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How Apple's Changing Up Search: From Siri To Safari To Spotlight By Emily Grossman

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: How Apple's Changing Up Search: From Siri To Safari To Spotlight - Given by Emily Grossman, @goutaste, Mobile Marketing Specialist - MobileMoxie. #SMX #14A2

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How Apple's Changing Up Search: From Siri To Safari To Spotlight By Emily Grossman

  1. 1. #SMX #14A2 @goutaste Emily Grossman, MobileMoxie HOW APPLE’S CHANGING UP SEARCH: FROM SIRI TO SAFARI TO SPOTLIGHT
  2. 2. #SMX #14A2 @goutaste MOST PEOPLE ARE HERE TODAY TO TALK ABOUT:
  3. 3. #SMX #14A2 @goutaste MAYBE THESE GUYS, TOO:
  4. 4. #SMX #14A2 @goutaste
  5. 5. #SMX #14A2 @goutaste WHY APPLE? iPhone sales by fiscal quarter (in millions)
  6. 6. #SMX #14A2 @goutaste AND GROWING: Hardware (Units Sold)
  7. 7. #SMX #14A2 @goutaste 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. #SMX #14A2 @goutaste APPLE’S REAL PRODUCTS ARE BUNDLED WITH THE DEVICES
  9. 9. #SMX #14A2 @goutaste Apple has owned these markets: Which could be threatened by these markets:
  10. 10. #SMX #14A2 @goutaste Apple has owned these markets: Which could be threatened by these markets:
  11. 11. #SMX #14A2 @goutaste ENTER SPOTLIGHT, SAFARI, & SIRI SPOTLIGHT SAFARISIRI
  12. 12. #SMX #14A2 @goutaste
  13. 13. #SMX #14A2 @goutaste
  14. 14. #SMX #14A2 @goutaste MAC USERS ARE GROWING AND LOYAL Microsoft Windows 10 Event
  15. 15. #SMX #14A2 @goutaste AND EVEN MORE MARKET SHARE IN MOBILE Worldwide Mobile Browser Market Share 2/2014 http://bit.ly/mobile-browser-share-2014
  16. 16. #SMX #14A2 @goutaste Cut in Line Apple is using Siri, Safari, and Spotlight to:
  17. 17. #SMX #14A2 @goutaste Cut in Line Cut out Google Apple is using Siri, Safari, and Spotlight to:
  18. 18. #SMX #14A2 @goutaste Cut in Line Cut out the Web Cut out Google Apple is using Siri, Safari, and Spotlight to:
  19. 19. #SMX #14A2 @goutaste 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:
  20. 20. #SMX #14A2 @goutaste 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: Defaulting to Bing and direct sources over Google
  21. 21. #SMX #14A2 @goutaste 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 and direct sources over Google Suggesting maps locations, emails, phone contacts, and ESPECIALLY apps Apple is using Siri, Safari, and Spotlight to:
  22. 22. #SMX #14A2 @goutaste RIDE THE APPLE BYPASS INTO TRAFFIC (OR ENGAGEMENT) LAND! Your website or app
  23. 23. #SMX #14A2 @goutaste in addition to NOT instead of Google SEO
  24. 24. #SMX #14A2 @goutaste in addition to NOT instead of Google SEO
  25. 25. #SMX #14A2 @goutaste CUTTING IN LINE Predicting search queries and placing Apple’s own suggested results ahead of search
  26. 26. #SMX #14A2 @goutaste Apple is predicting search queries and suggesting results before the user even executes the search Safari Spotlight
  27. 27. #SMX #14A2 @goutaste Suggested Websites Apple’s suggestions get first position, with favicons Google search second
  28. 28. #SMX #14A2 @goutaste Suggested Wikipedia Entries and News Results
  29. 29. #SMX #14A2 @goutaste Multi-Cut (3 Results in Safari Before Google!)
  30. 30. #SMX #14A2 @goutaste CUTTING OUT GOOGLE Defaulting to Bing, and Direct Sources over Google
  31. 31. #SMX #14A2 @goutaste Direct Sources, Bing
  32. 32. #SMX #14A2 @goutaste Safari still defaults to Google, but provides alternative options
  33. 33. #SMX #14A2 @goutaste Safari still defaults to Google, but provides alternative options DuckDuckGo optimization: http://selnd.com/1CKGtJ2
  34. 34. #SMX #14A2 @goutaste CUTTING OUT THE WEB Suggesting maps locations, emails, phone contacts, and apps
  35. 35. #SMX #14A2 @goutaste Siri Suggests Contacts, Apps & Apple Maps First (iOS 9)
  36. 36. #SMX #14A2 @goutaste Suggested Location -- Rich Results from Apple Maps not Google Maps
  37. 37. #SMX #14A2 @goutaste Suggested Location -- Directions from Apple Maps
  38. 38. #SMX #14A2 @goutaste Suggested Location -- Aggregator Screens Eliminate Need for Web Search
  39. 39. #SMX #14A2 @goutaste Win with Local https://mapsconnect.apple.com
  40. 40. #SMX #14A2 @goutaste Win with Local • Food: Restaurants, groceries, fast food, cafes, bakeries, and deserts. • Shopping: Shopping centers, apparel, department (stores), home and office, convenience, and sporting goods. • Drinks: Coffee shops, tea and juice, stores, bars, breweries, and wine bars. • Travel: Airports, travel stations, transit stations, hotels, banks and ATMs, museums, and landmarks. • Services: Beauty, laundry, banks and ATMs, pet services, and post. • Fun: Nightlife, music and drama, parks and recreation, movies, fun and games, and sports. • Health: Fitness, swimming, doctors, dentists, drug stores, and hospitals. • Transport: Transit stations, bus stops, parking, auto services, ca rental, and gas stations.
  41. 41. #SMX #14A2 @goutaste Win with Local http://gspe21.ls.apple.com/html/attribution-7.html
  42. 42. #SMX #14A2 @goutaste Suggested Contacts (Spotlight/ Siri)
  43. 43. #SMX #14A2 @goutaste Spotlight Searches All Info in V-Card
  44. 44. #SMX #14A2 @goutaste Get users to DL your keyword-rich .vcf file & cut the line on their phones! Out-ranks websites and apps!
  45. 45. #SMX #14A2 @goutaste Integrate with Apple Maps!
  46. 46. #SMX #14A2 @goutaste Suggested Emails/ Messages (Spotlight, Siri)
  47. 47. #SMX #14A2 @goutaste Email Optimization - Put most important keywords in the subject line - Earlier in the subject line is better - Apple prefers recent emails to older emails - Mobile devices can only pull what is stored on the device (less than on a computer)
  48. 48. #SMX #14A2 @goutaste YouTube Videos Dominating Apple Search Can out-rank messages, Bing, and even websites!
  49. 49. #SMX #14A2 @goutaste YouTube Optimization - Use keyword in video title (earlier is better to avoid truncation) - More views is better - Apple prefers recent videos to older videos - Pick dynamic image to encourage CTR and engagement
  50. 50. #SMX #14A2 @goutaste “Apple’s App Store commission is now at a run-rate of $9 billion, more than its total revenue in the year the iPod launched.” - Benedict Evans, @BenedictEvans -
  51. 51. #SMX #14A2 @goutaste Suggested iTunes Content -- Publishers & Content Marketers Take Note!
  52. 52. #SMX #14A2 @goutaste Suggested Apps (App Store Results)
  53. 53. #SMX #14A2 @goutaste Suggested Apps (Nearby Apps)
  54. 54. #SMX #14A2 @goutaste Deep App Screen Results Apple Search App Indexing NEW in iOS 9
  55. 55. #SMX #14A2 @goutaste Deep App Screen Results App-Only Content Can Rank
  56. 56. #SMX #14A2 @goutaste Deep App Screen Results Snuck Into Apple Maps Listings! (Yelp Deep Links)
  57. 57. #SMX #14A2 @goutaste Deep App Screen Results Snuck Into Video Results! (YouTube Deep Links) YouTube App!
  58. 58. #SMX #14A2 @goutaste Deep App Screen Results -- Stacked!
  59. 59. #SMX #14A2 @goutaste Indexed app screens can be public OR private/ user-specific.
  60. 60. #SMX #14A2 @goutaste DEVICE INDEX (PRIVATE) CLOUD INDEX (PUBLIC) Apple Search Sources from Two Indexes
  61. 61. #SMX #14A2 @goutaste APPLE SEARCH APP INDEXING CoreSpotlight NSUserActivity Web Markup
  62. 62. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web
  63. 63. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content
  64. 64. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content Add code to APP Add code to APP Add code to WEB
  65. 65. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content Add code to APP Add code to APP Add code to WEB Private Device Index Private Device Index and/ or Public Cloud Index Public Cloud Index
  66. 66. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content Add code to APP Add code to APP Add code to WEB Private Device Index Private Device Index and/ or Public Cloud Index Public Cloud Index
  67. 67. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web MarkupNSUserActivity with var eligibleForSearch with var eligibleForPublicIndexing Private/ Device Index Public/ Cloud Index PRIVATE APP SCREEN PUBLIC APP SCREEN
  68. 68. #SMX #14A2 @goutaste High-Engagement App Screens Suggested in ‘Siri Suggest’ on iOS 9 Spotlight (NSUserActivity)
  69. 69. #SMX #14A2 @goutaste Web Markup Twitter Cards AppLinks Smart App Banners
  70. 70. #SMX #14A2 @goutaste Web Markup Twitter Cards AppLinks Smart App Banners
  71. 71. #SMX #14A2 @goutaste Web Markup Twitter Cards AppLinks Smart App Banners
  72. 72. #SMX #14A2 @goutaste Web Markup – Meta Data (Open Graph & Schema)
  73. 73. #SMX #14A2 @goutaste Web Markup
  74. 74. #SMX #14A2 @goutaste http://bit.ly/applesearchvalidator
  75. 75. #SMX #14A2 @goutaste http://bit.ly/deeplinkvalidator
  76. 76. #SMX #14A2 @goutaste Positive Ranking Factors:  App Installation Status  Personalized App Engagement  App Result Click-Through Rate  Keywords/ Title  Aggregated Engagement  Structured Data on Web  Canonical App IDs  Strength/Popularity of Web URL Known Ranking Factors Negative Ranking Factors:  Low Engagement  Over-Indexing  Returns  Keywords Spamming  Interstitials  JavaScript blocking Applebot (web only)
  77. 77. #SMX #14A2 @goutaste “The future of television is apps” –Tim Cook
  78. 78. #SMX #14A2 @goutaste Apple TV Search with Siri for tvOS
  79. 79. #SMX #14A2 @goutaste Contact @goutaste @mobilemoxie facebook.com/mobilemoxie www.mobilemoxie.com
  80. 80. #SMX #14A2 @goutaste THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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