how apple's changing up search - smx west 2015
TRANSCRIPT
HOW APPLE’S CHANGING UP SEARCH: FROM SIRI TO SAFARI TO SPOTLIGHT Emily Grossman
Mobile Marketing Specialist, MobileMoxie
@MobileMoxie
searchmarketingexpo.com @MobileMoxie#SMX #13A
Most people are here today to talk about this:
searchmarketingexpo.com @MobileMoxie#SMX #13A
Or maybe this, too:
searchmarketingexpo.com @MobileMoxie#SMX #13A
But I’m going to talk about Apple:
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Why Apple?iPhone sales by fiscal quarter (in millions)
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And Growing…
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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’s real products are bundled with the devices
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Apple owns these markets: Which could be threatened by these markets:
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Apple owns these markets: Which could be threatened by these markets:
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Enter Spotlight, SafariSpotlight – Searches on-device content and web- iOS 8 and Yosemite
Safari – Searches web content- Default browser on Apple Devices
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And their sidekick, Siri!on-device and web search (similar to Spotlight)
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Mac Users Are Growing (And Loyal)
Microsoft Windows 10 Event
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And even MORE market share in mobile browsing
Worldwide Mobile BrowserMarket Share 2/2014http://bit.ly/mobile-browser-share-2014
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Apple is using Siri, Safari, and Spotlight to:
Cut in Line
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Cut in Line Cut out Google
Apple is using Siri, Safari, and Spotlight to:
searchmarketingexpo.com @MobileMoxie#SMX #13A
Cut in Line Cut out the Web
Cut out Google
Apple is using Siri, Safari, and Spotlight to:
searchmarketingexpo.com @MobileMoxie#SMX #13A
Cut in Line Cut out the Web
Cut out Google
Predicting search queries and placing
Apple’s own suggested results ahead of search
Apple is using Siri, Safari, and Spotlight to:
searchmarketingexpo.com @MobileMoxie#SMX #13A
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 search over Google
search for suggested search queries (Spotlight,
Siri)
Apple is using Siri, Safari, and Spotlight to:
searchmarketingexpo.com @MobileMoxie#SMX #13A
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 search over Google
search for suggested search queries (Spotlight,
Siri)
Suggesting apps, maps locations,
emails, and phone contacts
Apple is using Siri, Safari, and Spotlight to:
searchmarketingexpo.com @MobileMoxie#SMX #13A
Ride the Apple bypass into traffic-land!
searchmarketingexpo.com @MobileMoxie#SMX #13A
in addition to NOT instead of Google
Emily said we don’t have to care about Google anymore!
Oh sweet delicious taste of freedom!
#brb deleting Google Analytics…
searchmarketingexpo.com @MobileMoxie#SMX #13A
in addition to NOT instead of Google
Emily said we don’t have to care about Google anymore!
Oh sweet delicious taste of freedom!
#brb deleting Google Analytics…
CUTTING IN LINEPredicting search queries and placing Apple’s own suggested results ahead of search
searchmarketingexpo.com @MobileMoxie#SMX #13A
Apple is predicting search queries and suggesting results before the search
Safari Spotlight
Suggested Websites
Apple’s suggestions get
first position, with favicons
Google search second
Suggested Wikipedia
Entries and News
Results
CUTTING OUT GOOGLEDefaulting to Bing search over Google search for suggested search queries (in Spotlight and Siri)
Siri and Spotlight Use Bing
Twitter provided as an alterative search source before Google!
Safari still defaults
to Google, but
provides alternative options
Safari still defaults
to Google, but
provides alternative options
DuckDuckGo optimization:http://selnd.com/1CKGtJ2
Search Wikipedia or Source
CUTTING OUT THE WEBSuggesting apps, maps locations, emails, and phone contacts
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Suggested Specific
Location
--
Rich Results from Apple Maps not Google Maps
Suggested Location Grouping
--
Rich Results from Apple Maps - not
Google Maps
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Win with Local
Put Your Business On Apple Maps:
YelpLocalezeTomTom (Tele Atlas)InfoUSAAcxiom
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Win with Local
Put Your Business On Apple Maps:
YelpLocalezeTomTom (Tele Atlas)InfoUSAAcxiom
Make sure all your basic information is exactly the same
Suggested Contacts
(Spotlight Only)
Spotlight Searches All
Info in V-Card
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Get users to DL your keyword-rich .vcf file & cut the line on their phones!
Suggested Emails/
Messages (Spotlight
Only)
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Email Optimization in Our Future- Put most important keywords in the subject
line- Earlier in the subject line is better
- EX “Ticketless Travel Passenger Itinerary” does well for “travel”
- Spotlight prefers recent emails to older emails
- Mobile devices can only pull what is stored on the device (less than on a computer)
Suggested iTunes
Content (Movies,
Music) With Rich Previews
iTunes Movies
iTunes Song
Suggested Apps
Spotlight for iOS Prefers
Installed Apps to
Uninstalled Apps or
Websites
‘Kayak’ not Installed ‘Kayak’ Installed
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Spotlight (iOS) will Crawl App Titles – Even on Installed Apps
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“Out-rank” competitor websites: publish a keyword-targeted app
Both will show and displace the suggested website. Top result within installed apps is the result that ranks higher in the App Store.
If your competitor’s app is also installed, it’s not a problem!
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NOTE: Safari Search Doesn’t Crawl Installed Apps Yet
But Still Uses Predictive Search to Suggest App Store and Web Results Ahead of Google Search
Still a huge opportunity to get a keyword-targeted app in the store!
Stacked Results in Spotlight
PROBLEMS WITH APPLE’S SEARCH – BE AWARE
Apple’s search is young and has some early-Google-esque issues with its suggestions
The Frontier Problem
-Exact Match
Domains
Website predictions are almost entirely based on exact match domains, which is a problem if your domain doesn’t start with your most typical branded query
Bing search suggestions not much better (still not the ‘Frontier’ in question)
The Frontier Problem
-Try Apps
If this is a problem you face, a keyword targeted app OR maps listing is your best bet in Spotlight
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The Frontier ProblemExact match domains issue on Safari, too
The Google suggestions appear to understand searcher intent better
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The Frontier Problem
My mom’s 2011 email performs better than Frontier’s recent “check in” email.
Subject lines matter more than email domains.
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Spelling Mistakes
VS.
Contact@mobilemoxie@goutaste
facebook.com/mobilemoxie
www.mobilemoxie.com
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