MobileMoxie Firebase Indexing

MobileMoxie @Suzzicks
Indexing on Fire: Google Firebase Native and Web App Indexing

In the Beginning there Was
Nothing

Google Didn’t Even Try to Crawl
Apps or JavaScript

Historically, Crawlers Have Been
Locked Out of Some Mobile Content

To Rank, Content Must be Crawled
& Indexed

Google Got Better & Better at
Crawling JS & Eventually Android
Apps

Web App & Native Apps Indexing
Are Similar in Nature

Web App & Native Apps Indexing
Are Similar in Nature
XML
Sitemap JASON-LD

Crawling Mapping Docs &
Ingesting Feeds through APIs is
Faster & Easier for Google than
Crawling Websites

Now Google Can Index this Stuff,
But Crawling is Still a Bit
Primitive

Now Google Can Index this Stuff,
But Crawling is Still a Bit
Primitive
(Especially for iOS)

Native
App
VS
WEP APP INDEXING

PWA Relationship to other Web
Apps
Single Page
App (SPA)
Web App
HTML5 App
Dynamic
Website JavaScript
Web App

They Use LOTS of JavaScript to
Pull that Off

Responsive Design Requires
Even More JavaScript
1024px + 1023-768px 767-320px

JavaScript & Other Elements
Increase File Size of Webpages
2010 2012 2014 2016

Mobile-Friendly
is Gone but will
it Soon be
Replaced with
‘Slow’?

Google Wants to Crawl
JavaScript …. A Lot Apparently!

Progressive Web Apps are Fast:
Server ServiceWorker

PWA ServiceWorkers
Seem Very Similar to
the AMP JavaScript
Runtime
PWA
ServiceWorker
AMP JS
Runtime
=

HTTPS
Mobile
Friendly
Website
Service
Worker
Web App
Manifest
Progressive
Web App
=+

Web App Manifest
App Titles
App Icons
App Shell

Web App Manifest
<head>
<meta charset="utf-8" />
<meta name="viewport" content="width=device-width,
initial-scale=1" />
<link rel="manifest" href="/manifest.json"/>
<meta name="robots" content="follow, index" />
<link rel="canonical" href="https://website.com/" />
<meta name="description" content="This is a great
website/>
<meta name="keywords" content=“keyword, keyword,
keyword, keyword, keyword" />
</head>

App Shell Development
Browser Stand Alone Full Screen
HTTPS ONLY

App Install Banners
Registered Service Worker on website
Web App Manifest Includes:
❑Home Screen App Icon - 144x144 png
❑Short_Name - w/ Home Screen Icon
❑Name - Shell Banner Top
❑Start_Url
Visited 2x+ w/ 5min+ Between Visits

Loading the Website
Twice Triggers an
‘Add to Home
Screen’ Dialogue
PWA Icon is
Customizable &
Looks Just Like a
Native App Icon

While Loading, it Shows a
Customizable
Splash Screen
PWA’s Can Open Outside
of a Browser Window
in it’s Own Window

Local Phone Cache =
App Shell + Viewed Content
Works Offline
PWA
ServiceWorker

WAPO.com/PWA/ Demo (Chris Nguyen)

Progressive
Web Apps
(PWA’s)
Is Basically
Native App
Online
Choices
About
Address
Bar
No Install
Required
Enables
Home
Screen
Icon
Offline
Content
Works
Web Works on
All Devices –
Most Browsers
Enables
Push
Messaging
& Deep
Linking
Custom
Splash
Screen
Adapts to Slow
Connections
Fast
Because
of Service
Workers

Users Apparently Love PWAs
3x
More Time
Spent on
Site
70%
Higher
Conversion
Rate
(For those
who Add to
Home
Screen)
40%
Higher
Engagement
Rate
3x
Less Data
Necessary to
Render the
Website

To Get a Progressive Web App
Indexed, You Must Work Harder

Indexing Web Apps
(Even Non-PWA Dynamic Sites)
HTML Snapshots XML Sitemaps Fetch & RenderHTML5
PushState

Most PWA’s Have Ignored SEO
Duplicate Title Tags
Duplicate
Description Tags
Un-optimized URLs

Don’t Let Fancy
Dev Kill Your SEO!

Resources to Make Your Site a
PWA:
1. App Manifest Wizard:
https://brucelawson.github.io/manifest/
2. App Manifest Validator: https://manifest-
validator.appspot.com/
3. Service Worker Toolbox:
https://github.com/GoogleChrome/sw-toolbox
4. Service Worker Instructions:
http://deanhume.com/home/blogpost/getting-started-with-
the-service-worker-toolbox/10134

Native
App
VS
NATIVE APP INDEXING

App Screens are Indexed Like
Web Pages
Indexing Entry
Points in an AppNative
App
& =
Web Page or URLApp Screen or URI

Fast & Works
Offline
Low Reach &
High
Commitment
& Acquisition
Cost
High Reach &
Low
Commitment
& Acquisition
Cost
Slow & Does
Not Work
Offline
Native
App

Mobile
Web Reach
is 2.5x App
Reach
(Based on Unique
Visitors Per Month)
Apps Mobile Web
8.9
3.3

US Time Spent in App VS Web
Mobile Web
14%
Apps
86%
Top 3
Apps
80%
Facebook
YouTube
Facebook Messenger

Mobile Web
14%
Apps
86%
A Couple
Other Apps
20%
Top 3
Apps
80%
Facebook
YouTube
Facebook Messenger

Mobile Web
14%
Apps
86%
A Couple
Other Apps
20%
Top 3
Apps
80%66% of All
Digital
Purchases
Happen Here
Facebook
YouTube
Facebook Messenger

How Do You Index Apps?
Universal Links Digital Asset Links
HTTP/HTTPS
App Scheme
Apple-App-
Site-
Association
File
HTTP/HTTPS
App Scheme
Asset
Links File

Association Files are Hosted on
the Corresponding Website
iOS Apps
REQUIRED
/Apple-App-Site-Association/
Android Apps
OPTIONAL
/AssetLinks.JSON/
Hosted at: https://website.com/.well-known OR
https://website.com/ OR
http://website.com/.well-know/ (Android Only) OR
http://website.com/ (Android Only)

App Indexing Has Benefits
App Install Buttons in SERPS & Auto Complete

Association Files are Hosted on
the Corresponding Website
iOS Apps
REQUIRED
/Apple-App-Site-Association/
Android Apps
OPTIONAL
/AssetLinks.JSON/
Hosted at: https://website.com/.well-known OR
https://website.com/ OR
http://website.com/.well-known/ (Android Only) OR
http://website.com/ (Android Only)

Apple-App-Site-Association File
"applinks": {
"apps": [],
"details": [
{
"appID": “SAMPLE-
APP.com.host.location",
“pathprefix”: ["/blog/*]
"paths": [ "/news/story/",
"/news/video/2015/*"]
},
{
"appID": “DIFFERENT-
"paths": [ "*" ]
}
]
"relation":
["delegate_permission/common.handle_all_url
s"],
"target": {
"namespace": "web",
"site": "https://host.sampleapp.com"
},{
"relation":
s"],
"target": {
"namespace": "android_app",
"package_name": “com.host.sampleapp",
"sha256_cert_fingerprints":
["10:39:38:EE:45:37:E5:9E:8E:E7:92:F6:54:50
:4F:B8:34:6F:C6:B3:46:D0:BB:C4:41:5F:C3:39:
FC:FC:8E:C1"]
}
Asset Links File

Apple-App-Site-Association File
"applinks": {
"apps": [],
"details": [
{
"appID": “SAMPLE-
“pathprefix”: ["/blog/*]
"paths": [ "/news/story/",
"/news/video/2015/*"]
},
{
"appID": “DIFFERENT-
"paths": [ "*" ]
}
]
"relation":
s"],
"target": {
"namespace": "web",
"site": "https://host.sampleapp.com"
},{
"relation":
s"],
"target": {
"namespace": "android_app",
"package_name": “com.host.sampleapp",
"sha256_cert_fingerprints":
["10:39:38:EE:45:37:E5:9E:8E:E7:92:F6:54:50
:4F:B8:34:6F:C6:B3:46:D0:BB:C4:41:5F:C3:39:
FC:FC:8E:C1"]
}
Asset Links File
Must be Exactly the Same
as Resolving Web URL
(Canonical – no 301
Redirects!)

Native
App
VS
CURRENT PROBLEMS
WITH APP INDEXING

The ‘Three Platform’ Problem
3x
Team Politics
3x
Time
3x
Money

Silos of Communication on a
Team
DEV SEO QA DBA

Language
& Vocab
Language
& Vocab
Language
& Vocab

Native
App
VS
FIREBASE APP INDEXING

Google Believes Firebase
is the Answer

Most SEO’s Don’t Really Get It!

It Gives Entry-points & End-
points in Apps
+ =

PWA
Website
Android
Instant
Apps
AMP
Web
Pages
Crawling is Hard!
Google indexes these using lists of entry locations that are
either generated from Rel=Alternate Tags + Sitemaps, Site
Association Files or API Submissions.
Native
App
Indexing

Firebase Cloud Hosting = Content
API Directly in Google

Firebase Generates Dynamic Links
Websites that Enable Everything
Dynamic
Links
Android App
iOS App
PWA Website
Centralized
Capability Based
on Dynamic Links
Website:
• Linking
• Advertising
• Messaging
• Tracking &
Attribution
• Remote Config
PS: This appears to be just an outgrowth of the old gog.le link
shorter which also did Dynamic Linking

Google’s Webmaster Interaction
& Potential Rankings Boosts
App Indexing
w/Web Parity
Mobile
Friendly
Universal/Dynamic
App Links
App Indexing
API
Firebase
Integration
HTTPS
*Expert Speculation

Android /iOS App
Progressive Web App
Firebase App + Rankings Boost
Firebase Dynamic Linking Expands
the Potential Reach of Any One App
iOS, Android or Web
*Expert Speculation

Google
Database
Hosting
Better
Indexing of All
Apps
*Expert Speculation
Dynamic Links
are Key
EX:http://app_code.
app.goo.gl/[google-
unique-identifier]

Google
Database
Hosting
Better
Indexing of All
Apps
iOS &
Android
Instant
Apps
*Expert Speculation
Dynamic Links
are Key
EX:http://app_code.
app.goo.gl/[google-
unique-identifier]

Google
Database
Hosting
Better
Indexing of All
Apps
iOS &
Android
Instant
Apps
No
Need
for App
Stores
*Expert Speculation
Dynamic Links
are Key
EX:http://app_code.
app.goo.gl/[google-
unique-identifier]

HTTPS
Rankings
Boost
PWA with
GWS
Caching in
Firebase
App
Indexing &
Dynamic
Links
Non-Parity
App
Indexing
App Packs &
No Need for
App Stores
Better
Monitizing
of Android
& iOS
Why Google Needs You to Use
Firebase
*Expert Speculation
Non-Parity
App Indexing

HTTPS
Rankings
Boost
AMP
w/GWS &
PWA w/
GWS in
Firebase
App
Indexing &
Dynamic
Links
Non-Parity
App
Indexing
App Packs &
No Need for
App Stores
Better
Monitizing
of Android
& iOS
Firebase
*Expert Speculation
Non-Parity
App Indexing

HTTPS
Rankings
Boost
AMP
w/GWS &
PWA w/
GWS in
Firebase
App Indexing &
Dynamic Links
(GWS - Firebase)
Non-Parity
App
Indexing
App Packs &
No Need for
App Stores
Better
Monitizing
of Android
& iOS
Firebase
*Expert Speculation
Non-Parity
App Indexing

HTTPS
Rankings
Boost
AMP
w/GWS &
PWA w/
GWS in
Firebase
App Indexing &
Dynamic Links
(GWS - Firebase)
Non-Parity
App
Indexing
App Packs &
No Need for
App Stores
Better
Monitizing
of Android
& iOS
Firebase
*Expert Speculation
Non-Parity
App Indexing
(GWS – Firebase)

Firebase
HTTPS
Rankings
Boost
AMP
w/GWS &
PWA w/
GWS in
Firebase
App Indexing &
Dynamic Links
(GWS - Firebase)
Non-Parity
App Indexing
(GWS – Firebase)
App Packs &
No Need for
App Stores
Better
Monitizing
of Android
& iOS
*Expert Speculation

HTTPS
Rankings
Boost
AMP
w/GWS &
PWA w/
GWS in
Firebase
App Indexing &
Dynamic Links
(GWS - Firebase)
Non-Parity
App Indexing
(GWS – Firebase)
App Packs &
No Need for
App Stores
Better
Monetizing
of Android
& iOS
Firebase
*Expert Speculation
“Will PWA’s Get
App Pack
Rankings?”

Google’s Webmaster
Communication
Native &
Instant
Apps
AMP & HTTPS
PWA &
Web
*Expert Speculation
Mariya Moeva
Gary Illyes
John Mueller

Firebase is Still a bit Unknown &
Scary

“…Google may have some work ahead
of it convincing developers to depend
even more on its technologies. In
February, Facebook shut down its
mobile back-end as a service, Parse,
leaving many developers scrambling.”

Or…Could Google Just Take
Your Info and Turn it Against You?

Unclear Value Prop
Shared
Cloud
Database
Shared
Reporting
& Mgmt
Shared
Messaging
& Ads

Difficult to Setup
Web Android iOS
HTTP/HTTPS Links HTTP/HTTPS Links
(Dynamic Links)
HTTP/HTTPS Links
(Universal Links)
Add App Manifest
& ServiceWorker
Add
Dependencies to
the Build Gradel &
Setup Fingerprint
Certificates
Add Firebase
Podfiles to the
Manifest
Add to Firebase
Project
Add to Firebase
Project
Add to Firebase
Project

Bad Documentation
Web Android iOS
* Documentation almost always
assumes that you are doing only one
thing at a time.

So Should
You Use it?
…Maybe.

Firebase
Makes All
Indexing
More
Valuable

Firebase Unifies Digital
Marketing & Measurement
Acquisition
Backend/Hosting
SEO/Dynamic
Links
PPC/AdMob
Engagement
Messaging
Remote Config
Custom Audiences
Measurement
GA-Like Unified
Analytics
Export/API to Big
Data Processing
Options

2nd Biggest App Indexing
Benefit = Tracking

Remote-Config User-Focused
Remote Config
Benefits of Cloud Hosting

Cross-Device
Attribution
Better Ad
Management
Real-Time
Database
Easy Link
Sharing
Unified Push
Messaging
Unified
Tracking &
Analytics
Remote
Config

CINDY KRUM
MobileMoxie @Suzzicks

MobileMoxie Firebase Indexing

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