How Apple's Changing Up Search: From Siri, to Safari to Spotlight - SMX Munich 2016

@goutaste #SMXMunich Emily Grossman | MobileMoxie 1
How Apple’s Changing
Up Search: From Siri,
to Safari To
Spotlight
Emily Grossman,
MobileMoxie
SMX Munich

MOST PEOPLE ARE HERE TODAY TO
TALK ABOUT:

MAYBE THESE GUYS, TOO:

But Today, I’m
Going to Talk To
You About Apple

Why Apple?
iPhone sales by fiscal quarter (in millions)

And
Growing

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

Apple has owned these
markets:
Which could be threatened
by these markets:

SPOTLIGHT SAFARISIRI
Apple’s New Search Engine

MAC USERS ARE GROWING AND LOYAL
Microsoft Windows 10 Event

Even More MarketShare in Mobile
Worldwide Mobile Browser
Market Share 2/2014

Apple is using Siri, Safari, and Spotlight to:
Cut in
Line
Predicting search
queries and
placing Apple’s
own suggested
results ahead of
search
Defaulting to Bing
and direct sources
over Google

Cut in
Line
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

Cut in
Line
Cut out
the Web
Cut out
Google
Defaulting to Bing
and direct sources
over Google
Suggesting maps
locations, emails,
phone contacts,
and ESPECIALLY
apps

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

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

RIDE THE APPLE BYPASS INTO TRAFFIC
(OR ENGAGEMENT) LAND!
Your website or app

In ADDITION to – Not INSTEAD of
Google SEO

Verify iOS Profitability

CUTTING IN LINE
PREDICTING SEARCH QUERIES & PLACING APPLE’S OWN SUGGESTED
RESULTS AHEAD OF EXECUTED SEARCH

Apple is predicting search queries and suggesting results
before the user even executes the search
Safari Spotlight

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

Suggested
Wikipedia
Entries
and News
Results

Multi-Cut
(3 Results
in Safari
Before
Google!)

CUTTING OUT GOOGLE
Defaulting to Bing, and Direct Sources over Google

Direct
Sources,
Bing

Safari still
defaults to
Google, but
provides
alternative
options

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

CUTTING OUT THE WEB
Suggesting maps locations, emails, phone numbers, and apps

Siri
Suggests
Contacts,
Apps &
Apple
Maps First
(iOS 9)

Suggested
Location
--
Rich Results
from Apple
Maps not
Google
Maps

Suggested
Location
--
Directions
from Apple
Maps

Suggested
Location
--
Aggregator
Screens
Eliminate
Need for
Web Search

Win With Local
https://mapsconnect.apple.com

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.

Win With Local
http://gspe21.ls.apple.com/html/attribution-7.html

Suggested
Contacts
(Spotlight/
Siri)

Spotlight
Searches
All Info in
V-Card

Get users to DL your keyword-rich .vcf file & cut the line on
their phones
Out-ranks
websites and
apps!

Integrate with Apple Maps!

Suggested
Emails/
Messages
(Spotlight)

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)

YouTube
Videos
Dominating
Apple
Search
Can out-rank messages, Bing, and even websites!

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

Suggested
iTunes
Content
--
Publishers &
Content
Marketers
Take Note!

“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 -

Suggested
Apps
(App Store
Results)

Suggested
Apps
(Nearby
Apps)

Deep App
Screen
Results
Apple Search
App Indexing
NEW in
iOS 9

Deep App
Screen
Results
App-Only
Content
Can Rank

Deep App
Screen
Results
Snuck Into
Apple Maps
Listings!
(Yelp Deep
Links)

Deep App
Screen
Results
Snuck Into
Video
Results!
(YouTube
Deep Links)
YouTube App!

Deep App
Screen
Results
--
Stacked!

Indexed app screens can be public OR
private/ user-specific.

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

CoreSpotlight NSUserActivity Web Markup

Core Spotlight NSUserActivity Web Markup
Used for…
Indexing public app screens
that mirror content on the
web
Used for…
Indexing app screens that
contain private/ personal
data
Used for…
Indexing private and public
navigation points in the app
Private Public

Used for…
web
DOES require
corresponding web
content
Used for…
data
Does NOT require
corresponding web
content
Used for…
Does NOT require
corresponding web
content
Private Public

Used for…
web
DOES require
corresponding web
content
Add code to WEB
Used for…
data
Does NOT require
corresponding web
content
Add code to APP
Used for…
Does NOT require
corresponding web
content
Add code to APP
Private Public

Used for…
web
DOES require
corresponding web
content
Add code to WEB
Public Cloud Index
Used for…
data
Does NOT require
corresponding web
content
Add code to APP
Private Device Index
Used for…
Does NOT require
corresponding web
content
Add code to APP
Private Device Index and/
or Public Cloud Index
Private Public

TYPE OF SCREEN API TO USE
Content that the user views NSUserActivity
Frequently used navigation points and features NSUserActivity
Content created or curated by the user, such as photos or a list of
favorites
Core Spotlight
New messages, content, or items that arrive on the device Core Spotlight
Content that lives in both your app and your website Web Markup

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

High-
Engagement
App Screens
Suggested in
‘Siri Suggestions’
on iOS 9
Spotlight

Web Markup
(EX A Hotel Landing Screen)

Twitter Cards AppLinks
Smart App
Banners
Web Markup

Smart App
Banners
Web Markup

Web Markup – Visual Presentation
SCHEMA & OG TAGS
More info here:
https://developer.apple.com/library/i
os/documentation/General/Concept
ual/AppSearch/WebContent.html

Web Markup

NSUserActivity
(EX. Previously-Searched Flights
Results With a Specific Date Range)

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

CoreSpotlight
(EX User’s Reservation
Confirmation Screen)

Search results
meta data for
display and rankings
More info here: bit.ly/corespotlight
CoreSpotlight

App Installation Status
Personalized App Engagement
Aggregated Engagement
App Result Click-Through Rate
Keywords/ Title
Structured Data on Web
Canonical App IDs
Strength/Popularity of Web URL
Low Engagement
Over-Indexing
Pogo-Sticking
Keywords Spamming
Interstitials
JavaScript blocking Applebot (Web)
+ -POSITIVE RANKING FACTORS NEGATIVE RANKING FACTORS
Deep Link Ranking Factors in Spotlight

bit.ly/applesearchvalidator

bit.ly/universal-links-tool

84
Emily Grossman
@goutaste
www.mobilemoxie.com
2 Months Free Code:
SMXMUNICH
facebook.com/mobilemoxie
@mobilemoxie
Thank You!

Further Reading
• Apple App Indexing:
• http://searchengineland.com/app-indexing-new-frontier-seo-apple-search-ios-app-indexing-223880
• https://developer.apple.com/library/ios/documentation/General/Conceptual/AppSearch/Activities.html#/
/apple_ref/doc/uid/TP40016308-CH6-SW1
• https://developer.apple.com/library/ios/documentation/Foundation/Reference/NSUserActivity_Class/
• https://developer.apple.com/library/ios/documentation/General/Conceptual/AppSearch/AppContent.html
#//apple_ref/doc/uid/TP40016308-CH7-SW1
• https://developer.apple.com/library/ios/documentation/CoreSpotlight/Reference/CoreSpotlight_Framewo
rk/
• https://developer.apple.com/library/prerelease/ios/documentation/CoreSpotlight/Reference/CSSearchabl
eItemAttributeSet_Class/index.html#//apple_ref/occ/instp/CSSearchableItemAttributeSet/title
• https://developer.apple.com/library/ios/documentation/General/Conceptual/AppSearch/WebContent.htm
l#//apple_ref/doc/uid/TP40016308-CH8-SW1

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