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App Store Seo

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App Store Seo

  1. 1. App Store Optimization Bryson Meunier Associate Director, Content Solutions Resolution Media December 8, 2009
  2. 2. Agenda <ul><li>Indexing: Getting apps Catalogued </li></ul><ul><li>Content: Making apps relevant for user searches </li></ul><ul><li>Marketing: Making relevant users aware of app </li></ul>
  3. 3. Who is Resolution Media? <ul><li>Founded in 2003 </li></ul><ul><ul><li>4 Employees </li></ul></ul><ul><li>Joined the Omnicom Media Group in 2005 </li></ul><ul><ul><li>20 Employees </li></ul></ul><ul><li>Ranked Top 20 Search Firm by AdAge in 2006, 2007, 2008 </li></ul><ul><ul><li>90 Employees </li></ul></ul><ul><ul><li>$150MM in annual search billings </li></ul></ul><ul><li>Headquartered in Chicago with additional offices in: </li></ul><ul><ul><li>New York </li></ul></ul><ul><ul><li>San Francisco </li></ul></ul><ul><ul><li>Los Angeles </li></ul></ul>
  4. 4. Successful collaboration with partner agencies and clients <ul><li>Agencies </li></ul><ul><li>Clients </li></ul>
  5. 5. Crowded App Marketplace <ul><li>Apple’s App Store has over 100,000 apps </li></ul><ul><li>2 billion apps have been downloaded in App Store alone </li></ul><ul><li>What can marketers do to increase the visibility of their apps organically? </li></ul>
  6. 7. INDEXING <ul><li>App Store Optimization </li></ul>
  7. 8. Get App Approved <ul><li>Visit AppRejections.com for examples of what not to do. </li></ul><ul><li>Read app store guidelines and tips and follow to the tee: http://developer.apple.com/iphone/news/appstoretips/ </li></ul><ul><li>Apple recently removed 1000 + Apps (More than 1%) for scamming ratings system </li></ul>
  8. 9. Don’t Keyword Stuff Description <ul><li>Apple: “Improper use of keywords is the fourth most common reason for App Store rejections. ” </li></ul><ul><li>Focus on relevance and provide real value </li></ul>
  9. 10. CONTENT <ul><li>App Store Optimization </li></ul>
  10. 11. Use Keywords in App Name and Developer Name <ul><li>Use App Store Suggest to find app search keywords: </li></ul><ul><li>Popular apps of the moment e.g. the top 100 charts </li></ul><ul><li>All time popular apps - the all time most popular and big iphone app brands </li></ul><ul><li>Major PC-based online brands such as myspace, facebook, youtube and so on </li></ul><ul><li>Generic keywords like &quot;fun&quot; or &quot;sex“ </li></ul><ul><li>iPhone specific keywords such as &quot;lite&quot; </li></ul>
  11. 12. Use Keyword Field and Increase Keyword Density <ul><li>App search engines have primitive ranking algorithms </li></ul><ul><li>Irrelevant in web search, not in App Search </li></ul><ul><li>Keywords imited to 255 characters in Apple’s App Store </li></ul><ul><li>More than 20% density likely not human-readable </li></ul>
  12. 13. Follow the Leader <ul><li>Top Grossing Apps in App Store and Top 50 paid and free apps provide models for your future success </li></ul>
  13. 14. Integrate Facebook or Twitter Connect <ul><li>Facebook and Twitter are two of the most popular keywords in the app store </li></ul><ul><li>Facebook’s mobile site had 2.3 M unique visitors in Oct 2009 (Ad Planner) </li></ul><ul><li>Integrating connect makes app interactive while giving app developers legitimate claim to popular keyword </li></ul>
  14. 15. Offer a Lite or Free Version <ul><li>Free is the most frequently used keyword in app store suggest, followed by lite </li></ul>
  15. 16. MARKETING <ul><li>App Store Optimization </li></ul>
  16. 17. Encourage Users to Write Reviews <ul><li>Use Appirater App script to encourage loyal users to review app </li></ul><ul><li>Trade apps for reviews at sites like Fuel My App </li></ul>
  17. 18. Promote the App on Mobile/Desktop Site <ul><li>Promote your brand where your users are </li></ul><ul><li>Use text to be found in desktop and mobile engines </li></ul>
  18. 19. Increase Downloads with AdMob App Exchange <ul><li>Free way to enable app discovery and downloads: </li></ul><ul><li>http://www.admob.com/exchange/ </li></ul>
  19. 20. Alert Relevant Communities Community Type URL Directories http://mjelly.com/apps , http://www.apple.com/webapps/ Blogs http://www.appleiphoneschool.com/ Review sites http://iphoneapplicationlist.com/ Tech Blogs http://www.computerworld.com/s/article/9134636/Review_5_free_apps_that_make_project_management_easier_ Twitter http://twitter.com/search/users?q=mobile+app&category=people&source=find_on_twitter
  20. 21. Optimize with Mobile App Analytics
  21. 22. Further Reading <ul><li>How to SEO for Apple’s App Store </li></ul><ul><li>http://searchengineland.com/how-to-seo-for-apples-app-store-18063 </li></ul><ul><li>12 Ways to Improve Your iPhone App Ranking </li></ul><ul><li>http://blog.mjelly.com/2009/10/iphone-appstore-seo.html </li></ul><ul><li>Apple: Designing Content </li></ul><ul><li>http://developer.apple.com/webapps/designingcontent.php </li></ul>
  22. 23. THANK YOU! <ul><li>BrysonMeunier.com/SES </li></ul>

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