Everything You Need to Know About Mobile App Search

Posted by Justin_Briggs

Mobile isn’t the future. It’s the present. Mobile apps are not only changing how we interact with devices and websites, they’re changing the way we search. Companies are creating meaningful experiences on mobile-friendly websites and apps, which in turn create new opportunities to get in front of users.

I’d like to explore the growth of mobile app search and its current opportunities to gain visibility and drive engagement.

Rise of mobile app search

The growth of mobile device usage has driven a significant lift in app-related searches. This is giving rise to mobile app search as a vertical within traditional universal search.

While it has been clear for some time that mobile search is important, that importance has been more heavily emphasized by Google recently, as they continue to push
mobile-friendly labels in SERPs, and are likely increasing mobile-friendliness’s weight as a ranking factor.

The future of search marketing involves mobile, and it will not be limited to optimizing HTML webpages, creating responsive designs, and optimizing UX. Mobile SEO is a world where apps, knowledge graph, and conversational search are front and center.

For the
top 10 leading properties online, 34% of visitors are mobile-only (comScore data), and, anecdotally, we’re seeing similar numbers with our clients, if not more.

Mobile device and app growth

It’s also worth noting that
72% of mobile engagement relies on apps vs. on browsers. Looking at teen usage, apps are increasingly dominant. Additionally,
55% of teens use voice search more than once per day

If you haven’t read it, grab some coffee and read
A Teenagers View on Social Media, which is written by a 19-year old who gives his perspective of online behavior. Reading between the lines shows a number of subtle shifts in behavior. I noticed that every time I expected him say website, he said application. In fact, he referenced application 15 times, and it is the primary way he describes social networks.

This means that one of the fasting growing segments of mobile users cannot be marketed to by optimizing HTML webpages alone, requiring search marketers to expand their skills into app optimization.

The mobile app pack

This shift is giving rise to the mobile app pack and app search results, which are triggered on searches from mobile devices in instances of high mobile app intent. Think of these as being similar to local search results. Considering
mobile searcher behavior, these listings dominate user attention.

Mobile app search results and mobile app pack

As with local search, mobile app search can reorder traditional results, completely push them down, or integrate app listings with traditional web results.

You can test on your desktop using a
user-agent switcher, or by searching on your iOS or Android device. 

There are slight differences between iPhone and Android mobile app results:

iOS and Android mobile search result listing

From what I’ve seen, mobile app listings trigger more frequently, and with more results, on Android search results when compared to iOS. Additionally, iOS mobile app listings are represented as a traditional website result listing, while mobile app listings on Android are more integrated.

Some of the differences also come from the differences in app submission guidelines on the two major stores, the Apple App Store and Google Play.

Overview of differences in mobile app results

  1. Title – Google uses the app listing page’s HTML title (which is the app’s title). iOS app titles can exceed 55-62 characters, which causes wrapping and title truncation like a traditional result. Android app title requirements are shorter, so titles are typically shorter on Android mobile app listings.
  2. URL – iOS mobile app listings display the iTunes URL to the App Store as part of the search result.
  3. Icon – iOS icons are square and Android icons have rounded corners.
  4. Design – Android results stand out more, with an “Apps” headline above the pack and a link to Google Play at the end.
  5. App store content – The other differences show up in the copy, ratings, and reviews on each app store.

Ranking in mobile app search results

Ranking in mobile app search results is a
combination of App Store Optimization (ASO) and traditional SEO. The on-page factors are dependent upon your app listing, so optimization starts with having solid ASO. If you’re not familiar with ASO, it’s the process of optimizing your app listing for internal app store search.

Basics of ASO

Ranking in the Apple App Store and in Google Play is driven by two primary factors: keyword alignment and app performance. Text fields in the app store listing, such as title, description, and keyword list, align the app with a particular set of keywords. Performance metrics including download velocity, app ratings, and reviews determine how well the app will rank for each of those keywords. (Additionally, the Google Play algorithm may include external, web-based performance metrics like citations and links as ranking factors.)

App store ranking factors

Mobile app listing optimization

While I won’t explore ASO in-depth here, as it’s very similar to traditional SEO,
optimizing app listings is primarily a function of keyword targeting.

Tools like
Sensor Tower, MobileDevHQ, and App Annie can help you with mobile app keyword research. However, keep in mind that mobile app search listings show up in universal search, so it’s important to leverage traditional keyword research tools like the AdWords Tool or Google Trends.

While there are similarities with ASO, optimizing for these mobile app search listings on the web has some slight differences.

Differences between ASO & mobile app SEO targeting

  1. Titles – While the Apple App Store allows relatively long titles, they are limited to the preview length in organic search. Titles should be optimized with Google search in mind, in addition to optimizing for the app store. Additionally, several apps aggressively target keywords in their app title, but caution should be used as spamming keywords could influence app performance in Google.
  2. Description – The app description on the App Store may not be a factor in internal search, but it will impact external app search results. Leverage keyword targeting best practices when writing your iOS app description, as well as your Android app description.
  3. Device and platform keywords – When targeting for app store search, it is not as important to target terms related to the OS or device. However, these terms can help visibility in external search. Include device and OS terms, such as Android, Samsung Note, iOS, iPad, and iPhone.

App performance optimization

Outside of content optimization, Google looks at the performance of the app. On the Android side, they have access to the data, but for iOS they have to rely on publicly available information.

App performance factors

  • Number of ratings
  • Average rating score
  • Content and sentiment analysis of reviews
  • Downloads / installs
  • Engagement and retention
  • Internal links on app store

For iOS, the primary public metrics are ratings and reviews. However, app performance can be inferred using the App Store’s ranking charts and search results, which can be leveraged as proxies of these performance metrics.


The following objectives will have the greatest influence on your mobile app search ranking:

  1. Increase your average rating number
  2. Increase your number of ratings
  3. Increase downloads

For app ratings and reviews, leverage platforms like
Apptentive to improve your ratings. They are very effective at driving positive ratings. Additionally, paid tactics are a great way to drive install volume and are one area where paid budget capacity could directly influence organic results in Google. Anecdotally, both app stores use rating numbers (typically above or below 4 stars) to make decisions around promoting an app, either through merchandising spots or co-branded campaigns. I suspect this is being used as a general cut-off for what is displayed in universal results. Increasing your rating above 4 stars should improve the likelihood you’ll appear in mobile app search results.

Lastly, think of merchandising and rankings in terms of 
internal linking structures. The more visible you are inside of the app store, the more visibility you have in external search.

App web performance optimization

Lastly, we’re talking Google rankings, so factors like links, citations, and social shares matter. You should be
conducting content marketing, PR, and outreach for your app. Focus on merchandising your app on your own site, as well as increasing coverage of your app (linking to the app store page). The basics of link optimization apply here.

App indexation – drive app engagement

Application search is not limited to driving installs via app search results. With app indexing, you can leverage your desktop/mobile website visibility in organic search to drive engagement with those who have your app installed. Google can discover and expose content deep inside your app directly in search results. This means that when a user clicks on your website in organic search, it can open your app directly, taking them to that exact piece of content in your app, instead of opening your website.

App indexation fundamentally changes technical SEO, extending SEO from server and webpage setup to the setup and optimization of applications.

App indexation on Google

This also fundamentally changes search. Your most avid and engaged user may choose to no longer visit your website. For example, on my Note 4, when I click a link to a site of a brand that I have an app installed for, Google gives me the option not only to open in the app, but to set opening the app as a default behavior.

If a user chooses to open your site in your app, they may never visit your site from organic search again.

App indexation is currently limited to Android devices, but there is evidence to suggest that it’s already in the works and is
soon to be released on iOS devices. There have been hints for some time, but markup is showing up in the wild suggesting that Google is actively working with Apple and select brands to develop iOS app indexing.

URI optimization for apps

The first step in creating an indexable app is to set up your app to support deep links. Deep links are URIs that are understood by your app and will open up a specific piece of content. They are effectively URLs for applications.

Once this URI is supported, a user can be sent to deep content in the app. These can be discovered as alternates to your desktop site’s URLs, similar to how
separate-site mobile sites are defined as alternate URLs for the desktop site. In instances of proper context (on an Android device with the app installed), Google can direct a user to the app instead of the website.

Setting this up requires working with your app developer to implement changes inside the app as well as working with your website developers to add references on your desktop site.

Adding intent filters

Android has
documented the technical setup of deep links in detail, but it starts with setting up intent filters in an app’s Android manifest file. This is done with the following code.

<activity android:name="com.example.android.GizmosActivity"
android:label="@string/title_gizmos" >
<intent-filter android:label="@string/filter_title_viewgizmos">
<action android:name="android.intent.action.VIEW" />
<data android:scheme="http"
android:host="example.com"
android:pathPrefix="/gizmos" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
</intent-filter>
</activity>

This dictates the technical optimization of your app URIs for app indexation and defines the elements used in the URI example above.

  • The <intent-filter> element should be added for activities that should be launchable from search results.
  • The <action> element specifies the ACTION_VIEW intent action so that the intent filter can be reached from Google Search.
  • The <data> tag represents a URI format that resolves to the activity. At minimum, the <data> tag must include the android:scheme attribute.
  • Include the BROWSABLE category. The BROWSABLE category is required in order for the intent filter to be accessible from a web browser. Without it, clicking a link in a browser cannot resolve to your app. The DEFAULT category is optional, but recommended. Without this category, the activity can be started only with an explicit intent, using your app component name.

Testing deep links

Google has created tools to help test your deep link setup. You can use
Google’s Deep Link Test Tool to test your app behavior with deep links on your phone. Additionally, you can create an HTML page with an intent:// link in it.

For example
:

<a href="intent://example.com/page-1#Intent;scheme=http;package=com.example.android;end;"> <a href="http://example.com/page-1">http://example.com/page-1></a>

This link would open up deep content inside the app from the HTML page.

App URI crawl and discovery

Once an app has deep link functionality, the next step is to
ensure that Google can discover these URIs as part of its traditional desktop crawling.

Ways to get apps crawled

  1. Rel=”alternate” in HTML head
  2. ViewAction with Schema.org
  3. Rel=”alternate” in XML Sitemap

Implementing all three will create clear signals, but at minimum you should add the rel=”alternate” tag to the HTML head of your webpages.

Effectively, think of the app URI as being similar to a mobile site URL when
setting up a separate-site mobile site for SEO. The mobile deep link is an alternative way to view a webpage on your site. You map a piece of content on your site to a corresponding piece of content inside the app.

Before you get started, be sure to
verify your website and app following the guidelines here. This will verify your app in Google Play Developer Console and Google Webmaster Tools.

#1: Rel=”alternate” in HTML head

On an example page, such as example.com/page-1, you would add the following code to the head of the document. Again, very similar to separate-site mobile optimization.

<html>
<head> 
... 
<link rel="alternate" href="android-app://com.example.android/http/example.com/page-1" /> 
...
</head>
<body>
</body>
#2: ViewAction with Schema.org

Additionally, you can reference the deep link using Schema.org and JSON by using a 
ViewAction.

<script type="application/ld+json"> 
{ 
"@context": "http://schema.org", 
"@type": "WebPage", 
"@id": "http://example.com/gizmos", 
"potentialAction": { 
"@type": "ViewAction", 
"target": "android-app://com.example.android/http/example.com/gizmos" 
} 
} 
</script>
#3 Rel=”alternate” in XML sitemap

Lastly, you can reference the alternate URL in your XML Sitemaps, similar to using the rel=”alternate” for mobile sites.

<?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://example.com/page-1</loc> 
<xhtml:link rel="alternate" href="android-app://com.example.android/http/example.com/page-1" /> 
</url> 
... 
</urlset>

Once these are in place, Google can discover the app URI and provide your app as an alternative way to view content found in search.

Bot control and robots noindex for apps

There may be instances where there is content within your app that you do not want indexed in Google. A good example of this might be content or functionality that is built out on your site, but has not yet been developed in your app. This would create an inferior experience for users. The good news is that we can block indexation with a few updates to the app.

First, add the following to your app resource directory (res/xml/noindex.xml).

<?xml version="1.0" encoding="utf-8"?> 
<search-engine xmlns:android="http://schemas.android.com/apk/res/android"> 
<noindex uri="http://example.com/gizmos/hidden_uri"/> 
<noindex uriPrefix="http://example.com/gizmos/hidden_prefix"/> 
<noindex uri="gizmos://hidden_path"/> 
<noindex uriPrefix="gizmos://hidden_prefix"/> 
</search-engine>

As you can see above, you can block an individual URI or define a URI prefix to block entire folders.

Once this has been added, you need to update the AndroidManifest.xml file to denote that you’re using noindex.html to block indexation.

<manifest xmlns:android="http://schemas.android.com/apk/res/android" package="com.example.android.Gizmos"> 
<application> 
<activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > 
<intent-filter android:label="@string/filter_title_viewgizmos"> 
<action android:name="android.intent.action.VIEW"/> 
... 
</activity> 
<meta-data android:name="search-engine" android:resource="@xml/noindex"/> 
</application> 
<uses-permission android:name="android.permission.INTERNET"/> 
</manifest>

App indexing API to drive re-engagement

In addition to URI discovery via desktop crawl, your mobile app can integrate
Google’s App Indexing API, which communicates with Google when users take actions inside your app. This sends information to Google about what users are viewing in the app. This is an additional method for deep link discovery and has some benefits.

The primary benefit is the ability to appear in
autocomplete. This can drive re-engagement through Google Search query autocompletions, providing access to inner pages in apps.

App auto suggest

Again, be sure to
verify your website and app following the guidelines here. This will verify your app in Google Play Developer Console and Google Webmaster Tools.

App actions with knowledge graph

The next, and most exciting, evolution of search is leveraging actions. These will be powerful when
combined with voice search, allowing search engines to take action on behalf of users, turning spoken language into executed actions.

App indexing allows you to take advantage of actions by allowing Google to not only launch an app, but execute actions inside of the app. Order me a pizza? Schedule my meeting? Drive my car? Ok, Google.

App actions work via entity detection and the application of the knowledge graph, allowing search engines to understand actions, words, ideas and objects. With that understanding, they can build an action graph that allows them to define common actions by entity type.

Here is a list of actions currently supported by Schema.org

For example, the PlayAction could be used to play a song in a music app. This can be achieve with the following markup.

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "MusicGroup",
"name": "Weezer", "potentialAction": {
"@type": "ListenAction",
"target": "android-app://com.spotify.music/http/we.../listen"
}
}
</script>
Once this is implemented, these app actions can begin to appear in search results and knowledge graph.

deep links in app search results

Overview of mobile app search opportunities

In summary, there are five primary ways to increase visibility and engagement for your mobile app in traditional organic search efforts.

Mobile apps in search results

The growth of mobile search is transforming how we define technical SEO, moving beyond front-end and back-end optimization of websites into the realm of structured data and application development. As app indexing expands to include iOS, I suspect the possibilities and opportunities associated with indexing applications, and their corresponding actions, to grow extensively. 

For those with Android apps, app indexing is a potential leapfrog style opportunity to get ahead of competitors who are dominant in traditional desktop search. Those with iOS devices should start by optimizing their app listings, while preparing to implement indexation, as I suspect it’ll be released for iOS this year.

Have you been leveraging traditional organic search to drive visibility and engagement for apps? Share your experiences in the comments below.

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Reblogged 3 years ago from tracking.feedpress.it

Technical Site Audit Checklist: 2015 Edition

Posted by GeoffKenyon

Back in 2011, I wrote a technical site audit checklist, and while it was thorough, there have been a lot of additions to what is encompassed in a site audit. I have gone through and updated that old checklist for 2015. Some of the biggest changes were the addition of sections for mobile, international, and site speed.

This checklist should help you put together a thorough site audit and determine what is holding back the organic performance of your site. At the end of your audit, don’t write a document that says what’s wrong with the website. Instead, create a document that says what needs to be done. Then explain why these actions need to be taken and why they are important. What I’ve found to really helpful is to provide a prioritized list along with your document of all the actions that you would like them to implement. This list can be handed off to a dev or content team to be implemented easily. These teams can refer to your more thorough document as needed.


Quick overview

Check indexed pages  
  • Do a site: search.
  • How many pages are returned? (This can be way off so don’t put too much stock in this).
  • Is the homepage showing up as the first result? 
  • If the homepage isn’t showing up as the first result, there could be issues, like a penalty or poor site architecture/internal linking, affecting the site. This may be less of a concern as Google’s John Mueller recently said that your homepage doesn’t need to be listed first.

Review the number of organic landing pages in Google Analytics

  • Does this match with the number of results in a site: search?
  • This is often the best view of how many pages are in a search engine’s index that search engines find valuable.

Search for the brand and branded terms

  • Is the homepage showing up at the top, or are correct pages showing up?
  • If the proper pages aren’t showing up as the first result, there could be issues, like a penalty, in play.
Check Google’s cache for key pages
  • Is the content showing up?
  • Are navigation links present?
  • Are there links that aren’t visible on the site?
PRO Tip:
Don’t forget to check the text-only version of the cached page. Here is a
bookmarklet to help you do that.

Do a mobile search for your brand and key landing pages

  • Does your listing have the “mobile friendly” label?
  • Are your landing pages mobile friendly?
  • If the answer is no to either of these, it may be costing you organic visits.

On-page optimization

Title tags are optimized
  • Title tags should be optimized and unique.
  • Your brand name should be included in your title tag to improve click-through rates.
  • Title tags are about 55-60 characters (512 pixels) to be fully displayed. You can test here or review title pixel widths in Screaming Frog.
Important pages have click-through rate optimized titles and meta descriptions
  • This will help improve your organic traffic independent of your rankings.
  • You can use SERP Turkey for this.

Check for pages missing page titles and meta descriptions
  
The on-page content includes the primary keyword phrase multiple times as well as variations and alternate keyword phrases
  
There is a significant amount of optimized, unique content on key pages
 
The primary keyword phrase is contained in the H1 tag
  

Images’ file names and alt text are optimized to include the primary keyword phrase associated with the page.
 
URLs are descriptive and optimized
  • While it is beneficial to include your keyword phrase in URLs, changing your URLs can negatively impact traffic when you do a 301. As such, I typically recommend optimizing URLs when the current ones are really bad or when you don’t have to change URLs with existing external links.
Clean URLs
  • No excessive parameters or session IDs.
  • URLs exposed to search engines should be static.
Short URLs
  • 115 characters or shorter – this character limit isn’t set in stone, but shorter URLs are better for usability.

Content

Homepage content is optimized
  • Does the homepage have at least one paragraph?
  • There has to be enough content on the page to give search engines an understanding of what a page is about. Based on my experience, I typically recommend at least 150 words.
Landing pages are optimized
  • Do these pages have at least a few paragraphs of content? Is it enough to give search engines an understanding of what the page is about?
  • Is it template text or is it completely unique?
Site contains real and substantial content
  • Is there real content on the site or is the “content” simply a list of links?
Proper keyword targeting
  • Does the intent behind the keyword match the intent of the landing page?
  • Are there pages targeting head terms, mid-tail, and long-tail keywords?
Keyword cannibalization
  • Do a site: search in Google for important keyword phrases.
  • Check for duplicate content/page titles using the Moz Pro Crawl Test.
Content to help users convert exists and is easily accessible to users
  • In addition to search engine driven content, there should be content to help educate users about the product or service.
Content formatting
  • Is the content formatted well and easy to read quickly?
  • Are H tags used?
  • Are images used?
  • Is the text broken down into easy to read paragraphs?
Good headlines on blog posts
  • Good headlines go a long way. Make sure the headlines are well written and draw users in.
Amount of content versus ads
  • Since the implementation of Panda, the amount of ad-space on a page has become important to evaluate.
  • Make sure there is significant unique content above the fold.
  • If you have more ads than unique content, you are probably going to have a problem.

Duplicate content

There should be one URL for each piece of content
  • Do URLs include parameters or tracking code? This will result in multiple URLs for a piece of content.
  • Does the same content reside on completely different URLs? This is often due to products/content being replicated across different categories.
Pro Tip:
Exclude common parameters, such as those used to designate tracking code, in Google Webmaster Tools. Read more at
Search Engine Land.
Do a search to check for duplicate content
  • Take a content snippet, put it in quotes and search for it.
  • Does the content show up elsewhere on the domain?
  • Has it been scraped? If the content has been scraped, you should file a content removal request with Google.
Sub-domain duplicate content
  • Does the same content exist on different sub-domains?
Check for a secure version of the site
  • Does the content exist on a secure version of the site?
Check other sites owned by the company
  • Is the content replicated on other domains owned by the company?
Check for “print” pages
  • If there are “printer friendly” versions of pages, they may be causing duplicate content.

Accessibility & Indexation

Check the robots.txt

  • Has the entire site, or important content been blocked? Is link equity being orphaned due to pages being blocked via the robots.txt?

Turn off JavaScript, cookies, and CSS

Now change your user agent to Googlebot

PRO Tip:
Use
SEO Browser to do a quick spot check.

Check the SEOmoz PRO Campaign

  • Check for 4xx errors and 5xx errors.

XML sitemaps are listed in the robots.txt file

XML sitemaps are submitted to Google/Bing Webmaster Tools

Check pages for meta robots noindex tag

  • Are pages accidentally being tagged with the meta robots noindex command
  • Are there pages that should have the noindex command applied
  • You can check the site quickly via a crawl tool such as Moz or Screaming Frog

Do goal pages have the noindex command applied?

  • This is important to prevent direct organic visits from showing up as goals in analytics

Site architecture and internal linking

Number of links on a page
Vertical linking structures are in place
  • Homepage links to category pages.
  • Category pages link to sub-category and product pages as appropriate.
  • Product pages link to relevant category pages.
Horizontal linking structures are in place
  • Category pages link to other relevant category pages.
  • Product pages link to other relevant product pages.
Links are in content
  • Does not utilize massive blocks of links stuck in the content to do internal linking.
Footer links
  • Does not use a block of footer links instead of proper navigation.
  • Does not link to landing pages with optimized anchors.
Good internal anchor text
 
Check for broken links
  • Link Checker and Xenu are good tools for this.

Technical issues

Proper use of 301s
  • Are 301s being used for all redirects?
  • If the root is being directed to a landing page, are they using a 301 instead of a 302?
  • Use Live HTTP Headers Firefox plugin to check 301s.
“Bad” redirects are avoided
  • These include 302s, 307s, meta refresh, and JavaScript redirects as they pass little to no value.
  • These redirects can easily be identified with a tool like Screaming Frog.
Redirects point directly to the final URL and do not leverage redirect chains
  • Redirect chains significantly diminish the amount of link equity associated with the final URL.
  • Google has said that they will stop following a redirect chain after several redirects.
Use of JavaScript
  • Is content being served in JavaScript?
  • Are links being served in JavaScript? Is this to do PR sculpting or is it accidental?
Use of iFrames
  • Is content being pulled in via iFrames?
Use of Flash
  • Is the entire site done in Flash, or is Flash used sparingly in a way that doesn’t hinder crawling?
Check for errors in Google Webmaster Tools
  • Google WMT will give you a good list of technical problems that they are encountering on your site (such as: 4xx and 5xx errors, inaccessible pages in the XML sitemap, and soft 404s)
XML Sitemaps  
  • Are XML sitemaps in place?
  • Are XML sitemaps covering for poor site architecture?
  • Are XML sitemaps structured to show indexation problems?
  • Do the sitemaps follow proper XML protocols
Canonical version of the site established through 301s
 
Canonical version of site is specified in Google Webmaster Tools
 
Rel canonical link tag is properly implemented across the site
Uses absolute URLs instead of relative URLs
  • This can cause a lot of problems if you have a root domain with secure sections.

Site speed


Review page load time for key pages 

Make sure compression is enabled


Enable caching


Optimize your images for the web


Minify your CSS/JS/HTML

Use a good, fast host
  • Consider using a CDN for your images.

Optimize your images for the web

Mobile

Review the mobile experience
  • Is there a mobile site set up?
  • If there is, is it a mobile site, responsive design, or dynamic serving?


Make sure analytics are set up if separate mobile content exists


If dynamic serving is being used, make sure the Vary HTTP header is being used

Review how the mobile experience matches up with the intent of mobile visitors
  • Do your mobile visitors have a different intent than desktop based visitors?
Ensure faulty mobile redirects do not exist
  • If your site redirects mobile visitors away from their intended URL (typically to the homepage), you’re likely going to run into issues impacting your mobile organic performance.
Ensure that the relationship between the mobile site and desktop site is established with proper markup
  • If a mobile site (m.) exists, does the desktop equivalent URL point to the mobile version with rel=”alternate”?
  • Does the mobile version canonical to the desktop version?
  • Official documentation.

International

Review international versions indicated in the URL
  • ex: site.com/uk/ or uk.site.com
Enable country based targeting in webmaster tools
  • If the site is targeted to one specific country, is this specified in webmaster tools? 
  • If the site has international sections, are they targeted in webmaster tools?
Implement hreflang / rel alternate if relevant
If there are multiple versions of a site in the same language (such as /us/ and /uk/, both in English), update the copy been updated so that they are both unique
 

Make sure the currency reflects the country targeted
 
Ensure the URL structure is in the native language 
  • Try to avoid having all URLs in the default language

Analytics

Analytics tracking code is on every page
  • You can check this using the “custom” filter in a Screaming Frog Crawl or by looking for self referrals.
  • Are there pages that should be blocked?
There is only one instance of a GA property on a page
  • Having the same Google Analytics property will create problems with pageview-related metrics such as inflating page views and pages per visit and reducing the bounce rate.
  • It is OK to have multiple GA properties listed, this won’t cause a problem.
Analytics is properly tracking and capturing internal searches
 

Demographics tracking is set up

Adwords and Adsense are properly linked if you are using these platforms
Internal IP addresses are excluded
UTM Campaign Parameters are used for other marketing efforts
Meta refresh and JavaScript redirects are avoided
  • These can artificially lower bounce rates.
Event tracking is set up for key user interactions

This audit covers the main technical elements of a site and should help you uncover any issues that are holding a site back. As with any project, the deliverable is critical. I’ve found focusing on the solution and impact (business case) is the best approach for site audit reports. While it is important to outline the problems, too much detail here can take away from the recommendations. If you’re looking for more resources on site audits, I recommend the following:

Helpful tools for doing a site audit:

Annie Cushing’s Site Audit
Web Developer Toolbar
User Agent Add-on
Firebug
Link Checker
SEObook Toolbar
MozBar (Moz’s SEO toolbar)
Xenu
Screaming Frog
Your own scraper
Inflow’s technical mobile best practices

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Reblogged 3 years ago from moz.com

Mobile SEO: Improving Mobile Experience for Users & Search Engines

Deciding between a mobile or responsive website? Do you need both? What does Google prefer? What elements on your webpage are important to mobile users versu…

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The #LocalUp Advanced 2015 Agenda Is Here

Posted by EricaMcGillivray

You may heard that in partnership with 
Local U, we’re putting on a local SEO conference called LocalUp Advanced on Saturday, February 7. We’re super-thrilled to be able to dive more into the local SEO space and bring you top speakers in the field for a one-day knowledge explosion. We’re expecting around 125-150 people at our Seattle headquarters, so this is your chance to really chat with speakers and attendees one-to-one with a huge return on investment.

Moz Pro or Local U Subscribers $699

General Admission $999


LocalUp Advanced 2015 Agenda


8:00-9:00am Breakfast
9:00-9:05am Welcome to LocalUp Advanced 2015! with David Mihm
9:05-9:30am

Pigeons, Packs, & Paid: Google Local 2015 with Dr. Pete Meyers
In the past year, Google shook the local SEO world with the Pigeon update, rolled out an entirely new local pack, and has aggressively dabbled in local advertising. Dr. Pete covers the year in review, how it’s impacted the local landscape, and what to expect in 2015.

Dr. Pete Meyers is the Marketing Scientist for Moz, where he works with the marketing and data science teams on product research and data-driven content. He’s spent the past two years building research tools to monitor Google, including the MozCast project, and he curates the Google Algorithm History.

Pete Meyers

9:30-9:55am

Local Battlegrounds – Tactics, Trenches, and Ghosts with Mike Blumenthal
Join Professor Maps and take a ride in the Way Back Whacky Machine to look at Google’s technologies, tactics, and play books used to create, shape, and dominate the local ecosystem in their image. Learn what’s relevant to marketing today and how these changes are shaping Google’s coming battles in the space.

If you’re in Local, then you know Mike Blumenthal, and here is your chance to learn from this pioneer in local SEO, whose years of industry research and documentation have earned him the fond and respectful nickname ‘Professor Maps.’ Mike’s blog has been the go-to spot for local SEOs since the early days of Google Maps. It’s safe to say that there are few people on the planet who know more about this area of marketing than Mike. He’s also the co-founder of GetFiveStars, an innovative review and testimonial software. Additionally, Mike loves biking, x-country skiing, and home cooking.

Mike Blumenthal

9:55-10:10am Q&A with Dr. Peter Meyers and Mike Blumenthal
10:10-10:45am

Going Local with Google with Jade Wang
Learn about local search with Google. We’ll chat about the potential of local search and discuss how business information gets on Google.

If you’ve gone to the Google and Your Business Forum for help (and, of course, you have!), then you know how quickly an answer from Google staffer Jade Wang can clear up even the toughest problems. She has been helping business owners get their information listed on Google since joining the team in 2012.

Jade Wang

10:45-11:05am AM Break
11:05-11:25am

Getting Local Keyword Research and On-page Optimization Right with Mary Bowling
Local keyword data is often difficult to find, analyze, and prioritize. Get tips, tools, and processes for zeroing in on the best terms to target when optimizing your website and directory listings, and learn how and why to structure your website around them.

Mary Bowling’s been specializing in SEO and local search since 2003. She works as a consultant at Optimized!, is a partner at a small agency called Ignitor Digital, is a partner in Local U, and is also a trainer and writer for Search Engine News. Mary spends her days interacting directly with local business owners and understands holistic local needs.

Mary Bowling

11:25-11:50am

Local Content + Scale + Creativity = Awesome with Mike Ramsey
If you are wondering who is crushing it with local content and how you can scale such efforts, then tune in as Mike Ramsey walks through ideas, examples, and lessons he has learned along the way.

Mike Ramsey is the president of Nifty Marketing with offices in Burley and Boise, Idaho. He is also a Partner at Local U and many other ventures. Mike has an awesome wife and three kids who put up with all his talk about search.

Mike Ramsey

11:50am-12:15pm

Review Acquisition Strategies That Work with Darren Shaw
Darren Shaw will walk you through multiple real-world examples of businesses that are killing it with review acquisition. He’ll detail exactly how they manage to get so many more reviews than their competitors and how you can use their methods to improve your own local search visibility.

Darren Shaw is the President and Founder of Whitespark, a company that builds software and provides services to help businesses with local search. He’s widely regarded in the local SEO community as an innovator, one whose years of experience working with massive local data sets have given him uncommon insights into the inner workings of the world of citation-building and local search marketing. Darren has been working on the web for over 16 years and loves everything about local SEO.

Mike Ramsey

12:15-12:30pm Q&A with Mary Bowling, Mike Ramsey, and Darren Shaw
12:30-1:30pm Lunch
1:30-1:55pm

The Down-Low on LoMo (Local Mobile) SEO with Cindy Krum
Half of all local searches happen on mobile, and that stat is just growing! Map search results are great, but your mobile site has to be great too. Cindy Krum will review the best practices for making your local site look perfect to mobile users and crawlers alike. No mobile site? No problem as you’ll also get tips for how to make the most of mobile searches without one.

Cindy Krum is the CEO and Founder of MobileMoxie, LLC, a mobile marketing consultancy and host of the most cutting-edge online mobile marketing toolset available today. Cindy is the author of Mobile Marketing: Finding Your Customers No Matter Where They Are, published by Que Publishing.

Cindy Krum

1:55-2:20pm

Thriving in the Mobile Ecosystem with Aaron Weiche
A look into the opportunity of creating and growing the mobile experience between your customers and your brand: one strong enough to delight fingers, change minds, and win hearts.

Aaron Weiche is a digital marketing geek focused on web design, mobile, and search marketing. Aaron is the COO of Spyder Trap in Minneapolis, Local U faculty member, founding board member of MnSearch, and a Local Search Ranking Factors Contributor since 2010.

Aaron Weiche

2:20-2:45pm

Content, Conversations, and Conversions with Will Scott
How local businesses, and the marketers who love them, can use social media to bring home the bacon.

Helping small businesses succeed online since 1994, Will Scott has led teams responsible for thousands of websites, hundreds of thousands of pages in online directories, and millions of visits from search. Today, Will leads nearly 100 professionals at Search Influence putting results first and helping customers successfully market online.

Will Scott

2:45-3:10pm

Segmentation Domination with Ed Reese
Learn how to gain powerful insight by creating creative custom segments in Google Analytics. This session shows several real-world examples in action and walks you through the brainstorming, implementation, and discovery process to utilize segmentation like never before.

Ed Reese leads a talented analytics and usability team at his firm Sixth Man Marketing, is a co-founder of Local U, and an adjunct professor of digital marketing at Gonzaga University. In his free time, he optimizes his foosball and disc golf technique and spends time with his wife and two boys.

Ed Reese

3:10-3:30pm PM Break
3:30-4:00pm

Playing to Your Local Strengths with David Mihm
Historically, local search has been one of the most level playing fields on the web with smaller, nimbler businesses having an advantage as larger enterprises struggled to adapt and keep up. Today, companies of both sizes can benefit from tactics that the other simply can’t leverage. David will share some of the most valuable tactics that scale—and don’t scale—in a presentation packed with actionable takeaways, no matter what size business you work with.

David Mihm is one of the world’s leading practitioners of local search engine marketing. He has created and promoted search-friendly websites for clients of all sizes since the early 2000s. David co-founded GetListed.org, which he sold to Moz in November 2012. Since then, he’s served as our Director of Local Search Marketing, imparting his wisdom everywhere!

David Mihm

4:00-4:25pm

Don’t Just Show Up, Stand Out with Dana DiTomaso
Learn how to destroy your competitors with bringing personality to your marketing. Confront the challenges of making HIPPOs comfortable with unique voice, keep brand standards while injecting some fun, and stay in the forefront of your audience’s mind.

Whether at a conference, on the radio, or in a meeting, Dana DiTomaso likes to impart wisdom to help you turn a lot of marketing BS into real strategies to grow your business. After 10+ years and with a focus on local SMBs, she’s seen (almost) everything. In her spare time, Dana drinks tea and yells at the Hamilton Tiger-Cats.

Dana DiTomaso

4:25-4:40pm Q&A with David Mihm and Dana DiTomaso
4:40-5:20pm

Exposing the Non-Obvious Elements of Local Businesses That Dominate on the Web with Rand Fishkin
In some categories and geographies, a local small business wholly dominates the rankings and visibility across channels. What are the secrets to this success, and how can small businesses with remarkable products/services showcase their traits best online? In this presentation, Rand will dig deep into examples and highlight the recurring elements that help the best of the best stand out.

Rand Fishkin is the founder of Moz. Traveler, blogger, social media addict, feminist, and husband.

Rand Fishkin

And if that doesn’t quite tickle your fancy… Workshops!

We’ll also be hosting workshops with our speakers, which are amazing opportunities for you to dig into your specific questions and issues. I know, sometimes I get a little shy to ask questions in front of a crowd or just want to socialize at the after party, so this a great opportunity to get direct feedback.

Time Workshop Option A Workshop Option B
1:30-1:55pm

Reporting Q&A with Ed Reese and Dana DiTomaso
Need help with your reporting? Ed and Dana will make sure you’re on the right track and tracking the right things.

Google My Business Q&A with Jade Wang
Google My Business can be confusing, but Jade Wang is here to lend a hand. She’ll look over your specific problems and help you troubleshoot.

1:55-2:20pm

How to Troubleshoot All Things Local with Mike Blumenthal and Mary Bowling
No Local SEO problem can get by the combined powers of Mike and Mary. This dynamic duo will assist you in diving into your specific questions, problems, and concerns.

Google My Business Q&A with Jade Wang
Google My Business can be confusing, but Jade Wang is here to lend a hand. She’ll look over your specific problems and help you troubleshoot.

2:20-2:45pm

Citation Q&A with David Mihm and Darren Shaw
Getting the right citations for your business can be a powerful boost. David and Darren will show you how to wield citations correctly and creatively for your business.

Google My Business Q&A with Jade Wang
Google My Business can be confusing, but Jade Wang is here to lend a hand. She’ll look over your specific problems and help you troubleshoot.

2:45-3:10pm

Mobile Q&A with Aaron Weiche and Cindy Krum
Local and mobile go hand-in-hand, but mobile implementation, optimization, and perfection can be tricky. Aaron and Cindy will help guide you and your business.

Google My Business Q&A with Jade Wang
Google My Business can be confusing, but Jade Wang is here to lend a hand. She’ll look over your specific problems and help you troubleshoot.


See you in February, friends. And please, don’t hesitate to reach out if you have any questions!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 4 years ago from moz.com