Google, Bing and Yahoo search engines are stepping down as Apple changes things. This engaging SMX East session “How Apple is Evolving in Search: From Siri to Safari to Spotlight” examines the many ways Apple products impact search and what marketers need to know and do about it. topic. Moderator: Danny Sullivan, Founding Editor of Search Engine Land (@dannysullivan) Speaker: Emily Grossman, Mobile Marketing Specialist, MobileMoxie (@goutaste) Emily Grossman: Marketers should take Apple's bypass to land of engagement How Apple is Evolving in Search: From Siri to Safari to Spotlight - Suzzicks ' SMX East 2015 Most people at SMX will talk about Google, Bing, and Yahoo. But today's session is all about Apple. Why Apple? Apple is growing in terms of hardware. TechCrunch reported 3,000 iPhone sales per minute. Devices sold by Apple are universal, from laptops to televisions. In 2013, CEO Tim Cook said that Apple was not a hardware company and that there were many other things they wanted to do to increase revenue. Apple owns these marketplaces: App Store and Apple Music.
These markets are threatened by YouTube, Google Maps, Google Play and Google Search. Google search provides information for free on an independent marketplace. In some ways, search has become the ultimate threat to Apple. Apple has created three tools to combat the threat of search engines: Three Apple SMX East tools Spotlight : Lets you search for content on your device, web content, and other content as Apple presents it. Siri: Similar to Spotlight, but searches are performed by voice command. Safari: This mobile browser has been fetching Apple-suggested results for quite some time now (i.e. Apple-suggested search results in Safari). Apple wants us to think of these three tools collectively as search. Mac users grow and stay loyal Mac users increase SMX East The Safari browser holds 53 percent whatsapp电话号码列表 of the mobile market share as iPhone users are unlikely to change their default browser. Apple uses its three tools to Cut Online, Cut Google, and Cut Web.
Apple removes Google SMX East Borrow Apple's bypass to get into traffic (or engagement)! Grossman gives this caveat: don't take this as more Google or more SEO. We are not in a situation where Apple has global market share for search. Don't give up on your Google SEO. Line cut Predictive search — Apple has a less sophisticated version of predictive search than Google Now. But Apple predicts queries and suggests results even before the user runs the search. Cut out Google Spotlight and Siri by default use Bing search over Google search to suggest search queries. Siri and Spotlight use Bing, and Twitter is even offered as an alternative search source ahead of Google. Safari still defaults to Google but offers alternative options. Slice the Web Apple does this by suggesting map locations, emails, phone contacts, and most importantly apps . We think of search engines as organizers of web content. Apple tries to suggest as much information as possible outside of the web. Siri suggests Contacts, Apps and Apple Maps (in iOS9) first. For a specific suggested location, the rich results are from Apple Maps, not Google Maps. They provide instructions and an aggregated data screen for a phone number and website. This is powered by Apple Maps Connect. Grossman suggests:
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