how apple is changing up search
TRANSCRIPT
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HOW APPLE IS CHANGING UP SEARCH: From Siri To Safari To Spotlight
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
Most people are here today to talk about this:
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Or maybe this, too:
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searchmarketingexpo.com
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But I’m going to talk about Apple:
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Why Apple?
iPhone sales by fiscal quarter (in millions)
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And Growing…
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Hardware has never been Apple’s ONLY market… or even its primary market
“Apple is not a hardware company… there are other things we can do to have
revenues and profits flow.” –Tim Cook, 2013
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Apple’s real products are bundled with the devices
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Apple owns these markets: Which could be threatened by these markets:
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
Apple owns these markets: Which could be threatened by these markets:
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Enter Spotlight, Safari
Spotlight – Searches on-device content and web - iOS 8 and Yosemite
Safari – Searches web content - Default browser on Apple Devices
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And their sidekick, Siri! on-device and web search (similar to Spotlight)
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Mac Users Are Growing (And Loyal)
Microsoft Windows 10 Event
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And even MORE market share in mobile browsing
Worldwide Mobile Browser Market Share 2/2014
http://bit.ly/mobile-browser-share-2014
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Apple is using Siri, Safari, and Spotlight to:
Cut in Line
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Cut in Line Cut out Google
Apple is using Siri, Safari, and Spotlight to:
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@MobileMoxie #SMX #13A
Cut in Line Cut out the
Web
Cut out Google
Apple is using Siri, Safari, and Spotlight to:
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
Cut in Line Cut out the
Web
Cut out Google
Predicting search queries and placing
Apple’s own suggested results ahead of search
Apple is using Siri, Safari, and Spotlight to:
![Page 19: How Apple Is Changing Up Search](https://reader034.vdocument.in/reader034/viewer/2022051617/55a51ae31a28ab565a8b45d8/html5/thumbnails/19.jpg)
searchmarketingexpo.com
@MobileMoxie #SMX #13A
Cut in Line Cut out the
Web
Cut out Google
Predicting search queries and placing
Apple’s own suggested results ahead of search
Defaulting to Bing search over Google
search for suggested search queries (Spotlight,
Siri)
Apple is using Siri, Safari, and Spotlight to:
![Page 20: How Apple Is Changing Up Search](https://reader034.vdocument.in/reader034/viewer/2022051617/55a51ae31a28ab565a8b45d8/html5/thumbnails/20.jpg)
searchmarketingexpo.com
@MobileMoxie #SMX #13A
Cut in Line Cut out the
Web
Cut out Google
Predicting search queries and placing
Apple’s own suggested results ahead of search
Defaulting to Bing search over Google
search for suggested search queries (Spotlight,
Siri)
Suggesting apps, maps locations,
emails, and phone contacts
Apple is using Siri, Safari, and Spotlight to:
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
Ride the Apple bypass into traffic-land!
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
in addition to NOT instead of Google
Emily said we don’t have to care about Google anymore!
Oh sweet delicious taste of freedom!
#brb deleting Google Analytics…
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
in addition to NOT instead of Google
Emily said we don’t have to care about Google anymore!
Oh sweet delicious taste of freedom!
#brb deleting Google Analytics…
![Page 24: How Apple Is Changing Up Search](https://reader034.vdocument.in/reader034/viewer/2022051617/55a51ae31a28ab565a8b45d8/html5/thumbnails/24.jpg)
CUTTING IN LINE
Predicting search queries and placing Apple’s own suggested results ahead of search
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
Apple is predicting search queries and suggesting results before the search
Safari Spotlight
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Suggested Websites
Apple’s suggestions get first position, with favicons
Google search second
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Suggested Wikipedia
Entries and News
Results
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CUTTING OUT GOOGLE
Defaulting to Bing search over Google search for suggested search queries (in Spotlight and Siri)
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Siri and Spotlight Use Bing
Twitter provided as an alterative search source before Google!
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Safari still defaults to
Google, but
provides alternative options
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Safari still defaults to
Google, but
provides alternative options
DuckDuckGo optimization:
http://selnd.com/1CKGtJ2
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Search Wikipedia or Source Twitter
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CUTTING OUT THE WEB Suggesting apps, maps locations, emails, and phone contacts
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searchmarketingexpo.com
@MobileMoxie #SMX #13A
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Suggested Specific Location
--
Rich Results
from Apple Maps not Google Maps
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Suggested Location Grouping
--
Rich Results from Apple Maps - not
Google Maps
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Win with Local
Put Your Business On Apple Maps: Yelp Localeze TomTom (Tele Atlas) InfoUSA Acxiom
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@MobileMoxie #SMX #13A
Win with Local
Put Your Business On Apple Maps: Yelp Localeze TomTom (Tele Atlas) InfoUSA Acxiom
Make sure all your basic information is exactly the same
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Suggested Contacts
(Spotlight Only)
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Spotlight Searches All Info in
V-Card
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Get users to DL your keyword-rich .vcf file & cut the line on their phones!
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Suggested Emails/
Messages (Spotlight
Only)
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Email Optimization in Our Future
- Put most important keywords in the subject line
- Earlier in the subject line is better - EX “Ticketless Travel Passenger
Itinerary” does well for “travel” - Spotlight prefers recent emails to older
emails - Mobile devices can only pull what is stored
on the device (less than on a computer)
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Suggested iTunes
Content (Movies,
Music) With Rich Previews
iTunes Movies
iTunes Song
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Suggested Apps
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Spotlight for iOS Prefers
Installed Apps to
Uninstalled Apps or Websites
‘Kayak’ not Installed ‘Kayak’ Installed
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Spotlight (iOS) will Crawl App Titles – Even on Installed Apps
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“Out-rank” competitor websites: publish a keyword-targeted app
Both will show and displace the suggested website. Top result within installed apps is the result that ranks higher in the App Store.
If your competitor’s app is also installed, it’s not a problem!
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NOTE: Safari Search Doesn’t Crawl Installed Apps Yet
But Still Uses Predictive Search to Suggest App Store and Web Results Ahead of Google Search
Still a huge opportunity to get a keyword-targeted app in the store!
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Stacked Results in Spotlight
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PROBLEMS WITH APPLE’S SEARCH – BE AWARE
Apple’s search is young and has some early-Google-esque issues with its suggestions
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The Frontier Problem
- Exact Match
Domains
Website predictions are almost entirely based on exact match domains, which is a problem if your domain doesn’t start with your most typical branded query
Bing search suggestions not much better (still not the ‘Frontier’ in question)
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The Frontier Problem
- Try Apps
If this is a problem you face, a keyword targeted app OR maps listing is your best bet in Spotlight
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@MobileMoxie #SMX #13A
The Frontier Problem
Exact match domains issue on Safari, too
The Google suggestions appear to understand searcher intent better
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The Frontier Problem
My mom’s 2011 email performs better than Frontier’s recent “check in” email.
Subject lines matter more than email domains.
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Spelling Mistakes
VS.
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Contact
@mobilemoxie
@goutaste
facebook.com/mobilemoxie
www.mobilemoxie.com
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searchmarketingexpo.com
@MobileMoxie #SMX #13A