What is Google App Indexing and Why Does it Matter?

You type in something in the Google search box and it displays the most relevant results. Up until 2013, Google only indexed the desktop and mobile web. But with mobile apps becoming more ubiquitous, users were looking for relevant information not only from websites but also from apps. Google took a note and launched app indexing in 2013. In Google’s own words, sometimes the best answer is on the website, sometimes it’s in an app.

Fast forward today, when you make a Google search on your mobile, it displays results both from the mobile web as well as mobile apps. Just like mobile web, the result displayed is a deep link that takes the user to a specific piece of content within the app rather than launching the first screen of the app.

Now how is it relevant to your business? Say you run a niche fashion store specializing in waistcoats. Someone googles for linen waistcoats on their mobile set. Now since your niche fashion store has one of the most relevant results for the query, Google indexes your app and displays it in top search results. Google app indexing not only puts your app at the forefront among the top players, but also prompts the prospects to download your app (since every result comes with an app install prompt by default). The users click on the link and lands directly on the specific searched content within the app.

With Google app indexing on its way, businesses are realising the importance of embedding an app with deep links. According to a survey conducted by URX, 22% of the top 200 mobile apps deployed deep links in 2015. In 2016, more mobile apps are expected to do so. The implications of app indexing are quite obvious – Brands that will proactively grow their mobile presence, will get a competitive advantage over the ones which don’t. The marketers need to understand that app indexing is just one step towards the inevitable dominance of mobile search. And is in no way, a static phenomenon. Mobile search will continue to evolve and businesses that keep up with the latest indexation technology will get a leg up on the competition.

App indexing creates a win-win scenario for the mobile users, apps and Google. Mobile users get to enjoy a better search experience, apps get to improve their discoverability and Google gets to drive higher engagement.

Sounds lucrative. Doesn’t it?

The question is how you enable your app to be Google indexed. There are a couple of ways to do that. Google indexes content in an app through a sitemap file or its webmaster tools. If it sounds all too technical, all you should know that your mobile app builder should enable you to integrate your app with app indexing API for Android and app indexing SDK for iOS.