24 more companies adopt Google app indexing

By James Riches topicIcon Mobile Marketing

High profile brand names get their apps involved

Back in October, Google announced plans to make apps more easily accessible from SERPs in the form of app indexing for US sites, and last week they announced that this had been extended worldwide.

In the wake of this announcement, Google has been able to highlight growing support for the idea by introducing 24 high profile names that have enabled the necessary deep linking within their app.

Some the highest profile brands that have now adopted the idea include AOL, Booking.com, Eventbrite, Expedia, Flixster, The Huffington Post, IMDb, Pinterest, Tripadvisor, Tumblr, Urbanspoon and Zagat.

How does app indexing work?

App indexing was designed to allow mobile apps to be crawled and indexed in the same way as a web page. The intention is for a user to be able to access an app from a results page in just one click.

The idea behind it is to give Android users a choice between finding the information they need through a company's website or their app.

If they have the relevant app installed and the information they are seeking is contained within the app, they will be given this option in SERPs.

Webmasters can ensure their app content is indexed in the same way they do so for their main site, using the Sitemap file and Webmaster Tools. App content should then start being returned in results for relevant queries, with users able to launch the app directly from a results page.

Reports suggest that rival search engine Bing is also working on its own version of app indexing for Windows devices, which it will call 'app linking'.

Adrian Mursec, head of development at theEword, said: "This is a move that clearly makes sense. After all, why shouldn't app content be accessible in the same way as regular web pages are? As with any new idea, it helps if you can get the backing of big names, and it looks like Google has managed to do that with this latest batch of companies adopting its suggestions."