And Google will reward you with a boost of 1-4 places in your Web site's search ranking. There simply is no reason not to have an app these days. But the data shows that customers who use mobile apps actually spend more in-stores. (Pro tip: It's not.) Or it may be because they don't want to drive customers away from their stores.
It may be because they think a mobile Web site is enough. Even now, many retailers still don't actually have an app. Instead, I want to concentrate on the specific techniques that focus on the interaction between apps and Web sites(including mobile Web). There is already a wealth of material about SEO and ASO, so I'm not going to go over all the techniques for boosting sites or apps. Just having an app will give your site a noticeable boost. And conversely, the higher your app ranks, the more of a boost your site will get. The higher your site ranks, the higher your app will rank. Most importantly, your search ranking and your app store ranking are interlinked. What Google's ranking system looks for now are the elements that will make your entire brand attractive to people. The art of modern SEO and ASO isn't simply to outguess Google programmers: it's to understand what people are actually looking for.
Their increasingly sophisticated algorithms are no longer simple checkboxes of headings, keywords, links and site traffic. Google's stated aim is to promote the content that their customers want. The user experience has to be seamless and unified, allowing them to shift between devices and tools at will, and do what they want whenever and wherever it's convenient. And finally they'll keep an eye on their shipping notifications via the app. Then they'll make a purchase on their computer during their coffee break. They may browse on their phone while riding the bus to work. In fact, they're likely to use more than one tool in the same transaction. They just want to use whatever tool is most convenient to find out what you're offering, make a purchase, track their deliveries, or communicate with you. In this omnichannel world, customers don't care about technical issues or internal divisions of responsibility. (And, if you have a retail store as well, that's just another part of the same thing, not a separate commercial units.) As far as they're concerned, they're all part of the same brand, just different ways to access it. When designed and managed properly, your site and your app should reinforce and complement each other.Ĭustomers don't look at your site and your app as separate things. They're all part of the same thing, both in the minds of your customers, and in the mind of Google. When you think about your online presence, you shouldn't divide it into your Web site and your app.
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