Mada Seghete (CEO of Branch - Deep linking tool) and Ethan Smith (Graphite CEO) talk about how to optimize SEO to drive app growth.
Cluster the different user intents and have strategies specific to them on 3 main levels: learning, browsing and converting.
Think beyond your intuition of what is good content and think about what Google and users consider is good content. Depending on topics there are different patterns: step by step photos, video, etc.
If you have the right subtopics that are comprehensive and cover all the themes around one topic you can outperform competition. Many of the top results are missing subtopics that you wouldn't think should belong to that article.
Example: health benefits and cooking ideas on fennel by MasterClass
If you know the intent, feed that intent back to the user in your buttons and CTA. Example: - "Order delivery In App" instead of "Continue" - "View Dress In App" instead of "Open In App"
Google penalizes you from a SEO perspective if you show them a big interstitial as soon as they get to your page so using smaller banners for low-intent users is probably better. But you can be more agressive when there is a stronger intent or after the first web conversion.
The more you customize and personalize the banner to the user intent, the higher your View-to-Click ratio (can be more than 5x).
Cluster the different user intents and have strategies specific to them on 3 main levels: learning, browsing and converting.
Think beyond your intuition of what is good content and think about what Google and users consider is good content. Depending on topics there are different patterns: step by step photos, video, etc.
If you have the right subtopics that are comprehensive and cover all the themes around one topic you can outperform competition. Many of the top results are missing subtopics that you wouldn't think should belong to that article.
Example: health benefits and cooking ideas on fennel by MasterClass
If you know the intent, feed that intent back to the user in your buttons and CTA. Example: - "Order delivery In App" instead of "Continue" - "View Dress In App" instead of "Open In App"
Google penalizes you from a SEO perspective if you show them a big interstitial as soon as they get to your page so using smaller banners for low-intent users is probably better. But you can be more agressive when there is a stronger intent or after the first web conversion.
The more you customize and personalize the banner to the user intent, the higher your View-to-Click ratio (can be more than 5x).
Cluster the different user intents and have strategies specific to them on 3 main levels: learning, browsing and converting.
Think beyond your intuition of what is good content and think about what Google and users consider is good content. Depending on topics there are different patterns: step by step photos, video, etc.
If you have the right subtopics that are comprehensive and cover all the themes around one topic you can outperform competition. Many of the top results are missing subtopics that you wouldn't think should belong to that article.
Example: health benefits and cooking ideas on fennel by MasterClass
If you know the intent, feed that intent back to the user in your buttons and CTA. Example: - "Order delivery In App" instead of "Continue" - "View Dress In App" instead of "Open In App"
Google penalizes you from a SEO perspective if you show them a big interstitial as soon as they get to your page so using smaller banners for low-intent users is probably better. But you can be more agressive when there is a stronger intent or after the first web conversion.
The more you customize and personalize the banner to the user intent, the higher your View-to-Click ratio (can be more than 5x).
Notes for this resource are currently being transferred and will be available soon.
Web acquisition is more cost efficient than app acquisition but app conversion is more effective.
[💎@05:50] Organic users are better in terms of both purchase rate and retention rate over time.
SEO should start with intent - ask yourself the question "what is it that the user wanted?" Think about the user experience for that intent, the content strategy for that intent and the conversion strategy for that intent.
→ [💎@07:00] Cluster the different user intents and have strategies specific to them on 3 main levels: learning, browsing and converting.
A common mistake of SEO is to have a number of keywords and to have a landing page for each. Rather than thinking about keywords, think about topics and group several keywords and key phrases.
Google does not want list pages and is favoriting long form content.
[💎@09:50] Think beyond your intuition of what is good content and think about what Google and users consider is good content. Depending on topics there are different patterns: step by step photos, video, etc.
[💎@10:35] If you have the right subtopics that are comprehensive and cover all the themes around one topic you can outperform competition. Many of the top results are missing subtopics that you wouldn't think belong to that article.
Example: health benefits and cooking ideas on fennel by MasterClass. Here is the link (subtopics are actually on the page).
A decision to download and register for an app is like a cost analysis by the user. Reduce cost for users by reducing friction: small details can have a large impact.
[💎@13:09] Different parts of your (mobile) website have different volumes of visits and different intent "intensity". Each of these parts can have its own strategy: you don't want to be too agressive when the intent is too low.
By App Growth I feel Ethan is really talking about prompts and CTA
[💎@13:50] If you know the intent, feed that intent back to the user in your buttons and CTA. Example:
- "Order delivery In App" instead of "Continue"
- "View Dress In App" instead of "Open"
Then categorize by themes and giving scores to the keywords.
Banners sending to the app from the web can look very different: app only discount, small prompt for low-intent users, etc.
[💎@20:05] Google penalizes you from a SEO perspective if you show them a big interstitial as soon as they get to your page so using smaller banners for low-intent users is probably better. But you can be more agressive when there is a stronger intent or after the first web conversion.
Do not disturb users when they are deep in the funnel and/or decide to show banners only if they have the app.
[💎@25:25] The more you customize and personalize the banner to the user intent, the higher your View-to-Click ratio (can be more than 5x).
Branch has developed a persona idea that allows to follow users across platforms.
Web acquisition is more cost efficient than app acquisition but app conversion is more effective.
[💎@05:50] Organic users are better in terms of both purchase rate and retention rate over time.
SEO should start with intent - ask yourself the question "what is it that the user wanted?" Think about the user experience for that intent, the content strategy for that intent and the conversion strategy for that intent.
→ [💎@07:00] Cluster the different user intents and have strategies specific to them on 3 main levels: learning, browsing and converting.
A common mistake of SEO is to have a number of keywords and to have a landing page for each. Rather than thinking about keywords, think about topics and group several keywords and key phrases.
Google does not want list pages and is favoriting long form content.
[💎@09:50] Think beyond your intuition of what is good content and think about what Google and users consider is good content. Depending on topics there are different patterns: step by step photos, video, etc.
[💎@10:35] If you have the right subtopics that are comprehensive and cover all the themes around one topic you can outperform competition. Many of the top results are missing subtopics that you wouldn't think belong to that article.
Example: health benefits and cooking ideas on fennel by MasterClass. Here is the link (subtopics are actually on the page).
A decision to download and register for an app is like a cost analysis by the user. Reduce cost for users by reducing friction: small details can have a large impact.
[💎@13:09] Different parts of your (mobile) website have different volumes of visits and different intent "intensity". Each of these parts can have its own strategy: you don't want to be too agressive when the intent is too low.
By App Growth I feel Ethan is really talking about prompts and CTA
[💎@13:50] If you know the intent, feed that intent back to the user in your buttons and CTA. Example:
- "Order delivery In App" instead of "Continue"
- "View Dress In App" instead of "Open"
Then categorize by themes and giving scores to the keywords.
Banners sending to the app from the web can look very different: app only discount, small prompt for low-intent users, etc.
[💎@20:05] Google penalizes you from a SEO perspective if you show them a big interstitial as soon as they get to your page so using smaller banners for low-intent users is probably better. But you can be more agressive when there is a stronger intent or after the first web conversion.
Do not disturb users when they are deep in the funnel and/or decide to show banners only if they have the app.
[💎@25:25] The more you customize and personalize the banner to the user intent, the higher your View-to-Click ratio (can be more than 5x).
Branch has developed a persona idea that allows to follow users across platforms.
Web acquisition is more cost efficient than app acquisition but app conversion is more effective.
[💎@05:50] Organic users are better in terms of both purchase rate and retention rate over time.
SEO should start with intent - ask yourself the question "what is it that the user wanted?" Think about the user experience for that intent, the content strategy for that intent and the conversion strategy for that intent.
→ [💎@07:00] Cluster the different user intents and have strategies specific to them on 3 main levels: learning, browsing and converting.
A common mistake of SEO is to have a number of keywords and to have a landing page for each. Rather than thinking about keywords, think about topics and group several keywords and key phrases.
Google does not want list pages and is favoriting long form content.
[💎@09:50] Think beyond your intuition of what is good content and think about what Google and users consider is good content. Depending on topics there are different patterns: step by step photos, video, etc.
[💎@10:35] If you have the right subtopics that are comprehensive and cover all the themes around one topic you can outperform competition. Many of the top results are missing subtopics that you wouldn't think belong to that article.
Example: health benefits and cooking ideas on fennel by MasterClass. Here is the link (subtopics are actually on the page).
A decision to download and register for an app is like a cost analysis by the user. Reduce cost for users by reducing friction: small details can have a large impact.
[💎@13:09] Different parts of your (mobile) website have different volumes of visits and different intent "intensity". Each of these parts can have its own strategy: you don't want to be too agressive when the intent is too low.
By App Growth I feel Ethan is really talking about prompts and CTA
[💎@13:50] If you know the intent, feed that intent back to the user in your buttons and CTA. Example:
- "Order delivery In App" instead of "Continue"
- "View Dress In App" instead of "Open"
Then categorize by themes and giving scores to the keywords.
Banners sending to the app from the web can look very different: app only discount, small prompt for low-intent users, etc.
[💎@20:05] Google penalizes you from a SEO perspective if you show them a big interstitial as soon as they get to your page so using smaller banners for low-intent users is probably better. But you can be more agressive when there is a stronger intent or after the first web conversion.
Do not disturb users when they are deep in the funnel and/or decide to show banners only if they have the app.
[💎@25:25] The more you customize and personalize the banner to the user intent, the higher your View-to-Click ratio (can be more than 5x).
Branch has developed a persona idea that allows to follow users across platforms.