Web Talk

What’s Changed Now?
News You Need to Know for Your Website

Surgeon’s Advisor | www.surgeonsadvisor.com | bkoontz@surgeonsadvisor.com 305.763.8011 ext. 117 Page | 1
Table of Contents
The Importance of Mobile Optimization ........................................................................................ 2
Mobile Media on the Rise........................................................................................................... 2
Mobile vs Desktop Device Usage................................................................................................ 3
Time of Day Dictates Device Usage ............................................................................................ 4
Mobile First................................................................................................................................. 4
Responsive Design .......................................................................................................................... 5
User Experience and Google........................................................................................................... 6
Back to Basics.................................................................................................................................. 8
Stabilization................................................................................................................................. 8
Fixing Technical Errors ............................................................................................................ 8
Penalties.................................................................................................................................. 9
Content Analysis and Issues.................................................................................................. 10
Toxic Link............................................................................................................................... 11
What You Should Know About Structured Markup...................................................................... 12
What Are Rich Snippets? .......................................................................................................... 12
What is Schema Markup?......................................................................................................... 13
Rich Snippets Driving Results for Voice Search ........................................................................ 14
Organization of Schemas .......................................................................................................... 14
Useful Resources....................................................................................................................... 14
How is Your Brand Online? ....................................................................................................... 15
Voice Search.................................................................................................................................. 16
What are People Searching For? .............................................................................................. 16
Tips to Optimize for Voice Search............................................................................................. 17
Be Mobile.............................................................................................................................. 17
Be Local ................................................................................................................................. 17
Get (Positive) Reviews .......................................................................................................... 17
Be Semantic .......................................................................................................................... 18
Answer Questions................................................................................................................. 19
Is SEO Dead? ................................................................................................................................. 19
Focus on Mobile First................................................................................................................ 20
Make engagement obvious and easy. ...................................................................................... 20
Create a Website Experience.................................................................................................... 20
Conversion Rate Optimization...................................................................................................... 21
Understanding Google Analytics................................................................................................... 21
Bing (!)........................................................................................................................................... 22
Apps Are Being Indexed................................................................................................................ 23
Get more users for your app................................................................................................. 23
Keep your users coming back ............................................................................................... 24
APP Resources....................................................................................................................... 24
References: ................................................................................................................................... 25

The Importance of Mobile Optimization
It was predicted that in 2014 mobile internet users would overtake desktop internet user. As
you can see in the graph below, that occurred in the early months of 2014 and continues to
grow at a rapid pace.
Mobile Media on the Rise.
This recent finding indicates that we have gone beyond this prediction and this trend continues
to steadily incline. In the U.S., mobile digital media time has overtaken desktop media time at a
comparison of 51% to 42%.
Comscore. Mobile Stats Vs Desktop Users - Global. Web. 3 Nov. 2015.
It’s evident that it is more essential than ever to provide users with a more satisfying mobile
experience if you hope to surpass your competitors who are already implementing this.

KPCB. Time Spent per Adult User per Day with Digital Media. Web. 3 Nov. 2015.
Mobile vs Desktop Device Usage
The mobile device usage trend in comparison to all screen use is further evidence that we have
already passed the predictions about increased mobile versus desktop device usage.
KPCB. Time Spent on Screens by Orientation. Web. 3 Nov. 2015.

Time of Day Dictates Device Usage
Comscore. Device Performances throughout the Day. Web. 3 Nov. 2015.
As the graph above shows, there is a steady rise in mobile and tablet device usage through the
early evening and prime times frames. There is also a steady decrease in PC usage during the
same period of time. This is why more digital marketers are advising clients to use a mobile
first strategy.
Mobile First
Most business owners with a website have probably heard the phrase mobile first by now. If
not then you are definitely missing the boat. The idea behind the mobile first strategy is to go
back to the drawing board and rethink what your website user experience goals should be. This
goal should help you re-think and re-shape how you will not miss out on the largest growing
demographics of new potential patients, the Millennials.
There are many things that this strategy should involve. The first step however should be to
make your website able function properly across multiple platforms. The idea is to deliver the
most ideal user experience regardless of their device they are viewing your website on. A
simple way to start this process is to build your website using responsive design.

Responsive Design
Responsive web design is created with congruity in mind. Its main function is to create an ideal
and easy-to-use viewing and interaction experience for website visitors across many devices
including desktop computers, tablets, and mobile phones. Responsive web design offers simple
navigation with minimal resizing, panning, and scrolling when scaling from desktop monitors to
mobile phones.
Top 5 Advantages of Responsive Design
● Super Flexible
● Better User Experience
● Cost Effective
● Recommended by Google
● Easier to Manage

User Experience and Google
As Google continues to modify how sites are being
found on the web, they are putting more and more
weight on the “User Experience.” A user experience
refers to the overall experience an end user has
when using products such as a website or computer
application, especially in terms of how easy or
pleasing it is to use.
Now that we know Google finds this very important
in measuring a site, how can you tell that your
website is user friendly?
The best tool to use is Google's Developer Tool called
PageSpeed Insights.
Here is a link to the tool:
https://developers.google.com/speed/pagespeed/insights/
Simply type your website URL into the input field and click the analyze button. Google will then
analyze your website and assign a numeric grade score from 0 to 100. The closer to 100, the
better. Another great aspect of this tool is that Google will tell you specifically what needs to
be fixed in order to get a better user experience score.
In our first example, we look at a well optimized mobile website and see that it is scoring
extremely well with a 96/100 score. Even with this high of a score, Google still offers
recommendations on how to get a higher score.

As a rule of thumb, the most important basic items to look at for any site are the following
items:
● Leverage Browser Caching
● Minify CSS and JavaScript files
● Optimize Images
● Enable Compression

Back to Basics
Stabilization
Fixing Technical Errors
A) Poor Navigation
Visitors will not engage with a website when they cannot easily navigate through it.
Examples of 'low authority' are little engagement, navigational and technical issues. A search engine’s
purpose is to show relevant resources - a website is not going to rank in that search engine if its content
is incorrect or considered not helpful to its visitors.
B) Images That Are Not Search Friendly
The way a website is designed can impact how it's ranked on the search engines.
It doesn't matter what intriguing fonts or vivid colors are being used to make a website more alluring to
others. Google still portrays it as an image, but by utilizing a variety of web fonts, HTML and CSS, it is
obtainable to keep the alluring look and still have great SEO by making all of the elements of text inside
the banner as live text.
C) Improper Redirects and Broken Links
Sometimes a web page, or an entire site, needs to be moved to a different URL. It is considered best
practice to use a 301 redirect to push visitors to the correct page on your site. Google believes this is
the best way to ensure your traffic finds what they are looking for.

Rebuilding a website without using a SEO that has a high reputation can put your website in danger of
having links and URLs from the previous website set up incorrectly to the new site. To prevent this, the
web designer needs to set up 301 redirects from the previous website to the new website so that
visitors come across the previous pages they will be able to view the correct page on the new site and
pass along the link juice to the your site.
The web designer needs to find all "404 not found errors" on the website and use 301s to redirect users
to the updated pages. It's easy to locate the 404s by using the Google Webmaster Tools - and it's
especially helpful on larger websites.
D) Keyword URLs
Sometimes complicated URLs are formed for CMS and blog platforms and it can hurt the search engine
reliability and lower the click through ratings. Example:
"index.php?p=4934" at the end of the URL instead of a keyword explaining the purpose of that
particular page, such as: "plasticsurgeon.com/tummytuck".
It's important to have correct 301 redirects on the previous URLs. Websites that have keywords and are
easy to read and understand for both search engines and users are called SEO-friendly URLs and are
important because you want your website to be easily ranked and indexed.
Depending upon your CMS (content management system) such as WordPress and Drupal, you may be
able to apply a site wide template to your entire site.
E) Slow Page Loads
Be certain that your website is optimized for speed as much as possible, especially when it contains a lot
of different elements (images, videos, CSS style sheets, JavaScript code, etc), because pagespeed is
imperative for good user experience and search rankings.
By scanning your pages though GTmetrix or Google PageSpeed Tools, page-speed tests, and taking
some of the recommendations they provide, you can help your page load considerably faster and deliver
a much better user experience.
Another page speed problem could be your web hosting service. Shared hosting is fine, however, for
larger businesses, it's suggested to use a dedicated server because it will give you full control over your
website.
Penalties
Google has a tendency to penalize sites for engaging in those practices that go against their webmaster
guidelines. These penalties are sometimes the result of an algorithm update or even possibly by a manual
review by Google themselves. Google penalties can lead to ranking issues for your website pages, for specific
keywords, or even for just a single specific page. Any drop in rankings accompanies a major drop in traffic for
the site.
To find out if a website has been affected by a Google penalty, website owners can use Google Webmaster
Tools (Search Console) as well as analyze the timing of their traffic drop with the timing of known Google
updates.

Content Analysis and Issues
According to Google Webmaster Tools, duplicate content that is very similar or an exact match
as content that resides on another website can can have a negative repercussions. This
becomes the main concern for many SEO professionals. Because Google's crawlers cover a lot of
ground, the search engine cannot keep all of the data, especially when Google has to visit every page
constantly, finding amendments or new substance. When something slows Google's web crawling, it is
not welcome. Obstacles such as websites that were created "on the fly" by a database content-driven
system tend to be configured incorrectly from an SEO standpoint because they consistently create many
pages or URLs that have the same content.
Other sources of duplicate content include the use of both plain and SSL encrypted versions of the site;
having no preference for a www.domain.com versus domain.com (without the www); blog tags; and
syndicated RSS feeds.
As mentioned previously, some content management systems (CMS) have tagging and archiving
parameters that can result in having duplicate content on your website.
It's suggested to search for duplicated content by having your website crawled to allow Google to see
the relative value of numerous URLs. Using "robots.txt" (a file that lets you control how Google's bots
crawl and index your public Web pages) to let Google know what particular directories and folders are
not worth crawling.
Canonical tags can help with duplicate content issues. By applying the rel="canonical" link element to
point out the chosen URL, Google and other search engines will then know which of many URLs are
duplicate pages and which ones to favor for indexing by Google's bots.

However, for international websites, it's suggested that using the rel="alternate" hreflang code within
the <head> tag of every page to identify the geolocation related to the content in a much more targeted
language is recommended when more than one country and foreign language is involved. Because these
websites end up with duplicated content, another remedy is to use IP detection to point to the correct
language version of your site based on where the user is located.
Another duplication of content happens when a website has a URL that starts using “www” and can also
be found when not using the “www.” Google treats these as two separate pages which can lead to the
duplication issue. One way to check if your site suffers from this incorrect setup is to enter the URL with
and without the "www" to see if they redirect to one or the other. If they both work without any
redirecting, then the website is not set up correctly. If it does, then go to Google Webmaster Tools >
Settings > Site Settings and see if there is a particular version you like instead. Get a professional to help
you figure out which version to use if you are not certain.
Many websites end up with a variety of different home pages that are reached through different URLs
causing duplicate content issues. This can mean any link the website receives is shared to all of those
different URLs. This issue can be fixed by picking one of the URLs as your main one, and once you choose
it, you need to stick with it. The other URLs should point to the main one by using a 301 redirect.
Optimized Tools
Proper tracking can give you the proper information. What should you be tracking?
● Clicks to call
● Demographics
● Correct goal tracking
● Ensure Spam Referral blocks
● “NP” keyword hack
● Traffic or goal alerts increases or decreases
Toxic Link

What You Should Know About Structured Markup
The typical way for your content to be interpreted online is called "Structured data markup."
When this structured data is incorporated into websites, that data can be used to better index
that content and can significantly add it to the top of search results while also helping it show
up in voice searches such as voice answers, maps, and Google Now.
Structured data markup allows website content to qualify for two types of Google features:
● Enhanced presentation in search results -- achieved by adding basic structured data
that is suitable to the content. Rich Snippets, Breadcrumbs, or Sitelinks Search Box can
improve a site's search result.
● Answers from the knowledge graph -- As you become influential with particular
content, Google can take the structured data from your website and interpret it as
accurate and transfer it into the Knowledge Graph; powering important answers in
Search and Google. Dependable information on organizations, reviews on movies,
events, music and video games are examples of features that are offered.
What Are Rich Snippets?
Some data can also be used to create and display Rich Snippets to be visible in search results.
For example, the image shown previously is a Rich Snippet in a search result for a recipe and
includes an aggregate star rating and the number of reviews.
● Product - Information about a product, including price, availability, and review ratings.
● Recipe - Recipes that can be displayed in web searches and Recipe View.
● Review - A review of an item such as a restaurant, movie, or store.
● Event - An organized event, such as musical concerts or art festivals, that people may
attend at a particular time and place.
● Software Application - Information about a software app, including its URL, review
ratings, and price.
Here is an example of rich snippets in action.
You can see that the coding within the site identifies who the surgeon is and what their reviews
look like.
The above code will yield the following results within google searches.

What is Schema Markup?
Schema markup is code that is placed on a site to help search engines gather more useful
results for searchers. Sometimes it is referred to as “Semantic Vocabulary.”
Correct terms are utilized in the schema markup in order to display the accurate rich snippet.
Below is a list of the schema with its matching rich snippet that is displayed.
itemReviewed (required*) Thing The item that is being reviewed. This needs to
be a valid schema.org type. * If the review is
embedded into another schema.org type
using the reviewproperty, the itemReviewed
property can be omitted.
reviewBody Text The actual body of the review.
author (required) Person or
Organization
The author of the review. The reviewer’s
name needs to be a valid name.
datePublished Date The date that the review was published, in
ISO 8601 date format.
reviewRating Rating The rating given in this review. A nested
schema.org/Rating or more specific subtype,
most typically AggregateRating.
reviewRating.ratingValue Number A numerical quality rating for the item.
reviewRating.bestRating(required*) Number The highest value allowed in this rating
system. * Required if the rating system is not
on a 5-point scale. If bestRating is omitted, 5
is assumed.
reviewRating.worstRating
(required*)
Number The lowest value allowed in this rating
system. * Required if the rating system is not
on a 5-point scale. If worstRating is omitted, 1
is assumed.
publisher Organization The publisher of the review.

Rich Snippets Driving Results for Voice Search
Voice search is expected to be the next big trend to make its way into the digital marketing
world. For those who have already incorporated Google’s SEO recommendations as law, are
now faced with next challenge of search queries coming from voice recognition software rather
than simple text.
Google had already begun incorporating direct answers in response to voice search and they
becoming universal even in text based searches. For example, if you ask your phone “When
does Daylight Savings Time end?” Google will pull up the top search results that will help you
find the answer you were looking for.
Organization of Schemas
The schemas are a set of 'types', each associated with a set of properties. The types are
arranged in a hierarchy. Below are links to you can view the full hierarchy:
● One page per type
● Full list of types, shown on one page
Or you can jump directly to a commonly used type:
● Creative works: CreativeWork, Book, Movie, MusicRecording, Recipe, TVSeries ...
● Embedded non-text objects: AudioObject, ImageObject, VideoObject
● Event
● Health and medical types: notes on the health and medical types under MedicalEntity.
● Organization
● Person
● Place, LocalBusiness, Restaurant ...
● Product, Offer, AggregateOffer
● Review, AggregateRating
● Action
● See also the releases page for recent updates and project history.
Useful Resources
● Structured Data Testing Tool: https://developers.google.com/structured-data/testing-tool/
● Structured Data Report: https://support.google.com/webmasters/answer/2650907
● RDF Translator Tool: http://rdf-translator.appspot.com/
● Schema.org: http://schema.org/docs/schemas.html

How is Your Brand Online?
A strong reputation is vitally important for converting prospective patients into patients. Patients who
look for their surgeon online rely heavily on reviews from other patients.
But even those who find you
offline are influenced by your online
reputation. Studies show that the significant
majority of patient-referred and doctor-
referred patients will visit the web for a
“second opinion.” That second opinion chiefly
comes in the form of a Google search for then
physician’s name and is strongly influenced by
both (1) the physician’s namespace and its
optimization and (2) the physician’s reviews
on review websites.
It will be important to maintain a strong reputation while developing your NAP (name, address, phone
number) for Macon. This is the key to getting local rankings which drive so much visibility! Strong
reputation, standardized namespace, and an optimized namespace help convert patients.
Below, we show the difference between a poorly-optimized namespace and a well-optimized
namespace. You will see a large number of reviews and star ratings on a well optimized namespace.
Even the map and office Information that appears on the right hand side of the search results is more
robust.

Voice Search
Over the past few years, Google has continued to
change the way we look at searches online. Now
it’s finding a new way to push that envelope with
voice searches. Five years ago you were only
dreaming about talking to your car or your phone and getting a useful answer from them.
Today, there are roughly 41% of adults and over 50% of teens that regularly talk to their phone
or mobile device to find a new restaurant, to get directions, to call a friend, or to get an answer
to a question. All of this, without the need to manually touch a smartphone.
Many people are talking to Apple Siri, Google Now, or Microsoft Cortana for all sorts of
different needs. These computerized voices inside our devices have evolved so quickly that
they can now tell you a joke based on your question and even order a pizza to your door by
simply talking into the search bar.
What are People Searching For?
Google did a study on 1,400 people across all age groups
to determine what they were searching for online
through their smartphone. Below are the top 5 reasons.
● To ask for directions (40% of adults and 38% of teens)
● To call someone (31% of adults and 43% of teens)
● To dictate texts (39% of adults)
● To get help with homework (31% of teens)
● To play a song (11% of adults and 30% of teenagers)
Search Engine Watch. What we Voice Search For. Web. 3 Nov. 2015.

Tips to Optimize for Voice Search
So how can you increase your mobile site traffic and leads? Below are five tips that you can
follow to better optimize your website for voice search.
Be Mobile
This should seem logical since we are discussing voice searches which is an
inclusive and basic feature of all mobile devices. It’s important to note that any
desktop with an audio card that contains a microphone jack will allow you to do
a voice search from there as well. Unfortunately, there are still a lot of
businesses that have not optimized their sites for voice searches and have not
adapted any type of strategy to target those smart phone and tablets users.
Most are still under the impression that simply having a responsive website will
be good enough.
In order to address this, you should adopt a mobile first approach when developing a digital
marketing strategy. This will allow for you to present your services and products to internet
users in the most effective and optimized format specific to their interface.
Be Local
Since our mobile devices are with us on the go, the vast majority of voice
searches will be highly related to a local search. A few good examples of that
are: “Who is the best plastic surgeon nearby?”, “Where can I find the best
pizza in town?”, and “find me the nearest gas station.”
Tools such as Siri, Cortana, and Google Now all gather their information directly from local
searches. This is why it is extremely important to ensure that your Name, Address, and Phone
(NAP) information is accurate and consistent across the web. It is recommended that you check
your business details with as many directory sites on the web to make sure it appears exactly
the same in all places. This will allow for you to be better optimized for local searches which as
mentioned previously is the driving force for voice searches.
Get (Positive) Reviews
Another way to help with your rankings on local and voice searches is to have
as many positive reviews as possible. Just like with directory sites, you should
claim and optimize as many local listings and review sites that you can. Once
claimed, be sure to ask your best customers to post a review on your behalf. This will help with
not only rankings, but with conversions overall and push your voice search results to the top.

Be Semantic
According to Yahoo Answers, “Semantics is the aspect of language function that relates to
understanding the meanings of words, phrases and sentences.” Google and the other search
engines need to better understand our language. In order for this to occur,
content must be tagged using semantic data which will enable google and the
like what that content is about and in a much more computer-friendly way.
Google refers to this semantic data tagging as the “Knowledge Graph” which
essentially is a large database of “entities” such places, services, professions,
events, etc., and what their relationships are to one another. These entities form the basis of
the recognized search query as a distinct entity versus just a random set of keywords that may
somehow be related to each other.
According to Wikipedia, the Knowledge Graph is knowledge-based used by Google to enhance
the search engine's search results with semantic-search information gathered from a wide
variety of sources.
You can learn more about this by visiting the Schema.org website, which is where you can find
easy-to-follow tutorials and examples on how to properly use semantic data tagging within your
website. The more you assist Google in knowing what your content is about, the better your
voice searches will perform.
IMIVegas. Strategies for the Future of Search. Web. 3 Nov. 2015.

Answer Questions
Content on your website should be unique and answer questions or educate the visitor using
natural long tail phrases. This means that we don’t write content to
focus on a keyword since that is not how people naturally communicate.
Some good examples of long tail phrases include: “How do I get to
airport?”, “Who has the best hamburger in the city?”, and “what time is
the football game tonight?”
So keep this fact in mind when you are creating your website's content. You want to avoid
thinking in terms of single words and should consider answering a few of the most frequently
asked questions that are related to your topic. These answers are what will drive the local
voice search results.
Is SEO Dead?
Some marketers would simply say yes and be done with it. But that is not truly the correct
answer. It is also important to note that answering “no” is also not really the correct answer.
The best way to look at SEO today is to understand that it now encompasses much more than
the optimization strategies on the past few years. It has morphed into something much larger
than just that.
Search engine optimization is really more about an overall “Digital Marketing” strategy that
combines your website with press releases, social media, mobile platform, online videos and
other content, PPC, and e-mail marketing efforts just to name a few. Wikipedia sums up digital
marketing as an umbrella for all of the targeted and measurable, interactive products or
services using any form of digital technologies to capture and convert visitors into customers.

The focus is to embrace and promote the brand and develop sales through various marketing
techniques.
Focus on Mobile First
In theory, this really should not be a secret in today’s marketplace. Sadly however, there are
still many businesses that have focused all of their efforts on making their desktop version of
their website as robust as possible and have fallen short on optimizing their mobile platform to
deliver a better user experience. If you have taken this approach, it is a strong possibility that
you will hurt your brand and your rankings on mobile devices. Google wants to make sure that
visitors find the most robust user experience delivered through their search results.
It is also important to note that Google launched their mobile friendly algorithm known as
“Mobilegeddon” on April 22nd
2015 with the intent on ranking mobile websites based on the
user experience. A tool was created by their developers, and allows for website owners to
check their mobile site to see if they pass the mobile friendly test. This was the first algorithm
update that Google shared with website owners through the webmaster tools console ahead of
the actual algorithm update. This was to allow website owners an opportunity to fix their sites
before rolling it out.
Stop Annoying Your Visitors
Most people online today are inundated with a lot of
content on a daily basis. The bad news is that our
attention spans are becoming shorter and shorter over
time. If you want your website to attract the right
customers and to keep them coming back for more, you
must keep your content engagement very simple. Another
key component of content is to make sure that it adds
value to the visitor as well.
Make engagement obvious and easy.
Visitors to your website should be able to easily identify
what your call to action is. Whether it’s the provision of
good information or the promotion of a product or special,
it must be easy to see and understand what is expected. Keep in mind, that any and all call to
actions on your site should be extremely easy for visitors to find and complete. This begins with
doing proper research so that your pages can deliver what they are looking for and what you
expect to gather from them.
Create a Website Experience
There are a number of business owners who believe that part of their digital marketing strategy
involves adding a mobile app for the best user experience. The truth of the matter is that

having a website that is responsive or adaptive in design allows you to create a proper user
experience through your website.
The main focus should be on leveraging your existing platforms and technologies, such as your
social media sites to further engage your customers and website users. Placing the social media
icons or badges on your website in an easily visible area encourages visitors to engage. This
type of engagement will lead to shares and referrals to your site.
All of this stems from a well thought out and effective digital strategy which requires your time
and your effort. Clear and defined goals are a great first step to establishing your digital
strategy and making it a simpler process to roll out.
Conversion Rate Optimization
Conversion Rate Optimization, or CRO , refers to the
process of improving a website’s layout, navigation,
content, and calls to action with the intent of maximizing
the site’s ability to capture leads. The greater the share of
visitors who convert into leads, the higher the conversion
rate. The approach should be done not from intuition but
with a structured system in mind and a scientific approach
-- beginning with best practices, measuring the results,
drawing conclusions, and repeating the cycle. Some of the best practices of CRO are: ease of
finding information relevant to the visitor, user-friendliness, visibility of phone number &
address, easy-to-find call to action button, and contact form placement. One of the best
methods for testing these best practices against and existing site or landing page is known as
A/B testing, or split testing. This is a controlled experiment, which splits the traffic randomly
between the two versions of the site 50/50, thereby gauging the results based on concrete
data.
Understanding Google Analytics
Google Analytics is a free web based product from Google that allows you to track important
data and KPIs for your website and practice. Setting up an account is fairly simple and detailed
instructions can be found on: https://support.google.com/analytics/answer/1008015?hl=en

Once the account is setup, you will want to identify what important KPIs you wish to track.
Some of the KPI’s worth tracking are:
● Completed transactions
● Incomplete transactions
● Number of pages visited before completing a transaction
● Leads
● Bounce rate
● Traffic sources
● Demographics
● Mobile vs Desktop
● Performance
● Custom reporting
A full list of features and reporting can be found here:
https://www.google.com/analytics/standard/features/
Bing (!)
While most people know that Google is the biggest player in the search engine game, Bing may
finally be poised to be considered a real challenger to Google’s market share. Bing is not new
or even small and is the 2nd largest choice for internet searches in the United States. So should
we have a digital strategy for Bing as well? The simple answer is, absolutely.
A couple of key indicators that this is the correct answer can be seen by a few milestones
Microsoft accomplished in 2015. For starters, in March, Bing finally eclipsed the 20% market
share mark. Also recently, Bing announced that they turned a profit for the first time since
launching in 2009.

COMSCORE QSEARCH: Explicit core search. Web. 3 Nov. 2015.
More of these positive trends should continue for Bing into 2016 as their CEO Satya Nadella
continues to guide the company towards success and market gain. Their focus on the
importance of the XBOX gaming console as an all in one media device tied to an online user
experience and their newest venture called Project Hololens shows that they are serious about
their growth with a focus on Millennials.
Learn more about Project Hololens here: http://www.wired.com/2015/01/microsoft-nadella/
Apps Are Being Indexed
Google App Indexing is a system that allows people to click from listings in Google’s search
results into apps on their Android and iOS smartphones and tablets.
Google App Indexing was launched in October 2013 for a limited set of publishers. It was
expanded for use by anyone in June 2014. In April 2015, Google added support so that even
those without a particular app would get recommendations to install. In May 2015, support for
iOS via Chrome was added. In October 2015, Google announced support for app indexing within
Safari.
For more background on Google App Indexing, see Google’s guide about it here. Also see our
App Indexing & Deep Links category for more information about app indexing efforts generally.
Get more users for your app
App Indexing helps you get your app found in Google Search. Once your app is indexed, mobile
users who search for content related to your app can see an install button to your Android app
in Search results. This helps to increase your install base.

Keep your users coming back
App Indexing also helps you keep your users coming back. When mobile users with your app
installed search for something relevant to your app content, search results can link directly to
the relevant content in your app. This keeps your customer base engaged.
APP Resources
● Developers Guide: https://developers.google.com/app-indexing/?hl=en

● Android App Indexing: https://developers.google.com/app-indexing/android/app
● IOS App Indexing: https://developers.google.com/app-indexing/ios/app
References:
Mobile Marketing Statistics http://www.smartinsights.com/mobile-marketing/mobile-
marketing-analytics/mobile-marketing-statistics/
http://searchenginewatch.com/sew/news/2375895/teens-love-google-voice-search
Schema Markup http://schema.org
ImiVEGAS http://www.imivegas.com/blog/strategies-future-search-trends-voice-search/
Google Deloper Tools https://developers.google.com/app-indexing/?hl=en
Digital Marketing Research
https://moz.com/blog
http://searchenginewatch.com/
https://www.comscore.com/Insights/Blog/
https://www.seroundtable.com/bing-profit-21087.html
http://www.comscore.com/Products/Audience-Analytics/qSearch

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