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Similaire à How Apple's Changing Up Search: From Siri to Safari to Spotlight - SMX East 2015
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How Apple's Changing Up Search: From Siri to Safari to Spotlight - SMX East 2015
- 1. #SMX #14A2 @goutaste Emily Grossman, MobileMoxie HOW APPLE’S CHANGING UP SEARCH: FROM SIRI TO SAFARI TO SPOTLIGHT
- 2. #SMX #14A2 @goutaste MOST PEOPLE ARE HERE TODAY TO TALK ABOUT:
- 3. #SMX #14A2 @goutaste MAYBE THESE GUYS, TOO:
- 5. #SMX #14A2 @goutaste WHY APPLE? iPhone sales by fiscal quarter (in millions)
- 6. #SMX #14A2 @goutaste AND GROWING: Hardware (Units Sold)
- 7. #SMX #14A2 @goutaste HARDWARE HAS NEVER BEEN APPLE’S ONLY MARKET… OR EVEN ITS PRIMARY MARKET “Apple is not a hardware company… there are other things we can do to have revenues and profits flow.” –Tim Cook, 2013
- 8. #SMX #14A2 @goutaste APPLE’S REAL PRODUCTS ARE BUNDLED WITH THE DEVICES
- 9. #SMX #14A2 @goutaste Apple has owned these markets: Which could be threatened by these markets:
- 10. #SMX #14A2 @goutaste Apple has owned these markets: Which could be threatened by these markets:
- 11. #SMX #14A2 @goutaste ENTER SPOTLIGHT, SAFARI, & SIRI SPOTLIGHT SAFARISIRI
- 14. #SMX #14A2 @goutaste MAC USERS ARE GROWING AND LOYAL Microsoft Windows 10 Event
- 15. #SMX #14A2 @goutaste AND EVEN MORE MARKET SHARE IN MOBILE Worldwide Mobile Browser Market Share 2/2014 http://bit.ly/mobile-browser-share-2014
- 16. #SMX #14A2 @goutaste Cut in Line Apple is using Siri, Safari, and Spotlight to:
- 17. #SMX #14A2 @goutaste Cut in Line Cut out Google Apple is using Siri, Safari, and Spotlight to:
- 18. #SMX #14A2 @goutaste Cut in Line Cut out the Web Cut out Google Apple is using Siri, Safari, and Spotlight to:
- 19. #SMX #14A2 @goutaste Cut in Line Cut out the Web Cut out Google Predicting search queries and placing Apple’s own suggested results ahead of search Apple is using Siri, Safari, and Spotlight to:
- 20. #SMX #14A2 @goutaste Cut in Line Cut out the Web Cut out Google Predicting search queries and placing Apple’s own suggested results ahead of search Apple is using Siri, Safari, and Spotlight to: Defaulting to Bing and direct sources over Google
- 21. #SMX #14A2 @goutaste Cut in Line Cut out the Web Cut out Google Predicting search queries and placing Apple’s own suggested results ahead of search Defaulting to Bing and direct sources over Google Suggesting maps locations, emails, phone contacts, and ESPECIALLY apps Apple is using Siri, Safari, and Spotlight to:
- 22. #SMX #14A2 @goutaste RIDE THE APPLE BYPASS INTO TRAFFIC (OR ENGAGEMENT) LAND! Your website or app
- 23. #SMX #14A2 @goutaste in addition to NOT instead of Google SEO
- 24. #SMX #14A2 @goutaste in addition to NOT instead of Google SEO
- 25. #SMX #14A2 @goutaste CUTTING IN LINE Predicting search queries and placing Apple’s own suggested results ahead of search
- 26. #SMX #14A2 @goutaste Apple is predicting search queries and suggesting results before the user even executes the search Safari Spotlight
- 27. #SMX #14A2 @goutaste Suggested Websites Apple’s suggestions get first position, with favicons Google search second
- 28. #SMX #14A2 @goutaste Suggested Wikipedia Entries and News Results
- 29. #SMX #14A2 @goutaste Multi-Cut (3 Results in Safari Before Google!)
- 30. #SMX #14A2 @goutaste CUTTING OUT GOOGLE Defaulting to Bing, and Direct Sources over Google
- 32. #SMX #14A2 @goutaste Safari still defaults to Google, but provides alternative options
- 33. #SMX #14A2 @goutaste Safari still defaults to Google, but provides alternative options DuckDuckGo optimization: http://selnd.com/1CKGtJ2
- 34. #SMX #14A2 @goutaste CUTTING OUT THE WEB Suggesting maps locations, emails, phone contacts, and apps
- 35. #SMX #14A2 @goutaste Siri Suggests Contacts, Apps & Apple Maps First (iOS 9)
- 36. #SMX #14A2 @goutaste Suggested Location -- Rich Results from Apple Maps not Google Maps
- 37. #SMX #14A2 @goutaste Suggested Location -- Directions from Apple Maps
- 38. #SMX #14A2 @goutaste Suggested Location -- Aggregator Screens Eliminate Need for Web Search
- 39. #SMX #14A2 @goutaste Win with Local https://mapsconnect.apple.com
- 40. #SMX #14A2 @goutaste Win with Local • Food: Restaurants, groceries, fast food, cafes, bakeries, and deserts. • Shopping: Shopping centers, apparel, department (stores), home and office, convenience, and sporting goods. • Drinks: Coffee shops, tea and juice, stores, bars, breweries, and wine bars. • Travel: Airports, travel stations, transit stations, hotels, banks and ATMs, museums, and landmarks. • Services: Beauty, laundry, banks and ATMs, pet services, and post. • Fun: Nightlife, music and drama, parks and recreation, movies, fun and games, and sports. • Health: Fitness, swimming, doctors, dentists, drug stores, and hospitals. • Transport: Transit stations, bus stops, parking, auto services, ca rental, and gas stations.
- 41. #SMX #14A2 @goutaste Win with Local http://gspe21.ls.apple.com/html/attribution-7.html
- 43. #SMX #14A2 @goutaste Spotlight Searches All Info in V-Card
- 44. #SMX #14A2 @goutaste Get users to DL your keyword-rich .vcf file & cut the line on their phones! Out-ranks websites and apps!
- 45. #SMX #14A2 @goutaste Integrate with Apple Maps!
- 47. #SMX #14A2 @goutaste Email Optimization - Put most important keywords in the subject line - Earlier in the subject line is better - Apple prefers recent emails to older emails - Mobile devices can only pull what is stored on the device (less than on a computer)
- 48. #SMX #14A2 @goutaste YouTube Videos Dominating Apple Search Can out-rank messages, Bing, and even websites!
- 49. #SMX #14A2 @goutaste YouTube Optimization - Use keyword in video title (earlier is better to avoid truncation) - More views is better - Apple prefers recent videos to older videos - Pick dynamic image to encourage CTR and engagement
- 50. #SMX #14A2 @goutaste Suggested iTunes Content -- Publishers & Content Marketers Take Note!
- 51. #SMX #14A2 @goutaste “Apple’s App Store commission is now at a run-rate of $9 billion, more than its total revenue in the year the iPod launched.” - Benedict Evans, @BenedictEvans -
- 52. #SMX #14A2 @goutaste Suggested Apps (App Store Results)
- 54. #SMX #14A2 @goutaste Deep App Screen Results Apple Search App Indexing NEW in iOS 9
- 55. #SMX #14A2 @goutaste Deep App Screen Results App-Only Content Can Rank
- 56. #SMX #14A2 @goutaste Deep App Screen Results Snuck Into Apple Maps Listings! (Yelp Deep Links)
- 57. #SMX #14A2 @goutaste Deep App Screen Results Snuck Into Video Results! (YouTube Deep Links) YouTube App!
- 58. #SMX #14A2 @goutaste Deep App Screen Results -- Stacked!
- 59. #SMX #14A2 @goutaste Indexed app screens can be public OR private/ user-specific.
- 60. #SMX #14A2 @goutaste DEVICE INDEX (PRIVATE) CLOUD INDEX (PUBLIC) Apple Search Sources from Two Indexes
- 61. #SMX #14A2 @goutaste APPLE SEARCH APP INDEXING CoreSpotlight NSUserActivity Web Markup
- 62. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web
- 63. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content
- 64. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content Add code to APP Add code to APP Add code to WEB
- 65. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content Add code to APP Add code to APP Add code to WEB Private Device Index Private Device Index and/ or Public Cloud Index Public Cloud Index
- 66. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web Markup Used for… Indexing app screens that contain private/ personal data Used for… Indexing private and public navigation points in the app Used for… Indexing public app screens that mirror content on the web Does NOT require corresponding web content Does NOT require corresponding web content DOES require corresponding web content Add code to APP Add code to APP Add code to WEB Private Device Index Private Device Index and/ or Public Cloud Index Public Cloud Index
- 67. #SMX #14A2 @goutaste CoreSpotlight NSUserActivity Web MarkupNSUserActivity with var eligibleForSearch with var eligibleForPublicIndexing Private/ Device Index Public/ Cloud Index PRIVATE APP SCREEN PUBLIC APP SCREEN
- 68. #SMX #14A2 @goutaste High-Engagement App Screens Suggested in ‘Siri Suggest’ on iOS 9 Spotlight (NSUserActivity)
- 69. #SMX #14A2 @goutaste Web Markup Twitter Cards AppLinks Smart App Banners
- 70. #SMX #14A2 @goutaste Web Markup Twitter Cards AppLinks Smart App Banners
- 71. #SMX #14A2 @goutaste Web Markup Twitter Cards AppLinks Smart App Banners
- 72. #SMX #14A2 @goutaste Web Markup – Meta Data (Open Graph & Schema)
- 73. #SMX #14A2 @goutaste Web Markup
- 76. #SMX #14A2 @goutaste Positive Ranking Factors: App Installation Status Personalized App Engagement App Result Click-Through Rate Keywords/ Title Aggregated Engagement Structured Data on Web Canonical App IDs Strength/Popularity of Web URL Known Ranking Factors Negative Ranking Factors: Low Engagement Over-Indexing Returns Keywords Spamming Interstitials JavaScript blocking Applebot (web only)
- 77. #SMX #14A2 @goutaste “The future of television is apps” –Tim Cook
- 78. #SMX #14A2 @goutaste Apple TV Search with Siri for tvOS
- 79. #SMX #14A2 @goutaste Contact @goutaste @mobilemoxie facebook.com/mobilemoxie www.mobilemoxie.com
- 80. #SMX #14A2 @goutaste THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016
Notes de l'éditeur
- Although this is a template, all of the slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. This template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at minimum on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). You can find your session specific hashtag next to its title on the online agenda: http://searchmarketingexpo.Com/advanced/agenda/ (click through to your session to see the hashtag). This template is high-resolution 16:9. Do not change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses arial & arial black as default fonts. Verdana is a secondary font that may appear. Note that older versions of PowerPoint do not have this as an option; change to arial or other standard sans-serif-font. When inserting text, please use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for that medium.
- DELETE THIS SLIDE IF YOU DO NOT USE.
- DELETE THIS SLIDE IF YOU DO NOT USE.
- DELETE THIS SLIDE IF YOU DO NOT USE.
- Google allows people to find music and content outside of Apple’s marketplaces, so to protect its marketplaces, it makes sense for Apple to start investing in programs that mimic Google’s core functionality but direct people to Apple’s content
- http://photos2.appleinsidercdn.com/gallery/13163-7631-1ec11c935c9365c3a969dd1e8033bd226546cb37_large_2x-l.jpg
- Eliminating lots of navigational Google searches!
- Web results are not curated by Google and they go last.
- Cuts out navigational search queries
- Cuts out navigational search queries
- Cuts out navigational search queries
- https://mapsconnect.apple.com
- https://mapsconnect.apple.com
- Apple Search does NOT require corresponding web pages to drive app indexing.
- Apps can have both kinds of screens. EX. an Airbnb listing may be a public screen, while a message between a host and a guest would be a private screen. In Apple search, both of these results can surface from the same query.
- https://search.developer.apple.com/appsearch-validation-tool/ http://bit.ly/applesearchvalidator
- PROMO CODE: AppleSearch
- DELETE THIS SLIDE IF YOU DO NOT USE.