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Andrew ShotlandCEO, LOCALSEOGUIDE.COM
Search DifferentUnderstanding Apple’s “New” Search Engine
Local Search Advantage WorkshopSMX East, NYC 09.26.16
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/about-us
10 years of Multi-Location & Enterprise SEO for Brands & Agencies
Think Apple Maps Suck?
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You Know What Doesn’t Suck?
http://www.asymco.com/2016/08/18/counting-apples-customers/
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64MM People In U.S. Use Apple Maps
https://www.comscore.com/Insights/Rankings/
Apple’s Local Search Evolution
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Spotlight Search’s Desktop Evolution
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Spotlight Search’s Desktop Evolution
Apple “Quietly” Skimming The Best Queries?
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iOS 9: The Search Game-Changer• Siri• Spotlight• Safari
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iOS9 Search: Siri• Apple Maps• Bing Search• App-Specific Commands
• “Open”, “Play”, “Call”, etc.
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iOS9 Search: Safari• Apple
Maps• App
Content• Suggested
Websites
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iOS9 Search: Spotlight• App Content• Websites• Bing Search
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And Don’t Forget About…
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Apple News
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Oh Yeah…Apple TV + Siri
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So What’s Apple’s Game?
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So How Can You Play?
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Two iOS Search Indexes
Applebot crawls + “Standard SEO” User-created content/engagement with
apps on user’s device
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Spotlight Search Algorithm Test• Enter query• Click on first Best Buy Locator
result• Repeat query• Record rankings• Click on first Best Buy Locator
result in “pack”• Repeat
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Query = “tv”Result # 1 2 3 (Accidental
Click on Contacts)4 5
1 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go 1 App Xfinity TV Go
2 3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 “TV” Contacts: Tim Villaneuva, Amy Vernon?
3 3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
3 Apple Music “Townes Van Zandt”
4 1 Podcast 1 Podcast 1 Podcast 1 Podcast 1 Podcast
5 1 iCal event 1 iCal event 1 iCal event 1 iCal event 1 iCal event
6 3 BB 3 BB 1 iMessage 3 BB 3 BB
7 1 iMessage 1 iMessage 3 mail 1 iMessage 1 iMessage
8 3 mail 3 mail 2 Notes 3 mail 3 mail
9 2 Notes 2 Notes 3 videos 2 Notes 2 Notes
10 3 videos 3 videos 3 BB 3 videos 3 videos
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Query = “appliance”Result # Query #1 2 3 4 5
1 2 suggested websites
1 BB 2 BB 3 BB 3 BB
2 3 maps 2 suggested websites
2 suggested websites
2 suggested websites
2 suggested websites
3 1 podcast 3 maps 3 maps 3 maps 3 maps
4 3 mail 1 podcast 1 podcast 1 podcast 1 podcast
5 3 BB 3 BB 3 BB 3 BB 3 BB
6 Wikipedia 3 mail 3 mail 3 mail 3 mail
7 3 Bing Wikipedia Wikipedia Wikipedia Wikipedia
8 3 Bing 3 Bing 3 Bing 3 Bing
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Spotlight Search Algorithm• The app must contain the keyword or some close variation to
rank
• The more you use an app the more likely it is to show up, regardless of what you use it for
• The more common a keyword the more likely irrelevant results are to rank
• Content/engagement ratio appears to be a non-factor at the moment
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How Yelp “SPAMs” Spotlight Search
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Apple Maps Search Does Suck
If Keyword Not Mapped To Biz Name or Category U R Screwed…
SIRI Doesn’t Get It Either…
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Voice Search is Your Frenemy
Apple Maps Ranking Factors•Category relevance to query•Keyword in business name•Proximity to searches’ centroid (user’s and/or city’s)•Yelp Meta Data (e.g. $$$$) – Unclear how important reviews are for rankings, but likely affect CTR.
Broad Geo Queries Can Lie…
Dupes Can Screw Up Categorization & Rankings
There are two dupe listings in
MapsConnect.
UNCLAIMED LISTINGCategory: Hardware Stores, Keys & Locksmiths
CLAIMED LISTINGCategory: Keys & Locksmiths
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A Picture Is Worth a 1,000 Lost Reservations…
Sources
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The Mysterious Case of DCNine Nightclub
https://www.tomtom.com/mapshare/tools/https://mapsconnect.apple.com/http://www.openstreetmap.org/http://www.flickr.com
Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-38.html for geospatial & business listings sources.
(Warning: Updates to new URL every few months)
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Patience Grasshopper, Patience…
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Monitor for Legacy Business Problems• Moving Locations• Changing Phone #s• Rebranding• Acquisitions• Disasters• Crappy Local Listings Management Vendors You Hired Previously Because You Were Cheap…
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Near Term Considerations:• Make sure your business data is up to date on Apple
Maps• U.S. Data Providers:
- mapsconnect.apple.com- Axciom- Booking.com- Factual.com- GasBuddy.com- GreatSchools.com- Neustar Localeze- Parkopedia- TripAdvisor.com- Yelp.com
Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-38.html for geospatial & business listings sources.
(Warning: Updates to new URL every few months)
Near Term Considerations• Claim all dupes and shut them down or recategorize them to the category you want to display
• Get as many people as possible to report incorrect categorizations in Apple Maps via “Report an Issue” UI
• Update Apple Maps data aggregators, including TomTom & OSM, to make all categorization as consistent as possible
• For non-category keywords, like “copy keys”:• Target Bing rankings for SIRI queries • Implement app indexing on your iOS app • Mark-up website location pages with http://schema.org/Organization using the correct categorization.
• If all else fails, consider submitting via one of these providers as their data is likely more• Brandify (Where2GetIt)• DAC Group• Location3• MomentFeed• PositionTech• RioSEO• SIMPartners• Yext
One More Thing…
Millions of More Things…https://maps.apple.com/place?address=122%20W%20Neal%20St%0APleasanton%2C%20CA%20%2094566%0AUnited%20States&auid=4717289857834049159&ll=37.660145128309622%2C-121.87523612755341&lsp=9902&q=Hap's%20Original%20Steaks%20%26%20Seafood
URLS = AM ID + Lat/Long + Name
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Further Reading• AppleMapsMarketing.com• iOS App Search Programmer Guide• Yext:Optimizing Local Search for iOS9 (reg req’d)
TL;DR?
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