Having seen the changes from Google and observed the changes in our own behaviour, you may now be trying to figure out what to do differently to prepare for the future. Will has you covered, from making the most of new ranking factors and understanding what place apps and deep linking have in your plans, to creating content for mobile. This session will focus on the real-world changes you should be making right now to your web presence and campaigns.
11. Never mind that...
It’s personal,
signed-in, and
taken
everywhere
It interacts
with the
world
(beacons,
pay, NFC)
12. Never mind that...
It’s personal,
signed-in, and
taken
everywhere
It interacts
with the
world
(beacons,
pay, NFC)
It hasnaturalmulti-touch
13. Never mind that...
It’s personal,
signed-in, and
taken
everywhere
It interacts
with the
world
(beacons,
pay, NFC)
It has
notifications
It hasnaturalmulti-touch
14. -- mobile first
by Ben Evans
it's actually the PC that has the
limited, basic, cut-down version
of the internet … it only has the
web
16. It knows
where it
is
How can these things help you?
It knows who
your friends are
It’s personal,
signed-in, and
taken
everywhere
It interacts
with the
world
(beacons,
pay, NFC)
It has
notifications
It hasnaturalmulti-touch
It knows
if you are
walking,
running,
etc
It can take
photos
17. I talked about mobile content marketing last year (link)
19. this article is 250 words
-- Amit Singhal
at Re/code’s Code/Mobile conference talking about this article
20. that's under 2kb
-- Amit Singhal
at Re/code’s Code/Mobile conference talking about this article
21. -- Amit Singhal
at Re/code’s Code/Mobile conference talking about this article
you know how many bytes
someone had to download from
recode's server to render this
article?
22. -- Amit Singhal
at Re/code’s Code/Mobile conference talking about this article
2.5 megabytes
36. What is an AMP page?
AMP HTML is a subset of HTML with only specific
JavaScript “components” available, and using a standard
JS toolkit.
Start here: Guide to creating an AMP page
38. Cached on gstatic URL
Designed to be cached aggressively
Initially render only the
viewable area
39. Cached on gstatic URL
Designed to be cached aggressively
Initially render only the
viewable area
amp-img replaces img
Loaded by JS
40. Cached on gstatic URL
Designed to be cached aggressively
Initially render only the
viewable area
amp-img replaces img
Loaded by JS
Behind scenes, 100kb .js
file saved locally
41. Debug on the desktop by using
inspect element and opening the
mobile emulator
42. Canonical and amphtml links connect them
http://www.theguardian.com/technology/2015/oct/07/microsoft-surface-book-laptop-tablet-apple-macbook-pro
Desktop
web
61. ASO is the least interesting
App searches
are like
searches for
websites not
web pages
62. ASO is the least interesting
App searches
are like
searches for
websites not
web pages
It’s more like
Yahoo
directory than
Google - brand
names and
categories
63. ASO is the least interesting
You can’t
dominate
unless you are
very successful
and if you are
extremely
successful, the
upside’s small
App searches
are like
searches for
websites not
web pages
It’s more like
Yahoo
directory than
Google - brand
names and
categories
74. Make sure your app can
open links
As of iOS9, the recommended approach is http links on both platforms
1
75. Register your app
iOS9 uses CocoaPods to add GoogleAppIndexing support
Android only needs to be associated via Search Console
(if http URLs map to web URLs)
2
85. // Define a title for your current page, shown in autocompletion UI
String title = "App Indexing API Title";
// Construct the Action performed by the user
Action viewAction = Action.newAction(Action.TYPE_VIEW, title, WEB_URL, APP_URI);
// Call the App Indexing API start method after the view has completely rendered
AppIndex.AppIndexApi.start(mClient, viewAction);
The API has changed since last year
Source: Google
87. This extends into voice actions and much more
(Did you know you can hear all your voice searches at history.google.com?)
OK, Google
88. Now on Tap cuts both ways
Driving people into and out of your apps
Source: Google
Yelp and OpenTable are here
because they have indexed
deep links to this entity
97. when users engage with your
app’s public activities in search
results, it indicates to Apple that
public information on your
website is popular
Apple developer docs
98. which can help increase your
ranking and potentially lead to
expanded indexing of your
website’s content
Apple developer docs
99. I think this mainly shows
that Apple hasn’t met any
blackhats yet
100. Watch out for these pitfalls
Ensure users can get
straight to app
content without
registering (first click
free)
101. Watch out for these pitfalls
Ensure users can get
straight to app
content without
registering (first click
free)
Enable the new iOS9
back button to allow
users to go back to
the SERP
102. Watch out for these pitfalls
Ensure all
appropriate app
view URLs are
allowed in robots.txt
Ensure users can get
straight to app
content without
registering (first click
free)
Enable the new iOS9
back button to allow
users to go back to
the SERP
104. Must-have
Avoid pitfalls
Recommended
● Support deep-linking
● Use web URLs for app views where possible
● Register the app in your Search Console
● Allow appropriate URLs in robots.txt
● Ensure first click free in the app
● Add markup to pages or sitemaps
● Use app indexing API to:
○ Index personal user content
○ Add meta information to app views
○ Enable activities such as voice actions
○ Expose popularity of app views to Google
Checklist for Android app indexing
105. Watch this space
Avoid pitfalls
Must-have
● Support Universal Links
○ Add your domain(s) to associated-domains in app
○ Add URLs handled by the app to apple-app-site-association on domain
● Use web URLs for app views where possible
● Add GoogleAppIndexing registration to your app
● Ensure first click free in the app
● Enable the back button
● Watch out for Google announcing an iOS app indexing API
○ Enables indexing of personal content
○ Allows usage information to be sent to Google
○ Adds meta information
Checklist for iOS app indexing (Google)
106. Must-have
Recommended
● Support Universal Links
○ Add your domain(s) to associated-domains in app
○ Add URLs handled by the app to apple-app-site-association on domain
● Use web URLs for app views where possible
● Add markup to web pages and / or use NSUserActivity API
● Use CoreSpotlight API to index personal user content
● Use NSUserActivity to:
○ Add meta information to app views
○ Expose the popularity of app views to Apple
■ Designate public or private as appropriate
● Add Smart App Banners to your website
● Avoid interstitials in the app
Checklist for iOS app indexing (Apple)
107. How to perform app audits
We have a blog post coming. In the meantime, figure it out from this post
121. Optimize for what would happen if
you did rank
Do I click?
Do I like what
I see?
Do I get what
I want?
122. It’s possible Google is testing your site
directly by dropping it into SERPs
#1
#2
#3
#4
#5
#1
#2
Your site
#4
#5
A B
Which SERP makes users happier?
123. But even if it’s not that
direct, these are the user
signals that Google is
optimizing for
144. Correlation doesn’t imply causation?
Further reading for those interested:
● Predicting the present with Bayesian
structural time series [PDF]
● Inferring causal impact using
Bayesian structural time series [PDF]
● CausalImpact R package
● Finding the ROI of title tag changes
158. 1. Desktop is the poor relation to mobile
2. Understand app search
3. Optimize for what would happen if you ranked
4. Test to figure out what Google wants from your site
Round-up
164. Supreme court
Europe by night
Monitor
Phone in hand
Tim Henman
Nadal
Raised hands
Metadata
Hotel California
Pull ups
Axl Rose
Head in sand
Computer in warehouse
Tom Anthony - foliovision
App store
App indexing
Image attributions