Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

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MobileMoxie @Suzzicks Indexing on Fire: Google Firebase Native and Web App Indexing

Transcript of Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

Page 1: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

MobileMoxie @Suzzicks

Indexing on Fire: Google Firebase Native and Web App Indexing

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In the Beginning there Was Nothing

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Google Didn’t Even Try to Crawl Apps or JavaScript

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Historically, Crawlers Have Been Locked Out of Some Mobile Content

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To Rank, Content Must be Crawled & Indexed

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Google Got Better & Better at Crawling JS & Eventually Android Apps

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Web App & Native Apps Indexing Are Similar in Nature

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Web App & Native Apps Indexing Are Similar in Nature

XMLSitemap JASON-LD

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Crawling Mapping Docs & Ingesting Feeds through APIs is Faster & Easier for Google than Crawling Websites

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Now Google Can Index this Stuff, But Crawling is Still a Bit Primitive

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Now Google Can Index this Stuff, But Crawling is Still a Bit Primitive(Especially for iOS)

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Native

App

VS

WEP APP INDEXING

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PWA Relationship to other Web Apps

Single PageApp (SPA)

Web App

HTML5 App

DynamicWebsite JavaScript

Web App

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PWA Relationship to AJAX

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PWA Relationship to AJAX

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They Use LOTS of JavaScript to Pull that Off

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Responsive Design Requires Even More JavaScript

1024px + 1023-768px 767-320px

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JavaScript & Other Elements Increase File Size of Webpages

2010 2012 2014 2016

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Mobile-Friendly is Gone but will it Soon be Replaced with ‘Slow’?

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Mobile-Friendly is Gone but will it Soon be Replaced with ‘Slow’?

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Google Wants to Crawl JavaScript …. A Lot Apparently!

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Progressive Web Apps are Fast:

• Cached App Shell & Style Instructions• Service Workers Pre-Load & Pre-Render As Needed• New Pageloads are Never Required

Server ServiceWorker

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PWA ServiceWorkers Seem Very Similar to the AMP JavaScript

Runtime

PWA ServiceWorker

AMP JS Runtime

=

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PWA ServiceWorkers Seem Very Similar to the AMP JavaScript

Runtime

PWA ServiceWorker

AMP JS Runtime

=Require

sHTTPS

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HTTPS Mobile

Friendly Website

Service Worker

Web App Manifest

Progressive Web App

=+

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Web App Manifest

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Web App ManifestApp Titles

App Icons

App Shell

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Web App Manifest<head><meta charset="utf-8" /><meta name="viewport" content="width=device-width, initial-scale=1" /><link rel="manifest" href="/manifest.json"/><meta name="robots" content="follow, index" /><link rel="canonical" href="https://website.com/" /><meta name="description" content="This is a great website/><meta name="keywords" content=“keyword, keyword, keyword, keyword, keyword" /></head>

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Web App Manifest<head><meta charset="utf-8" /><meta name="viewport" content="width=device-width, initial-scale=1" /><link rel="manifest" href="/manifest.json"/><meta name="robots" content="follow, index" /><link rel="canonical" href="https://website.com/" /><meta name="description" content="This is a great website/><meta name="keywords" content=“keyword, keyword, keyword, keyword, keyword" /></head>

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App Shell DevelopmentBrowser Stand Alone Full Screen

HTTPS ONLY

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Push Notifications

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App Install Banners

Registered Service Worker on websiteWeb App Manifest Includes:

❑Home Screen App Icon - 144x144 png❑Short_Name - w/ Home Screen Icon❑Name - Shell Banner Top❑Start_Url

Visited 2x+ w/ 5min+ Between Visits

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Loading the Website Twice Triggers an ‘Add to Home Screen’ Dialogue

PWA Icon is Customizable & Looks Just Like a Native App Icon

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While Loading, it Shows a CustomizableSplash Screen

PWA’s Can Open Outside of a Browser Windowin it’s Own Window

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Local Phone Cache = App Shell + Viewed Content

Works Offline

PWA ServiceWorker

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WAPO.com/PWA/ Demo (Chris Nguyen)

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`

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-Alex Russell

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Progressive Web Apps (PWA’s)

Is Basically Native App Online

Choices About

Address Bar

No InstallRequired

Enables Home Screen

Icon

Offline Content Works

Web Works on All Devices –

Most Browsers

Enables Push

Messaging & Deep Linking

Custom Splash Screen

Adapts to Slow Connections

Fast Because

of Service Workers

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Users Apparently Love PWAs

3x More Time Spent on Site

70% Higher Conversion Rate (For those who Add to HomeScreen)

40% Higher Engagement Rate

3x Less Data Necessary to Render the Website

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To Get a Progressive Web App Indexed, You Must Work Harder

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Indexing Web Apps(Even Non-PWA Dynamic Sites)

HTML Snapshots XML Sitemaps Fetch & RenderHTML5 PushState

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Most PWA’s Have Ignored SEO

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Most PWA’s Have Ignored SEO

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Most PWA’s Have Ignored SEO

Duplicate Title Tags

DuplicateDescription Tags

Un-optimized URLs

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Don’t Let Fancy Dev Kill Your SEO!

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Resources to Make Your Site a PWA:1. App Manifest Wizard:

https://brucelawson.github.io/manifest/2. App Manifest Validator:

https://manifest-validator.appspot.com/ 3. Service Worker Toolbox:

https://github.com/GoogleChrome/sw-toolbox 4. Service Worker Instructions:

http://deanhume.com/home/blogpost/getting-started-with-the-service-worker-toolbox/10134

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Native

App

VS

NATIVE APP INDEXING

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Native

App

VS

NATIVE APP INDEXING

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App Screens are Indexed Like Web Pages

Indexing Entry Points in an AppNativ

e

App& =

Web Page or URLApp Screen or URI

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Fast & Works Offline

Low Reach & High Commitment & Acquisition Cost

High Reach & Low Commitment & Acquisition Cost

Slow & Does Not Work Offline

Native

App

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Mobile Web Reach is 2.5x App Reach (Based on Unique Visitors Per Month)

Apps Mobile Web

8.9

3.3

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Mobile Web Reach is 2.5x App Reach (Based on Unique Visitors Per Month)

Apps Mobile Web

8.9

3.3$$$$

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US Time Spent in App VS Web

Mobile Web14%

Apps 86%

Top 3 Apps

80%

FacebookYouTubeFacebook Messenger

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US Time Spent in App VS Web

Mobile Web14%

Apps 86%

A Couple Other Apps

20%

Top 3 Apps

80%

FacebookYouTubeFacebook Messenger

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US Time Spent in App VS Web

Mobile Web14%

Apps 86%

A Couple Other Apps

20%

Top 3 Apps

80%66% of All Digital

Purchases Happen Here

FacebookYouTubeFacebook Messenger

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US Time Spent in App VS Web

Mobile Web14%

Apps 86%

A Couple Other Apps

20%

Top 3 Apps

80%66% of All Digital

Purchases Happen Here

FacebookYouTubeFacebook Messenger$$$

$

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How Do You Index Apps?Universal Links Digital Asset Links

HTTP/HTTPS App Scheme

Apple-App-Site-Association File

HTTP/HTTPS App Scheme Asset Links

File

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Association Files are Hosted on the Corresponding WebsiteiOS AppsREQUIRED/Apple-App-Site-Association/

Android AppsOPTIONAL

/AssetLinks.JSON/

Hosted at: https://website.com/.well-known ORhttps://website.com/ ORhttp://website.com/.well-know/ (Android Only) ORhttp://website.com/ (Android Only)

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App Indexing Has Benefits

App Install Buttons in SERPS & Auto Complete

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Association Files are Hosted on the Corresponding WebsiteiOS AppsREQUIRED/Apple-App-Site-Association/

Android AppsOPTIONAL

/AssetLinks.JSON/

Hosted at: https://website.com/.well-known ORhttps://website.com/ ORhttp://website.com/.well-known/ (Android Only) ORhttp://website.com/ (Android Only)

Must Be

Canonical

!

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Apple-App-Site-Association File"applinks": { "apps": [], "details": [ { "appID": “SAMPLE-APP.com.host.location", “pathprefix”: ["/blog/*]

"paths": [ "/news/story/", "/news/video/2015/*"] }, { "appID": “DIFFERENT-APP.com.host.location", "paths": [ "*" ] } ] }}

"relation": ["delegate_permission/common.handle_all_urls"], "target": { "namespace": "web", "site": "https://host.sampleapp.com"},{

"relation": ["delegate_permission/common.handle_all_urls"], "target": { "namespace": "android_app", "package_name": “com.host.sampleapp", "sha256_cert_fingerprints": ["10:39:38:EE:45:37:E5:9E:8E:E7:92:F6:54:50:4F:B8:34:6F:C6:B3:46:D0:BB:C4:41:5F:C3:39:FC:FC:8E:C1"] }

}]

Asset Links File

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Apple-App-Site-Association File"applinks": { "apps": [], "details": [ { "appID": “SAMPLE-APP.com.host.location", “pathprefix”: ["/blog/*]

"paths": [ "/news/story/", "/news/video/2015/*"] }, { "appID": “DIFFERENT-APP.com.host.location", "paths": [ "*" ] } ] }}

"relation": ["delegate_permission/common.handle_all_urls"], "target": { "namespace": "web", "site": "https://host.sampleapp.com"},{

"relation": ["delegate_permission/common.handle_all_urls"], "target": { "namespace": "android_app", "package_name": “com.host.sampleapp", "sha256_cert_fingerprints": ["10:39:38:EE:45:37:E5:9E:8E:E7:92:F6:54:50:4F:B8:34:6F:C6:B3:46:D0:BB:C4:41:5F:C3:39:FC:FC:8E:C1"] }

}]

Asset Links File

Must be Exactly the Same as Resolving Web URL

(Canonical – no 301 Redirects!)

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Native

App

VS

CURRENT PROBLEMS WITH APP INDEXING

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The ‘Three Platform’ Problem

3xTeam Politics

3xTime

3xMone

y

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Silos of Communication on a Team

DEV SEO QA DBA

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Team

Team

Team

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Language& Vocab

Language& Vocab

Language& Vocab

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Native

App

VS

FIREBASE APP INDEXING

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Google Believes Firebase is the Answer

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Most SEO’s Don’t Really Get It!

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It Gives Entry-points & End-points in Apps

+ =

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PWA Website Android InstantApps

AMP Web

Pages

Crawling is Hard!Google indexes these using lists of entry locations that are either generated from Rel=Alternate Tags + Sitemaps, Site Association Files or API Submissions.

NativeApp

Indexing

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Firebase Cloud Hosting = Content API Directly in Google

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Firebase Cloud Hosting = Content API Directly in Google

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Firebase Generates Dynamic Links Websites that Enable Everything

Dynamic Links

Android App

iOS App

PWA Website

Centralized Capability Based on Dynamic Links Website:• Linking• Advertising• Messaging• Tracking &

Attribution• Remote Config

PS: This appears to be just an outgrowth of the old gog.le link shorter which also did Dynamic Linking

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Expert Speculation

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Google’s Webmaster Interaction & Potential Rankings Boosts

App Indexingw/Web Parity

MobileFriendly

Universal/DynamicApp Links

App IndexingAPI

FirebaseIntegration

HTTPS

*Expert Speculation

Page 85: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

Android /iOS App

Progressive Web App

Firebase App + Rankings Boost

Firebase Dynamic Linking Expands the Potential Reach of Any One App iOS, Android or Web

*Expert Speculation

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Google Database Hosting

Better Indexing of All

Apps

*Expert Speculation

Dynamic Linksare Key

EX:http://app_code. app.goo.gl/[google-unique-identifier]

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Google Database Hosting

Better Indexing of All

Apps

iOS & Android Instant Apps

*Expert Speculation

Dynamic Linksare Key

EX:http://app_code. app.goo.gl/[google-unique-identifier]

Page 88: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

Google Database Hosting

Better Indexing of All

Apps

iOS & Android Instant Apps

*Expert Speculation

Dynamic Linksare Key

EX:http://app_code. app.goo.gl/[google-unique-identifier]

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Google Database Hosting

Better Indexing of All

Apps

iOS & Android Instant Apps

No Need

for App Stores

*Expert Speculation

Dynamic Linksare Key

EX:http://app_code. app.goo.gl/[google-unique-identifier]

Page 90: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

HTTPS Rankings

Boost

PWA with GWS

Caching in Firebase

App Indexing & Dynamic

Links

Non-Parity App

Indexing

App Packs & No Need for App Stores

Better Monitizing of Android

& iOS

Why Google Needs You to Use Firebase

*Expert Speculation

Non-Parity App Indexing

Page 91: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

HTTPS Rankings

Boost

AMP w/GWS & PWA w/ GWS in

Firebase

App Indexing & Dynamic

Links

Non-Parity App

Indexing

App Packs & No Need for App Stores

Better Monitizing of Android

& iOS

Why Google Needs You to Use Firebase

*Expert Speculation

Non-Parity App Indexing

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HTTPS Rankings

Boost

AMP w/GWS & PWA w/ GWS in

Firebase

App Indexing & Dynamic Links

(GWS - Firebase)

Non-Parity App

Indexing

App Packs & No Need for App Stores

Better Monitizing of Android

& iOS

Why Google Needs You to Use Firebase

*Expert Speculation

Non-Parity App Indexing

Page 93: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

HTTPS Rankings

Boost

AMP w/GWS & PWA w/ GWS in

Firebase

App Indexing & Dynamic Links

(GWS - Firebase)

Non-Parity App

Indexing

App Packs & No Need for App Stores

Better Monitizing of Android

& iOS

Why Google Needs You to Use Firebase

*Expert Speculation

Non-Parity App Indexing

(GWS – Firebase)

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Why Google Needs You to Use Firebase

HTTPS Rankings

Boost

AMP w/GWS & PWA w/ GWS in

Firebase

App Indexing & Dynamic Links

(GWS - Firebase)

Non-Parity App Indexing

(GWS – Firebase)

App Packs & No Need for App Stores

Better Monitizing of Android

& iOS

*Expert Speculation

Page 95: Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016

HTTPS Rankings

Boost

AMP w/GWS & PWA w/ GWS in

Firebase

App Indexing & Dynamic Links

(GWS - Firebase)

Non-Parity App Indexing

(GWS – Firebase)

App Packs & No Need for App Stores

Better Monetizing of Android

& iOS

Why Google Needs You to Use Firebase

*Expert Speculation

“Will PWA’s Get App Pack Rankings?”

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Google’s Webmaster Communication

Native & Instant Apps

AMP & HTTPS

PWA & Web

*Expert Speculation

Mariya Moeva

Gary Illyes

John Mueller

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Firebase is Still a bit Unknown & Scary

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Native

App

VS

FIREBASE APP INDEXING

PROBLEMS

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“…Google may have some work ahead of it convincing developers to depend even more on its technologies. In February, Facebook shut down its mobile back-end as a service, Parse, leaving many developers scrambling.”

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Or…Could Google Just TakeYour Info and Turn it Against You?

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Unclear Value Prop

Shared Cloud

Database

Shared Reporting & Mgmt

Shared Messaging

& Ads

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Difficult to SetupWeb Android iOS

HTTP/HTTPS Links

HTTP/HTTPS Links(Dynamic Links)

HTTP/HTTPS Links(Universal Links)

Add App Manifest & ServiceWorker

Add Dependencies to the Build Gradel & Setup Fingerprint Certificates

Add Firebase Podfiles to the Manifest

Add to Firebase Project

Add to Firebase Project

Add to Firebase Project

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Bad DocumentationWeb Android iOS

* Documentation almost always assumes that you are doing only one thing at a time.

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So Should You Use it?

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So Should You Use it?

…Maybe.

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Firebase Makes All Indexing More Valuable

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Firebase Unifies Digital Marketing & Measurement

Acquisition

Backend/Hosting

SEO/Dynamic Links

PPC/AdMob

Engagement

Messaging

Remote Config

Custom Audiences

Measurement

GA-Like Unified Analytics

Export/API to Big Data Processing

Options

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2nd Biggest App Indexing Benefit = Tracking

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CMS

CDN

CRMFirebaseCloudHosting

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Remote-Config User-FocusedRemote Config

Benefits of Cloud Hosting

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Cross-DeviceAttribution

Better AdManagement

Real-TimeDatabase

Easy LinkSharing

Unified Push Messaging

UnifiedTracking & Analytics

RemoteConfig

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CINDY KRUM

MobileMoxie @Suzzicks