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How Apple Is Changing Up Search

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: How Apple Is Changing Up Search: From Siri To Safari To Spotlight. PRESENTATION: How Apple Is Changing Up Search - Given by Emily Grossman, @Goutaste - Mobile Moxie, Mobile Marketing Specialist. #SMX #13A

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How Apple Is Changing Up Search

  1. 1. searchmarketingexpo.com @MobileMoxie #SMX #13A HOW APPLE IS CHANGING UP SEARCH: From Siri To Safari To Spotlight
  2. 2. searchmarketingexpo.com @MobileMoxie #SMX #13A Most people are here today to talk about this:
  3. 3. searchmarketingexpo.com @MobileMoxie #SMX #13A Or maybe this, too:
  4. 4. searchmarketingexpo.com @MobileMoxie #SMX #13A But I’m going to talk about Apple:
  5. 5. searchmarketingexpo.com @MobileMoxie #SMX #13A Why Apple? iPhone sales by fiscal quarter (in millions)
  6. 6. searchmarketingexpo.com @MobileMoxie #SMX #13A And Growing…
  7. 7. searchmarketingexpo.com @MobileMoxie #SMX #13A Hardware has never been Apple’s ONLY market… or even its primary market “Apple is not a hardware company… there are other things we can do to have revenues and profits flow.” –Tim Cook, 2013
  8. 8. Apple’s real products are bundled with the devices
  9. 9. searchmarketingexpo.com @MobileMoxie #SMX #13A Apple owns these markets: Which could be threatened by these markets:
  10. 10. searchmarketingexpo.com @MobileMoxie #SMX #13A Apple owns these markets: Which could be threatened by these markets:
  11. 11. searchmarketingexpo.com @MobileMoxie #SMX #13A Enter Spotlight, Safari Spotlight – Searches on-device content and web - iOS 8 and Yosemite Safari – Searches web content - Default browser on Apple Devices
  12. 12. searchmarketingexpo.com @MobileMoxie #SMX #13A And their sidekick, Siri! on-device and web search (similar to Spotlight)
  13. 13. searchmarketingexpo.com @MobileMoxie #SMX #13A Mac Users Are Growing (And Loyal) Microsoft Windows 10 Event
  14. 14. searchmarketingexpo.com @MobileMoxie #SMX #13A And even MORE market share in mobile browsing Worldwide Mobile Browser Market Share 2/2014 http://bit.ly/mobile-browser-share-2014
  15. 15. searchmarketingexpo.com @MobileMoxie #SMX #13A Apple is using Siri, Safari, and Spotlight to: Cut in Line
  16. 16. searchmarketingexpo.com @MobileMoxie #SMX #13A Cut in Line Cut out Google Apple is using Siri, Safari, and Spotlight to:
  17. 17. searchmarketingexpo.com @MobileMoxie #SMX #13A Cut in Line Cut out the Web Cut out Google Apple is using Siri, Safari, and Spotlight to:
  18. 18. searchmarketingexpo.com @MobileMoxie #SMX #13A Cut in Line Cut out the Web Cut out Google Predicting search queries and placing Apple’s own suggested results ahead of search Apple is using Siri, Safari, and Spotlight to:
  19. 19. searchmarketingexpo.com @MobileMoxie #SMX #13A Cut in Line Cut out the Web Cut out Google Predicting search queries and placing Apple’s own suggested results ahead of search Defaulting to Bing search over Google search for suggested search queries (Spotlight, Siri) Apple is using Siri, Safari, and Spotlight to:
  20. 20. searchmarketingexpo.com @MobileMoxie #SMX #13A Cut in Line Cut out the Web Cut out Google Predicting search queries and placing Apple’s own suggested results ahead of search Defaulting to Bing search over Google search for suggested search queries (Spotlight, Siri) Suggesting apps, maps locations, emails, and phone contacts Apple is using Siri, Safari, and Spotlight to:
  21. 21. searchmarketingexpo.com @MobileMoxie #SMX #13A Ride the Apple bypass into traffic-land!
  22. 22. searchmarketingexpo.com @MobileMoxie #SMX #13A in addition to NOT instead of Google Emily said we don’t have to care about Google anymore! Oh sweet delicious taste of freedom! #brb deleting Google Analytics…
  23. 23. searchmarketingexpo.com @MobileMoxie #SMX #13A in addition to NOT instead of Google Emily said we don’t have to care about Google anymore! Oh sweet delicious taste of freedom! #brb deleting Google Analytics…
  24. 24. CUTTING IN LINE Predicting search queries and placing Apple’s own suggested results ahead of search
  25. 25. searchmarketingexpo.com @MobileMoxie #SMX #13A Apple is predicting search queries and suggesting results before the search Safari Spotlight
  26. 26. Suggested Websites Apple’s suggestions get first position, with favicons Google search second
  27. 27. Suggested Wikipedia Entries and News Results
  28. 28. CUTTING OUT GOOGLE Defaulting to Bing search over Google search for suggested search queries (in Spotlight and Siri)
  29. 29. Siri and Spotlight Use Bing Twitter provided as an alterative search source before Google!
  30. 30. Safari still defaults to Google, but provides alternativ e options
  31. 31. Safari still defaults to Google, but provides alternativ e options DuckDuckGo optimization: http://selnd.com/1CKGtJ2
  32. 32. Search Wikipedia or Source Twitter
  33. 33. CUTTING OUT THE WEB Suggesting apps, maps locations, emails, and phone contacts
  34. 34. searchmarketingexpo.com @MobileMoxie #SMX #13A
  35. 35. Suggested Specific Location -- Rich Results from Apple Maps not Google Maps
  36. 36. Suggested Location Grouping -- Rich Results from Apple Maps - not Google Maps
  37. 37. searchmarketingexpo.com @MobileMoxie #SMX #13A Win with Local Put Your Business On Apple Maps: Yelp Localeze TomTom (Tele Atlas) InfoUSA Acxiom
  38. 38. searchmarketingexpo.com @MobileMoxie #SMX #13A Win with Local Put Your Business On Apple Maps: Yelp Localeze TomTom (Tele Atlas) InfoUSA Acxiom Make sure all your basic information is exactly the same
  39. 39. Suggested Contacts (Spotlight Only)
  40. 40. Spotlight Searches All Info in V-Card
  41. 41. searchmarketingexpo.com @MobileMoxie #SMX #13A Get users to DL your keyword-rich .vcf file & cut the line on their phones!
  42. 42. Suggested Emails/ Messages (Spotlight Only)
  43. 43. searchmarketingexpo.com @MobileMoxie #SMX #13A Email Optimization in Our Future - Put most important keywords in the subject line - Earlier in the subject line is better - EX “Ticketless Travel Passenger Itinerary” does well for “travel” - Spotlight prefers recent emails to older emails - Mobile devices can only pull what is stored on the device (less than on a computer)
  44. 44. Suggested iTunes Content (Movies, Music) With Rich Previews iTunes Movies iTunes Song
  45. 45. Suggested Apps
  46. 46. Spotlight for iOS Prefers Installed Apps to Uninstalle d Apps or Websites ‘Kayak’ not Installed ‘Kayak’ Installed
  47. 47. searchmarketingexpo.com @MobileMoxie #SMX #13A Spotlight (iOS) will Crawl App Titles – Even on Installed Apps
  48. 48. searchmarketingexpo.com @MobileMoxie #SMX #13A “Out-rank” competitor websites: publish a keyword-targeted app Both will show and displace the suggested website. Top result within installed apps is the result that ranks higher in the App Store. If your competitor’s app is also installed, it’s not a problem!
  49. 49. searchmarketingexpo.com @MobileMoxie #SMX #13A NOTE: Safari Search Doesn’t Crawl Installed Apps Yet But Still Uses Predictive Search to Suggest App Store and Web Results Ahead of Google Search Still a huge opportunity to get a keyword- targeted app in the store!
  50. 50. Stacked Results in Spotlight
  51. 51. PROBLEMS WITH APPLE’S SEARCH – BE AWARE Apple’s search is young and has some early-Google-esque issues with its suggestions
  52. 52. The Frontier Problem - Exact Match Domains Website predictions are almost entirely based on exact match domains, which is a problem if your domain doesn’t start with your most typical branded query Bing search suggestions not much better (still not the ‘Frontier’ in question)
  53. 53. The Frontier Problem - Try Apps If this is a problem you face, a keyword targeted app OR maps listing is your best bet in Spotlight
  54. 54. searchmarketingexpo.com @MobileMoxie #SMX #13A The Frontier Problem Exact match domains issue on Safari, too The Google suggestions appear to understand searcher intent better
  55. 55. searchmarketingexpo.com @MobileMoxie #SMX #13A The Frontier Problem My mom’s 2011 email performs better than Frontier’s recent “check in” email. Subject lines matter more than email domains.
  56. 56. searchmarketingexpo.com @MobileMoxie #SMX #13A Spelling Mistakes VS.
  57. 57. Contact @mobilemoxie @goutaste facebook.com/mobilemoxie www.mobilemoxie.com
  58. 58. searchmarketingexpo.com @MobileMoxie #SMX #13A

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