iOS6 & iPhone 5 App Store Discoverability: What changed? What can you do about it?

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Problem: Why do developers seem to hate iOS6 App Store Search? In iOS5, you see 5 apps in search results and can get to #25 with one flick of the finger in a second. With iOS6 search, you see only 1 app per page so it's really difficult for a user to discover which cool apps are in the top 100.

Solution: If you assume that web user behavior will transfer to mobile, then when it gets cumbersome for users to browse results, they will enter more descriptive phrases to get relevant results fast. eg search for "free video poker game" vs. "poker". Longer phrases are 70% of search volume on the web (as an indicator), they're less competitive, & and probably see higher post-click conversion (download) rates because the user explicitly searched for "free video poker game".

Therefore, developers have a chance of capitalizing on this and taking steps to rank #1 under each of their long tail keywords and phrases.

For developers without access to a giant ad budget to boost-market their App into the Top Apple Charts, App Store SEO might be the best bet to improve discoverability inside the over crowded App Store.

SearchMan is SEO for Apps, helping developers with App Store Search tracking and keyword optimization. Follow them on Facebook and Twitter for more content.

Published in: Technology, Design

iOS6 & iPhone 5 App Store Discoverability: What changed? What can you do about it?

  1. 1. Ios 6 and iphone 5 App discoverability: What changed? What Can you do about it? By searchman.com September 25, 2012Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 1
  2. 2. In ios6, “categories” are hidden and harder to accessios 5: “Categories” in menu ios 6: “categories” hidden 2 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
  3. 3. “Categories” also harder to use in ios 6. here’s ios 5 3rd 2nd 1st In ios-5, only 3 taps needed to access an app Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 3
  4. 4. Compare “Categories” in the last slide to ios 6 below 2nd 3rd 4th 5th 1st In ios-6, five taps needed, Almost 2x as much as ios 5 4 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
  5. 5. What else? Genius debuts, “search” stays on main menu. X Old: ios 5 – “Search” New: ios 6 – “Search” Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 5
  6. 6. Search is biggest driver of app discovery…nielsen Search vs. In-App Ads Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 6
  7. 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. 7
  8. 8. But Ios6 Search: from 25 apps/page à1 app/page. Jeez! AppStore Search: ios5 à ios6 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 8
  9. 9. Opportunity: enter “top 10” in search…and beat zyngan Users likely to search longer kw phrases to get best resultsn Competing with zynga on “poker” may get you nowheren but competing for less competitive longer kw phrases works Category Ranking Search Ranking App Games – Casino "poker" "poker casino" (Top Grossing) 21-in-1 Casino and Sportsbook #212 #50 #1 Poker by Zynga #2 #1 #4 as of Sep 23, 2012. iphone, US appStore. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 9
  10. 10. On the web, 70% of search queries are long tail. Why?n Users get better search results with descriptive queriesn Marketers see better conversion & face less competition 70% of search traffic 10
  11. 11. 7 step to-do list to grow discoverability in “search”1.  Study kw rankings & competitors’ kw’s thoroughly2.  Create & fine-tune a shortlist of longtail kw phrases3.  Description: include all your shortlisted keywords in your upgraded app description4.  Itunes kw’s: select the strongest set of keywords and deploy within the 100 character limit (incl. commas)5.  App name: select the 2 or 3 critical keywords you will include in your app name6.  Submit to apple7.  Rinse, Go back to step 1, repeat Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 11
  12. 12. Thanks for your time more in-depth guides at searchman.com/how-it-works/ Search the App Store on SearchMan it’s more productive than hanging out on Facebook Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 12

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