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The Future of Deep Linking & App Indexing

How Deep Linking will Enable Private Indexing and Drastically Change the Future of Mobile Marketing & SEO

The Future of Deep Linking & App Indexing

  1. 1. @Suzzicks MobileMoxie #SMXMunich The Future of App Indexing
  2. 2. @Suzzicks MobileMoxie #SMXMunich Google Talks About Apps in Autocomplete @Suzzicks MobileMoxie #SMXMunich Surfaced through the Google App Indexing API
  3. 3. @Suzzicks MobileMoxie #SMXMunich But There Is More Going on Here… @Suzzicks MobileMoxie #SMXMunich
  4. 4. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich A “Phone” Universal in Google Search App/ Google Now
  5. 5. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich A “Phone” Universal in Google Search App/ Google Now My logged-in Chrome app history/ activity
  6. 6. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich A whole app installed on my phone. My logged-in Chrome app history/ activity A “Phone” Universal in Google Search App/ Google Now
  7. 7. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich A whole app installed on my phone. A deep link to my friend’s contact card! My logged-in Chrome app history/ activity A “Phone” Universal in Google Search App/ Google Now
  8. 8. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich A whole app installed on my phone. A deep link to my friend’s contact card! Deep links to play my music - called “Listen Actions” My logged-in Chrome app history/ activity A “Phone” Universal in Google Search App/ Google Now
  9. 9. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich A whole app installed on MY phone. A deep link to MY friend’s contact card! Deep links to play MY music - called “Listen Actions” MY logged-in Chrome app history/ activity A “Phone” Universal in Google Search App/ Google Now
  10. 10. @Suzzicks MobileMoxie #SMXMunich Relevant “My” Queries That Can Target Private Index @Suzzicks MobileMoxie #SMXMunich
  11. 11. @Suzzicks MobileMoxie #SMXMunich Google App Also Has User-Specific Android Deep Links (From API) Deep links to previously-viewed content in an Android App with Web Parity that uses the App Indexing API… @Suzzicks MobileMoxie #SMXMunich
  12. 12. @Suzzicks MobileMoxie #SMXMunich Google App Also Has User-Specific Android Deep Links (From API) Deep links to previously-viewed content in an Android App with Web Parity that uses the App Indexing API… … Not private data, but privately indexed @Suzzicks MobileMoxie #SMXMunich
  13. 13. @Suzzicks MobileMoxie #SMXMunich 3rd Party Apps Can’t Index Private Data Because… Web Parity…?
  14. 14. @Suzzicks MobileMoxie #SMXMunich When Google Stops Requiring Web Parity @Suzzicks MobileMoxie #SMXMunich
  15. 15. @Suzzicks MobileMoxie #SMXMunich When Google Stops Requiring Web Parity @Suzzicks MobileMoxie #SMXMunich
  16. 16. @Suzzicks MobileMoxie #SMXMunich Google is Amassing a Private Index: Picture Your Brand Here Photos from Google Photos Contacts in Google Contacts Search History from Chrome @Suzzicks MobileMoxie #SMXMunich
  17. 17. @Suzzicks MobileMoxie #SMXMunich Personal Index Can Surface Specific Emails @Suzzicks MobileMoxie #SMXMunich
  18. 18. @Suzzicks MobileMoxie #SMXMunich Aggregated Data From Google Apps: Gmail, Calendar, Maps, Contacts… @Suzzicks MobileMoxie #SMXMunich
  19. 19. @Suzzicks MobileMoxie #SMXMunich Combining Sourced Data With Feeds For A Richer Interface @Suzzicks MobileMoxie #SMXMunich
  20. 20. @Suzzicks MobileMoxie #SMXMunich Photos Results on Android Are Also Deep Links @Suzzicks MobileMoxie #SMXMunich
  21. 21. @Suzzicks MobileMoxie #SMXMunich Use Machine Learning Image Recognition @Suzzicks MobileMoxie #SMXMunich
  22. 22. @Suzzicks MobileMoxie #SMXMunich See Which Devices are Sharing Info With The Private Index @Suzzicks MobileMoxie #SMXMunich
  23. 23. @Suzzicks MobileMoxie #SMXMunich Read More About The Private Index… http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719 @Suzzicks
  24. 24. @Suzzicks MobileMoxie #SMXMunich Non-Parity Indexing  Could be possible with the Google App Indexing API – theoretically could index deep links without a corresponding web URL
  25. 25. @Suzzicks MobileMoxie #SMXMunich Not Many Apps Using App Indexing API @Suzzicks MobileMoxie #SMXMunich
  26. 26. @Suzzicks MobileMoxie #SMXMunich A Ranking Factors Dilemma for Google How Do You Rank Apps-Only Vs. Web Only? App-Only Ranking Factors:  Installation  Technical Implementation  Engagement Web-Only Ranking Factors:  On-Page Optimization  Site Speed  Links  MobileFriendliness
  27. 27. @Suzzicks MobileMoxie #SMXMunich What About iOS Apps? We Have No Engagement Data for Them – No Bi-directional API
  28. 28. @Suzzicks MobileMoxie #SMXMunich Google Now & Now on Tap @Suzzicks MobileMoxie #SMXMunich
  29. 29. @Suzzicks MobileMoxie #SMXMunich An Open Google Now API?
  30. 30. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
  31. 31. @Suzzicks MobileMoxie #SMXMunich How Would it Rank Competitors?
  32. 32. @Suzzicks MobileMoxie #SMXMunich This Means Google Needs Engagement Data for Google Now… ... @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(); }... Full code sample here: bit.ly/appindexingAPIcode “Can Haz Engagement Data?” -Google
  33. 33. @Suzzicks MobileMoxie #SMXMunich …And Apps Need to Focus on Good Engagement To Win At Google Now @Suzzicks MobileMoxie #SMXMunich
  34. 34. @Suzzicks MobileMoxie #SMXMunich Monetization of Google Now
  35. 35. @Suzzicks MobileMoxie #SMXMunich App Streaming
  36. 36. @Suzzicks MobileMoxie #SMXMunich Potentially a Cross-OS App Solution? @Suzzicks MobileMoxie #SMXMunich
  37. 37. @Suzzicks MobileMoxie #SMXMunich But App Streaming Has A Connection Requirement… @Suzzicks MobileMoxie #SMXMunich
  38. 38. @Suzzicks MobileMoxie #SMXMunich But App Streaming Has A Connection Requirement… @Suzzicks MobileMoxie #SMXMunich Not Common for World-Wide Mobile Use
  39. 39. @Suzzicks MobileMoxie #SMXMunich Read More About App Streaming & Connection Speed http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719 @Suzzicks More thoughts on App Streaming and connection speed: bit.ly/mobileconnectionspeed @Suzzicks MobileMoxie #SMXMunich
  40. 40. @Suzzicks MobileMoxie #SMXMunich Summary  Think About Private Indexing – Indexing User Activities AND Eventually Indexing Private User Data Prepare for Google Now API – Increase Your App Engagement Prepare for App Only search results – Look into App Streaming if you are App-Only

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