Most importantly, your search ranking and your app store ranking are interlinked. What Google's ranking system looks for now are the elements that will make your entire brand attractive to people. The art of modern SEO and ASO isn't simply to outguess Google programmers: it's to understand what people are actually looking for. Their increasingly sophisticated algorithms are no longer simple checkboxes of headings, keywords, links and site traffic. Google's stated aim is to promote the content that their customers want. The user experience has to be seamless and unified, allowing them to shift between devices and tools at will, and do what they want whenever and wherever it's convenient. And finally they'll keep an eye on their shipping notifications via the app. Then they'll make a purchase on their computer during their coffee break. They may browse on their phone while riding the bus to work. In fact, they're likely to use more than one tool in the same transaction. They just want to use whatever tool is most convenient to find out what you're offering, make a purchase, track their deliveries, or communicate with you. In this omnichannel world, customers don't care about technical issues or internal divisions of responsibility. (And, if you have a retail store as well, that's just another part of the same thing, not a separate commercial units.) As far as they're concerned, they're all part of the same brand, just different ways to access it. When designed and managed properly, your site and your app should reinforce and complement each other.Ĭustomers don't look at your site and your app as separate things. They're all part of the same thing, both in the minds of your customers, and in the mind of Google. When you think about your online presence, you shouldn't divide it into your Web site and your app.
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