under Search Queries area, Top Pages tab, by selecting the Mobile filter in the Search section. This will generate a list of the pages that have received the highest amount of impressions, clicks and best average position in mobile search results.
- Use this information to create a new Excel document gathering only with the list of these mobile URLs and crawl them by selecting Screaming Frog list mode and set the crawler’s user-agent to GoogleBot for Smartphones in order to see the most important on page information about those URLs such as HTTP status, title, meta description, canonical tags, meta robots, headings, word count, page size, etc. Not only this, you’ll be able to view these insights just as Google’s mobile crawler sees them.
- With the Screaming Frog on-page data, you can now import it to URL Profiler and combine it advantageously with the additional data sources the tool supports i.e., from Majestic Link metrics and Mozscape Authority and Link related data (both their basic accounts are free of cost), social share data and an option to connect with Google Analytics so as to import traffic data for a specific period of a specified site.
- Connecting with Google Analytics allows you to select a segment such as the mobile traffic to specifically see the mobile traffic behavior in these pages. This is highly useful if your mobile site is using responsive or dynamic serving site structure.
- At this point, you have gathered the following:
- URL Profiler combined file
- Screaming Frog crawled data
- Google Analytics traffic data
- Majestic and Mozscape link related metrics
- Social Share data
You will now need to combine these manually with the Google Webmaster Tools mobile search visibility data that you collected in Step-1.
- After combining the two files information and some pruning of the data for only what is meaningful to your analysis, you will be able to easily and (of course) quickly be in a position to answer the most critical questions about mobile search performance of your site:
- Which of the pages have a better mobile ranking?
- How these rankings translate to mobile traffic and conversion?
- How optimized these pages are when crawled by Google Mobile Bot
- What is the link popularity of these pages?
- How often are these pages share in social networks?
That’s pretty insightful after a series of Herculean Tasks. Good news! There are now some tools available that can make this analysis quicker and easier.
- In addition to this, you can also include keyword related information for the analyzed pages. This can answer questions like: for which keywords are these pages ranking in mobile search results, how can you also identify competitors? mobile related performance, etc.
Here’s How You Can Execute This:
You can gather the query information for your top pages manually through Google Webmaster Tools. Though don’t get into analyzing the performance of a large amount of keywords of a large amount of pages as it can be a very time-consuming task.
Here’s how you can tackle this- You can download directly the mobile query related data by selecting the Mobile filter again but this time do it from the Top Queries tab in the Google Webmaster Tools under Search Queries area and use the SEMrush mobile position tracking feature. This feature allows you to track your mobile or tablet rankings, not just for desktop version.
You can exploit this feature by importing the queries with a file or connecting the service with Google Webmaster Tools to SEMrush Position Tracking and also add the domains of your competitors and your own to track their mobile search rankings for the desired keywords.
Want more, You can even identify new potential keyword opportunities for which you might not have any type of visibility, by using the Google Keyword Planner which now provides a Mobile breakdown too for search volume information.
For all your analytics on your mobile rankings for your domain and your competitors pages under specified keywords SEMrush Position Tracking will come to your rescue. You will be able to export the analytics as a CSV or Excel sheet. You can use it again, with the mobile keyword data intact to start deciphering your mobile SEO performance and gain a better understanding of the reason behind those rankings.
So, go ahead and give it a try and see how you’re outperforming your competitors in Mobile Site Optimization!