This document discusses strategies for optimizing mobile apps. It covers topics like comparing responsive vs native apps, search engine optimization vs app store optimization, deep links and app indexing on Android and iOS, integrating apps with platforms like Google Play Store, Search Console, and AdWords, and opportunities like push notifications, structured data, and app streaming. The document provides technical details on implementing various mobile optimization techniques.

1. Mobile Masters
Bogdan Zaharia
Head of Platforms

2. Fashion Days Mobile

3. Fashion Days Mobile

4. Content
1. Fashion Days Mobile
2. SEO vs ASO
3. Deep links & App indexing
4. Integrations
5. Potential
6. AmA

5. Motivation
Responsive vs app KPIs
smartphone Android vs responsive iOS vs responsive
sessions 35% 292%
avg session duration 71% 80%
avg pages/session x3.4 x3.6
cart to detail rate 40% 12%
avg order value -2% 9%
transactions x3 x5
conversion rate x2.5 x2

6. SEO vs ASO
App store optimization

7. SEO vs ASO
Search engine optimization

8. SEO vs ASO
App store ranking factors
● app installation status
● personalized engagement metrics
● app result CTR
● keywords/title
● aggregated engagement metrics
● structured data
● canonical app IDs
● authority of web

9. SEO vs ASO
App indexing

10. SEO vs ASO
App indexing
● customer experience
● positive ranking signal
● installs
● query autocompletions - Android
● now on tap - Android
● spotlight - iOS
● push notifications

12. Deep links
Android - limitations
● App indexing starting with Kit Kat 4.4
● first click free experience
● back button behavior
● content mismatch
● ARM and x86
● tasks
● for all users on Chrome (logged in/incognito)

13. Deep Links
Android
● HTTP URLs / custom
● homepage
● matching 1on1
● noindex.xml - wildcards
● declaring androidManifest.xml

14. App indexing
Android
● scheme / host / path

15. App indexing API
Android
● deep links > app indexing
> app indexing API
● Google Play Services
● Google API Client
● 1 call (activity/fragment)
● Action Type: TYPE_VIEW
● non NULL values
● dependent on pageview

17. Deep links
iOS
● iOS 9
● logged in Google - Google app
● uninstalled app opens Safari as default behavior
● activities / navigation points

18. Deep links
iOS
● control index: app-to-site association (json) - web

19. App Search API
iOS - Spotlight
● structured data: indexable metadata

20. App to site

21. App to site

22. App to site

23. State
iOS
! think
! business cases
! user cases
! test cases
! implement

24. It gives me great joy to announce that our mobile apps
version 3.1 have been submitted to App Store and
Google Play. This has been one of our most
complicated releases so far, as it implies a lot of next-
gen technologies, presented by Apple and Google to
the general public late last year
Sebastian, Head of Mobile

25. Integrations
1. Play Store
2. Search Console
3. Adwords
4. GTM

26. Integrations
Play Store

27. Integrations
Search Console - Validation

28. Integrations
Search Console - Reports

29. Integrations
Search Console - Fetch as Google

30. Integrations
Search Console - Fetch as Google

31. Integrations
Search Console - Crawl Status

32. Platforme integrate
Search Console - ooops

33. Integrations
Search Console - Crawl status

34. Integrations
Search Console - SA - Install app button performance
5x clicks & 43% conversie

35. Integrations
Search Console - SA - Search Query performance
non branded trend

36. Integrations
Adwords
● settings > linked accounts > Google Play

37. Integrations
Adwords

38. Integrations
Adwords
Android
display & search & remarketing
iOS
display & remarketing

39. Integrations
Adwords
● AdMob

40. Integrations
Adwords

41. Integrations
Adwords

42. Integrations
Adwords
● app engagement
● remarketing params need an index
to differentiate from web custom
params
● dataLayer & GTM for scalability

43. Integrations
Analytics

44. Integrations
Analytics

45. Potential
Push Notifications

46. Potential
Push Notifications - CTR report

47. Potential
Structured data
● json-ld
● needs Google validation

50. Potential
App Streaming