SMX East 2012
Recap of Meet Siri: Apple’s Google Killer
I started this post sitting at a table with Bill Slawski and several other SEOs awaiting for the opening presentation. Lots of carb-ilicious breakfast foods. Check. Coffee, coffee, coffee. Check. Talks of algorithm updates and jabs at me for typing as if I had I was texting on a full-size keyboard. Sigh, check.
This was my first attempt live blogging session, so it’s going to be rough. Buckle up. Update: the wifi apparently didn’t have an all-access pass and couldn’t make it to the session, so this can no longer be considered a “live blog post”.
Links to Slideshare presentations will be added as they become available.
Greg Sterling opens the presentation: Meet Siri: Apple’s Google Killer
Survey: 11.1% users stated that they use Siri to search the web (more than Bing or Yahoo)
Announces new product: Yapple Maps (not really.)
Bryson Meunier @brysonmeunier from Resolution Media
Is Siri a Google Killer?
Presentation Summary:
He asks Siri, “Siri are you a Google killer?”
Siri: We’re talking about you, not me.
Siri gets 60% of its answers from Google.
Siri assumes local intent even if the query isn’t local.
Siri is not a search engine.
“Siri doesn’t currently have the reach” for effective targeting.
To optimize for Siri, optimize for Google, especially for local queries. Also consider the relevance of the user’s intent.
Read the 2010 article by Maryam Kamvar Garret and Doug Beeferman Google Search By Voice: A Case Study [PDF]
“Local and shopping queries are most likely to be spoken due to hands-free navigation.”
Andrew Shotland of Local SEO Guide
How to Optimize Your Business for Apple Maps
(Alternate Title: Think Apple Maps Suck?)
Presentation Summary:
1 Billion iOS by 2015
Top 5 OS, iOS is 5, Windows is number 1
Apple Maps gets data from Localeze and Yelp
Reviews only pulls in latest 3 (doh!)
Increase Yelp reviews: Write a Tip
Pics should be used for scrolling otherwise you see a map view
Localeze Premium Sub 297 per year
New site announced: AppleMapsMarketing.com
Will Scott of Search Influence
Why Online Marketers are Rethinking Yelp
Presentation Summary:
In 2015, according to Kelsey, mobile search will surpass desktop
Apple Maps Ecosystem Infographic
Yelp ranking: keywords in content and reviews with keyword content
Siri with Yelp Rankings:
- Proximity (Move to the neighborhood level in Yelp)
- Ratings
- Category
See also: Matt Siltala’s Presentation on Siri Optimization from SMX Advanced 2012
In addition to all of these things, do good local SEO
Keyword Research for Siri
Natural Language
Include categories and taxonomies
Random Fact: 50% of mobile searches have local intent (waiting to be verified by Google)
Bill Slawski of WebiMax
Google Will not go Gentle into that good night: project glass
Presentation Summary:
Siri is smarter than what we’ve seen on iPhone previously
Short Term and Long Term Memory
“At its heart, Siri has a learning ontology that understands your intent.”
Domain models, task flow, dialog flow, domain entity, vocabulary and more
Google Now
User behavior
Location information
Contextual information
Google Field Trip (referred to as Google Here)
Knowledge Base Information
Alerts based on location
Possibly the first evidence of Google Glass
Then came Google Goggles
All about recognition of faces, products, landmarks, art, bar codes etc.
Think of Google Glass being used indoors, such as a mall
Templated Maps
All of the above presentations were awesome and I highly recommend you follow each of the speakers on Twitter and subscribe to their RSS feeds.
Also follow the action on Twitter #smx and follow @beebow and @akvileharlow for live SMX East 2012 coverage!
