Transcript
Page 1: Mobile Apps vs. Mobile Web

Stephen Kenwright | | @stekenwright

vs.

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Build app ???

Profit

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Web = reach? But there are search results like this

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Apps appear above

organic in google.gr

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Apps

News

Organic x2

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“bingo” or “poker” = “I want to play”

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Source: Think with Google

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40% of search queries show apps in the top 5

Source: Search Engine Roundtable

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Organic

Apps

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“football” = “I want to know”

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

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

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Drive app downloads from paid/owned media

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IHG (Holiday Inn) gives reward points to app downloaders

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TripAdvisor hides some

functionality from mobile

web usersOut and

about? Read reviews on

web. Want to write one? Use

the app.

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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)

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Drive app downloads from the app store

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App store ranking factors

Ranking Factors Android iOS

Title

Short Description

Long Description

Keywords

Images

Publisher

Updates

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Organic Search = longtail opportunitiesApp Store = brand and head keywords

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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

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Positive ratings/reviews influenceapp store rankings

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Ratings/reviews will probablyinfluence Google rankings soon

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

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PR and SEO must be involved in anapp launch

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iOS’ AppStore takes two weeks to approve changes

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Updating apps frequently does improve rankings

However…

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Paying to promote apps? Frontload budgets

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Speak to journalists/bloggers in advance

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

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Plan your launch date carefully

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“iPhone” Google Trends

Too late

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Drive app downloads from social media

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

Source: Twitter

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

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

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Drive app downloads fromsearch engines

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Logo = improved CTR

But affects m. traffic

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Add your app to Google Search Console

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CTR + position = forecasts!

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

separate bot

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Apps appearing in search results remind users you exist

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

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Google + Agawi= app streaming

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All reach. No retention.

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So what are the options?

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Mobile web + mobile app

Mobile web only

Mobile app only Not really an option…

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

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ROI on apps might never be as high


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