Set Your Mobile SEO Strategy Using Google Analytics

By | August 26, 2019


Hey, Kooz fans, I’m Graeme. I’m going to be
talking to you today about how you can try and answer some questions about mobile search
using Google Analytics. There’s no doubt about it. Mobile search is something that pretty
much every business needs to be well aware of. The opportunity there is massive. We’re
now seeing the data come out saying that mobile devices are now starting to take the lion’s
share of all searches that are being performed, specifically with Google. So, with that in mind, we should start to
treat mobile and desktop not so much separately, but we shouldn’t just absorb everything within
one overall kind of view of how the site performs. So what I wanted to do today was kind of think
about how you can analyse the opportunity that mobile offers you. Also, look at what
you can do within Google Analytics to help you uncover some of those insight, and then
push you towards considering what solution it is that you decide to offer to your mobile
viewers. So, with this in mind, where I’ll start is
really at the top, basically having a look at your site and what it gets as far as user
sessions for mobile devices and for non-mobile devices. I’m quite a big fan of looking for
trends as it can tend to help back up some of either preconceived notions or present
completely new findings. Data tells a different story to gut feeling. Sometimes it’s worth
backing up gut feeling with data or looking to see if the data can just basically destroy
those kind of preconceived notions. So I’m focusing on Google Analytics here.
Where I’m going is into the technology report and looking at mobile, the mobile report within
that. I think looking at the 3-month period, so looking at the current 3-month period you’re
in, comparing that to the previous 3-month period, doing likewise for the current 6-month
period, comparing that to the previous 6-month period and doing the same for a 12-month period
as well, you’ll start to see a rate of not so much adoption, but it will show you the
change in behaviour of the audience that comes to your site, how it’s behaving differently,
so using the different mobile devices to access your site. My gut feeling is that you will probably see
an increase in mobile device usage and obviously a slight decrease in the desktop usage of
the site. The rate of that will probably define how quickly you need to move to adapt your
site structure and content to capitalise on that. And that’s where you then kind of look
at what the user behaviour is telling you. I think it’s well worth and there’s plenty
that already kind of exist if you look at the Google Analytics gallery, the assets that
are in there, you want to have an advanced segment that isolates just mobile user sessions,
mobile and tablets together, another one that excludes mobile and tablet sessions as well
so that you can compare and contrast the two different data sets throughout the Google
Analytics reports that you can access. So get yourself one of those. Get yourself
on of those as well. I think if mobile is a big consideration to you, it will be well
worth considering setting up a view within Analytics that’s just dedicated to mobile
traffic. Effectively, you then get a version of Google Analytics that’s solely focused
to mobile user data. You don’t run into the issues of data sampling that you do using
an advanced segment. The downside is obviously that you’ll only
start collecting data from the moment that you set up the view. You can’t look back historically,
which is what an advanced segment can give you. If you apply a segment, it will look
at the whole data range that you are applying it to. So those two things are a great asset.
They both have pros and cons that you need to be aware of as well. Now, looking at user behaviour, Google Analytics
has a wealth of information that drills down device types so you can start to see the popular
devices that are accessing your site. This, I think, will help to inform your strategy
moving forward when we’re kind of considering how we’re serving content to the mobile, the
non-desktop users. It might well be that you’ve got a broad range
of devices that are commonly accessing the site. There might be stranger cases where
there’s a very fixed small set of devices that are regularly driving traffic or using
your site. That’s going to be quite interesting, because you have a lot of pros and cons with
the three main ways of serving content to mobile users, being responsive design, dynamic
serving, or using a parallel solution. So this type of analysis will help to kind of
give you a leeway into what solution you want to be offering to your regular users. The other types of things to look at is you’ll
have your money pages. You’ll have the pages that you know are very popular on the site.
Is that true with mobile devices? Is it true that there are no other pages that are randomly
getting lots and lots of interaction? The rule of thumb really for this is not to assume
anything, because until you’ve got the data to back it up, it’s just a gut feeling and
you’re potentially going to be missing out on either extra user sessions or, even worse,
conversions as well. So I think looking at the content that’s consumed
by mobile users versus desktop, so having a mobile advanced segment and an exclude mobile
segment, will show you the same data set but with the two audiences there, looking at the
content that’s being consumed, pulling in conversion behaviour as well, which assets
are converting better on mobile devices than desktops and conversely the same, because
that will pinpoint the areas on the site or at page level that you can make incremental
improvements to, which tend to translate to incremental gains. I should stress as well this type of analysis
should be done at page level, all the way through looking at page level so that you’re
not having figures over-inflated based on using an average, because an average will
dumb down the really bad performers, and it will also not show you the really high performers
as well. So it’s worth keeping that in mind. Things like bounce rate, average duration,
the average number of pages that are consumed as well, how does mobile compare to desktop?
Those insights will, again, start to tell you where you should be spending your time.
For instance, if your mobile traffic converts way better than your desktop traffic, even
though it gets, I don’t know, half as much of the amount of sessions, then there’s a
real opportunity there to either learn from mobile users using the site or trying to apply
the things that you’ve found out there across the board to increase conversions as well. With that in mind, you’ll then start to look
at moving out of Google Analytics and perhaps looking at the SERPs overall, the mobile one
versus the desktop one, to understand if there’s any kind of change in what a user is kind
of looking for. This can produce difficulties when you’re trying to decide what you’re going
to target, identifying keywords, for instance. This will then kind of start to inform, again,
how you’re going to serve up content to the people on different devices. For instance, with responsive design, it’s
a great way of obviously having one solution that adapts your pages’ content to the user’s
device. However, with a dynamic serving, you can select for a particular device type or
screen resolution exactly what content you want to serve up on there, which gives you
a bit more flexibility in being able to target different things as well. Then you’ve also got having a parallel solution,
like using a mobile domain, m.domain.com, etc., which helps you have something completely
different for your mobile users but throws up the potential issue of duplicating content. So this is a whole video that’s worth doing
all by itself. But it’s easy to see how this type of analysis will start to move people
towards identifying what is the best solution for their site’s users. So that’s been my view on how you can get
started slicing and dicing the data that you’ve got in Google Analytics to find some answers
about mobile search and where the opportunities are for you. Any questions, let me know in
the comments at the end of the video. Also if you want to get in touch, our social profiles
are there at the end of the video as well. Thanks very much.

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