Google in the future will reduce traffic to ‘traditional’ websites as the mobile revolution continues. Learn how you can leverage this exciting new world of Technical SEO via App Indexing, Deep Linking, Structured Data and how to build your own API.
14. @petecampbell
pete@kaizensearch.co.uk
PETE CAMPBELL
/ KAIZEN
• Founder / Managing Director
• Kaizen is a team Content Marketing
& Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
30. @petecampbell
pete@kaizensearch.co.uk
75% OF BUZZFEED’S TRAFFIC COMES FROM
SOURCES OTHER THAN THEIR WEBSITE
27%
23%21%
14%
2%
Facebook Video
Direct Web/App
Snapchat
YouTube
Facebook Referral
Facebook Image
Other Platforms
Organic SEO
43. @petecampbell
pete@kaizensearch.co.uk
<!doctype html>
<html amp>
<head>
<meta charset="utf-8">
<title>5 Reasons Every Marketer Should Learn to Code - Kaizen</title>
<link rel="canonical" href="https://www.kaizensearch.co.uk/blog/seo/5-reasons-
marketers-should-learn-to-code/" />
<script src="https://cdn.ampproject.org/v0.js" async></script>
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1
normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-
start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}
@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript>
</head>
<body>
<h1>5 Reasons Every Marketer Should Learn to Code</h1>
<p>You’ve probably heard it a couple times already – read a clever article on Moz
or from your smug colleague’s boasting over a cup of coffee in the morning: the next
marketing must-have skill is coding.</p>
</body>
</html>
https://www.kaizensearch.co.uk/blog/seo/5-reasons-marketers-should-learn-to-code/amp/
AMP Code In Action
49. @petecampbell
pete@kaizensearch.co.uk
BEST PRACTICES FOR GOOGLE AMP
ü Add rel=“canonical” tags on AMP Pages
ü Use rel=“AMPHTML” on the non-AMP version
https://www.ampproject.org/docs/guides/discovery.html
ü Built in Support for Google Analytics
https://developers.google.com/analytics/devguides/collection/amp-
analytics/#supported_user_interactions_for_google_analytics
ü AMP Report in Search Console to Track Performance
https://support.google.com/webmasters/answer/6328309
53. @petecampbell
pete@kaizensearch.co.uk
HOW TO IMPLEMENT APP INDEXING
1. Add Support for HTTP URLs
2. Use App Indexing API or SDK (iOS9)
3. Test in Android Studio or Safari
4. Register in Google Search Console
5. Monitor via Search Analytics Report
https://developers.google.com/app-indexing/android/app
http://apple.co/1UMgEkf
56. @petecampbell
pete@kaizensearch.co.uk
LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS
‘ORGANIZATION’ SCHEMA
REQUIREMENTS
• 150px x 150px Logo
• Customer Service Number
• Social Media URLs
SUPPORTED SOCIAL PROFILES
• Facebook
• Twitter
• Google+
• Instagram
• YouTube
• LinkedIn
• Myspace
• Pinterest
• SoundCloud
• Tumblr
70. @petecampbell
pete@kaizensearch.co.uk
YOU BUILD A URL TO REQUEST YOUTUBE VIDEO INFO
Create a Project to Get API Key:
https://console.developers.google.com/apis/library
https://www.googleapis.com/youtube/v3/videos?
id=EI0ib1NErqg&key=APIKEY&fields=items(snippet(title,descripti
on,thumbnails(default(url))))&part=snippet,contentDetails
Requests Video Title
& Description
Requests Thumbnail URL
71. @petecampbell
pete@kaizensearch.co.uk
AND GET A RESPONSE IN JSON CODE
Create a Project to Get API Key:
https://console.developers.google.com/apis/library
{
"items": [
{
"snippet": {
"title": "Game of Thrones Season 6: Trailer #2 (HBO)",
"description": "Subscribe to the Game of Thrones YouTube: http://itsh.bo/
10qIOannnGame of Thrones Season 6 premieres April 24th at 9PM.",
"thumbnails": {
"default": {
"url": "https://i.ytimg.com/vi/EI0ib1NErqg/default.jpg"
}
}
}
}
]
}
78. @petecampbell
pete@kaizensearch.co.uk
GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
“SEARCH FOR [KEYWORD] ON [APP NAME]”
Intent Action Context
https://developers.google.com/voice-actions/system/
Google-Approved
API Commands Only
79. @petecampbell
pete@kaizensearch.co.uk
GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
http://apple.co/1YilYuO
Use NSUserActivity to build index
of App Content & Search Activities
Eligible Activities Only
Appear on Siri
No Siri API Yet