SEO is an important aspect for digital customer experience
Moving your site to HTTPS has its own advantages & disadvantages from a SEO point of view. There are many challenges associated with moving to HTTPS. It involves a series of 301 redirects. These redirects are usually associated with loss of link equity resulting in loss of rankings. Google is also emphasizing on switching to HTTPS & data has to be evaluated to see if the win/loss gain from switching.
Another problem is the loss of referral data. Referral data plays an imp role in finding who is the referrer, what kind of site & others. No referral data is sent when traffic is refereed from a HTTPS to non HTTP site.
Meta referrer tag can be used to send data in such situations. Traffic remains encrypted & HTTPS can also be used.
Using Google search console, you can find out how Google treats & understands your app content in its search results. Using the stats from the search console, you can improve your app for better traffic, downloads & others.
Add your app to Google search console through entering your app name: android-app://com.example to search console. This data is shown to authorized app owners only.
Connect your site to your app by associating your site with your app. It helps with understanding and ranking the app content better.
The new Search Analytics report provides detailed information on top queries, top app pages, and traffic by country. You can also filter it by country, device, search type & others to drill down for further information.
Cross check which content from your app actually matches with the content from search & getting more clicks. If they are matching, users are finding the content good else navigation need to be restructured or content needs to be fine tuned for better user experience.
If you have an android app for your business or services along with a website, Google now allows you to connect both the app & the website. This helps users searching on their smartphones & tablets to be directed to the respective app content. Once the users have installed the app, the users will be directed to the relevant part of the app. Many sites have already implemented this feature & Google has made it even more simpler to connect the website & app. These new features also help analyze the performance & find out the errors. The steps involved are
1) Add deep link support to your app
2) Connect your site and your app
With the normal crawling & indexing process, Google will discover app/site deep links & provide the deep links results in Search. A new feature has been added in Webmaster Tools to help find any issues during the app-site link. It will show you what type of errors have been detected for the app page-web page pairs & can be corrected to show correct links.
Source: Google Webmaster Central Blog
90% of people move between devices to complete a goal on PC, Mobile, Smartphone & others. 86% of people use their smartphone while consuming other media. 75% of customers prefer a mobile friendly site. Sites that work across multiple devices are more enjoyable & successful as well.
These are the main parameters to keep customers happy:
paths to purchase and
The 3 main ways of delivering them are
Responsive web design
Source: Google Think Insights
In case of users searching for beauty products online, many start their journey undecided on brands. Makeup, Skincare, Fragrance, hair care & others are some of the products users are looking for. Beauty shoppers take action after watching beauty videos on youtube & other leading video properties. Some of the findings from the Google study are
1) 58% buy to replace a product they ran out of, 36% buy to take advantage of promotion, 27% buy to try a new product.
2) Price, Quality & brand are most influential to beauty purchase decisions
3) Almost half of beauty shoppers don’t know which brand they will buy when they start shopping.
4) Beauty shoppers rely on paid search ads while they research
5) Free shipping, speed and convenience move beauty shoppers to buy online
Google commissioned Ipsos, an independent market research company, to find out how Click to Call in Organic & Paid Mobile Search Results Influence Purchase Decision. 1500 Mobile searches who made the purchase were used to understand the process. Some of the key findings from the study are
1) A 3rd of mobile searchers need to directly call a business from the search results.
2) Adding a phone number to mobile search ads results in an avg CTR increase of 8%
3) 52% of Mobile searchers find the call button useful
4) 72% of clicks on a mobile search ad call button lasts longer than 30 seconds.
5) on Average 40 million calls are driven by Google ads each month
6) Lack of call button can damage consumer’s perception of business.
Access the Study at Google Think Insights