Search Different | Understanding Apple's "New" Search Engine
Transcript of Search Different | Understanding Apple's "New" Search Engine
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Andrew ShotlandCEO, LOCALSEOGUIDE.COM
Search DifferentUnderstanding Apple’s “New” Search Engine
Local Search Advantage WorkshopSMX East, NYC 09.26.16
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/about-us
10 years of Multi-Location & Enterprise SEO for Brands & Agencies
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Think Apple Maps Suck?
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You Know What Doesn’t Suck?
http://www.asymco.com/2016/08/18/counting-apples-customers/
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64MM People In U.S. Use Apple Maps
https://www.comscore.com/Insights/Rankings/
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Apple’s Local Search Evolution
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Spotlight Search’s Desktop Evolution
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Spotlight Search’s Desktop Evolution
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Apple “Quietly” Skimming The Best Queries?
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iOS 9: The Search Game-Changer• Siri• Spotlight• Safari
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iOS9 Search: Siri• Apple Maps• Bing Search• App-Specific Commands
• “Open”, “Play”, “Call”, etc.
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iOS9 Search: Safari• Apple
Maps• App
Content• Suggested
Websites
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iOS9 Search: Spotlight• App Content• Websites• Bing Search
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And Don’t Forget About…
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Apple News
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Oh Yeah…Apple TV + Siri
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So What’s Apple’s Game?
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So How Can You Play?
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Two iOS Search Indexes
Applebot crawls + “Standard SEO” User-created content/engagement with
apps on user’s device
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Spotlight Search Algorithm Test• Enter query• Click on first Best Buy Locator
result• Repeat query• Record rankings• Click on first Best Buy Locator
result in “pack”• Repeat
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Query = “tv”Result # 1 2 3 (Accidental
Click on Contacts)4 5
1 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go
2 3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
4 1 Podcast 1 Podcast 1 Podcast 1 Podcast 1 Podcast
5 1 iCal event 1 iCal event 1 iCal event 1 iCal event 1 iCal event
6 3 BB 3 BB 1 iMessage 3 BB 3 BB
7 1 iMessage 1 iMessage 3 mail 1 iMessage 1 iMessage
8 3 mail 3 mail 2 Notes 3 mail 3 mail
9 2 Notes 2 Notes 3 videos 2 Notes 2 Notes
10 3 videos 3 videos 3 BB 3 videos 3 videos
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Query = “appliance”Result # Query #1 2 3 4 5
1 2 suggested websites
1 BB 2 BB 3 BB 3 BB
2 3 maps 2 suggested websites
2 suggested websites
2 suggested websites
2 suggested websites
3 1 podcast 3 maps 3 maps 3 maps 3 maps
4 3 mail 1 podcast 1 podcast 1 podcast 1 podcast
5 3 BB 3 BB 3 BB 3 BB 3 BB
6 Wikipedia 3 mail 3 mail 3 mail 3 mail
7 3 Bing Wikipedia Wikipedia Wikipedia Wikipedia
8 3 Bing 3 Bing 3 Bing 3 Bing
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Spotlight Search Algorithm• The app must contain the keyword or some close variation to
rank
• The more you use an app the more likely it is to show up, regardless of what you use it for
• The more common a keyword the more likely irrelevant results are to rank
• Content/engagement ratio appears to be a non-factor at the moment
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How Yelp “SPAMs” Spotlight Search
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Apple Maps Search Does Suck
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If Keyword Not Mapped To Biz Name or Category U R Screwed…
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SIRI Doesn’t Get It Either…
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Voice Search is Your Frenemy
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Apple Maps Ranking Factors•Category relevance to query•Keyword in business name•Proximity to searches’ centroid (user’s and/or city’s)•Yelp Meta Data (e.g. $$$$) – Unclear how important reviews are for rankings, but likely affect CTR.
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Broad Geo Queries Can Lie…
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Dupes Can Screw Up Categorization & Rankings
There are two dupe listings in
MapsConnect.
UNCLAIMED LISTINGCategory: Hardware Stores, Keys & Locksmiths
CLAIMED LISTINGCategory: Keys & Locksmiths
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A Picture Is Worth a 1,000 Lost Reservations…
Sources
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The Mysterious Case of DCNine Nightclub
https://www.tomtom.com/mapshare/tools/https://mapsconnect.apple.com/http://www.openstreetmap.org/http://www.flickr.com
Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-38.html for geospatial & business listings sources.
(Warning: Updates to new URL every few months)
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Patience Grasshopper, Patience…
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Monitor for Legacy Business Problems• Moving Locations• Changing Phone #s• Rebranding• Acquisitions• Disasters• Crappy Local Listings Management Vendors You Hired Previously Because You Were Cheap…
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Near Term Considerations:• Make sure your business data is up to date on Apple
Maps• U.S. Data Providers:
- mapsconnect.apple.com- Axciom- Booking.com- Factual.com- GasBuddy.com- GreatSchools.com- Neustar Localeze- Parkopedia- TripAdvisor.com- Yelp.com
Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-38.html for geospatial & business listings sources.
(Warning: Updates to new URL every few months)
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Near Term Considerations• Claim all dupes and shut them down or recategorize them to the category you want to display
• Get as many people as possible to report incorrect categorizations in Apple Maps via “Report an Issue” UI
• Update Apple Maps data aggregators, including TomTom & OSM, to make all categorization as consistent as possible
• For non-category keywords, like “copy keys”:• Target Bing rankings for SIRI queries • Implement app indexing on your iOS app • Mark-up website location pages with http://schema.org/Organization using the correct categorization.
• If all else fails, consider submitting via one of these providers as their data is likely more• Brandify (Where2GetIt)• DAC Group• Location3• MomentFeed• PositionTech• RioSEO• SIMPartners• Yext
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One More Thing…
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Millions of More Things…https://maps.apple.com/place?address=122%20W%20Neal%20St%0APleasanton%2C%20CA%20%2094566%0AUnited%20States&auid=4717289857834049159&ll=37.660145128309622%2C-121.87523612755341&lsp=9902&q=Hap's%20Original%20Steaks%20%26%20Seafood
URLS = AM ID + Lat/Long + Name
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Further Reading• AppleMapsMarketing.com• iOS App Search Programmer Guide• Yext:Optimizing Local Search for iOS9 (reg req’d)
TL;DR?
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