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iOS9 Search & Seo #SEODifferent Local Search Advantage Presentation #SMX15 9.28.15

Some initial explorations of how to optimize for local searches in iOS9 including Siri, Spotlight Search, & Mobile Safari.

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iOS9 Search & Seo #SEODifferent Local Search Advantage Presentation #SMX15 9.28.15

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  1. iOS9 Search: #SEODifferent Local Search Advantage Workshop SMXEast 2015 Andrew Shotland LocalSEOGuide.com @localseoguide

  2. About LocalSEOGuide 10 Years of Enterprise & Multi-Location SEO www.localseoguide.com @localseoguide.com 2

  3. Goin’ Mobile www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 3

  4. We Apps… ? www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 4

  5. http://applemapsmarketing.com/2015/06/61-of-u-s-iphone-owners-use-apple-maps-comscore/http://applemapsmarketing.com/2015/06/61-of-u-s-iphone-owners-use-apple-maps-comscore/ www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 5

  6. Apple’s Local Search Evolution www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 6

  7. SEO Environment has Changed Moving from Desktop   Mobile   Apps 1. Mobile Web SEO Optimization 2. Apple Store & Android Play Store SEO 3. Google & Facebook App Indexing SEO 4. New: iOS Search SEO Facebook App Links Google App Indexing

  8. iOS9 Search: Siri • Apple Maps • Bing Search • App-Specific Commands – “Open”, “Play”, “Call”, etc. www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 8

  9. iOS 9 Search: Safari • Apple Maps • App Content • Suggested Websites www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 9

  10. iOS9 Search: Spotlight • App Content • Websites • Bing Search www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 10

  11. Two iOS Search Indexes Applebot crawls + Standard markup User-created content/engagement with apps on user’s device www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 11

  12. Breaking Down iOS App Search Features 3 Core APIs www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 12

  13. Features - User Activity: Reviews, ratings, check-in’s, pageviews, etc. - Viewed app content can be eligible for public indexation on app Spotlight & Safari search - Each activity has attributes & meta data - Can designate activities to be publicly available - Each activity has meta data - var title - var keyword - var contentAttributeSet - var expirationDate - var webpage URL - CSSearchableItemAttributeSet? Could contain: - contentDescription - thumbnailURL & Data - City, Province, Latitude Longitude www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 13

  14. NSUserActivity www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 14

  15. Image Size Recommendation - Unique image on each item Model Minimum Image Width 40 px 120 px 180 px Minimum Image Height 60 px 180 px 270 px 5s & earlier 6 & all iPads 6 Plus - Don’t use app logo as a thumbnail for all items - Minimum Size 180 X 270 pixels - Square of Circular Image 180 X 180 pixels www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 15

  16. Title & Description Recommendations - Title - Based on the screen size of an iOS device, a long title can get truncated, so it’s best to limit your title to 90 characters. - Description - As with titles, long descriptions can also get truncated, so it’s best to limit your description to 300 characters. www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 16

  17. UI & Server Recommendations - UI & Server Recommendations - No interstitials - Performance - Take user directly to content www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 17

  18. Features - APIs that help you add app-specific content to the on-device index and enable deep links into your app. - API that adds content index for: - Only on devices with the app installed - Can add, update, delete from index - Batch update is also available - Index can be loaded at anytime when you load the app - Recommended to only contain a few thousand items - This API is not dependent on user activities www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 18

  19. CoreSpotlight www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 19

  20. Features - Web markup lets you make your related web content searchable and helps you enrich the user’s search experience. - Used to enable App Search: - Need to allow Applebot to Discover the Website - Ensure there is markup for Deep Links in Website - Enable Deep Links handling in App - Structured Data Markup is Strongly Recommended - Universal Links: - The universal links replace deep links with better security features and easier development between apps. - Unclear if these URLs are trackable. www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 20

  21. Structured Data Markup - Focus on Schema.org Microdata - Aggregated Ratings - Offers - Organization - PriceRange - Recipe - Accepting OG Tags - Og: Image www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 21

  22. User Activity + App Content Indexation + Web Markup = Relevance Score Engagement Ratio = New BackLink? www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 22

  23. 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 www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 23

  24. Query = “tv” 1 2 4 5 3 (Accidental Click on Contacts) 1 App Xfinity TV Go 1 App Xfinity TV Result # 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 Go 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? 2 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” 3 1 Podcast 1 Podcast 1 Podcast 1 Podcast 1 Podcast 4 1 iCal event 1 iCal event 1 iCal event 1 iCal event 1 iCal event 5 3 BB 3 BB 1 iMessage 3 BB 3 BB 6 1 iMessage 1 iMessage 3 mail 1 iMessage 1 iMessage 7 3 mail 3 mail 2 Notes 3 mail 3 mail 8 2 Notes 2 Notes 3 videos 2 Notes 2 Notes 9 3 videos 3 videos 3 BB 3 videos 3 videos 10 www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 24

  25. Query = “appliance” Result # Query #1 2 3 4 5 1 BB 2 BB 3 BB 3 BB 1 2 suggested websites 3 maps 2 2 suggested websites 2 suggested websites 2 suggested websites 2 suggested websites 1 podcast 3 maps 3 maps 3 maps 3 maps 3 3 mail 1 podcast 1 podcast 1 podcast 1 podcast 4 3 BB 3 BB 3 BB 3 BB 3 BB 5 Wikipedia 3 mail 3 mail 3 mail 3 mail 6 3 Bing Wikipedia Wikipedia Wikipedia Wikipedia 7 3 Bing 3 Bing 3 Bing 3 Bing 8 www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 25

  26. 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 www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 26

  27. How Yelp SPAMs Spotlight Search www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 27

  28. 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 - TripAdvisor.com - Yelp.com • Start out with a big app index for Spotlight. Avoid indexing low search value URLs • Add schema markup to web pages • Test aggressive tagging • Focus on user engagement with your app & presence on highly engaging third-party apps • www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 28

  29. Further Reading • AppleMapsMarketing.com • iOS App Search Programmer Guide • Yext:Optimizing Local Search for iOS9 (reg req’d) www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 29

  30. www.localseoguide.com SMXEast2015 Local Search Advantage #SEODifferent 30

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