Understanding App-Web Convergence and the Impending App Tsunami - MozCon Local, Seattle 2016

#MozCon Emily Grossman (@Goutaste), MobileMoxie App SEO Expert


MozCon LocalEmily GrossmanMobileMoxie

#MozCon Emily Grossman (@Goutaste), MobileMoxie App SEO ExpertImage Source: “http://www.developereconomics.com/websites-vs-web-apps/”


App Single Apps Universal App Pack

Google Ranking Whole Apps


Google Ranking App Screens (Deep Links)

#MozCon Emily Grossman (@Goutaste), MobileMoxie App SEO ExpertImage source: http://www.windtraveler.net/2010/06/jerry-whipple-should-have-stuck-with.html

#MozCon Emily Grossman (@Goutaste), MobileMoxie App SEO ExpertImage source: http://7-themes.com/data_images/out/26/6857797-japanese-art.jpg


App Saturation In Logged-In Search


5 App Deep Link Results2 Web Page “Blue Link” Results(Both are “mobile-friendly”)

Logged-In Branded Local Search ResultPage 1:


Google Beta Testing Streaming with These Apps:(Local Apps are in Teal)

• Hotel Tonight• Weather• Chimani (National Parks)

• Gormey (Restaurants)• My Horoscope• Visual Anatomy Free• Useful Knots• Daily Horoscope• New York Subway


App Saturation After App Streaming is Public?


HALP?!

HALP?!


App Pack Optimization

App Title


Rankings Differ Between

Android & iOS

App Pack on Android But Not iOS!


Know Your Competitors Per

Device, OS & Location

Test on Multiple Devices Or Use A Local-Mobile Search Simulator


bit.ly/mobile-search-simulator


Google App Indexing

Support HTTP URLsSupport HTTP URLs

In Android, set this up by creating Intent Filters(App Only)

In iOS 9, set this up by supporting Universal Links(App and Web)

*Requires apple-app-site-association file hosted on an HTTPS domain*

bit.ly/g-app-indexing

Check for Site-Association File: bit.ly/universal-links-tool


Google App Indexing

Support HTTP URLs

Enable Your App To Send a Feed of Deep

Links

Support HTTP URLs


Links

Via Android App Indexing API Via GoogleAppIndexing SDK



Google App Indexing

Support HTTP URLs


Links

Test Implementation

Support HTTP URLs


Links

Test Implementation

http://bit.ly/test-android-indexing http://bit.ly/test-iOS-indexing



Google App Indexing

Support HTTP URLs


Links

Test Implementation

Optimize

Support HTTP URLs


Links

Test Implementation

Optimize



Check Your WebsiteFor Mobile-Friendly Tags


bit.ly/mobilefriendlytest


Unblock CSS & Javascript




Remove App Interstitials (App Banners are OK)





Check Mobile UX (Meta Viewport, Tap Targets, Font Size)





Check Mobile UX (Meta Viewport, Tap Targets, Font Size)

Improve PageSpeed



Knowledge Graph is EXTRA Important for Mobile


Optimize GMB for Google Now & Now on Tap

Optimized!


Appear in Spotlight and Safari ResultsLeverage Apple Search & Apple Maps

https://mapsconnect.apple.com


Leverage Apple Search Contacts


Mobile Local PPCMobile AdWords Extensions: Apps Calls Locations Reviews Sitelinks Callouts Consumer Ratings Previous Visits Seller Ratings


Mobile Local Sponsored Results

Emily Grossman (@Goutaste), MobileMoxie App SEO Expert#MozCon

Summary & Action ItemsApps are NEW and TOUGHER competition for local SEOs

App results change based on OS and install status

App Streaming threatens to increase app presence in SERPs

Optimize your apps to take advantage of rankings boosts

Optimize your website to fit Google’s mobile standards

Explore opportunities to increase visibility outside of Google mobile search


You don’t have mobile customers and desktop customers.

You just have customers.Source: “Connecting the Dots: Measuring Your Micro-Moments Strategy” September 2015 - ThinkwithGoogle.com


References & Links• App Streaming: http://marketingland.com/google-app-streaming-web-of-apps-152449 • Mobile Moxie Search Simulator Tool: http://bit.ly/mobile-search-simulator • App Indexing Instructions: http://bit.ly/g-app-indexing • Tool to check for site-association file: http://bit.ly/universal-links-tool • Mobile Friendly Test: http://bit.ly/mobilefriendlytest• Apple Maps Connect: https://mapsconnect.apple.com

Images and QuotesGoogle Quote: https://twitter.com/ThinkwithGoogle/status/662045561248464896Japanese Woodblock Art: http://eightface.com/files/images/2010.09.japanese.woodblock.print.jpgJapanese Woodblock Art:http://www.lazerhorse.org/wp-content/uploads/2015/01/Katsushika-Hokusai-Japanese-Art-Landscape.jpgPhone in hand image: http://zogdigital.com and http://Ev2.me

http://marketingland.com/google-app-streaming-web-of-apps-152449

http://marketingland.com/google-app-streaming-web-of-apps-152449

http://bit.ly/mobile-search-simulator




http://bit.ly/g-app-indexing

http://bit.ly/universal-links-tool




http://bit.ly/mobilefriendlytest

https://mapsconnect.apple.com/

https://mapsconnect.apple.com/

https://twitter.com/ThinkwithGoogle/status/662045561248464896

http://eightface.com/files/images/2010.09.japanese.woodblock.print.jpg



http://www.lazerhorse.org/wp-content/uploads/2015/01/Katsushika-Hokusai-Japanese-Art-Landscape.jpg

http://www.lazerhorse.org/wp-content/uploads/2015/01/Katsushika-Hokusai-Japanese-Art-Landscape.jpg

http://zogdigital.com/

http://Ev2.me/

http://Ev2.me/

http://Ev2.me/


Emily [email protected]@goutaste

www.mobilemoxie.com2 Months Free Code: MOZCONLOCAL

facebook.com/mobilemoxie@mobilemoxie

mailto:[email protected]

http://www.mobilemoxie.com/

Understanding App-Web Convergence and the Impending App Tsunami - MozCon Local, Seattle 2016

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