seo team lunch & learn - app indexing

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?