Emily Grossman's deck from SMX West 2015 on optimizing content for Apple Search in iOS 9. **An updated version from SMX East 2015 has also been posted. Please refer to this for most recent changes.

1. HOW APPLE’S
CHANGING UP
SEARCH: FROM
SIRI TO SAFARI
TO SPOTLIGHT Emily Grossman
Mobile Marketing Specialist,
MobileMoxie
@MobileMoxie

2. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
Most people are here today to talk about this:

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@MobileMoxie
#SMX #13A
Or maybe this, too:

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@MobileMoxie
#SMX #13A
But I’m going to talk about Apple:

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#SMX #13A
Why Apple?
iPhone sales by fiscal quarter (in millions)

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#SMX #13A
And Growing…

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#SMX #13A
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. Apple’s real products are bundled with the devices

9. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
Apple owns these markets:
Which could be threatened by these
markets:

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@MobileMoxie
#SMX #13A
Apple owns these markets:
Which could be threatened by these
markets:

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#SMX #13A
Enter Spotlight, Safari
Spotlight
– Searches on-device
content and web
- iOS 8 and Yosemite
Safari
– Searches web content
- Default browser on Apple Devices

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@MobileMoxie
#SMX #13A
And their sidekick, Siri!
on-device and web search (similar to Spotlight)

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#SMX #13A
Mac Users Are Growing (And Loyal)
Microsoft Windows 10 Event

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#SMX #13A
And even MORE market share in mobile browsing
Worldwide Mobile Browser
Market Share 2/2014
http://bit.ly/mobile-browser-share-2014

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@MobileMoxie
#SMX #13A
Apple is using Siri, Safari, and Spotlight to:
Cut in Line

16. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
Cut in Line
Cut out
Google
Apple is using Siri, Safari, and Spotlight to:

17. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
Cut in Line
Cut out the
Web
Cut out
Google
Apple is using Siri, Safari, and Spotlight to:

18. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
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:

19. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
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
search over Google
search for
suggested search
queries (Spotlight,
Siri)
Apple is using Siri, Safari, and Spotlight to:

20. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
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
search over Google
search for
suggested search
queries (Spotlight,
Siri)
Suggesting apps,
maps locations,
emails, and phone
contacts
Apple is using Siri, Safari, and Spotlight to:

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@MobileMoxie
#SMX #13A
Ride the Apple bypass into traffic-land!

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#SMX #13A
in addition to NOT instead of Google
Emily said we don’t have to
care about Google anymore!
Oh sweet delicious taste of
freedom!
#brb deleting Google
Analytics…

23. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
in addition to NOT instead of Google
Emily said we don’t have to
care about Google anymore!
Oh sweet delicious taste of
freedom!
#brb deleting Google
Analytics…

24. CUTTING IN LINE
Predicting search queries and placing Apple’s own
suggested results ahead of search

25. searchmarketingexpo.com
@MobileMoxie
#SMX #13A
Apple is predicting search queries and suggesting
results before the search
Safari Spotlight

26. Suggested
Websites
Apple’s
suggestions get
first position,
with favicons
Google
search
second

27. Suggested
Wikipedia
Entries and
News
Results

28. CUTTING OUT GOOGLE
Defaulting to Bing search over Google search for
suggested search queries (in Spotlight and Siri)

29. Siri and
Spotlight
Use Bing
Twitter provided as an
alterative search
source before Google!

30. Safari still
defaults to
Google,
but
provides
alternativ
e options

31. Safari still
defaults to
Google,
but
provides
alternativ
e options
DuckDuckGo optimization:
http://selnd.com/1CKGtJ2

32. Search
Wikipedia
or Source
Twitter

33. CUTTING OUT THE WEB
Suggesting apps, maps locations, emails, and phone contacts

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@MobileMoxie
#SMX #13A

35. Suggested
Specific
Location
--
Rich
Results
from Apple
Maps not
Google
Maps

36. Suggested
Location
Grouping
--
Rich Results
from Apple
Maps - not
Google Maps

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@MobileMoxie
#SMX #13A
Win with Local
Put Your Business On Apple Maps:
Yelp
Localeze
TomTom (Tele Atlas)
InfoUSA
Acxiom

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@MobileMoxie
#SMX #13A
Win with Local
Put Your Business On Apple Maps:
Yelp
Localeze
TomTom (Tele Atlas)
InfoUSA
Acxiom
Make sure all
your basic
information is
exactly the
same

39. Suggested
Contacts
(Spotlight
Only)

40. Spotlight
Searches
All Info in
V-Card

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@MobileMoxie
#SMX #13A
Get users to DL your keyword-rich .vcf file & cut the
line on their phones!

42. Suggested
Emails/
Messages
(Spotlight
Only)

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@MobileMoxie
#SMX #13A
Email Optimization in Our Future
- Put most important keywords in the subject
line
- Earlier in the subject line is better
- EX “Ticketless Travel Passenger
Itinerary” does well for “travel”
- Spotlight prefers recent emails to older
emails
- Mobile devices can only pull what is stored
on the device (less than on a computer)

44. Suggested
iTunes
Content
(Movies,
Music) With
Rich Previews
iTunes Movies
iTunes Song

45. Suggested
Apps

46. Spotlight
for iOS
Prefers
Installed
Apps to
Uninstalled
Apps or
Websites
‘Kayak’ not Installed ‘Kayak’ Installed

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@MobileMoxie
#SMX #13A
Spotlight (iOS) will Crawl App Titles – Even on
Installed Apps

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#SMX #13A
“Out-rank” competitor websites: publish a
keyword-targeted app
Both will show and displace the suggested
website. Top result within installed apps is the
result that ranks higher in the App Store.
If your competitor’s app is also installed,
it’s not a problem!

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@MobileMoxie
#SMX #13A
NOTE: Safari Search Doesn’t Crawl Installed
Apps Yet
But Still Uses Predictive Search to Suggest App Store and Web Results Ahead of Google Search
Still a huge
opportunity to
get a keyword-
targeted app in
the store!

50. Stacked
Results in
Spotlight

51. PROBLEMS WITH APPLE’S
SEARCH – BE AWARE
Apple’s search is young and has some early-Google-esque
issues with its suggestions

52. The
Frontier
Problem
-
Exact
Match
Domains
Website predictions
are almost entirely
based on exact match
domains, which is a
problem if your
domain doesn’t start
with your most typical
branded query
Bing search
suggestions not
much better (still
not the ‘Frontier’ in
question)

53. The
Frontier
Problem
-
Try Apps
If this is a
problem you
face, a
keyword
targeted app
OR maps listing
is your best bet
in Spotlight

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@MobileMoxie
#SMX #13A
The Frontier Problem
Exact
match
domains
issue on
Safari,
too
The Google
suggestions appear to
understand searcher
intent better

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@MobileMoxie
#SMX #13A
The Frontier Problem
My mom’s 2011
email performs
better than
Frontier’s recent
“check in” email.
Subject lines
matter more than
email domains.

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#SMX #13A
Spelling Mistakes
VS.

57. Contact
@mobilemoxie
@goutaste
facebook.com/mobilemoxie
www.mobilemoxie.com

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@MobileMoxie
#SMX #13A