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Get practical with Mobile SEO & Conversion/Attribution Analysis

Although I'd like to be on a macro level if it comes to life & business, I'm also keen to dig int
Get practical with Mobile SEO & Conversion/Attribution Analysis
By Dries Bultynck • Issue #28 • View online
Although I’d like to be on a macro level if it comes to life & business, I’m also keen to dig into the micro level; the practical stuff & work.

I do get that you guys like the practical stuff as well. Can’t blame ya.
You want the $$ now. You need to make that extra $ for your client, now!

So… this time,
all practical stuff for you to read/use/abuse/spread/copy/…
if you need any help,
free of charge,
contact me: dries@driesbultynck.be

SEO & Convenience, step by step
AMP is the shit; honestly, I haven’t made it to AMP yet but the index of Google has shifted to a mobile-first index, which makes sense to invest in page speed and the AMP idea (optional) as it gets leverage.
Simple step by step page speed improvement 
Tip: don’t waste your time on details - the biggest impact vs ease of doing: optimize images, install lazyload and use at least three tools (one - two - three) to check your speed (they all show different details) and pls drop the Google page speed checker - it’s crap!
Want to go AMP? 
Here’s a good guide for WP & Drupal but check first which type of AMP you’re creating. Cached or hosted? For SEO purposes, the AMP pages need canonical tags to the desktop version and a rel tag from desktop to the AMP pages. Don’t forget!
Ok. Got this done?
Measure the impact of the page speed with analytics.
Check the average page load and the pages that are doing worse than average. Iterate over and over again.
Looks like I need to do the same ;)
Looks like I need to do the same ;)
Tip: If you’re into e-com, check your caddy & checkout pages! They need to be as fast as F…! You don’t want anyone to stress over slow pages in a buying process. Money out of the window, for sure.
Why shit will hit your fan, anyway ...
Well… not sure if you ever thought about this, but it’s about to get ugly soon. We’re at the moment were mobile is really taking over all desktop and tablet traffic. What people forget to take in account that the behaviour on mobile devices is a bit different and a mobile visit, most of the times, is a pre-converting visit. What I mean by that is that mobile is exploratory and can be transactional, where we default into transactional thinking only. And most of the time tie that to desktop behaviour, due to historical growth of internet usage.
Either way… you’re ready or not, that shit will hit your fan, for sure. It’s already hitting your fan; the only thing that changes now is that you’re able to measure it better now and within the next few years to come.
NOW is the time to start taking mobile into account if it comes to visits to the website. 
Ok. Lets get practical, shall we?
  1. Make a device report in Google Analytics, year of year on visits & types of conversions (micro & macro) (custom report for you to use)
  2. Map the evolution per device and especially per type of goal
    Tip: use an trend or line chart - csv to line chart tool if you need one.
Don’t get into channels just yet. Just get familiar with the device usage of your visitors for now. If you’re able to set-up cross-device tracking, pls do.
Get into the details of attributed devices and their cost/revenue based on segments. You need to dig into this, in detail. Take your time. 
See the example below :o - what a difference to the general overview, right?
Tip: If you don’t know where to begin, look at the biggest gain.
Based on the overlap in the image above, desktop & mobile deserve the most attention as first or last touch device. Especially mobile as first touch is the most interesting to look at.
Although cross-device attribution would be great, there is nothing (not hacky) available at the moment; so keep it simple for now. You’ll get a long way forward with this already.
TY for reading till the end
d
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Dries Bultynck

The internet is the best thing that ever happened to me. Really! It helps me to better understand the world we live in and learn as much as I can, as fast as I can in order to be Creative with Intelligence as wide as the box can get. @Parafixio is my playground.

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