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ASO Barcamp 2 - Debunking App Store Optimization (ASO) Myths - Ryan Kelley, Gummicube

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What are the five biggest ASO myths out there at present?
How can you avoid making the same mistakes as every other App Store Optimization professional?

Ryan Kelley from Gummicube gives an introduction to ASO, why he got involved, and his own deep knowledge on ASO.

This presentation helps you understand how different ASO tools work and why it's not all about keyword optimization.

Published in: Mobile
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ASO Barcamp 2 - Debunking App Store Optimization (ASO) Myths - Ryan Kelley, Gummicube

  1. 1. DOMAIN AUTHORITY + LINKING DOMAINS SNAPSHOT Metric* Vashi (www.vashi.com) 77 Diamonds (www.77diamonds.com) Stevenstone (www.stevenstone.co.uk) Rare Pink (www.rarepink.com) Domain Authority 42 45 32 35 Referring Domains 520 744 204 143 Considering selected direct competitors, Vashi takes second place, both from the Domain Authority as well as Referring Domains perspective. 77 Diamonds have highest metrics, although there is only a 3 point difference in DA value between them and Vashi. * Both metrics were last updated in August 2015 Myth Buster Mythbusters: Debunking App Store Optimization Myths Ryan Kelley, Sales & Marketing (EMEA) Gummicube, Inc
  2. 2. Find Your Mobile Audience
  3. 3. My ASO Journey Personally published 100’s of iOS and Android applications More than 500,000 downloads Tested every ASO tool and “theory” for YEARS “Repeat 5 keywords 5 times in GP descriptions” “Target high search volume low competition keywords ” “Use hyphens to index 3 keywords” “Use English in Spanish KW field” “Exact match/ partial match titles” “Guess!?”
  4. 4. Moment of Truth Opened an ASO agency which relied heavily on keyword tools Clients were “performance based” and difficult to support… The biggest phenomenon of all time “Flappy Bird” Reported as having LOW VOLUME The ASO landscape was changing and what worked 3 months ago didn’t work anymore
  5. 5. The Search Was On! Needed more efficient and accurate software and data to make more informed decisions Joined Gummicube within 30 days of meeting the team
  6. 6. Gummicube Fact Sheet The Company Founded in 2011 by Dave Bell & Anh Nguyen Mobile Veterans with 4X Mobile Startup Experience Market LeadershipThe Business Global Big Data Analytics for Mobile & App Stores Mobile Marketing Platform & Proprietary Market Data Software with Service Full Service Business Model Supporting All Stores Best In Class Clients The Best Technology paired with world class service and support Proprietary Software Dashboard App Store Optimization Market Trends for the App Stores Behavioral & Search Data …..and more HQ in Silicon Valley Offices in Germany, Seoul
  7. 7. Mobile Altered User Behavior Users%See%The%World%Through%the% Prism%of%Their%Most%Used%Device Mobile'devices'are'“On'The'Go”'and'“On'Demand” The'same'audience'has'different'needs'in'mobile'vs.'PC = Less'Storage = Smaller'Screens = More'Social = Location'Based Users'are'being'trained'as'“mobile'first”'audience Do you know your mobile audience?
  8. 8. Mobile Data is CRITICAL • User behavior • Search semantics • Trends • Competitors • Search Algorithms Competitors Trends User Feedback Algorithm Rankings Mobile Differs from Web You can’t rely on web search trends or behavioral data!
  9. 9. Even Technicals are Different •Declared Keywords •Title Field - 255 characters •Keywords & Title matter most in Apple algorithm •Description used to manually “validate” KW’s •User reviews give “unfair advantage” in KW ranking •Undeclared Keywords •Title Field - 30 characters •Description & Title matter most in Google algorithm •Structure of description is critical to success in GP •Backlinks & Social to GP page give unfair advantage
  10. 10. Why Focus on ASO? Mobile has matured beyond CPI “Tapping into organic app traffic while strategizing your organic mobile app marketing is a defendable position…” +
  11. 11. So Much BAD ADVICE • ASO “Tools” Don’t Do ASO - They were built on the back of the Google KW Planner and use mostly web data • Consultants Don’t Have Scale - Working on dozens of apps vs. entire store is like the difference between weather and climate • Self Preservation - Advice is based on what the writers could historically support with their technology; not best practices It is a disconnected system of misinformation
  12. 12. Myth #1 - All About Keywords Keyword Search Results App Store Page Click Through Rate (CTR) Downloads Monetization KW Optimization Factors
  13. 13. Myth #2 - “One and Done” • App Store Optimization is iterative and requires ongoing efforts to succeed • Variables change with new apps, trends, seasons, OS features and new hardware • Keyword dilution happens daily as 5,000 apps are added to stores daily • Icons & Screenshots grow stale over time and user behavior changes at a rapid pace Weather = Short Term (Like CPI) Climate = Long Term
 (Like ASO) CPI and ASO require different approaches
  14. 14. Myth #3 - Buy Your Way To Success “Chart Boosting” Buying quick burst of downloads to rank higher “PPI - Pay Per Install” Cost upwards of $2.50/install in top markets “Brand Marketing” Good TV, Radio, Print costs millions ROIPaying to maintain chart ranking is not ASO and has less value over time
  15. 15. Important for Retailers - 66% of digital retail in mobile Top “Shopping” Trends in Mobile Daily Deals - Discounts & Coupons - Hyper-Local Cartwheel “drives” users to mCommerce & Stores 30%-40% more search volume than Target brand + Myth #4 - Brand Recognition is Enough!
  16. 16. Myth #5 - Web and Mobile Are Similar Web Trends Are Not Mobile Trends Search Algorithms Are Different Consumer Behavior Is Different Not The Right Structure OR Data GENERIC KW TOOLS
  17. 17. In Summary… 1. Optimize your entire organic funnel. 2. ASO is like the climate and is a long term strategy. 3. ASO drives down UA costs. 4. Your web customers are not the same as your mobile customers. 5. Web and mobile use different datasets.
  18. 18. Thank You! Ryan Kelley Sales & Marketing (EMEA) Gummicube, Inc. rkelley@gummicube.com Trusted by 1000’s of Partners

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