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App Store Optimization
Bryson Meunier
Director, SEO Strategy
Resolution Media
Presented at
Internet Summit,
November 14, 2...
WHY APP STORE OPTIMIZATION?

3
April 2013 “Mobile App Discovery: Best Practices To Promote Your App”

http://www.forrester.com/Mobile+App+Discovery+Best+...
MOST APP STORE SEARCHERS NOT BRAND-LOYAL

5
TOP KEYWORDS IN GOOGLE PLAY AND APP STORE

6
APP STORE OPTIMIZATION WORKS

7
APP STORE OPTIMIZATION WORKS

Source: http://www.slideshare.net/aoklein/app-store-optimization-26952456
8
APP STORE OPTIMIZATION GETTING TOUGHER

Source: http://www.mobiledevhq.com/haveyouchangedyourapptitleyet--102/articles
9
HOW DOES APP STORE OPTIMIZATION
WORK?

10
ASO IS SEO

ASO

SEO

Related to app store
search engines

Related to search
engines

In-app

On-site/page

Marketing

Mar...
ASO IS SEO

In-app

Marketing

• Title
• Keywords
• Description
• Icon
• Screenshots

• Smart
Banners
• Reviews
• Link bui...
IN-APP OPTIMIZATION
• Search engines
match keywords
in metadata with
user queries
• All fields in
orange are
controlled by...
IN-APP OPTIMIZATION: TITLE/KEYWORDS/DESCRIPTION
• Function keyword
in title still matters
• Understand how
target audience...
IN-APP OPTIMIZATION: ICON/SCREENSHOTS
• Doorways to
downloads
• Test for highest
CTR

15
APP MARKETING:
QUALITY AND SOCIAL SIGNALS
• Social and quality
signals more difficult
to influence
• Like with YouTube or
...
APP MARKETING:
SMART BANNERS

NOT THAT
17
APP MARKETING: REVIEWS

18
APP MARKETING: REVIEWS

NO

YES

19
APP MARKETING: ON-SITE PROMOTION

20
APP MARKETING: LINK BUILDING

21
APP MARKETING: LINK BUILDING

22
APP MARKETING: ADVERTISING

23
APP REPORTING AND OPTIMIZATION

24
APP REPORTING AND OPTIMIZATION

25
APP STORE OPTIMIZATION

In-app

Marketing

• Title
• Keywords
• Description
• Icon
• Screenshots

• Smart
Banners
• Review...
THANK YOU!

Bryson Meunier
Director, SEO Strategy
Resolution Media
bmeunier@resolutionmedia.com
http://www.brysonmeunier.c...
TARGETINGTOMORROW

28
App store optimization Internet Summit Meunier
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App store optimization Internet Summit Meunier

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Presentation from Internet Summit on App Store Optimization includes tools and processes for optimizing native mobile apps for greater visibility in app stores.

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App store optimization Internet Summit Meunier

  1. 1. App Store Optimization Bryson Meunier Director, SEO Strategy Resolution Media Presented at Internet Summit, November 14, 2013 2
  2. 2. WHY APP STORE OPTIMIZATION? 3
  3. 3. April 2013 “Mobile App Discovery: Best Practices To Promote Your App” http://www.forrester.com/Mobile+App+Discovery+Best+Practices+To+Promote+Your+App/fulltext/-/E-RES89541 4
  4. 4. MOST APP STORE SEARCHERS NOT BRAND-LOYAL 5
  5. 5. TOP KEYWORDS IN GOOGLE PLAY AND APP STORE 6
  6. 6. APP STORE OPTIMIZATION WORKS 7
  7. 7. APP STORE OPTIMIZATION WORKS Source: http://www.slideshare.net/aoklein/app-store-optimization-26952456 8
  8. 8. APP STORE OPTIMIZATION GETTING TOUGHER Source: http://www.mobiledevhq.com/haveyouchangedyourapptitleyet--102/articles 9
  9. 9. HOW DOES APP STORE OPTIMIZATION WORK? 10
  10. 10. ASO IS SEO ASO SEO Related to app store search engines Related to search engines In-app On-site/page Marketing Marketing Reporting and Optimization Reporting and Optimization 11
  11. 11. ASO IS SEO In-app Marketing • Title • Keywords • Description • Icon • Screenshots • Smart Banners • Reviews • Link building • On-site download page Reporting • Rank tracking • Downloads & revenue • App store volatility 12
  12. 12. IN-APP OPTIMIZATION • Search engines match keywords in metadata with user queries • All fields in orange are controlled by app owner and could increase traffic ICON SCREENSHOTS DESCRIPTION KEYWORDS 13
  13. 13. IN-APP OPTIMIZATION: TITLE/KEYWORDS/DESCRIPTION • Function keyword in title still matters • Understand how target audience searches 14
  14. 14. IN-APP OPTIMIZATION: ICON/SCREENSHOTS • Doorways to downloads • Test for highest CTR 15
  15. 15. APP MARKETING: QUALITY AND SOCIAL SIGNALS • Social and quality signals more difficult to influence • Like with YouTube or local search optimization, resources exist to help positively influence fields in orange • Black hat methods do more harm than good RATINGS AND REVIEWS DOWNLOADS +1’s 16
  16. 16. APP MARKETING: SMART BANNERS NOT THAT 17
  17. 17. APP MARKETING: REVIEWS 18
  18. 18. APP MARKETING: REVIEWS NO YES 19
  19. 19. APP MARKETING: ON-SITE PROMOTION 20
  20. 20. APP MARKETING: LINK BUILDING 21
  21. 21. APP MARKETING: LINK BUILDING 22
  22. 22. APP MARKETING: ADVERTISING 23
  23. 23. APP REPORTING AND OPTIMIZATION 24
  24. 24. APP REPORTING AND OPTIMIZATION 25
  25. 25. APP STORE OPTIMIZATION In-app Marketing • Title • Keywords • Description • Icon • Screenshots • Smart Banners • Reviews • Link building • On-site download page Reporting • Rank tracking • Downloads & revenue • App store volatility 26
  26. 26. THANK YOU! Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionmedia.com http://www.brysonmeunier.com http://www.resolutionmedia.com +Bryson Meunier @brysonmeunier
  27. 27. TARGETINGTOMORROW 28

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