Justin Briggs - Mobile Search: You Need to be More than Mobile-Friendly

Mobile Search:  Going beyond mobile-friendly

Justin Briggs Founder, Briggsby [email protected] @JustinRBriggs Say Hello!

Everyone mobile-friendly?

Growing Importance of Mobile

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

The problem with mobile search…

It’s not about being mobile-friendly

This Presentation… How Many Times?

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

Customer trying their damndest to use your site.

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

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

Successful Mobile Search Strategy Location Input Differences Task Completion

How is your content used on mobile?

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

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

SEO is shifting

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

Pay attention to growing your mobile app

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

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

Rankings in Organic Search App store landing pages in traditional
search

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

Leverage your app store page in organic search

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

Take advantage of device intent rank modifications

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

Search is rapidly becoming more mobile & conversational

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/

It’s still early days

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

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

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

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" />  <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>

Verify site with Google Play Developer Console & Webmaster Tools

Annotate site for app URI discovery via crawl

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

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

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

Very similar to a mobile separate-site setup

Launch App From Search

No longer limited to users with installed app

Drive app installs by leveraging your existing SEO visibility

Push to Google with App Indexing API

Autocomplete App Suggestions

Only the beginning…

Search as an interface with app actions

App Actions App Indexing Knowledge Graph App Actions + =

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>

App Actions

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

What about iOS?

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

Thanks! [email protected]

Justin Briggs - Mobile Search: You Need to be M...

Justin Briggs - Mobile Search: You Need to be More than Mobile-Friendly

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