The rise of the app world has created various services within SEO, the most prevalent being App Store Optimization and Search Engine App Optimization. With an escalation of app dominance on mobile search results stemming from deep indexation and a consistent growth in mobile search traffic, Search Engine App Optimization, in particular, will serve as an extremely impactful opportunity for brands.
For the foreseeable future, leveraging both paid search placements and organic rankings for specific terms allow a brand to truly dominate SERPS, thereby driving a potentially massive share of the volume into app installs, app re-engagement, and the like.
While the more recently popular solutions, such as Programmatic and Paid Social Media, are other effective methods of driving these actions, Paid Search and SEO have and always will continue to have one key advantage: full intent. By knowing the exact intent of the user and providing them with the most relevant answer to a particular query, a brand is able to not only stand out but also make a true, memorable impact on a user. As Programmatic and Paid Social Media’s capabilities expand, their success is tied heavily to gathering insight on users, that of which ranges from partial to near-full intent. Whether it be targeting a user who has certain interests and behaviors, targeting a user reading an article containing particular terms, or even following a user who searched a particular term as they move across the programmatic ecosystem, these teams optimize their efforts on the intent seen by these potential customers. The closer match we have to a particular user’s intent and a brand’s offerings, the greater chance we have to driving actions from the user.
This cross touchpoint, omni-channel approach has been extremely successful in achieving our clients’ goals but as mobile users continue to enable ad-blocking on their devices, we can expect to see a heightened focus on Mobile SEO, particularly Search Engine App Optimization for brands.
There appears to be a rift within the U.S. smartphone user community (190.5 million users according to eMarketer) with a small portion of users adopting ad-blockers, virtually removing themselves from advertisers’ grasps, and a high majority of users electing to remain reachable. Although this majority share of the market is predicted to decrease overtime, there is clearly a growing trust stemming from this majority segment, which has led to this drastic increase in mobile search ad engagement rates.
As a search marketer, I am excited to see how our environment adapts to a smaller user pool which will be in a sense more qualified. These users are opting to receive relevant information from advertisers in the hope that that information will range from a partial to full match on what a particular user may want or need. This, leveraged with Search Engine App Optimization efforts, will be a highly efficient way of reaching users regardless of their ad-blocking status. For users who have ad-blocking enabled, these efforts will be a major driver as it will be one of the few remaining channels that gives advertisers the chance of matching user intent.
Brendan Strauss, Senior Search Strategist - Team Lead