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Pubcon 2015 – Mobile and App Store Optimization – Dave Lloyd


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In our mobile-first era, having a great app is not enough to influence your customer base and generate revenue. Just as adding keywords and writing a description is not enough to improve findability. By taking a systematic approach to optimize your team’s apps through strategic alignment and better collaboration, you can build your brand, boost your app’s value, and limit retrofitting. This session will cover app store optimization best practices related to keywords, titles, ratings, reviews, descriptions, images, and engagement variables like download quantity or velocity.

Published in: Mobile

Pubcon 2015 – Mobile and App Store Optimization – Dave Lloyd

  2. 2. #pubcon @davelloyd1 Dave Lloyd 15 years in Search & Digital Marketing Global team delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products Deliver industry best practices Drive KPI-focused results Showcase Adobe solutions
  3. 3. #pubcon Strategy App Optimization App Quality Results @davelloyd1 Key Message True optimization requires more than just app optimization
  4. 4. #pubcon GLOBAL APP TRENDS @davelloyd1
  5. 5. #pubcon GLOBAL APP TRENDS @davelloyd1 App Downloads by Store Q2 2015 (US ) App Revenue by Store Q2 2015 (US )
  6. 6. #pubcon GLOBAL APP TRENDS App Stores Download Share 2014 (Global) App Stores Revenue Share 2014 (Global)
  7. 7. #pubcon APP INDEXING AND GOOGLE NOW ON TAP Android – 2 years in market iTunes – May 2015 @davelloyd1
  8. 8. #pubcon iOS 9 APP INDEXING @davelloyd1 Support HTTP deep links Add the App Indexing SDK Check your implementation Enhance your search performance Support Deep Links Publish Deep Links Test implementation Measure performance GOOGLE DEEP LINKING
  10. 10. #pubcon App Production App Dev Social Localization Mobile Strategy BU Paid Media Store Team UI Executives Product Marketing Analytics Web Production IT Social Global Teams (Loc) Web Strategy/ Mobile BU & Content Owners Paid & Search Media Store Team UI Executives Product Marketing Analytics @davelloyd1
  11. 11. #pubcon CHALLENGES AND SOLUTIONS Strategy App Quality Optimization Results Inconsistency with brand strategy & plans Poor Quality Poor Reviews and Ratings Just launch & optimize later Poor keywords, images, and descriptions Inconsistent Data KPIs not agreed upon Clear mobile brand story Best-in-class marketing practices Guide app launch & EOL Paid media investment App dev best practices Provide app developers Ratings & Reviews feedback ASO & marketing performance Process improvements Agree on success metrics Create & deliver KPI scorecard @davelloyd1
  12. 12. #pubcon APP PORTFOLIO MANAGEMENT Clean, visually unique icons Clear value differentiation for apps that compete in category Consistent Category definition for app placement @davelloyd1
  13. 13. #pubcon APP RANKING FACTORS 1. App Category (keyword) 2. App Publisher (keyword) 3. App Title 4. Ratings (quantity) 5. Ratings (score) 6. Keywords (visible only in iTunes CMS) 7. Download quantity 8. Download velocity 9. App uninstalls * 10. Engagement * 11. External links * 1. Description 2. Reviews 3. Images 4. Preview video * * = Google Play only Search FactorsConversion Factors @davelloyd1
  14. 14. #pubcon APPLE iTUNES Vs. GOOGLE PLAY Apple Google Keyword Field Description Impacts Rank Images Up to 5 Up to 8 Social and +1 Signals External Linking App Engagement Metric @davelloyd1
  15. 15. #pubcon KEYWORD RESEARCH Gather Product & Marketing teams Review competitors Ideate Generate KW ideas Evaluate volume, opportunity, and relevance Decide Review & reduce Select keywords @davelloyd1
  16. 16. #pubcon iTUNES KEYWORD PROPERTY Brand Terms & Phrases for highest search relevance Keywords aligned with Product & Marketing teams100 character keyword limit Ordered in priority to support localization image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour @davelloyd1
  17. 17. #pubcon DESCRIPTION Compelling first sentence UVP – Unique Value Proposition @davelloyd1
  18. 18. #pubcon DESCRIPTION @davelloyd1 Authoritative 3rd party reviews (if you have them) Features & Benefits
  19. 19. #pubcon IMAGES REFLECT BOTH FEATURES & BENEFITS @davelloyd1
  20. 20. #pubcon RATINGS & REVIEWS Check your lowest ratings Identify patterns in Review comments Share feedback with product dev team @davelloyd1
  21. 21. #pubcon LOCALIZATION PROCESS Language Translation Localization English Extract Japanese 抽出 エクストラクト Norwegian Trekk ut Extract Polish Wydziel Wydzielanie Finnish Erota poimi Russian Извлечение Извлечь App Content Optimized Content localization Geo team reviews ASO team validates App Launch Translation vs. Localization (context & culture) Keyword localization should be per geo @davelloyd1
  22. 22. #pubcon ENTERPRISE TOOLS TO USE Comprehensive data Strong visual reporting Reviews aggregation & analysis Easy data extraction Global visibility Keywords Competition Trends KPI Analysis Integration with iTunes Store data VALUE OF TOOLS @davelloyd1
  23. 23. #pubcon RANKING & COMPETITOR QUANTITY @davelloyd1
  24. 24. #pubcon RATINGS & REVIEWS Quantity of 1-5 Ratings and verbatim Review comments By Country, Rating #, and App Version @davelloyd1
  25. 25. #pubcon VISIBILITY SCORE App Optimization update VisibilityScore Keyword Volume Keyword Rank= XVisibility Score @davelloyd1
  26. 26. #pubcon DOWNLOAD VOLUME & VELOCITY 75% increase in daily downloads App update, including ASO Download trends by country @davelloyd1
  27. 27. #pubcon THE NEAR AND FAR FUTURE Internet of Things market will sell more than PC, tablet, and phone markets combined Apple Car Play and Google Android Auto are both in development Apple acquired Metaio, an Augmented Reality startup Google's I/O conference included Cardboard, a mobile Virtual Reality platform Google led a $500 million investment in Magic Leap, an AR company Facebook's Oculus Rift debuted the VR film Henry Microsoft HoloLens is now a fully untethered holographic computer @davelloyd1 Mobile App usage will soon overtake Mobile Web usage Google’s Now on Tap indexes app content frequently Wearable Technology Anonymous app usage (Whisper and Kik) Personalized & geo-targeted push notifications (e.g. Beacon)
  28. 28. #pubcon Align to brand strategy User experience across platforms More resources put toward apps Agree on media plan and budget STRATEGY PRACTICAL TAKEAWAYS @davelloyd1
  29. 29. #pubcon Educate on app best practices Review in-app user experience Improve Ratings & Reviews feedback loop with app developers APP QUALITY PRACTICAL TAKEAWAYS @davelloyd1
  30. 30. #pubcon Update keywords Control: App Name, Keywords, Title, Category, Description, Images, Video Influence: Ratings, Reviews, Download Velocity OPTIMIZATION PRACTICAL TAKEAWAYS @davelloyd1
  31. 31. #pubcon Align on success metrics Create & deliver KPI scorecard Focus on in-app customer engagement DATA AND RESULTS PRACTICAL TAKEAWAYS @davelloyd1
  32. 32. #pubcon Strategy App Optimization App Quality Results @davelloyd1 Key Message True optimization requires more than just app optimization
  33. 33. THANK YOU @davelloyd1 #pubcon