SMX Israel - App Store Optimization by Ian Sefferman

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Ian Sefferman (CEO of MobileDevHQ) presented on App Store Optimization at SMX Israel on January 26, 2014.

Ian Sefferman (CEO of MobileDevHQ) presented on App Store Optimization at SMX Israel on January 26, 2014.

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  • Who am I and what is my background in marketing?Email Marketing at Uchicago and AmazonSEO at AppStoreHQ and ASO with AppESP
  • What about my background in mobile?ASHQ: app discovery, first site to put iPhone App Store on the webAppESP was the mobile version of that, Android based app for app discoveryMobileDevHQ is ASO: Came from the convergence of what people were saying about ASHQ and our experience with AppESP
  • So, we have this massive growth, we need to ensure we don’t grow our costs at the same rate as our data growth.The first thing that we did was to give the team constraints that we decided we had to live by.
  • So, we have this massive growth, we need to ensure we don’t grow our costs at the same rate as our data growth.The first thing that we did was to give the team constraints that we decided we had to live by.
  • Massive shift to mobile by consumersMobile as a percentage of internet traffic is skyrocketingMobile will soon be the primary place where users interact with your brand
  • And when you think about mobile, you have to think apps.Mobile web sites are not enough. The opportunity is too limited.Smartphone adoption has been remarkable, continues to dominate, and all smartphone owners love apps.Apps own users attention when it comes to mobile.
  • 9x increase on an app that was New & Noteworthy, then completely dropped out of favorApple loved it, Apple is tremendously strict, so it _should_ have been popularBut they didn’t care about ASO, and it dropped massively
  • Works on more than just small apps,4.4x increase for a children’s app that simply focused on keyword research.People really are searching, so help them find you!
  • So, we have this massive growth, we need to ensure we don’t grow our costs at the same rate as our data growth.The first thing that we did was to give the team constraints that we decided we had to live by.
  • Just like SEO, there are a couple high level buckets for ASO:On-metadata and off-metadata. These map very closely to on-page and off-page SEO.Metadata is not necessarily things within the app, but things within the _app store_.
  • How to choose keywordsWhat keyword research is similar to the web, and what is differentVolumeDifficultyCategoryRelevanceTrendingHead vs long tailDifferent ways to research: keyword tool, web, competitors, review messaging
  • Adding keywords, like <title>10.3% ranking increase
  • Ratings
  • Ratings
  • Text, not just random screenshots. Make them promotional graphics
  • Text, not just random screenshots. Make them promotional graphics
  • Stylistically similar to platformUniqueMemorable
  • Different by platformConversion optimizationWeb SEO
  • How to optimizeApptentive link
  • Ratings
  • Ratings
  • Listen to the messagingFix bugs promptly
  • Where the web mattersGoogle Play vsiOSTo your detail page
  • Where the web mattersGoogle Play vsiOS+1’sTweetsIn-app features to optimize this
  • History of Apple comes from media: a song title, an artist name, a couple keywords.History of Google comes from big data processing and graphs: the web, MapReduce, etcThis has parallels all over the app stores. Google comes at it from looking at lots of signals, seeing where authority can be built, etcApple comes at it from a more simplistic approach.What we can expect in the future.
  • iOS: Keyword fieldGP: DescriptioniOS: No linksGP: LinksiOS: Little socialGP: +1s
  • I want to also talk a little about how to think about web SEO for apps.In particular, HOW can you leverage web SEO for more downloads?Here we’ll take a very broooaddd definition of web SEO – all sorts of creative SEO, mostly on the web, to take advantage of
  • Even though there are 6m unique searches a month on GP, doesn’t mean there’s an equal amount of searches on the web and mobile. Just not true.Use the long tail of the web to your advantage. Create content that mobile app users will love, focused on the long tail (that would be hard to rank for), to expand your overall coverage between ASO and SEO
  • Even though there are 6m unique searches a month on GP, doesn’t mean there’s an equal amount of searches on the web and mobile. Just not true.Use the long tail of the web to your advantage. Create content that mobile app users will love, focused on the long tail (that would be hard to rank for), to expand your overall coverage between ASO and SEO
  • Even though there are 6m unique searches a month on GP, doesn’t mean there’s an equal amount of searches on the web and mobile. Just not true.Use the long tail of the web to your advantage. Create content that mobile app users will love, focused on the long tail (that would be hard to rank for), to expand your overall coverage between ASO and SEO
  • Even though there are 6m unique searches a month on GP, doesn’t mean there’s an equal amount of searches on the web and mobile. Just not true.Use the long tail of the web to your advantage. Create content that mobile app users will love, focused on the long tail (that would be hard to rank for), to expand your overall coverage between ASO and SEO
  • Even though there are 6m unique searches a month on GP, doesn’t mean there’s an equal amount of searches on the web and mobile. Just not true.Use the long tail of the web to your advantage. Create content that mobile app users will love, focused on the long tail (that would be hard to rank for), to expand your overall coverage between ASO and SEO

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