How Google app indexing changed the Mobile Marketing and SEO

With App Indexing the next chapter begins in mobile marketing. Websites and search phrases are linked in future with more apps because Google understands content in apps and can use this information to create a better mobile user experience. In our mobile app development company: Content, SEO, CRM, we examine what this means for SEO.

As early as May 2015 Google announced that worldwide more searches are performed on mobile devices than on desktop devices and rising. The smartphone has become indispensable as a mobile companion and also Google tries with new innovations to enhance the mobile user experience.

For a long time, apps and websites completely separate systems. Google could index content only from the mobile version of a site, so that apps were excluded from the crawl. To draw attention to an app most website owner’s used app landing pages within their own site.

The Apps that not been indexed, led to two problems:

·      Users are accustomed to app stores and use them to find new apps.

·      The optimization of content within the app had no priority for developers.

Now Google also plays off app content in the mobile search results, companies open up new opportunities to increase visibility on mobile devices and accelerate the use of own apps.

App rankings in Google can be divided into two categories:

·      App packs and

·      App deep links

App Packs are defined in the mobile search results and to be understood as a kind of its own search results for Apps.

App deep links, however, are direct links that lead to an installed app. The user has to use the mobile search results to choose of either the mobile site or directly the app.

What is SEO strategy for app indexing?

By indexing app content has changed fundamentally Google mobile SEO strategies and App Discovery. Users no longer need to search within the app stores a matching app. They can search their relevant apps in the mobile search results. It is expected that users who use other Google services such as Google Now, Google inbox or Google Maps, will benefit because of better indexing.

By further integrating Apps, competition has increased for the top places already highly competitive in the mobile search results. So you not only have to compete against other organic rankings that AdWords ads and already available universal search integrations like Google Maps Pack. Although App deep links are currently played out only under certain conditions, but Google has already announced on the last Google I / O developer conference, to work to ensure that apps rankings can generate almost no installation and link to a website.

Current condition of app deep links

App supports App Indexing

Website is linked with app:

Thus it can be assumed that enterprises can get more competition in the mobile search results of Apps in the future. Google has also confirmed that sites which are linked via Google App Indexing with an app, are more to be found in the mobile search results. Studies have also shown that apps often have a better user retention, higher CartCash revenues and better conversion rates than mobile sites. So there are good reasons to deal with App Indexing.

How does the ranking of App deep links?

Positive signals Ranking

App installed:

App deep links are play important role, if the user has already installed the app, or had recently installed. Google will track any previously installed and uninstalled Apps within the Google Play account.

Faultless technical implementation:

The App Indexing should be implemented properly if the app is free from all technical errors. Google also expressed that app content which contain technical errors are excluded from indexing.

Optimized website:

Page elements such as title and meta description are played important role on each of the linked website URL in an app deep link. Thus, the success of a deep-linking depends on the mobile ranking and search engine optimization of the linked site. An optimized title and a CTR optimized meta description ensure better CTR App deep links.

Negative ranking signals

Not matching content:

The contents of each app page should match the corresponding URL and provide the same information. If Google considers that the contents are not identical, "non-matching content / content mismatch" in the Google Search Console is displayed as an error.

In - app interstitials:

Interstitials JavaScript banners that appear before the actual content, and often used for the integration of advertising within an app reject Google and Apple indexing. Interstitials in an app are a negative ranking factor for app deep links and therefore to be avoided. On mobile websites using a smart banner that Apple and Google advisable supports instead of interstitials.

Author : clifford gibson

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