Summary: sometimes it’s really useful to investigate your competitors websites. The catch is Google won’t make it that easy for you to diagnose somebody else’s website. With their public mobile testing tool, you can only test one URL at the time. However, there are some very useful tools to get around this problem.
Tip: if you want to analyse a competitor’s website, or if you don’t have Webmaster tools in place there is a tool called URL profiler which can be connected to Google’s mobile testing API. Simply, it’s makes it easy for you to use Google’s mobile testing tool on thousands of pages. The best way to set this up is to use a crawler like Xenu link sleuth or screaming frog and crawl the website. You then get a long list of URLs which you can run through URL profiler with. Bonus… URL profiler has a 14 day trial period with unlimited usage, so it’s worth having a play with it.
Tip: I mentioned screaming frog earlier, one of its pro features is that you can make it crawler website as if it were a Google bot or a mobile phone user. This way, you can get accurate lists of pages which are accessible by mobile and you can see things like title tags, description tags and so on which render for mobile only.
When you combine URL profiler and screaming frog, you have a very powerful mobile diagnostic kit.
Nick Garner is founder of 90 Digital, the well-known and respected iGaming search marketing agency.
Nick is obsessed with SEO and whatever it takes to rank sustainably on Google.