Build app ???
Profit
Web = reach? But there are search results like this
Apps appear above
organic in google.gr
Apps
News
Organic x2
“bingo” or “poker” = “I want to play”
Source: Think with Google
40% of search queries show apps in the top 5
Source: Search Engine Roundtable
Organic
Apps
“football” = “I want to know”
Reach depends on query intent. What do you want your app to do?
So reach users on mobile web, funnel into app and retain? Careful!
Source: Google Webmaster Central
Drive app downloads from paid/owned media
IHG (Holiday Inn) gives reward points to app downloaders
TripAdvisor hides some
functionality from mobile
web usersOut and
about? Read reviews on
web. Want to write one? Use
the app.
Why not use a CTA in ATL campaigns to push consumers to your app?*
*(app users more valuable than hashtag tweeters + Google <3 brand search)
Drive app downloads from the app store
App store ranking factors
Ranking Factors Android iOS
Title
Short Description
Long Description
Keywords
Images
Publisher
Updates
Organic Search = longtail opportunitiesApp Store = brand and head keywords
Publisher = your brand
Build consistently great apps, rank better
Spam the Play Store and risk getting your brand kicked out of all Google properties
Publisher is important
Positive ratings/reviews influenceapp store rankings
Ratings/reviews will probablyinfluence Google rankings soon
Want to rank higher in the app store? Get more downloads + get them fast
PR and SEO must be involved in anapp launch
iOS’ AppStore takes two weeks to approve changes
Updating apps frequently does improve rankings
However…
Paying to promote apps? Frontload budgets
Speak to journalists/bloggers in advance
Google has access to the link graph,Apple doesn’t – you need attention, not links
Plan your launch date carefully
“iPhone” Google Trends
Too late
Drive app downloads from social media
80% of Twitter’s 300M+ active users are on mobile
Source: Twitter
But Twitter = “I want to know” not “I want to play”?
User doesn’t display an immediate need……no immediate competition
Drive app downloads fromsearch engines
Logo = improved CTR
But affects m. traffic
Source: Will Critchlow
Source: Will Critchlow
Add your app to Google Search Console
CTR + position = forecasts!
(Part of) what a deep link looks likeYes…it’s a
separate bot
Read this via DeepCrawl:‘App Deep Linking for Beginners’
2/3 installed apps are never used
Source: Ofcom
Apps appearing in search results remind users you exist
You can even index content from apps that users haven’t installed
Google + Agawi= app streaming
All reach. No retention.
So what are the options?
Mobile web + mobile app
Mobile web only
Mobile app only Not really an option…
Ignore how many competitors have apps……how many are indexed?
ROI on apps might never be as high
Thank you
[email protected] @stekenwright slideshare.net/Branded3