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SearchMan Mobile Search Presentation at FOUND
 

SearchMan Mobile Search Presentation at FOUND

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    SearchMan Mobile Search Presentation at FOUND SearchMan Mobile Search Presentation at FOUND Presentation Transcript

    • SEO for Apps + UpdatedApril 1, 2013 by SearchMan.com 1Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
    • First…Do you know what Apple did last summer? Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 2
    • In iOS6, “categories” hidden & harder to accessios 5: “Categories” in menu “categories” hidd ios 6: 3 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
    • “Categories” also harder to use in iOS 6. 3rd2nd1st In ios-5, only 3 taps needed to access 4 an Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
    • Compare “Categories” in iOS5with iOS6 2nd 3rd 4th 5th1st In ios-6, five taps needed, Almost 2x as Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 5
    • Genius debuts, “search” stays on mainmenu. XOld: ios 5 – “Search” New: ios 6 – “Search 6 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
    • Search is biggest driver of appdiscovery… Search vs. In-App Ads Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 7
    • Wait. Have we seen this movie before?Old: ios 5 “categories” New: ios 6 “search” Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 8
    • iOS6 Search: 25 apps/page 1app/page. AppStore Search: ios5  ios6 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 9
    • Opportunity: Rank higher…and beat zynga Users likely to search longer kw phrases to get best results Competing with zynga on “poker” may get you nowhere but competing for less competitive longer kw phrases works Category Search Ranking Ranking App Games – "poker Casino "poker" casino" (Top Grossing) 21-in-1 Casino and Sportsbook #212 #50 #1 as of SepPoker by iphone, US appStore. 23, 2012. Zynga #2 #1 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. #4 10
    • Why are 70% of search queries long tail? Users get better search results with descriptive queries Marketers see better conversion & face less competition 70% of search traffic 11
    • comparinggoogle play store withApple App Store V Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 12
    • Google play: More apps per Searchresults page 1 app per page 7-8 apps per page iphone Google play 13 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
    • Google play: Easier to access Deeper search results25 flicks to access app 1 flick to access App #25 #25 Flick Flick iphone Google play 14 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
    • Google play accessibility: more resultsfor less effort 15
    • Google play: returning many more search resultsGoogle Might be using synonyms to expand queries and recall iPhone Query Google Play restaurants 8,853 apps 17,321 apps hotels 6,751 13,888 fashion 4,372 11,515 poker 2,254 6,155 camera 11,263 19,897 shopping 7,956 14,003 news 14,612 20,018US store search results for March 17, 2013 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 16
    • Google Play: spell checker might be working betterExample: 100x more results when you misspell “calendar” iphone Google play 17 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
    • Spell checker: Number of search results returned Misspelled Query iPhone Google Play resteraunt 1 app 10,523 apps hotwls 0 15,630 fasion 4,537 11,127 pocker 2,648 16,890 camara 862 20,574 shoping 8,231 14,411 newz 9 19,316US store search results for March 17, 2013 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 18
    • Google Play: less competition than ios app store? Similar # of new apps launched per day Far fewer developers updating their apps…it’s less competitive New apps / dayp updates/day #apps0 500 1K 1.5K 2K 2.5K 3K *US store daily average for the period Feb 18 to March 10, 2013 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 19
    • But What about Google Play Monetization?Apple has credit card info. Google has tried carrier billingIn japan, Carrier billing accelerated Monetization Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 20
    • Summary: google play store seo is a good investment1. User sees more results per page2. easier for users to access lower ranked results3. synonyms & spelling correction  more apps get found4. Fewer developers updating apps- it’s less competitive5. carrier billing may improve google play monetization6. Search engine optimization for google play is Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 21
    • How to Get Started +Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 22
    • What SearchMan helps you do… ✔✔ ✔ Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 23
    • SEO for Google Play vs. Apple App store  No Review Process forGoogle play – can update keywords often  No need for tags or “secret” iTunes keywords in Google Play  Descriptions count and are important in Google Play Elements iOS App Store Google PlayKeyword App Name Keywords High HighRelevancy (Apple suggests<35 length)to SearchEngine Tags High Not neededAlgorithm (Secret iTunes Keywords) (100 characters, including commas) Description Keywords Unclear Yes Keywords in in-store reviews & 3rd partyapp Black Box review sitesQuantitativ Downloads (total, velocity)e factors Ratings (ave, total, velocity)that may Black boxaffect Revenue (total, velocity)search Social Signal (FB, TW, SearchMan&AppGrooves Corp. All Rights Reserved. Copyright 2011-2013 G+) 24
    • How SearchMan can help you grow1. Track your performance daily A. Visibility score – see how discoverable you are B. Search rank tracking C. Competitor tracking2. Improve your keywords regularly A. Research and store keywords in “notepad” B. Borrow keywords from competing apps C. Get re-prioritized keywords in < 30 seconds3. Update often. SEO is not “fire and forget” weapon4. Rinse. Repeat. Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 25
    • To make it painless for new users… Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 26
    • Thanks more in-depth guides atsearchman.com/how-it-works/email: team@searchman.com Search the App Store on SearchMan it’s more productive than hanging out on Facebook Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 27