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RGGSY

Increasing mobile visibility
with structured data

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J‘  S ‘T’ II‘.  i, ~"' E . '!2. it  G 
Founder,  Briggsby
Justin@Briggsby. com
@JustinRBriggs

Taking on new clients
Users speak
directly into
search

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Location
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is aware of hotel
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Search is rapidly becoming
more mobile & conversational
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Creating indexable apps

 

‘aux ‘

...
<activity androidzname= ”com. eXample. android. GizmosActivity”
android: labe| ="@string/ tit| e_gizmos" >
<intent-filter ...
android-app: //{package_id}/ {scheme}/ {host_path}

> package_id - app ID in Play store
> scheme - http or custom scheme
>...
{4} JSON-LD

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JSON for Linking Data

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Data is messy and dis...
<script type= "app| ication/ |d+json">
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”@type”:  "WebPage", 
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Use in HTML <head> ‘
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Apps appear in
autosuggest

Autosuggest with App Indexing API

calendar

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<manifest xmlns: android= "http: //schemas. android. com/ apk/ res/ android"
package= "com. examp| e.android. Gizmos">
<ap...
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App Actions

App Indexing

 

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Understands
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Personal
information in
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Comes from understanding a
user’s email
Oceanic Airlines Flight 22

On Time SFO to JFK - Departs May ‘:8 - Flight info updated now

check-In 3'-
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<div itemscope itemtype= "http: //schema. org/ EventReservation">
<meta itemprop= "reservationNumber" content= "E1234...
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<script type= "application/ |d+json">
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"@type" :  ”MusicEvent", 
"name” :  "B....
Nearby events

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RGGSY
Thankg

he| |o@briggsby. com
Increasing Mobile Visibility With Structured Data By Justin Briggs
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Increasing Mobile Visibility With Structured Data By Justin Briggs

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From the SMX East 2014 Conference in New York City, NY. SESSION: 25 Smart Examples Of Structured Data You Can Use. PRESENTATION: Increasing Mobile Visibility With Structured Data - Given by Justin Briggs, @JustinRBriggs, Sr. Manager Organic Marketing - Getty Images. #SMX #22A

Published in: Mobile

Increasing Mobile Visibility With Structured Data By Justin Briggs

  1. 1. RGGSY Increasing mobile visibility with structured data / ' % l 7/ L p / /// /// /// /// //
  2. 2. J‘ S ‘T’ II‘. i, ~"' E . '!2. it G Founder, Briggsby Justin@Briggsby. com @JustinRBriggs Taking on new clients
  3. 3. Users speak directly into search iii n: ainnu__-in nI_ f %E - Location aware is aware of hotel reservation ’ SEIHEIIEI : ”_ an En El §’. "i= §‘? lE’$' fi= }li; fi%, IiIIlIIiI fiEEEE£ i Efifimaennnn n ‘"a"a? §3fisaaneniiihfiddgwifilfilfll Conversational Search
  4. 4. Search is rapidly becoming more mobile & conversational
  5. 5. EV"“"a __ _ “____5_ l ; ' Search can launch l_’ 1 " and interactwith mtnmnvmnéalsgaqq _VVl¢VlHOll| IIF0|’S8|€h}V :1 ' fi: u|u1i1§ayg7.; findHuIIecFovSieh: uuuruiivle-: :‘. '1a‘au anrukrl-hha1vnensd: vua-gggosg' uuamiuoaunnuvnuzzbuwr , app 4 _ ’“ ' p~ swr. , ‘ 7. I . . , . App usage passed back via app indexing API l gggagtsaa ’; . 1 Q“ iaimaafnfim E E ' F. . , Illlllsflllll. -"lII_Ill-I cl 5,%%fl: ‘r'd§lE-Edam“-'l¥i1-'l§El W‘ , flrmafinfiifimfina aaesfi%= aaaaart. ttttattitttrl App content & functionality indexed ‘V l l . . ; l . 1 l | | l ‘i_ Search knows installed apps r, Conversational Search
  6. 6. - ’ K i‘ -‘: T__ M ‘p I / I J . '1:‘‘ V . , , // l $§; _ <1’. -». I " 7' Ml" Creating indexable apps ‘aux ‘ . _ — , ,.v , A V '-, '=. v", ;.uiI‘*~"‘ ’ _. 3:! 2b“7’fl'q‘r, .;/ _3‘{_l 3*‘; ~- . . V-'7 - ' . ” 1 M )7 4 . _‘ _Q' ‘ , . .., < p T7.“ _ . _. .
  7. 7. <activity androidzname= ”com. eXample. android. GizmosActivity” android: labe| ="@string/ tit| e_gizmos" > <intent-filter android: label= ”@string/ filter_title_viewgizmos”> <action android: name= ”android. intent. action. V|EW” / > <l—— Accepts URIs that begin with ”http: //examp| e.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-fi| ter> </ activity> App Deep Linking: AndroidManifest. xm|
  8. 8. 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 App URL format
  9. 9. {4} JSON-LD I Ptaygmund E Dosimmoooon -; spI¢l‘v<aV5olI . JSON for Linking Data [:3 nmiaiii. Data is messy and disconnected. .JSON—LD organizes and connects it. creating a better web. 7-’ Linked Data Linked Data empowers people that puplisti and use information on the web. It is a way to create a network of standards- hased. rnacnlne-readable data across Web sites. It allows an application to start at one place of Linked Data, and follow embedded lime to other pieces at Linked Data that are hosted on different SIIBS across the Web. . --nnp: //ism r1.t‘rq/ (nrtt-xrs/ r.t-rson. )mnlt1“, A Simple Example : "1940-19-09". '- "kttu-/ /cbpcdia. org/ msourtc/ John Le’irI0r1", "Jami Lennon". "’iYY|1:/ /rlnpvnIa.0’g/ r(><, nt. rr(‘/ fynV'lla_| t"l7lt)n" {4} JSON-LD JSON-LD is a lightweight Linked Data lormat. it is easy lot humans ID read and write. It is based on the already suocauml JSON tormat and provides a way to help JSON data intemperate at Wob—scala. JSON-LD is an ideal aaia lomiat tor programming smiimrricnis. nest Web services, and unstructured databases such as CouehDB and Mon9aDB.
  10. 10. <script type= "app| ication/ |d+json"> { "@context": ”http: //schema. org", ”@type”: "WebPage", ”@id”: ”http: //examp| e.com/ gizmos”, "potentia| Action”: { ”@type”: ”ViewAction”, ”target": "android-app: //com. examp| e.android/ http/ examp| e.com/ gizmos” } } </ script> ViewAction with Schema. org
  11. 11. - I i “ < I if _ _;4 . I I Use in HTML <head> ‘ & in XML Sitemaps jgfi II : %E* l tin: ‘ £; "'3fi£EfiflEflflEE! , nHImimggggfiafifirmamafiiamfiaa $5EififilfififimfiEE= fifi§EifiEiEfi§mE —%E§Ed. ;E£§9-5;: !!‘£Ef3!Iul! ilHFE1fi£fi%f§}Ii§iflIPm3 u ‘ L—I! 'l! H1!, 'J, L, Link re| =a| ternate for app URI
  12. 12. Apps appear in autosuggest Autosuggest with App Indexing API calendar (‘didfla (iLl| ;ib3Sh calurls Calafia Cafe
  13. 13. <? xm| version= ”1.0” encoding= ”utf—8"? > <search—engine xmInszandroid= ”http: //schemas. android. com/ apk/ res/ android”> <noindex uri= ”http: //examp| e.com/ gizmos/ hidden_uri"/ > <noindex uriPrefix= "http: //examp| e.com/ gizmos/ hidden_prefix”/ > <noindex uri= "gizmos: //hidden_path”/ > <noindex uriPrefix= ”gizmos: //hidden_prefix"/ > </ search-engine> Add to app resource directory: res/ xml/ noindex. xm| Robots hoihdex for apps
  14. 14. <manifest xmlns: android= "http: //schemas. android. com/ apk/ res/ android" package= "com. examp| e.android. Gizmos"> <app| ication> <activity android: name= "com. examp| e.android. GizmosActivity" android: |abe| ="@string/ tit| e_gizmos" > <intent—fi| ter android: |abe| ="@string/ fiIter_tit| e_viewgizmos"> <action android: name= "android. intent. action. V|EW"/ > </ activity> <meta-data androidzname= "search-engine" android: resource= "@xml/ noindex"/ > </ app| ication> <uses-permission android: name= "android. permission. |NTERNET"/ > </ manifest> Add to AndroidManifest. xm| file Robots noindex for apps
  15. 15. - ‘ I‘ I App Actions App Indexing . . A M; _ . | ifiiisgg ! * _ _ _ flifiiflififiiiitiimfififi "e i, miI| Iil| _II_iIiiIiIfllililllllllllll ", | 7 MmEflE: ¥QfifiEflflEwflE§! _ k . - V . IfiiE‘rii’Efiifi’aiifi§Iii . FifiiEflfiifiii'lEfiiE -; E%fiE: l§%_E: EHIfiE~. =afiaEim§iEi@mi —%E%eEJ: E£$£; llifimltilliiilffiiififii iIiI| ?r‘-iii i ». nm1i;1afinA;1n; mmma; aLln1m; mJ! imi_§. }1F§nmn;1L, Integrating apps with Knowledge Graph
  16. 16. £I http: //spotify. com/ ... asciipt ”dppIicdLion/ Id~json”» l ”@c0ntext”' 'Wittp: //schema org . ”@type”: ”Musicbioup”. Imagine Dragons "name": “Imagine Dragons“, ‘, DSHUFFLEPLAY ”@type“ i»tirU: r'n" “target” ‘inwiyin Ann ' H. wHUi1i. VHI hitw Ii . I‘i J Munurv H I J. </ script> ». EHQ I " “i! :L—, EPEFHIIEI " App Actions with JSON—LD
  17. 17. apps universal I *‘ 122121112 ‘Fun (3 Tennis 3D rm I. .II. . I. III I ’ , '1 Smash Tennis 3D rm (“I Play T{‘IIHI‘a J I IL'4'II‘ L J ', Move rooqlr Hay . I.III«; Pol unu- J/ '.‘ V I3- u app results in new UI 5.“; iI. .I'- I . .u, [.A I'. iI; ; Alegrias Food from Spain Restaurant ~ San Francisco, CA I OpenTabIe fl(: ;I»-Ii. ii: 'I- . .II: I «ago: . I II I-Au-gnasI II : ~ - . I . Op: -n webmio Aleqnas Food From spmn sIm Fml‘(‘i- (‘O Rn“ LHII ml Rflvifiwfi . . LI . (‘ x u- -" I- lit appsin suggest C. ui. III. I cah- I~'ii| 'i‘t1~/ cit‘ aiiit-? ,ir: . ‘in sea. -I- U ‘in; music actions in knowledge graph I‘ V! ’ Katy Perw I inten D ‘ SD0lIly -Hearmadia V‘ Tuna-in I II . I I ‘i Q K-“J lI*Ij: i I , . . I . . kalypeny -
  18. 18. Personalized cards on mobile search ' -/ i ? I I/ V / : 1// .// /// /// /// ///7
  19. 19. :2! Understands hotel as entity 1&3 §. _ E Personal information in search Pushes information when it’s needed __ . .: . E5; M i yEII’lFIt_II_fifi§Ifi§”'i "I . iIllllIflllIlIIllI II : £,%%E? r'éEIIi%%flI IIIEEI fiiil flifilfiflfiifiiflfifilé ’"E". e“§§3E§§§m’$1i? i§%%%%§mEE%§§lEl ». nm1i; iafinA;1n; mmn&a: aLlri1mImJ! iml_§. l1F§nmna1z, Personalized Google Now cards
  20. 20. .0 [i('l‘I’l(_)ClTC Ilin IIIII »-. l_lLll I ~l: I‘r“ I . I I. llrme-ri4.| liri'u iii 1 llillll I tiiiI; <;zit. i:; Lg, I‘ ‘ ‘ wow 'Iln]1l‘. Al I‘ I llpivi 0 G9‘ (llI€CllOllS O GEI GIVECHOVIS O Cpl d”0C“O"S A ri. m:; .Ii--: II. ii»i< 37IIIIII H VIPW enmil V v 1 View Pi1. lIl = VI(, w,, ,,W, 1 Vl(‘W (‘mail Pushed search results
  21. 21. Comes from understanding a user’s email
  22. 22. Oceanic Airlines Flight 22 On Time SFO to JFK - Departs May ‘:8 - Flight info updated now check-In 3'- Departs San Francisco Terminal Gate Arrives New York 6:40pm I 12 5‘ 10:40pm ; —ii: l’i-'6-i’I'i‘I«, =; ‘i n §". i"’i’lr§
  23. 23. #10 That’s how you get this! ‘ Algggnxmmm 1 . — - mmmumg-. 'us¢zmI i II! i y E ‘§a; a£aaa= ‘E: ai E‘ at maaaaiana é a: §§§*‘§E§m$fifi-%%%%§flEE§fi%Fl Pushed search results - r. ... ._. -—. _.. ,. __ _.4
  24. 24. ~ 4 «jnm '. ' ". t‘C5‘£‘j', _, :;n’ » The Mowg| i's Albums scum the Dvum Wumnq I94 . :.. om Memms Kane Em Col n Du-am Spencer hm! mum vmm Manhzw 1» mm. Pmpk also spawn la wm We Moon Sm.1HvDox E on upazns about the Mvugxm Upcoming events ' Vhe MowgI's Me Mowgh's The Mnwqh's O‘. -wza cm 9 rr; ;J $‘/ ‘%~'i‘l"lEi: . : "|r: F--r«*i»~»~/ F%~<f: ¥gh%* G-r'au; i~ T‘:
  25. 25. #10 <div itemscope itemtype= "http: //schema. org/ EventReservation"> <meta itemprop= "reservationNumber" content= "E123456789"/ > <| ink itemprop= "reservationStatus" href= "http: //schema. org/ Confirmed"/ > <div itemprop= ”underName" itemscope itemtype= "http: //schema. org/ Person"> <meta itemprop= "name" <: ontent= "John Smith"/ > </ div> <div itemprop= "reservationFor” itemscope itemtype= ”http: //s<: hema. org/ Event"> <meta itemprop= "name" content= ”Foo Fighters Concert"/ > <meta itemprop= "startDate" content= ”20l7-O3-O6Tl9:30:00-08:00"/ > <div itemprop= "|ocation" itemscope itemtype= "http: //schema. org/ P|ace"> <meta itemprop= "name" content= "AT&T Park"/ > <div itemprop= "address” itemscope itemtype= "http: //schema. org/ Posta| Address"> <meta itemprop= "streetAddress" content= "24 Willie Mays Plaza"/ > <meta itemprop= "addressLoca| ity" content= "San Francisco"/ > <meta itemprop= "addressRegion" content= "CA"/ > <meta itemprop= "posta| Code" content= "94lO7"/ > <meta itemprop= "addressCountry" content= "US"/ > </ div> </ div> _ _ </ div> Structured data in emails </ div> can appear in search results Actions in the inbox
  26. 26. #11 <script type= "application/ |d+json"> [{ "@context” 2 ”http: //schema. org", "@type" : ”MusicEvent", "name” : "B. B. King", ”startDate” : ”2014-O4-12T19:30", ”| ocation" : { "@type" : "Place", "name” : ”Lupo’s Heartbreak Hotel", "address" : ”79 Washington St. , Providence, RI" }. " ffers" : { "@type" : "Offer", ”ur| " : "https: //www. etix. com/ ticket/1771656” Actions in the inbox
  27. 27. Nearby events Stiiiiiiiiri Festival and Chili Coo , l , :4 '. ‘l iii _ , —» vii iil ‘ ii 3mm”. JLl1y4l1l1PS3ll‘y’Hl()1lLll1lllyltlll i, ~l lili iiii, i ‘i, .i~i Stern Grove Festival 2013 ‘xi, ii‘-iii’-~ i, ’ libeity Ship l~xi)eiieii(; e 11th of -i >l*‘l‘ l'l iii» Singles Slllllllwl Ball ii-zi lil llil' rilii my
  28. 28. RGGSY Thankg he| |o@briggsby. com

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