searchlove boston 2015 | justin briggs, 'mobile search: you need to be more than...
TRANSCRIPT
Mobile Search:Going beyond mobile-friendly
Everyone mobile-friendly?
Growing Importance of Mobile
How Significant is Mobile For You?
Go to Adwords Set to mobile Mobile traffic
The problem with mobile search…
It’s not about being mobile-friendly
This Presentation… How Many Times?
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
Customer trying their damndest to use your site.
Take Your User Experience Further
Source: http://scotthurff.com/posts/how-to-design-for-thumbs-in-the-era-of-huge-screens
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
Successful Mobile Search Strategy
Location Input Differences Task Completion
How is your content used on mobile?
What is Your Mobile Content?
Google Webmaster Tools
Compare with mobile VLOOKUP in Excel
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
Much broader problem than search
Business Case for Mobile
Lost Traffic Poor UX Poor Monetization=> =>
Tomorrow’s Problem
Perc
enta
ge o
f Ove
rall T
raffi
c
Projected Mobile Percentage Growth
Turn of the Tide
Mobile Moment
Turn of the Tide
Mobile App Moment
Mobile search isn’t just about webpages
SEO is shifting
Google Prioritizes App Content
Mobile apps demand significant attention in mobile search
Pay attention to growing your mobile app
App Store Optimization
App Store Ranki
ngApp Store
App Listing App Performance
Web
Citations
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
Rankings in Organic Search
App store landing pages in traditional
search
App Store Keywords in SEMRUsh
Filter by app landing pages
Enter your keyword(s)
Leverage your app store page in organic search
Find high-value terms app stores rank highly for & displace
Take advantage of device intent rank modifications
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
Search is rapidly becoming more mobile & conversational
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/
It’s still early days
App crawl, indexation, and search is like the early 1990’s
Drive App Engagement
App launch can be default behavior…
Clicking this launches the app!
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
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>
Verify site with Google Play Developer Console & Webmaster Tools
Annotate site for app URI discovery via crawl
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
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
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
Very similar to a mobile separate-site setup
Launch App From Search
No longer limited to users with installed app
Drive app installs by leveraging your existing SEO visibility
Push to Google with App Indexing API
Autocomplete App Suggestions
Only the beginning…
Search as an interface with app actions
App Actions
App Indexing Knowledge Graph App Actions+ =
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>
App Actions
Building an Action Graph
Order me a pizza? Schedule my meeting? Drive my car?
Ok, Google
What about iOS?
Close to Release
iOS app indexing in the wild
Validates in testing tool
