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How to Setup App Indexation
Justin Briggs
Founder, Briggsby
Justin@Briggsby.com
@JustinRBriggs
Taking on new clients
Search is fundamentally shifting
Search as an Interface
Visits to app,
not websites
Takes action on
your behalf
Hands free UI
(wearables)
Solutions, not
we...
Creating Indexable Apps
App Deep Links
android-app://{package_id}/{scheme}/{host_path}
Ø  package_id - app ID in Play store
Ø  scheme - http or ...
Intent Filter: AndroidManifest.xml
Defines the structure of
your app URIs
<activity android:name="com.example.android.Gizmo...
Testing Deep Links
Will launch
app deep
link
Verify site with Google Play
Developer Console &
Webmaster Tools
Connect in Google Play Console
Verify the
app’s website
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...
Three Ways to Expose App URI
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage",
"@...
Three Ways to Expose App URI
<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/
schemas/sitem...
Very similar to a mobile
separate-site setup
Launch App From Search
App launch
can be default
behavior…
Clicking this
launches the
app!
Manage indexing with
robots noindex in app
Indexing Control for Apps
<?xml version="1.0" encoding="utf-8"?>
<search-engine xmlns:android="http://
schemas.android.com...
Indexing Control for Apps
<manifest xmlns:android="http://schemas.android.com/apk/res/
android"
package="com.example.andro...
Push to Google with App
Indexing API
Autocomplete App Suggestions
Search as an interface
with app actions
Building an Action Graph
App Indexing Knowledge Graph App Actions+ =
Leverage Schema.org Actions
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "MusicGroup",
...
App Actions in Search
What about iOS?
Close to Release?
iOS app
indexing in
the wild
Validates in
testing tool
Bing App Linking
Launch Windows Apps From Bing
Image: http://www.bing.com/webmaster/help/app-linking-09399b4b
Bing App Linking
1.  Copy Windows (Phone) Store URL
2.  Go to Bing Webmaster Tools to
configured App Linking
3.  In Configur...
Bing App Linking
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage",
"operation": {...
Bing App Linking
You can create deep links from web search
results to your app by interpreting launch
arguments.
Different ...
Bing App Linking
Use Bing App Linking Test Tool (.exe)
Schema Markup
Enable Deep
Linking
Register App
Link Site to App
App Indexing Resources
Everything You Need to Know About Mobile App Search:
http://moz.com/blog/mobile-app-search
Google D...
People to Follow
Lawrence Chang, Google:
https://twitter.com/lawrence_chang
Jarek Wilkiewicz, Google:
https://twitter.com/...
Thanks!
hello@briggsby.com
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How to Setup App Indexation

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Overview of how to setup up app indexing inside of a mobile application. Includes the technical implementation for Android and Windows Phone, as well as some speculation about iOS app indexing support. Covers Bing App Linking setup as well.

Topics Covered include:
- App URI format for deep links
- Creating an intent filter and view action in AndroidManifest.xml
- Crawl of app URI via rel=alternate, schema ViewAction in JSON-LD, and annotations in XML Sitemap
- Managing noindex for app indexing via noindex.xml in the App Resource Directory
- App indexing API
- App appearance in autocomplete
- App actions via knowledge graph and app indexing
- Listen actions in JSON-LD
- App actions in search results via Knowledge Graph
- iOS app indexing for Apple devices
- Windows Phone and Window App indexing via Bing App Linking

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How to Setup App Indexation

  1. 1. How to Setup App Indexation
  2. 2. Justin Briggs Founder, Briggsby Justin@Briggsby.com @JustinRBriggs Taking on new clients
  3. 3. Search is fundamentally shifting
  4. 4. 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/
  5. 5. Creating Indexable Apps
  6. 6. App Deep Links android-app://{package_id}/{scheme}/{host_path} Ø  package_id - app ID in Play store Ø  scheme - http or custom scheme Ø  host_path - specific content within app
  7. 7. 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" /> <!-- Accepts URIs that begin with "http://example.com/gizmos” --> <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>
  8. 8. Testing Deep Links Will launch app deep link
  9. 9. Verify site with Google Play Developer Console & Webmaster Tools
  10. 10. Connect in Google Play Console Verify the app’s website
  11. 11. Annotate site for app URI discovery via crawl
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Very similar to a mobile separate-site setup
  16. 16. Launch App From Search App launch can be default behavior… Clicking this launches the app!
  17. 17. Manage indexing with robots noindex in app
  18. 18. Indexing Control for Apps <?xml version="1.0" encoding="utf-8"?> <search-engine xmlns:android="http:// schemas.android.com/apk/res/android"> <noindex uri="http://example.com/gizmos/hidden_uri"/> <noindex uriPrefix="http://example.com/gizmos/ hidden_prefix"/> <noindex uri="gizmos://hidden_path"/> <noindex uriPrefix="gizmos://hidden_prefix"/> </search-engine> App Resource Directory Android Manifest
  19. 19. Indexing Control for Apps <manifest xmlns:android="http://schemas.android.com/apk/res/ android" package="com.example.android.Gizmos"> <application> <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"/> ... </activity> <meta-data android:name="search-engine" android:resource="@xml/noindex"/> </application> <uses-permission android:name="android.permission.INTERNET"/> </manifest> App Resource Directory Android Manifest
  20. 20. Push to Google with App Indexing API
  21. 21. Autocomplete App Suggestions
  22. 22. Search as an interface with app actions
  23. 23. Building an Action Graph App Indexing Knowledge Graph App Actions+ =
  24. 24. 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>
  25. 25. App Actions in Search
  26. 26. What about iOS?
  27. 27. Close to Release? iOS app indexing in the wild Validates in testing tool
  28. 28. Bing App Linking
  29. 29. Launch Windows Apps From Bing Image: http://www.bing.com/webmaster/help/app-linking-09399b4b
  30. 30. Bing App Linking 1.  Copy Windows (Phone) Store URL 2.  Go to Bing Webmaster Tools to configured App Linking 3.  In Configure My Site > Connected Pages paste URL 4.  Verify Schema Markup Enable Deep Linking Register App Link Site to App
  31. 31. Bing App Linking <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebPage", "operation": { "@type": "ViewAction", "actionHandler": [ { "@type": "WindowsActionHandler", "applicationId": "4db19603-c4e0-4112-895e-46981d785682", "packageFamilyName": "Contoso.Contoso_54hhd3ev8bvz9", "arguments": "cityId=1&restaurantId=5609", "minVersion": "2.2.0.12" },{ "@type": "WindowsPhoneActionHandler", "applicationId": "08f1f665-222d-422c-9f99-bc3e0dd34433", "minVersion": "2.2.0.11", "arguments": "cityId=1&restaurantId=5609" } ] } } </script> Schema Markup Enable Deep Linking Register App Link Site to App
  32. 32. Bing App Linking You can create deep links from web search results to your app by interpreting launch arguments. Different for Windows Runtime vs. Silverlight Windows. Schema Markup Enable Deep Linking Register App Link Site to App
  33. 33. Bing App Linking Use Bing App Linking Test Tool (.exe) Schema Markup Enable Deep Linking Register App Link Site to App
  34. 34. App Indexing Resources Everything You Need to Know About Mobile App Search: http://moz.com/blog/mobile-app-search Google Developers: App Indexing: https://developers.google.com/app-indexing/ App Indexing Code Lab: http://search-codelabs.appspot.com/codelabs/app-indexing Bing App Linking: http://www.bing.com/dev/en-us/applink
  35. 35. People to Follow Lawrence Chang, Google: https://twitter.com/lawrence_chang Jarek Wilkiewicz, Google: https://twitter.com/wjarek Shawn Simister, Google: https://twitter.com/narphorium
  36. 36. Thanks! hello@briggsby.com
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Overview of how to setup up app indexing inside of a mobile application. Includes the technical implementation for Android and Windows Phone, as well as some speculation about iOS app indexing support. Covers Bing App Linking setup as well. Topics Covered include: - App URI format for deep links - Creating an intent filter and view action in AndroidManifest.xml - Crawl of app URI via rel=alternate, schema ViewAction in JSON-LD, and annotations in XML Sitemap - Managing noindex for app indexing via noindex.xml in the App Resource Directory - App indexing API - App appearance in autocomplete - App actions via knowledge graph and app indexing - Listen actions in JSON-LD - App actions in search results via Knowledge Graph - iOS app indexing for Apple devices - Windows Phone and Window App indexing via Bing App Linking

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