searchlove boston 2015 | justin briggs, 'mobile search: you need to be more than...
TRANSCRIPT
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Mobile Search:Going beyond mobile-friendly
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Everyone mobile-friendly?
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Growing Importance of Mobile
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How Significant is Mobile For You?
Go to Adwords Set to mobile Mobile traffic
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The problem with mobile search…
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It’s not about being mobile-friendly
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This Presentation… How Many Times?
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What is Mobile-Friendly?
Table Stakes
(Not being a complete jerk to 30% of your customers)
Text is readable
Links are clickable
Fits the screen
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Customer trying their damndest to use your site.
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Take Your User Experience Further
Source: http://scotthurff.com/posts/how-to-design-for-thumbs-in-the-era-of-huge-screens
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Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them.
~ Kevin Stirtz
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Successful Mobile Search Strategy
Location Input Differences Task Completion
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How is your content used on mobile?
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What is Your Mobile Content?
Google Webmaster Tools
Compare with mobile VLOOKUP in Excel
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Compare Content Types
Landing Page Groups Desktop Click % Mobile Clicks % Delta
Product Category 30% 20% -10%
Learn Content 10% 25% 15%
Store Pages 5% 30% 25%
Mobile task scenarios
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Much broader problem than search
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Business Case for Mobile
Lost Traffic Poor UX Poor Monetization=> =>
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Tomorrow’s Problem
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Projected Mobile Percentage Growth
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Turn of the Tide
Mobile Moment
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Turn of the Tide
Mobile App Moment
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Mobile search isn’t just about webpages
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SEO is shifting
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Google Prioritizes App Content
Mobile apps demand significant attention in mobile search
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Pay attention to growing your mobile app
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App Store Optimization
App Store Ranki
ngApp Store
App Listing App Performance
Web
Citations
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Case Study: App Store Optimization
Medical App
iTunes: Top 50 (Free) Medical Category
Keyword research & app listing update
Tracked 20 strategic terms
Increased average rank by 18.9
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Rankings in Organic Search
App store landing pages in traditional
search
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App Store Keywords in SEMRUsh
Filter by app landing pages
Enter your keyword(s)
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Leverage your app store page in organic search
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Find high-value terms app stores rank highly for & displace
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Take advantage of device intent rank modifications
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App Stores Rank Higher on MobileiTunes Ranking Boost on Mobile
Increased Ranking63%
No Change17%
Reduced Ranking20%
Source: SEMRush, 920 Keyword Sample in recipe vertical
Average increase 1.94 positions
Moderate lift on brand terms
Strong lift on “aggressive” terms
Moderate lift on head terms
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Search is rapidly becoming more mobile & conversational
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Search as an Interface
Visits to app, not websites
Takes action on your behalf
Hands free UI(wearables)
Solutions, not web pages
Search examples: http://blog.tackmobile.com/article/android-wear-gui-elements/
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It’s still early days
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App crawl, indexation, and search is like the early 1990’s
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Drive App Engagement
App launch can be default behavior…
Clicking this launches the app!
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App Deep Links
android-app://{package_id}/{scheme}/{host_path}➢ package_id - app ID in Play store➢ scheme - http or custom scheme➢ host_path - specific content within app
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Intent Filter: AndroidManifest.xml
Defines the structure of your app URIs
<activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <!-- Accepts URIs that begin with "http://example.com/gizmos” --> <data android:scheme="http" android:host="example.com" android:pathPrefix="/gizmos" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> </intent-filter> </activity>
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Verify site with Google Play Developer Console & Webmaster Tools
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Annotate site for app URI discovery via crawl
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Three Ways to Expose App URI
<html><head> ... <link rel="alternate" href="android-app://com.example.android/http/example.com/gizmos" /> ...</head><body> … </body>
Rel=“alternate”
ViewAction
XML Sitemap
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Three Ways to Expose App URI
<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "WebPage", "@id": "http://example.com/gizmos", "potentialAction": { "@type": "ViewAction", "target": "android-app://com.example.android/http/example.com/gizmos" }}</script>
Rel=“alternate”
ViewAction
XML Sitemap
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Three Ways to Expose App URI<?xml version="1.0" encoding="UTF-8" ?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"><url> <loc>http://example.com/gizmos</loc> <xhtml:link rel="alternate" href="android-app://com.example.android/example/gizmos" /></url>...</urlset>
Rel=“alternate”
ViewAction
XML Sitemap
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Very similar to a mobile separate-site setup
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Launch App From Search
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No longer limited to users with installed app
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Drive app installs by leveraging your existing SEO visibility
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Push to Google with App Indexing API
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Autocomplete App Suggestions
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Only the beginning…
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Search as an interface with app actions
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App Actions
App Indexing Knowledge Graph App Actions+ =
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Leverage Schema.org Actions
<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "MusicGroup", "name": "Weezer", "potentialAction": { "@type": "ListenAction", "target": "android-app://com.spotify.music/http/we.../listen" } } </script>
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App Actions
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Building an Action Graph
Order me a pizza? Schedule my meeting? Drive my car?
Ok, Google
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What about iOS?
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Close to Release
iOS app indexing in the wild
Validates in testing tool