What You Need to Know About Google App Indexing - SMX West 2016

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Transcript of What You Need to Know About Google App Indexing - SMX West 2016

Presentation Title

How to Get Your Apps Indexed & Ranking ASAP!What You Need To Know About Google App IndexingCindy Krum, CEO, MobileMoxieSMX West 2016

#SMX #31A @Suzzicks

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App Discovery & App Content Discovery Have Both Been Historically Problematic for Google Indexing

#SMX #31A @SuzzicksWhat is App Indexing?

#SMX #31A @SuzzicksA Process that Allows Google to Understand & Rank App Content in Mobile Search ResultsAssociate Places or Screens in Apps with Web UrlsPotentially Lets Save Places or Screens to Androids Private Index Even without Web UrlsSEO value of the Web Url is Passed to the App Screen First-Adopter Ranking Boost is passed from the App to the WebsiteUsers Choose if they Prefer the App or Web Experience

What are the Benefits?What is the Deep Link UX?How Do You Set Up Deep Links?What Conditions Impact their Presentation?What is the Future of Deep Linking?

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Deep App Links Go to Apps

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App Links Go to App StoresApp PacksStore ListingApp SingleYouTubeDaily Mail/Mail OnlineYelp

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App Packs Deep LinksBut Deep Links are a Small Ranking Factor for App Pack Results.

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iOS App-Installed User Experience

App Deep LinkCorresponding Web Link

#SMX #31A @SuzzicksX

iOS App-NOT Installed User Experience

No App Store Landing PageCorresponding Web Link

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Android App-Installed User Experience

App Deep LinkCorresponding Web Link

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Android App-NOT Installed User Experience

No Google Play Landing PageCorresponding Web LinkX

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So What are the Benefits of App Indexing?

#SMX #31A @SuzzicksEasier App Discovery & Engagement in Search (For Android)App Engagement From Search (For iOS)User Controls App or Web DecisionBetter Engagement from Other Marketing ChannelsEmailSocialApp Action & Google Now IntegrationOrganic Rankings Boost for App Site AssociationAdditional Organic Rankings Boost for App Indexing API Integration

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Main BenefitsApp Discovery More OpportunitiesDeep App Content Discovery New PossibilityMarketing & Sharing in Non-Search Context (Email, Social, etc)Web/App Rankings Algorithmic Boost Single or Double

Potential Future BenefitsInclusion in for App Streaming (Later)Hedge Against Potential Future Non Parity App Rankings(https://developers.google.com/app-indexing/app-only)

So What are the Benefits of App Indexing?

#SMX #31A @SuzzicksEasier App Discovery & Engagement in Search (For Android)App Engagement From Search (For iOS)User Controls App or Web DecisionBetter Engagement from Other Marketing ChannelsEmailSocialApp Action & Google Now IntegrationOrganic Rankings Boost for App Site AssociationAdditional Organic Rankings Boost for App Indexing API Integration

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Apps Are A Big Deal

60% of this Time is in Communication & Media Apps

#SMX #31A @Suzzickshttp://digiday.com/platforms/mobile-apps-driving-digital-growth-5-charts/12

A Few Apps Get a Bulk of the Visitors

#SMX #31A @Suzzickshttp://digiday.com/platforms/mobile-apps-driving-digital-growth-5-charts/13

Things to Think About Before You Start:Website ParityPublic vs. PrivateIndexing Method

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Things to Think About Before You Start:Website ParityPublic vs. PrivateIndexing Method

#SMX #31A @Suzzicks

Party Time?

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#SMX #31A @SuzzicksIt All Starts with Parity Between App & WebsiteWeb UrlApp Screen

#SMX #31A @SuzzicksIt All Starts with Parity Between App & WebsiteWeb UrlApp Screen

#SMX #31A @Suzzicks

It All Starts with Parity Between App & Website

Web UrlApp Uri

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It All Starts with Parity Between App & Website

Web UrlApp Uri

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Parity vs. Non-Parity Content

Web UrlApp Uri

Web Content Missing from the App

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Things to Think About Before You Start:Website ParityPublic vs. PrivateIndexing Method23

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2 Kinds of Deep Links

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2 Kinds of Deep LinksPublicly Indexable:Static Navigational Deep LinksCorresponds to Primary Navigation or Publicly Indexable User FlowSubmitted via the Google API

Privately Indexable:User-Determined, Non-Navigational LinksPrivately Indexed Screens, Only Indexed Once Accessed by the Logged in UserGoogles Private Index on AndroidGoogles Private Index on iOS ChromeApples Index in Mobile Safari via NSUserActivity

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Private Index Pages:

Shopping CartPersonal DashboardHistoryPersonal Favorites

PRIVATEPrivate vs. Public IndexingWeb:App:

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Things to Think About Before You Start:Website ParityPublic vs. PrivateIndexing Method

#SMX #31A @SuzzicksUnderstanding Android App Developer-SpeakIntent: A bundle of technical information describing a desired activity in an app. These can be explicit, for behavior within the app, or implicit, for broader interaction with other apps like phone books, browsers or chat/SMS clients.

Intent Filter: How app components advertise their capabilities to interact with various intents.

Activity: Represents a single screen in the app.

Fragment: A portion of an Activity in the user interface. These are often used to accommodate and re-configure app presentation for different screen sizes and orientations.

#SMX #31A @SuzzicksUnderstanding iOS App Developer-SpeakXcode: Xcode is the Apple software interface where you type your app code, compile it and execute (run) it.

Plist: Flexiable XML files where you can store information about your application.

Method: Represent the actions that an object knows how to perform. They're the logical counterpart to properties, which represent an object's data

CocoaPods: Centralized dependency manager, libraries and ecosystem for Xcode projects. The dependencies for your projects are specified in a single text file called a Podfile

CoreSpotlight & NSUserActivity: Allows Apple (but not Google) indexing of key app screens based on the app navigation and specific instances within app screens based on actual use of the app

Google App Indexing SDK: Translates information from CoreSpotlight (and possibly NSUserActivity) into Indexable information that can accommodate Googles App Indexing API

#SMX #31A @SuzzicksApp Manifest: Organizing information for the app like what code it runs, what actions are possible and what permissions are necessary. Let the system know what the components are and under what conditions they can be launched

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How Do You Set Up Deep Links?

#SMX #31A @SuzzicksHow Do You Set Up Deep Links?

Easiest for SEOs

#SMX #31A @SuzzicksHow Do You Set Up Deep Links?

Easiest for App Developers!

#SMX #31A @SuzzicksHow Do You Set Up Deep Links?

Easiest for SEOs

#SMX #31A @SuzzicksDeep Linking Markup Connects App Screens w/ Web PagesWebsite:

App: Enable App Deep Link schemes in your app - ideally with HTTP Schemes in Android, and Universal Links in iOS.

JADON-LD Libraries like http://mobiledeeplinking.org/ can be used to make this process easier with pattern matching, wild cards and regular expressions

http://www.domain.org/product/123domain://product/123

#SMX #31A @SuzzicksIn Android, createintent filters that specifies the scheme, host, and path pattern of URLs that it wants to handle: in this case, https://www.example.com.

To Check the JASON File Links, use this API: https://digitalassetlinks.googleapis.com/v1/statements:list? source.web.site=https://:& relation=delegate_permission/common.handle_all_urls

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Adding in-App Markup for Deep Link Optimization

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You can include Deep App Links as Rel=Alternate in your XML sitemap tooDeep Links in Sitemaps

#SMX #31A @Suzzickshttp://developer.android.com/training/app-indexing/enabling-app-indexing.html36

How Do You Set Up Deep Links?

Easiest for App Developers!

#SMX #31A @SuzzicksSet Up Universal Links, App Indexing SDK & Add Site AssociationFile to the Web Server

App Indexing Elements by OS

App Indexing API

OR

Do NothingCocoaPods ==+++

#SMX #31A @SuzzicksUsing the Android App Deep Linking API

Update the App Code to include Google Play ServicesUpload App Association file to HTTPS Web Serverhttps://domain[:optional_port]/.well-known/assetlinks.json Define Indexable Activities in the AppView/Search/Watch/Like/Listen/Reserve, Etc. (https://developers.google.com/android/reference/com/google/android/gms/appindexing/Action) Modify App Activities with proper API Annotation Each Activity Includes:Title & DescriptionWeb Url, Multiple Web Urls or NullVerify in Search Console If Live, Also Check https://history.google.com/history/ from a Device that Used the App

*No Web Components Required - Will Probably Work When Google Begins Indexing Non-Parity Content

#SMX #31A @SuzzicksNoindex.XML for Blocking App Indexing on Certain Screens

Blocks certain aspects of the app from Google indexingSave it here: res/xml/noindex.xmlReference it from the AndroidManifest.xml with this:

The XML looks like this:

Open For Indexing

Private Indexable to the Private Index

Noindex Blocked from all Indexing

#SMX #31A @Suz