Presenter: Jenny Halasz of JLH Marketing, Inc. Description: Mobile now represents 65% of digital media time. How do you know if your site is successfully converting and serving your mobile customers? Jenny walks us through the reports that will tell you if your mobile game is measuring up.

4. About Jenny
• In SEO since 2000 – 17 years!
• Speaker at Pubcon, SMX, SES,
StateofSearch, InternetSummit, Conversion
Conference…
• Writer for Search Engine Journal & Search
Engine Land
• Contributing Author “SEO Now” and “SEO
Like I’m 5”
#SEJSummit@jennyhalasz

5. About Jenny
#SEJSummit@jennyhalasz

6. 3 Key Takeaways
• Mobile Analytics are critical
• Focus on Differences between
Mobile/Desktop
• Look for opportunities to provide
custom experiences
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7. Google is moving to a mobile first index any day now.
They will index based on the mobile site, so you need
to get it ready. If you only have an app or a desktop
site with AMP, you are behind.
Mobile First –
What does it
mean?
• “More than 50 percent
of search queries
globally now come
from mobile devices.”
– Google, August
2016
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8. Notice how there is no (or
very little top navigation
here for BGR. That’s
important.
AMP is tricky; there’s a lot to
see here. First, on the left is
the AMP carousel. This is a
featured area of Google’s
search results that is only for
AMP pages. But as you can
see on the right, when the
user clicks through the
carousel, there’s a swipe
navigation that takes them to
the next page in the carousel.
So even though you’re on
bgr’s page, swiping will take
you to the next page in the
carousel, which is from The
Verge.
AQuick WordAboutAMP
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9. Analytics & Tracking
Especially for mobile
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10. Dashboard & Segments Lesson
http://bit.ly/pubcon2016analytics
http://bit.ly/mobile-seo-jlh
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11. Sample Dashboard
http://bit.ly/ga-mobile-analytics
To use:
1. Login to Google Analytics
2. Paste in the browser
3. Select the account to apply it to
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12. Setting Up a Mobile Segment
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13. Setting Up a
Mobile
Segment
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14. #SEJSummit@jennyhalasz

15. Mobile
Details
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16. #SEJSummit@jennyhalasz

17. Using Filters - Simple
“Only show” or
“Don’t show”
Selection
criteria
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18. Using Filters – Regular Expressions (Regex)
Selection
criteria
✓ Use | to separate items – creates “OR”
✓ Use .* as a wildcard
.*/category means match anything before /category
category/.* means match anything that comes after category
✓ Test your expressions on the actual report
http://bit.ly/regex-for-marketers
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19. Customize Your URL!
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20. Pro tip: If you edit out the date specifics in the URL, then you can use that URL anytime and it will
default to the dates you selected in the interface. So you can paste an edited URL into a dashboard and it
will save that specific configuration in the dashboard link so you don’t have to do it manually each time.
It even works with regular expressions!
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22. Comparative Data
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Blue=all traffic, Orange=mobile only

23. Comparative Data
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24. #SEJSummit@jennyhalasz

25. Speed
• Look for:
• Third Party tags
• Large product images
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26. Speed – Google Page
Speed Insights Example
• Breaks out Mobile and Desktop
• Shows items important to Google
• Explains how to fix
BUT…
• Doesn’t give detailed info like TTFB
• Grades based on compliance, not
actual speed
• Isn’t directly tied to SEO
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27. Speed – GT Metrix Example
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28. GTMetrix gives you so much more detailed data –
like what specific tags are keeping your site from
loading quickly, or whether the root cause of slow
speed is at the server level or the page level.
Speed – GT Metrix Example
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29. DOM & Page
Load Tricks
with Data
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30. DOM & Page Load Tricks with Data
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31. PageSpeed Suggestions (built-in!)
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32. Look for
Opportunities
Research:
• Keywords that lead to this landing
page?
• Time on page?
• Actions taken resulting from this
page?
• Opportunity for app?
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33. Research:
• Is this attributed properly? Email?
• One-click unsubscribe?
• Pop-under/exit offer?
• Specific to mobile?
Look for
Opportunities
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34. Other Mobile Reports to Look at…
• Geographic and “near me” queries
• Link your AdWords account
• Average time on page
• Bounce/Exit rates
• Cart funnels
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35. 3 Key Takeaways
• Mobile Analytics are critical
• Focus on Differences between
Mobile/Desktop
• Look for opportunities to provide
custom experiences
#SEJSummit@jennyhalasz

36. Jenny Halasz
@jennyhalasz
jlh-marketing.com
Download Links:
Regular Expressions for
Marketers:
http://bit.ly/regex-for-marketers
Google Analytics Dashboard:
bit.ly/ga-mobile-analytics
This Deck:
bit.ly/TBD
Design Credit for this Deck:
Paulo Bobita, @paobobita