mobile apps vs. mobile web

Stephen Kenwright | | @stekenwright

vs.

Build app ???

Profit

Web = reach? But there are search results like this

Apps appear above

organic in google.gr

Apps

News

Organic x2

“bingo” or “poker” = “I want to play”

Source: Think with Google

40% of search queries show apps in the top 5

Source: Search Engine Roundtable

Organic

Apps

“football” = “I want to know”

Reach depends on query intent. What do you want your app to do?

So reach users on mobile web, funnel into app and retain? Careful!

Source: Google Webmaster Central

Drive app downloads from paid/owned media

IHG (Holiday Inn) gives reward points to app downloaders

TripAdvisor hides some

functionality from mobile

web usersOut and

about? Read reviews on

web. Want to write one? Use

the app.

Why not use a CTA in ATL campaigns to push consumers to your app?*

*(app users more valuable than hashtag tweeters + Google <3 brand search)

Drive app downloads from the app store

App store ranking factors

Ranking Factors Android iOS

Title

Short Description

Long Description

Keywords

Images

Publisher

Updates

Organic Search = longtail opportunitiesApp Store = brand and head keywords

Publisher = your brand

Build consistently great apps, rank better

Spam the Play Store and risk getting your brand kicked out of all Google properties

Publisher is important

Positive ratings/reviews influenceapp store rankings

Ratings/reviews will probablyinfluence Google rankings soon

Want to rank higher in the app store? Get more downloads + get them fast

PR and SEO must be involved in anapp launch

iOS’ AppStore takes two weeks to approve changes

Updating apps frequently does improve rankings

However…

Paying to promote apps? Frontload budgets

Speak to journalists/bloggers in advance

Google has access to the link graph,Apple doesn’t – you need attention, not links

Plan your launch date carefully

“iPhone” Google Trends

Too late

Drive app downloads from social media

80% of Twitter’s 300M+ active users are on mobile

Source: Twitter

But Twitter = “I want to know” not “I want to play”?

User doesn’t display an immediate need……no immediate competition

Drive app downloads fromsearch engines

Logo = improved CTR

But affects m. traffic

Source: Will Critchlow

Source: Will Critchlow

Add your app to Google Search Console

CTR + position = forecasts!

(Part of) what a deep link looks likeYes…it’s a

separate bot

Read this via DeepCrawl:‘App Deep Linking for Beginners’

2/3 installed apps are never used

Source: Ofcom

Apps appearing in search results remind users you exist

You can even index content from apps that users haven’t installed

Google + Agawi= app streaming

All reach. No retention.

So what are the options?

Mobile web + mobile app

Mobile web only

Mobile app only Not really an option…

Ignore how many competitors have apps……how many are indexed?

ROI on apps might never be as high

Thank you

stephen.kenwright@branded3.com @stekenwright slideshare.net/Branded3