Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb

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The app marketing world is considered a black box by many, with little information about best practices. But what if you could discover how competing apps build their marketing strategies, and see how well they work?

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Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb

  1. 1. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Competitive Mobile Analysis for your App Optimization Strategy
  2. 2. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA I SHARE @ALEYDA #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
  3. 3. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti App store discoverability has challenges, from the non-friendly UI
  4. 4. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti To consumption ones
  5. 5. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti App stores rankings are still “basic”… but fundamental to obtain in-store search visibility http://searchengineland.com/app-indexing-new- frontier-seo-app-packs-app-store-search-242319 https://www.apptweak.com/learn/why- aso-is-not-seo-but-looks-like-it
  6. 6. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti … the integration with Google’s Web Search & other referrers also provide more opportunities though http://searchengineland.com/app-indexing-new- frontier-seo-app-packs-app-store-search-242319 http://googlewebmastercentral.blogspot.com/2015/04/ drive-app-installs-through-app-indexing.html
  7. 7. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti It’s fundamental to verify the status of these app optimization factors vs. your competitors APP TITLE OPTIMIZATION ASSIGNED APP CATEGORY APP DESCRIPTION KEYWORDS DEVELOPER ACCOUNT DOWNLOADS VOLUME & VELOCITY RATING SENTIMENT & VOLUME REVIEWS RATINGS & VOLUME
  8. 8. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti as well as other competitive mobile app traffic, downloads & usage behavior in a competitive analysis KEYWORDS TO FOCUS IN-STORE & WEB SEARCH IN & OUT STORE TRAFFIC SOURCES TO LEVERAGE APP CONTENT TO PRIORITIZE CROSS- PROMOTIONAL ACTIONS TO DEVELOP APP INDEXING VISIBILITY OPPORTUNITY COMPETITORS OPTIMIZATION STATUS & STRATEGY
  9. 9. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti … that should drive your aligned mobile Web & app optimization strategy to maximize your visibility
  10. 10. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Let’s identify them by asking a few questions that can be easily answer with SimilarWeb + your own data
  11. 11. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which are your top competitors per country in your related categories in the Apple Store & Google Play?
  12. 12. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which are those apps trending-up? Select the top ones which are direct competitors targeting your same audience
  13. 13. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which keywords are the most used in your app category across your countries? Download, segment between brand & non- branded & compare with your SEO keywords
  14. 14. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which are the top apps ranking & rating behavior in the latest months vs. yours? What’s the average rating of the top apps in each store? Which is going up? What’s their volume of installs and the one you could expect if you have their visibility?
  15. 15. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti … and the loyalty across them? Which apps have the lowest churn & best usage behavior? Do the ones with the highest loyalty coincide with the one with highest traffic? How does the usage compares with yours?
  16. 16. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Install and test the app experience of the ones with the highest loyalty Identify their design, notification, messaging & functionalities patterns that increase their engagement & you can leverage with your own app
  17. 17. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which are the top app country markets that these apps are also targeting? Are these apps targeting additional markets that you’re not and where it would be easier and less competitive to achieve more visibility and results?
  18. 18. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which day of the week & time in the day are the ones with highest usage for the apps? Take these into consideration for your communications, offers & campaigns
  19. 19. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Where do the apps in-store traffic come from vs. yours? Identify the top external traffic drivers and which apps are making the most out of them… to analyze what each is doing.
  20. 20. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which keywords are used to drive traffic in store to the apps? Identify the keywords that are big traffic drivers but that less competitors are targeting
  21. 21. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which other apps are ranking for these top relevant keywords?
  22. 22. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Identify how the apps ranking better for the top keywords are optimizing towards them You can use app optimizers like AppTweak… take this into consideration to optimize your own app towards the identified keywords
  23. 23. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti … and the external traffic sources? Identify the top external traffic drivers and which apps are making the most out of them… to analyze what each is doing and it’s worthy for you to leverage them
  24. 24. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Where do external referrals come from in each app store? Identify if these are their own Websites or external sources where it would be relevant to establish a collaboration or get coverage.
  25. 25. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Check how the top third-party referrers are including the apps with highest traffic
  26. 26. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti … and how they’re also leveraging their own Website app landing page to rank and refer Identify the opportunities to target these keywords (adding the permutations: apps, reviews, for Android or iPhone, etc.) with your own Website app landing page, besides those related to your own brand.
  27. 27. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Prioritize app reviews sites if listed as a referrer as it’s more straightforward to be included https://spacechimp.io/the-ultimate- list-of-app-review-websites/
  28. 28. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti … and from which search engines are they getting traffic? Identify the Apps that are leveraging search engines as a traffic source
  29. 29. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which are the top keywords that users are searching with from these search engines? Identify & compare the keywords used to search for Android & iOS apps
  30. 30. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti How are your competitors ranking for these keywords? With which type of content & result? Use the Chrome Web Developer Tools Mobile Emulation to see the app result types and how the apps are ranking there… use this for your own apps.
  31. 31. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti For which of these keywords is Google showing app indexed results? Which of your competitors are using it? https://developers.google.com/ app-indexing/introduction?hl=en Identify opportunities to start app indexing for Android as a priority
  32. 32. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Which are other related keywords searched from mobile devices in Google that you can target? Use the Google Keyword Planner “Breakdown by Device” segment, prioritize this content for app indexing http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/
  33. 33. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti If you’re app indexing: Which are the keywords that are already bringing visibility but low CTR to optimize? Identify which content is ranking towards these keywords and how it can be optimized to rank better and a higher CTR
  34. 34. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti KEYWORDS TO FOCUS IN-STORE & WEB SEARCH TRAFFIC SOURCES TO TARGET APP CONTENT TO PRIORITIZE CROSS- PROMOTIONAL ACTIONS TO DEVELOP APP INDEXING QUERIES TO TARGET COMPETITORS TO MONITOR Use all this information as an input to define a strategic mobile app optimization plan AREAS OF APPS TO OPTIMIZE WITH KEYWORDS
  35. 35. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti It’s time to grow your app traffic, downloads & usage!
  36. 36. #mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti Thank you! Questions?

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