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Did you know that as of 2023, there are approximately 2 million apps available on Apple’s App Store and a staggering 2.9 million on Google Play? These apps have become an integral part of our daily lives, serving as gateways to information, services, and entertainment.
Google remains a formidable force, continually adjusting its algorithms and guidelines. Recently, the search giant introduced a game-changer: incentivizing mobile app creators to vie for top positions in Google search results.
Surprisingly, these apps need not be directly tied to a traditional website. If you’ve invested significant effort in local SEO for your website, this development might seem disheartening. But fear not! There are strategic steps you can take to compete effectively and leverage mobile optimization to your advantage.
“Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations – it will transform your entire business.” – Thomas Husson
If you’re only checking web analytics through anonymous searches, you may not view the results seen by people with mobile devices. You need to check your rank through multiple devices – both Android and Apple, iOS or otherwise. AND you need to check from phones/iPads that have installed those apps. Google will push links to users with a downloaded app (like Yelp). These are applications that never before had to concern themselves with organic search or web presence. Scary? Yes. But you can take action.
Apps are starting to dominate local search results (SEO). Google is coming out with something called “app streaming.” They’re hosting a virtual machine in the Cloud that runs Android and Android apps. Then, they allow users to stream the app from their phone. What this means is users will be able to access the app without actually having it installed on their phone. This is groundbreaking. Now that there is no “installation barrier,” the apps are more like websites. What this means is that eventually people who don’t have an app will start seeing it more highly ranked in Google search results, when before it never would have been visible at all. A lot of apps that had no prior web presence will appear in Google searches and may be competing against your business.
“Those marketers who create a full mobile experience for their consumers – with apps, optimized mobile sites, mobile loyalty programs, employing targeting like location, allowing sales on mobile devices, etc., are really experiencing the power of mobile along the purchase funnel.” – Sheryl Dajia
One search you can do yourself (again, perform this search on various mobile devices) is “site:yourdomain.com.” You might find surprising results. Your page might be mobile-friendly, but if reviews pop up instead of your home page, are the reviews mobile friendly? Then, once you have a list of all the pages that fit a non-friendly description, you can put them in Google’s “mobile friendly testing tool.” Google will tell you what to do about it. Sometimes their suggestions and corrections are as simple as:
With the constantly changing paradigm between Google and SEO, you may wish to add an app to your website itself. This might be a completely strange idea for your business. If you would benefit from some expert advice, call LocalSEOsearch.ca. The professionals at our company can maximize SEO for your current website and keep you up to date on new Google initiatives, while adding new content and links that will keep your search ranking high.
