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What You Need to Know About App Indexing
Stephanie WallaceDirector of SEO
What is App Indexing?
26%
of apps are actually used
on a daily basis
App Store Model• “Meta Data” provides a
preview of the type of content in the app
• You don’t know what’s IN the app until you download it
• App store search is heavy on brand & head terms vs. long tail
Managing Your Content
WWW. M. APP
The Old Way
Separate URLS App Store
Managing Your Content
Mobile Version
Single URL
App Version
The New Way
Desktop Version
Why is this important for SEO?
15%
of Google searches on
Android return deep links to apps
Deep Linking
App Indexing Implementation
1. Support HTTP deep links in your mobile app.
2. Implement Google App Indexing using the App Indexing API for
Android.
3. Explicitly map web pages to corresponding app screens with
rel=alternate, including app URLs in the XML sitemap, or with schema
markup.
Technical Nitty GrittyFor Android
Support HTTP URLs 1. Add intent filters for HTTP URLs
Support HTTP URLs 2. Add logic in your app to handle intent filters
Support HTTP URLs 2. Add logic in your app to handle intent filters
Support HTTP URLs 3. Associate the app & the site in Search Console & Play Developer Console
Support HTTP URLs 3. Associate the app & the site in Search Console & Play Developer Console
Add App Indexing API1. Add Google Play Services
Add App Indexing API2. Import Classes
Add App Indexing API3. Add App Indexing API Calls
Add App Indexing API4. Indicate the App Activity
Map Web URLs to App URLs1. Rel=Alternate
2. XML SitemapMap Web URLs to App URLs
3. Schema MarkupMap Web URLs to App URLs
What about apps without matching
web pages?
What about apps without matching
web pages?
What about Bing?
What about Bing?
App Ranking Factors
Positive Ranking Factors• Installation Status
• Proper Technical Implementation
• Website Signals
Negative Ranking Factors• Content Mismatch
• Interstitials (pop up ads)
“Google has said that indexed app deep links are a positive ranking
factor for the associated web pages.”
Real World Application
Apps are becoming more and more
accessible in search.
Opportunities to improve app visibility is only
growing.
The future of App Stores is unclear.
Resources
Search Engine Land• App Indexing & The New Frontier of
SEO: – Apple Search + iOS App Indexing– Google Search & Deep Linking– App Packs & App Store Search
Questions?