Category SEO Knowl for BFSI Brands

Google adds PodCasts to Search Results Pages for Desktop & Mobile Search

Google is adding audio podcasts to its Search Results Pages including the FIRST Page, alongside news, videos, photos and web links. You’ll be able to play the audio podcasts directly from within Google Search Results Pages. This feature is being rolled out to Web Search Results as well as the Mobile Search Results properties. And the clicked podcast can be started on your desktop and later continued on your smartphone seamlessly.

That means searchers won’t have to leave the Google Search Page and go to an external audio media player or elsewhere to listen. They’ll be able to listen via the Google Podcasts app on phones or on the Web.

Google estimates that there are now some 2 million podcasts available for listening, and it wants to help people find them. In 2018 it launched a Google Podcasts app, saying at the time, it hoped to double the audience by exposing more of the podcasts to more people.

In a recent interview, Google product manager Zack Reneau-Wedeen said he expects with podcasts in Search, podcast listeners will increase exponentially in US, India and other fast adopting countries globally.

The podcast search feature will be rolled out gradually and searchers will need to include the word “podcast” in their query at first. Eventually, the Google search engine will get smarter and be able to show results from podcasts without it, Reneau-Wedeen says. He said Google is using “speech technology” to monitor each podcast and create an internal transcript for search results. So not just your initial audio script but entire episode words will be crawled & indexed by the Google Crawlers to rank the podcast in their Search Results.

Later this year, Google will open up podcast search to the Google Assistant, which is available on its Google Home speakers, as well as on iOS and Android phones.

“For example, when you ask the Google Assistant for podcasts about a certain topic, such as `Hey Google, play a podcast about Marie Curie,’” Google notes in a company blog, “it will suggest episodes for you related to your search.”

The clicked podcast audio is played via the Google Podcasts app and web player.  So, your listening progress is synced with Google servers, so you could start a podcast show on your computer, for instance, and continue on your phone later.

Also, the audio player agnostic podcast listening ensures that the Searcher is not just locked on the device screens but can be saliently voiced  information about your business, brand, product, service or advise from your podcast while on-the-go on their phones.

Hence, we at MindStar NetCorp predict this feature to enhance the engagement time of the Searcher with their liked Search podcast results and become an important channel of prospect engagment for the Brand.


A New Visual Look for Google Search Results Pages (SERPS) for Mobiles

Google SERPS for the Mobile Pages have a new look for their listings. They have introduced websites favicon & branding for the listings for the Mobile Search Engine Results Pages.

With this new design, a website’s branding can be front and center, helping you better understand where the information is coming from and what pages have what you’re looking for.

The name of the website and its icon appear at the top of the results card to help anchor each result, so you can more easily scan the page of results and decide what to explore next.

For Brand Owners & WebMasters, this new page update for the Mobile Searches is a tremendous opportunity to build up more credibility for their brands & web presence.

As we are already aware of the viewing window available to the first 3 – 5 listings for Mobile SERP pages & a very short attention span of the mobile user, this step brings out a good opportunity to Brand Owners & WebMasters.

Not only does this visual refresh of the SERP enable Google to attract better CTRs, it is also a good opportunity for Brands & Marketers to get visible to the Searcher positively & build up a higher OTS (an offline media term) in today’s highly crowded digital medium.

This new visual look will also ensure that the appropriate number of clicks go to the primary brand listing of the Brand rather than to the name sake lookalikes or brand name spin-offs abounding in the world wide web.

So Brands & Webmasters must doorbell their SEO agencies as soon as possible to enable reaping in of the clicks, traffic & credibility aspects from this update to their Brand portals & websites.

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App Store Optimization – A Crucial Slice of Mobile App Marketing

There are over 6 million mobile apps in the major app marketplaces of Google Play & Apple iOs Store with more country specific Apps getting launched daily. Hence, getting your app discovered is one of the foremost challenges facing mobile app publishers today. A recent Study by Appentitive shows that most Apps are discovered through Search on an App marketplace during general browsing.

What is ASO or App Store Optimization?

“ASO is the process of optimizing mobile apps to organically rank in top positions in an app store’s/marketplaces Search results or Category results.” The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more download of your app in the App marketplace or leads to higher traffic to your app’s page in the App store/marketplace.

The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can be guided to knowing more information like app description, app ratings, app user reviews etc. which will lead them to downloading your mobile app for use.

ASO relies on some similar SEO activities like Researching Keywords, using the keywords and other app info intelligently along with user related aspects like ratings, reviews, page links, app content optimization and

Why is ASO important?

According to Forrester, 63% of apps are discovered through app store searches. This makes Search, in the app store, the most used method for discovering and downloading new apps.

What are the mechanics of ASO?

Let’s start by breaking down the various components that can affect your ASO:

Main Factors:

1. App related

2. App Marketplace related

3. External to App & App Stores related

Their prime factors are as follows :

1. App Related Factors :

* Title – It is a crucial line of text which provides a quick snapshot to the Searcher about the App and it’s functionality to the Searcher. It must be expertly written with good research into thee likely key phrases important to the app domain.

 * Keywords – Most of the App Stores/Marketplaces follow the keywords variables to categorize and sort the Apps available with them. This categorization into categories like finance, art, business etc. and user centric ones like “newly launched, most popular ones, best free apps, most downloaded apps’ etc….is done wrt the keyphrases and keywords factors with some linking to  other App factors. A SEO expertise is required to research and apply the keywords for best ranking of the Apps.

 2.   App Marketplace related Factors :

* Total # of Downloads– Your number of App downloads are extremely important to ASO, but as said the more the App is seen, the more it is likely to be downloaded by users.

* Ratings and Reviews – Also important to ASO as these bring in the quality and user liking of the App wrt content, user interface, app experience, App speed etc. This is similar to CTR, Bounce Rate & Page Speed factor for usual SEO Search.

 3. External to App & App Stores :

* External links to App Pages

* Links to apps content pages

* Links to Apps Brand Page

* Social Media optimizations

* Digital PR to maintain App updates

* App technology

Benefits of ASO :

Most Mobile Marketing Researchers and Experts have brought forth the benefits of ASO.
Ian Sefferman, the CEO of MobileDevHQ, says :

“ASO is having dramatic effects on our client apps. For those who put the time in to understand, iterate, and test, we’ve seen many apps increase their downloads by a factor of 2x-10x, and an increase of revenue by a similar, or bigger, rate due to the increase in engagement of users earned by ASO. ASO is not a simple process, and you might not see the impact overnight, but if you’re willing to invest in it, the outcome can be incredibly worthwhile.”

So ASO helps in promoting Apps, popularizing them, putting them on users mobiles and keeping them visible against new apps.

How Long Does ASO need to be done?

ASO is a process that needs to be monitored and constantly tweaked over a period of time. Your optimal set of keywords rarely is the set that you first opt to put in the app store.

Today, Developers often pick keywords and write descriptions at the last second during an app’s submission process thus leaving most apps hidden as no optimization is undertaken and the likelihood of discovery quite low.

An Experts inputs to the ASP process helps in researching the proper title, keywords and description to the App pages as well as promote it organically on App Stores/Marketplaces.

More and more Apps are published every day, and the constant stream of new ratings, reviews, and downloads for them can affect your search rankings if your Apps pages on the App Stores / Marketplaces are not optimized for rankings. 

Hence ASO is an ongoing process than a One-Off activity and it’s benefits to App Publishers are multifold in promoting the App organically to it’s users.