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
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:
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.
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)
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
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 -
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
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
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.
