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#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
Mobile and App Store Optimization
Leveraging your Mobile Web & App insights to
strategically approach your App Search Visibility
HELLO #PUBCON
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
I’m Aleyda Solis
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WE LIVE IN A MULTI-DEVICE WORLD
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
http://www.lukew.com/ff/entry.asp?1943
DRIVEN BY CROSS-PLATFORM & MULTI-CHANNEL SEARCH
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WITH A HUGE MOBILE (FIRST) GROWTH POTENTIAL
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
AN EVOLVING WEB & APP INTEGRATION
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
BUT STILL APP STORE DISCOVERABILITY HAS CHALLENGES
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
AS WELL AS CONSUMPTION ONES
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
THIS!
YOUR MOBILE WEB & APP STRATEGY SHOULD BE
ALIGNED TO MAXIMIZE THEIR POTENTIAL
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
ESPECIALLY WHEN YOU ARE STARTING AND NOT
SEEING SO MANY RESULTS YET…
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
HERE’S HOW YOU CAN LEVERAGE MOBILE WEB & APP
INTERNAL & EXTERNAL DATA TO MAXIMIZE YOUR APP
OPPORTUNITIES WITH A STRATEGIC APPROACH
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
USE YOUR MOBILE WEB COMPETITIVE DATA
AS AN INPUT IN YOUR APP CONTENT
DEVELOPMENT AND INDEXATION PRIORITIES
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
USE GOOGLE
SEARCH CONSOLE
MOBILE DATA WITH
URL PROFILER
IDENTIFY YOUR BEST PERFORMING MOBILE WEB
PAGES, TOP QUERIES & RELATED KPIS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR BEST PERFORMING MOBILE WEB
PAGES, TOP QUERIES & RELATED KPIS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/
IDENTIFY YOUR BEST PERFORMING MOBILE WEB
PAGES, TOP QUERIES & RELATED KPIS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
CHECK AND USE YOUR COMPETITORS MOBILE WEB
SEARCH PERFORMANCE DATA TOO!
USE SEMRUSH,
SEARCHMETRICS
OR SISTRIX
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
ARE YOU ALREADY APP INDEXING? CHECK HOW THIS
CORRELATE WITH YOUR CONTENT & QUERIES RESULTS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
USE THIS DATA TO PRIORITIZE YOUR MOBILE APP
CONTENT DEVELOPMENT & OPTIMIZATION EFFORTS…
TOP MOBILE
WEB PAGES
TOP MOBILE
WEB QUERIES
CONTENT
IN YOUR
APP
APP
INDEXING
POTENTIAL
APP
KEYWORDS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
DEVELOP AN APP SEARCH COMPETITIVE
RESEARCH TO IDENTIFY OPPORTUNITIES & USE
THEM IN YOUR OPTIMIZATION STRATEGY
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WHICH ARE YOUR INDUSTRY’S TOP APP COMPETITORS,
TRENDS & KEYWORDS
USE
SIMILARWEB
MOBILE APP
INSIGHTS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WHAT’S YOUR APP COMPETITORS RANKING & RATING
BEHAVIOR (VS YOURS)?
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WHICH ARE THEIR MAIN TRAFFIC SOURCES BOTH IN-
STORE & EXTERNAL (VS YOURS)?
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WHICH ARE THEIR MAIN TRAFFIC SOURCES BOTH IN-
STORE & EXTERNAL (VS YOURS)?
FROM BEING A FEATURED APP, TO HAVING WELL RANKING APP LANDING
PAGES AND SMART BANNERS ON THE SITE… VERIFY WHICH SOURCES WORK
BETTER FOR EACH OF YOUR COMPETITORS
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WHICH ARE THE IN-STORE & SEARCH ENGINE
KEYWORDS FOR WHICH THEY ARE RANKING?
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
WHICH ARE THE IN-STORE & SEARCH ENGINE
KEYWORDS FOR WHICH THEY ARE RANKING?
ARE YOUR APPS ALREADY OPTIMIZING FOR THESE KEYWORDS? ARE YOU
ALREADY FEATURING CONTENT TO TARGET THESE QUERIES BOTH IN YOUR
APP AS WELL AS IN YOUR WEB?
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
HOW DOES THE THIS TRAFFIC TRANSLATE IN USAGE,
INSTALLS, ACTIVE USERS PATTERNS …
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
AS WELL AS IN RETENTION & CHURN?
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
IS YOUR APP CONNECTING WITH YOUR AUDIENCE
INTERESTS? WHO ARE DOING IT ALREADY?
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
IS YOUR APP CONNECTING WITH YOUR AUDIENCE
INTERESTS? WHO ARE DOING IT ALREADY?
COMPARE THESE BEHAVIORAL TRENDS WITH YOURS, IDENTIFY WHICH OF
YOUR COMPETITORS ARE THE ONES WITH THE BEST AND ANALYZE THE
EXPERIENCE & OFFERING THEY PROVIDE TO ACHIEVE IT
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
USE THIS DATA TO DEFINE A STRATEGIC APP
OPTIMIZATION ACTION PLAN
KEYWORDS
TO FOCUS IN-
STORE & WEB
SEARCH
TRAFFIC
SOURCES TO
LEVERAGE IN APP
STORE &
EXTERNAL
APP
CONTENT TO
OPTIMIZE
KPIS TO
MONITOR
PROMOTIONAL
ACTIONS TO
DEVELOP
NOW YOU’LL HAVE MORE INSIGHTS TO MAXIMIZE YOUR
APP RESULTS… FROM INSIDE & OUTSIDE THE STORE!
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
#MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
THANK YOU!

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Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pubcon #Pubcon2015

  • 1. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI Mobile and App Store Optimization Leveraging your Mobile Web & App insights to strategically approach your App Search Visibility
  • 2. HELLO #PUBCON #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 3. I’m Aleyda Solis SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 4. WE LIVE IN A MULTI-DEVICE WORLD #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI http://www.lukew.com/ff/entry.asp?1943
  • 5. DRIVEN BY CROSS-PLATFORM & MULTI-CHANNEL SEARCH #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 6. WITH A HUGE MOBILE (FIRST) GROWTH POTENTIAL #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 7. AN EVOLVING WEB & APP INTEGRATION #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 8. BUT STILL APP STORE DISCOVERABILITY HAS CHALLENGES #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 9. AS WELL AS CONSUMPTION ONES #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI THIS!
  • 10. YOUR MOBILE WEB & APP STRATEGY SHOULD BE ALIGNED TO MAXIMIZE THEIR POTENTIAL #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 11. ESPECIALLY WHEN YOU ARE STARTING AND NOT SEEING SO MANY RESULTS YET… #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 12. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI HERE’S HOW YOU CAN LEVERAGE MOBILE WEB & APP INTERNAL & EXTERNAL DATA TO MAXIMIZE YOUR APP OPPORTUNITIES WITH A STRATEGIC APPROACH
  • 13. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI USE YOUR MOBILE WEB COMPETITIVE DATA AS AN INPUT IN YOUR APP CONTENT DEVELOPMENT AND INDEXATION PRIORITIES
  • 14. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI USE GOOGLE SEARCH CONSOLE MOBILE DATA WITH URL PROFILER IDENTIFY YOUR BEST PERFORMING MOBILE WEB PAGES, TOP QUERIES & RELATED KPIS
  • 15. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI IDENTIFY YOUR BEST PERFORMING MOBILE WEB PAGES, TOP QUERIES & RELATED KPIS
  • 16. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/ IDENTIFY YOUR BEST PERFORMING MOBILE WEB PAGES, TOP QUERIES & RELATED KPIS
  • 17. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI CHECK AND USE YOUR COMPETITORS MOBILE WEB SEARCH PERFORMANCE DATA TOO! USE SEMRUSH, SEARCHMETRICS OR SISTRIX
  • 18. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI ARE YOU ALREADY APP INDEXING? CHECK HOW THIS CORRELATE WITH YOUR CONTENT & QUERIES RESULTS
  • 19. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI USE THIS DATA TO PRIORITIZE YOUR MOBILE APP CONTENT DEVELOPMENT & OPTIMIZATION EFFORTS… TOP MOBILE WEB PAGES TOP MOBILE WEB QUERIES CONTENT IN YOUR APP APP INDEXING POTENTIAL APP KEYWORDS
  • 20. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI DEVELOP AN APP SEARCH COMPETITIVE RESEARCH TO IDENTIFY OPPORTUNITIES & USE THEM IN YOUR OPTIMIZATION STRATEGY
  • 21. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI WHICH ARE YOUR INDUSTRY’S TOP APP COMPETITORS, TRENDS & KEYWORDS USE SIMILARWEB MOBILE APP INSIGHTS
  • 22. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI WHAT’S YOUR APP COMPETITORS RANKING & RATING BEHAVIOR (VS YOURS)?
  • 23. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI WHICH ARE THEIR MAIN TRAFFIC SOURCES BOTH IN- STORE & EXTERNAL (VS YOURS)?
  • 24. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI WHICH ARE THEIR MAIN TRAFFIC SOURCES BOTH IN- STORE & EXTERNAL (VS YOURS)? FROM BEING A FEATURED APP, TO HAVING WELL RANKING APP LANDING PAGES AND SMART BANNERS ON THE SITE… VERIFY WHICH SOURCES WORK BETTER FOR EACH OF YOUR COMPETITORS
  • 25. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI WHICH ARE THE IN-STORE & SEARCH ENGINE KEYWORDS FOR WHICH THEY ARE RANKING?
  • 26. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI WHICH ARE THE IN-STORE & SEARCH ENGINE KEYWORDS FOR WHICH THEY ARE RANKING? ARE YOUR APPS ALREADY OPTIMIZING FOR THESE KEYWORDS? ARE YOU ALREADY FEATURING CONTENT TO TARGET THESE QUERIES BOTH IN YOUR APP AS WELL AS IN YOUR WEB?
  • 27. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI HOW DOES THE THIS TRAFFIC TRANSLATE IN USAGE, INSTALLS, ACTIVE USERS PATTERNS …
  • 28. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI AS WELL AS IN RETENTION & CHURN?
  • 29. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI IS YOUR APP CONNECTING WITH YOUR AUDIENCE INTERESTS? WHO ARE DOING IT ALREADY?
  • 30. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI IS YOUR APP CONNECTING WITH YOUR AUDIENCE INTERESTS? WHO ARE DOING IT ALREADY? COMPARE THESE BEHAVIORAL TRENDS WITH YOURS, IDENTIFY WHICH OF YOUR COMPETITORS ARE THE ONES WITH THE BEST AND ANALYZE THE EXPERIENCE & OFFERING THEY PROVIDE TO ACHIEVE IT
  • 31. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI USE THIS DATA TO DEFINE A STRATEGIC APP OPTIMIZATION ACTION PLAN KEYWORDS TO FOCUS IN- STORE & WEB SEARCH TRAFFIC SOURCES TO LEVERAGE IN APP STORE & EXTERNAL APP CONTENT TO OPTIMIZE KPIS TO MONITOR PROMOTIONAL ACTIONS TO DEVELOP
  • 32. NOW YOU’LL HAVE MORE INSIGHTS TO MAXIMIZE YOUR APP RESULTS… FROM INSIDE & OUTSIDE THE STORE! #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI
  • 33. #MOBILEOPTIMIZATION AT #PUBCON2015 BY @ALEYDA FROM @ORAINTI THANK YOU!