Google App Indexing: Why Is It Indispensable?
In this modern era, where use of mobile devices is on the rise, the market for apps targeted for mobile is constantly growing, with millions of apps currently established and running. With this ever increasing number of apps, a break-neck competition can also be seen between the various business houses to dominate the mobile genre. Even if the app is top-notch, the stiff completion may not allow it to stand out. That’s where Google comes to the rescue with the Google app indexing feature, which was introduced in April 2015.
That brings to the question of what exactly does the term app indexing refer to? As stated by Google, the process of app indexing allows it to index mobile apps just as it does with websites. For Google search users, the process of Google app indexing places the app in front of them. The URL patterns provided in the app are indexed, and API calls from the app are used to make the app content visible and accessible to both the new and existing user base. To be more precise, when URL support is maintained for the app content, any Android or iOS user can access it from the search results directly from their respective devices.
The introduction of Google app indexing can be dated back to the month of October, 2013. Google had a very clear idea when they launched it, and that was if deep linking among the apps was enabled, webmasters could then subsequently permit Googlebot to have their app content indexed just like the content of a web page. Since its introduction, app indexing has undergone a lot of noticeable and major developments. Google now even allows results of apps to appear in a device on which the said app is not even installed, a major development since it first came into play.
One question that is sure to spring up in your minds is about whether app indexing is really needed or not. Does it really do any good? Or is it a good-for-nothing approach taken by Google? The answer to the former question is an elongated “Yes”, while the answer to the latter is a plain “No”. Google app indexing has become indispensable, and commands a plethora of advantages for making a foolproof digital strategy:
i. It dramatically increases the visibility of your app. And a greater visibility would definitely call for greater downloads.
ii. The world is going gaga over mobile devices and smartphones, and Google app indexing allows you to take advantage of this “mobile”-friendly market to promote your apps.
iii. Often, mobile apps are more suitable to meet the needs of the user rather than mobile sites. These apps help to improve satisfaction of the user as well as increase the rate of retention.
iv. Google allows the user to open the app directly from the search results page. This helps the apps to stand out in this tough competitive market. This functionality, though, is compatible only with browsers of Android 4.1 and higher.
v. Google announced in September 2015 that Google app indexing is primarily a factor of ranking in queries of mobile search. Google has been different in its treatment of queries from desktop and mobile results since the month of April 2015. This means that searching from mobile devices would result in the display of more mobile-friendly results.
vi. Browsing time is a great standard to measure the popularity of an app. App indexing makes use of the fact that mobile app experience is better than browsing mobile web content. This ensures longer browsing time, and consequently longer sessions.
vii. The average apps’ CPM (Cost Per Impression) is better than the CPM of web, and thus app indexing basically helps you generate better revenues.
Apart from the above benefits, app indexing also allows Google in selling more ads than before, as well as holding down the competition.
So, what should you do to get your app indexed? Here, are the steps you need to follow to do it:
Supporting deep links: Making sure that the app to be indexed is compatible with links to the app content is the first step to index apps.
Publishing deep links: The next step, quite obviously, is to publish these links so as to make them available in the Google search results page.
Testing the implementation: Testing the implementation is a major step involved in Google app indexing. By implementation, we mean that the app content links should take the user directly to the application content.
Measuring the performance: The last step of any marketing strategy is to measure the performance of the strategy undertaken, and this is no exception.
Since visibility in the browser search results is one of the most determining factors of success of an app, Google app indexing becomes indispensable to all business houses having their own mobile app. And with the digital world rapidly shifting its focus to the mobile genre, the development of mobile apps has also become a must. So, on the whole, app indexing has to be undertaken by these app holders sooner or later.