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When iTunes web preview pages first appeared for songs and albums the industry was abuzz with the possibility that iTunes could be migrating to the cloud. iTunes preview has so far had little impact on how we use purchased media content, but it has had a huge impact on how we find iTunes media content on the web, especially with iPhone apps. The iTunes web preview pages are an enormous draw for search engines and consistently rank high in the results when searching for the names of apps.

A Quick History of iTunes Web Preview

Previously, web links to iTunes content opened a redirect page (hosted on phobos.apple.com) that asked you to wait “One Moment Please” while the iTunes application was launched. This page only had a thumbnail of the cover and sparsely listed just the title and publisher.

iTunes web preview first appeared on November 13, 2009 with full pages including descriptive text (hosted on itunes.apple.com). Audio clip previews were added on January 7, 2010. These pages still launch the iTunes application, but also include the full description, select customer reviews, and links to related content. Preview pages for iPhone apps were published on February 4 and podcasts were added March 1. TV Show and Movies still have the old style pages that just launch the iTunes application.

In hindsight, the launch of iTunes 9 on September 9, 2009 with store pages rendered completely in WebKit using HTML was a sign of things to come.

iTunes Web Preview has SEO Mojo

These web preview pages have exposed text content to Google and other search engines that can now crawl and index these pages. To measure the impact this has had on search results, I did a short study on the Top 100 Paid Apps in the iTunes App Store. I chose to track the relative ranking in Google search results of the iTunes preview page and the app’s homepage when searching on the app name.

For this study, I only looked at the search results for the app name. While keywords would have been interesting to track, they are not publicly available. The keywords that publishers submit to Apple are hidden content in the iTunes App Store and are not included in the web preview page. I dropped special characters that appeared unlikely to actually be typed into a search (trademark and copyright symbols, for example).

In almost all results, iTunes appeared in the first 10 results on Google. In fact, the median result was #4. In some cases, the pages were only launched only a month ago, so that’s impressive. iTunes appeared above the app homepage for 68 of the Top 100 Apps.

In about 2/3 of the apps, the iTunes preview page ranked higher in search results. There is a marked difference between these two sets of apps.

For all 100 apps, the median rank of the developer’s homepage (as published in iTunes) in Google search results was #17. Developers should take note here because a rank of 17 means that your app’s homepage is pushed off to the much less visited second page of results.

For those cases where the homepage appeared before iTunes, the median search result rank was #1. The iTunes preview page median result was #5. When we look at the other set, where iTunes appeared above the homepage, the median iTunes result was #3 and the median homepage result was #71.

We can see here that homepages that rank well for searches on the app name have a pretty good chance of capturing customers who are looking for that app. However, if the homepage is not doing well for a search on the app name, it is far more likely that the customer will end up at the iTunes store, or perhaps a review site.

Some Surprises

While I was not surprised to see the iTunes preview pages come in at the #1 result for App Store specific titles like “Space Miner: Space Ore Bust,” I did not expect to see the iTunes page fall near the top with some older brands that predate the App Store. “Frogger,” “Skee-Ball,” and “SpinArt” — single word titles — all show iTunes at #6. Tetris, Scrabble, Rock Band and Final Fantasy have the iTunes preview page holding a spot between #13 and #15. “Playboy” — another single word term that I would have thought to have lots of search results — shows the iTunes page for the app at #7.

Why Do iTunes Preview Pages Rank So High?

iTunes preview pages rank well in Google search results because they are very search engine friendly for app names. The URL, page title, meta description, meta keywords, and the H1 tag are all loaded with the app name. These pages also have lots of incoming links from every blog entry, review, and so on that uses the iTunes link. I suspect that the Playboy app comes in at #7 because of all the recent news and opinion articles that link to the app as an example of a big publisher that escaped the iTunes sexy app purge. The old phobos.apple.com links are 301 redirected (permanently moved) to the new preview page which helps transfer all the links directed to the old page to the new preview page as well. It is interesting to note that the iTunes preview page uses the “nofollow” attribute for links to the app’s homepage, so the PageRank of the preview page does not convey any benefit to the developer’s site .

The Upside to iTunes Preview Ranking High for App Names

The advantage to publishers in having the iTunes preview rank high in search results for an app name is clear. It gets customers who are searching for their app to the one place where they can download your app and pay money for the privilege to do so. But there may be times when a publisher would want someone searching for their app to get to their own site first.

What is the Impact of Ranking Below the iTunes Preview Page?

There is no easy answer to questions about what this all means for App developers. However, let me point out one key advantage of ranking higher than the iTunes preview page — developers can influence what shoppers learn about their company and their app outside of the iTunes App Store. Also if they come to the publisher’s site first and then go to iTunes, the publisher has a chance to see what brought them there. The iTunes Store does not provide any information about individual customers or even reporting on keyword searches that lead to apps. David Barnard of App Cubby sees a positive side in the iTunes App Store climbing in the search results.It’s a better user experience for potential customers to land on a preview page. I’m also happy to see Apple working the SEO angle on behalf of developers (something myself and many fellow developers have little experience in). It does concern me that developers do not have access to analytics on these preview pages (or anything in the App Store for that matter). With iTunes preview pages ranking so high in search results, I get an even smaller window into my potential customer base. But I do appreciate Apple’s efforts to help users discover and purchase apps and the long term impact that has on my pocketbook.

Use URL-safe Characters in App Titles

One finding from this quick study is that apps with a special character like the trademark or copyright symbol in the name, do not get the app name in the URL of the iTunes because the algorithm to generate the URL must not be able to deal with these characters. In these case, the URL contains the app id only. There are nine apps with this issue in the Top 100 Paid Apps list. Of those nine, the median ranking of the iTunes preview page is #8, well below the #3 ranking of sites that do have the name in the URL. Homepages for this set of  apps dropped in the results significantly. The best homepage result of this set was #15 by “Need for Speed Undercover” but six of the nine homepages did not appear in the first 100 results from Google. In the case of “Brothers in Arms 2: Global Front” the iTunes link is in the #1 spot, but the specially created web site for the iPhone game, brothersinarmsiphone.com, does not even appear in Google search results. I do not think that we can say that the non-safe characters in the title are the cause of the low ranking for these homepages, but perhaps the inattention to SEO practices in the App Store are linked to a lack of effort to optimize the homepage as well. Developers should pay more attention to SEO to make sure that customers looking for their app can find their site.

What Does It All Mean?

There are two issues that most developers should look for right away. The first is the non-safe characters issue mentioned above. The second is to look closely at the app description. Previously, the app description was not indexed for iTunes searches. Only the name and hidden keywords are used for searching inside iTunes. However, the description text is being indexed by Google now. It would benefit publishers to spend more attention on crafting the right message in the app description to reach those searching on the web.

Apple’s move to go with HTML content in the app store and the new preview pages for the App Store and other content have had a clear effect on where iTunes content appears in web searches. More web traffic is going to go straight to the iTunes Store as this trend continues but developers can take a few steps to make sure that customers find the info that they have prepared for shoppers on their own web sites.

Related GigaOM Pro Research: Needed: A Neiman Marcus for Mobile Apps

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Faced with declining revenues and increasingly dismal prospects, some  mainstream media outlets are adopting questionable tactics, specifically dead-end web pages stuffed with outbound links and pay-per-click ads. A liberally funded LA startup is only too quick to help them. The story starts with San Francisco-based sex writer Violet Blue. She used to be a columnist for the San Francisco Chronicle, the SF daily with ever-declining circulation.

Recently, while writing a column, she did a search through the archives of SFGate.com, the online presence of the Chron. She discovered that the web site was “copying” and “distorting” her column archives. (Here’s the link– Warning: Not Safe for Work) Here’s how she describes what she saw:

The column had been stripped of all links, and divided across several pages. My bio was missing, as were all the comments. Freakishly, all the commas were gone. And the URL had been changed. The address was comprised of words; to my horror the URL had been keyworded to say “ashamed porn star” — the exact opposite of the article’s content. There is a much bigger story here. It’s all in what’s going on with archive duplication and the nation’s old media newspapers online. I think that the work done to the duped content is done for the purpose of SEO (Search Engine Optimization). The idea here seems to be stripping content, duplicating it, make SEO’d content that is a dead end for readers, and drive up results with cost per click ads.

The San Francisco Chronicle, it seems, like the Los Angeles Times, is using the technology of an LA-based startup, Perfect Market, which has raised $20 million from Trinity Ventures, Rustic Canyon Ventures and others. Tim Oren, a venture capitalist at The Pacifica Fund, on his blog, Due Diligence, points out that while there’s nothing illegal about what the newspapers are doing, it does border on scraping. Typically, spammers scrape web sites, then set up shadow blogs and fill them with pay-per-click ads. As Oren writes:

The keyword and ad-stuffed dead end pages apparently produced by Perfect Markets’s technology are isomorphic, from a search company’s point of view, to those created by more questionable tactics such as scraping. The intent is the same: to spam the index. This is the behavior that routinely gets questionable sites shoved to Google’s back pages, or banished altogether. One has to wonder just how long this type of abuse will be tolerated, simply because it’s being practiced by a recognized media outlet.

I couldn’t agree more. Nor could I help but notice the irony, considering how quick the mainstream media is to lament the traffic-stealer that is Google. It wouldn’t surprise me if more newspapers adopted these kind of strategies.

Photo by Seattle Municipal Archives via Flickr / CC BY 2.0

Hi Kalena

I use a company that “specializes” in mortgage sites and hosting. Since I am in the process of applying everything I am learning, I saw fit have my site graded by one of the many online tools available.

The tool showed that my site is coming up for both the www and non www versions of my domain. When I enquired with my host about doing a 301 for my domain to one version, they said

“There is nothing we or you can reset on the Xsites as this is beyond anything we have control over. We do not support any of this nor have the capability for any one else to have it”.

How much is it going to hurt me in SEO if I don’t get this fixed like the site grader suggested?

Alex

————————————–

Hi Alex

What you’re referring to here is domain canonicalization.

Search engines can sometimes index both www and non www versions of your domain, creating duplicate content headaches for you and also link popularity dilution. Therefore, it’s best for SEO purposes if you can stick with one version of your domain and make sure all links point to that version. The www version is my recommendation because most sites will link to you using that version anyway.

Judging by the response you got from your hosts, it sounds like they’re not familiar with the issue of domain canonicalization, which is concerning. If your site host won’t allow you to use a 301 to create a conditional redirect to your preferred version, you probably need to get a new host! Alternatively, you can use the Canonical Link Element. You can also specify your preferred URL version in Google Webmaster Tools.

My blog post Does the canonicalization of my URL impact my search engine rankings? might also be of interest.

Editor’s note: In the following guest post, Fliqz CEO Benjamin Wayne reveals some of the secrets of using video to help boost the search results rankings of your website. Fliqz is an online video platform.

As most search engine optimization (SEO) experts are aware, getting a first-page Google result is harder than ever. Not only do Google’s search and indexing algorithms continue to evolve in complexity, but Google has given over more and more of its search results real estate to “blended” search results, displaying videos and images towards the top of the first page, and pushing down—and sometimes off the page—traditional web results that would have otherwise competed for top rankings.

But where problems arise, so do opportunities. Although Google’s newfound enthusiasm for video has created more competition for fewer traditional search results, it has enabled sites with video assets—even sites that would otherwise score poorly in the Google index—to successfully achieve first-page rankings. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.

Here’s what a blended search result looks like for the search query “777 built in 4 minutes“:

Those images at the top of the search results are video thumbnails, and today, there’s only two ways to get there:

1. Upload your video to YouTube.

The advantage of this is that you are 100% certain to be indexed into Google’s search engine. This does not guarantee you’ll get a first-page result, but at least it ensures that Google knows your content exists.

The drawback, of course, is that anyone who clicks on a YouTube result will be taken to YouTube, which may be fine if your goal is branding (i.e., you only care that people watch your video). If your goal is driving traffic, as is typically the case with SEO, this won’t be a successful strategy.

Your other alternative is:

2. Video SEO

Video SEO is a set of techniques designed to make sure that:

• Google finds your video content
• Google successfully indexes your video content
• Google will display your video content when specific keywords are entered as search terms

Here’s how to make it work:

You Need Video Content

Google is fairly flexible in what it considers to be video content. You can use actual video footage, but screen captures, slide shows, animated PowerPoint slides, and other content will work just as well. Google can’t actually “see” what’s inside the video content, so it relies on title and other meta-data to determine what content your video actually contains.

Submission, Not Discovery

With traditional web pages, Google utilizes crawlers to discover and index web content. Unfortunately, Google can’t read Flash very well (although it is trying), and as a result, most video content is invisible to Google’s search crawlers. Therefore, the best way to appear in Google’s blended search results is to submit your video to Google using a Video Sitemap. This is similar to an XML sitemap, but is formatted specifically for video, and only contains information about your video content. It is submitted using Google’s Webmaster Tools.

The most common error in Video SEO is to assume that because you have submitted the web page on which a video resides, that the video content itself is being indexed.

You’ll also need to make sure that you have a robots.txt file on all video pages, to ensure that Google can easily verify that the locations on the Web you’ve submitted do in fact exist, and that they contain embed codes which indicate the presence of a video.

Title and Title Tags

When ranking videos, Google primarily considers the match between search keywords and the video title. Although Google allows you to submit other meta-data such as description and keywords, these currently don’t have much influence on your search ranking. Google likes it when the title tag of the page matches the title of the video, and will give a higher weighting for results where this is the case.

Video SEO is Long Tail

Like traditional SEO, you’re much more likely to see results with Video SEO if you target more specific, or longer tail, search terms. A video titled “Dog” is unlikely to produce a first-page ranking, while a video titled “German Shepherd Police Dog” will be more likely to score well in Google’s algorithm. Since Google can’t determine the actual content of the video, you might consider submitting the same video multiple times with different titles that match potential search terms.

New and Small Don’t Matter

With traditional SEO, the age of a website is an important consideration for Google in deciding its ranking. Google also considers things like the number of pages on the site, and the number of links to the site, along with the importance of the places those links originate.

In Video SEO, none of this matters. This means that even new sites and small sites can compete on equal footing with larger and more established players. Publishers who are too small or too new to even consider traditional SEO can still be taking advantage of Video SEO opportunities.

For the Foreseeable Future, Video SEO is a Winning Strategy

As time goes by, Google’s discovery and indexing of video content will no doubt become more sophisticated, and as competition for video results increases, it will become harder for sites to achieve these first-page rankings. However, the number of web pages still massively outnumbers indexed video assets, and for as long as that continues, publishers will have an opportunity to jump to the top of Google’s search results through Video SEO.

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