October 12, 2016
Google has leaped in the search engine world with its new algorithm that includes mobile content in search results. As mobile users have increased in gigantic numbers and have exceeded the number of desktop/laptop users, there is an obvious increase in the mobile search rate. There are more than 100 billion mobile searches performed in a month. Smartphone users use their mobile to look for air tickets, hotels, restaurants, banking, movies, apartments, jobs, news articles, and so on.
Google app indexing allows Google bots to crawl through app content. It displays results not only based on the apps installed on your phone but also on the relevant apps in the Play Store. The only catch here is that search results are displayed based on the web parity of the app, Google still does not crawl ‘app-only’ content. However, this is only a matter of time and Google has already released an
interest form for ‘app only’ brands to submit their request.
App indexing is implemented via deep linking, which means, that a particular screen within the app that has comparable web content needs to be indexed to allow the app content to be displayed on the mobile search results page.
As Google App Indexing has made mobile app discovery easier, having a mobile app or a mobile-friendly website is even more crucial now. However, with more than 2 million apps available in Google Play, getting your app to rank higher in mobile search results is a challenging task. So, for mobile marketers, the next question is how to do ASO (App Store Optimization) and get your app to rank better on the mobile search results page.
Below are some of the important points to be kept in mind when developing a mobile app optimization marketing strategy:
- Research the keyword for the title.
- Change the title and keyword often based on the search results.
- Get more reviews to achieve a higher rank.
- Build community and seek reviews.
- Optimize the app for title and description wherever you can.
Improving app store optimization takes time, so be patient. With many reviews, the number of downloads increases. The more the number of downloads, the better the ranking. It is a circle of improvement where your reviews affect the downloads and the number of downloads affects the reviews. To increase conversion rate, mobile app marketers must make every effort to increase the number of reviews and ratings. Also, competitors’ apps must be monitored to keep track of keyword search results. As per the findings, the title and keyword must be changed periodically for best results.