Voice, PWAs & the Cross-

Device Convergence of

Search:Cindy Krum, CEO of MobileMoxie

Friends of Search@SUZZICKS

The Truth About

Mobile-First IndexingBy: Cindy Krum

MozCon 2017July 19, 10:05–10:50am

Mobile SEO Trends to Watch in 2018:

Bit.ly/Mobile-FirstSEO

@SUZZICKS

@SUZZICKS

@SUZZICKS

@SUZZICKS

MOBILE-FIRST

INDEXING

MOBILE-FIRST DESIGN

IS NOT THE SAME AS

MOBILE-FIRST INDEXING

@SUZZICKS

WHO IS ON FIRST?

Mobile

First

@SUZZICKS

WHO IS ON FIRST?

Offline

FirstMobile

First

@SUZZICKS

WHO IS ON FIRST?

Offline

FirstMobile

First AI

First

@SUZZICKS

WHO IS ON FIRST?

Offline

FirstMobile

First AI

First

@SUZZICKS

Voice

First

WHO IS ON FIRST?

Offline

FirstMobile

First AI

First

@SUZZICKS

Voice

First

All Essentially the Same Thing

GOOGLE COLLECTS DATA FROM WEB & APPS

@SUZZICKS

SPECULATION:

MOBILE-FIRST INDEXING IS

CLOUD-FIRST INDEXING!(URLS NOT REQUIRED)

@SUZZICKS

VOICE, AI & MACHINE LEARNING

@SUZZICKS

@SUZZICKS

@SUZZICKS

CHAT BOTS GROWING FASTER THAN APPS

@SUZZICKS

@SUZZICKS

GOOGLE ASSISTANT

OPENTABLE – GOOGLE ACTION

OPENTABLE – GOOGLE ACTION

App – UpdatesBut is not Required

Web - Prevents

Q&A + AI = CHAT BOTS = GOOGLE ACTIONS

@SUZZICKS

Chat Bot/

Google Action

BLURRING

THE APP/WEB

LINES

@SUZZICKS

App Downloads are

Lower than Most

Companies Expect

PROGRESSIVE WEB APP

=

@SUZZICKS

=ESSENTIALLY A BROWSER PLUG-IN

@SUZZICKS

30

SERVICE WORKER CONTROLS

APP SHELL FROM APP MANIFESTSERVICE WORKER

@SUZZICKS

INDEX.DB = JSON LD FILE - A CRAWLABLE API

DatabasesApp

Association Files

@SUZZICKS

ServiceWorker

GOOGLE IS MAKING LOTS OF PWAS

@SUZZICKS

GOOGLE IS MAKING LOTS OF PWAS

• Weather

• Contacts

• Traffic

• Dining

• Sports

• Translate

• Driving

• Contribute

@SUZZICKS

@SUZZICKS

CROSS-DEVICE

CONVERGENCE

@SUZZICKS@SUZZICKS

WHERE IS GOOGLE’S FOCUS?

@SUZZICKS

WHERE IS GOOGLE’S FOCUS?

@SUZZICKS

One Index

Multiple

Algorithms

CONNECTED HOME & WEARABLES

@SUZZICKS

Google Smart Displays

Phone Screen Car Display Built-In

SO BASICALLY….THIS

@SUZZICKS

Your

App

Their

Index

SO BASICALLY….THIS

@SUZZICKS

Their

Index

Your

Website

SO BASICALLY….THIS

@SUZZICKS

Their

Index

Your

Database

@SUZZICKS

CROSS-DEVICE SERPS

@SUZZICKS

CROSS-DEVICE SERPS

APP PLUGINS FROM SERPS

APP PLUGINS

Google Home

APP PLUGINS

Google Home Android Auto

APP PLUGINS

Google Home Android Auto Android Wear

APP PLUGINS – SKIP APP STORES

Google Home Android Auto Android Wear

INCREASED

RELIANCE ON

STRUCTURED

DATA

@SUZZICKS@SUZZICKS

WHAT HAS CHANGED?

90% of the

World’s Data

Was Created

in the Past 2

Years-?!#?!

@SUZZICKS

THE MOST EFFICIENT WAYS GOOGLE CAN ACCESS YOUR CONTENT:

@SUZZICKS

JSON SCHEMA CAN BE ASSOCIATED WITH:

DatasetsApp

Association Files

PWA

Service Workers

Head of

HTML

@SUZZICKS

GOOGLE ALLOWS YOU TO MARK-UP YOUR DB

Dataset Instructions for Schema:

https://developers.google.com/search/docs/data-

types/datasets

http://bit.ly/dataset-markup

@SUZZICKS

PRODUCT ENTITY UNDERSTANDING

@SUZZICKS

Unified source

of compiled

reviews

Multiple stores

where you can

purchase the

item

Sharable

Dynamic Link

to the entity in

Google

IMAGES SERPS NOW PULL IN PRODUCT SCHEMA

Image

Search

Filters

…All

from

Schem

a &

Markup

IMAGES SERPS NOW PULL IN PRODUCT SCHEMA

@SUZZICKS

Cindy Krum

Presentation at:

Bit.ly://FriendsofSearch

Cindy Krum

Presentation at:

Bit.ly://FriendsofSearch

GraceFaith

Barkley