Mobile SEO Strategy Part 2 – The Tools - by Benjamin Spiegel

Posted: September 21st, 2011 by Benjamin Spiegel

Mobile SEO Part 2 – The Tools & Research

Continuing on from Part 1 – What is mobile SEO we are looking today at the tools and ways to do your keyword insights and some initial ways to measure success and also establish a baseline / KPIs. If you have missed Part1 I would sugest you read this first, in case you decide not too, you should be aware that we are talking about smartphone SEO not mobile SEO, there is a dramatic difference as we will explain throughout this series .

1. Search Volume and keyword suggestions

The first step in any SEO campaign kickoff is the keyword research, thanks to google’s latest updates we have now a variety of ways to obtain the Smartphone (again smartphone != mobile) search volume. My favorite tool of choice is still the google adWords keyword research tool. Google recently added data for mobile volume / competition etc. They separate it into 4 separate groups:

  1. Desktop and laptop Devices
  2. All Mobile Devices
  3. Mobile WAP Devices
  4.  Mobile devices with Full Internet Browsers

This allows you and your team to evaluate the overall volume as well obtain suggestions for similar keywords / phrases. However I would still remain careful with the Total searches google estimates for some of their suggestions as they seem rather high ;)
Adwords Mobile Filtering for Mobile SEO

2. Keyword Suggestions and Trends

Unfortunately google trends has not yet updated its filtering functions to include mobile trends, I am sure they will add this functionality at some point, but again as of now, there is no option to filter for mobile trends yet! We will go further into strategy in a later chapter…
But for no a quick approach we follow is to get last years data from google trends, see what are the upcoming initiatives or seasonal items
Google Trends YoY
We would then take these keywords and run them against the mobile search volume within google adowrds mobile and extract longtail keywords from that as well. For additional longtail optimization I would suggest then running those keywords trough autosuggest on google mobile and other mobile search engines and devices.

3. Establishing a baseline

So where do we start in terms of measurements?  We would suggest 2 base KPIs for any mobile SEO camp:

  1. Measure user engagement for mobile Clients (Bounce, Time on site etc)
  2. Search Engine Results page Clicktorugh rate

The first one is fairly easy since analytics comes by default with a mobile user segment which allows us to run some simple reports against all mobile users.
Analytics Mobile Metrics
For the SERP CTR we are thankfull again to a recent update in Google’s webmaster tool that now allows us to display the CTR on the results pages for smartphone SERps. From there we can establish which results where displayed on mobile devices and what our Click Trough rate was, then we can modify Meta Descriptions and Title tags to fit better into the mobile shelf!
Webmaster Tools Mobile Filter

 

So what now?

As already promised in Part 1 of this mobile SEO Tutorial we will get into actionable items in a later chapter, but next on my list is one of the more existing parts of this: The future of Mobile SEO!
So for now go ahead, look at where you currently are in terms of metrics and goals, see if you keyword strategy aligns with your visitors and goals. And in the next Chapter we will start to actually get our hands dirty!

But if you are in a rush and need help getting your site ready, free to fill out our Free SEO Quote

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Mobile SEO Strategy Part 1 - by Benjamin Spiegel

Posted: September 20th, 2011 by Benjamin Spiegel

During the past months the mobile search landscape has changed dramatically, google has retracted and clarified his own comments and statements on multiple occasions. During my daily business dealings with Agency’s and Brand’s I have noticed that even many of the top agency’s out there approaching mobile from the wrong perspective and basing their decisions on faulty facts.

During this 7 Part Series i will try to clarify the current state of things as well as the process and up to date guidelines on the mobile SEO process. These articles will be split into 7 Parts:

  1. What is Mobile SEO
  2. Tools & Research
  3. The Future
  4. Measurements
  5. Actionable Items
  6. Future Proofing
  7. Ongoing Activates

1. What is mobile SEO?

Okay before we start diving into the tech stuff and tools, I think we need to clarify a few things.. Through this article we will make 2 assumptions:

    1. Our goal search engine is Google (I will add Bing info in a later chapter)
    2. We are planning on working with a Smartphone site (Not a WAP/WML etc site)

The first faulty assumption everybody is making is that when Google says mobile site they are talking about a smartphone site, THIS IS WRONG!

Google makes it VERY clear that a smartphone sites is not considered a mobile site and there will NEVER be displayed in the search engine results pages.

This is a very important factor when basing research or actionable items on Google’s statements or guidelines. Now that this is clear, let’s talk about KPIs. How do we measure success? It can surely not be measured like a regular site, there is no SERP, and there is no keyword based conversions. So wat actually happens, as of today Google seems to be delivering the same Search Engine Results page to Desktop users. Even the results URLs are not mobile URLs they are the Desktop URLS. What does that mean for the internet marketer? Basically those normal optimization techniques such as link building, Meta tag optimization and the usual “Tricks” do not really apply. So again how do we measure mobile SEO success? Due to changes and upgrades in Google’s toolkit we are now able to due specific filtering based on smartphone metrics and usage. In tomorrow’s part 2 we will highlight some of the techniques and a sample mobile SEO Cycle.

If you are interested in having your site optimized, please feel free to fill out our Free SEO Quote

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