This video explores mobile results for app searches on Google and Bing, and highlights various opportunities to appear in search results.
- [Male Speaker] To better appreciate the opportunities available in mobile search, specifically for app-related searches, we wanna work with an emulator to see what it's gonna look like on different mobiles. So, if you're in Google Chrome, you head up to the right, here, click on the button, and then you would scroll down to where it says More tools. And then go down to Developer tools. If you just select that, and now you can flick up here towards a button which would either give you a desktop view or if you click on that again it will give you a mobile view.
And now you can select the phones specifically that you would like a preview for. So let's go with the iPhone 6 for now. So that's what we are doing for Bing. I'm gonna set up the same here for Google quickly and then we can easily compare the results. So I'm going to More tools, down to Developer tools, and yes, we've got it set up here for the iPhone 6.
Great, so let's do an app-related search now that's gonna be quite generic. We're just going to search for a running app and we hit on enter. And now you can see the different, sort of, results here. This is obviously just an article that you can see here, and here is a result pertaining to the iTunes store and if you go down here we've got another article.
And as we scroll down, you see a mixture of, again, different articles and listings for a running app. Now if I change the search a little bit and I say running apps, now all of a sudden we can see Bing giving us app packs. It starts off with app packs that will take you directly to the app store. And then going down from there, the results seem fairly similar.
Notice that a lot of these is third party results and it's third party websites which means that through good PR and outreach, you'll be able to do the same. Or sometimes it would mean paying for listing even. Now, let's do the same in Google, we just say running app first. Now, Google will first show you some paid results here.
So these were obviously advertisers who are going to pay Google for every install. And then as you scroll down, you'll also see more ads here. It's quite a bit of ad results and only much later on that you start to see different results from new sources and so forth. I'm going to do the same here with Google. I'm going to change it from app to apps.
And again, it's fairly similar except that now, because we've added apps with an s which is plural, it will show us some app pack results. And again, this is where your ASO if it would be quite handy so that's an expandable result that will give you pretty much everything that is available in the apps store. Great, so I'm gonna change this a little bit now, and we're gonna be way more specific.
So we're gonna search for a specific app and what we can see here at this recommendation that's called Nike+ Run Club. So let me search for Nike+ ... app and I'm gonna hit enter and I'm going to enter the same search for Google. So it's Nike+ app.
So let's head over to Google and we say Nike+ app. Great, so now if we compare it side by side, if we are within Bing, it starts first with company-related news, so that's pretty good work for Nike, that they're actually ranking first for their own brand, and then comes the iTunes store and so forth, and then you've got Google Play coming up.
So whether it's being prioritized in the results related to the brand or whether it's the brand doing great SEO for Bing, we can obviously see that Nike's own website is ranking well for branded search. And that's really what you want when you're looking at branded search. If we look at Google, we can see firstly, that the app packs are being displayed and then yes, Nike is again ranking for its own brand which is precisely what you would want if you're a brand.
They've done great work to make sure that they outrank everybody else that participates in the promotion. It's only close to the second page that we're starting to see news results that doesn't relate to Nike here which is called The Verge, Cult of Mac, and so forth. Now, of course, if you're working with a brand that is perhaps not as strong as Nike with less SEO efforts, you're gonna see different results.
I can show you even if we just look at our own app called the LinkedIn app. So this is obviously a branded search, and we'll do the same in Google. We will say LinkedIn app. Now, I'm going to just change the phone here to a Galaxy S5 because the results are clearly responsive.
So, Galaxy S5. Okay, now again, with LinkedIn, you've got branded search here and the brand itself is ranking first. And towards the second page, you start to see more diverse sources coming from Google Play and so forth. Again, the brand itself for a branded search is quite dominant in the results here.
Now, with Google, in this particular case, I need to make sure that I'm in the search results. Okay, so we have an ad here which is essentially a paid ad where Google will receive payment if we click on install. And as you go down, the Play Store is starting to rank here with Apple iTunes next.
And here, we're starting to see the fates of great online PR. We've got Investopia, we've got Business Insider, and so forth. So this is where, clearly, a good PR effort can pay off in the results. Great, so what you need to do is to, kind of repeat the process that I've just shown you here with the emulator for different apps and different niches to see what the results look like and where the opportunities are to gain similar results.
- SEO vs. ASO
- Google and Bing mobile results for apps
- Google Now on tap
- Google micro-moments
- Google App Packs
- App ranking factors
- Search-centric apps
- Mobile affiliate networks
- Enabling app indexing: Android and iOS
- Creating an app content sitemap
- Boosting app download volume and velocity
- Considering star ratings and user feedback
- Social media links and app marketing