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SEO in the Age of Apps: Diversifying Your Mobile SEO Strategy

SEO in the Age of Apps: Diversifying Your Mobile SEO Strategy

smartphones-and-tablets

The increasing adoption of responsive design is paving an easier path for mobile SEO within browsers; it’s not always the ultimate silver bullet, but it’s a welcome relief to brands looking for a single-site solution to cross platform content. But mobile devices have ushered in a whole new set of search challenges in the form of apps, forcing SEO professionals to diversify their search strategy beyond the browser.

 

Search is widely acknowledged to be the number one mobile browser activity – actually, it’s the number one mobile activity overall. The browser factor is no surprise – it’s logical that most of us would automatically transfer our desktop search behaviors to our mobile devices.

 

But an increasing number of us seem to prefer apps for many mobile activities, search included. The top 10 U.S. mobile smartphone apps are either directly search-focused (e.g. the Google Search and Maps apps) or search-oriented in nature (e.g. Google Play, iTunes), according to comScore.

 

The reasons we’re gravitating toward apps are fairly obvious – the interfaces tend to be more user-friendly, the content and results more streamlined. The reasons why this shift in behavior matters are less readily apparent but rest assured that the move toward app-based search is a game-changer for search marketers.

 

Why?

  • As users gravitate more and more towards apps for search, the types of content a search leads to will diversify – it’s not just about browser-based content anymore.
  • Search destinations will diversify as well – most brands must focus on apps from the major engines while also striving for visibility within niche engine apps and directories.
  • The old SEO rules still apply, but new SEO best practices are evolving as apps become more and more popular and the search ecosystem splinters into myriad proprietary indexes and directories.

Mobile SEO: Browser Basics

To succeed as this app-based search ecosystem evolves, brands need to understand the relevant apps on the market, the value proposition of each, and how to build rank and findability.

 

Desktop preferences seem to translate to mobile search in a big way – if you’re a Google person on the desktop, you’ll be using Google your mobile device as well. Or Bing, or Yahoo, and so forth.

 

The important thing to keep in mind about these app-based iterations of the big engines is that for the most part, they are simply app UI “windows” that deliver you pretty much the same results as the browser.

 

Most big engine mobile apps source results from their web index – hence, applying mobile SEO best practices is essential to visibility in both web and apps. With that in mind, a brief review of mobile SEO basics is probably in order:

  • URL structure: According to Google, a single URL strategy, courtesy of responsive design, is the ideal way to go but a responsive approach isn’t always possible in the near-term since a great deal of planning and redesigning and re-engineering are required to do it correctly. So be aware that a subdomain or subdirectory are equally acceptable providing you adhere to these additional best practices, namely:
    • Crawler Access: Allow access for all crawlers to both desktop and mobile websites to fully understand page structure and to consolidate signals.
    • Page Load Speed: Ensure quick page load speeds, as mobile users are typically on slower connections.
    • User Experience: Ensure visitors can find the information they are looking for and interact with the website suitably.
    • Content Optimization: Optimize important page elements and content to identified keywords.
    • Crawlability Obstacles: Code the website free from obstacles such as Flash and excessive or obtrusive JavaScript.

The Big Engines

Google

Google’s hegemony in the browser extends here as well – in addition to the main search app, Google owns an additional four out of the top 10 mobile apps on the market (Maps, Play, Gmail, and YouTube) and is taking the lead in moving away from a solely browser-based system of results.

 

Of course, with the introduction of Google Now, it’s clear that the ultimate goal is to negate the need for proactive search altogether on the part of the user. However, a complex and interdependent suite of applications are developing to feed this ultimate holy grail of user experience and for brands, it’s important to understand the nuances of each since there are subtle differences from optimizing for the desktop.

  • Google Search App: As discussed, the basics of browser-based mobile SEO are what counts here. Well-formatted content (whether Responsive or mobile-specific) that loads easily, is accessible to all crawlers, free of obstacles, and well-organized for mobile navigation and information retrieval is the key the to visibility within the main Google Search App. However, the app’s UI contains prominent prompts that nudge the user away from browser results to app-based discovery paths, including:
  • Google Voice Search: Voice search sources results primarily from the main Google index and while SEO professionals may feel more pressure to optimize for natural language queries vs. keywords, at this point, it’s still not quite semantic, utilizing speech-to-text and text-to-speech. Thus the focus here is on well-optimized mobile web pages with an emphasis on local content and keeping an eye towards future optimization for longer queries and more slang and colloquial terms.
  • Google Goggles: The Goggles experience is improving rapidly in the wake of Glass and it’s obvious that as image recognition becomes more refined and wearable technology more readily available, users are bound to become more reliant on visual search. Our best recommendation here (at least at this point in time) is to pay specific attention to image tagging with keywords and geo-spatial information.
  • Google Apps: The Apps link on the Google Search app homepage routes users to the full suite of Google applications, increasing the possibility that one might search for results via Google+, Google+Local, News, Offers, Voice, YouTube or one of many other Google app channels. The key here is to understand the likelihood of your particular customers veering off into one of these niche Google Apps and then optimizing accordingly for the nuances of that particular app. While many source their results from the main Google index, there are subtle differences and divergent best practices for some.
  • Google+ Local: Smartphone search is heavily oriented towards actionable, real-world activity – approximately 74 percent of local search volume is mobile and mobile local search volume is predicted to outpace the desktop by 2015. Hence, Google+ Local is a key discovery pathway and deserves special mobile SEO consideration. The Google+ Local App sources results from Google+ Local on the web so optimization carries over, assuming of course that you are indeed well-optimized; Google Places is the thing of the past and while many listings carried over to Google+ many did not. Ensuring that you’re well-optimized for Google+ Local in general is the main concern and you can get started via the Google Places for Businesses site. Business details such as phone numbers, store hours, payment options, and video are especially relevant to mobile users.
  • Google Maps: Destination search frequently starts – and almost always ends – with the maps app. Visibility within it is indispensable for brick and mortar businesses. According to a 2012 study from Google and Ipsos, 94 percent of smartphone owners look for local information, 90 percent take action, and 59 percent have visited a local business as a result of a mobile search. The key here once again is Google+Local optimization since Maps info is fed by Google+ Local listings. To ensure optimal visibility within Maps, strive for a complete listing with special emphasis on hours, photos, videos, and other locally relevant content. Citations from third-party apps like Yelp also help boost rank so your social strategy for your local business is critical here as well.
  • YouTube: Smartphone and tablet users alike are active video consumers so YouTube presents a significant opportunity to create mobile search visibility. YouTube is the second largest search engine in the world and one of the most mobile centric with 25 percent of global YouTube views coming from mobile devices. The minutiae of YouTube optimization deserves its own post but a few special caveats for mobile include adding keywords in the video file name and video headline as well as adding a video script in the description and uploading a script for closed captioning, to boost relevance for voice search.
  • Google Now: As discussed in my post from June, it’s still early days for Google Now and SEO best practices have yet to surface. It is rumored there will be elements that brands can insert into content to flag it for Now but exactly how the value of content will be measured for Now cards remains to be seen.

Bing

Native to all Windows Mobile devices as well as Blackberry, Nokia, and Kindle, and available as a third party app on iOS and Android, Bing remains a smaller but still significant mobile search application.

 

Like Google, Bing sources app search results from its main index – mobile optimization of your .com site will create a halo effect of visibility for the Bing app.

 

Despite a slow start in mobile, Bing’s foothold on Windows and Kindle devices and the fact that it still powers mobile search for Yahoo, earn it a certain amount of consideration and increase emphasis on implementing the aforementioned mobile SEO best practices for your browser-based content.

 

Apple

While Android devices outnumber iOS in circulation and shipment, iOS users continue to be the most avid consumers of mobile web and app data and are likely to have a certain affinity for the Apple search tools that are preinstalled on their devices.

  • Apple Maps: Despite a shaky start, Apple Maps is still native to iOS6 which accounts for over 90 percent of iOS, iPad, and iPod touch devices. The app sources results from a proprietary Apple database, the core data provider for which is Localeze. If your listing isn’t appearing in Apple Maps, you can (and should) proactively create a free listing with Localeze (note that they also offer a premium option which speeds submission for $297 per year). Reviews and additional content are syndicated from Yelp, so Yelp optimization boosts Apple Maps visibility.
  • Siri: Though it is positioned as less of a search engine and more of a “mobile assistant”, 67 percent of Siri users actually use the search functionality. The interesting twist here is that while Siri sources results from Localeze, Wolfram|Alpha and myriad other sources, it often bypasses traditional search altogether, skipping right to social results like Yelp – so ranking in Siri requires attention to curating your presence in social spaces. What’s more, Siri totally disregards PPC so if your strategy up until now was heavily paid, you’ll need to relegate more resources to SEO.

Social, Vertical, and Meta Search Apps

There’s a whole other search ecosystem evolving, composed of social and topical search applications that help a user find more personally meaningful and topically relevant content faster and more efficiently than they ever did with the big engine apps.

 

It’s increasingly common behavior for a user to bypass Google in favor of Yelp to figure out where to shop, or to head right to Foursquare for local deals.

 

There are apps to find real estateapps to find restaurants – even apps to find apps. It’s a shift in user behavior that provides a potentially faster path for brands to connect with the right customer.

 

The challenge for brand-side marketers, most of whom are still figuring out the Google mobile formula (and probably will be for some time to come) is to figure of exactly which apps matter for their particular purposes. That, of course, is a case-by-case process for which there is no specific formula, but we can offer small amount of advice on a few standout social apps which feed and influence the search results presented by big engine apps as well as offering their own unique mobile search opportunities.

 

Facebook

Facebook is the most popular mobile app in the U.S., used actively by 76 percent of smartphone owners so from a mobile perspective, it’s arguably as important as Google.

 

All the SEO basics matter here in terms of getting your branded content indexed by Google and other engines (e.g., special attention to keyword strategy, category selection, page name/URL, and About page description will all serve to not only boost your visibility within the network but will have the added benefit of increasing your rank within other apps that rely on social networks to inform their results).

 

But overall, it’s consistency and engagement that will influence the success of your content via Facebook mobile and all the other apps it feeds – publishing regular posts, encouraging likes, and maintaining a consistent and positive level of engagement with your audience.

 

Foursquare

For all its popularity with the digerati, Foursquare has been slow to gain traction with the general populace. The audience is relatively small with an estimated 1 million businesses, 10.4 million monthly users, and 25 million users overall, but its specifically mobile and local nature gives Foursquare special importance as a search channel for brick and mortar brands.

 

The challenge here is that Foursquare content is difficult for bots to crawl – SEO is reliant on submitted XML sitemaps to enable search engine visibility. However, true visibility within the app is contingent on proximity, ratings, and reviews so much like Facebook, it’s the quality of your brand, your content, and your interaction with your community that will count most.

 

Yelp

Yelp is also highly mobile – the application was used on 9.2 million unique mobile devices on a monthly average basis during Q4 2012 and approximately 40 percent of all searches on Yelp overall come from their mobile app. But the importance here isn’t so much the volume as the influence Yelp has on other search apps.

 

Yelp is a key feeder of results for many big engines and is particularly influential for local results. Yelp does license content from third-party data providers but much of its data comes from users and business owners so proactive content development and curation are essential.

 

Much like Google+Local, locally oriented content such as store hours, photos, and service offerings are key. Ratings and reviews also figure heavily in rank as well.

 

Basically, the same rules apply here as they do for Facebook – set up and maintain your presence, carefully curate your informational and local content and cultivate as positive a relationship as possible with users of the application. So it’s not just about the browser anymore!

 

We’d need a whole new post to cover the minutiae of niche and vertical search apps but the same essential best practices are applicable across the board from Google Goggles to Kayak – practice the essentials of basic SEO, submit, create, and curate content whenever and wherever possible, cultivate positive sentiment and sharing, and above all understand the apps most relevant to your business and your consumers.

Click here to view original web page at searchenginewatch.com

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If you’re looking for a company to do your SEO Look no further than Top Marketing Agency. We have been with Top Marketing Agency for over a year and really enjoy working with him and the SEO results he has gained for us. Wonderful company and service.

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Top Marketing Agency has done really good work for us over the years, increasing our competitiveness in both domestic and overseas markets. The technical quality of the work has been superb, and we have always enjoyed top Google rankings from their organic search engine optimization efforts.

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I did a lot of research for a few months before choosing Top Marketing Agency.  He understands what we want to accomplish and knows how to get my company where is needs to be. I greatly appreciate all of his help!  Thank you again!!

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I found dealing with Top Marketing Agency a professional experience and will definitely be using the company’s services again. The site looks good.

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Quality of SEO Service is too good as provided by Top Marketing Agency team it showed that you are capable of getting people to work together and effectively. The team is very supportive and done timely. I really appreciate the team for problem-solving in a pro-active way.

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Jeff Sherman and his team at "Top Marketing Agency" has successfully helped me grow my business for the last three years and counting. They are very easy to work with, incredibly responsive/communicative, friendly and local! If you are looking to grow your business call Top Marketing.

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Great company with a professional approach and flexibility to client wishes. Excellent communication and attention to the workflow.

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We appreciate your efforts for SEO work in the past two months and we are looking forward that you can keep doing this and keep us informed of any progress on the project.

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Top Marketing Agency is a professional and reliable company that offers great value at all times. We have been working with them for a long time and had a lot of success together.

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By far one of the best companies, I have ever worked with. They are always attentive, provide great work, and the SEO value they provide is unbeatable. They always cater to my requests and go above and beyond in every way possible.

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They give you great service for a fraction of the cost of US-based companies.

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I came across this agency via Google. We hired Top Marketing Agency to align our social media effort to our brand alignment and she has impressed me every step of the way. Highly recommend!

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I’ve worked with Top Marketing Agency for about 5 years- they have built and maintained many websites for clients of mine. Their communication, follow-through, and development knowledge are unbeatable.

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We found an excellent website doing great SEO for our company, and we got great business with the help of them.

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We have worked with Top Marketing Agency for the last two years. They have provided excellent services and have resulted in an increase in revenue in our online marketing strategy. Good team effort I must say. I would highly recommend it to all.

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Top Marketing Agency is great! They make running an SEO and Social Media Marketing Campaign easy and stress-free. I always find them happy to help and fast to action any requests or changes required. I would highly recommend their service.

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I work for a plumbing company. Top Marketing Agency has been nothing but helpful. We've used their services for several years and never had any issues. They've helped us improve PPC, SEO, social media, Local Services ads, and anything in between. I would 100% recommend using their services.

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Your presentation was wonderful… your tips were helpful for the internet and social media users of all levels. Thank you for sharing your knowledge and expertise with us.

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The website and SEO you did is working and I just want to Thank You Sooooo Much! It is very exciting to have actual business from our website.

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Top Marketing Agency has been amazing they have done so much for me and my company. They have gone above and beyond during this Covin 19 world we are all currently living in and I can’t recommend them enough. Thank you guys for everything.

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Jeff and the team were fantastic with the service provided. Regular contact and great results – I would highly recommend them as they are honest and achieved what they said they would

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Thanks for the help with the website. I just got a new client searching for a plumbing company who felt I was a good fit based on my website. Results in the same week. Thanks,

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Top Marketing Agency has been our marketing agency for over a year now. They have provided great services and strategies for accelerating our business growth. Most importantly, they are willing and able to adapt our marketing strategy to help us succeed in our industry. Our account manager has been awesome! Thank you

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It has been a pleasure working with Jeff Sherman and his creative team over the years. Their professionalism and expertise in web site development and SEO optimization have had a direct effect on our bottom line. We are greatly appreciative of the quick response to our questions and concerns and for the timely completion of projects.

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Jeff Sherman was available to answer our questions, help us improve our SEO and give us meaningful feedback in terms we could understand. We highly recommend Top Marketing Agency and really appreciate the professional attention paid to our site.

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I wanted to have my website start ranking on Google Maps. I was struggling to get the listing to even appear on the Map. I found Top Marketing Agency and contacted Jeff Sherman who guided me through the steps necessary to increase the rankings. Email communication was a little show, but the results spoke for themselves. Within 3 months my listing was on the top 3 spots and after 6 months I was the number 1 position and have been since. Very happy with the SEO work.

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Great company, this company helped me bring lots of traffic to my website and made my company profitable I recommend this company to everyone, my website’s sales increased to 25% within 2 months.

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I have worked with Jeff Sherman and Top Marketing Agency for 11 years. Top Marketing Agency designed our plumbing company web site and did a truly fantastic job. I’ve gotten so much positive feedback! And, after 11 years, I’m still getting great feedback on how much people love the web site. In addition, the technical support Jeff Sherman has given me has been invaluable. If you want to work with terrific people and get the best SEO, Website Design result, go with Top Marketing Agency!!!

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We just completed our plumbing company's new website and are so excited to have it live!! It is so professionally developed. They also offer wide-array opportunities to grow your business.

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We just completed our new website and are so excited to have it live!! It is so professionally developed. They also offer wide-array opportunities to grow your business.

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I'm super happy with your service, they have answers to all my questions. The team is creative & knows their work right. I just got my store live yesterday & all my friends & family appreciated it, opting for their SEO service soon.

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My new site is doing very well and is on page one for most of the Google search terms we want already. So far all the comments about the site have been great and it has already starting to earn income for our business.

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I always wanted an agency that does generate tons of leads for our plumbing company. I found the Top Marketing Agency on Google itself. It's being a while since I am working with them & I can definitely see myself on Page 1 of SERP.

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We are more than satisfied with the Top Marketing Agency Search Engine Optimization services. They have developed and Get great SEO results for our plumbing company and promoted the business very efficiently. Kudos! Keep it up! We have emerged as a reputed large scale organization and this would not have been possible without the dedication of the Top Marketing Agency team. We feel part of a network and look forward to a fruitful relationship in the years to follow.

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Many thanks for your wonderful team and yourself to help with this project. By far, this is the best web development team I have worked with. I'm so glad to have your team and yourself to handle this project and I look forward to future collaborations.

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Top Marketing Agency team far exceeded my expectations on every front, and I have very high expectations. Trust me, these guys are amazing.

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Top Marketing Agency is an excellent company that does outstanding work. They really understand their client's needs and their work is always prompt, professional, and very creative. I would definitely recommend their services to all.

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I wanted to take a moment and let you know how happy we are. You have shown great knowledge in regards to SEO best practices as well as optimization strategy and management leads for our plumbing company. Most importantly, you have obtained results, and that is an undeniable measure.

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Jeff is a true expert in the field of digital marketing. She is highly motivated to share knowledge and provide meaningful consultation. He is a pleasure to work with and very prompt and attentive in project management. During the course of my project, the designers and engineers did an awesome job. I will continue to use the Top Marketing Agency as my choice for an SEO, Website Design, and Social Media Marketing Campaign.

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I am very pleased with the re-design of our plumbing company website by Top Marketing Agency. It has been a while, that I did not feel connected with my previous website - it looked typical of other companies. However, Top Marketing Agency consulted with me and helped me identify a design that is personalized, warm, and easy to surf. I would highly recommend Top Marketing Agency to any business/individual for their website's needs.

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love doing business with Top Marketing Agency. Even during the COVID-19 crisis, they were punctual as usual & offered the same quality service as before.

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Top Marketing Agency provided me with great SEO results. I'm happy for choosing them to increase my website's online visibility. I have decided to upgrade my SEO plan & hope to deal with them for the long term.

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Helped us when we had no idea how to begin with social media marketing. Did a great job educating me on the options as well as the process.

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Jeff and his team did a fantastic job on our new website design for our new store. They have helped us get our social media marketing in check and we are so excited for what the future holds for us! So far it has been a whirl wind and we absolutely love it!

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Thank you for everything~ The amount of time you spent with us working on our business forecast for 2018 was so incredibly appreciated and did not go unnoticed. We really appreciate your team and what they have done for us over the years.

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Great people. Great products. Great results. I have done business with Top Marketing for years and would highly recommend! -- Mike Carson

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The staff at Top Marketing Agency have been very accommodating to adhere to our strict timelines. They helped guide us in taking our next steps into a merger with another company and the best practices to follow.

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We appreciate everything you did to help us launch our new site. It looks great and the additional ideas you had were spot on

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We are very grateful for all that you have done for us and our business. Thank you for being so patient and always looking out for us and our best interests, it means a lot to Rick and I.

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Very attentive to our needs and situation. Jeff and Stephanie have been great to work with throughout the process.

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Great attention to detail. You designed us a beautiful site

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We did not need a website but just contacted them about social media marketing. Since I am not really comfortable or familiar with the ins and outs they...

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The whole crew at top marketing is incredibly responsive and knowledgeable. Not only did they produce a creative and artistic website, but they were always...

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Great job on my new website. Two other agents in my office have asked me who I used. Sounds like you may be getting some more referrals

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Jeff Sherman (owner) and everyone at Top Marketing Agency do a great job for my business. I have dealt with several SEO companies that make a lot of...

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