An announcement from Google recently holds the potential to change the way you look at digital marketing through mobile apps. Before I come to the announcement, let me bring you up to speed with what the situation was before it.
When you searched for something on the Google app in your mobile phone, it indexed the usual web results, along with app-only content gleaned from apps installed in your phone or tablet. For example, if you searched for bars in Boston, you got search results from relevant websites and from apps already there in your phone.
With this announcement, Google will show you search results from app-only content gleaned from apps, no matter if they are on your phone or not. To borrow the above example, you will get relevant content picked up from app-only platforms that are available for indexing. The presence of these apps on your phone becomes irrelevant.
This announcement has long term and wide repercussions. App developers can now work on their app-only content keeping in mind the possibility of this content to be indexed in SERPs. What it means is that there is a possibility for this app-only content to find a viewership extraneous to what they already have via users with their apps installed on their devices. It throws up larger potential for digital marketers eyeing mobile app development as a tool to grab customers.
The first point that app developers have to work on is the use of long-tail keywords. These were of little relevance if not for searchers viewing them through the help of this announcement. But in this changed scenario, they are like gold dust!
Moreover, it frees up your previous necessity to match app content with what you have on the website. Otherwise, you ended up losing the valuable SEO juice for your content. Not anymore! Since app-only content is ‘index’able, you can work on app content exclusively and independently of what you have on the website.
To get the long-tail keyword mix right, you need to work on the app indexing API. Now that Google will look at app content with special eyes, you need to score brownie points with this API. You need to convince Google that your content is worth indexing and one sure way to do that is to implement the directions specified by this API. It gives off a green signal to Google and paves the way to make through to the SERP top bracket.
Try showing Google how your app content is loved and browsed by users. A good way to do that is to show the average time spent on the app and how users spend it. These are all ways to show Google that you deserve ranking status.
Of course, you need to keep in mind at this stage that this entire process is in the beta stage right now. So, don’t get your hopes too high immediately! The experiment is going on for some apps in a limited and controlled space. These apps have agreed to participate in the process to take it through the beta stage into the full-blown launch.
Despite the limited environment, it will be worth your while to learn the new ropes of the trade so that you get something of a head start when it actually rolls out in full force. It will also take a while to suit your app content for this kind of an exposure so that you can take full advantage of it. After all, in this competitive arena, you need to stay ahead of the curve as much as practicable.