App Store Optimization:
The What, The Why, The How
Ian Sefferman
CEO, MobileDevHQ
Introduction
Email Marketing
SEO / ASO
Introduction
2009-2010
 2011
 2012-
The
What
What is ASO?
App Store Optimization is the process of
driving more downloads for an app by
rising in the app stores’ searc...
But Wait, There’s More…
The app stores are different…

Thus, ASO also includes: Top Charts, icons,
screenshots, ratings, r...
A Harmonious Relationship
Just like SEO, the best ASO is a full, well-
rounded, marketing strategy.
Search
Rankings
Downlo...
The
Why
Mobile Is Eating The Web
0
5
10
15
20
25
30
35
May,
2008
May,
2009
May,
2010
May,
2011
May,
2012
May,
2013
May,
2014(E)
Mo...
Apps Are Eating Mobile
Percentage of Mobile Time Spent In Apps
Source: Flurry Blog, April, 2013
80
%
Consumer App Discovery
65
%
App Search / ASO
“For the average app, search
actually makes up the vast
majority of installs....
Does ASO Work?
0
1
2
3
4
5
6
7
8
9
10
Pre-change
 Post-change
Case Study: Survival Simulation Game iPhone App
Low Download...
Does ASO Really Work?
0
1000
2000
3000
4000
5000
6000
Pre-change
 Post-change
Case Study: Children’s iPhone App
Keyword Re...
The
How
Components of ASO
On-Metadata ASO
 Off-Metadata ASO
On-Metadata: Keywords
On-Metadata: Title
iOS vs Google Play
Ranking Factor Correlations - Title
10
11
12
13
14
15
Average Rank
 Median Rank
iOS
iOS vs Google Play
Ranking Factor Correlations - Title
10
11
12
13
14
15
Average Rank
 Median Rank
Google Play
iOS vs Google Play
Ranking Factor Correlations - Ratings
iOS vs Google Play
Ranking Factor Correlations - Ratings
Off-Metadata: Reviews
Off-Metadata: Links
Getting people to write about
your app improves your
search rankings in the Play
store.

- Google I/O,...
Off-Metadata: Social
iOS vs Google Play
A Cultural Difference
iOS vs Google Play
Tactical Differences
Google Play
iOS
Title

Keyword Field

No links

No social


Title

Description

Li...
Videos Are Your Friend
Videos Are Your Friend
Videos Are Your Friend
Google App Indexing
Thank You!
Ian Sefferman
CEO, MobileDevHQ
http://www.mobiledevhq.com
@iseff
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The why, the what and the how of app store optimization

  1. 1. App Store Optimization: The What, The Why, The How Ian Sefferman CEO, MobileDevHQ
  2. 2. Introduction Email Marketing SEO / ASO
  3. 3. Introduction 2009-2010 2011 2012-
  4. 4. The What
  5. 5. What is ASO? App Store Optimization is the process of driving more downloads for an app by rising in the app stores’ search results. ASO is the app ecosystem equivalent of web SEO.
  6. 6. But Wait, There’s More… The app stores are different… Thus, ASO also includes: Top Charts, icons, screenshots, ratings, reviews, etc.
  7. 7. A Harmonious Relationship Just like SEO, the best ASO is a full, well- rounded, marketing strategy. Search Rankings Downloads Top Charts Downloads
  8. 8. The Why
  9. 9. Mobile Is Eating The Web 0 5 10 15 20 25 30 35 May, 2008 May, 2009 May, 2010 May, 2011 May, 2012 May, 2013 May, 2014(E) Mobile Traffic as a Percentage of Global Internet Traffic Source: Mary Meeker, KPCB, May, 2013
  10. 10. Apps Are Eating Mobile Percentage of Mobile Time Spent In Apps Source: Flurry Blog, April, 2013 80 %
  11. 11. Consumer App Discovery 65 % App Search / ASO “For the average app, search actually makes up the vast majority of installs.” 50% of DAUs search for apps weekly 6,000,000 unique phrases searched monthly - Google Play
  12. 12. Does ASO Work? 0 1 2 3 4 5 6 7 8 9 10 Pre-change Post-change Case Study: Survival Simulation Game iPhone App Low Downloads, except New & Noteworthy Title Keywords Screenshots
  13. 13. Does ASO Really Work? 0 1000 2000 3000 4000 5000 6000 Pre-change Post-change Case Study: Children’s iPhone App Keyword Research Focus on more targeted keywords, low difficulty, higher volume. Only change was Keyword field.
  14. 14. The How
  15. 15. Components of ASO On-Metadata ASO Off-Metadata ASO
  16. 16. On-Metadata: Keywords
  17. 17. On-Metadata: Title
  18. 18. iOS vs Google Play Ranking Factor Correlations - Title 10 11 12 13 14 15 Average Rank Median Rank iOS
  19. 19. iOS vs Google Play Ranking Factor Correlations - Title 10 11 12 13 14 15 Average Rank Median Rank Google Play
  20. 20. iOS vs Google Play Ranking Factor Correlations - Ratings
  21. 21. iOS vs Google Play Ranking Factor Correlations - Ratings
  22. 22. Off-Metadata: Reviews
  23. 23. Off-Metadata: Links Getting people to write about your app improves your search rankings in the Play store. - Google I/O, June 2012
  24. 24. Off-Metadata: Social
  25. 25. iOS vs Google Play A Cultural Difference
  26. 26. iOS vs Google Play Tactical Differences Google Play iOS Title Keyword Field No links No social Title Description Links count +1s
  27. 27. Videos Are Your Friend
  28. 28. Videos Are Your Friend
  29. 29. Videos Are Your Friend
  30. 30. Google App Indexing
  31. 31. Thank You! Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff
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