Taking on the app stores – step 1: Google

I’m on something of a mission to have my HTML5 arcade visible to the search engines. Naturally I’ve a number of keywords and phrases that I want to have positioned favourably in Google et al. My goal is to have phrases such as “free arcade games” on the first page of results and ideally “above the fold”.
To this end I’ve done a good deal of work in making sure that the site’s content is specific, relevant and perhaps most important of all unobtrusive to the player. I think I’ve achieved a reasonable balance.

Every once in a while I grab a coffee and spend 5 minutes punching in variations on my keywords in to Google.
The most recent search phrase was “free arcade games for ipad”.

Before I go on I must at this point pledge my love for Apple’s iPad. I’ve had an iPad since its launch and have very much fallen for its elegance, execution and simplicity. Contrary to popular opinion I also rather like its sandboxed nature. I’ve no intention to “jailbreak” it. There’s no need. Not for me. It does what I want it to do and then some. Most important of all though it plays HTML5 games like a dream.
So appearing favourably for a search phrase containing the words arcade, games and ipad is a key goal for my plans of 2014. Free is obviously also an important word since HTML5 games tend to be largely synonymous with free gaming just now. I guess that will change. It’s interesting that I’ve not identified HTML5 as a key search word just now. I’ve made some provision for it but until it becomes a key word in the mind of the public searching for games on their mobile I’m less concerned about it. That said part of my mission is to create that relationship amongst the gaming public with the words HTML5 and games.

So what do I get when I punch “free arcade games for ipad” in to Google?

Well, disregarding adverts, I get several results before my own site playstar.mobi is returned.
I set out to take a closer look at the links that preceed my own. Here’s some detail.

Results as at 21st February 2014

1. http://www.techradar.com/news/mobile-computing/tablets/60-best-free-ipad-games-692690
A very respectable list of free iPad games available from the app store. Very difficult to compete with as some of those games are AAA in iPad terms.

2. http://toucharcade.com/2013/12/25/best-free-iphone-and-ipad-games-of-2013/
Different games but the same premise. A list of very good quality games that you can install and enjoy for free before you hit the brick wall of In App Purchasing.

So far it’s hard to see where my humble little HTML5 games arcade could possibly fit in to the big world of iPad arcade gaming. But I’ll persevere.

3. https://itunes.apple.com/gb/app/namco-arcade/id465606050?mt=8
This time a direct link to some of the games that influenced me both as a boy and as a “grown up” game developer. Geez. This is getting tough. How on earth can I compete with this?

4. http://www.pcmag.com/article2/0,2817,2373779,00.asp
Holy hell another list. This seems to be the way to get your pages ranked well. TechCrunch, TouchArcade, Apple and PCMag are all well ranked within Google so this is no surprise. It’s looking quite ominous a task.

5. http://reviews.cnet.com/8301-31747_7-20110992-243/the-best-free-ipad-games-period/
ANOTHER take on the best free iPad games available to us in 2013. It’s becoming very much a trend is this. I doubt the authors care a jot about what games are good and what are bad. They just want their site ranking well for these search phrases. “The best free ipad games, period“. Well if that’s not arrogant I don’t know what is. Arrogant link baiting. Wow. The internet sinks a level.
This list is different but really no different to the others, other than it ranks lower in Google’s index.

I offer some very simple arcade games that are based on a simple premise: shoot, dodge and blast your way to the top of the high score table. It’s old school and I’m starting to feel like I cannot compete.

6. http://ipad.about.com/od/Action-Arcade-Games/tp/The-Best-Action-Arcade-Games-For-The-iPad.htm
I couldn’t see a date alongside this entry. I think it may be a couple of years old given some of the titles on offer – “Rage” for example.
I quite like this list. It’s simple and honest. But still it points directly to the app store. HTML5 gaming hasn’t a sniff. Yet.

7. http://ipad.about.com/od/iPad_Games/u/A-Guide-To-iPad-Games-And-Gaming.htm
I didn’t delve too deep here but it looks like all the results of number 6 categorised. The author is the same. Yup, very much an SEO exercise.
“Daniel, get us listed up there with Techcrunch for free iPad games. We’re about.com for God’s sake. We need to be registering.”

8. http://iappguide.com/ipad/top-games/arcade-games/free
Hang on. This looks different. I’ve never heard of iappguide.com. These guys could well be HTML5 focused.
Alas, no. It’s another bunch of links to the app store. To its credit it looks pretty well maintained. Right now Flappy Bird is all the craze and there’s a bunch of “flappy” games on offer. No HTML5 but it’s a bit different. Credit to them for weighing in at number 8 but I’m not sure I’d install any of their listed games. It’s just a list and feels pretty pointless. i.e. content I could get just by going to the app store or reading one of the previous 7 lists.

Lists, lists, lists. There’s no experience to be had here. Just lists. If you play Google you can position yourself well but have limited relevance to your audience. I’m not convinced lists are what people searching with the word “arcade” are after. I’m possibly (and probably) wrong.

9. http://iphone.mob.org/genre/arkady/
Proceed with caution! I’m not convinced that this site is a friendly site.
It’s the first site on the list that offers games outside of the app store. Yup, you’ll need a jailbroken iPad for this lot.
If you’ve jailbroken your iPad you’ve really missed the point. You probably should have some form of Android detritus like a Nexus 7 or Samsung Galaxy Mega. Both fine bits of kit but for my money inferior to Apple’s offerings. Anyway, that’s technical opinion and I try to avoid that.
I don’t like this site. It’s just a bit “hey look at my adverts”. There’s no promise of an experience to be had here. Just a vehicle for ranking highly and splurging adverts at you.

10. http://www.makeuseof.com/tag/muo-free-ipad-games-addicting-arcade-edition/
Aaaand another list. A bunch of iPad games that somebody has hastily assembled without any real thought or care. Actually perhaps there was some care taken not to replicate what Techcrunch or About.com were offering.
This is a terrible list wrapped with some adverts. Again.

I must be close to being listed. Surely.

11. http://www.imore.com/namco-arcade-ios-freetoplay-classic-arcade-titles
205 words in this article. 205 words. The rest of the page is adverts and links to other site content. Those silly enough to fall for it have commented in the comments section. Jesus.
So for anyone genuinely looking for free arcade games to play on their iPad it’s looking pretty grim. Unless they’re happy with wading through a list of somebody’s opinion as to what’s good they’re not really going to get the “arcade” experience.
Perhaps that’s not important.
I perhaps need to think about this.
Most people surfing the web for games were probably born after the glory days of arcade gaming. Is it really right that I should harp on about the beauty of playing games and striving for the high score for the cost of a single coin?
Maybe not. I am quite possibly barking up the wrong tree. But that said I’m convinced that what was fun for me as a boy 30 years ago ought to be fun for today’s casual gamer. The challenge of a good arcade game with that single goal of dominating the high score table – the one thing that identified you as the “best” – has to be a worthwhile pursuit.

12. http://playstar.mobi/
HUZZAH! I made it. Amongst the endless lists of lists I made it.

So what does a searcher see for their “free arcade games for ipad”?
To better understand this I’m going to try and step inside the mind of the searcher. What kind of a person might want to find free arcade games for their ipad?

Free games for iPad is quite different to free arcade games for iPad. At least I think it is.
If you include the word arcade you’re looking for something quite specific. That’s not to say you’re looking for something from 30 years ago. Not at all. But you’re looking for a style of game that almost by definition is brief, challenging, entertaining and most likely pretty intense.
So far a few of those lists have thrown up their own results and a bunch of the games listed are very good. Very good indeed. But they’re not “classic” in their execution. Not necessarily.
So from this I deduce that what I want from my searcher is an unwritten desire to play “classic” arcade games.
To have my games returned without having to supply an extra (and arguably implied) keyword is good.
The person I want to be searching for “free arcade games for ipad” is an iPad owner (obviously) and somebody interested in (ideally) classic style arcade games from what I would call the golden era.
This is both useful and limiting.
Useful in that it provides a niche target audience to aim for an limiting in that it restricts me to that very same audience.
Nonetheless I am happy to target this audience.

So what words greet my searcher?

Well right now it’s

Free Mobile Arcade Games – HTML5 gaming – No Downloads, no installs | Play Where can I play games on my iPad, Android, iPhone or iPod Touch for free 

Woah. Look at that – HTML5 gaming.
If I can get this person to click they’ve suddenley (hopefully) made an association with free and/or arcade gaming and HTML5.
I’d be happy with either of those associations.
One day HTML5 will be a key search phrase for anyone looking for a particular style of game. Ideally “mobile” and possibly “free”. Whether that shifts to the stinking world of In App Purchasing remains to be seen but certainly the mobile angle is key.

Same game > any device. That has to be a winner. It is afterall our unique selling proposition to our audience.

PlayStar.mobi Free Mobile Arcade Games

It has for a long time been my intention to create my own mobile gaming portal.
I had been using the m. sub-domain from spacemonsters.co.uk (m.spacemonsters.co.uk) with some success but I really wanted to shift everything on to its own dedicated domain.
Furthermore I didn’t want the domain name to bear any resemblence to an HTML5 gaming resource since the technology really ought to become transparent.

So I now have great pleasure in presenting PlayStar.mobi. A dedicated mobile-only resource for free-to-play arcade games.

Just now it is a simple case of click to play the game but over time I hope to develop the site to include simple registration, high score tables, social functionality and achievements.
PlayStar will also be my project for testing integration with Facebook which as you may well know is on a huge drive to embrace mobile and HTML5 this year.