Mobile Masters

Bogdan ZahariaHead of Platforms

Fashion Days Mobile

Fashion Days Mobile

Content

1. Fashion Days Mobile2. SEO vs ASO3. Deep links & App indexing4. Integrations5. Potential6. AmA

MotivationResponsive vs app KPIs

smartphone Android vs responsive iOS vs responsive

sessions 35% 292%

avg session duration 71% 80%

avg pages/session x3.4 x3.6

cart to detail rate 40% 12%

avg order value -2% 9%

transactions x3 x5

conversion rate x2.5 x2

SEO vs ASOApp store optimization

SEO vs ASOSearch engine optimization

SEO vs ASOApp store ranking factors

● app installation status● personalized engagement metrics● app result CTR● keywords/title● aggregated engagement metrics● structured data● canonical app IDs● authority of web

SEO vs ASOApp indexing

SEO vs ASOApp indexing

● customer experience● positive ranking signal● installs● query autocompletions - Android● now on tap - Android● spotlight - iOS● push notifications

Deep linksAndroid - limitations

● App indexing starting with Kit Kat 4.4● first click free experience● back button behavior● content mismatch● ARM and x86● tasks● for all users on Chrome (logged in/incognito)

Deep LinksAndroid

● HTTP URLs / custom● homepage● matching 1on1● noindex.xml - wildcards● declaring androidManifest.xml

App indexingAndroid

● scheme / host / path

App indexing APIAndroid

● deep links > app indexing > app indexing API

● Google Play Services● Google API Client● 1 call (activity/fragment)● Action Type: TYPE_VIEW● non NULL values● dependent on pageview

Deep linksiOS

● iOS 9● logged in Google - Google app● uninstalled app opens Safari as default behavior● activities / navigation points

Deep linksiOS

● control index: app-to-site association (json) - web

App Search APIiOS - Spotlight

● structured data: indexable metadata

App to site

App to site

App to site

StateiOS

! think! business cases! user cases! test cases! implement

It gives me great joy to announce that our mobile apps version 3.1 have been submitted to App Store and

Google Play. This has been one of our most complicated releases so far, as it implies a lot of next-

gen technologies, presented by Apple and Google to the general public late last year

Sebastian, Head of Mobile

Integrations

1. Play Store2. Search Console3. Adwords4. GTM

IntegrationsPlay Store

IntegrationsSearch Console - Validation

IntegrationsSearch Console - Reports

IntegrationsSearch Console - Fetch as Google

IntegrationsSearch Console - Fetch as Google

IntegrationsSearch Console - Crawl Status

Platforme integrateSearch Console - ooops

IntegrationsSearch Console - Crawl status

IntegrationsSearch Console - SA - Install app button performance

5x clicks & 43% conversie

IntegrationsSearch Console - SA - Search Query performance

non branded trend

IntegrationsAdwords

● settings > linked accounts > Google Play

IntegrationsAdwords

IntegrationsAdwords

Androiddisplay & search & remarketing

iOSdisplay & remarketing

IntegrationsAdwords

● AdMob

IntegrationsAdwords

IntegrationsAdwords

IntegrationsAdwords

● app engagement● remarketing params need an index

to differentiate from web custom params

● dataLayer & GTM for scalability

IntegrationsAnalytics

IntegrationsAnalytics

PotentialPush Notifications

PotentialPush Notifications - CTR report

PotentialStructured data

● json-ld● needs Google validation

PotentialApp Streaming