keyword research in a mobile world #pubconaustin

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti

Keyword Research in a Mobile World


Hello #PubconAustin


I SPEAK

I DO SEO CONSULTING

ORAINTI.COM

I WRITE

I’M ALEYDA

I TWEET

@ALEYDA


I SHARE

FB.COM/ALEYDASEOTIPS/

http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/


We live in a multi-device world

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


Officially driven by multi-device search… with the mobile search share growing more & more

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


And not only in tech heavy industries, but local, ecommerce, … and even b2b!

Local

Ecommerce

News


Google still doesn’t have a mobile index but mobile optimization is a ranking factor that is becoming more & more important over time

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


As well as their efforts towards a Mobile Web & app search experience integration

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

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


It’s then a must to identify & target your mobile Web & app audience specific search behavior

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


Which will drive your Mobile SEO actions with an aligned strategy


Let’s use a few tools with mobile search data segments & filters to identify this information

ONPAGE.ORG

SEOMONITOR

GOOGLE SEARCH

CONSOLE

SIMILARWEB

GOOGLE KEYWORD

FINDER

SEMRUSH

SISTRIX

EXTERNALINTERNAL

URLPROFILER

SEARCHMAN

http://onpage.org


Which are those keywords bringing the highest search volume from mobile devices in your sector?

1


Identify those with a highest search volume coming from mobile devices at the moment

GOOGLE SEARCH

CONSOLE


Which are the pages ranking for them: Are these mobile oriented? What are their positions & CTR?

ONPAGE.ORG IMPACT

http://onpage.org


You can also get this data with URLProfiler if you prefer to integrate GA traffic data to prioritize them

GOOGLE SEARCH CONSOLE +

GOOGLE ANALYTICS + URL PROFILER


Verify with Chrome Mobile Emulator how the pages with Lower CTR are shown in mobile results

GOOGLE SEARCH CONSOLE +

GOOGLE ANALYTICS + URL PROFILER


Use your keywords with highest mobile share as an input to expand them with additional mobile terms

SEMRUSH


As well as those that you can identify as relevant of your own current mobile content by using TF*IDF

OnPage.org TF-IDF

http://onpage.org

#MobileKWresearch at #PubconAustin by @Aleyda from @Orainti2

Which are those terms already bringing more mobile organic search traffic to your competitors?


Verify which are those competitors with highest share of mobile search visibility to prioritize them

SISTRIX


Check which are the terms for which they are getting this visibility, along their competition & traffic potential


Compare the terms vs. your competitors: Identify the ones with highest mobile volume & less competition


Check also their historical mobile rankings to see which terms they have lost & win over time


Which categories and area pages are they ranking with in mobile? What’s the gap vs. your content?

3


Check your competitors pages with highest mobile search traffic with SEMrush


Do the same at a subdirectory (or subdomain) level to verify which are their top mobile categories


Compare them vs. your own top mobile pages & areas, by using OnPage.org Impact “Directories” report…

http://onpage.org


… & with SEOmonitor, which will also categorize them based on topics. Use their conversion to prioritize!


As well as their search volume

GOOGLE KEYWORD

FINDER


And what about Mobile App keywords data? Identify and use them to expand the ones you have &

identify multiplatform opportunities

4


Which keywords are the most used overall in your app category across your countries?

SIMILARWEB


Which are your top competitors per country in your related categories in the Apple Store & Google Play?


Select those competitors with the highest share of in-store & external search traffic


Which are the in-store keywords used to drive traffic to the apps with highest search visibility?

SEARCHMAN


& which are the top keywords that mobile app users are using more to look for them in external search?


With what type of content & results are these apps rankings for these keywords?

APP PACKS

APP INDEXED


If you’re app indexing: Which are the keywords that are already bringing visibility but low CTR to optimize?

Google Search Console


You will have now an expanded list of your mobile keywords w/ their most useful metrics to prioritize them

Search Volume

Competition

Relevance

Seasonality

Current Rankings

CTR

Conversion Rate

Mobile Web & App

+


It’s time to make the most out of your audience mobile search behavior… and potential!


To obtain sustainable & aligned mobile search growth and better conversions over time

MOBILE APP

MOBILE WEB


Questions?