Google Algorithm Update 24th April 2015 Mobile Now Drives Majority of Google Searches
by Deeptimayee Shadangi WriterIn light of New Delhi -
India, Director of KDMPL(a Digital marketing Company in India) reminds you
that a focus on user experience that drives Google search strategy -- and
should drive yours, too.
In
recent past Google mobile searches surpass for desktop and tablet users, the company announced this recent
future. It's an notice for all E-commerce websites and online stores that doing
online sale and purchase – Google’s recent changes is taken a new advantage for
mobile users, how they will get the right and friendly websites on mobile. You
can say this is not a change but an opportunity you can’t ignore.
Google’s Vice President of Product Management for AdWords Jerry
Dischler is quoted as saying, “We’ve hit an inflection point where more Google
searches are taking place in mobile than desktop in 10 countries, including
U.S. and Japan.” The other eight countries haven’t been specified yet.
…“We’ve hit an
inflection point where more Google searches are taking place in mobile than
desktop in 10 countries, including U.S. and Japan.”
This crossover in the leading method of searches clarifies
Google’s focus on mobile search. The majority of its searchers are on
smartphones — tablet searches are lumped together with desktop searches — so
Google needs to make sure that the experience on both its search engine website
and app is as positive as possible.
That
experience extends past the search to the search result chosen. Searchers hold
Google responsible for the relevance of the page that they land on, but the
experience they have on that page-one click away from Google also reflects on Google’s
overall customer experience. Hence Google’s recent implementation of the “Mobile-friendly” algorithm,
which works to connect mobile searchers with mobile-friendly sites.
Sometimes, the best answer to a mobile search query isn’t a web
page at all, but content found within a mobile app. In April, Google announced
that it would be offering links to pages within mobile apps, not only for
searchers who have the app installed, but also for all mobile searchers on
Android devices. This is good news for ecommerce sites with excellent apps that
are having trouble increasing their app user base, because Google’s search
results can help increase install rates as well as boost re-engagement from
existing users.
The world of mobile search can be confusing, though, with so
many different areas on which to focus. Use this as a guide to clarify the
options and work with your marketing and development teams to chart a course to
take advantage of the newly dominant mobile search.
Mobile Web Search
The
single best thing you can do to maximize customers and conversions driven by
mobile web search is to serve a mobile-friendly site. Sites that use responsive
design are more easily rendered mobile friendly. But separate mobile sites can
also be mobile friendly as well, as long as the appropriate mobile annotations are applied as outlined in Google’s
mobile guide.
Just
remember that Google is the judge of mobile friendliness with regards to
organic search performance, not your marketers or developers. To ensure that
your site meets Google’s specific criteria for mobile friendliness, enter the
URLs for your site’s major pages into Google’s Mobile-friendly Test.
The test
will identify which pages pass and which fail, and give some direction as to
how to resolve any issues. For more on Google’s algorithm update and test, see
my article “SEO: ‘Mobilegeddon’ Is Here, Now What?”
If you offer customers a mobile app as well as a mobile website,
you’ll need to consider optimizing both your app store page and the app itself
to maximize your potential to reach mobile searchers.
Mobile Apps: App Store
Search
With app store optimization, your mission is two-fold: increase
visibility for your app in the app store’s internal search results, and improve
rankings for the app’s page in the major search engines as well. The end goal
is to increase installation rates for your app and squeeze out your
competition.
The app title and description optimization are much like
traditional search engine optimization. Do your keyword research to understand
the words your audience is likely to use when they’re searching for an app that
does what your app does. Avoid marketing-heavy titles and stick with
descriptive wording. If your brand is well recognized, include it at the end as
well.
The description should likewise be based on your customers’
language rather than your company’s marketing-speak. Describe what the app does
and how it will benefit the mobile user, rather than using marketing phrases
that mean little to your audience.
Categorization matters, also. Choose the categories that your
app appears in carefully, because they can affect your install rates as well.
Categorize your app incorrectly and you’ll get lower visibility and fewer
installs based on the app’s lack of relevance.
Regardless of whether you’re optimizing for iPhone, Android, or
Windows, these are the core search optimization pieces that impact findability.
Once your app is findable, though, other factors come into play.
The app icon is the first thing mobile users will see when they’re exposed to
the sea of apps. Make sure yours is high quality and stands out. On the page
itself other factors apply, like the quality of the screen shots that show what
the user can expect from the app, ratings and reviews from other users, and
more. Make it clear that the app is from an official source, a reputable and
trustworthy brand, as opposed to a piece of copycat malware that’s using your
brand.
Mobile Apps: App Indexing
and Deep Linking
Optimizing your pages in the app stores yields potential improvements
in app store visibility, but optimizing the app itself can increase your
audience to all Google mobile searchers using Android devices. When apps take
advantage of app indexing, Google may show searchers on Android devices results
that include content within the app.
App
indexing is essentially a way to identify relevant content with “deep links” in
an app that Google can index much the same way it crawls and indexes regular
web content. The details of how this process works are best left to your app
developers. For purposes of this article, it’s enough to know that it is
possible and that Google offers a guide, App Indexing for Google Search.
Implementing app indexing enables your app to rank alongside
your website, offering a button to install the app directly from the search
results. Searchers who click the button to install are redirected to Google
Play Store to complete the install, and then redirected again to the correct
content within the app after the installation is complete. Searchers who
already have your app installed will see be able to click on the result to open
the app and land on the desired content.
Google is touting its mobile app integration as a boon to mobile
marketers that could boost new installations and drive re-engagement for
existing users alike.
There’s a heavy caveat here, though. Google’s mobile app
integration only works with Android searchers. Whether it’s to purposely
exclude iPhone apps from deeper inclusion in search results or simply because
it’s easier to integrate one of your own products (Android and Google Play
Store) into another (Google search), the end result is the same. Don’t expect a
similar iPhone implementation anytime soon.
If you’ve been putting off creating an Android version of your iPhone app, or waiting for the right moment to build an app for your ecommerce site, this may be the push you need to get started.
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