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App Indexing - Increasing mobile visibility with structured data

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Overview of how to leverage structured data for mobile apps and mobile search, including app indexation, JSON-LD, app actions, Google Now, Schema in email (actions in the inbox), and events in the Knowledge Graph.

Over of App Indexation Covers:
- App URI and deep links
- Intent-filter and viewAction in AndroidManifest.XML
- Using JSON-LD for Schema.org
- ViewAction with Schema.org
- Link rel="alternate" for app URI
- App Indexing API and autocomplete
- Bot control, using robots noindex for app
- App actions by integrating app indexation with knowledge graph

Published in: Mobile
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App Indexing - Increasing mobile visibility with structured data

  1. 1. RGGSY Increasing mobile visibility with structured data / ' % % V/ L g / /// /// /// /// //
  2. 2. J‘ U S 'f' II‘. ,’i. ''' B P. ff. G Founder, Briggsby Justin@Briggsby. com @JustinRBriggs Taking on new clients
  3. 3. Search is rapidly becoming more mobile & conversational
  4. 4. Users speak ‘ directly into , ‘ search an entity 2 4 -ll " _ I I I I I I I 1 E -——w a Hotel is is aware of hotel ‘ L0Cati0n reservation aware . y J ‘I 5'—' i ‘I ifiifliilliijifillfififi ‘l . iIllllIflllIlIIIlII_II| II =5.§%E‘: ‘r'é§lli-Eifl? -'i£l+'lEE! fiiil Tiifilfiflfilifi fifiié EE§5;: “;'T= ‘§§fi? $7§3l§iiill%%%§fifiE%fi§E§ ». nm1i; iafinAain; mmata: aLlri1m. mJ!1ml_§. i1F§nmn: :nn, Conversational Search
  5. 5. Mclliilain VlE‘W home llbllllgz . ..i 'liili M iii . .i. Di‘)i‘U«9’ Mountain view CA homes ‘oi sale inn nulxwliiloviilliit-. xllr~iroiillii Muir" | l(*llSlll1gS Mountain View Real Estate & Mountain View Homes For Sale WV. ‘ iiiii . i mi-i rmiiiiiiiiiiain VIEW l . ~ rid Homes Po’ Sale l’i Mountain view Tliuil iliilr * -vv / l)v-" i Vuln- B: tL)lil: l'l Llsllflg i iiu _ i Li; i- l9 ill i», iiiii rnii / ii», M0/r Moiiiiiaiii View Apallmelils Mounlain View 3 Real Estate 3. Homes by mus lii'»ldllr‘tl 01). ’: flpen in up]: Mountain View CA Real Estate — 59 Listings - Zillow iiiiiii (‘fll‘l mmlrllzm View —, 7i U4. -i; i no ii>. ii Mountain view 4l4“i ’_—rr~
  6. 6. ( ( _ . ’ K 7 “‘‘ " , ~ I , x. ‘- in 1 K ‘ k . _ VJ -X: ) , . ~ : ‘ . + D ' - o-}“{‘: ”C ‘ l ‘V U W‘{ $$§§"~ -~(. $ ‘. ¢‘ , V -‘ >. , 5 . {. y,. ,); I,rL: $!. I‘. -—4-. -‘ti vi". -:3 ‘ l% _ , $_ T. ..‘ r. Creating indexable apps M ‘ - . i. 73!" i '1." . - ‘i '-i''--3m-—r » ~l1~‘~ . r.; -*—‘; ‘,1,¢g’;4:x. li»_‘= ~./ .‘. .’13~5*'3 54+ ~- . . ———-7 . '-I - . ¢ "' ' * , “Y -. '»i- ‘ , , : ;< ‘ 1.: -In-_. . ‘
  7. 7. 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
  8. 8. <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” / > <! —— Accepts URIs that begin with ”http: //example. 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|
  9. 9. (4) JSON-LD I pimiooiiis 5 Do(um¢rvVation as Sp2<I‘lcGVIDl'1 . -. aiflfldlng JSON for Linking Data Data is messy and disconnected. JSON-LD organizes and connects it, creating a better Web 7-’ Linked Data Liriited Data empowers oeoole mat publish aria use inronnation on me woo. rt IS a way to create a network of standards based. machine-readable data BCVOSS WED srtes. II allows an application to start at one piece or Linked Data, and lollow embedded links to diner pieces oi Linked Data [Hal are HGSKOG on omerent SIIGS across trio Web. A Simple Example "flffi/ tIl‘lY‘ "http: //)sori n. dig/ torn-itts/ pwsoii. itoiiid“, "mo": "tittn: //dooedia. org/ rcsoiirto/ John L("| YIOfi", "John Lennon i "moans-a . "rittp: //dnpr-a ia. org/ rt-soi. rn-/ cyrit-iia_ionriori" {-4} JSON-LD JSON-LD IS a iigiitweigtit Linked Data iormat. it IS easy tor tiumaris to read and wnle it is based on the aireaay siiccessiui JSON iormat arid provides a way to neio JSON data iiiteroperaie at Wensscale. .JSONvLD IS an idoai data iormat «or programming environments. REST Web SCWICOS. and Ul'lS(V| )Cl| Affld databases SUCH as coiioiiua ano Mongooe. JSON—LD: From web pages to data
  10. 10. *'~'%tatt; Q.¢. é1:: ii»: ’! ianridi—; a1a: :.A . t 9 I H 1. ; ‘ 1;} It . ‘ : . . ,. L L _ miii _ ll llfllllilll Iimlflli . ."]| Wmfifl -- ifiiiit as , fiii ii ta= ¥% _ ‘filfilii anEafiglfiifimfiamififiaflimfiifififimi ViewAction with Schema. org
  11. 11. ' examp: iliei<s: ei; m=j; i:; .i‘zm*si~ " Use in HTML <head> j. i ; ' & in XML Sitemaps it » - ‘ '!1| “IfififiE§= E”E§§aa~w was W . -! ' -‘- _mim‘iiifiiiitfi~"iiiiEiii’ imfiifimiiaiifififiia §%fiE; :l§iEEHifiE_E= fifi§E‘iflEiEffii‘E, i —%E§EJ-E§$E! !‘iEi3!l! iI! iiiilFEiififi: ifilli-L-ii I Link re| =a| ternate for app URI
  12. 12. 3| . I EH’! _ Hit it .1 33?‘? I _ ii BEE =31 %= }i‘iE i Apps appear in ‘ _, autosuggest L Autosuggest with App Indexing API ii i E‘. El E fisfia Salim. F I Illliilllli iiiiiiliiiiiifii-i‘alEEi§ii“§ iiifiififlfiiiii fi fifififlififiififfi . E if n I E n -1 E gi E! _IIII ifiiii ii‘! a EQE Jill}-iii I manna,
  13. 13. mi'atiig; [i: e:s/ ta mt: ii i" 3 . I . '~»—. -"'1 REE L- ! ‘ 7 ' _ i "i ! ‘IL I Eilllilliiiiiiiilfllililillll II Add to app resource directory: res/ xml/ noindex. xm| fiififlfifii 1 . - E EE%§§§"-§= E§Hi§5§lE-Iiiififiiiaifiz Robots hoihdex for apps
  14. 14. #6 Lp er .1. ‘ifre: sZa’n‘fei‘rici"«‘ i L A . L V _t| lii, :”7' '41. . . "a~data; aLn'drdicl; na1me=3¥searctieeingine“‘and;01-zrespttrm i L RT ! ‘ * ‘” A A iiiiliiiiilitiiiliiiiii’ A 9 gjfigggggg gig flgg 5 ~<L: !manifesi> p mia: ‘r= IEmE~fi‘EIisLiii’itriaifiafiifiifififiia Add to AndroidManifest. xm| file Robots hoihdex for apps
  15. 15. » ' _- , L. . : _. .__ Leveraging app actions
  16. 16. _. M App Actions App Indexing . . A M; , . | itiiat ! i _ _ _ flifiiflififiiiitiimfififi "i I, miIIIIl| _II_iIIIIIIHIIIIIIIIIIIIIII ", | 7 mmflfiafifigfififinaaaneei _ . - V Lfiififififiifififiifilii . iifiiEflfiiifiii'i. EfiiE Efifizlaiifimfii = anaEimeiEr@mi —%E%§I: E£$¥: !!iE3!I! IIliIIilFEIi’I£fii iIiI| ?r‘-iii I ». nm1i; tafinA; in; mmma; aLln1mimJ! imi_§. i1F§nmna1L, Integrating apps with Knowledge Graph
  17. 17. fll http: //spotify. com/ ... ‘—5CIiDL 'lunJIicaLion/ Id*json”, r é . V§: “ L4‘, ';"1«t“? : L LL 5 ; i,i. ”@c0ntext”' “http: //schuma. org L 7.. .; ”@type”: "Musicbioup”. immmeomgms ’name”: “Imagine Dragons“, 'mM > SHUFFLE PLAY ”potentia1Action”: ( ”@type“ iwYwF3fT‘J” “target” ‘ini~‘iw now 'iH. wUUili. HWwI hits ii J ggawm J’. </ script> ». EHQ i ’‘ “i! L_, lffifflilfli ” App Actions with JSON—LD
  18. 18. i I apps universal l " ' 5.0; . . . LJ. K§L 1'1 131$ ‘Du: _ i>I. tI.1', .(1,l. >' wp E‘ Tennis 3D 1.. . C-‘l°'“‘~" mm L L I. .. M. -. Ievui. Alegrias Food from Spain Restaurant ~ lI . .l- San Francisco. CA I OpenTable V ‘:1 5,, ,_13y, ye, W53D M, flitp»-iI. iI: I.-. ii: :» - I II’- L_ «can: .__nM " H ! 'MeqmS' “ V _ V _ I " C. tl. ili. iC. nl1- 7 L. L- . I * I II . ‘ ~ I I ' II (“L Play TUIHI3 . ... Open website ‘ J I it-sir L J Aleqrms Food From Spain San 3‘ . U ‘ I . I an ' N :4 F1.'| l‘(‘I'I‘0 Rt-«. i.mi. miRom-ML. v ~ _— f w : — A by ‘ . L L ', MOV9r0‘Al| rI’i. vy. IL1pi0lHIIII ' ' A Q L I . i / '1' R‘; -“ ‘. i .1‘ 1‘ J - A - I V- r- I- . I Q ' Q Q Q fix Q M t-L~llI. ;I-I if. V I ‘I I~. IsI; _ I; r. . II I at»-&-1 v . appsin suggest app results in new UI Iii*ij: I I rnumcacfionsin knowledge graph , . L. kalypeny - Katy Porw . isten D mariizadiu ' Spotily I Iuni-In ! - II 'l0-'- -’-7
  19. 19. Personalized cards on mobile search
  20. 20. :3! Understands hotel as entity 1&3 §. _ E Personal information in search Pushes information when it’s needed __ . .: . E5; M i LElI’lFlt_li_fifiIIfi§”'i "I . iIllllIflllIlIIllI II : £.%%E? r'éElli%%fli EEEI fiiil flifilfiflfiiifiiflfifiié ‘egg? fia§2i: :meii§i%%%%§wE§i§iEi ». nm1i; iafinAain; mmma: aLle1m. mJ! iml_§. i1F§nmna1L, Personalized Google Now cards
  21. 21. .0 I3L'wioclIe llih (VIII ~. i_itII t Arm L . L . . RP‘. é'l‘-l. IllUV| iii 1 hillll I ‘Lino<; zit. is; L‘, L‘ ‘ ‘ Niimv '. Lill’. 41' L‘ I l‘piVi O GPl(lir€ClIottS O GE. ,d, ,E. C,, OnS O Gm (ltlr'ClIOI1~. A H. h'l(). )lI' to JFK 37 mm H VIPW entail V v 1 View email = VL(, w(, ,,W, 1 Vl(‘W(‘IV1Elll Pushed search results
  22. 22. Comes from understanding a user’s email
  23. 23. ': 'il. ‘ Oceanic Airlines Flight 22 On Time SFO to JFK - Departs May ‘I8 - Flight Info updated now Departs San Francisco Terminal Gate Arrives New York 6:40pm I 12 5‘ 10:40pm ; —ii: l’i-'6-i’L'i‘i= ; I ti §". i"’l’li§ check-In 3'-
  24. 24. #10 <div itemscope itemtype= "http: //schemaLorg/ EventReservation"> <meta itemprop= "reservationNumber" content= "EI23456789"/ > <Iink itemprop= "reservationStatus" href= "http: //schema. org/ Confirmed"/ > <div itemprop= ”underName" itemscope itemtype= "http: //schema. org/ Person"> <meta itemprop= "name" content= "John Smith"/ > </ div> <div itemprop= "reservationFor” itemscope itemtype= ”http: //schema. org/ Event"> <meta itemprop= "name" content= ”Foo Fighters Concert"/ > <meta itemprop= "startDate" content= ”20l7-O3-O6TI9:30:00-08:00"/ > <div itemprop= "location" itemscope itemtype= "http: //schema. org/ P|ace"> <meta itemprop= "name" content= "AT&T Park"/ > <div itemprop= "address” itemscope itemtype= "http: //schema. org/ PostalAddress"> <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= "94IO7"/ > <meta itemprop= "addressCountry" content= "US"/ > </ div> </ div> _ _ </ div> Structured data in emails </ div> can appear in search results Actions in the inbox
  25. 25. #10 That’s how you get this! ‘ Algggnxmmm uii. iiiri: i.aiiua. ii. -.u1iimL I L ii a L E ‘§a; aaaaa= ‘Eeai E‘ at maeaaiaaa i ‘egg? fiaazimeii-ifififigwifiifiifli Pushed search results
  26. 26. ~ 4 ii. -iii '. ‘F. “‘ L: ‘ I l-ll. ’ 1.. '1 .7 " The Mowg| i's Albums scum we at. .." Wailing I94 ll»! Dawn Members Kmlie Earl Col 71 nu-am sum». Vltfll Michael vmm Mnlthzw DI tum. Pmpk also mini rm Wllk in um. Smallpoolx E sci Ilpdzlts iboifl the Mimglrs’ Upcoming events ‘ Vile Mowglfs Vie Mowglfs The Mowgirs O‘. -L»-iita cm 9 l“FQl six/ s-ri‘i: :. L'il"I l“FCI‘iAi/ 'l'$-“7Il‘. :,’ll$‘ ‘: *|li'fiIfi" ii
  27. 27. #11 <script type= "application/ ld+json"> [{ "@context” 2 ”http: //schema. org", "@type" : ”MusicEvent", "name” : "B. B. King", ”startDate” : ”2014-O4-12T19:30", ”location" : { "@type" : "Place", "name” : ”Lupo’s Heartbreak Hotel", "address" : ”79 Washington St. , Providence, RI" }L " ffers" : { "@type" : "Offer", ”ur| " : "https: //www. etix. com/ ticket/ I77I656” Actions in the inbox
  28. 28. #12 Nearby events Siiiiiiiiiii H': LlIIL'ii‘ Llll(l L, li l L II‘. ’. ‘t ILL ii» Jiilv -llli I estivzil oi I . iIiiilv I iiii IL I LL LL L L IL -L Events pushed in search based off location SlCFl1G'O‘LC Festival 2013 I ~L "I liliiiity Sliiii l’>Li)£‘II>. "Ii(‘Ll‘ -illl til . i LL, LL LLL LLL fiiiiglwi ‘iiiiiiiiwi l’LLi I l'IIi ‘. ‘ii I’ Nearby events in Google Now
  29. 29. RGGSY Thank§ he| |o@briggsby. com

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