The document discusses Apple's search features like Siri, Spotlight, and Maps. It summarizes Apple's approach to local search and how apps and websites can optimize for discovery in Apple search indexes. Key recommendations include keeping business listings up to date directly with Apple and through data partners, claiming duplicate listings, addressing incorrect categorizations, and implementing app indexing and schema.org markup to aid voice and visual search placement.

1. Andrew Shotland
CEO, LOCALSEOGUIDE.COM
Search Different
Understanding Apple’s “New” Search
Engine
Local Search Advantage Workshop
SMX East, NYC 09.26.16

2. /about-us
2
10 years of Multi-Location & Enterprise SEO for Brands & Agencies

3. Think Apple Maps Suck?

4. You Know What Doesn’t Suck?
4
http://www.asymco.com/2016/08/18/counting-apples-customers/

5. 64MM People In U.S. Use Apple Maps
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https://www.comscore.com/Insights/Rankings/

6. Apple’s Local Search Evolution
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7. Spotlight Search’s Desktop Evolution
7

8. Spotlight Search’s Desktop
Evolution
8

9. Apple “Quietly” Skimming The Best
Queries?
9

10. iOS 9: The Search Game-Changer
• Siri
• Spotlight
• Safari
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11. iOS9 Search: Siri
• Apple Maps
• Bing Search
• App-Specific Commands
• “Open”, “Play”, “Call”, etc.
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12. iOS9 Search: Safari
• Apple Maps
• App Content
• Suggested
Websites
12

13. iOS9 Search: Spotlight
• App Content
• Websites
• Bing Search
13

14. And Don’t Forget About…
14

15. Apple News
15

17. Oh Yeah…Apple TV + Siri
17

18. So What’s Apple’s Game?
18

19. So How Can You Play?
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20. Two iOS Search Indexes
Applebot crawls + “Standard SEO” User-created content/engagement
with apps on user’s device
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21. Spotlight Search Algorithm Test
• Enter query
• Click on first Best Buy Locator
result
• Repeat query
• Record rankings
• Click on first Best Buy Locator
result in “pack”
• Repeat
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22. Query = “tv”
Result # 1 2 3 (Accidental
Click on Contacts)
4 5
1 1 App Xfinity TV Go 1 App Xfinity TV
Go
1 App Xfinity TV Go 1 App Xfinity TV
Go
1 App Xfinity TV
Go
2 3 “TV” Contacts:
Tim Villaneuva,
Amy Vernon?
3 “TV” Contacts:
Tim Villaneuva,
Amy Vernon?
3 “TV” Contacts:
Tim Villaneuva,
Amy Vernon?
3 “TV” Contacts:
Tim Villaneuva,
Amy Vernon?
3 “TV” Contacts:
Tim Villaneuva,
Amy Vernon?
3 3 Apple Music
“Townes Van
Zandt”
3 Apple Music
“Townes Van
Zandt”
3 Apple Music
“Townes Van
Zandt”
3 Apple Music
“Townes Van
Zandt”
3 Apple Music
“Townes Van
Zandt”
4 1 Podcast 1 Podcast 1 Podcast 1 Podcast 1 Podcast
5 1 iCal event 1 iCal event 1 iCal event 1 iCal event 1 iCal event
6 3 BB 3 BB 1 iMessage 3 BB 3 BB
7 1 iMessage 1 iMessage 3 mail 1 iMessage 1 iMessage
8 3 mail 3 mail 2 Notes 3 mail 3 mail
9 2 Notes 2 Notes 3 videos 2 Notes 2 Notes
10 3 videos 3 videos 3 BB 3 videos 3 videos
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23. Query = “appliance”
Result # Query #1 2 3 4 5
1 2 suggested
websites
1 BB 2 BB 3 BB 3 BB
2 3 maps 2 suggested
websites
2 suggested
websites
2 suggested
websites
2 suggested
websites
3 1 podcast 3 maps 3 maps 3 maps 3 maps
4 3 mail 1 podcast 1 podcast 1 podcast 1 podcast
5 3 BB 3 BB 3 BB 3 BB 3 BB
6 Wikipedia 3 mail 3 mail 3 mail 3 mail
7 3 Bing Wikipedia Wikipedia Wikipedia Wikipedia
8 3 Bing 3 Bing 3 Bing 3 Bing
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24. Spotlight Search Algorithm
• The app must contain the keyword or some close variation to
rank
• The more you use an app the more likely it is to show up,
regardless of what you use it for
• The more common a keyword the more likely irrelevant results
are to rank
• Content/engagement ratio appears to be a non-factor at the
moment
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25. How Yelp “SPAMs” Spotlight
Search
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26. 26

27. Apple Maps Search Does Suck
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28. If Keyword Not Mapped To Biz Name or
Category U R Screwed…

29. SIRI Doesn’t Get It Either…

30. Voice Search is Your Frenemy
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31. Apple Maps Ranking Factors
•Category relevance to query
•Keyword in business name
•Proximity to searches’ centroid (user’s and/or city’s)
•Yelp Meta Data (e.g. $$$$) – Unclear how important reviews are
for rankings, but likely affect CTR.

32. Broad Geo Queries Can Lie…

33. Dupes Can Screw Up Categorization &
Rankings
There are two dupe
listings in
MapsConnect.
UNCLAIMED LISTING
Category: Hardware Stores, Keys & Locksmiths
CLAIMED LISTING
Category: Keys & Locksmiths

34. A Picture Is Worth a 1,000 Lost Reservations…
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Sources

35. The Mysterious Case of DCNine
Nightclub
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https://www.tomtom.com/mapshare/tools/
https://mapsconnect.apple.com/
http://www.openstreetmap.org/
http://www.flickr.com
Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-38.html for geospatial & business listings sources.
(Warning: Updates to new URL every few months)

36. Patience Grasshopper, Patience…
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37. Monitor for Legacy Business
Problems
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• Moving Locations
• Changing Phone #s
• Rebranding
• Acquisitions
• Disasters
• Crappy Local Listings Management Vendors You
Hired Previously Because You Were Cheap…

38. Near Term Considerations:
• Make sure your business data is up to date on Apple Maps
• U.S. Data Providers:
- mapsconnect.apple.com
- Axciom
- Booking.com
- Factual.com
- GasBuddy.com
- GreatSchools.com
- Neustar Localeze
- Parkopedia
- TripAdvisor.com
- Yelp.com
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Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-38.html for geospatial & business listings sources.
(Warning: Updates to new URL every few months)

39. Near Term Considerations
• Claim all dupes and shut them down or recategorize them to the category you want to display
• Get as many people as possible to report incorrect categorizations in Apple Maps via “Report an Issue” UI
• Update Apple Maps data aggregators, including TomTom & OSM, to make all categorization as consistent as possible
• For non-category keywords, like “copy keys”:
• Target Bing rankings for SIRI queries
• Implement app indexing on your iOS app
• Mark-up website location pages with http://schema.org/Organization using the correct categorization.
• If all else fails, consider submitting via one of these providers as their data is likely more
• Brandify (Where2GetIt)
• DAC Group
• Location3
• MomentFeed
• PositionTech
• RioSEO
• SIMPartners
• Yext

40. One More Thing…

41. Millions of More Things…
https://maps.apple.com/place?address=1
22%20W%20Neal%20St%0APleasanton
%2C%20CA%20%2094566%0AUnited
%20States&auid=471728985783404915
9&ll=37.660145128309622%2C-
121.87523612755341&lsp=9902&q=Ha
p's%20Original%20Steaks%20%26%20
Seafood
URLS = AM ID + Lat/Long + Name

42. Further Reading
• AppleMapsMarketing.com
• iOS App Search Programmer Guide
• Yext:Optimizing Local Search for iOS9 (reg req’d)
TL;DR?
andrew@localseoguide.com
www.localseoguide.com/contact
twitter.com/localseoguide
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