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Increasing App Installs With App Indexation By Justin Briggs

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: What You Should Be Doing With App Deep Linking. PRESENTATION: Increasing App Installs With App Indexation - Given by Justin Briggs, @justinrbriggs - Briggsby, CEO. #SMX #22A

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Increasing App Installs With App Indexation By Justin Briggs

  1. 1. #SMX #22A @JustinRBriggs Justin Briggs, Briggsby Increase App Installs With App Indexation
  2. 2. #SMX #22A @JustinRBriggs Justin Briggs Founder, Briggsby Justin@Briggsby.com @JustinRBriggs Say Hello!
  3. 3. #SMX #22A @JustinRBriggs Turn of the Tide Mobile Moment
  4. 4. #SMX #22A @JustinRBriggs Turn of the Tide Mobile App Moment
  5. 5. #SMX #22A @JustinRBriggs Impact of mobile in your vertical
  6. 6. #SMX #22A @JustinRBriggs How Significant is Mobile For You? Go to Adwords Set to mobile Mobile traffic
  7. 7. #SMX #22A @JustinRBriggs Google Prioritizes App Content Mobile apps demand significant attention in mobile search
  8. 8. #SMX #22A @JustinRBriggs Search is rapidly becoming more mobile & conversational
  9. 9. #SMX #22A @JustinRBriggs 55% of teens and 41% of adults use voice search more than 1 time a day - Google’s Mobile Voice Study
  10. 10. #SMX #22A @JustinRBriggs Search as an Interface Visits to app, not websites Takes action on your behalf Hands free UI (wearables) Solutions, not web pages Search examples: http://blog.tackmobile.com/article/android-wear-gui-elements/
  11. 11. #SMX #22A @JustinRBriggs Google Voice Actions
  12. 12. #SMX #22A @JustinRBriggs Google Voice Actions
  13. 13. #SMX #22A @JustinRBriggs It’s still early days
  14. 14. #SMX #22A @JustinRBriggs Deep app content is like the early 1990s
  15. 15. #SMX #22A @JustinRBriggs Deep links & app indexing are making app content accessible
  16. 16. #SMX #22A @JustinRBriggs Drive App Engagement App launch can be default behavior Clicking this launches the app!
  17. 17. #SMX #22A @JustinRBriggs 15% of Google searches on Android return deep links to apps through App Indexing
  18. 18. #SMX #22A @JustinRBriggs App Deep Links android-app://{package_id}/{scheme}/{host_path}  package_id - app ID in Play store  scheme - http or custom scheme  host_path - specific content within app
  19. 19. #SMX #22A @JustinRBriggs Intent Filter: AndroidManifest.xml Defines the structure of your app URIs <activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <!-- Accepts URIs that begin with "http://example.com/gizmos” --> <data android:scheme="http" android:host="example.com" android:pathPrefix="/gizmos" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> </intent-filter> </activity>
  20. 20. #SMX #22A @JustinRBriggs Testing Deep Links Will launch app deep link
  21. 21. #SMX #22A @JustinRBriggs Verify site with Google Play Developer Console & Webmaster Tools
  22. 22. #SMX #22A @JustinRBriggs Connect in Google Play Console Verify the app’s website
  23. 23. #SMX #22A @JustinRBriggs Annotate site for app URI discovery via crawl
  24. 24. #SMX #22A @JustinRBriggs Three Ways to Expose App URI <html> <head> ... <link rel="alternate" href="android- app://com.example.android/http/example.co m/gizmos" /> ... </head> <body> … </body> Rel=“alternate” ViewAction XML Sitemap
  25. 25. #SMX #22A @JustinRBriggs Three Ways to Expose App URI <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebPage", "@id": "http://example.com/gizmos", "potentialAction": { "@type": "ViewAction", "target": "android- app://com.example.android/http/example.co m/gizmos" } } </script> Rel=“alternate” ViewAction XML Sitemap
  26. 26. #SMX #22A @JustinRBriggs Three Ways to Expose App URI <?xml version="1.0" encoding="UTF-8" ?> <urlset xmlns="http://www.sitemaps.org/schemas/si temap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml "> <url> <loc>http://example.com/gizmos</loc> <xhtml:link rel="alternate" href="android- app://com.example.android/example/gizmos " /> </url> ... </urlset> Rel=“alternate” ViewAction XML Sitemap
  27. 27. #SMX #22A @JustinRBriggs Very similar to a mobile separate-site setup
  28. 28. #SMX #22A @JustinRBriggs Launch App From Search
  29. 29. #SMX #22A @JustinRBriggs App indexing is now a ranking factor
  30. 30. #SMX #22A @JustinRBriggs Average Lift of 0.29 Positions 0.48 0.29 0.19 0 0.1 0.2 0.3 0.4 0.5 0.6 Rank Lift Over Desktop App Indexing Ranking Boost Mobile (Not Installed) Mobile (Installed) Net Benefit
  31. 31. #SMX #22A @JustinRBriggs No longer limited to users with installed app
  32. 32. #SMX #22A @JustinRBriggs Drive app installs by leveraging your existing SEO visibility
  33. 33. #SMX #22A @JustinRBriggs
  34. 34. #SMX #22A @JustinRBriggs Manage indexing with robots noindex in app
  35. 35. #SMX #22A @JustinRBriggs Indexing Control for Apps <?xml version="1.0" encoding="utf-8"?> <search-engine xmlns:android="http://schemas.android.com/apk/res/android" > <noindex uri="http://example.com/gizmos/hidden_uri"/> <noindex uriPrefix="http://example.com/gizmos/hidden_prefix"/> <noindex uri="gizmos://hidden_path"/> <noindex uriPrefix="gizmos://hidden_prefix"/> </search-engine> App Resource Directory Android Manifest
  36. 36. #SMX #22A @JustinRBriggs Indexing Control for Apps <manifest xmlns:android="http://schemas.android.com/apk/res/android" package="com.example.android.Gizmos"> <application> <activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW"/> ... </activity> <meta-data android:name="search-engine" android:resource="@xml/noindex"/> </application> <uses-permission android:name="android.permission.INTERNET"/> </manifest> App Resource Directory Android Manifest
  37. 37. #SMX #22A @JustinRBriggs Push to Google with App Indexing API
  38. 38. #SMX #22A @JustinRBriggs Autocomplete App Suggestions
  39. 39. #SMX #22A @JustinRBriggs Only the beginning…
  40. 40. #SMX #22A @JustinRBriggs Search as an interface with app actions
  41. 41. #SMX #22A @JustinRBriggs App Actions App Indexing Knowledge Graph App Actions+ =
  42. 42. #SMX #22A @JustinRBriggs Leverage Schema.org Actions <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "MusicGroup", "name": "Weezer", "potentialAction": { "@type": "ListenAction", "target": "android-app://com.spotify.music/http/we.../listen" } } </script>
  43. 43. #SMX #22A @JustinRBriggs App Actions
  44. 44. #SMX #22A @JustinRBriggs Building an Action Graph Order me a pizza? Schedule my meeting? Drive my car? Ok, Google
  45. 45. #SMX #22A @JustinRBriggs What about iOS?
  46. 46. #SMX #22A @JustinRBriggs Close to Release iOS app indexing in the wild Validates in testing tool
  47. 47. #SMX #22A @JustinRBriggs Thanks! hello@briggsby.com

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