December 25, 2015

Mobile App Indexing

The new long tail landing page for mobile

The new app content streams are essentially equivalent to landing pages for a desktop website. Both share the same principal: promoting select content from the website or app.

That means focusing on long tail keywords. Simply changing the title and description of the home page of the app is no longer enough — targeting those long tail keywords is going to be essential.

To find the keywords that send traffic to competitors, We’ll use the SimilarWeb app analysis feature as an example. In this case, you can see how the search engine keywords that sent traffic to Snapchat’s competitors — keywords searched in the Google app — drove traffic to Snapchat after the search, and were basically all keywords from app indexing.

What’s the key here?

Say hello to the app indexing API!

In order to make this whole process possible, app developers need to implement the app indexing API. It’s not new, but now that you don’t need to match app content to web content, it can be your secret weapon to torrents of mobile traffic.

The indexing API doubles as a ranking signal to Google, so all the mobile apps that implement and complete the app indexing API will gain a ranking edge.

Measure mobile engagement stats

Once you implement the indexing API, you’ll show Google how much time users spend inside your app, and what they do there.

If you need a benchmark to go by, you can measure how your competitors’ apps are doing in terms of time on the app and session per user. Here’s an example from SimilarWeb’s app engagement function:

Again, the first thing you need to do in order to get started is implement the app indexing API, as said earlier — since Google factors it as one of the ranking signals, it will favor the app owners that complete the process.

Google is testing the process on a few apps that agreed to participate in this experiment. It’s still unclear when the update will be released out of beta, but sure several clear winners (and losers) will emerge when this fully rolls out.