App Search – Whiteboard Friday
Posted by Tom-Anthony
App search is growing and changing, and there’s more opportunity than ever to both draw customers in at the top of the funnel and retain them at the bottom. In today’s special British Whiteboard Friday, Tom Anthony and Will Critchlow of Distilled dig into everything app search and highlight a future where Google may have some competition as the search engine giant.
Tom: Howdy, and welcome to another British Whiteboard Friday. I’m Tom Anthony, head of the R&D Department here at Distilled. This is Will Critchlow, founder and CEO. Today we’re going to be talking about app search. App search is really, really important at the moment because research shows that the average user is spending 85% of their time in apps on their mobile phone.
Will, tell us a bit about app search.
Will: When we say “app search,” we could potentially mean three things. The first is App Store Optimization or ASO, which is not what we’re going to be talking about today. It’s an important area, and it’s got its own quirks and intricacies, but it’s pretty far down the funnel. Most of the searches in app stores are either branded or high-level category searches.
What we want to spend more of our time on today is…
This is right at the top of the funnel typically, and it’s taking over the opportunities to rank in long-tail search. So this gives you the opportunity to acquire new users via search really for the first time in app marketing.
The third element that we’ll touch on later is the personal corpus, which is the idea right down at the bottom of the funnel and it’s about retaining the users once you have them.
The critical thing is app indexing. That’s what we want to spend most of our time on. What are the basics, Tom? What are the prerequisites for app indexing?
Tom: The first thing, the most important thing to understand is deep links.
Tom: People sometimes struggle to understand deep links, but it’s a very simple concept. It’s the parallel of what a normal URL is for a web page. A URL takes you to a specific web page rather than a website. Deep links allow you to open a specific screen in an app.
So you might click a deep link. It’s just a form of a URL. It might be on a web page. It might be in another app. It can open you to a specific point in an app, for example the @Distilled page in the Twitter app.
There’s been various competing standards for how deep links should work on different platforms. But what’s important to understand is that everyone is converging on one format. So don’t bother trying to learn all the intricacies of it.
The important format is what we call universal links. Will, tell us a bit …read more
Source:: Moz Blog