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Google Play Android App Store Optimization

Learn app store optimization (ASO) for Google Play/ Android with this in-depth presenatation covering all you need to know.

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Google Play Android App Store Optimization

  1. 1. © Business of Apps 2014 | Soko Media Ltd. 1 APP STORE OPTIMIZATION ON iOS LIVE WEBINAR
  2. 2. © Business of Apps 2014 | Soko Media Ltd. 2 Webinar Aims • To introduce you to App Store Optimization and to provide a framework for understanding how it works and why it matters in the mobile marketing mix. • To give you practical and easy to understand advice about how to improve your ASO performance on Google Play. • To gather feedback from the audience about areas of concern or interest, answering questions in the webinar where possible and on the site in general. App Store Optimization Live
  3. 3. © Business of Apps 2014 | Soko Media Ltd. 3 About your host • George is Chief Content Officer at The Business of Apps. • George worked as Head of Editorial Content for MagicSolver.com for two years, helping the company launch dozens of apps on a global stage. • He also works as Events Editor for Pocket Gamer Biz and runs his own mobile focused blog at mobilemavericks.eu. Twitter: @GeorgeOsborn
  4. 4. © Business of Apps 2014 | Soko Media Ltd. 4 Understanding ASO1
  5. 5. © Business of Apps 2014 | Soko Media Ltd. 5 App Store Optimization (ASO) definitions “App Store Optimization, or ASO for short, is the art of altering your app store title and its keywords to gain a higher ranking in search results on the App Store.” Dan Counsell, award winning iOS developer who created Clear “App Store Optimization means everything that helps your app being more visible in app stores.” Johannes Borchadt, inventor of the term ASO in 2009 “A fair amount has been written about search optimization for the App Store – that is, the practice of getting your app to rank higher for certain search terms when someone is browsing the app store.” Meaghan Fitzgerald, CMO at 23 Snaps
  6. 6. © Business of Apps 2014 | Soko Media Ltd. 6 ASO covers two main areas Metadata and external factors determined by the App Store that drive the search engine. • On Page Factors – keywords, app name and other relevant metadata that the marketer controls. • Off Page Factors – download numbers, user ratings etc These factors drive search to your app. Algorithm Factors Marketing assets that are uploaded with the app to help sell it to consumers. • App Description – editorial to sell the app. • Screenshots and Icons – images to draw users in. • Promotional graphics • Youtube trailer These factors convert views into installs for your app Conversion Assets
  7. 7. © Business of Apps 2014 | Soko Media Ltd. 7 How Does ASO Directly Help You? It brings you a higher quality of user It brings free downloads in good numbers to your title It increases the visibility of your app in the store1 2 3
  8. 8. © Business of Apps 2014 | Soko Media Ltd. 8 Curation and charts play a big part in the Google Play ecosystem Curation Driven UA Driven
  9. 9. © Business of Apps 2014 | Soko Media Ltd. 9 Searching in Google Play easier than App Store but still problems
  10. 10. © Business of Apps 2014 | Soko Media Ltd. 10 ASO Increases Downloads A case study from MobileDev HQ saw a game developer increase downloads nine fold simply by changing their keywords and app name. Source: MobileDevHq
  11. 11. © Business of Apps 2014 | Soko Media Ltd. 11 ASO brings in engaged users with a similar quality level to purchased users. Source: Localytics
  12. 12. © Business of Apps 2014 | Soko Media Ltd. 12 On Page Factors2
  13. 13. © Business of Apps 2014 | Soko Media Ltd. 13 On Page Factors In Action App Name Developer Name App Icon Screenshots & Video Description (more below the line)
  14. 14. © Business of Apps 2014 | Soko Media Ltd. 14 On Page Factors In Action App Price Downloads & Review Scores Official Approval Keywords throughout the listing
  15. 15. © Business of Apps 2014 | Soko Media Ltd. 15 On Page algorithm factors Factor Description Importance App Name The name of the app listed on the store e.g. “Angry Birds” Keywords Keywords spread throughout the app description and other meta data e.g.”puzzle” Category The category of app that you believe your app fits into e.g. “Games”, “Lifestyle” Developer Name The name of your studio e.g. “Rovio” In App Purchase Names The names that are given to any in app purchases you provide in app e.g. “megabucks” or “remove ads”
  16. 16. © Business of Apps 2014 | Soko Media Ltd. 16 Key principles for strong keywords Keywords work in a way more similar to SEO Engine driven by phrases and semantics Only top 250 results rank – aim for long tail 1 2 3
  17. 17. © Business of Apps 2014 | Soko Media Ltd. 17 Keyword theory in practice Example: Navigation App A company are producing a hill walking navigation app and are looking to release it on the market. After some investigation, they see the following results “Navigation App” = 250 hits “Which is the best hill walking app” = 191 hits
  18. 18. © Business of Apps 2014 | Soko Media Ltd. 18 Top Tips for Keyword Research Use your common sense Research with a keyword tool or keyword planner Search social media to look at the consumer language Use your imagination to increase your options 1 2 3 4
  19. 19. © Business of Apps 2014 | Soko Media Ltd. 19 Case Study: Photography App App Mission Statement A new photography app is launching and wants to reach as broad an audience as possible. This is their first app and they want to make it as successful as possible. Step 1: Brainstorm Ideas • Look at the main aim of the app and consider what kind of instant reactions you have to the subject matter. • For our case study, terms like photography, photo, camera, filter, lens will be the kind of terms that associate obviously. • It is very simple to do this for any other app and it is a good first step to getting your keywords sorted.
  20. 20. © Business of Apps 2014 | Soko Media Ltd. 20 Using Keyword Planner Step 2: Research Terms • Familiar to many who use Ad Words/SEO research, it allows you to enter terms and discover related phrases. • To make it more effective, you can add qualifications to your search (category, negative keywords etc) to help out. • Can also use specialist keyword tools to identify keywords used by rivals or that are good for your app.
  21. 21. © Business of Apps 2014 | Soko Media Ltd. 21 Look for good words to pick out Following Words Produced from research included ‘Popular’, ‘Editing’ ‘Panoramic’, ‘Image’, ‘Suite’ and ‘Gallery’.
  22. 22. © Business of Apps 2014 | Soko Media Ltd. 22 Social media as inspiration • While it can be hard to know what to look for, Social Media is another good place for trying to find search phrases. • For our photography app, one phrase has been dominating since the Oscars in particular – ‘selfie’. • Twitter and Facebook are the main places to search, other sites depend on their fit with app theme (Pinterest good for creatives) Social Media Research
  23. 23. © Business of Apps 2014 | Soko Media Ltd. 23 Keyword research shortlist Time to select your keywords Keyword Research Results Common Sense Keyword Planner & Social Media Imagination Photo, Filter, Lens, Camera, Photography, Snap, Shoot, Picture, Portrait, Landscape Image, Editing, Studio, Gallery, Tool, Suite, Popular, Panoramic Selfie, Groupie Lomography, SLR, Touching Up, ‘Photo Shopping’
  24. 24. © Business of Apps 2014 | Soko Media Ltd. 24 Top Tips For Using Keywords Use your most important term in the title Mention important keywords up to 5 times at most Mention less important keywords 2 or 3 times at most Write naturally within the description 1 2 3 4
  25. 25. © Business of Apps 2014 | Soko Media Ltd. 25 The final result: Keywords allocated App Name: Photo Editor: Your All In One Photography Tool Essential Keywords: Photo, Photography Other terms: Picture, Studio, Gallery, Selfie,Image, Quality, Picture, Editing, Camera, Filter Offers lots of depth and will produce relevant results throughout the store.
  26. 26. © Business of Apps 2014 | Soko Media Ltd. 26 Examples of keyword tools Service Their Pitch Website “MobileDevHQ is the leading enterprise organic app marketing platform.” https://www.mobiled evhq.com “Perform App Store SEO, track your competitors, check out popular keywords, dispense your apps' promo codes effectively.” www.appcodes.com “App Marketing made simple. Market Intelligence that apps can't live without.” https://sensortower. com “App getting lost in the crowd? We’ll help you to stand out” http://app- promo.com
  27. 27. © Business of Apps 2014 | Soko Media Ltd. 27 Choosing categories: Weather App A weather app is being released and the developers need to choose a category. After filtering the categories, they discover the following categories and their market share. Weather - 0.38% Utilities - 5.36% Reference - 2.75% News - 2.54% After thinking about the context in which most people discover weather forecasts (from News), they choose these categories: Primary = Weather Secondary = News
  28. 28. © Business of Apps 2014 | Soko Media Ltd. 28 Off Page Factors3
  29. 29. © Business of Apps 2014 | Soko Media Ltd. 29 Off Page factors explained Factor Description Apple’s Aim Problems they cause you Engagement Opens/Reopens of an app Install/Uninstall of the app Show user engagement with an app A user decides whether they are engaged or not, even if you use push notifications Download Numbers The number of downloads an app has generated during its lifetime and over a period of time (download velocity) Demonstrable historic value as well as current popularity. Competition with UA heavyweights User Reviews The score that users have given to your app. A quality control measure. Users often use reviews to vent, rather than critique
  30. 30. © Business of Apps 2014 | Soko Media Ltd. 30 There are three ways you can improve your Off Page ASO performance Integrate social media to drive virality and engagement Purchase quality users to boost your downloads Use rate and review pop ups to boost your reviews 1 2 3
  31. 31. © Business of Apps 2014 | Soko Media Ltd. 31 Three reasons to integrate social media deeply within an app It can help to aid word of mouth discovery and virality It can increase an app’s functionality It can help engage users for longer
  32. 32. © Business of Apps 2014 | Soko Media Ltd. 32 UA techniques: good and bad • Gaining organic users through search optimization. • Using word of mouth and social media integration to generate natural interest. • Purchasing advertising within reputable ad exchanges, networks and websites (Facebook). • Cross promotion with developers and brands. White Hat • Using bot farms to buy fake installs. • Purchasing large quantities of incentivized users for the purpose of bursting up the charts. • Using platforms banned by Google Play • Failing to return investment – not black hat but important all the same! Black Hat ✔ ✔ ✔ ✔ ✕ ✕ ✕ ✕
  33. 33. © Business of Apps 2014 | Soko Media Ltd. 33 Improve Reviews: Make a great app Difficult to define precisely what a quality app is, but you can usually identify quality when you see it…
  34. 34. © Business of Apps 2014 | Soko Media Ltd. 34 Make a great review pop up A good pop up or rate and review form can alert you to criticism AND help you to get a higher proportion of good reviews for your app. Are you enjoying using the app? Please leave us a nice review We’re sorry to hear that – please leave us feedback Feedback emailLeave Review “Yes, I am enjoying it” “No, I’m not enjoying it”
  35. 35. © Business of Apps 2014 | Soko Media Ltd. 35 Conversion Assets4
  36. 36. © Business of Apps 2014 | Soko Media Ltd. 36 How conversion assets work App Store Assets filter users through to download or away from the app Traffic from search, social media, UA etc goes into the funnel Installs the app Doesn’t Install
  37. 37. © Business of Apps 2014 | Soko Media Ltd. 37 Conversion assets identified App Icon Screenshots (up to 5) & video Description (more below the line)
  38. 38. © Business of Apps 2014 | Soko Media Ltd. 38 Key conversion asset rules First impressions matter Design conventions change regularly Brevity is the soul of success on the App Store 1 2 3
  39. 39. © Business of Apps 2014 | Soko Media Ltd. 39 App Icons: Your icon, in context
  40. 40. © Business of Apps 2014 | Soko Media Ltd. 40 Bringing character to your icon Examples • Character and characters create recognition for your app. • When combined with broader branding around the company/app, they can instantly sell strengths. • Icons can only communicate small amounts of information; character design circumvents that. • Character creates a mental shortcut for users. Why character matters
  41. 41. © Business of Apps 2014 | Soko Media Ltd. 41 Other best practice for icons Best practice ✔ ✗ Follow the main design trends Avoid text on the icon Keep things simple, understandable and clear of clutter
  42. 42. © Business of Apps 2014 | Soko Media Ltd. 42 Screenshots: Your best foot forward Example- Duolingo • Screenshots are the dominant visual conversion asset for search results. • Each of the potential five screenshots needs to be as good as possible to capitalize on this. • First screenshot in particular needs to captures attention and sell the benefits of the app. • Duolingo – ‘Learn a language for free. Forever.’ – very strong. Make Screenshots Matter
  43. 43. © Business of Apps 2014 | Soko Media Ltd. 43 Show off your strengths Example - Bump Top Tips • List your main app features to find strengths. • Work out way to visually communicate them. • Bump a great example of using screenshots to show strength.
  44. 44. © Business of Apps 2014 | Soko Media Ltd. 44 Create an informative narrative Example – Swiftkey Note
  45. 45. © Business of Apps 2014 | Soko Media Ltd. 45 Top tips for App Store Descriptions Keep a friendly tone Inform Master the first line
  46. 46. © Business of Apps 2014 | Soko Media Ltd. 46 That’s all for now Sign up to the Business of Apps Save 50% on memberships to the Business of Apps today. Head to our website http://businessofapps.com and register for an account using promo code WEBINAR to get an exclusive $10 a month membership. Buying a premium membership gives you full access to all our courses, webinars and other exclusive content. Got any more questions? Get in touch: Email: hello@businessofapps.com Twitter: @BusinessOfApps
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Learn app store optimization (ASO) for Google Play/ Android with this in-depth presenatation covering all you need to know.

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