Mobile Trends and SEO Impact

1
MOBILE TRENDS & IMPACT
EXPLORING OPPORTUNITIES IN VOICE &APPSEARCH
FEBRUARY2016
Ali Haris
Sr. Manager, SEO
Macy’s Inc.
@aharis

2
Agenda
 Mobile Trends
 Key Opportunities
 Mobile App
Indexing
 Google Now
 Voice Search
 Wrap-Up

4
Mobile Trends
Continued Increase in Ad Spend for Display, Search and messaging*
*Source : eMarketer

6
What Makes Mobile Friendly?
 Loads quickly (AMP)
 Text on the page is readable
 Does not require zooming or pinching
 Easy to navigate with a finger

7
APP Search + Voice Search
Next SEO Frontier

8
Next SEO Frontier:App Search
According to Google, 15% of
Google searches on Android
now return links to apps
through this App Indexing
process
Discovering apps is hard for
users. US users have an
average of 33 apps, but only
engage with roughly ⅓ of
them

9
What isApp Indexing?
 These app deep links appears on:
 Search results page
 Android auto-completions
 Now on Tap.
 App indexing is indexing of
content pages residing inside
an app.
 Deep linking is a way to open
specific location within a
mobile app, rather than simply
launching the app.

10
 Add support for deep links in your Android app
 Implement App Indexing using the App Indexing API
 Update sitemap or web pages with deep link info
 Verify your app against your site on your Google Play
Developer Console
How To Index YourApp?
App Indexing for Android
App Indexing for iOS

11
How Does ThisApply To SEO?
In The Beginning… Now

12
App Indexing: Things to Keep In Mind
Proper Technical Implementation.
 App with technical implementation errors will not be indexed at all.
Website Signals (title tags, description tags).
 Traditional SEO elements in the <head> tag of the associated Web page
will display in deep link search results, Google considers the desktop
Web version of the page as the canonical indexing of the content.
Content Mismatch.
 Google will not index app screens that claim to correspond with a Web
page but don’t provide enough of the same information.
Interstitials
 App interstitials are a negative ranking factor for deep links

13
*Source: Google Survey Global Web Index
55% of Teens and 41% of Adults Use Voice
Search More Than Once a Day
How Accurate are Voice Search Results
Why Users Are Using Voice Search*
43% It’s quicker than going to the site or using
an app
42% I can use is while driving or at other times
when I can’t use my handset
38% It is more fun than other search methods
38% It is easier than going to a website for
using an app
28% It is a more accurate way of searching
21% I don’t like typing on my mobile phone
Google says error rates on voice searches are
only 8%, down from 25% just a few years ago.
Search Engine
Land
Voice Search is Becoming More Common as Accuracy Improves
Next SEO Frontier : Voice Search

14
Providing the Right Answer Around Conversational Search
How do I get
to Ritz?
What restaurants
are there in
Miami?
Next SEO Frontier : Voice Search

15
EXECUTIVE SUMMARY
Compare typed to voice search queries for previous question
Voice Search : Entity Recognition Test
Queries
Desktop Chrome Voice
Search Results (logged in)
Google Now
Response
Google Now Voice
Search Results (OK
Google)
Entity
Recognition?
How old is Starbucks? only date founded Speaks only date founded
What do they sell most?
general results for "what do
they sell most" Web Starbucks Menu Yes
Weather at Disneyland
search result for Anaheim
weather Speaks
search result for Anaheim
weather
What should I wear
today?
general answers to "what I
should wear today" Web
search listings for what to
wear at Disneyland Yes
Where can I buy
Disneyland tickets?
general results for Disneyland
tickets query Web Disneyland tickets query
How much are they?
general results for "how much
are they" Speaks
search result from Mouse
Savers Yes
Where can I buy Disney
World tickets?
listings for "Disney World
tickets" query Web
listings for Disney World
tickets query
How much are they?
listings for "How much are
they" Web
listings for "How much are
they" No

16
Voice Search: Key Opportunity
 Focus on answering general questions vs keywords alone
 Develop FAQ section
 Focus on subjective questions
 Where is the best breakfast?
 How late are they open?

17
Google Public Cards
 Delivers content to users in bite-sized pieces
 Surfaces your app to users in contextual ways
A Boarding Pass

18
Google Public Card Implementation
Supported Schemas:
Only some types are
supported in Google Now.
 Event Reservation
 Flight Reservation
 Hotel Reservation
 Restaurant Reservation
API
App Discovery: Show
cards to users who don’t
have your app installed
Grow Traffic: Enable
users to reengage with
your app from Now

19
App Downloaded App (Android or iOS)
App Not Downloaded Web
(App download
promotion on redirected
mweb is ok)
Google Public Card

20
Wrap Up
 Make a Mobile Friendly site
 App Optimization
 Get your App in the index
 Google Voice: Start Exploring
 Google Now: Limited options

21
Thank You!
Ali Haris
Sr. Manager, SEO
Macy’s Inc.
@aharis
https://www.linkedin.com/in/aharis

Mobile Trends and SEO Impact

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Mobile Trends and SEO Impact

Ähnlich wie Mobile Trends and SEO Impact (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (7)

Mobile Trends and SEO Impact