Digital tech enterprise Branch is helping users find relevant content in apps that they haven’t even installed yet with a new solution called AMP Deepviews, which is designed to surface product listings, news and other useful information within a mobile app quickly and efficiently.
Google currently uses app indexing to enable access to content in apps via mobile SERPs, but this is only available when the app is installed, though Google does direct users to the app store and then to the content if they decide to install it. Branch’s solution aims to make this process more streamlined by using Google’s own Accelerated Mobile Pages (AMP) initiative.
Branch co-founder and CEO Alex Austin said that Deepviews is “incredibly exciting, because app developers can have their app content discovered as AMP pages.” This could potentially have a huge impact on the discoverability of engaging content in search, as so much quality content is now located within apps. Deepviews’ AMP focus will also mean that users can access it easily on smartphones.
In other search news, Google is stepping up its commitment to the popular AMP project after announcing new partnerships with TripleLift and Cloudflare. These latest moves will bring more native advertising and a range of new verification capabilities to the initiative in the coming months.
AMP launched less than 12 months ago, but it has already played a pivotal role in driving better search results for content and digital marketers compared to standard publishing SERPs. In a new statement, Google VP of News Richard Gingras said that AMP will continue to focus on delivering faster results by loading all content before ads.
Gingras revealed that 85 per cent of publishers have recorded higher click-through rates with AMP, and 80 per cent have reported greater viewability. There are many notable success stories within the news sector. Tech site Wired stated that its click-through rates have soared by 25 per cent thanks to AMP ads, while Slate has saved $85,000 (£68,000) annually in development results. The Washington Post and Time Inc have also revealed that they have seen improved results after becoming early adopters.