App Indexing & Mobile SEO - Friends of Search 2016

Emily Grossman (@Goutaste), MobileMoxie App SEO Expert 1#FriendsofSearch2016
Emily Grossman
MobileMoxie
App Indexing & Mobile SEO:
Winning At The New Frontier

Image Source: “http://www.developereconomics.com/websites-vs-web-apps/”

App Single Apps Universal App Pack
Google Ranking Whole Apps

Emily Grossman (@Goutaste), MobileMoxie App SEO Expert 6
Google Ranking App Screens (Deep Links)
#FriendsofSearch2016

Image source: http://www.windtraveler.net/2010/06/jerry-whipple-should-have-stuck-with.html

Image source: http://7-themes.com/data_images/out/26/6857797-japanese-art.jpg

App Saturation In Logged-In Search

5 App Deep Link Results
2 Web Page “Blue Link” Results
(Both are “mobile-friendly”)
Logged-In Branded
Local Search Result
Page 1:

App Saturation After App Streaming is Public?

How to Rank Apps in Google Search

App Pack Optimization
App Title

Rankings Differ
Between
Android and iOS
Test on Multiple
Devices Or Use A
Local-Mobile
Search Simulator
App Pack on Android But Not iOS!

bit.ly/mobile-search-simulator

Google App Indexing
Support HTTP URLsSupport HTTP URLs
bit.ly/g-app-indexing
1. Prepare App
2. Associate App with Website
3. Control Indexing
1. Prepare App
2. Associate App with Website
3. Control Indexing

1 Prepare App
Support HTTP URLs

2 Associate App with Website
Add your app as a new property to Search Console using the syntax
android-app://{package-name}/
Support HTTP URLs

Create noindex.XML file:
Reference it in the
AndroidManifest.xml
file:
3 Control Indexing
Support HTTP URLs

1 Prepare App
• Modify your application
delegate
• Adopt an entitlement in
Xcode that lists each domain
associated with your app
READ:
http://bit.ly/ios9universallinks
http://bit.ly/UIApplicationDelegat
e-Reference
WATCH:
http://bit.ly/appleuniversallinks
Support HTTP URLs

{
"applinks": {
"apps": [],
"details": {
»ABC0123.com.domain.App": {
"paths":[ "*" ]
}
}
}
}
Associate App with Website
• Create an apple-app-site-
association file for each
associated domain with the content
your app supports and host it at the
root level.
NOTE: The association file must be
hosted on a domain that supports
HTTPS/TLS, even if the HTTP deep links
are not themselves served via HTTPS.
2
Support HTTP URLs

{
"applinks": {
"apps": [],
"details": {
»ABC0123.com.domain.App": {
"paths":[
”/folder/subfolder/”,
”/folder2/subfolder2/*”,
]
}
}
}
}
Control Indexing
• Modify apple-app-site-
association file to specify only
the content that is parallel between
the app and the website.
3
Support HTTP URLs

Google App Indexing
Support HTTP URLs
Enable Your App To
Send a Feed of Deep
Links
Support HTTP URLs
Enable Your App To
Send a Feed of Deep
Links
Via Android App Indexing API Via GoogleAppIndexing SDK

...
public class MainActivity extends Activity {
private GoogleApiClient mClient;
private Uri mUrl;
private String mTitle;
private String mDescription;
@Override
protected void onCreate(Bundle savedInstanceState) {
mClient = new
GoogleApiClient.Builder(this).addApi(AppIndex.API).build();
mUrl = "http://examplepetstore.com/dogs/standard-poodle";
mTitle = "Standard Poodle";
mDescription = "The Standard Poodle stands at least 18 inches at the
withers";
}
...
Full code sample here: bit.ly/appindexingAPIcode
Enable App To Send Feed of Deep Links

...
@Override
public void onStart() {
super.onStart();
mClient.connect();
AppIndex.AppIndexApi.start(mClient, getAction());
}
@Override
public void onStop() {
AppIndex.AppIndexApi.end(mClient, getAction());
mClient.disconnect();
super.onStop();
}...

...
@Override
public void onStart() {
super.onStart();
mClient.connect();
AppIndex.AppIndexApi.start(mClient, getAction());
}
@Override
public void onStop() {
AppIndex.AppIndexApi.end(mClient, getAction());
mClient.disconnect();
super.onStop();
}...
+ Extra
Rankings
Boost

1. Use most up-to-date version of CocoaPods
2. Add ‘GoogleAppIndexing’ pod to Podfile
3. Save and Install Pod
4. Import GoogleAppIndexing
1. Register app
pod 'GoogleAppIndexing'
pod install
#import <GoogleAppIndexing/GoogleAppIndexing.h>
[[GSDAppIndexing sharedInstance] registerApp:your iTunes ID];

Google App Indexing
Support HTTP URLs
Enable Your App To
Send a Feed of Deep
Links
Test
Implementation
Support HTTP URLs
Enable Your App To
Send a Feed of Deep
Links
Test
Implementation
http://bit.ly/test-android-indexing http://bit.ly/test-iOS-indexing

Google App Indexing
Support HTTP URLs
Enable Your App To
Send a Feed of Deep
Links
Test
Implementation
Optimize
Support HTTP URLs
Enable Your App To
Send a Feed of Deep
Links
Test
Implementation
Optimize

How to Check If Your Website is Mobile-Friendly

Check Your Website
For Mobile-Friendly Tags

bit.ly/mobilefriendlytest

 Unblock CSS & Javascript

 Remove App Interstitials (App
Banners are OK)

Banners are OK)
 Check Mobile UX (Meta
Viewport, Tap Targets, Font Size)

Banners are OK)
 Check Mobile UX (Meta
Viewport, Tap Targets, Font Size)
 Improve PageSpeed

How to Go Beyond Mobile-Friendly &
Beyond Google!

Knowledge Graph is EXTRA Important for Mobile

Optimize GMB for Google Now & Now on Tap
Optimized!

Appear in Spotlight and Safari Results
Leverage Apple Search & Apple Maps
https://mapsconnect.apple.com

Leverage Apple Search Contacts
Spotlight Search
ranks on-device
contacts by
searching name,
phone number
and even notes!

Mobile PPC
Mobile AdWords Extensions:
 Apps
 Calls
 Locations
 Reviews
 Sitelinks
 Callouts
 Consumer Ratings
 Previous Visits
 Seller Ratings

Mobile Sponsored Results

Summary & Action Items
 Apps are NEW and TOUGHER
competition for SEOs
 App results change based on
OS and install status
 App Streaming threatens to
increase app presence in
SERPs
 Optimize your apps to take
advantage of rankings boosts
 Optimize your website to fit
Google’s mobile standards
 Explore opportunities to
increase visibility outside of
traditional mobile search

You don’t have mobile customers and
desktop customers.
You just have customers.
Source: “Connecting the Dots: Measuring Your Micro-Moments Strategy” September 2015 - ThinkwithGoogle.com

Emily Grossman
emily@mobilemoxie.com
@goutaste
www.mobilemoxie.com
2 Months Free Code:
FRIENDS
facebook.com/mobilemoxie
@mobilemoxie

References & Links
• App Streaming: http://marketingland.com/google-app-streaming-web-of-apps-152449
• Mobile Moxie Search Simulator Tool: http://bit.ly/mobile-search-simulator
• App Indexing Instructions: http://bit.ly/g-app-indexing
• Tool to check for site-association file: http://bit.ly/universal-links-tool
• Mobile Friendly Test: http://bit.ly/mobilefriendlytest
• Apple Maps Connect: https://mapsconnect.apple.com
Images and Quotes
Google Quote: https://twitter.com/ThinkwithGoogle/status/662045561248464896
Japanese Woodblock Art: http://eightface.com/files/images/2010.09.japanese.woodblock.print.jpg
Japanese Woodblock Art:
http://www.lazerhorse.org/wp-content/uploads/2015/01/Katsushika-Hokusai-Japanese-Art-Landscape.jpg
Phone in hand image: http://zogdigital.com and http://Ev2.me

App Indexing & Mobile SEO - Friends of Search 2016

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Editor's Notes