Google has discontinued its Page Annotations feature in the iOS app, which automatically added search links to webpages.
The feature was introduced late last year and converted certain website text into Google Search links without publisher consent.
Recent updates confirm that it’s no longer supported.
Short-Lived & Controversial
The Page Annotations feature was first announced in November and attracted attention for its potential to divert traffic away from websites.
This feature automatically converted on-page text into tappable links that directed visitors to Google Search results.
Unlike similar features in Google’s ecosystem, Page Annotations used an opt-out model, meaning publishers didn’t need to opt in.
If you didn’t want Google to insert links into your content, you had to submit an opt-out form, and the changes would take effect within 30 days.
Silent Removal
Google has removed all mentions of the Page Annotations feature from its official documentation on “Control what you share with Google.”
The updated text outlines various methods for publishers to control their content’s appearance in search results but does not mention the now-discontinued feature.
Additionally, the annoucement thread on Google’s community forums has been removed.
An archived version of the announcement remains available. See it in the screenshot below:
Screenshot from: web.archive.org, March 2025.
Why the Reversal?
While Google hasn’t publicly stated reasons for discontinuing Page Annotations, the feature’s introduction came at a sensitive time for the company, which has been facing increased scrutiny over its search and advertising practices.
The feature raised concerns about Google’s relationship with publishers. By inserting its links into others’ content without explicit permission, Google influenced how people interacted with websites within its app.
Why This Matters
Google’s quick discontinuation of Page Annotations suggests it may be reevaluating its publisher relationships due to ongoing antitrust concerns.
Publishers no longer need to worry about Google adding links to their content in the iOS app.
Google is expanding ‘Circle to Search’ to iPhones, allowing users to search for anything on their screens.
Google isn’t calling it by that name, though, because you can use “whatever gesture comes naturally.”
If you’ve seen how it works on Android, it essentially does the same thing on iPhones.
The big difference is you can only activate it from the Google or Chrome apps, whereas ‘Circle to Search’ on Android is built into the operating system.
Additionally, Google is expanding AI Overviews within Lens search results.
‘Search Screen With Google Lens’ On iOS
Previously exclusive to Android, this ‘Circle to Search‘ alternative expands visual search on iOS.
How It Works
iPhone users can now open the Chrome or Google apps and tap the three-dot menu to initiate a screen-wide Lens search.
Instead of taking a screenshot or navigating to another tab, you can highlight, draw, or tap on the part of the screen you want to identify.
Google will then return information about the object you’ve identified.
Expanding AI Overviews
Circle to Search employs Google Lens, which uses an online image database to help you identify objects.
Google says new AI models allow Lens to recognize more unusual or unfamiliar things.
For those “unusual” searches, Google says an AI Overview will appear with information about what your camera is pointing at.
This overview details what you see and includes links to web resources. You can see an example below:
This is all done without prompts. You won’t need to ask a specific question or add extra keywords to find what you need.
However, you can refine your search with follow-up questions if you choose to.
Availability
These new features are rolling out to iOS users this week and will be available globally for Chrome and Google apps.
For AI Overviews, English-language users in select locations will see them first in the Google app on Android and iOS, followed soon by Chrome on desktop and mobile.
Google is rolling out updates to the “Circle to Search” tool, making it more helpful for marketers, businesses, and Android users.
Circle to Search lets you circle, scribble, or tap on anything visible on your phone screen to instantly search the web without switching apps.
With expanded AI Overviews, the tool is better equipped to deliver useful insights—especially for visual searches.
AI Overviews Now Cover More Visual Searches
The most significant update is the expansion of AI Overviews to handle a broader range of visual search results.
You can circle objects like a trending product, a competitor’s ad, or a storefront logo to get an instant, AI-powered summary.
Screenshot from: blog.google/feed/circle-to-search-new-features/, January 2025..
For example, suppose you spot an interesting product in a social media post. In that case, you can circle it to generate an overview of the brand, pricing, related products, and links to explore further.
This makes it easier to research trends, analyze competitors, and stay on top of what resonates with audiences.
Navigational Searches
Google is improving Circle to Search to make it easier for you to find and use information. You can now quickly visit a URL, send an email, or call a phone number.
Circle to Search will recognize numbers, email addresses, and URLs on your screen so you can act with just one tap.
Why This Matters
Visual search can assist marketers with understanding consumer behavior and identifying opportunities.
Through Circle to Search, you can extract information from social media posts, competitor materials, or real-world items like event signage or product displays.
This access to insights can help with making data-driven decisions faster.
Availability
These new features are rolling out now for Android users.
Google is starting to roll out an AI-based Q&A feature to Google Business Profiles (GBP) on Google Maps for mobile.
This feature will very likely replace Google Q&A, which has silently gone missing on some listings.
The “Ask Maps about this place” AI feature was first announced in late October 2024, along with a number of other Google Maps AI enhancements, but has not been widely available or visible.
At the time, Google also noted that “you’ll also see similar experiences in the coming months on Search – including AI-powered review summaries and the option to ask detailed questions about places.”
Currently, the feature is available on the Google Maps app, buried on the profile in the Overview tab, beneath the basic business NAP details and the review summaries.
How Does It Work?
Ask Maps allows users to input open-ended questions into a query box. While it offers and suggests pre-formed queries tailored to the business, users can also ask specific questions.
Pre-formed queries can differ significantly by business location (for multi-location businesses), with businesses sharing minimal overlap. And sometimes, similarly formulated questions might deliver slightly different answers.
The query field allows for compound questions. Although, the more you ask, the more likely you will be told that there isn’t enough information about this place to answer your question.
Screenshot from Google Search, January 2025
Ask Maps often, but not always, suggests six pre-formed queries – a kind of local version of People Also Ask – to help the searcher more quickly get their potential questions answered.
Some listings have no questions, and a few have two to four of these suggested queries.
These pre-formed queries vary by location, with even locations tied to the same brand sharing minimal overlap.
In looking at four or five different store locations, there were only a few of these questions that were duplicated.
Screenshot from Google Search, January 2025
We were curious about whether the review corpus or previous Q&A answers were used to generate these pre-formed queries.
We downloaded and analyzed reviews and Q&A content using N-grams, word clouds, and ChatGPT. We found virtually no correlation between the existing Google Q&A or review content and the pre-formed queries presented.
Obviously, a searcher can ask any question of the AI.
As mentioned, however, if Google does not have enough data from the listing attributes, reviews, the business website, or trusted third-party sites, the user will be told: “There’s not enough information about this place.”
Not Every Category
Unlike the soon-to-be legacy Q&A feature, Ask Maps excludes some business categories and is only available in U.S.-based locations.
In our review, the feature wasn’t present on profiles for most healthcare providers, counseling, social services, pregnancy care, and drug rehab centers, although we did find it on dentist profiles.
The feature was also not visible on highly distressed and spammy categories like moving companies, locksmiths, and garage door listings. It was available in categories that are less spam-filled, like HVAC, roofers, and electricians.
Profiles of businesses in legally regulated categories like marijuana dispensaries, tobacco, guns, or dating services did have the feature.
The primary category of the listing determines whether the feature appears or not.
YMCA locations in my area each have slightly different categories, and the one with social services as the primary category did not have Ask Maps, while all the others did.
Screenshot from Google Search, January 2025
Where Does The Information Come From?
Google says:
“All of these features are made possible thanks to Gemini’s powerful creation, reasoning and summarization capabilities — grounded in our trusted data about 250 million places around the world and insights from the Maps community.”
In answering Ask Maps questions, Google appears to rely first on content in the business profile, GBP reviews, and the business website before it will access third-party content.
When Google had images from GBP image uploads relevant to the answer, those were included as well.
While the source for these images, in the example we saw, was represented as the business website, the images all came from Google Business Profile.
Screenshot from Google Search, January 2025
Ask Maps will go out to third-party web sources if needed to answer a question, and the site is trusted.
In the following example, we asked about issues that customers had experienced with this dealership, and the response referenced Carfax.com and Facebook.
Oddly, Ask Maps is currently unable to answer product inventory questions even when Google clearly has the inventory uploaded to Merchant Center, and it shows elsewhere on the profile.
Screenshot from Google Search, January 2025
Reviews From The Web
It’s obvious that consumers value reviews, and Ask Maps gives them access to both summary of the worst and best of Google reviews, as well as reviews from around the web.
The query below, asking about Barbara Oliver Jewelry’s “rating around the internet,” surfaced the review summary (using Local schema) directly from her website with additional data from Facebook.
However, despite numerous attempts, it would not surface her Yelp reviews.
Screenshot from Google Search, January 2025
Your Website As Data Source
The following video demonstrates Ask Maps’ ability, in many situations, to answer questions that previously required a visit to a business website.
On the Barbara Oliver jewelry profile, we asked, “What’s involved in custom ring design?” and got back a 118-word answer that referenced multiple sections and pages from the Barbara Oliver website.
Google Q&A Deprecation
Clearly, this feature is a major improvement upon Google Q&A, which rolled out in early 2018. Most Q&A answers are user-generated and often repetitive, contradictory, or inaccurate.
Initially, the feature was highly visible on the Business Profile in search, although it has moved down the page more recently.
A contributor in the Google support forums was recently told that the current Q&A feature is being deprecated.
As communicated in our previous email, the Q&A feature is no longer available to any of our users, regardless of their location. Additionally, there is no support link or method through which you can verify this information independently. Please note that this update aligns with Google’s new guidelines. As per these changes, profiles that are updated in accordance with the latest requirements will not have a Q & A option available.
This has yet to be formally confirmed by Google. But it makes sense given that Ask Maps, once it rolls out more widely and to search, does a significantly better job of answering questions than Q&A could ever hope to. Ask Maps does so by using a limited number of reliable sources.
At the moment, Ask Maps is U.S. only. In its current form, it probably violates EU DMA regulations and highlights the massive self-preferencing occurring with Google Local.
It’s, therefore, unlikely to come to Europe anytime soon. Although, it is likely to show up elsewhere soon.
Local Marketing Strategy Response
Google continues to move down the path of more dynamic AI-generated content on your Google Business Profile.
While this behavior changes dramatically by vertical, there is every reason not just to treat your profile as your new homepage but to up your game in that regard.
In a practical sense, it doesn’t really matter whether your leads come directly from Google or from your website as long as they are coming in. And when you can gain an edge by feeding Google, you should.
Website
As the example above demonstrates, Google answers user questions with substantial and meaningful responses.
My colleague David Mihm has long argued that your website content is perhaps best viewed as a feed for search and now AI engines.
You need to be sure that your site has a properly siloed structure and content.
The content must answer all important customer questions about your business. This includes not just what you do, but how and where and how well you do it.
It should show as well as tell, by providing imagery and video on top of text.
Reviews
Given the ability of tools like Ask Maps to summarize your reviews from both Google and from around the web, it’s more important than ever to both diversify your review content and highlight them on one of Ask Maps’ most trusted sources: your website.
Photographs
We have long championed original, high-quality photography (and video) on both your website and GBP.
It leads to increased engagement (a ranking signal) and increased conversions (the ultimate goal). And your photos need to be regularly updated at both places for maximum benefit.
There is no more economical way to get higher returns than great photographs and video.
Social Profiles
Google first looks at GBP data, then reviews, and then the business website. But if the question cannot be answered there, it will then start pulling in information from your social accounts.
Facebook and LinkedIn were common in our testing, and you should be sure that they are up-to-date and accurately reflect your products, services, and reputation.
Citations
Google has long relied on web references (a.k.a. citations) – non-linked branded mentions – from around the web to understand local entities.
This can be seen very clearly in the screen below, where we asked if the business owner supported local volunteer organizations.
Both a news article and the Facebook page for one of the organizations she works with were referenced.
This type of sourcing is also a great research tool to understand the types and sources of valuable citations for your business.
These types of searches should be done for your direct competitors as well to provide additional ideas on where you might be able to get these references.
Screenshot from Google Search, January 2025
The Future Of Local
The growing “zero-click” behaviors in Google Local inevitably lead to declining traffic for small business websites. These types of changes will continue unless the government steps in to regulate it as a monopoly.
For some sectors, like publishing, which depends on traffic for ad sales, this is a potential death knell – in local. However, traffic losses can often be replaced with more leads from GBP if you play Google’s game.
As frustrating as it is sometimes, we think that the game is still worth playing. The leads generated can be significant. But the types of content and signals Google needs these days to rank you well (branding, reviews, engagement, etc.), you should be doing regardless.
That game is increasingly verticalized on Google – or at least user behaviors are.
We will also highlight critical technical elements and new opportunities in voice features and accessibility.
Whether starting out or looking to improve your strategy, read on for practical tips to succeed in SEO.
1. Master Conversational, Long-Tail Keywords
A key difference between text search and voice search is the use of conversational, long-tail keywords.
For example, someone might type, “best Italian restaurant NYC,” while a voice searcher would ask, “What’s the best Italian restaurant in New York City?”
To improve visibility in voice searches, focus on long-tail keywords that reflect natural speech.
Use question phrases like “what,” “where,” and “how.” Tools like AnswerThePublic and AlsoAsked can help you find common questions in your industry.
Example
For instance, a meal delivery service might encounter questions like, “What’s the healthiest meal delivery option?”
The company can increase its chances of ranking in voice searches by creating content that answers these.
2. Aim For Position Zero
Featured snippets, or “position zero,” are short answer boxes at the top of search results. They’re crucial for voice search, as they provide direct answers for virtual assistants.
To improve your chances of getting a featured snippet, offer clear answers to common questions in your field. Use bullet points, numbered lists, or short paragraphs (40-50 words) for easy reading.
Example
Imagine a skincare brand that creates a series of “How to” blog posts addressing common concerns like “How to get rid of acne scars” or “How to build a basic skincare routine.”
By structuring their content in a voice-friendly way and providing direct, actionable answers, they can improve their odds of earning featured snippets for these queries.
3. Prioritize Local SEO
Many voice searches are local, like “coffee shops near me” or “directions to the nearest gas station.”
To take advantage of this traffic, businesses should focus on local SEO.
Encourage satisfied customers to leave reviews, as these can appear in voice search results.
Also, use local keywords throughout your website and create specific pages or posts with phrases like “best [product/service] in [city].”
Example
Consider a local home services company that wants to improve its visibility for voice searches.
This business could use the ‘LocalBusiness’ schema markup, target “near me” keywords, and create city-specific service pages.
This would help search engines understand where the business operates and improve its visibility in local voice searches.
4. Speed Up Your Website
Voice searchers want quick answers, and slow-loading websites can lose them. Page speed is crucial for ranking in both regular and voice searches.
Use tools like Google’s PageSpeed Insights or GTmetrix to check your load times and find improvements.
You can speed up your site by compressing images, minifying CSS and JavaScript, using browser caching, reducing redirects, and upgrading your hosting.
Example
Imagine an ecommerce website that struggles with slow load times due to large product images and inefficient code.
Implementing a series of speed optimizations could improve page load times, provide a better user experience, and increase the site’s chances of ranking for voice searches.
5. Implement Structured Data
Structured data, or schema markup, is code that helps search engines understand your website better.
This extra information can boost your chances of ranking for voice searches and appearing in special search results.
If you own a local business, focus on specific schema types like LocalBusiness, Restaurant, and Product.
These schemas let you share important details such as your business hours, address, menu items, and customer reviews.
Example
Consider a local restaurant that implements RestaurantSchema markup on its website.
By providing search engines with detailed information about their cuisine type, price range, hours, and location, they can improve their chances of appearing in voice search results for queries like “What’s the best sushi restaurant near me?”
6. Craft Voice-Friendly Content
To optimize your content for voice search, think about both what you say and how you say it. People using voice search want clear, brief, and easy-to-understand information.
Here are some tips for creating voice-friendly content:
Answer common questions directly.
Use simple words and short sentences.
Organize your content with H2 tags, bullet points, and numbered lists.
Keep paragraphs short (1-2 sentences).
Write a clear, conversational title that matches what people might ask in a voice search.
FAQ pages work well for voice search optimization because they naturally answer common questions in a straightforward way.
Users often search for “Near Me” phrases such as “pizza near me,” “gas stations near me,” or “ATM near me.” To improve your visibility for these searches, follow these tips:
Add Google Maps to your website to show where your business is located.
Use local keywords, like neighborhood names and landmarks.
Example
If you run a retail business with several locations, create specific pages for each.
You can help customers find their nearest store more easily by including store details, directions, and maps.
7. Improve Accessibility
Voice search is essential for many users with visual impairments or mobility challenges.
Improving your website’s accessibility can help these users and may also improve your voice search rankings. Here are some key accessibility practices:
Include captions and transcripts for video and audio content.
Use semantic HTML markup.
8. Explore Voice-Specific Features
As voice search technology improves, there are new ways to optimize your content.
Here are some features to consider:
Build Alexa skills or Google Actions to connect with voice assistant users.
Use speakable markup to show which parts of your content work well for audio playback.
Optimize for conversational searches on voice shopping sites like Amazon and Walmart.
Make Your Business Voice-Search Ready
Implementing these eight voice search optimization strategies can ensure your business is well-positioned to capture the growing audience of voice search users.
The key to success is to imagine yourself in your target customer’s shoes and consider how they might phrase their queries when speaking to a voice assistant.
As a final tip, it’s always a good idea to conduct your own voice searches related to your industry or niche. Analyze the top-ranking results and identify commonalities or best practices you can apply to your optimization efforts.
By staying proactive and continually refining your approach, you can remain ahead in the ever-evolving world of voice search SEO.
By removing barriers and ensuring inclusive digital experiences, you can tap into this 1 billion-person market and drive substantial economic growth.
Digital accessibility helps to increase employment opportunities, education options, and simple access to various banking and financial services for everybody.
In fact, they often enhance overall website performance, which leads to:
Better user experience.
Higher rankings.
Increased traffic.
Higher conversion rates.
Ensures Your Websites Are Compliant
Increasing lawsuits against businesses that fail to comply with accessibility regulations have imposed pressure on them to implement accessibility in their digital assets.
Compliance with ADA, WCAG 2.0, 2.1, 2.2, Section 508, Australian DDA, European EAA EN 301 549, UK Equality Act (EA), Indian RPD Act, Israeli Standard 5568, California Unruh, Ontario AODA, Canada ACA, German BITV, Brazilian Inclusion Law (LBI 13.146/2015), Spain UNE 139803:2012, France RGAA standards, JIS X 8341 (Japan), Italian Stanca Act, Switzerland DDA, Austrian Web Accessibility Act (WZG) guidelines aren’t optional. Accessibility solution partnerships ensure to stay ahead of potential lawsuits while fostering goodwill.
6 Steps To Boost Your Growth With Accessibility
To drive growth, your agency should prioritize digital accessibility by following WCAG standards, regularly testing with tools like AXE, WAVE, or Skynet Technologies Website Accessibility Checker, and addressing accessibility gaps. Build accessible design frameworks with high-contrast colors, scalable text, and clear navigation.
Integrate assistive technologies such as keyboard navigation, screen reader compatibility, and video accessibility. Focus on responsive design, accessible forms, and inclusive content strategies like descriptive link text, simplified language, and alternative formats.
Providing accessibility training and creating inclusive marketing materials will further support compliance and growth.
To ensure the website thrives, prioritize mobile-first design for responsiveness across all devices, adhere to WCAG accessibility standards, and incorporate keyboard-friendly navigation and alt text for media.
Optimize page speed and core web vitals while using an intuitive interface with clear navigation and effective call-to-action buttons, and use SEO-friendly content with proper keyword optimization and schema markups to boost visibility.
Ensure security with SSL certificates, clear cookie consent banners, and compliance with privacy regulations like GDPR and CCPA. Finally, implement analytics and conversion tracking tools to gather insights and drive long-term growth.
We know this is a lot.
If this sounds good to you, let us help you get set up.
How Can Digital Accessibility Partnerships Supercharge Your Clients’ SEO?
Partnering for digital accessibility isn’t just about inclusivity — it’s a game-changer for SEO, too!
Accessible websites are built with cleaner code, smarter structures, and user-friendly features like alt text and clear headings that search engines love.
Plus, faster load times, mobile-friendly designs, and seamless navigation keep users engaged, reducing bounce rates and boosting rankings. When you focus on making a site accessible to everyone, you’re not just widening your audience—you’re signaling to search engines that the website is high-quality and relevant. It’s a win-win for accessibility and SEO!
12 Essential Factors To Consider For Successful Accessibility Partnerships
Expertise: Look for a provider with a proven track record in digital accessibility, including knowledge of relevant global website accessibility standards and best practices.
Experience: Consider their experience working with similar industries or organizations.
Tools and technologies: Evaluate their use of automated and manual testing tools to identify and remediate accessibility issues.
Price Flexibility: Explore pricing models that align with both the budget and project requirements. Whether for a single site or multiple sites, the service should be compatible and scalable to meet the needs.
Platform Compatibility: Ensure seamless accessibility integration across various platforms, providing a consistent and accessible experience for all users, regardless of the website environment.
Multi-language support: Enhance user experience with global language support, making websites more inclusive and accessible to a global audience.
Regular check-ins: Schedule regular meetings to discuss project progress, address any issues, and make necessary adjustments.
Clear communication channels: Establish clear communication channels (for example: email, and project management tools) to facilitate efficient collaboration.
Transparent reporting: Request detailed reports on the progress of accessibility testing, remediation efforts, and overall project status.
KPIs to measure success: Review the partner’s historical data, especially those similar projects in terms of scale, complexity, and industry.
Evaluate technical expertise: Assess their proficiency in using various accessibility testing tools and ability to integrate different APIs.
Long-term partnership strategy: Compare previous data with the current one for improvement and optimization process. It is crucial for a long-term partnership that there is a specific interval of review and improvements.
Scaling Accessibility With Smart Partnerships
All in One Accessibility®: Simplicity meets efficiency!
The All in One Accessibility® is an AI-powered accessibility tool that helps organizations to enhance their website accessibility level for ADA, WCAG 2.0, 2.1, 2.2, Section 508, Australian DDA, European EAA EN 301 549, UK Equality Act (EA), Indian RPD Act, Israeli Standard 5568, California Unruh, Ontario AODA, Canada ACA, German BITV, Brazilian Inclusion Law (LBI 13.146/2015), Spain UNE 139803:2012, France RGAA standards, JIS X 8341 (Japan), Italian Stanca Act, Switzerland DDA, Austrian Web Accessibility Act (WZG), and more.
It is available with features like sign language LIBRAS (Brazilian Portuguese Only) integration, 140+ multilingual support, screen reader, voice navigation, smart language auto-detection and voice customization, talk & type, Google and Adobe Analytics tracking, along with premium add-ons including white label and custom branding, VPAT/ACR reports, manual accessibility audit and remediation, PDF remediation, and many more.
Quick Setup: Install the widget to any site with ease—no advanced coding required.
Feature-Rich Design: From text resizing and color contrast adjustments to screen reader support, it’s packed with tools that elevate the user experience.
Revenue Opportunities: Agencies can resell the solution to clients, adding a high-value service to their offerings while earning attractive commissions through the affiliate program.
Reduced development costs: Minimizes the financial impact of accessibility remediation by implementing best practices and quick tools.
Agency Partnership: Scaling accessibility with ease!
Extended Service Offerings: The All in One Accessibility® Agency Partnership allows agencies to offer a powerful accessibility widget – quick accessibility solution into their services, enabling them that are in high demand.
White Label: As an agency partner, you can offer All in One Accessibility® under their own brand name.
Centralized Management: It simplifies oversight by consolidating accessibility data and reporting, allowing enterprises to manage multiple websites seamlessly.
Attractive Revenue Streams: Agencies can resell the widget to clients, earning significant revenue through competitive pricing structures and repeat business opportunities.
Boost Client Retention: By addressing accessibility needs proactively, agencies build stronger relationships with clients, fostering long-term loyalty and recurring contracts.
Increase Market Reach: Partnering with All in One Accessibility® positions agencies as leaders in inclusivity, attracting businesses looking for reliable accessibility solutions.
NO Investment, High Return: With no setup costs, scalable features, and up to 30% commission, the partnership enables agencies to maximize profitability with their clients.
Affiliate Partnership: A revenue opportunity for everyone!
The All in One Accessibility® Affiliate Partnership program is for content creators, marketers, accessibility advocates, web professionals, 501 (c) organizations (non-profit), and law firms.
Revenue Growth through Referrals: The All in One Accessibility® affiliate partnership allows affiliates to earn competitive commissions by promoting a high-demand accessibility solution, turning referrals into consistent revenue.
Expanding Market Reach: Affiliates can tap into a diverse audience of businesses seeking ADA and WCAG compliance, scaling both revenue and the adoption of accessibility solutions.
Fostering Accessibility Awareness: By promoting the All in One Accessibility® widget, affiliates play a pivotal role in driving inclusivity, helping more websites become accessible to users with disabilities.
Leveraging Trusted Branding: Affiliates benefit from partnering with a reliable and recognized quick accessibility improvement tool, boosting their credibility and marketing impact.
Scaling with Zero Investment: With user-friendly promotional resources and a seamless onboarding process, affiliates can maximize returns without any costs.
Use Accessibility As A Growth Engine
Endeavoring for strategic partnerships with accessibility solution providers is a win-win for agencies aiming to meet the diverse needs of their clients. These partnerships not only enhance the accessibility of digital assets but also create opportunities for growth, and loyalty, top search engine rankings, boost revenue, improve compliance with legal standards, and make you to contribute into digital accessibility world.
With Skynet Technologies USA LLC, Transform accessibility from a challenge into a revenue-driving partnership. Let inclusivity power the success.
Ready to get started? Embarking on a digital accessibility journey is simpler than you think! Take the first step by evaluating the website’s current WCAG compliance with a manual accessibility audit.
App store optimization (ASO) helps your app stand out in busy marketplaces. It’s about making your app more visible and increasing downloads. This guide will provide strategies for both Google Play and Apple App Store, perfect for those starting or looking to improve.
Table of contents
What is app store optimization?
App store optimization is an important process for app developers and marketers. It is a way to make your app more noticeable in a crowded online environment. The primary aim of ASO is to enhance your app’s visibility so that potential users can find it easily among millions of other apps.
Visibility is the first step to success. When your app ranks higher in search results, more people will see it, which can lead to more downloads. But ASO doesn’t stop there. It’s also about attracting the right users — those likely to engage with your app and find value in it.
ASO involves several strategies to achieve these goals. These include selecting the right keywords, writing engaging descriptions, and making sure your app’s visuals appeal. Each element makes your app appealing to both the app store algorithms and potential users.
In short, ASO is about optimizing all aspects of your app’s listing to improve its chances of being discovered and downloaded. App store optimization can significantly impact your app’s success in the marketplace.
Google Play and Apple’s App Store are the biggest marketplaces for apps
ASO vs. SEO
App store optimization and search engine optimization aim to improve visibility, but they operate in distinct environments. ASO is specific to app stores like Google Play and Apple App Store, while SEO focuses on Google Search and other platforms where users search for information. Understanding the differences and similarities between these two can enhance your app’s strategy.
One key difference is the platform. ASO deals with app-specific factors like app titles, keywords, ratings, and reviews. In contrast, SEO involves optimizing website content, backlinks, site structure, and more.
User intent also varies. App store users typically search for specific functionalities, games, or entertainment, whereas web searchers often seek commercial insights, general information, or answers to specific questions. Of course, there are instances where an online store offers both a good mobile experience and an app in various stores. It all depends on the strategy.
Despite these differences, ASO and SEO share some common ground. Both rely heavily on keywords to improve search rankings. In ASO, keywords help your app rank higher in app store search results, just as they do for web pages in SEO. Quality content is crucial in both areas. For ASO, this means clear app descriptions and engaging visuals, while SEO involves well-written, relevant website content. User engagement plays a vital role, too. High engagement, such as time spent on the app or positive user ratings, can lead to better rankings in app stores and search engines.
Google indexes app listings, so you can also use your SEO tactics to help rank these
What does app store optimization focus on?
Understanding the main components of app store optimization is essential for improving your app’s visibility and attracting more downloads. Each element is important for how the app store’s algorithms work and how potential users perceive your app.
Keyword research
Keywords are at the heart of ASO. Selecting the right keywords can increase the chances of your app being discovered. Start by identifying terms that potential users might use to search for apps like yours. Use tools to analyze keyword popularity and competition. Updating your keyword research regularly is important to adapt to changing trends and user behavior.
App title and subtitle/short description
Your app’s title is one of the first things users see. It should be catchy and include important keywords. The subtitle or short description allows you to highlight key features or benefits. A compelling title and subtitle can make your app more appealing and improve its search ranking.
The title of the app tells you the most important things, while the subtitle expands on that
App description
Your app description needs to be informative and engaging. It should clearly explain what your app does and why it’s valuable to users. Use this space to incorporate keywords naturally, but avoid keyword stuffing. The goal is to provide enough information to convince users to download your app.
Well-written descriptions help your app rank better and attract more users
App icon and screenshots
Visuals play a significant role in attracting users. Your app icon should be simple, memorable, and convey the essence of your app. Screenshots offer a glimpse into the app’s features and functionality. They should be high quality and highlight what makes your app unique. These visuals can influence a user’s decision to download your app. If it makes sense, you could also add a short highlight video.
A very recognizable logo, right? And the app title tells you what it does in just two words
Ratings and reviews
User ratings and reviews impact your app’s reputation and ranking. Encourage satisfied users to leave positive feedback. Responding to positive and negative reviews shows that you value user input and are committed to improving the app. Addressing user concerns can improve ratings and boost user trust.
App updates
Regular updates are crucial for maintaining your app’s relevance and performance. Updates can include new features, bug fixes, or improvements. Communicating these updates clearly to users can enhance their experience and keep them engaged. Consistent updates can also positively affect your app’s ranking in the app store.
Platform-specific ASO strategies
While the core principles of app store optimization apply across platforms, the Google Play and Apple App Stores have unique characteristics that require tailored strategies. Understanding these nuances can enhance your app’s visibility and success on each platform.
Google Play Store
The Google Play Store uses a distinct algorithm for ranking apps. Keyword usage, user engagement, and app performance play significant roles. The Google Play Console offers features that can help you optimize your app’s presence. Include relevant keywords in your app’s title and description, which are crucial for search rankings.
User engagement metrics, such as downloads and active users, also affect your app’s visibility. Encouraging users to interact with your app and leave positive reviews can boost your rankings. Additionally, Google Play allows for A/B testing of your app’s listing, enabling you to experiment with different visuals and descriptions to see what resonates with users.
Google Play Console has tons of features to help you grow your app
Apple App Store
The Apple App Store has its own ranking factors and review processes. Unlike Google Play, Apple emphasizes the app’s metadata, such as the title, subtitle, and keyword field. It’s vital to use these fields wisely to ensure your app is discoverable. The App Store Connect platform provides insights into your app’s performance and user engagement.
Regularly updating your app with new features and improvements can enhance its appeal and ranking. Apple’s review process is more stringent, so make sure your app complies with their guidelines to avoid delays. Encouraging users to leave ratings and reviews can significantly impact your app’s reputation and visibility.
Measuring ASO success
Tracking and measuring success is essential to ensuring the effectiveness of your app store optimization efforts. This involves monitoring key performance metrics and using analytics tools to refine your strategies.
Key metrics to track
One of the primary metrics to monitor is the number of app downloads. This indicates how well your app is attracting new users. Look for trends or sudden changes in download numbers, as these can signal the impact of your ASO efforts. Another crucial metric is the conversion rate, which measures how many users download your app after visiting its page. A high conversion rate suggests that your app listing is appealing and effectively communicates the app’s value.
User engagement is another important area to track. Monitoring how often users open your app, how much time they spend on it, and which features they use can provide insights into its effectiveness and user satisfaction. High engagement levels often correlate with better rankings in app stores, as they indicate a valuable app experience. Ratings and reviews also offer valuable feedback. A steady flow of positive reviews can boost your app’s reputation and visibility. Keep an eye on the average rating and the number of reviews to ensure you meet user expectations.
Tools for analyzing and improving ASO strategies
Several tools can help analyze your ASO performance. Platforms like App Radar and Sensor Tower provide detailed analytics on app store performance, including keyword rankings and competitor analysis. These tools can help identify which keywords are driving traffic and where adjustments might be needed. Google Play Console and App Store Connect offer built-in analytics that provide insights into user behavior and app performance.
Use these platforms to track metrics like user retention, download source, and geographic distribution, which can inform your ASO strategies. Regularly reviewing these metrics and using analytical tools will help you understand what’s working and what isn’t.
Apple’s App Store Connect has many options to see how users interact with your app
App store optimization mistakes to avoid
App Store Optimization (ASO) is crucial for boosting your app’s visibility and downloads, but common mistakes can undermine your efforts. Avoiding these pitfalls can significantly enhance your app’s performance.
Neglecting keyword research is a frequent error. Keywords are vital for discoverability. Use research tools to find relevant, high-volume keywords that match your app’s features, and update them regularly to align with market trends.
Another mistake is underestimating the importance of visuals. Your app icon, screenshots, and promotional videos are the first impressions users get. Poor-quality visuals can deter downloads, so invest in professional design to make them attractive and cohesive. Highlight key features and benefits in your screenshots to set clear user expectations.
Ignoring app reviews and ratings can harm your app’s reputation and ranking. Encourage users to leave reviews and respond to feedback promptly. Constructive responses to negative reviews show commitment to user satisfaction and can improve your app’s image.
Not updating your app regularly is also detrimental. Updates keep your app relevant and improve its performance. Include new features, bug fixes, and enhancements, and communicate these updates to keep users engaged.
Finally, avoid keyword stuffing in your app description. While keywords are important, overuse can make descriptions hard to read and lead to penalties from app stores. Focus on clear, engaging, and informative descriptions that naturally incorporate keywords.
Improving in-app purchase
After successfully working on your ASO, you can also improve paid in-app purchases — if you have these — to maximize revenue. Start by analyzing user behavior to identify popular features and potential purchase opportunities, using tools like Google Analytics for insights.
Communicate the value of in-app purchases. Highlight benefits with compelling descriptions and visuals, and ensure pricing reflects the perceived value. Make the purchase process smooth and intuitive to prevent user drop-off. Consider prompts for users who show interest but don’t complete purchases.
Personalize offers to align with user interests, using data to create targeted promotions. Limited-time discounts or bundles can encourage purchases and enhance user satisfaction. Regularly update your app with fresh content to maintain engagement and create new purchase opportunities.
User feedback is invaluable for refining in-app offerings. Address common concerns and implement suggested features to boost satisfaction and purchase rates. Conduct A/B testing on pricing and promotions to find what works best with your audience.
Conclusion
App store optimization is an ongoing process that is vital to your app’s success. Focusing on keyword research, engaging visuals, and user feedback helps to improve your app’s visibility and appeal. Tailoring strategies to specific platforms like Google Play and Apple App Store helps maximize reach.
Consider your monetization strategy as well. Whether through in-app purchases or ads, align these with user experience to boost revenue without disrupting engagement. Personalization and strategic ad placement can improve outcomes.
Integrating ASO with effective monetization and engagement strategies ensures your app attracts and retains users. Adjust to algorithm changes and user preferences to position your app for long-term success. Continuously optimizing your approach will drive downloads and revenue, making ASO an essential tool for success in the app marketplace.
Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.
Your site should be mobile-friendly. Because nowadays, most people are searching on Google with their phone. But what does it mean to have a mobile-friendly site? And where do you start? In this SEO basics article, you’ll find an overview of what you could do to improve your mobile site.
Table of contents
When is a site mobile-friendly?
A site is mobile-friendly when it:
helps users get their tasks done quickly and joyfully.
loads correctly on a mobile device like a smartphone or tablet.
loads lightning-fast.
presents content in a readable fashion, without users having to pinch and zoom.
offers enough space to navigate by touch.
offers added value for mobile users.
is instantly understandable for search engines.
Why is mobile SEO important?
Mobile SEO makes sure your mobile site offers the best possible presentation of your content to a mobile device user. Since our world is increasingly mobile-oriented, it’s important that your site is mobile-friendly. If your site isn’t (properly) available for mobile users, you’ll miss out on a decent ranking in the search engines, and thus miss the income. Therefore, you should do everything in your power to optimize the mobile view of your site and make it as good as possible. In fact, it should be excellent!
Important to Google
Since 2016, Google uses the mobile version of a site to determine the site’s rankings. So if your site isn’t up to scratch or shows less content on your mobile site, you’ll find it difficult to get good rankings. That’s why it’s so important to create a fully functioning and responsive design for your (mobile) site.
Luckily, Google has a great getting started guide to help you improve your mobile site. Plus, they’ve also set up a Page Experience initiative that gives you metrics — the so-called Core Web Vitals — on how humans and machines perceive your site’s performance. So, use these metrics to help you figure out what to focus on while improving your mobile site.
Treat it as one website
Don’t forget to see your site as being a single thing. You shouldn’t have a ‘mobile site’ that’s distinct from your ‘desktop site.’ You should have one site that adapts to whatever screen it’s being viewed on. That also means that the content of the different views should be the same.
How to improve your mobile website
To improve your mobile SEO, you need to focus on a couple of things:
Make a joyful user experience.
Make sure your site is responsive.
Improve your site speed.
Use structured data.
Don’t block JavaScript, HTML and CSS code.
Don’t use too many redirects.
Choose the correct viewport.
Don’t use interstitials or pop-ups.
Verify mobile-friendliness.
Tell Google about your site.
Let’s go over these topics in more detail.
Focus on making your site easy and joyful to use with mobile SEO
Offer a great user experience to your users, and you’ll notice that Google will enjoy it too. So, how do you do that? First, figure out what you want users to do on your site. Then, make sure that it’s easy for people to do. Do you want people to call you? Make sure you put your phone number front and center, so it’s easy to find. Want to enhance conversions? Make that buy button stand out and function properly! In other words: bring focus to your site, and helpfully guide your visitors through the steps you want them to take.
But don’t just focus on your intent. Look at your users too! Figure out why they visit and which tasks they mostly do on your site. Then make sure it’s easy for them. Because If something frustrates your user, it hurts you and your results. That’s why you should test, improve, and fully optimize your mobile site.
Responsive design
There are multiple ways to improve your site so it’s available for mobile users. The most important one is to create a responsive design. This is also the the technology that Google advocates. With a responsive design, your site lives on one URL, which makes it easier for Google to understand and index it.
If you use WordPress, chances are your theme is already responsive and can adapt to all screens. Still, it’s good to check how your site scales in Google Chrome’s Developer Tools. Because if it doesn’t scale correctly, you should talk to your web developer about fixing it – or choose a different theme.
Improve your site speed
One of the most important things you can do to improve your site’s mobile SEO is to improve the site’s loading speed. Time after time, studies have shown that people leave sites that load slowly, and probably never return. That’s why site speed has been a ranking factor for years, and why Google is increasingly focusing on fixing this common issue. See the Page Experience update and the Core Web Vitals metrics’ introduction for more proof.
The number one tip to optimize the speed of your mobile site is to invest in better web hosting. Many sites run on budget hosts that share a lot of the server space with other websites, which can cause their sites to slow down. That’s why it really is essential to stay away from cheap hosting and get a good plan at a renowned host — it truly pays for itself!
Don’t know where to start? We have a page with WordPress web hosting companies that we vouch for, as we vetted them personally.
Optimize images
If there is one quick win to improve your site speed, it’s this: optimize your images. Don’t load those 3000 x 2000 pixel HD images on your site. Scale them to the correct size, then make them smaller with tools like ImageOptim, Squoosh, or WordPress plugins like WP Smush. You can also look into serving those images in next-gen image formats like WebP.
Minify code
Every request your site has to make has an impact on your site speed. That’s why you have to work on reducing these requests to improve your mobile site. One way to do this is by minifying code.
Minifying code means that you group and link together assets like JavaScript and CSS. As a result, the browser has to load fewer files, which leads to a faster site. This sounds hard to implement, but a plugin like WP Rocket can take care of all your caching needs. Or you can use Cloudflare’s Automatic Platform Optimization for WordPress to get a load of enhancements in one go.
Browser caching
By using browser caching, you’re telling the browser that page elements that don’t change often can be saved inside its cache. This way, the browser only has to download new and dynamic content whenever it visits again. Again, this is something that a plugin like WP Rocket can help you with. Or you can also do it yourself if you like.
Reduce redirects
A redirect leads a visitor from one requested page to another, because the requested page was moved or deleted. While this leads to a good user experience if done well, the more redirects you use, the slower your site will be. Don’t make endless redirects. Also, try not to keep links around that point to deleted posts redirected to new ones. Always make direct links.
Use structured data to improve your mobile site
Structured data is essential for every site. With structured data, you can describe your content in a way that search engines can understand. It gives you a direct line of communication with search engines, so to say. In return, search engines might reward you with awesome rich results.
Your mobile site needs to have the same structured data as your desktop variant — otherwise, Google might get confused. Yoast SEO automatically adds structured data for the most important parts of your site, which you can fine-tune it to your liking.
Don’t block assets like JavaScript, HTML and CSS
We’ve said it before, and we’re going to keep saying it: Don’t block assets like JavaScript, HTML and CSS. Doing so makes it harder for Google to access your site and that could lead to bad rankings. Check your Google Search Console to see if you’re blocking resources. If so, we advise that you take away all blockades if you want to truly optimize your mobile site.
Improve legibility
Make sure that your mobile site is readable on mobile devices. Use different devices to check if your typography is in order and make changes when necessary. Typography can make or break the user experience of your site.
Improve tap target sizes
People hate it when their fingers can’t hit a button, link, or menu item without fault. They can feel frustrated when navigation is hard or unnatural. Please fix it to improve your mobile site.
Choose the correct viewport
The viewport determines the width of the page for the device used to view it. By specifying a correct viewport, you make sure that visitors with specific devices get the right version of your site. Fail to do this, and you might show your desktop site to a small-screen smartphone user — a big no-no.
Don’t use interstitials or pop-ups
Google will penalize sites that use large pop-ups or interstitials to promote newsletters, sign-up forms, or ads. These often get in the way of the user quickly accessing the content they requested. Don’t use these. If you must though, make sure you abide by Google’s rules.
Test your site and tell Google about it
Before you start working on your mobile SEO, you should run a mobile usability test on Google to see where you should start. As you work, you should keep testing to see if you’re making progress. If your mobile site is optimized, you need to tell Google so your site will be checked and indexed. Use Search Console to stay on top of the performance of your site.
Investigate other technologies
There are other ways to improve the performance of your mobile site. One of these technologies is the Accelerated Mobile Pages (AMP) framework. This is an initiative by Google and others to get web pages to load super fast on mobile devices. By wrapping your content in special HTML code, you can optimize the pages in a way that Google can use to improve the performance. Keep in mind that AMP is not without its drawbacks, and not every project will benefit from it.
AMP is not the only technology that helps you optimize your mobile site. Other companies offer similar solutions, like Cloudflare’s various optimized delivery technologies. There are so many options these days!
Conclusion
Mobile is the new baseline, the new default. Do everything you can to fix your mobile site and make it perfect, not just in Google’s eyes, but, more importantly, your visitors. Mobile SEO is not just about great content and a flawless technical presentation. It’s more about creating an excellent user experience. Once you’ve achieved that, you’re on your way to the top!
Screenshot from: web.archive.org, March 2025.
