Life After Mobilegeddon: App Deep Linking Strategies - Pubcon October 2015

@goutaste
Using Apps to Drive
Mobile-First SEO
Traffic

@goutaste
Android
&
iOS Intent

@goutaste
Understanding App Packs

@goutaste
New Android App Packs

@goutaste
Types of App Results
App Pack App Single App Carousel Deep LinksIcon Deep Links

@goutaste
 Meta-data can provide a “preview” of
the type of content in the app
 You don’t know what’s IN the app until
you download it
 App Store search is heavy on brand and
head terms vs. long tail
App Store Model

@goutaste
“Google’s mission is to organize the world’s information
and make it universally accessible and useful.”
- Google’s initial mission statement -

@goutaste
App Store Model vs. Search Engine Model

@goutaste
Android Deep Linking User Experience

@goutaste
“Google will be
considering "high
quality" apps to
be a positive
ranking factor in
mobile search.”
-Mariya Moeva (Google
Webmaster Trends Analyst,
SMX West 2015)
Website Parity = Positive Signal for Websites
WebApp

@goutaste
Google App Indexing:
Android

@goutaste
Custom URL Scheme
HTTP URL Scheme
Android: Create Intent Filters

@goutaste
Android: Create Intent Filters
Intent Filters need:
<action>
<data>
android:scheme
android:path
<category>

@goutaste
Deep Link to previously-
viewed ‘Calafia Café’
screen in the Zagat app
Android App Indexing API

@goutaste
...
public class MainActivity extends Activity {
static final Uri APP_URI = Uri.parse("android-app://com.example.android.recipes/http/recipe-
app.com/recipes");
static final Uri WEB_URL = Uri.parse("http://recipe-app.com/recipes/");
private GoogleApiClient mClient;
...
}
@Override
public void onStart() {
super.onStart();
...
@Override
public void onStop() {
...
// Call end() and disconnect the client
String title = "App Indexing API Title";
Action viewAction = Action.newAction(Action.TYPE_VIEW, title, WEB_URL, APP_URI);
AppIndex.AppIndexApi.end(mClient, viewAction);
mClient.disconnect();
...
Full code sample here: bit.ly/appindexingAPIcode
Android App Indexing API

@goutaste
Update App’s Robots.txt:
User-Agent: Googlebot
Allow: /
Android App Robots.txt

@goutaste
Android Custom
Schemes Requirement:
Web Markup

@goutaste
android-app://com.travel_app/travel_app/travel-app.com/hotels/curtis-hotel-denver
Protocol PackageID Scheme (custom) Host Path
Google’s Android Deep Link Format
Deep Link URL Format:

@goutaste
Rel=alternate XML Sitemaps Schema
<head>
...
<link rel="alternate" href="android-
app://com.travelapp.android/http/travelapp.com/examplescreen" />
...
</head>
<head>
...
<link rel="alternate" href="android-
app://com.travelapp.android/travelapp/examplescreen" />
<link rel="alternate" href="ios-app://123456/travelapp/examplescreen" />
...
</head>

@goutaste
Rel=alternate XML Sitemaps Schema
<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url>
<loc>http://travelwebsite.com/examplepage</loc>
<xhtml:link rel="alternate" href="android-
app://com.travelapp.android/travelapp/examplescreen" />
<xhtml:link rel="alternate" href="ios-app://123456/travelapp/examplescreen" /></url>
<xhtml:link rel="alternate" href="android-
app://com.travelapp.android/http/travelapp.com/examplescreen" />
...
</urlset>

@goutaste
Rel=alternate SchemaXML Sitemaps
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage",
"@id": "http://travelwebsite.com/examplepage",
"potentialAction": {
"@type": "ViewAction",
"target": "android-app://com.travelapp.android/http/travelapp.com/examplescreen"
}
}
</script>

@goutaste
Verify Website in GP/ Log Into GSC with GP Account

@goutaste
Google App
Indexing:
iOS

@goutaste
iOS: Support Universal Links
https://subdomain.domain.com/path/subpath/
Scheme
“http” or “https”
Domain or Host Name Path or Prefix
Anatomy of a Universal Link:

@goutaste
Requirements:
• A registered domain
• SSL access to your domain
• Ability to upload a JSON file to your
domain

@goutaste
1 Get Your App Ready
• Modify your application delegate
• Adopt an entitlement in Xcode that
lists each domain associated with your
app
READ:
http://bit.ly/ios9universallinks
http://bit.ly/UIApplicationDelegate-
Reference
WATCH: http://bit.ly/appleuniversallinks

@goutaste
2 Get Your Server Ready
• Create an apple-app-site-
association file for each associated
domain with the content your app
supports and host it at the root level.
NOTE: The association file must be hosted on
a domain that supports HTTPS/TLS, even if
the HTTP deep links are not themselves
served via HTTPS.
{
"applinks": {
"apps": [],
"details": {
»ABC0123.com.domain.App": {
"paths":[ "*" ]
}
}
}
}

@goutaste
2 Get Your Server Ready
• Create an apple-app-site-
association file for each associated
domain with the content your app
supports and host it at the root level.
NOTE: The association file must be hosted on
a domain that supports HTTPS/TLS, even if
the HTTP deep links are not themselves
served via HTTPS.
{
"applinks": {
"apps": [],
"details": {
»ABC0123.com.domain.App": {
"paths":[
”/folder/subfolder/”,
”/folder2/subfolder2/*”,
]
}
}
}
}

@goutaste
iOS: Support Cocoapods

@goutaste
iOS: Support Cocoapods
1. Use most up-to-date version of CocoaPods
2. Add ‘GoogleAppIndexing’ pod to Podfile
3. Save and Install Pod
4. Import GoogleAppIndexing
1. Register app
pod 'GoogleAppIndexing'
pod install
#import <GoogleAppIndexing/GoogleAppIndexing.h>
[[GSDAppIndexing sharedInstance] registerApp:your iTunes ID];

@goutaste
Google App Indexing:
Web Markup

@goutaste
Google Search App Ranking Factors
Positive Ranking Factors:
• App Installation Status
• Proper Technical Implementation
• Website Signals
• APP INDEXING API (extra boost!)
Negative Ranking Factors:
 Content Mismatch/ Back Button
Errors
 Interstitials

@goutaste
Google Search App Ranking Factors
• Proper Technical Implementation
• Website Signals
• APP INDEXING API (extra boost!)
• Coming soon: Engagement?
 Content Mismatch/ Back Button
Errors
 Interstitials

@goutaste
Deep Links Without Website Parity
Social MediaApple Search Email & Paid Ads

@goutaste
Apple Search App
Indexing in iOS 9

@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 -

@goutaste
Apple Search
SPOTLIGHT SAFARISIRI

@goutaste
High-Engagement
App Screens
Suggested in
‘Siri Suggest’ on
iOS 9 Spotlight
Siri’s Predcitive Search Uses App Indexing

@goutaste
DEVICE INDEX
(PRIVATE)
CLOUD INDEX
(PUBLIC)
Apple Search Sources from Two Indexes

@goutaste
Apple Search App Indexing Methods
CoreSpotlight NSUserActivity Web Markup

@goutaste
Apple Search App
Indexing Option 1:
NSUserActivity

@goutaste
Core Spotlight NSUserActivity Web Markup
Used for…
Indexing public app screens
that mirror content on the
web
DOES require
corresponding web
content
Add code to WEB
Public Cloud Index
Used for…
Indexing app screens that
contain private/ personal
data
Does NOT require
corresponding web
content
Add code to APP
Private Device Index
Used for…
Indexing private and public
navigation points in the app
Does NOT require
corresponding web
content
Add code to APP
Private Device Index and/
or Public Cloud Index
Private Public

@goutaste
Private or Public
Public Only
Search results
meta data for
display and rankings
‘Canonical’
More info here: bit.ly/NSUserActivity
NSUserActivty

@goutaste
CoreSpotlight NSUserActivity Web MarkupNSUserActivity
with var eligibleForSearch with var eligibleForPublicIndexing
Private/
Device Index
Public/ Cloud
Index
PRIVATE APP SCREEN PUBLIC APP SCREEN

@goutaste
Apple Search App
Indexing Option 2:
Core Spotlight

@goutaste
Search results
meta data for
display and rankings
More info here: bit.ly/corespotlight
Core Spotlight

@goutaste
Apple Search App
Indexing Option 3:
Web Markup

@goutaste
Web Markup – Provide URLs to Apple

@goutaste
Twitter Cards AppLinks
Smart App
Banners
Web Markup

@goutaste
Web Markup – Meta Data (Schema &
Open Graph)

@goutaste
bit.ly/applesearchvalidator
Test URLs for Web Markup

@goutaste
Apple Search App Ranking Factors
• Personalized App Engagement
• App Result Click-Through Rate
• Keywords/ Title
• Aggregated Engagement
• Structured Data on Web
• Canonical App IDs
• Strength/Popularity of Web URL
 Low Engagement
 Over-Indexing
 Returns
 Keywords Spamming
 Interstitials
 JavaScript blocking Applebot (web only)

@goutaste
Deep Linking in
Email & Social
Media

@goutaste
Deep Link Redirectors in Email and Social Media

Life After Mobilegeddon: App Deep Linking Strategies - Pubcon October 2015

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Life After Mobilegeddon: App Deep Linking Strategies - Pubcon October 2015

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