Mobile Masters
Bogdan ZahariaHead of Platforms
Fashion Days Mobile
Fashion Days Mobile
Content
1. Fashion Days Mobile2. SEO vs ASO3. Deep links & App indexing4. Integrations5. Potential6. AmA
MotivationResponsive vs app KPIs
smartphone Android vs responsive iOS vs responsive
sessions 35% 292%
avg session duration 71% 80%
avg pages/session x3.4 x3.6
cart to detail rate 40% 12%
avg order value -2% 9%
transactions x3 x5
conversion rate x2.5 x2
SEO vs ASOApp store optimization
SEO vs ASOSearch engine optimization
SEO vs ASOApp store ranking factors
● app installation status● personalized engagement metrics● app result CTR● keywords/title● aggregated engagement metrics● structured data● canonical app IDs● authority of web
SEO vs ASOApp indexing
SEO vs ASOApp indexing
● customer experience● positive ranking signal● installs● query autocompletions - Android● now on tap - Android● spotlight - iOS● push notifications
Deep linksAndroid - limitations
● App indexing starting with Kit Kat 4.4● first click free experience● back button behavior● content mismatch● ARM and x86● tasks● for all users on Chrome (logged in/incognito)
Deep LinksAndroid
● HTTP URLs / custom● homepage● matching 1on1● noindex.xml - wildcards● declaring androidManifest.xml
App indexingAndroid
● scheme / host / path
App indexing APIAndroid
● deep links > app indexing > app indexing API
● Google Play Services● Google API Client● 1 call (activity/fragment)● Action Type: TYPE_VIEW● non NULL values● dependent on pageview
Deep linksiOS
● iOS 9● logged in Google - Google app● uninstalled app opens Safari as default behavior● activities / navigation points
Deep linksiOS
● control index: app-to-site association (json) - web
App Search APIiOS - Spotlight
● structured data: indexable metadata
App to site
App to site
App to site
StateiOS
! think! business cases! user cases! test cases! implement
It gives me great joy to announce that our mobile apps version 3.1 have been submitted to App Store and
Google Play. This has been one of our most complicated releases so far, as it implies a lot of next-
gen technologies, presented by Apple and Google to the general public late last year
Sebastian, Head of Mobile
Integrations
1. Play Store2. Search Console3. Adwords4. GTM
IntegrationsPlay Store
IntegrationsSearch Console - Validation
IntegrationsSearch Console - Reports
IntegrationsSearch Console - Fetch as Google
IntegrationsSearch Console - Fetch as Google
IntegrationsSearch Console - Crawl Status
Platforme integrateSearch Console - ooops
IntegrationsSearch Console - Crawl status
IntegrationsSearch Console - SA - Install app button performance
5x clicks & 43% conversie
IntegrationsSearch Console - SA - Search Query performance
non branded trend
IntegrationsAdwords
● settings > linked accounts > Google Play
IntegrationsAdwords
IntegrationsAdwords
Androiddisplay & search & remarketing
iOSdisplay & remarketing
IntegrationsAdwords
● AdMob
IntegrationsAdwords
IntegrationsAdwords
IntegrationsAdwords
● app engagement● remarketing params need an index
to differentiate from web custom params
● dataLayer & GTM for scalability
IntegrationsAnalytics
IntegrationsAnalytics
PotentialPush Notifications
PotentialPush Notifications - CTR report
PotentialStructured data
● json-ld● needs Google validation
PotentialApp Streaming