The document discusses the benefits of app indexing and deep linking for mobile apps. It notes that app indexing allows apps to be accessible from search results for individual app screens, benefiting user experience and discoverability. Deep linking is required for app indexing but can also stand alone. The document argues that apps provide a better user experience than mobile web for content-heavy apps where users need live updates, like financial apps. Implementing deep linking and app indexing for a financial app led to increased user engagement and retention as well as search traffic and installs. Coordination is required between development teams to implement app indexing successfully.

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Igal Stolpner, Investing.com
App Indexing - Case Study
And Why You Should Invest in Deep Linking Too

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Imagine a website accessible through its
homepage only…

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 For your app to be accessible through each screen
separately
 Can be used for:
Push Notifications, Emails, Social Sharing, Search
Implementing Deep Linking

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 Deep Linking can exist
without being indexed
 App Indexing cannot exist
without deep linking
Important to Distinguish

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 Make sure everyone
understands what it means
 Your app will benefit at the
expense of your mobile
web traffic
From a Business Perspective

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They are best for products users consume
over and over again
Apps Aren’t Better For Everyone

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So why apps over mobile web?

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 In Financial Markets, it’s
all about live data
 Immediate access - traders
need their quotes/charts
right now
 They watch them move in
real time
Apps Over Mobile Web

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 It’s not just about user
acquisition anymore
 Growing our market share
 Must provide a better
experience
In a Competitive Market

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 High returning visitors ratio
 Engagement
 Loyal user base
 Branding
Today, We’re Looking For:

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 Native apps are faster
 Technology and features:
 Camera, GPS, Push Notifications, Rotation
 Data Collection
 The brand is one click away
Apps Do a Better Job For Us

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 Pages per session
Apps: 5.1 / Mobile site: 2.7
 Monthly visits per user
Apps: 40 / Mobile site: 5
Apps vs. Mobile Site

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 Installed Apps:
 1 in 4 - used daily
 1 in 4 - never used
According to a Google/Ipsos Survey

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 15% of our users stopped engaging without uninstalling
 And then we thought that:
 Users are still obsessively connected to Financial Markets
 Users are still searching on Google
Prior to Deep Linking

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Since Implementing in Early 2014
 Permanent increase in sessions
 And today, only 8% aren’t engaging

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Users are less likely to uninstall an app
they use repeatedly!
In Addition

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 Competition isn’t there yet
 Increases CTR
 Brings new installs
 Improves rankings
Why Aim for App Indexing

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 Competition isn’t there yet
 Increases CTR
 Brings new installs
 Improves rankings
Why Aim for App Indexing

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 Remember Authorship rich
snippets?
 Icon/Logo grabs attention
 40% increase in CTR
CTR

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This is Free Advertising!

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 Directly from search results
 NOT at the expense of the
mobile site’s rankings
 Branded queries
 More content in apps
New Installs

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This is Free Advertising!

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App Indexing Challenges
Coordinate the work between teams:
Android/iOS, Web Dev, DevOps, Marketing

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 Apps are released in versions – Everything is slower
 “Fetch as Google” – only when version is live
App Indexing Challenges

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 App’s back button
 First click free experience
 Slow loading
Adjusting the App for Google Search

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 Only for Android (at least for the time being)
 Pay attention to blocked resources
 Biggest problem – Content Mismatch errors:
 Wrong markup tags
 Content
 Web & App crawlers – Timing
Google & the Search Console

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Google & the Search Console
App Indexing API:
Recommended since August 2015

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 App Time: 2:30 vs. 1:50
Some Results - Android
 Screens/Session: 6.2 vs. 5.1
 Daily Installs: 350-500
 Rankings examples:
 Daily Sessions: 25K (around 5%)
Query App Installed Not Installed
Eur Usd 2 4 + Content in apps
Economic Calendar 1 4 + Content in apps
Google Stock 7 15 + Content in apps
Google Sessions vs. App average

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 For our company, App Indexing related projects became
“Top Priority”
 Read the guides carefully
 Final Quarter of 2015 starts tomorrow, invest in deep
linking today
To Summarize

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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016