Emily Grossman speaks about mastering Mobile SEO across all screens and devices at Distilled SearchLove Boston in 2016. Topics in this presentation include, but are not limited to:
- Mobile Friendliness
- Page Speed
- App Ranking
- Deep Links
4. Myth #1:
You Don’t Need
Mobile SEO To
Be Successful
Online
@goutaste Emily Grossman | MobileMoxie #SearchLove
5. FACT:
Mobile Searches Make Up Over Half of
Google Queries
@goutaste Emily Grossman | MobileMoxie
"For the first time, we’re getting more searches on
mobile devices than on desktop” – Amit Singhal
29. AMP: Accelerated
Mobile Pages Project
• Framework for speed
• Built for static content
@goutaste Emily Grossman | MobileMoxie
30. AMP: Accelerated
Mobile Pages Project
• Framework for speed
• Built for static content
• At the moment, primarily used by
major publishers like:
@goutaste Emily Grossman | MobileMoxie
31. Start With Your Blog
@goutaste Emily Grossman | MobileMoxie
Easy to implement on Wordpress
Lowest “Domain Authority” in the carousel was 67/100
@yoast
bit.ly/AMP-wordpress-yoast
bit.ly/AMP-wordpress-SEL
@fighto
32. THE APPS STRIKE BACK
@goutaste Emily Grossman | MobileMoxie
EPISODE XI:
Apps Strike Back
39. Know Your
Competitors Per
Device, OS & Location
Test on Multiple Devices Or Use A
Local-Mobile Search Simulator
@goutaste Emily Grossman | MobileMoxie #SearchLove
bit.ly/mobile-search-simulator
42. How Rankings in 2015 Changed
These Guys Have Apps
https://moz.com/blog/brands-that-won-and-lost-google-2015
@goutaste Emily Grossman | MobileMoxie #SearchLove
43. Android iOS
1: 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 Emily Grossman | MobileMoxie
Google App Indexing
bit.ly/g-app-indexing
#SearchLove
46. Android iOS
1: 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 Emily Grossman | MobileMoxie
Google App Indexing
bit.ly/g-app-indexing
#SearchLove
47. Google App Indexing Easier To
Implement On Android
@goutaste Emily Grossman | MobileMoxie
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 filters
Apple-App-Site-Association File
#SearchLove
48. Android iOS
1: 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 Emily Grossman | MobileMoxie
Google App Indexing
bit.ly/g-app-indexing
#SearchLove
49. ...
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
51. ...
@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();
}...
Full code sample here: bit.ly/appindexingAPIcode
Android App Indexing API
“Can Haz Engagement Data?”
-Google
+ Extra
Rankings
Boost
@goutaste Emily Grossman | MobileMoxie
52. Android iOS
1: 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 Emily Grossman | MobileMoxie
Google App Indexing
bit.ly/g-app-indexing
#SearchLove
58. Deep Link Ranking Factors in Google
Positive 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 Emily Grossman | MobileMoxie
59. Deep Link Ranking Factors in Google
Positive 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 Emily Grossman | MobileMoxie
61. 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
63. @goutaste Emily Grossman | MobileMoxie
Jedi Tip #4: “The Dark Side of the Force is the pathway to
many abilities some consider to be… Unnatural.”
#SearchLove
74. App Actions
@goutaste Emily Grossman | MobileMoxie
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
75. @goutaste Emily Grossman | MobileMoxie
“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
76. Google Now On Tap
@goutaste Emily Grossman | MobileMoxie
Optimized!
#SearchLove
77. @goutaste Emily Grossman | MobileMoxie #SearchLove
Jedi Tip #5:
“Your focus
determines your
reality.”
78. Google is Amassing a
Personal Index
Photos from Google Photos
Contacts in Google Contacts
Search History from Chrome
@goutaste Emily Grossman | MobileMoxie #SearchLove
79. Specific Emails from Gmail (Scraping Text)
Aggregated Data From Google Apps
@goutaste Emily Grossman | MobileMoxie #SearchLove
85. Spy on Apple
Maps
Attribution To
Learn What to
Optimize
@goutaste Emily Grossman | MobileMoxie
gspa21.ls.apple.com/html/attribution.html
#SearchLove
86. @goutaste Emily Grossman | MobileMoxie
Spotlight Search Email
Optimization
Put most important keywords in the
subject line
#SearchLove
87. @goutaste Emily Grossman | MobileMoxie
Spotlight Search Email
Optimization
Put most important keywords in the
subject line
Earlier in the subject line is better
#SearchLove
88. @goutaste Emily Grossman | MobileMoxie
Spotlight Search Email
Optimization
Put most important keywords in the
subject line
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
89. @goutaste Emily Grossman | MobileMoxie
Deep Links
Indexed for
Spotlight
Searches
=
iOS Re-
Engagement
#SearchLove
90. Indexing Mobile App Content in Apple
Search
@goutaste Emily Grossman | MobileMoxie
CoreSpotlight NSUserActivity Web Markup
#SearchLove
The days of "look on mobile, buy on laptop" are no more.
2 Google Analytics data, September 2014 v. September 2015, United States
https://www.thinkwithgoogle.com/articles/holiday-shopping-trends-2015.html?utm_source=Twitter&utm_medium=social&utm_campaign=Think
You have only begun to discover your power.
http://static4.uk.businessinsider.com/image/561dfdcbbd86effb5b8b6811-480/star-wars.jpg
“I assure you, Lord Vader. My men are working as fast as they can.” “…Perhaps I can find new ways to motivate them.”
Yes or No (per URL)
Tool result does not necessarily match up with what we are seeing on phones
We must learn to see things from Google’s point of view, from a mobile rendering point of view.
Mobile Friendliness Tool
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile page speed is hard – even Google.com doesn’t get a 100/100 on their pagespeed test!
Most websites look like this
http://www.fullstack4u.com/google-developers/use-web-page-test-in-conjunction-with-google-page-speed-insights/
But one of the easiest ways to get a faster mobile website is to look at your image handling. Ask yourself…
Of course if you really want to punch it into fast load times without doing much optimization or clean up, you can try out…
Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.
Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.
Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.
You don’t have to be a huge brand
(But it helps if you’re targeting ‘Star Wars’…)
The big secret is that this is SO much easier (and better supported) on Android than iOS, and you can still get the web-app link benefit even if you can only do that Android app part.
http://www.kevinforgoogle.com/wp-content/uploads/2010/11/kevinforgoogle_r2d2_1280x960.jpg
http://cdn.ientry.com/sites/webpronews/article_pics/mobile-apps-analytics2.jpg
Screenshot of GA for apps
You can voice search for a lot of things and get search results, or even voice results back as an answer – for fun, listen to what Google Now says when you ask ‘Okay Google Make Me A Sandwich” – but you can also use your voice to initiate commands from Google Now… like Call XYZ business.
Are custom voice commands the new domain name?
Private Index?
THESE ARE GOOGLE APP DEEP LINKS
When Google stops requiring app-web parity, personal data like this may be indexable to specific google accounts!
When you’re playing with a wookie, sometimes you need to let the wookie win…
And when you’re playing with iOS users, you need to make sure you’re putting in that same kind of face time with Spotlight search.
