SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the Multi-Screen Universe

@goutaste Emily Grossman | MobileMoxie #SearchLove

A Crash Course
in Mobile SEO
for 2016

THOSE WERE THE DROIDS WE
WERE LOOKING FOR

Myth #1:
You Don’t Need
Mobile SEO To
Be Successful
Online

FACT:
Mobile Searches Make Up Over Half of
Google Queries
@goutaste Emily Grossman | MobileMoxie
"For the first time, we’re getting more searches on
mobile devices than on desktop” – Amit Singhal

Myth #2:
People Don’t
Buy On Mobile

FACT:
30% of all online shopping purchases
now happen on mobile phones

Myth #3:
People Only Use
Mobile When
They’re
Not Home

A NEW MOBILE-FRIENDLY HOPE
EPISODE X:
A New
[Mobile-Friendly]
Hope

Mobile Friendliness
Jedi Tip #1:
You have only
begun to discover
your power.
#SearchLove

May 2016 Update Increases Effect of Mobile
Friendly Ranking Signal

Testing for “Mobile-Friendly”ness

bit.ly/mobilefriendlytest

Mobile-Friendliness is Binary

Blocked CSS & JavaScript = No Mobile Friendly Tag

App Interstitial = No Mobile Friendly Tag

App Install Interstitials VS. App Install Banners
Mobile Friendly!NOT Mobile Friendly!

Jedi Tip #2:
Many of the truths
that we cling to
depend on our point
of view

Fetch & Render for UI/ UX

You
probably
can’t read
this Text.
It says this
page has
no
Viewport
specified.

Broken ViewPorts
@goutaste
Be careful with CSS
& Google Forms!
(Reset Form width to
100%)
<iframe src="YOURFORMHERE"
width="100%" height="800"
frameborder="0"
marginheight="0"
marginwidth="0">Loading...</i
frame>
Emily Grossman | MobileMoxie

Jedi Tip #3: “Traveling through hyperspace ain't like dusting crops, boy!”
#SearchLove

Improving Page Speed with Images
Sprites File Size Responsive
Images.org
Image Server
Quality: 85%
Width: 300px
Quality: 70%
Width: 150px
Quality: 326 PPI
Width: 200px

“Punch it, Chewie”
#SearchLove

AMP: Accelerated
Mobile Pages Project
• Framework for speed

AMP: Accelerated
• Built for static content

AMP: Accelerated
• Built for static content
• At the moment, primarily used by
major publishers like:

Start With Your Blog
Easy to implement on Wordpress
Lowest “Domain Authority” in the carousel was 67/100
@yoast
bit.ly/AMP-wordpress-yoast
bit.ly/AMP-wordpress-SEL
@fighto

THE APPS STRIKE BACK
EPISODE XI:
Apps Strike Back

I feel a great
disturbance
in the
rankings…
#SearchLove

How Rankings 2015 Changed
https://moz.com/blog/brands-that-won-and-lost-google-2015

Increased Visibility for Both App Stores
Desktop
#SearchLove

How Rankings in 2015 Changed
These Websites Have Associated Apps
https://moz.com/blog/brands-that-won-and-lost-google-2015

App Single Apps Universal App Pack
Google Ranking Whole Apps

App Pack Optimization
App Title

Rankings Differ
Between
Android & iOS
App Pack on Android But Not iOS!

Know Your
Competitors Per
Device, OS & Location
Test on Multiple Devices Or Use A
Local-Mobile Search Simulator
bit.ly/mobile-search-simulator

Google Ranking App Screens (Deep Links)
#SearchLove

Android iOS
1: Create Web Parity with Your App
2: Set up HTTP Deep Links in Your App Manifest,
Exclude Deep Links with noindex.XML
Set up Universal Links in App & Server,
Exclude by Not Supporting for All Deep Links
3: Optimize Deep Links in the App with API Markup Optimize Web Markup* Add Cocoa Pods & App
Indexing SDK Pod to App
4: Submit Deep Links for Pre-Launch Crawling in Google
Search Console & Fix Errors
Say a meaningful prayer to the god of your choice
and/or grab a doughnut
5: Go Live & Verify Proper Indexing & Behavior from SERPS
*Doh! Google can’t actually extract Title &Description info from iOS apps, so all keyword relevance comes from meta data on corresponding web
pages.
Google App Indexing
bit.ly/g-app-indexing
#SearchLove

Google App Indexing Easier To
Implement On Android
Android HTTP deep links can be
set up in the app
iOS HTTP deep links require server-
side set-up and TLS/ SSL support
{
"applinks": {
"apps": [],
"details": {
»ABC0123.com.domain.App": {
"paths":[
”/folder/subfolder/”,
”/folder2/subfolder2/*”,
]
}
}
}
}
Intent filters
Apple-App-Site-Association File
#SearchLove

...
public class MainActivity extends Activity {
private GoogleApiClient mClient;
private Uri mUrl;
private String mTitle;
private String mDescription;
@Override
protected void onCreate(Bundle savedInstanceState) {
mClient = new
GoogleApiClient.Builder(this).addApi(AppIndex.API).build();
mUrl = "http://examplepetstore.com/dogs/standard-poodle";
mTitle = "Standard Poodle";
mDescription = "The Standard Poodle stands at least 18 inches at the
withers";
}
...
Full code sample here: bit.ly/appindexingAPIcode
Android App Indexing API

...
@Override
public void onStart() {
super.onStart();
mClient.connect();
AppIndex.AppIndexApi.start(mClient, getAction());
}
@Override
public void onStop() {
AppIndex.AppIndexApi.end(mClient, getAction());
mClient.disconnect();
super.onStop();
}...
“Can Haz Engagement Data?”
-Google

...
@Override
public void onStart() {
super.onStart();
mClient.connect();
AppIndex.AppIndexApi.start(mClient, getAction());
}
@Override
public void onStop() {
AppIndex.AppIndexApi.end(mClient, getAction());
mClient.disconnect();
super.onStop();
}...
“Can Haz Engagement Data?”
-Google
+ Extra
Rankings
Boost

bit.ly/g-app-indexing

NOT what we were looking for…

Deep Link Ranking Factors in Google
Positive Ranking Factors
• Installation Status
• Good Technical
Implementation
• Website SEO Signals
• App Indexing API (Android)
• Positive Engagement
Negative Ranking Factors
• Installation Status (Esp for iOS)
• Technical Errors
• Website SEO Signals
• Content Mis-Match
• Interstitials on Web
• Negative Engagement (Soon?)

App Streaming
@goutaste #SearchLove

Read More About App Streaming &
Connection Speed
http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719
@Suzzicks
More thoughts on App Streaming and connection
speed:
bit.ly/mobileconnectionspeed

EPISODE XII: Emerging Search
Platforms Awaken

Jedi Tip #4: “The Dark Side of the Force is the pathway to
many abilities some consider to be… Unnatural.”
#SearchLove

An Open Google Now API?

How Would it Rank Competitors?

Apps Should Focus on Good
Engagement To Win At Google Now

AAAHHHRRRRG

AAAHHHRRRRG
(Voice Search)
#SearchLove

Voice Search

App Actions
 Mark up app deep links so users can send
commands to your app
 Triggered via Google App (text or voice)
 Use SYSTEM actions
 EX call, send, watch, play…
 Or CUSTOM voice actions (BETA)
 EX scan my receipt on Walmart
#SearchLove

“How do people call my
business?”
“What can people DO with
my brand?”
“How would they command
my business to do
something?”
There is no try…
#SearchLove

Google Now On Tap
Optimized!
#SearchLove

Jedi Tip #5:
“Your focus
determines your
reality.”

Google is Amassing a
Personal Index
Photos from Google Photos
Contacts in Google Contacts
Search History from Chrome

Specific Emails from Gmail (Scraping Text)
Aggregated Data From Google Apps

Combining
Personal
Data With
Public Feeds
For A Richer
Interface

Use
Machine
Learning
Image
Recognition

Jedi Tip #6: “Let the wookie win”

iOS 9 Local Searches
https://mapsconnect.apple.com
#SearchLove

Spy on Apple
Maps
Attribution To
Learn What to
Optimize
gspa21.ls.apple.com/html/attribution.html
#SearchLove

Spotlight Search Email
Optimization
 Put most important keywords in the
subject line
#SearchLove

Optimization
subject line
 Earlier in the subject line is better
#SearchLove

Optimization
subject line
 Earlier in the subject line is better
 Apple prefers recent emails to older
emails
 Remember: Mobile devices can only
pull what is stored on the device
(less than on a computer)
#SearchLove

Deep Links
Indexed for
Spotlight
Searches
=
iOS Re-
Engagement
#SearchLove

Indexing Mobile App Content in Apple
Search
CoreSpotlight NSUserActivity Web Markup
#SearchLove

Twitter Cards AppLinks
Smart App
Banners
Web Markup
#SearchLove

Web Markup – Visual Presentation
SCHEMA & OG TAGS
More info here:
https://developer.apple.com/library/i
os/documentation/General/Concept
ual/AppSearch/WebContent.html
#SearchLove

Emily Grossman
@goutaste
www.mobilemoxie.com
2 Months Free Code:
SEARCHISLOVE
facebook.com/mobilemoxie
@mobilemoxie
Thank You!

All Star Wars images are property of Disney
unless otherwise noted.

SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the Multi-Screen Universe

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SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the Multi-Screen Universe

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