Wearables SEO - Apple Watch & Android Wear (SMX Advanced 2015)
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Are you ready for the Wearables SEO revolution? Learn how to optimize for the Apple Watch, Android Wear and wearables in general by focusing on voice recognition, entity and knowledge graph optimization, and hyperlocal targeting with wireless beacons!
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Wearables SEO - Apple Watch & Android Wear (SMX Advanced 2015)
- 2. #SMX #12C2 @MediaWyse Who is this Casey guy? • Head of SEO Support for SEN • Founder of Digital Agency Media Wyse • Author of 400+ SEO & SMO articles • 16+ years actual working SEO Experience • Trained SEO teams on five continents • Co-Author of the “Unfair Advantage Guide to Winning the Search Engine Wars” • Contributor to “The Web Untangled: The Handbook for Building an Online Business” • Rabid Bacon & Craft Beer Aficionado
- 3. #SMX #12C2 @MediaWyse Wearables Market Overview Wearables SEO Focus Areas Voice Search Domination Hyperlocal Targeting Mobile User Optimization Law of Wearables Success What will we Learn Today?
- 4. #SMX #12C2 @MediaWyse Wearables Market Overview
- 6. #SMX #12C2 @MediaWyse It was Nice while it Lasted!
- 7. #SMX #12C2 @MediaWyse Apple is the New King of the Wearables Market!
- 9. #SMX #12C2 @MediaWyse 7 Million Apple Watches Sold for $5+ Billion in Revenue. Most Successful Product to Date! …And with a hefty profit margin of 60%+
- 10. #SMX #12C2 @MediaWyse Global Smartwatch Shipments will reach 40+ Million Units in 2015!
- 11. #SMX #12C2 @MediaWyse By 2018, Smartwatches alone will move 91.6 Million Units!
- 12. #SMX #12C2 @MediaWyse As SEOs we MUST target our client’s audiences on these platforms!
- 13. #SMX #12C2 @MediaWyse 3 Focus Areas of Wearables SEO
- 14. #SMX #12C2 @MediaWyse #1. Voice Search Domination!
- 15. #SMX #12C2 @MediaWyse Get to Know Conversational Search! Apple Siri, MSN Cortana, and Google Now
- 16. #SMX #12C2 @MediaWyse There is no Browser on the Apple Watch!
- 17. #SMX #12C2 @MediaWyse Siri loves Yelp. The more reviews the better. Cortana loves Foursquare. Uses tons of location data. Both use Bing. Get in there optimize for organic rankings. Both love natural language. Ask queries of your content. What Powers Siri & Cortana?
- 18. #SMX #12C2 @MediaWyse There is no Browser on Android Wear!
- 19. #SMX #12C2 @MediaWyse Get to Know the Knowledge Vault!
- 20. #SMX #12C2 @MediaWyse How do we CRACK the Knowledge Vault?
- 21. #SMX #12C2 @MediaWyse Four “Trusted” Sources: Wikipedia Freebase Wikidata Google+ Schema By Optimizing for the Knowledge Graph!
- 23. #SMX #12C2 @MediaWyse Generate a GREAT Title. Use Natural Language and Ask & Answer Questions with your Content!
- 24. #SMX #12C2 @MediaWyse Optimize your Knowledge Panel
- 25. #SMX #12C2 @MediaWyse Optimize your Knowledge Panel bit.ly/kgraph-optimization
- 26. #SMX #12C2 @MediaWyse Watch Rand’s Kick-Ass Whiteboard! bit.ly/knowledge-whiteboard
- 27. #SMX #12C2 @MediaWyse #2. Hyperlocal Targeting
- 28. #SMX #12C2 @MediaWyse Wearables SEO = “Convenience Marketing” “Delivering a personalized marketing message for a product or service in real-time to a target consumer exactly when they need it!” - Casey Markee
- 29. #SMX #12C2 @MediaWyse How do you do this? With Beacons!
- 30. #SMX #12C2 @MediaWyse “Beacon technology is a location-aware low-cost transmitter that uses Bluetooth and geo-fencing to provide apps a new level of micro-location awareness” - Wikipedia
- 31. #SMX #12C2 @MediaWyse In Short: Beacons are Bad-Ass!
- 33. #SMX #12C2 @MediaWyse There will be 4.5 Million Beacons installed in the US by 2018!
- 34. #SMX #12C2 @MediaWyse Case Study: Marsh Supermarkets (IN) bit.ly/ibeacons-101
- 35. #SMX #12C2 @MediaWyse #3. Mobile User Optimization
- 36. #SMX #12C2 @MediaWyse The Future for Mobile is all about the “Digital Concierge”
- 37. #SMX #12C2 @MediaWyse Right now you can say “where’s the nearest gas station” and wearables will navigate you there via haptic nudges of various vibration!
- 38. #SMX #12C2 @MediaWyse You will ask a “yes or no question” and the wearable will answer you via haptic nudges of various vibration!
- 39. #SMX #12C2 @MediaWyse Embrace “Glanceable Marketing!”
- 40. #SMX #12C2 @MediaWyse Build Apps that Provide Value!
- 41. #SMX #12C2 @MediaWyse What is the optimal context and timing for my service? How does it depend not only on location and buying stage, but on time of day, proximity to other resources, activity, or mood? How do my messages look? Does my app provide a “just-in-time” benefit? Digital Marketers need to be Asking:
- 42. #SMX #12C2 @MediaWyse The Law of Wearables Success
- 43. #SMX #12C2 @MediaWyse “In order to be successful, any given piece of wearable technology has to be useful the entire time it’s on your body.” – Niley Patel, The Verge
- 44. #SMX #12C2 @MediaWyse THANK YOU!
- 45. #SMX #12C2 @MediaWyse Connect with me Online @ Become a Fan on Facebook: http://www.facebook.com/MediaWyse Follow Casey on Twitter: http://Twitter.com/MediaWyse Connect with Casey on Linkedin: http://www.linkedin/com/in/caseymarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA
Editor's Notes
- 89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189 -Samsung with it’s Gear S and Tizen OS system were the market leaders by far in 2014. -Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.
- Cupertino is the new Center of the Smartwatch world.
- That Android Wear includes: Sony Smartwatch, LG G Watch, Moto 360, Asus ZenWatch, etc. This was just estimated pre-orders. It’s gotten even better since!
- It took Apple 74 days to sell one million iPhones. It took 28 days to sell one million iPads. Apple hit the one million milestone for sales of the Apple Watch on the first day of pre-orders and is now in the range of several million. 6/1 claim by Global Equities Research. For comparison-sake, “Rolox” did $5 Billion in Revenue last year. Very well-known luxury watch brand. The debut dwarfed first-year sales of Pebble (considered a success at 1 million units) and all 11 brands on the Android Wear platform (720,000 units again in 2014) In China, the Apple Watch Gold sold-out in an hour. Remember though, Apple is already a ¾ Trillion value company and did $182 billion in sales in 2014. This is just a ripple.
- - But that was before the June 1 information. Global Equities Research says Apple sells 40-42 million watches alone in 2015!
- But again, the estimates just for 2015 are wide and stunning: Morgan-Stanley is High at 60 million Units, Piper Jeffry is low at just 10 million Units. Global Equities Research is again saying 7 million units already sold and 40-42 million projected for 2015.
- Do voice searches in your niche and see what results are returned. Look for patterns. Voice search will benefit casual, conversational, and natural content ahead of traditional SEO. Apple now working on a Google Now clone called “Proactive”
- Unlike the Samsung Gear which uses a stripped down version of Opera, The Apple Watch does not have a browser. You will be using Voice Search to get around! Right now, it’s still fulfilling it’s queries from Bing, but optimizing as you would for Google, will cover Bing. Do voice searches in your niche and see what results are returned. Look for patterns. Voice search will benefit casual, conversational, and natural content ahead of traditional SEO.
- Cortana is going to be cross-platform compatible with Android and iOs. Android for late June, iOS later this year. Won’t be as powerful as the Windows variant but still increased notifications.
- Ok Google is powered by “Google Now” – optimizing for the Knowledge Graph, Answer Boxes and Natural Search needs be a priority. Stay tuned right after this presentation to learn all about Google Now directly form Google itself. Do voice searches in your niche and see what results are returned. Look for patterns. Voice search will benefit casual, conversational, and natural content ahead of traditional SEO.
- This is the knowledge vault (specifically an “answer box”) – it flows out from the Knowledge Graph. It seeks to answer questions on a 1:1 basis directly in the search results. This is based on machine learning and infers facts and relationships based on available data. I was able to replicate this on my wife’s Apple Watch and my own Android Watch. Both times, we were able to generate this returned search and then another time, we got the Yoast Result you see right below it.
- Freebase to be shut down sometime on June. All the data in there still being used BUT you should just submit directly to Wikidata going forward.
- - Answer Box optimization also needs to be a priority
- Semantic Search is more important – provide questions and answers in your content and on your site. Answer as many questions with your content as possible. Understand Co-Occurrence, Synonyms, and close variants. Optimize your content accordingly. Mention Page Segmentation. Content placed in the main body is going to be viewed as more relevant to the Knowledge Graph/Vault. - Correlations on Content Length (1000+ words) and Linking Root Domains (10,000+ generate 50%+ of Answer Boxes) – CognitiveSEO research
- - Also check-out the “Entity Optimization” panel later this afternoon with Mike Arnesen and Carolyn Shelby. They are going to go into all these concepts in more detail.
- Remember 2002’s “Minority Report” when Tom Cruise is running through the mall and getting virtually targeted by all those ads? That’s set in 2054 but similar targeting is already possible now.
- Understand this. How do we practice “convenience marketing?”
- Apple iBeacon by far THE most popular. And it does work with Android so that’s my suggestion. Samsung has their version of iBeacon for Android called Placedge – it’s tagline is that’s simpler to use than Beacon” since there is no app needed. Big criticism though since “app” equals choice and by having that at the phone level, there is no consumer choice to opt-out. A single beacon costs around $30. Beacons are about the size of a quarter and a little larger.
- -Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range -For example, the app can be programmed to deliver a personalized message or coupon.
- Right now beacons are in their infancy. There are less than 500,000 installed US-wide.
- The apple watch specifically features Bluetooth 4.0 which is going to allow retailers to actually track you with hyperlocalized offers as well. Marsh Supermarkets in IN – the first grocery store chain (75 stores) to launch an iBeacon-Apple Watch integration. The technology allows for shoppers with an Apple Watch and applications with inMarket’s application technologies to be notified of their shopping lists when they enter any Marsh store.
- This is currently happening.
- This is not. But it’s coming. The Taptic Engine already gives Apple Watch wearers a nudge every so often to remind them to get up from their seat and move.
- Glance is the new “Touch” for wearables. The ability to convey specific, relevant information in a minimalist way that doesn’t take the user out of their current activity or experience. The screen sizes of the Apple Watch are 38 and 44mm. Gear is a little Bigger, up to 58mm. That is not a lot of space to display. Google’s Android Wear design guidelines also emphasize “glanceability,” encouraging developers to surface very short information snippets that will fit on a small display
- You should also be designing one app for the phone and one app for wearables (apple watch, samsung gear, etc.) Right now there are about 3000 apps available for the Apple Watch.
- As an example, Marriot. Not only does it accept Apple Pay but with it’s new Apple Watch app, Marriott Rewards members will be able to use it to check-in in advance, receive prior notification when their room is ready, and checkout at nearly 4,000 hotels globally. Practice “app deep linking” on your sites. Link to your apps in your sitemap and in the Header Content of your site.
- Prescription glasses sit on your face, but improve your vision all the time, so they’re successful. Sunglasses sit on your face and make you look cooler all the time, so they’re successful. Google Glass sits on your face, but mostly does nothing, so it’s a failure. It’s a simple formula.