App Store Optimization By MobileDevHQ (for SMX East)
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App Store Optimization By MobileDevHQ (for SMX East)

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This is the presentation our CEO, Ian Sefferman, gave at SMX East. It is an overview on ASO (App Store Optimization) and gives you the What, the Why and the How of ASO.

This is the presentation our CEO, Ian Sefferman, gave at SMX East. It is an overview on ASO (App Store Optimization) and gives you the What, the Why and the How of ASO.

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Transcript

  • 1. App Store Optimization: The What, The Why, The How Ian Sefferman CEO, MobileDevHQ
  • 2. Introduction Email Marketing SEO / ASO
  • 3. Introduction 2009-2010 2011 2012-
  • 4. The What
  • 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. But Wait, There’s More… The app stores are different… Thus, ASO also includes: Top Charts, icons, screenshots, ratings, reviews, etc.
  • 7. A Harmonious Relationship Just like SEO, the best ASO is a full, well-rounded, marketing strategy. Search Rankings Downloads Top Charts Downloads
  • 8. The Why
  • 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. Apps Are Eating Mobile Percentage of Mobile Time Spent In Apps Source: Flurry Blog, April, 2013 80 %
  • 11. Consumer App Discovery Percentage of Consumers Who Find Apps Through ASO Source: Forrester, via TechCrunch, April 2013 65 %
  • 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. 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. The How
  • 15. Components of ASO On-Metadata ASO Off-Metadata ASO
  • 16. On-Metadata: Keywords
  • 17. On-Metadata: Title
  • 18. On-Metadata: Screenshots
  • 19. On-Metadata: Screenshots
  • 20. On-Metadata: Icon
  • 21. On-Metadata: Description
  • 22. Off-Metadata: Ratings
  • 23. Off-Metadata: Reviews
  • 24. Off-Metadata: Links Getting people to write about your app improves your search rankings in the Play store. - Google I/O, June 2012
  • 25. Off-Metadata: Social
  • 26. iOS vs Google Play A Cultural Difference
  • 27. iOS vs Google Play Tactical Differences Google PlayiOS Title Keyword Field No links No social Title Description Links count +1s
  • 28. iOS vs Google Play Ranking Factor Correlations - Ratings
  • 29. iOS vs Google Play Ranking Factor Correlations - Ratings
  • 30. iOS vs Google Play Ranking Factor Correlations - Title 10 11 12 13 14 15 Average Rank Median Rank iOS
  • 31. iOS vs Google Play Ranking Factor Correlations - Title 10 11 12 13 14 15 Average Rank Median Rank Google Play
  • 32. Thank You! Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff