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Almost everyone talks about the rise of forums in Search especially Reddit and Quora.
However, the bigger picture is that Google wants diversity in SERPs.
They want to show users not only articles as they did before but also forums, apps, products, Chrome extensions, and sometimes even TikTok and Youtube videos, even for BOFU (bottom of the funnel) keywords.
I won’t be talking about WHY.
Instead, I want to show you the opportunity to use Apps to get more traffic.
If you look at SERPs for lucrative keywords, you will see that Google shows forums, Apps, products, sometimes Chrome extensions, TikTok, and Youtube videos for most of them.
Let’s check some of the “best” keywords and more generic ones like “free VPN.”
Keyword “Best Free VPN”:
Keyword “Best Crypto Wallet”:
Keyword “Best Sleep Tracker”:
Keyword “Free VPN”:
For most keywords, you will see at least 1 app in the SERP, sometimes 2-3.
Most of the apps I checked started getting traction in May 2024 (there was an unconfirmed Google update).
I have also noticed that some of them started adding the main word(s) to their brand name as the name of the app has an H1 tag on Google Play.
Google will not allow you to spam in the App name (and you don’t need it), but simply mentioning 1-2 words from your target cluster seems enough.
For example: you want to target “unlimited vpn” keywords. You can make it as BrandName: Unlimited VPNs. No need to add “best”. Google will rank you for lots of different keywords that contain “unlimited vpn” anyway if your app is popular.
How I would do it