How Deep Linking will Enable Private Indexing and Drastically Change the Future of Mobile Marketing & SEO

1. @Suzzicks MobileMoxie #SMXMunich
The Future of App Indexing

2. @Suzzicks MobileMoxie #SMXMunich
Google Talks About
Apps in Autocomplete
@Suzzicks MobileMoxie #SMXMunich
Surfaced through the
Google App Indexing API

3. @Suzzicks MobileMoxie #SMXMunich
But There Is More
Going on Here…
@Suzzicks MobileMoxie #SMXMunich

4. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
A “Phone” Universal in Google Search App/
Google Now

5. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
A “Phone” Universal in Google Search App/
Google Now
My logged-in Chrome app history/ activity

6. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
A whole app installed on my phone.
My logged-in Chrome app history/ activity
A “Phone” Universal in Google Search App/
Google Now

7. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
A whole app installed on my phone.
A deep link to my friend’s contact
card!
My logged-in Chrome app history/ activity
A “Phone” Universal in Google Search App/
Google Now

8. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
A whole app installed on my phone.
A deep link to my friend’s contact
card!
Deep links to play my music - called
“Listen Actions”
My logged-in Chrome app history/ activity
A “Phone” Universal in Google Search App/
Google Now

9. @Suzzicks MobileMoxie #SMXMunich@Suzzicks MobileMoxie #SMXMunich
A whole app installed on MY phone.
A deep link to MY friend’s contact
card!
Deep links to play MY music - called
“Listen Actions”
MY logged-in Chrome app history/ activity
A “Phone” Universal in Google Search App/
Google Now

10. @Suzzicks MobileMoxie #SMXMunich
Relevant
“My”
Queries That
Can Target
Private Index
@Suzzicks MobileMoxie #SMXMunich

11. @Suzzicks MobileMoxie #SMXMunich
Google App Also Has
User-Specific Android
Deep Links (From API)
Deep links to previously-viewed content in an Android
App with Web Parity that uses the App Indexing API…
@Suzzicks MobileMoxie #SMXMunich

12. @Suzzicks MobileMoxie #SMXMunich
Google App Also Has
User-Specific Android
Deep Links (From API)
Deep links to previously-viewed content in an Android
App with Web Parity that uses the App Indexing API…
… Not private data, but privately indexed
@Suzzicks MobileMoxie #SMXMunich

13. @Suzzicks MobileMoxie #SMXMunich
3rd Party Apps Can’t Index Private Data
Because… Web Parity…?

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When Google Stops Requiring Web Parity
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15. @Suzzicks MobileMoxie #SMXMunich
When Google Stops Requiring Web Parity
@Suzzicks MobileMoxie #SMXMunich

16. @Suzzicks MobileMoxie #SMXMunich
Google is Amassing a Private
Index: Picture Your Brand Here
Photos from Google Photos
Contacts in Google Contacts
Search History from Chrome
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17. @Suzzicks MobileMoxie #SMXMunich
Personal Index Can
Surface Specific
Emails
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18. @Suzzicks MobileMoxie #SMXMunich
Aggregated Data From
Google Apps:
Gmail, Calendar,
Maps, Contacts…
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19. @Suzzicks MobileMoxie #SMXMunich
Combining
Sourced Data
With Feeds
For A Richer
Interface
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20. @Suzzicks MobileMoxie #SMXMunich
Photos
Results on
Android
Are Also
Deep Links
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21. @Suzzicks MobileMoxie #SMXMunich
Use
Machine
Learning
Image
Recognition
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22. @Suzzicks MobileMoxie #SMXMunich
See Which Devices
are Sharing Info With
The Private Index
@Suzzicks MobileMoxie #SMXMunich

23. @Suzzicks MobileMoxie #SMXMunich
Read More About The Private Index…
http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719
@Suzzicks

24. @Suzzicks MobileMoxie #SMXMunich
Non-Parity Indexing
 Could be possible with the Google App Indexing API – theoretically could index
deep links without a corresponding web URL

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Not Many Apps Using App Indexing API
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26. @Suzzicks MobileMoxie #SMXMunich
A Ranking Factors Dilemma for Google
How Do You Rank Apps-Only Vs. Web Only?
App-Only Ranking Factors:
 Installation
 Technical Implementation
 Engagement
Web-Only Ranking Factors:
 On-Page Optimization
 Site Speed
 Links
 MobileFriendliness

27. @Suzzicks MobileMoxie #SMXMunich
What About iOS Apps?
We Have No
Engagement Data for
Them – No
Bi-directional API

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Google Now & Now on Tap
@Suzzicks MobileMoxie #SMXMunich

29. @Suzzicks MobileMoxie #SMXMunich
An Open Google Now API?

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How Would it Rank Competitors?

32. @Suzzicks MobileMoxie #SMXMunich
This Means Google Needs Engagement Data for
Google Now…
...
@Override
public void onStart() {
super.onStart();
mClient.connect();
AppIndex.AppIndexApi.start(mClient, getAction());
}
@Override
public void onStop() {
AppIndex.AppIndexApi.end(mClient, getAction());
mClient.disconnect();
super.onStop();
}...
Full code sample here: bit.ly/appindexingAPIcode
“Can Haz Engagement Data?”
-Google

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…And Apps Need to Focus on Good
Engagement To Win At Google Now
@Suzzicks MobileMoxie #SMXMunich

34. @Suzzicks MobileMoxie #SMXMunich
Monetization of Google Now

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App Streaming

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Potentially a Cross-OS App Solution?
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37. @Suzzicks MobileMoxie #SMXMunich
But App Streaming Has A Connection Requirement…
@Suzzicks MobileMoxie #SMXMunich

38. @Suzzicks MobileMoxie #SMXMunich
But App Streaming Has A Connection Requirement…
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Not Common for World-Wide
Mobile Use

39. @Suzzicks MobileMoxie #SMXMunich
Read More About App Streaming &
Connection Speed
http://searchengineland.com/android-marshmallow-seo-series-sponsored-google-now-cards-23-234719
@Suzzicks
More thoughts on App Streaming and connection
speed:
bit.ly/mobileconnectionspeed
@Suzzicks MobileMoxie #SMXMunich

40. @Suzzicks MobileMoxie #SMXMunich
Summary
 Think About Private Indexing – Indexing User
Activities AND Eventually Indexing Private User
Data
Prepare for Google Now API – Increase Your App
Engagement
Prepare for App Only search results – Look into
App Streaming if you are App-Only