mobile jedi mind tricks: master the multi-screen universe

Emily Grossman | MobileMoxie@goutaste #SearchLove

Mobile Jedi Mind Tricks:Master The Multi-Screen

Universe

A Crash Course in Mobile SEO

for 2016


THOSE WERE THE DROIDS WE WERE LOOKING FOR

Emily Grossman | MobileMoxie

Myth #1:You Don’t Need Mobile SEO To Be

Successful Online

@goutaste #SearchLove


FACT:Mobile Searches Make Up Over Half of Google Queries

@goutaste

"For the first time, we’re getting more searches on mobile devices than on desktop” – Amit Singhal


Myth #2:People Don’t Buy On Mobile



FACT:30% of all online shopping purchases now happen on mobile phones

@goutaste


Myth #3:People Only Use Mobile When They’re

Not Home


Emily Grossman | MobileMoxie@goutaste


A NEW MOBILE-FRIENDLY HOPE

@goutaste

EPISODE X:A New

[Mobile-Friendly] Hope


Mobile Friendliness

@goutaste

Jedi Tip #1: You have only begun to discover your power.

#SearchLove


May 2016 Update Increases Effect of Mobile Friendly Ranking Signal



Testing for “Mobile-Friendly”ness



bit.ly/mobilefriendlytest



Mobile-Friendliness is Binary



Blocked CSS & JavaScript = No Mobile Friendly Tag


App Interstitial = No Mobile Friendly Tag


App Install Interstitials VS. App Install Banners

Mobile Friendly!NOT Mobile Friendly!



Jedi Tip #2:Many of the truths that we cling to depend on our point of view


Fetch & Render for UI/ UX



You probably

can’t read this Text.

It says this page has

no Viewport specified.



Broken ViewPorts

@goutaste

Be careful with CSS & Google Forms!

(Reset Form width to 100%)

<iframe src="YOURFORMHERE" width="100%" height="800" frameborder="0" marginheight="0" marginwidth="0">Loading...</iframe>


Jedi Tip #3: “Traveling through hyperspace ain't like dusting crops, boy!”

#SearchLove


Improving Page Speed with ImagesSprites File Size Responsive

Images.orgImage Server

Quality: 85%Width: 300px

Quality: 70%Width: 150px

Quality: 326 PPIWidth: 200px



“Punch it, Chewie”

#SearchLove


AMP: Accelerated Mobile Pages Project

• Framework for speed

@goutaste



• Framework for speed• Built for static content

@goutaste



• Framework for speed• Built for static content• At the moment, primarily used by

major publishers like:

@goutaste


Start With Your Blog

@goutaste

Easy to implement on Wordpress

Lowest “Domain Authority” in the carousel was 67/100

@yoastbit.ly/AMP-wordpress-yoast

bit.ly/AMP-wordpress-SEL

@fighto


THE APPS STRIKE BACK

@goutaste

EPISODE XI:Apps Strike Back


I feel a great disturbance in the rankings…

#SearchLove


How Rankings in 2015 Changed

https://moz.com/blog/brands-that-won-and-lost-google-2015



Increased Visibility for Both App Stores

@goutaste

Desktop

#SearchLove


App Single Apps Universal App Pack

Google Ranking Whole Apps



App Pack Optimization

App Title



Rankings Differ Between

Android & iOS

App Pack on Android But Not iOS!



Know Your Competitors Per

Device, OS & Location

Test on Multiple Devices Or Use A Local-Mobile Search Simulator


bit.ly/mobile-search-simulator


Google Ranking App Screens (Deep Links)

#SearchLove


How Rankings in 2015 Changed

These Guys Have Apps

https://moz.com/blog/brands-that-won-and-lost-google-2015



Android iOS1: Create Web Parity with Your App

2: Set up HTTP Deep Links in Your App Manifest,Exclude Deep Links with noindex.XML

Set up Universal Links in App & Server,Exclude by Not Supporting for All Deep Links

3: Optimize Deep Links in the App with API Markup Optimize Web Markup* Add Cocoa Pods & App Indexing SDK Pod to App

4: Submit Deep Links for Pre-Launch Crawling in Google Search Console & Fix Errors

Say a meaningful prayer to the god of your choice and/or grab a doughnut

5: Go Live & Verify Proper Indexing & Behavior from SERPS

*Doh! Google can’t actually extract Title &Description info from iOS apps, so all keyword relevance comes from meta data on corresponding web pages.

@goutaste

Google App Indexingbit.ly/g-app-indexing

#SearchLove










@goutaste


#SearchLove


Google App Indexing Easier To Implement On Android

@goutaste

Android HTTP deep links can be set up in the app

iOS HTTP deep links require server-side set-up and TLS/ SSL support

{ "applinks": { "apps": [], "details": { »ABC0123.com.domain.App": { "paths":[

”/folder/subfolder/”,”/folder2/subfolder2/*”,

] } } }}

Intent filtersApple-App-Site-Association File

#SearchLove










@goutaste


#SearchLove

...public class MainActivity extends Activity { private GoogleApiClient mClient; private Uri mUrl; private String mTitle; private String mDescription;

@Override protected void onCreate(Bundle savedInstanceState) { mClient = new GoogleApiClient.Builder(this).addApi(AppIndex.API).build(); mUrl = "http://examplepetstore.com/dogs/standard-poodle"; mTitle = "Standard Poodle"; mDescription = "The Standard Poodle stands at least 18 inches at the withers"; }...

Full code sample here: bit.ly/appindexingAPIcode

Android App Indexing API

@goutaste Emily Grossman | MobileMoxie #SearchLove


...@Override public void onStart() { super.onStart(); mClient.connect(); AppIndex.AppIndexApi.start(mClient, getAction()); }

@Override public void onStop() { AppIndex.AppIndexApi.end(mClient, getAction()); mClient.disconnect(); super.onStop(); }...



“Can Haz Engagement Data?”-Google

@goutaste


...@Override public void onStart() { super.onStart(); mClient.connect(); AppIndex.AppIndexApi.start(mClient, getAction()); }

@Override public void onStop() { AppIndex.AppIndexApi.end(mClient, getAction()); mClient.disconnect(); super.onStop(); }...



“Can Haz Engagement Data?”-Google

+ ExtraRankings

Boost

@goutaste










@goutaste


#SearchLove


bit.ly/g-app-indexing


NOT what we were looking for…


Deep Link Ranking Factors in GooglePositive Ranking Factors

• Installation Status• Good Technical

Implementation• Website SEO Signals• App Indexing API (Android)• Positive Engagement

Negative Ranking Factors

• Installation Status (Esp for iOS)• Technical Errors• Website SEO Signals• Content Mis-Match• Interstitials on Web• Negative Engagement (Soon?)

@goutaste

App Streaming


Read More About App Streaming & Connection Speed

http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719

@Suzzicks

More thoughts on App Streaming and connection speed:bit.ly/mobileconnectionspeed

EPISODE XII: Emerging Search Platforms Awaken


Jedi Tip #4: “The Dark Side of the Force is the pathway to many abilities some consider to be… Unnatural.”

#SearchLove


An Open Google Now API?



How Would it Rank Competitors?



Apps Should Focus on Good Engagement To Win At Google Now



AAAHHHRRRRG



AAAHHHRRRRG

@goutaste

(Voice Search)

#SearchLove


Voice Search



App Actions

@goutaste

Mark up app deep links so users can send commands to your app

Triggered via Google App (text or voice)

Use SYSTEM actions EX call, send, watch, play…

Or CUSTOM voice actions (BETA) EX scan my receipt on Walmart

#SearchLove


“How do people call my business?”

“What can people DO with my brand?”

“How would they command my business to do something?”

There is no try…

#SearchLove


Google Now On Tap

@goutaste

Optimized!

#SearchLove


Jedi Tip #5:“Your focus determines your reality.”


Google is Amassing a Personal Index

Photos from Google Photos

Contacts in Google Contacts

Search History from Chrome



Specific Emails from Gmail (Scraping Text)

Aggregated Data From Google Apps



Combining Personal Data With Public Feeds For A Richer

Interface



Use Machine Learning

Image Recognition



Jedi Tip #6: “Let the wookie win”


iOS 9 Local Searches

@goutaste

https://mapsconnect.apple.com

#SearchLove


Spy on Apple Maps

Attribution To Learn What to

Optimize

@goutaste

gspa21.ls.apple.com/html/attribution.html

#SearchLove


Spotlight Search Email Optimization

Put most important keywords in the subject line

#SearchLove




Earlier in the subject line is better

#SearchLove




Earlier in the subject line is better

Apple prefers recent emails to older emails

Remember: Mobile devices can only pull what is stored on the device (less than on a computer)

#SearchLove


Deep Links Indexed for

Spotlight Searches

=iOS Re-

Engagement

#SearchLove


Indexing Mobile App Content in Apple Search

@goutaste

CoreSpotlight NSUserActivity Web Markup

#SearchLove


Twitter Cards AppLinks Smart App Banners

Web Markup

#SearchLove


Web Markup – Visual PresentationSCHEMA & OG TAGS

More info here: https://developer.apple.com/library/ios/documentation/General/Conceptual/AppSearch/WebContent.html

#SearchLove

Emily Grossman@goutaste

www.mobilemoxie.com2 Months Free Code:

SEARCHISLOVEfacebook.com/mobilemoxie@mobilemoxie

Thank You!


All Star Wars images are property of Disney unless otherwise noted.
