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MOBILE TRENDS & IMPACT
EXPLORING OPPORTUNITIES IN VOICE & APP SEARCH
FEBRUARY 2016
Ali Haris
Sr. Manager, SEO
Macy’s Inc.
@aharis
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Agenda
Mobile Trends
Key Opportunities
Mobile App
Indexing
Google Now
Voice Search
Wrap-Up
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Mobile Trends
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Mobile Trends
Continued Increase in Ad Spend for Display, Search and messaging*
*Source : eMarketer
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Are You Mobile Friendly?
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What Makes Mobile Friendly?
Loads quickly (AMP)
Text on the page is readable
Does not require zooming or pinching
Easy to navigate with a finger
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APP Search + Voice Search
Next SEO Frontier
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Next SEO Frontier: App Search
According to Google, 15% of
Google searches on Android
now return links to apps
through this App Indexing
process
Discovering apps is hard for
users. US users have an
average of 33 apps, but only
engage with roughly ⅓ of
them
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What is App Indexing?
These app deep links appears on:
Search results page
Android auto-completions
Now on Tap.
App indexing is indexing of
content pages residing inside
an app.
Deep linking is a way to open
specific location within a
mobile app, rather than simply
launching the app.
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Add support for deep links in your Android app
Implement App Indexing using the App Indexing API
Update sitemap or web pages with deep link info
Verify your app against your site on your Google Play
Developer Console
How To Index Your App?
App Indexing for Android
App Indexing for iOS
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How Does This Apply To SEO?
In The Beginning… Now
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App Indexing: Things to Keep In Mind
Proper Technical Implementation.
App with technical implementation errors will not be indexed at all.
Website Signals (title tags, description tags).
Traditional SEO elements in the <head> tag of the associated Web page
will display in deep link search results, Google considers the desktop
Web version of the page as the canonical indexing of the content.
Content Mismatch.
Google will not index app screens that claim to correspond with a Web
page but don’t provide enough of the same information.
Interstitials
App interstitials are a negative ranking factor for deep links
13 *Source: Google Survey Global Web Index
55% of Teens and 41% of Adults Use Voice
Search More Than Once a Day How Accurate are Voice Search Results
Why Users Are Using Voice Search*
43% It’s quicker than going to the site or using an app
42% I can use is while driving or at other times when I can’t use my handset
38% It is more fun than other search methods
38% It is easier than going to a website for using an app
28% It is a more accurate way of searching
21% I don’t like typing on my mobile phone
Google says error rates on voice searches are
only 8%, down from 25% just a few years ago.
Search Engine
Land
Voice Search is Becoming More Common as Accuracy Improves
Next SEO Frontier : Voice Search
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Providing the Right Answer Around Conversational Search
How do I get
to Ritz? What restaurants
are there in
Miami?
Next SEO Frontier : Voice Search
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EXECUTIVE SUMMARY Compare typed to voice search queries for previous question
Voice Search : Entity Recognition Test
Queries Desktop Chrome Voice
Search Results (logged in)
Google Now
Response
Google Now Voice
Search Results (OK
Google)
Entity
Recognition?
How old is Starbucks? only date founded Speaks only date founded
What do they sell most? general results for "what do
they sell most" Web Starbucks Menu Yes
Weather at Disneyland search result for Anaheim
weather Speaks search result for Anaheim
weather
What should I wear
today?
general answers to "what I
should wear today" Web search listings for what to
wear at Disneyland Yes
Where can I buy
Disneyland tickets?
general results for Disneyland
tickets query Web Disneyland tickets query
How much are they? general results for "how much
are they" Speaks search result from Mouse
Savers Yes
Where can I buy Disney
World tickets?
listings for "Disney World
tickets" query Web listings for Disney World
tickets query
How much are they? listings for "How much are
they" Web listings for "How much are
they" No
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Voice Search: Key Opportunity
Focus on answering general questions vs keywords alone
Develop FAQ section
Focus on subjective questions
Where is the best breakfast?
How late are they open?
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Google Public Cards
Delivers content to users in bite-sized pieces
Surfaces your app to users in contextual ways
A Boarding Pass
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Google Public Card Implementation
Supported Schemas:
Only some types are
supported in Google Now.
Event Reservation
Flight Reservation
Hotel Reservation
Restaurant Reservation
API
App Discovery: Show
cards to users who don’t
have your app installed
Grow Traffic: Enable
users to reengage with
your app from Now
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App Downloaded App (Android or iOS)
App Not Downloaded Web (App download
promotion on redirected
mweb is ok)
Google Public Card
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Wrap Up
Make a Mobile Friendly site
App Optimization
Get your App in the index
Google Voice: Start Exploring
Google Now: Limited options
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Thank You!
Ali Haris
Sr. Manager, SEO
Macy’s Inc.
@aharis
https://www.linkedin.com/in/aharis
