SEO in the Age of Apps | Search Engine Strategies NYC 2013

1. SEO in the Age of Apps Mobile search visibility: oﬀ-‐the-‐desktop Rachel Pasqua New York | March 25–28 #SESNY

2. New York| March 25–28, 2013 | #SESNY Search is the #1 mobile browser acFvity Web-‐based search is a fundamental acFvity and discovery channel for smartphone consumers. Food/Cooking Fps 11.3% Business directories 12.2% US Smartphone Browser AcFviFes Online retail 14.0% Classiﬁeds 15.1% comScore MobiLens, April 2012 Restaurant informaFon 15.9% Maps 16.9% Bank accounts 17.0% Stock/Financial news 17.2% Movie informaFon 17.5% Photo/video sharing service 18.7% Entertainment News 25.8% News 33.0% Social networking 34.2% Search 47.7%

3. New York| March 25–28, 2013 | #SESNY But overall, mobile users prefer apps App interfaces tend to be cleaner, faster, more user-‐centric, more navigable than mobile web interfaces—so much so that app design techniques are beginning to bleed over to the mobile web. More convenient 55% Faster 48% 85% of people surveyed by Compuware CorporaJon in Easier to browse 40% March 2013 said they prefer mobile apps over Be_er UX 28% mobile sites, according to a consumer survey of 3,500. Easier to check account 27% Easier to shop 26% 3% 11% 1%

4. New York| March 25–28, 2013 | #SESNY The most popular mobile apps are search-‐centric Top ten mobile apps among US smartphone users, December 2012 (% reach) 1. Facebook 76% 2. Google Maps 66% 3. Google Play 54% 4. Google Search 54% 5. Gmail 48% 6. YouTube 46% 7. Pandora 42% 8. iTunes 41% 9. Cooliris 38% Source: comScore Inc. , “2013 Mobile Future in 10. Yahoo Messenger 32% Focus, February 25, 2013”

5. New York| March 25–28, 2013 | #SESNY Why these trends ma_er •  As users gravitate towards apps for search purposes, content result types diversify—it’s not just about the browser anymore. •  Search desFnaFons diversify as well—most brands must focus on the major search engines plus a variety of niche search apps. •  The old SEO rules sFll apply but, new SEO best prac;ces are evolving that will govern the app search ecosystem.

6. New York| March 25–28, 2013 | #SESNY In order to succeed… …brands need to understand the new rules of the mobile search game, including: •  The most relevant mobile search applicaFons on the market •  Each app’s unique value proposiFon •  How to get indexed •  How to build rank and ﬁndability

7. New York| March 25–28, 2013 | #SESNY Big Engine Mobile Search Apps

8. New York| March 25–28, 2013 | #SESNY The Google Search App–web results Much like the desktop, Google sFll rules the roost. Yet most searches performed with the Google Mobile App lead to browser content. The stats •  EsFmated 95.8% of the world’s mobile search market.1 •  57% of the mobile ad revenue in the US.2 •  4 out of 5 most popular US apps belong to Google.3 GeUng found •  Sources results from the main Google index. •  A well-‐opFmized mobile site should result in good Google mobile app visibility as well. •  Prominent links to Goggles, Voice, and Apps create divergent pathways away from the browser. •  As use of app search increases, so will importance of non-‐tradi;onal content channels. | 1 StatCounter, 12.2012 | 2 eMarketer, 12.2012 | 3 comScore, 02.2013|r

9. New York| March 25–28, 2013 | #SESNY Mobile SEO: basics for the browser Most big engine mobile apps source results from their web index—hence, applying mobile SEO best pracFces is essenFal to visibility in both web and apps. Crawler Access •  Allow access for all crawlers to both desktop and mobile websites to fully understand page structure, importance, and consolidate signals. Page Load Speed •  Ensure quick page load speeds, as mobile users are typically on slower connecFons. User Experience •  Ensure visitors can ﬁnd the informaFon they are looking for and interact with the website suitably. Content OpJmizaJon •  OpFmize important page elements and content to idenFﬁed keywords. Crawlability Obstacles •  Code the website free from Obstacles, such as Flash and excessive or obtrusive JavaScript.

10. New York| March 25–28, 2013 | #SESNY The Google Search App: Apps results The Google Search App homepage routes users away from general, mobile web-‐based results with a strong prompt to other Google Apps.

11. New York| March 25–28, 2013 | #SESNY Google Voice Likewise, the Google Search App oﬀers a prominent link to voice search vs. browser results. As user uptake increases, SEOs may feel more pressure to opFmize for natural language queries vs. keywords. *SFll not quite semaFc— Google Voice uFlizes speech-‐to-‐text and text-‐ to-‐speech. **Available in the Google Search App and Google Apps Browser App

12. New York| March 25–28, 2013 | #SESNY Google Goggles The Google Search Apps also present a prominent prompt to engage in visual search via Google Goggles. As image recogniFon becomes more refined, users are bound to become more reliant on visual search via mobile camera. *SEOs should pay specific a_enFon to image tagging with specific keywords and geo-‐spaFal informaFon. **Available in the Google Search App and as a separate Google Goggles App

13. New York| March 25–28, 2013 | #SESNY The Google+ Local App Smartphone search is heavily oriented towards acFon-‐oriented, real-‐world acFvity—Google+ Local is a key discovery pathway. The stats •  Approx. 74% of local search volume is mobile.1 •  Mobile local search volume will outpace desktop by 2015.2 GeUng found •  Google Places is the thing of the past—many lisFngs carried over to Google+ but many did not. •  Google+ Local App sources results from Google+ Local web—opFmizaFon carries over. •  Business details—e.g. phone number, store hours, payment opFons—and video are are especially relevant to mobile users. •  As overall Google+ uptake increases, the Google+ Local app will become a signiﬁcant local traﬃc source. | 1 Chitika 10.2012 | 2 BIA/Kelsey 04.2012 |

14. New York| March 25–28, 2013 | #SESNY The Google Maps Google Maps is the acknowledged leader in the mobile maps and GPS space. For businesses with physical locaFons, it’s a vital mobile search channel. The stats •  94% of smartphone owners look for local info.1 •  90% take acFon as a result.2 •  59% visited a local business as a result of a mobile search.3 GeUng found •  Maps info is fed by Google+ Local lisFngs—strive for a complete lisFng with special emphasis on hours, photos, videos, and other locally relevant content. •  CitaFons from 3rd party apps like Yelp boost rank. •  Des;na;on search frequently starts—and almost always ends—with the maps app. Visibility for brick and mortar businesses is indispensible. | 1-3 Google and Ipsos OTX Media CT 05.2012 |

15. New York| March 25–28, 2013 | #SESNY Apple Maps Despite a shaky start, Apple Maps is sFll naFve to iOS6 which accounts for over 60% of iOS, iPad, and iPod touch devices. The stats •  While Android devices outnumber iOS in circulaFon and shipment, iOS users conFnue to be the most avid consumers of mobile web and app data. GeUng found •  Sources results from a proprietary Apple database— core data provider is Localeze. •  If your lisFng isn’t appearing in Apple Maps, be sure to create a free lisFng with Localeze. Note that Localeze also oﬀers a premium opFon which speeds submission for $297 per year. •  Reviews and addiFonal content syndicated from Yelp, hence Yelp opFmizaFon boosts Apple Maps visibility. •  Apple is commiKed to improving the Maps experience– as quality gets beKer, user uptake will grow.

16. New York| March 25–28, 2013 | #SESNY Siri Less of a search engine and more of a “mobile assistant”, Siri has been slow to catch on due to the challenges posed by speech recogniFon. The stats •  67% of Siri users actually use the search funcFonality.1 •  The most acFve Siri users are 40-‐49, the least acFve 20-‐29.2 •  Men are more frequent users of Siri than Women.3 GeUng found •  Siri oren bypasses tradiFonal search results, skipping right to social results like Yelp—ranking in Siri requires a_enFon to curaFng your presence in social spaces. •  Siri totally disregards PPC—if your strategy up unFl now was heavily paid, you’ll need to relegate more resources to SEO. •  Apple is commiKed to improving the Siri experience– as quality gets beKer, user uptake will grow. | 1-3 Besirious.com11.2012 |

17. New York| March 25–28, 2013 | #SESNY YouTube YouTube is the 2nd largest search engine in the world and one of the most mobile centric—25% of global YouTube views come from mobile devices1. The stats •  Video accounted for 51% of all mobile traffic by the end of 2012.2 •  People watch one billion views a day on YouTube mobile.3 •  YouTube is available on 400 million devices.4 GeUng found •  Always include keywords in the video file name and video headline. •  Adding a video script in the descripFon as well as uploading a script for closed capFoning, will boost relevance for voice. •  Smartphone and tablet users alike are ac;ve video consumers—YouTube presents a significant opportunity to create mobile search visibility. | 1 YouTube 03.2013 | 2 Cisco 02.2012 | 3-4 YouTube 03.2013 |

18. New York| March 25–28, 2013 | #SESNY Bing NaFve to all Windows Mobile devices as well as Blackberry, Nokia, and Kindle, Bing remains a smaller but sFll significant mobile search applicaFon. The stats •  According to app discovery portal XYO.net, Bing downloads on iOS and Google devices number roughly 15 million. GeUng found •  Like Google, Bing sources app results from the main index—mobile opFmizaFon of your .com site will create a halo effect of visibility for the Bing app. •  Despite a slow start in mobile, Bing’s foothold on Windows devices and the Kindle, earn it a certain amount of considera;on and effort from SEOs.

19. New York| March 25–28, 2013 | #SESNY Yahoo! and Yahoo! Axis Yahoo’s share of mobile search remains extremely small—without OEM relaFonships, it lacks the requisite on-‐device foothold so crucial for success. *Since Bing powers Yahoo search, opFmizaFon for Bing should have a halo eﬀect of the Yahoo apps. **With Marissa Mayers new commitment to building Yahoo as a mobile services company, there’s a chance Yahoo may be a dark horse in the mobile search race.

20. New York| March 25–28, 2013 | #SESNY Google Now Google Now is Google’s foray into creaFng an intelligent personal assistant. Now not only answers search queries but also makes recommendaFons and delegates acFons to web services. Basically, it’s a search app that eliminates your need to search.

21. New York| March 25–28, 2013 | #SESNY Niche and Social Mobile Search Apps

22. New York| March 25–28, 2013 | #SESNY Facebook Facebook is the most popular mobile app in the US, used acFvely by 76% of smartphone owners1—it’s arguably as important as Google. The stats •  192M Android, 147M iPhone, 48M iPad2 •  Facebook's mobile monthly acJve users grew 57 percent from early 2012 to 680 million in 20133 •  Over 50% of Facebook’s total traﬃc is now mobile4 GeUng found •  Having a well opFmized Facebook presence is essenFal given this app’s importance but it’s also a boost to your visibility in other important mobile applicaFons. •  Facebook is a results-‐feeder for many search engines— high visibility, carefully curated content and posi;ve endorsements will beneﬁt visibility in big engine apps. | 1 comScore, Inc. “2013 Mobile Future in Focus” 02.2013 | 2 TechCrunch 01.2013 | 3 Facebook 01.2013 | 4 Facebook 03.2012 |

23. New York| March 25–28, 2013 | #SESNY Yelp Yelp’s importance lies in the fact that so many other search apps rely on it to calculate relevance. The stats •  Yelp's mobile applicaFon was used on 9.2 million unique mobile devices on a monthly average basis during Q4 2012.2. •  Approximately 40% of all searches on Yelp came from their mobile app.3 GeUng found •  Yelp licenses content from 3rd party data providers but much of it comes from users and business owners. •  Much like Google+Local, locally oriented content such as store hours, photos, and service oﬀerings are key. •  RaFngs and reviews also ﬁgure heavily in rank •  Yelp is a key feeder of results for many big engine search apps. | 1-3 Yelp 01.2013 |

24. New York| March 25–28, 2013 | #SESNY Foursquare Of all social networks, only Foursquare is primarily mobile and app-‐based. For brick and-‐mortar brands, it grows in importance as a search channel The stats •  25 million users, 1 million businesses, 10.4 million monthly users (various sources). GeUng found •  Foursquare content is diﬃcult for bots to crawl—SEO relies on submi_ed XML sitemaps to enable search engine visibility. •  True visibility within the app is conFngent on proximity, raFngs and reviews. •  For all its popularity with the digera;, Foursquare has been slow to gain trac;on with the general populace.

25. New York| March 25–28, 2013 | #SESNY Appsﬁre…and other app discovery apps A signiﬁcant amount of mobile app discovery happens within mobile apps. Many crawl app stores to collect new lisFngs but most also allow for submission as well. Rank is generally calculated on a combinaFon of newness, user raFngs, and page views. Hot App Appolicious AppGrooves Best Apps App for Execs Finder Market Appsmart Share Apps Best App AppStart App Advice Finder Appshopper 148 Apps AppShaker Fluke Moms with Apps

26. New York| March 25–28, 2013 | #SESNY VerFcal Search, Meta Search Music Business DaFng Fun AR QR Shopping Tickets Real Estate Deals Hotels Shopping Real Estate Wikipedia Travel Recipes CreaFve Reviews AutomoFve

27. New York| March 25–28, 2013 | #SESNY Izik A clean, aestheFcally pleasing iPad search applicaFon, Izik presents presents a mixture of text and visual results. Izik sources results from Blekko.

28. New York| March 25–28, 2013 | #SESNY Grokr *An intelligent search applicaFon that uses locaFon, Fme and preferences (both volunteered and implied) over Fme. **iPhone only at present. ***Similar to Google Now in intent and purpose.

29. New York| March 25–28, 2013 | #SESNY "Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile markeFng perfecFon than Mobile Marke;ng: An Hour a Day.” — Greg Stuart, CEO, Mobile MarkeFng AssociaFon and Co-‐ Author of What SFcks "Elkin and Pasqua expertly detail the mobile landscape, tacFcs, and tools available to today's mobile marketer. This is a must-‐read." — Sara Holoubek, CEO, Luminary Labs "This book is ﬁlled with clear, well thought-‐out strategic guidance on all things mobile, with expert perspecFves to help customize the strategy on an individual business (and budget) level.” — Joy Liuzzo, President, Wave Collapse "This is now my go-‐to book for mobile. Not only does it have the brain trust going for it, but it also has the data to back it up.” — Rob Garner, author of Search and Social: The Deﬁni;ve Guide to Real-‐Time Content Marke;ng More informaFon: www.mobileanhouraday.com Buy online: h_p://amzn.to/Tx5jVg

30. New York| March 25–28, 2013 | #SESNY Thank you! •  @rachelpasqua •  rp@rachelpasqua.com •  www.facebook.com/rachelpasqua •  www.linkedin.com/in/rachelpasqua

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