08 Dec SEO for Apps
Apple Store Algorithm Updates: An Increased Chance of Success?
Search Engine Optimisation for business purposes is a relatively straightforward affair once you get to grips with the principles. Augmenting a particular online destination, whatever the format, so that it becomes more visible to those on the prowl for whatever service or information you are providing is pretty much the crux of it.
It is once you venture behind the principles and seek to define the science of SEO that things can begin to get complicated…
The vast majority of the informed content online which pertains to SEO refers solely to web browser search engines – most notably Google. However, the practice can more or less be applied to any public information bank which a) allows users to search via inputted text, and b) track some form of conversion metric such as click-through, downloads and bounce rates.
Any such place spring to mind? How about the App Store you’ve spent so long perusing in search of that perfect addition to your, admittedly already rather overcrowded, mobile desktop?
That’s right, mobile application Search Engine Optimisation exists. Not only that, but it’s becoming a very important part of how you can conduct your business.
To put the significance of the mobile application market into perspective, let’s all sit and brew over this fine fact: at present, there are over 1 million apps available for download on the Apple App Store. Sure, there’s somewhere in the region of 1 billion websites, but it’s hardly comparable. Commercial websites are all out to convert visitors in a multitude of ways and don’t always manage to, whereas apps make an instant and lasting conversion as soon as the decision is made to download.
According to Apples own findings, over half all of the applications downloaded from their store are found via the search function. As if this wasn’t already an extremely encouraging snippet of information for anyone in the market as a developer, the recent changes made to the app store search algorithm pose even more get excited about!
Taking the focus away from keywords in the applications name, info and tagging – the app store now takes into account an entire range of contextual keywords, as well as partial matches and on-page components that may be relevant to what the user is searching for. Though far from perfect; these changes, through their elimination of stat-heavy ranking, are certainly a step in the right direction for a model which as long shut out the smaller fish.
Some Personal Ramifications
For anyone out there with a business who has ever considered the introduction of a mobile application into their model: take these recent developments as a huge and relentless green light. From this point onwards, things are only going to get better. Pretty soon more metrics are going to be introduced which follow suit from the Google Page Rank model, resulting in a more levelled playing field for all.
Instead of having your businesses application judged by an algorithm which assesses its current exposure and popularity, it will instead be judged by its relevance and value to the user. Surely this is the way it should be?