The future of search marketing involves mobile, and it will not be limited to optimizing HTML webpages, creating responsive designs, and optimizing UX. Mobile SEO is a world where apps, knowledge graph, and conversational search are front and center. Justin will deliver a detailed look at mobile search beyond building a mobile-friendly site, specifically the intersection of app search, conversational queries, and app indexation.

1. Mobile Search:
Going beyond mobile-friendly

2. Justin Briggs
Founder, Briggsby
Justin@Briggsby.com
@JustinRBriggs
Say Hello!

3. Everyone mobile-friendly?

4. Growing Importance of Mobile

5. How Significant is Mobile For You?
Go to Adwords Set to mobile Mobile traffic

6. The problem with mobile search…

7. It’s not about being mobile-friendly

8. This Presentation… How Many Times?

9. What is Mobile-Friendly?
Table Stakes
(Not being a complete jerk to
30% of your customers)
Text is readable
Links are clickable
Fits the screen

10. Customer trying their damndest to use your site.

11. Take Your User Experience Further
Source: http://scotthurff.com/posts/how-to-design-for-thumbs-in-the-era-of-huge-screens

12. Every contact we have with a customer
influences whether or not they’ll come
back. We have to be great every time or
we’ll lose them.
~ Kevin Stirtz

13. Successful Mobile Search Strategy
Location Input Differences Task Completion

14. How is your content used
on mobile?

15. What is Your Mobile Content?
Google Webmaster
Tools
Compare with
mobile
VLOOKUP in Excel

16. Compare Content Types
Landing Page Groups Desktop Click % Mobile Clicks % Delta
Product Category 30% 20% -10%
Learn Content 10% 25% 15%
Store Pages 5% 30% 25%
Mobile task
scenarios

17. Much broader problem than search

18. Business Case for Mobile
Lost Traffic Poor UX Poor Monetization=> =>

19. Tomorrow’s Problem
PercentageofOverallTraffic
Projected Mobile Percentage Growth

20. Turn of the Tide
Mobile Moment

21. Turn of the Tide
Mobile App Moment

22. Mobile search isn’t just
about webpages

24. SEO is shifting

25. Google Prioritizes App Content
Mobile apps demand significant attention
in mobile search

26. Pay attention to growing
your mobile app

27. App Store Optimization
App
Store
Ranki
ng
App
Store
App Listing App Performance
Web
Citations

29. Case Study: App Store Optimization
Medical App
iTunes: Top 50 (Free) Medical Category
Keyword research & app listing update
Tracked 20 strategic terms
Increased average rank by 18.9

30. Rankings in Organic Search
App store landing
pages in traditional
search

31. App Store Keywords in SEMRUsh
Filter by app landing
pages
Enter your
keyword(s)

32. Leverage your app store page in organic
search

33. Find high-value terms app stores rank highly
for & displace

34. Take advantage of device intent rank
modifications

35. App Stores Rank Higher on Mobile
iTunes Ranking Boost on Mobile
Increased Ranking
63%
No Change
17%
Reduced Ranking
20%
Source: SEMRush, 920 Keyword Sample in recipe vertical
Average increase 1.94
positions
Moderate lift on brand
terms
Strong lift on
“aggressive” terms
Moderate lift on head
terms

36. Search is rapidly becoming more mobile &
conversational

37. Search as an Interface
Visits to app,
not websites
Takes action on your
behalf
Hands free UI
(wearables)
Solutions, not
web pages
Search examples: http://blog.tackmobile.com/article/android-wear-gui-elements/

38. It’s still early days

39. App crawl, indexation, and search is like the
early 1990’s

40. Drive App Engagement
App launch can
be default
behavior…
Clicking this
launches the
app!

42. App Deep Links
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

43. Intent Filter: AndroidManifest.xml
Defines the structure of your app
URIs
<activity android:name="com.example.android.GizmosActivity"
android:label="@string/title_gizmos" >
<intent-filter android:label="@string/filter_title_viewgizmos">
<action android:name="android.intent.action.VIEW" />
<!-- 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-filter>
</activity>

44. Verify site with Google Play Developer
Console & Webmaster Tools

45. Annotate site for app URI discovery via crawl

46. Three Ways to Expose App URI
<html>
<head>
...
<link rel="alternate" href="android-app://
com.example.android/http/example.com/
gizmos" />
...
</head>
<body> … </body>
Rel=“alternate”
ViewAction
XML Sitemap

47. Three Ways to Expose App URI
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage",
"@id": "http://example.com/gizmos",
"potentialAction": {
"@type": "ViewAction",
"target": "android-app://com.example.android/
http/example.com/gizmos"
}
}
</script>
Rel=“alternate”
ViewAction
XML Sitemap

48. Three Ways to Expose App URI
<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/schemas/
sitemap/0.9"
xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url>
<loc>http://example.com/gizmos</loc>
<xhtml:link rel="alternate" href="android-app://
com.example.android/example/gizmos" />
</url>
...
</urlset>
Rel=“alternate”
ViewAction
XML Sitemap

49. Very similar to a mobile separate-site setup

50. Launch App From Search

51. No longer limited to users
with installed app

52. Drive app installs by leveraging your existing
SEO visibility

54. Push to Google with App Indexing API

55. Autocomplete App Suggestions

56. Only the beginning…

57. Search as an interface
with app actions

58. App Actions
App Indexing Knowledge Graph App Actions+ =

59. Leverage Schema.org Actions
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "MusicGroup",
"name": "Weezer", "potentialAction": {
"@type": "ListenAction",
"target": "android-app://com.spotify.music/http/we.../listen"
}
}
</script>

60. App Actions

61. Building an Action Graph
Order me a pizza? Schedule my meeting? Drive my car?
Ok, Google

63. What about iOS?

64. Close to Release
iOS app
indexing in the
wild
Validates in
testing tool

65. Thanks!
hello@briggsby.com