We are moving incredibly fast towards a future when mobile apps will rule the roost. Keeping this distinct possibility in mind, internet marketers are gearing up for that future with mobile app-based searches. As obvious, there is a demarcation in how and what a user searches for through a computer as compared to a mobile app. The latter is usually more direct, specific and real-time. All these factors combine to make mobile app-based search the arena where the big boys are padding up to dominate. This post will give you a touchdown on what works for mobile app searches and what falls flat.
The Importance of Mobile App Searches
If you want a quick look at the importance of mobile app searches, you need not explore farther than Google. The search engine giant is awarding extra kudos and ranking favors to websites that have a functional and user-friendly mobile version. Even in SERPs, labels that are mobile-friendly are getting a strong preference over traditional search words. In fact, Google has already laid the pitch for a search future that shifts away from user experience and HTML tweaks. It will be all about conversational searches on mobile apps and knowledge graphs.
Trivia: comScore tells us that among the top 10 internet-based businesses, 34% of the visitors tune in through mobile apps.
How to Rank in Mobile App Searches
How does a common user searches for mobile apps on the internet? Through Google or Apple Play Store! How do you make your mobile app available to these users? By optimizing your app on these app store searches! This is technically known as App Store Optimization or ASO. This is similar to SEO, though there are many differences. The basic idea is the same: trump other players in the same business arena to grab the top slot and be more easily accessible to searchers. The ASO depends on mainly two factors: the performance of the app and the usual keyword structuring.
How well you optimize your mobile app through title tags, descriptions and the traditional works will decide on the keyword structuring in ASO. The performance part will be decided by the reviews and ratings put up by users along with the download speed. Google Play Store uses other factors as well, like authenticity of web links etc that it has used for years in the SEO zone. Since there is the question of ranking in ASO, you would surely like some help with the keyword structuring. Tools like MobileDevHQ and Sensor Tower will guide you.
To optimize the performance of your mobile app, there are some factors that you can take care of to surface to the top. Use a tool like Apptentive to boost the ratings and average rating number of your mobile app. These tools are really useful in shoring up the positive quotient of your mobile app and influence the ranking scenario on app stores. There is something else that you can do: build up an internal linking framework on the app store. This will ensure that you grab eyeballs in searches on associated or interlinked mobile apps as well.
The Road Ahead for Mobile Apps
Now that everyone is waking up the immense possibilities of mobile apps, the future is pretty exciting indeed! We are moving to a time when you can issue verbal commands to your mobile app and instead of booting up on your device, it tries to get the job done! For example, when you use a voice search message like ‘Burger takeaway joint nearby’, it does not launch an app. It makes the app work and throws up results that show addresses of burger joints close the location of the search. That happens when knowledge graph is integrated with mobile apps. It gives way to something that is being called App Action.
The Final Word
The traditional sense of searches is being rapidly replaced by mobile apps, as evident from the discussion above. What makes is more potent is that it does not steer clear of traditional search practices. Instead, it fine-tunes those rough edges and makes mobile app searches more user-friendly, a perennial objective of online searches. Like other digital marketing tools, it will take some time to shape up but if you do not wake up mobile app opportunities, you will lag behind.
Have you tried mobile app searches in your business? You can share your concerns and thoughts here.