The App Indexing It is a Google technique that can directly link the results of organic searches through deep links with the content of the respective app. Google not only gets its data from a large search index of websites, but also uses the indexed content of the Google Play Store apps. Until now, the indexing app is mainly provided by the Google search app that can be installed on smartphones or tablets.
Development
The indexing app is one of numerous search feature developments, such as the Hummingbird update that was released by Google in 2013. The Californian search engine company enabled this new technology just in time for the introduction of its new cell phone. Nexus 5 and the new version of its operating system, Android 4.4 KitKat. What makes app indexing special is that the search results are directly related to the content of the apps for the first time. Previously, AdWords ads were only directed to the Google Play Store through a link, where users could download the application for the online store or the web portal of the respective service.
The requirements for the app indexing are:
- The user must be logged into their Google account.
- The Android search app with version 2.8 or later must be installed.
- A browser must be used on a tablet or cell phone with the Android operating system.
When referring to applicable content in apps, Google Apps indexing focuses even more on mobile device content and Google search is responsive to all devices. It is conceivable that in the future it will be technically feasible to integrate the indexing app into the search function without having to log in as an Android user.
How does it work
A user searches for a cake recipe through the Google search app on his cell phone. Enter "marble cake" in the Google search bar and after clicking on "Search" you will receive the results. At the same time as the first results in the SERPs, the "Open in app" button appears. If the user clicks on it, the appropriate content will open directly in the app, which has already been installed.
«What happens in the background»
Google receives the requirements and additional information about the device and installed apps. After that, the search engine recognizes that it consists of an Android device and later that an application from the recipe web portal is installed on it, which is shown in the top 3 of the best result for the «marble cake» in the SERP . As a result, Google will display a pointer to open the recipe in the app along with the snippet from the recipe site.
Background
With the introduction of app indexing, Google can further strengthen its position as the market leader among search engine providers. The company directs its visitors even more intensively to its range of mobile apps and offers those who have the right apps greater convenience when browsing with a mobile device. This gives Google another great trump card against Apple, showing all the strengths of its search capabilities. App indexing offers more opportunities for app developers to connect mobile device content with their corresponding websites.
Deployment for developers
According to Google, the indexing app is initially only enabled with select apps and only for users in the United States. For the technique to work, webmasters of any web portal that can be opened in an application, must choose the appropriate link in the section of the web page with rel = alternate. This could look like this:
Desktop version:
www.siteexemple.com/info/appindexing
Link to the Android app offers:
<html> <head> … <enlace rel="”alternate”" href="”android-app://12345/fr.siteexemple.android/info/appindexing…</head"> <body> … </body>
At the same time, this deep link to the app can also be saved in the XML sitemap:
android-app://{package_id}/{scheme}/{host_path}
The format for the link to the app should be created in the following way so that users can navigate to the appropriate place by clicking on the link. Here we are not talking about URL, but about URI:
android-app://{package_id}/{scheme}/{host_path}.
It consists of the following coordinates:
- package_id: this number is the ID that is stored in the Google Play Store search engine for the app.
- scheme: the custom scheme that is passed to the app.
- host_path: refers to the specific content.
SEO benefits
App indexing could pose new tasks for SEOs in the future, as it would be conceivable for Google to offer a separate search function for app content or to further tailor the existing index to the nature of the device being used. Consequently, the content and media of the apps would also have to be optimized for search engines. The indexing app already requires a perfect correlation between the content on the mobile device and the desktop version.
At the same time, it would also be conceivable that in the long term, those stores and websites that have their own Android apps or apps are shown with priority, mainly when searching with mobile devices. Google has already explained in several posts how webmasters can get the most out of their mobile sites. Google AdWords extensions for business promotion on smartphones and tablets could also be interpreted as an indication of the new strengthened approach.
Putting app indexing in an even broader context, it is very possible that the presence of an application could be a type of positioning factor in highly competitive sectors such as loans or fashion.
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