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, wellrounded, marketing strategy.
Search
Rankings
Download...
The
Why
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, 2...
Apps Are Eating Mobile
Percentage of Mobile Time Spent In Apps

80
Source: Flurry Blog, April, 2013

%
Consumer App Discovery
“For the average app, search
actually makes up the vast
majority of installs.”

65

%

50% of DAUs ...
Does ASO Work?
Case Study: Survival Simulation Game iPhone App
10

Low Downloads, except New
& Noteworthy

9
8
7
6

Title
...
Does ASO Really Work?
Case Study: Children’s iPhone App
6000

Keyword Research
5000
4000

Focus on more targeted
keywords,...
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
15
14
13
12
11
10

Average Rank

Median Rank

iOS
iOS vs Google Play
Ranking Factor Correlations - Title
15
14
13
12
11
10

Average Rank

Median Rank

Google Play
On-Metadata: Screenshots
On-Metadata: Screenshots
On-Metadata: Icon
On-Metadata: Description
Off-Metadata: Ratings
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

iOS

Google Play

Title

Title

Keyword Field

Description

No links

Links count...
Web SEO for Apps

Leveraging The Web For
More App Downloads
The Long Tail: Use It
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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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.

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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
  • SMX Israel - App Store Optimization by Ian Sefferman

    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, wellrounded, marketing strategy. Search Rankings Downloads Top Charts Downloads
    8. 8. The Why
    9. 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. 10. Apps Are Eating Mobile Percentage of Mobile Time Spent In Apps 80 Source: Flurry Blog, April, 2013 %
    11. 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. 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. 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. 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 15 14 13 12 11 10 Average Rank Median Rank iOS
    19. 19. iOS vs Google Play Ranking Factor Correlations - Title 15 14 13 12 11 10 Average Rank Median Rank Google Play
    20. 20. On-Metadata: Screenshots
    21. 21. On-Metadata: Screenshots
    22. 22. On-Metadata: Icon
    23. 23. On-Metadata: Description
    24. 24. Off-Metadata: Ratings
    25. 25. iOS vs Google Play Ranking Factor Correlations - Ratings
    26. 26. iOS vs Google Play Ranking Factor Correlations - Ratings
    27. 27. Off-Metadata: Reviews
    28. 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. 29. Off-Metadata: Social
    30. 30. iOS vs Google Play A Cultural Difference
    31. 31. iOS vs Google Play Tactical Differences iOS Google Play Title Title Keyword Field Description No links Links count No social +1s
    32. 32. Web SEO for Apps Leveraging The Web For More App Downloads
    33. 33. The Long Tail: Use It
    34. 34. Videos Are Your Friend
    35. 35. Videos Are Your Friend
    36. 36. Videos Are Your Friend
    37. 37. Google App Indexing
    38. 38. Thank You! Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff
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