Increasing App Installs With App Indexation By Justin Briggs

#SMX #22A @JustinRBriggs

Justin Briggs, Briggsby

Increase App Installs

With App Indexation


Justin Briggs

Founder, Briggsby

[email protected]

@JustinRBriggs

Say Hello!


Turn of the Tide

Mobile Moment


Turn of the Tide

Mobile App

Moment


Impact of mobile in your vertical


How Significant is Mobile For You?

Go to

Adwords

Set to

mobileMobile traffic


Google Prioritizes App Content

Mobile apps demand significant

attention in mobile search


Search is rapidly becoming more mobile & conversational


55% of teens and 41% of adults use voice search more than 1 time a day

- Google’s Mobile Voice Study


Search as an Interface

Visits to app,

not websites

Takes action on

your behalf

Hands free UI

(wearables)

Solutions, not

web pages

Search examples: http://blog.tackmobile.com/article/android-wear-gui-elements/


Google Voice Actions


It’s still early days


Deep app content is

like the early 1990s


Deep links & app indexing are making app content accessible


Drive App Engagement

App launch

can be default

behavior

Clicking this

launches the

app!


15% of Google searches on Android return deep links to apps through App Indexing


App Deep Links

android-app://{package_id}/{scheme}/{host_path}

package_id - app ID in Play store

scheme - http or custom scheme

host_path - specific content within app

Intent Filter: AndroidManifest.xml

Defines the structure of your

app URIs

<activity android:name="com.example.android.GizmosActivity"

android:label="@string/title_gizmos" >

<intent-filter android:label="@string/filter_title_viewgizmos">

<action android:name="android.intent.action.VIEW" />



<data android:scheme="http"

android:host="example.com"

android:pathPrefix="/gizmos" />

<category android:name="android.intent.category.DEFAULT" />

<category android:name="android.intent.category.BROWSABLE" />

</intent-filter>

</activity>


Testing Deep Links

Will launch

app deep link


Verify site with Google Play Developer Console & Webmaster

Tools


Connect in Google Play Console

Verify the

app’s website


Annotate site for app URI discovery via crawl


Three Ways to Expose App URI

<html>

<head>

...

<link rel="alternate" href="android-

app://com.example.android/http/example.co

m/gizmos" />

...

</head>

<body> … </body>

Rel=“alternate”

ViewAction

XML Sitemap



<?xml version="1.0" encoding="UTF-8" ?>

<urlset

xmlns="http://www.sitemaps.org/schemas/si

temap/0.9"

xmlns:xhtml="http://www.w3.org/1999/xhtml

">

<url>

<loc>http://example.com/gizmos</loc>

<xhtml:link rel="alternate" href="android-

app://com.example.android/example/gizmos

" />

</url>

...

</urlset>

Rel=“alternate”

ViewAction

XML Sitemap


Very similar to a mobile separate-site setup


Launch App From Search


App indexing is now

a ranking factor


Average Lift of 0.29 Positions

0.48

0.29

0.19

0

0.1

0.2

0.3

0.4

0.5

0.6

Rank Lift Over Desktop

App Indexing Ranking Boost

Mobile (Not Installed) Mobile (Installed) Net Benefit


No longer limited to users

with installed app


Drive app installs by leveraging your existing SEO visibility


Manage indexing with robots noindex in app


Indexing Control for Apps

<?xml version="1.0" encoding="utf-8"?>

<search-engine

xmlns:android="http://schemas.android.com/apk/res/android"

>

<noindex uri="http://example.com/gizmos/hidden_uri"/>

<noindex

uriPrefix="http://example.com/gizmos/hidden_prefix"/>

<noindex uri="gizmos://hidden_path"/>

<noindex uriPrefix="gizmos://hidden_prefix"/>

</search-engine>

App Resource

Directory

Android Manifest


Indexing Control for Apps

<manifest

xmlns:android="http://schemas.android.com/apk/res/android"

package="com.example.android.Gizmos">

<application>

<activity android:name="com.example.android.GizmosActivity"

android:label="@string/title_gizmos" >

<intent-filter android:label="@string/filter_title_viewgizmos">

<action android:name="android.intent.action.VIEW"/>

...

</activity>

<meta-data android:name="search-engine"

android:resource="@xml/noindex"/>

</application>

<uses-permission android:name="android.permission.INTERNET"/>

</manifest>

App Resource

Directory

Android Manifest


Push to Google with

App Indexing API


Autocomplete App Suggestions


Only the beginning…


Search as an interface

with app actions


App Actions

App Indexing Knowledge Graph App Actions+ =


Leverage Schema.org Actions

<script type="application/ld+json">

{

"@context": "http://schema.org",

"@type": "MusicGroup",

"name": "Weezer", "potentialAction": {

"@type": "ListenAction",

"target": "android-app://com.spotify.music/http/we.../listen"

}

}

</script>


App Actions


Building an Action Graph

Order me a pizza? Schedule my meeting? Drive my car?

Ok, Google


What about iOS?


Close to Release

iOS app

indexing

in the wild

Validates

in testing

tool


Thanks!

[email protected]

Increasing App Installs With App Indexation By Justin Briggs

Mobile

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