ios9 search & seo #seodifferent local search advantage presentation #smx15 9.28.15
TRANSCRIPT
iOS9 Search:#SEODifferent
Local Search Advantage Workshop
SMXEast 2015
Andrew ShotlandLocalSEOGuide.com
@localseoguide
www.localseoguide.com @localseoguide.com
About LocalSEOGuide
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10 Years of Enterprise & Multi-Location SEO
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Goin’ Mobile
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We Apps…😻
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http://applemapsmarketing.com/2015/06/61-of-u-s-iphone-owners-use-apple-maps-comscore/
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Apple’s Local Search Evolution
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SEO Environment has ChangedMoving from Desktop Mobile Apps
1. Mobile Web SEO Optimization2. Apple Store & Android Play Store SEO3. Google & Facebook App Indexing SEO4. New: iOS Search SEO
Google App Indexing Facebook App Links
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iOS9 Search: Siri• Apple Maps• Bing Search• App-Specific
Commands– “Open”, “Play”,
“Call”, etc.
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iOS 9 Search: Safari
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• Apple Maps
• App Content
• Suggested Websites
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iOS9 Search: Spotlight• App Content• Websites• Bing Search
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Two iOS Search Indexes
Applebot crawls + Standard markup User-created content/engagement with
apps on user’s device
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Breaking Down iOS App Search Features
3 Core APIs
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- User Activity: Reviews, ratings, check-in’s, pageviews, etc.
- Viewed app content can be eligible for public indexation on app Spotlight & Safari search
- Each activity has attributes & meta data- Can designate activities to be publicly available- Each activity has meta data
- var title- var keyword- var contentAttributeSet- var expirationDate- var webpage URL- CSSearchableItemAttributeSet? Could contain:
- contentDescription- thumbnailURL & Data- City, Province, Latitude Longitude
Features
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NSUserActivity
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- Unique image on each item
- Don’t use app logo as a thumbnail for all items- Minimum Size 180 X 270 pixels- Square of Circular Image 180 X 180 pixels
Image Size Recommendation
Model Minimum Image Width
Minimum Image Height
5s & earlier 40 px 60 px6 & all iPads 120 px 180 px6 Plus 180 px 270 px
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- Title- Based on the screen size of an iOS device, a long title
can get truncated, so it’s best to limit your title to 90 characters.
- Description- As with titles, long descriptions can also get truncated,
so it’s best to limit your description to 300 characters.
Title & Description Recommendations
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- UI & Server Recommendations- No interstitials- Performance- Take user directly to content
UI & Server Recommendations
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- APIs that help you add app-specific content to the on-device index and enable deep links into your app.
- API that adds content index for:- Only on devices with the app installed- Can add, update, delete from index- Batch update is also available- Index can be loaded at anytime when you
load the app- Recommended to only contain a few
thousand items
- This API is not dependent on user activities
Features
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CoreSpotlight
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- Web markup lets you make your related web content searchable and helps you enrich the user’s search experience.
- Used to enable App Search:- Need to allow Applebot to Discover the Website- Ensure there is markup for Deep Links in Website- Enable Deep Links handling in App- Structured Data Markup is Strongly Recommended
- Universal Links:- The universal links replace deep links with better security
features and easier development between apps. - Unclear if these URLs are trackable.
Features
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- Focus on Schema.org Microdata- Aggregated Ratings- Offers- Organization- PriceRange- Recipe
- Accepting OG Tags- Og: Image
Structured Data Markup
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User Activity + App Content Indexation + Web Markup
= Relevance Score
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Engagement Ratio = New BackLink?
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Spotlight Search Algorithm Test
• Enter query• Click on first Best Buy
Locator result• Repeat query• Record rankings• Click on first Best Buy
Locator result in “pack”• Repeatwww.localseoguide.com #SEODifferent
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Query = “tv”Result # 1 2 3 (Accidental
Click on Contacts)4 5
1 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go
2 3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
4 1 Podcast 1 Podcast 1 Podcast 1 Podcast 1 Podcast
5 1 iCal event 1 iCal event 1 iCal event 1 iCal event 1 iCal event
6 3 BB 3 BB 1 iMessage 3 BB 3 BB
7 1 iMessage 1 iMessage 3 mail 1 iMessage 1 iMessage
8 3 mail 3 mail 2 Notes 3 mail 3 mail
9 2 Notes 2 Notes 3 videos 2 Notes 2 Notes
10 3 videos 3 videos 3 BB 3 videos 3 videos
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Query = “appliance”Result # Query #1 2 3 4 5
1 2 suggested websites
1 BB 2 BB 3 BB 3 BB
2 3 maps 2 suggested websites
2 suggested websites
2 suggested websites
2 suggested websites
3 1 podcast 3 maps 3 maps 3 maps 3 maps
4 3 mail 1 podcast 1 podcast 1 podcast 1 podcast
5 3 BB 3 BB 3 BB 3 BB 3 BB
6 Wikipedia 3 mail 3 mail 3 mail 3 mail
7 3 Bing Wikipedia Wikipedia Wikipedia Wikipedia
8 3 Bing 3 Bing 3 Bing 3 Bing
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Spotlight Search Algorithm
• The app must contain the keyword or some close variation to rank
• The more you use an app the more likely it is to show up, regardless of what you use it for
• The more common a keyword the more likely irrelevant results are to rank
• Content/engagement ratio appears to be a non-factor at the moment
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How Yelp SPAMs Spotlight Search
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Near Term Considerations
• Make sure your business data is up to date on Apple Maps
• U.S. Data Providers:- mapsconnect.apple.com- Axciom- Booking.com- Factual.com- GasBuddy.com- GreatSchools.com- Neustar Localeze- TripAdvisor.com- Yelp.com
• Start out with a big app index for Spotlight. Avoid indexing low search value URLs
• Add schema markup to web pages
• Test aggressive tagging
• Focus on user engagement with your app & presence on highly engaging third-party apps
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Further Reading• AppleMapsMarketing.com• iOS App Search Programmer Guide• Yext:Optimizing Local Search for iOS9
(reg req’d)
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