App Store Optimization: Why You Need It & How To Do It by Ian Sefferman

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From SMX East 2013 / SearchMarketingExpo.com - App Store Optimization: The What, The Why & The How by @iseff - #SMX #12C.

Slide deck from Ian Sefferman, CEO of MobileDevHQ presenting on best practices and tips to gain more app downloads and become popular in Apple App Store & Google Play android app store.

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App Store Optimization: Why You Need It & How To Do It by Ian Sefferman

  1. 1. APP STORE OPTIMIZATION: # Ian Sefferman MobileDevHQ @iseff #SMX #12C October 1, 2013 WHY YOU NEED IT HOW TO DO IT #
  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, well- rounded, marketing strategy. Search Rankings Downloads Top Charts Downloads
  8. 8. The Why
  9. 9. Mobile Is Eating The Web 0 5 10 15 20 25 30 35 May, 2008 May, 2009 May, 2010 May, 2011 May, 2012 May, 2013 May, 2014(E) Mobile Traffic as a Percentage of Global Internet Traffic Source: Mary Meeker, KPCB, May, 2013
  10. 10. Apps Are Eating Mobile Percentage of Mobile Time Spent In Apps Source: Flurry Blog, April, 2013 80 %
  11. 11. Consumer App Discovery Percentage of Consumers Who Find Apps Through ASO Source: Forrester, via TechCrunch, April 2013 %
  12. 12. Does ASO Work? 0 1 2 3 4 5 6 7 8 9 10 Pre-change Post-change Case Study: Survival Simulation Game iPhone App Low Downloads, except New & Noteworthy Title Keywords Screenshots
  13. 13. Does ASO Really Work? 0 1000 2000 3000 4000 5000 6000 Pre-change Post-change Case Study: Children’s iPhone App Keyword Research Focus on more targeted keywords, low difficulty, higher volume. Only change was Keyword field.
  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. On-Metadata: Screenshots
  19. 19. On-Metadata: Screenshots
  20. 20. On-Metadata: Icon
  21. 21. On-Metadata: Description
  22. 22. Off-Metadata: Ratings
  23. 23. Off-Metadata: Reviews
  24. 24. Off-Metadata: Links Getting people to write about your app improves your search rankings in the Play store. - Google I/O, June 2012
  25. 25. Off-Metadata: Social
  26. 26. iOS vs Google Play A Cultural Difference
  27. 27. iOS vs Google Play Tactical Differences Google PlayiOS Title Keyword Field No links No social Title Description Links count +1s
  28. 28. iOS vs Google Play Ranking Factor Correlations - Ratings
  29. 29. iOS vs Google Play Ranking Factor Correlations - Ratings
  30. 30. iOS vs Google Play Ranking Factor Correlations - Title 10 11 12 13 14 15 Average Rank Median Rank iOS
  31. 31. iOS vs Google Play Ranking Factor Correlations - Title 10 11 12 13 14 15 Average Rank Median Rank Google Play
  32. 32. Thank You! Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff
  33. 33. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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