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App Store Optimization
Growth in Smartphone Ownership
http://techcrunch.com/2015/01/27/apple-q1-2015/
Hardware
Sales
http://moz.com/blog/top-three-inbound-marketing-strategies-for-mobile-apps
Cumulative App Downloads from the Apple
App Sto...
Smartphone Users FREQUENTLY Download Apps
Most
Users
Find
Apps in
the App
Stores
Most Users Find Apps in the App StoresMost
Users
Find
Apps in
the App
Stores
App Store Optimization vs. App Search Optimization
“What makes an app rank well in
the App Store (iOS) or Google
Play Store (Android)?”
2 Components To App Store Optimization:
Meta Data
• Title
• Category
• Description (Google Play)
• Keywords (App Store)
[T...
APP TITLES
App Title
App Bundle Display
Name (“Label
Attribute” on Android)
iTunes Connect
Title (matches
App Bundle
Name)
Important Keywords in the App Title
(App Store Especially)
Rankings
Increase
with
Keywords
in the
Title
Kayak is installed on this
device
Spotlight for iOS will Crawl App Titles
- Even On Installed Apps -
Google’s New “Apps” Universal Highly
Correlated with Exact Match Keywords in Title
Google Play Store Titles
App Store Titl...
Be Descriptive
Don’t be Spammy
CATEGORIES
Categories
Provide
Keyword
Value
(Especially
the Primary
Category)
Pandora ranks
#1 in the
Music
category, but
only #8 in the
US store.
Categories
Provide A Less
Competitive
Ranking
Environ...
With a
Well
Chosen
Category,
We Get
These
Users, Too
1. Identify
Categories
2. Collect Data
3. Graph Results
4. Repeat
1. Identify
Categories
2. Collect Data
3. Graph Results
4. Repeat
1. Identify
Categories
2. Collect Data
3. Graph Results
4. Repeat
0
10
20
30
40
50
60
70
80
1 2 3 4
OverallStoreRank
Categ...
1. Identify
Categories
2. Collect Data
3. Graph Results
4. Repeat
Categories
1 category 2 categories:
- 1 primary
- 1 secondary
KEYWORDS
(APP STORE ONLY)
Keyword Research
• Competitor Research
(SensorTower, MobileDevHQ)
• Google Keyword Tool
• Your Google Analytics Data
• “Re...
Picking Keywords: Traffic vs. Competition
Traffic vs. Competition
YES!
Traffic vs. Competition
YIKES!
Remember:
On Mobile,
a Higher
Ranking is
Even MORE
Important
“The App Store
equivalent to
the second page
of Google is any
app ranked
greater than 15”
-MobileDevHQ
Traffic vs. Competition
Keyword Research
• Competitor Research
(SensorTower,
MobileDevHQ)
• Google Keyword Tool
• Your Google Analytics Data
• “Re...
100 Characters of Comma-Separated Keywords
Don’t do this:
the, quick, brown, fox,
jumped, over, the, lazy,
dog
Do this:
th...
Don’t…
…add extra spaces after commas
…repeat keywords in the Title
…repeat keywords in the Categories
…repeat keywords in...
DESCRIPTIONS
Description crawled for
keywords
Description NOT crawled
for keywords in App Store
search
Descriptions – App Store vs. Goo...
Descriptions
ALSO
Crawled in
Google Web
Search
Note that the descriptive title contributes
to the App Store listing rankin...
These are Web Pages, So Avoid Duplicate
Content!
Include Google Search Terms in Description
• APP NAME
• APP DESCRIPTION
• iOS/ iPad/ iPhone
• Android/ Android
Phone/ Andr...
DOWNLOAD VOLUME
& VELOCITY
Apps With
More
Downloads
Rank Higher
Download Velocity
Use Paid + Organic Together to Drive Downloads
“For every 2 PAID
downloads, your app will
generate on average
3 ORGANIC do...
Use Paid + Organic Together to Drive Downloads
“For every 2 PAID
downloads, your app will
generate on average
3 ORGANIC do...
Don’t be Spammy
RATINGS AND REVIEWS
75% of the
top 1000
apps have 4+
star rating
The higher
you move
up the
rankings
ladder, the
more app
star ratings
matter.
When Apple started factoring
ratings & revie...
Volume
of
Ratings/
Reviews
Also
Important
Google’s New “Apps” Universal Highly
Correlated with Star Ratings in App Stores
3.5 +
Start Getting More 5-Star Reviews!
Technical & UX Improvements
Tech/ User Experience
Change Goes Live
App Changed Rank from
1,112 to 262 Very Quickly
App Mov...
Asking for
Reviews
Music App Day One App iTV App
If a user selects
this option,
Tinder does not
ask them to
review the app
Preventing
Users from
Leaving
Negative
Reviews
Even BETTER: Let Unhappy Users Seek Help
Anywhere BUT the App Store
Source: http://dancounsell.com/articles/prompting-for-...
Pick the Right Moment
• Never ask on launch
• Pick a moment when the
user has completed their
primary task with the app
• ...
FRESHNESS
Update Apps Frequently to Maintain Your
“Freshness” Booster
Update Apps Frequently to Maintain Your
“Freshness” Booster
THE FUTURE OF APP
SEARCH
App Store Optimization vs. App Search Optimization
Right now, Google is Pulling the App Meta
Data for the Apps Universal
Google Play Store Titles
App Store Titles
Most Users Find Apps in the App StoresMost
Users
Find
Apps in
the App
Stores
Most
Users
Find
Apps in
the App
Stores
in Google
Google is Indexing Android Apps
(with Deep Linking)
And Google May Be Gearing up to Index iOS
Apps with Deep Links Soon
Justin Briggs (@JustinRBriggs)
The Future of App Search May Look More Like
a Mobile Web Search with Deep Links…
The Future of App Search May Look More Like
a Mobile Web Search with Deep Links…
Best Plan for Success…
Optimize for App Stores
Optimize for Apps Universal
Optimize Mobile Web
Add Deep Linking
Today’s Ta...
Danke schön!
Emily Grossman, Mobile Marketing Specialist, MobileMoxie
Twitter: @goutaste Email: emily@mobilemoxie.com
face...
App Store Optimization - SMX Munich - Emily Grossman
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App Store Optimization - SMX Munich - Emily Grossman

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MobileMoxie's Mobile Marketing Specialist, Emily Grossman, talks about App Store Optimization at SMX Munich 2015.

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App Store Optimization - SMX Munich - Emily Grossman

  1. 1. App Store Optimization
  2. 2. Growth in Smartphone Ownership
  3. 3. http://techcrunch.com/2015/01/27/apple-q1-2015/ Hardware Sales
  4. 4. http://moz.com/blog/top-three-inbound-marketing-strategies-for-mobile-apps Cumulative App Downloads from the Apple App Store in Billions (June ‘08 – ’14)
  5. 5. Smartphone Users FREQUENTLY Download Apps
  6. 6. Most Users Find Apps in the App Stores
  7. 7. Most Users Find Apps in the App StoresMost Users Find Apps in the App Stores
  8. 8. App Store Optimization vs. App Search Optimization
  9. 9. “What makes an app rank well in the App Store (iOS) or Google Play Store (Android)?”
  10. 10. 2 Components To App Store Optimization: Meta Data • Title • Category • Description (Google Play) • Keywords (App Store) [TEXT] 35% Performance & Engagement • Downloads (Volume and Velocity) • Star Ratings and Reviews • Freshness 65%
  11. 11. APP TITLES
  12. 12. App Title App Bundle Display Name (“Label Attribute” on Android) iTunes Connect Title (matches App Bundle Name)
  13. 13. Important Keywords in the App Title (App Store Especially)
  14. 14. Rankings Increase with Keywords in the Title
  15. 15. Kayak is installed on this device Spotlight for iOS will Crawl App Titles - Even On Installed Apps -
  16. 16. Google’s New “Apps” Universal Highly Correlated with Exact Match Keywords in Title Google Play Store Titles App Store Titles
  17. 17. Be Descriptive
  18. 18. Don’t be Spammy
  19. 19. CATEGORIES
  20. 20. Categories Provide Keyword Value (Especially the Primary Category)
  21. 21. Pandora ranks #1 in the Music category, but only #8 in the US store. Categories Provide A Less Competitive Ranking Environment
  22. 22. With a Well Chosen Category, We Get These Users, Too
  23. 23. 1. Identify Categories 2. Collect Data 3. Graph Results 4. Repeat
  24. 24. 1. Identify Categories 2. Collect Data 3. Graph Results 4. Repeat
  25. 25. 1. Identify Categories 2. Collect Data 3. Graph Results 4. Repeat 0 10 20 30 40 50 60 70 80 1 2 3 4 OverallStoreRank Category Rank Social Networking Music Most competitive Least competitive
  26. 26. 1. Identify Categories 2. Collect Data 3. Graph Results 4. Repeat
  27. 27. Categories 1 category 2 categories: - 1 primary - 1 secondary
  28. 28. KEYWORDS (APP STORE ONLY)
  29. 29. Keyword Research • Competitor Research (SensorTower, MobileDevHQ) • Google Keyword Tool • Your Google Analytics Data • “Related searches” on iOS 8 • Translations (http://bit.ly/localized- keywords)
  30. 30. Picking Keywords: Traffic vs. Competition
  31. 31. Traffic vs. Competition YES!
  32. 32. Traffic vs. Competition YIKES!
  33. 33. Remember: On Mobile, a Higher Ranking is Even MORE Important
  34. 34. “The App Store equivalent to the second page of Google is any app ranked greater than 15” -MobileDevHQ
  35. 35. Traffic vs. Competition
  36. 36. Keyword Research • Competitor Research (SensorTower, MobileDevHQ) • Google Keyword Tool • Your Google Analytics Data • “Related searches” on iOS 8
  37. 37. 100 Characters of Comma-Separated Keywords Don’t do this: the, quick, brown, fox, jumped, over, the, lazy, dog Do this: the,quick,brown,fox,jump ed,over,the,lazy,dog
  38. 38. Don’t… …add extra spaces after commas …repeat keywords in the Title …repeat keywords in the Categories …repeat keywords in the Developer Name
  39. 39. DESCRIPTIONS
  40. 40. Description crawled for keywords Description NOT crawled for keywords in App Store search Descriptions – App Store vs. Google Play
  41. 41. Descriptions ALSO Crawled in Google Web Search Note that the descriptive title contributes to the App Store listing ranking in Google!
  42. 42. These are Web Pages, So Avoid Duplicate Content!
  43. 43. Include Google Search Terms in Description • APP NAME • APP DESCRIPTION • iOS/ iPad/ iPhone • Android/ Android Phone/ Android Tablet • Relevant search terms • Relevant brand variations • List content in the app + “app” or “game”
  44. 44. DOWNLOAD VOLUME & VELOCITY
  45. 45. Apps With More Downloads Rank Higher
  46. 46. Download Velocity
  47. 47. Use Paid + Organic Together to Drive Downloads “For every 2 PAID downloads, your app will generate on average 3 ORGANIC downloads.” Ian Sefferman (@iseff)
  48. 48. Use Paid + Organic Together to Drive Downloads “For every 2 PAID downloads, your app will generate on average 3 ORGANIC downloads.” Ian Sefferman (@iseff) * *downloads acquired from paid channels, not download bots or install farms
  49. 49. Don’t be Spammy
  50. 50. RATINGS AND REVIEWS
  51. 51. 75% of the top 1000 apps have 4+ star rating
  52. 52. The higher you move up the rankings ladder, the more app star ratings matter. When Apple started factoring ratings & reviews in the search algorithm. High rated apps got a ranking boost, low rating apps suffered a ranking loss.
  53. 53. Volume of Ratings/ Reviews Also Important
  54. 54. Google’s New “Apps” Universal Highly Correlated with Star Ratings in App Stores 3.5 +
  55. 55. Start Getting More 5-Star Reviews!
  56. 56. Technical & UX Improvements Tech/ User Experience Change Goes Live App Changed Rank from 1,112 to 262 Very Quickly App Moved into US Over- All Ranking Instead of Just Category Rankings 57
  57. 57. Asking for Reviews Music App Day One App iTV App
  58. 58. If a user selects this option, Tinder does not ask them to review the app Preventing Users from Leaving Negative Reviews
  59. 59. Even BETTER: Let Unhappy Users Seek Help Anywhere BUT the App Store Source: http://dancounsell.com/articles/prompting-for-app-reviews
  60. 60. Pick the Right Moment • Never ask on launch • Pick a moment when the user has completed their primary task with the app • Pick a moment when the user feels accomplished
  61. 61. FRESHNESS
  62. 62. Update Apps Frequently to Maintain Your “Freshness” Booster
  63. 63. Update Apps Frequently to Maintain Your “Freshness” Booster
  64. 64. THE FUTURE OF APP SEARCH
  65. 65. App Store Optimization vs. App Search Optimization
  66. 66. Right now, Google is Pulling the App Meta Data for the Apps Universal Google Play Store Titles App Store Titles
  67. 67. Most Users Find Apps in the App StoresMost Users Find Apps in the App Stores
  68. 68. Most Users Find Apps in the App Stores in Google
  69. 69. Google is Indexing Android Apps (with Deep Linking)
  70. 70. And Google May Be Gearing up to Index iOS Apps with Deep Links Soon Justin Briggs (@JustinRBriggs)
  71. 71. The Future of App Search May Look More Like a Mobile Web Search with Deep Links…
  72. 72. The Future of App Search May Look More Like a Mobile Web Search with Deep Links…
  73. 73. Best Plan for Success… Optimize for App Stores Optimize for Apps Universal Optimize Mobile Web Add Deep Linking Today’s Talk Store Titles & Ratings Mobile SEO bit.ly/app-indexed
  74. 74. Danke schön! Emily Grossman, Mobile Marketing Specialist, MobileMoxie Twitter: @goutaste Email: emily@mobilemoxie.com facebook.com/mobilemoxie

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