We’re excited to introduce SEO App Attribution, a new solution from Workshop that equips brands and agencies with attribution insight into app events (i.e. engagement, acquisitions, revenue) from organic search traffic. Our new tool opens up the worthier waterworks picture and alleviates many of the pain points associated with capturing app events and attribution associated with organic web search traffic.
By leveraging SEO App Attribution, marketers can hands identify an app event originating from an organic web search click and then symbol it to the relevant search engine. This allows you to understand the full contribution of SEO on your app growth and make increasingly confident waterworks marketing decisions.
We go into much increasingly detail below, but first, let’s explore increasingly well-nigh why SEO matters.
Why is SEO so critical?
Search engines were made with one purpose in mind: connecting audiences to relevant web content. However, challenges arose when trying to order search results by page relevance. In order to unhook increasingly relevant and useful results, search engines ripened algorithms to rank search results with increasingly consistency based on page content and parameters. This led to the introduction of Search Engine Optimization (SEO), which is specified by Optimizely as:
“The art and science of getting pages to rank higher in search engines such as Google.”
SEO is the science (and art) of increasing the likelihood of your website getting higher page visibility when a user is searching online for relevant products or services. The increasingly visibility your website has on search engines, the increasingly likely your link will get clicked.
Companies should unchangingly vie for the first page where they are most likely to get the most visibility. Because, in reality, how often does anyone really search vastitude the second page of results? For example, the first position on Google generates a typical click through rate (CTR) of 39.6%. This is increasingly than double the CTR for the second position (18.4%) and nearly four times the CTR for the third position (10.1%).
So what are some key benefits of SEO?
Build trust and credibility
If a user finds your site through a search engine, it can lead to largest trademark engagement, increasingly app traffic, and higher conversions due to higher trust.
Gain a competitive advantage
When good SEO is deployed consistently, those that do it largest will outrank the competition and proceeds a competitive whet at a lower forfeit than paid channels.
Reach increasingly people
SEO helps vamp users with intent at any time and will ideally widen the regulars that can discover your trademark content and website.
Source: Reliablesoft
SEO has been a veiling spot for a long time for most mobile marketers since linking to the app can lead to a loss of visibility. Using Branch’s new SEO App Attribution solution, our customers have discovered that organic web search can be responsible for increasingly than 16% of app opens (source: Branch), which ways misattribution of organic search leads to an incomplete picture of a major source of visits and revenue.
Why is SEO App Attribution a game changer?
SEO is a major growth lever for mobile brands. However, Google’s tenancy and other content challenges have made it harder to measure than most owned, earned, and paid channels. Here are a few reasons why SEO is so nonflexible to measure:
- SEO teams spend myriad hours tweaking content to ensure relevant results, but enabling app links historically meant losing visibility into their efforts.
- There is no attribution on native app links by design, which ways app sessions may be misattributed when the organic search result was the true last touch point.
- Web-to-app experiences momentum significant app acquisitions but have historically lacked the worthiness to hands tag and symbol those organic app events.
Branch is a true cross-platform solution for the mobile ecosystem, but attribution is notoriously nonflexible to measure considering users interact with many channels surpassing inward the app. Branch’s mobile linking platform (MLP) delivers industry-leading deep linking and attribution for owned and earned channels. And with SEO App Attribution, we’re unlocking a key waterworks of the user journey.
Our SEO App Attribution solution empowers marketers to symbol downstream funnel events when to the search engine that sourced the app session. App events are deduplicated and attributed to the respective search engine. This opens a window to SEO performance for a largest understanding of SEO’s value and a increasingly well-constructed cross-channel view.
NO SEO App Attribution
With SEO App Attribution
With SEO App Attribution, you get a clearer view of the worthier marketing picture by gaining insights into app events coming from organic web search traffic. This moreover helps you stave some of the typical SEO pain points, including:
- Blind spots in your overall marketing strategy due to limited visibility into the organic search channel.
- Falling overdue the competition by not investing unbearable in SEO, since SEO efforts often get limited credit for the value they drive.
- Missed upkeep and KPI goals due to erroneous credit given to paid channels, misattributed from organic traffic.
- User frustration and waif off due to a fragmented web-to-app user experience.
You can plane leverage our MLP to reap net new app users with a personalized web-to-app wits using Journeys. By showing a smart imprint or a CTA, you increase the likelihood of driving the organic visitor to your app. Just add tags to your smart banners and let SEO App Attribution do the nonflexible work of capturing and attributing lanugo funnel app events such as installs and purchases.
How does it work?
Get a increasingly well-constructed picture of how your SEO efforts impact app events coming from organic search traffic when you enable SEO App Attribution. For most brands, it does not take any spare technical expertise or developer resources to get started.
- Ensure the latest Workshop SDK is installed, top-level domains are registered, and Universal Links or App Links are enabled.
- Once a user clicks on a link indexed from a search engine (e.g. Google, Yahoo), SEO App Attribution collects specific signals and identifies the click as “organic” once the app opens.
- The Workshop SDK simulates a click, it is captured, and attribution of the app user is prescribed to the organic search channel.
- Access your data in the SEO section of the dashboard for review or download.
Once SEO App Attribution is enabled, you will be worldly-wise to view organic search performance in the Summary report and in the Sources tab. In addition, the same data is misogynist in Data Exports, Custom Exports, Daily Exports, and Scheduled Logs.
What are the benefits of SEO App Attribution?
SEO App Attribution delivers many benefits to your trademark by providing a largest user wits wideness all your links and virtuously measuring app events driven by SEO. Key benefits include:
Fewer veiling spots
Get a largest understanding of the worthier picture by attributing app events driven by organic search traffic.
Make Largest Decisions
Gain the conviction to make data-backed decisions based on a increasingly well-constructed cross-channel view.
Increase SEO value
Unlock SEO opportunities and upkeep with clearer visibility into the value SEO can bring to your overall marketing strategy.
Our solution helps proffer visibility vastitude web traffic. This ways you can start attributing app events (e.g. opens, installs, purchases) by preserving existing web attribution and subtracting incremental visibility to app events. Workshop does all this without negatively impacting SEO page ranking.
Branch is ready to help with SEO
Our mobile linking platform (MLP) delivers deep linking and attribution wideness all your owned and earned channels, including your website. SEO App Attribution gives you the tools you need to capture app insights from organic search traffic.
Branch’s SEO App Attribution unlocks SEO’s potential without hurting search rankings. This allows marketers to cut through the noise, identify organic traffic, and symbol downstream conversions when to the correct referring source — without the guesswork.
Learn increasingly well-nigh SEO App Attribution