App Stores SEO
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Found this in my drive, it was an old presentation (SMX Melbourne 2011), but when I go through it, this presentation is still relevant to today's practice. Get the basics right when you launch an app.
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App Stores SEO
- 1. The Future of Search
- 2. App Store SEO Ophenia Liang Nov. 2011
- 3. Content • • • • • App Stores market landscape Mobile users Entrances to your App 8 SEO tips for Apps Wrap-up
- 4. App stores market landscape •The rapid raise of Android • iOS steady growth Data source: comScore Report June 2011
- 5. App stores market landscape Australia, 2011 Quarter 1 • Apple – close to 40% market share • Android – near 30%, expected to be same as Apple at the end of 2011 • Symbian – down to 22% Source: IDC Australia
- 6. Mobile Users • More percentage of Australians use smart phones across age groups • Development implications
- 7. Mobile Users • It is competitive, but not impossible.
- 8. Entrances to your App
- 9. 8 Tips for App Store SEO
- 10. Tip 1: Make a good App Fast track to top ranking... •What problems are you solving for users? •Is the user experience good enough? •Who are the competitors in your category? •What are the existing apps in this space? •How can you be better than them?
- 11. Tip 1: Make a good App Case study: Sketchy
- 12. Tip 2: The basics are the same, yet different • App stores are search engines • SEO principles are the same • Keywords are important • Different algorithms • Ranking factors are different
- 13. Tip 3: Ranking factors • App Title • Category • Keywords • Description • Number of Downloads • User Ratings • Filters in search • and more...
- 14. Tip 4: SEO elements for iTunes App Store and Android Market Place Ranking factors iTunes App Store Android Market Place App Title Most important Most important App Description Does not show up in app search results Appears in search results Keywords submitted Relevant in search No such option Category Important Important Developer name Relevant None Downloads & Rating Important Important Semantic Understanding None Yes
- 15. Tip 5: Keyword research • Pick the most relevant keyword to your app • Emphasise your unique selling point • Select keywords which give you the edge • Be aware of word limits in title
- 16. Tip 5: Keyword research Case study: Maserati
- 17. Tip 5: Keyword research Case study: Maserati
- 18. Tip 6: Optimise your App store page towards search engines • Google index iTune App Store pages & Android Market Place • App description contains the most keywords • The keywords you submit to iTune App Store won’t be feed into the page meta tag • User ratings will be feed into Google search result • The first 165 character in Android App description matters • Building links to your App Store/Market Place page
- 19. Tip 6: Optimise your App store page towards search engines Case: Pulse News
- 20. Tip 7: A strategy is essential • Uploading an app is not the end of story • Plan a marketing strategy before you enter app stores
- 21. Tip 7: A strategy is essential
- 22. Tip 8: Keep other factors in mind •Country and language variance • App page displays differently on phones and computer • Tablets are raising • Social media plug-ins
- 23. Resources Good read • App Savvy, by Ken Yarmosh • Ourmobileplanet.com Analytics tracking AppFigures Experts to follow Cindy Krum Reseo
- 24. Taking away... • A good app sells itself • Spend time on deciding the App Title • iTune App Store & Android Market Place have different rules • Optimise the app store page towards search engines • Prepare a marketing strategy
- 25. Thank you. Ophenia Liang Nov. 2011
Editor's Notes
- Who are we? What we do.
- What are the players in the app store market? The rapid raise of Android iOS steady growth What’s the percentage and what does this mean to marketers? You are competing with apps from all countries.
- 12.74 million mobile phones were sold in 2010, 57% of them were smartphones. “Apple now holds close to 40% market share, up almost 10% Q/Q. Android, in second place, holds nearly 30% of the market, and Symbian has plunged to third with 22% of the smartphone market... The weakness in Symbian and slow initial growth of Windows Phone are providing a stimulus for iOS and Android, which will battle head to head for the top spot in 2011.”
- Ask the audience at the back whether they can see. How many people use smartphone? In Australia? How do they use their phone? Usage leads to app development too.
- Explain the bars by colour (the tiffany joke) Australians use apps in a similar way as UK and US. How to make it to the top 25 of apps in a user’s phone, moreover, how to be the top 9 apps being used, and the top 10 been purchased? Fb and twitter taken places of 9. Consumer consideration set
- Firstly, let’s look at how users get to your app... Explain each channel
- The number 8 joke
- What is a good app: Debug Quality UI Stand out in the category Support Value to user Deliver what you promised
- Featured: great apps hand-picked by the Android Market team Top Free: popular free apps of all time Top New Free: popular free apps less than 30 days old Top Paid: popular paid apps of all time Top New Paid: popular paid apps less than 30 days old Top Grossing: applications and games generating the most revenue, including app purchases and in-app payments Trending Apps: apps showing a hockey stick growth in installs in the last 24 hours Editors' Choice Apps: Some of the very best apps available for Android, chosen by the Android Market team Top Developer: Some of the very best developers on Android Market, chosen by the Android Market team
- It’s about relevancy, type a car won’t get a bra.
- App title: Most important, feed into app store page url as well Mind the character limits, only 30 characters can be seen in apple instant search, Category: most logical & least competitive one, Keywords: what is your unique selling point? Who is your audience? File sharing: fast? Easy? Description: write for users, important for conversion, Pay attention to where the words will be truncated,. (word limits in apple store and android market, 30 for title, 4000 for descprition); not important in search within app store, but will be read by search engine robots. Number of download and user ratings affect search ranking in app store Filters in search create more variance of search result
- Title: cant be changed for apple, can be edited for android Rating will show up in google search too Sample: Singular & plural Car n cars
- Can’t use “catering” for a dictionary app What value does your audience look for? What is in the market and what is not yet in? “official”, “free” Not sure about “cheap”, bad brand association.
- App title been feed into URL, very good for seo “official” & “free”
- No. 1 ranking on both search engine and app store instant search
- Google and Bing index iTune App Store pages & Android Market Place Can’t control the meta keywords and description of your apple app page. Only up till “app name, developer, primary category, secondary category”. App description contains the most keywords The keywords you submit to iTune App Store won’t be feed into the page meta tag User ratings will be feed into Google search result The first 165 character in Android App description will become the App page meta tag content Building links to your App Store/Market Place page helps
- 60 backlinks for market place page, 5 for itune app store page. Brand domainance Choice for users to increase conversion rate
- Daniel Cornor joke Free for limited time Free version Top New Free: popular free apps less than 30 days old Top Paid: popular paid apps of all time Top New Paid: popular paid apps less than 30 days old Top Grossing: applications and games generating the most revenue, including app purchases and in-app payments Trending Apps: apps showing a hockey stick growth in installs in the last 24 hours
- Right day to launch: Thu & Friday for Utility, Weekend for entertainment/games Link building: create contents outside of app store, like a video, a blog, get on to app review sites Social media: twitter yourself, get a facebook page before your fans get it for you. Facebook ads if you are desperate. Discount for limited time: create topic in social environment, generate large amount of downloads in short time. For example: gameloft
- phone without update date, desktop itune has no stars In 13 of the 15 markets, Apple captured at least 95 percent of the tablet market, while Android tablets accounted for most of the remaining tablet share. In app share/like button
- Useful or not joke.