How Apple's Changing Up Search - SMX West 2015

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:

Or maybe this, too:

But I’m going to talk about Apple:

Why Apple?iPhone sales by fiscal quarter (in millions)

And Growing…

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

Apple owns these markets: Which could be threatened by these markets:

Enter Spotlight, SafariSpotlight – Searches on-device content and web- iOS 8 and Yosemite

Safari – Searches web content- Default browser on Apple Devices

And their sidekick, Siri!on-device and web search (similar to Spotlight)

Mac Users Are Growing (And Loyal)

Microsoft Windows 10 Event

And even MORE market share in mobile browsing

Worldwide Mobile BrowserMarket Share 2/2014http://bit.ly/mobile-browser-share-2014

Apple is using Siri, Safari, and Spotlight to:

Cut in Line

Cut in Line Cut out Google

Cut in Line Cut out the Web

Cut out Google

Predicting search queries and placing

Apple’s own suggested results ahead of search

Cut out Google

Defaulting to Bing search over Google

search for suggested search queries (Spotlight,

Cut out Google

Defaulting to Bing search over Google

search for suggested search queries (Spotlight,

Suggesting apps, maps locations,

emails, and phone contacts

Ride the Apple bypass into traffic-land!

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…

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

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

Twitter

CUTTING OUT THE WEBSuggesting apps, maps locations, emails, and phone contacts

Suggested Specific

Location

Rich Results from Apple Maps not Google Maps

Suggested Location Grouping

Rich Results from Apple Maps - not

Google Maps

Win with Local

Put Your Business On Apple Maps:

YelpLocalezeTomTom (Tele Atlas)InfoUSAAcxiom

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

Get users to DL your keyword-rich .vcf file & cut the line on their phones!

Suggested Emails/

Messages (Spotlight

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

Spotlight (iOS) will Crawl App Titles – Even on Installed Apps

“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!

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)

-Try Apps

If this is a problem you face, a keyword targeted app OR maps listing is your best bet in Spotlight

The Frontier ProblemExact match domains issue on Safari, too

The Google suggestions appear to understand searcher intent better

My mom’s 2011 email performs better than Frontier’s recent “check in” email.

Subject lines matter more than email domains.

Spelling Mistakes

Contact@mobilemoxie@goutaste

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