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How to implement SEO for Apps
      inside the App Store

Did you know ?	
56% of users find apps by searching the AppStore


                                                                                    by SearchMan.com

                   Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.               1
FAQ: Is Search Important?

Q   I thought nobody used App Store search. Is it
    really that important?

A   56% of users find apps by searching for them
              Ranking
                Search                                                          56%
        Word of Mouth
                        Ads
         News / Blogs

              Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   2
FAQ: How hard is App Store SEO?

Q   We are 2-person team, too busy building Apps.
    Doesn’t SEO take a lot of time?

A   Well, if you can afford to buy ads for $2-$3 per
    download forever, then forget SEO.
    
    But if not, you just need 3 minutes a day of
    tracking and tweaking. We will explain how.




               Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   3
FAQ: How many free downloads from SEO?

Q   I want to know how many incremental
    downloads we can get with App Store SEO.

    As these numbers are not made public by Apple, it is
A
    impossible to attribute search-results-driven downloads
    accurately at this time.
    
    But based on anecdotal feedback from developers, and
    by watching volatile changes in search rankings under
    many important keywords, it is clear that between 100’s
    and 1000’s of free, high quality, organic downloads a day
    are indeed possible when you improve Search Results
    visibility inside the App Store.
                 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   4
FAQ: Is Chomp integrated into the AppStore?

Q   Apple acquired Chomp for a reported $50M to
    improve AppStore’s search engine. Is it already
    integrated?

A   Yes it seems that way but so far, only affects the
    U.S. App Store.
    
    In other countries, the previous search engine
    seems to be still active.
    
                                                                                        (As of 07/29/2012.)



                Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.                          5
FAQ: How big is Chomp’s impact?

Q   What impact has Chomp had on AppStore
    search?

A   Much more volatility. Here’s what we have heard:
    “My app was #1 under a certain big keyword. After the change, my
    app is no longer #1 under the same keyword. I lost 90% of our
    downloads in the U.S.”	


    “Our app initially grew so nicely because of AppStore SEO. But after
    the change, our daily downloads decreased by 80%..”.	




                   Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   6
Ready to dive into App Store SEO?!
    …tips for the US Market!




       Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   7
What affects SEO in AppStore? (in U.S)
1. External review sites seem to now matter for SEO.
  Places	
                 Limitations	
                                            SEO Impact	
   Apple review	
  AppName	
                3-255 chars
                     Super high	
                           Y	
                           Apple’s suggestion: < 35 chars	
  iTunes Keywords	
        100 chars (incl. commas)	
                               high	
         Y	
  Description	
            No limit	
                                               low	
          N	
  External Review Sites	
 -	
                                                       Super high	
   -	

2. Total #ratings seem to matter.
  i.e. Ask your friends to rate your app!

3. “Freshness” of the app does not seem to matter much

                       Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.                   8
AppStore SEO Strategy (in U.S.)
1.  Assemble the entire list of keywords important for
    you.
2.  Put everything into your description (in a human
    readable form.)
3.  Sort the keywords ordered by the importance.
  1.  Pick up 1-5 most important keywords in your App
      Name.
  2.  Put as many as possible into your iTunes Keywords.
4.  Ask external app review sites (like 148apps) to
    write a review for your app.


            Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   9
3 simple steps for AppStore SEO




                              Track	



              Fix	
                                 Research	




        Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   10
Developer Best Practices?!
             !

    SearchMan analyzed how thousands of our
customers fix their SEO and we have outlined some
    of the best practices we are hearing about.



        Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   11
Split your task based on frequency

                                       Daily	

                                          Track	




                        Fix	
                               Research	



Before submitting a new version	
                                              Weekly	


                 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.    12
Before your start, prepare 2 lists

                           Keyword List 
   Keyword1	
                     Add keywords whenever you come up with a new
          Keyword2	
                                  idea of keywords.
   Keyword3	
                                  Grow this list as much as you can.



                           Competitor App List
  Competitor1	
                   Add Competitor app which you feel are competing
          Competitor2	
                                  against your app.
  Competitor3	
                                  Add to this list whenever you find a new competitor.
                                  Grow this list as much as you can.



                  Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   13
Daily: Track

        Track	
                           n Simply track search rankings across all
Fix	
                  Rese
                  arch	
                              
 
 Keywords	
 
x
 Competitors	
                                    
 

                           
                           n If you find new emerging competitors,
                              add to Competitors	




                             Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   14
Once a week: Research

        Track	
                           n Check the ranking trends of your app
Fix	
                  Rese
                  arch	
                              for all of 
 Keywords	

                           n Check all                     Competitors	
  
        in detail.

                           n If you find some keywords which Competitors	
                              are ranked better than your app, add
                              these keywords to 
                                                                                          Keywords	




                              Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.    15
Before submitting a new version: Fix SEO

        Track	
                           n By now you should have gathered all
Fix	
                  Rese
                  arch	
                              candidates keywords.

                           n Sort all Keywords	
 in the order you see
                              as important.

                           n Author your new Description, App
                              Name, iTunes Keywords.


                              Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   16
SEO Life (without SearchMan)

                              Daily 60 min	
        x	
                                          Track	




                        Fix	
                               Research	




                         x	
Before submitting a new version
                      5 hours	
                                                              Weekly 3 hours	
           x	
                 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.         17
Save your time with SearchMan

                              Daily 3 min	

                                          Track	




                        Fix	
                               Research	



Before submitting a new version
                                                              Weekly 15 min	
                        60 min	

                 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   18
Sign Up @ SearchMan.com to Start

                                                Free to start. No Credit Card.
                                                  founders@SearchMan.com



       Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   19
FAQ: How much is SearchMan?

Q   How much does it cost to use SearchMan?


A   It is freemium, i.e. sign up for free and pay if you
    like it.
    
    After free trial, it will only cost $20/app/mo to use
    full functions. (Of course, you can cancel anytime.)
    
    You can always use some limited functions for free.

               Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   20
FAQ: How awesome is SearchMan?

Q   Tell me why you are better than other services.


A   SearchMan tracks 650K apps * 1M keywords
    both for iPhone and iPad every single day.
    
    Therefore there’s no need to wait to access
    data.
    
    Our data is robust and we make keyword &
    competitor recommendations every day.
               Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   21
Thanks for reading.

                                                                          SearchMan.com



  Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.              22
Appendix!
SEO in markets outside the US where
Chomp has not been integrated yet…




       Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   23
What affects SEO in App Store? (outside U.S)
1. App Name seems to matter for SEO.
  Places	
            Limitations	
                                               SEO Impact	
   Apple review	
  AppName	
           3-255 chars
                                                Super high	
   Y	
                      Apple’s suggestion: < 35 chars	
  iTunes Keywords	
   100 chars (incl. commas)	
                                  high	
         Y	
  Description	
       No limit	
                                                  low	
          N	


2. “Freshness” of the app seems to matter too.
  i.e. Submit updates intermittently.

3. #DLs, #ratings might not matter that much.
  i.e. Indie developer apps have better chances in SEO!!

                      Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.               24
App Store SEO Strategy (outside U.S.)
1.  Assemble the entire list of keywords that are important for
    you.
2.  Track search results for these keywords to verify who you
    will be competing with.
3.  Put all words into your description (human readable = in
    sentences, not just a laundry list)
4.  Sort the keywords ordered by the importance.
   1.  Pick up 1-5 most important keywords and try to place them in your
       App Name.
   2.  Put as many as possible into your iTunes Keywords (100 character
       limit)
5.  Update your app as frequently as possible.


                  Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   25
Tips: How to choose your App Name
Good Example:	
 AppGrooves – App Discovery & Recommendations for Apps

     Human readable (not a spammy list), contains important keywords like
     “app discovery” and “recommendations”, and it makes sense.


Bad Examples:	
 AppGrooves
     Nobody searches by your brand name (unless you are Instagram!)

 AppGrooves, App Discovery, Recommendations, Apps

     Spammy. Apple might reject because of this AppName.




                Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   26

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How to improve App Store Search Rankings with Mobile SEO...for Beginners

  • 1. How to implement SEO for Apps inside the App Store Did you know ? 56% of users find apps by searching the AppStore by SearchMan.com Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 1
  • 2. FAQ: Is Search Important? Q I thought nobody used App Store search. Is it really that important? A 56% of users find apps by searching for them Ranking Search 56% Word of Mouth Ads News / Blogs Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 2
  • 3. FAQ: How hard is App Store SEO? Q We are 2-person team, too busy building Apps. Doesn’t SEO take a lot of time? A Well, if you can afford to buy ads for $2-$3 per download forever, then forget SEO. But if not, you just need 3 minutes a day of tracking and tweaking. We will explain how. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 3
  • 4. FAQ: How many free downloads from SEO? Q I want to know how many incremental downloads we can get with App Store SEO. As these numbers are not made public by Apple, it is A impossible to attribute search-results-driven downloads accurately at this time. But based on anecdotal feedback from developers, and by watching volatile changes in search rankings under many important keywords, it is clear that between 100’s and 1000’s of free, high quality, organic downloads a day are indeed possible when you improve Search Results visibility inside the App Store. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 4
  • 5. FAQ: Is Chomp integrated into the AppStore? Q Apple acquired Chomp for a reported $50M to improve AppStore’s search engine. Is it already integrated? A Yes it seems that way but so far, only affects the U.S. App Store. In other countries, the previous search engine seems to be still active. (As of 07/29/2012.) Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 5
  • 6. FAQ: How big is Chomp’s impact? Q What impact has Chomp had on AppStore search? A Much more volatility. Here’s what we have heard: “My app was #1 under a certain big keyword. After the change, my app is no longer #1 under the same keyword. I lost 90% of our downloads in the U.S.” “Our app initially grew so nicely because of AppStore SEO. But after the change, our daily downloads decreased by 80%..”. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 6
  • 7. Ready to dive into App Store SEO?! …tips for the US Market! Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 7
  • 8. What affects SEO in AppStore? (in U.S) 1. External review sites seem to now matter for SEO. Places Limitations SEO Impact Apple review AppName 3-255 chars Super high Y Apple’s suggestion: < 35 chars iTunes Keywords 100 chars (incl. commas) high Y Description No limit low N External Review Sites - Super high - 2. Total #ratings seem to matter. i.e. Ask your friends to rate your app! 3. “Freshness” of the app does not seem to matter much Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 8
  • 9. AppStore SEO Strategy (in U.S.) 1.  Assemble the entire list of keywords important for you. 2.  Put everything into your description (in a human readable form.) 3.  Sort the keywords ordered by the importance. 1.  Pick up 1-5 most important keywords in your App Name. 2.  Put as many as possible into your iTunes Keywords. 4.  Ask external app review sites (like 148apps) to write a review for your app. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 9
  • 10. 3 simple steps for AppStore SEO Track Fix Research Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 10
  • 11. Developer Best Practices?! ! SearchMan analyzed how thousands of our customers fix their SEO and we have outlined some of the best practices we are hearing about. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 11
  • 12. Split your task based on frequency Daily Track Fix Research Before submitting a new version Weekly Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 12
  • 13. Before your start, prepare 2 lists Keyword List Keyword1 Add keywords whenever you come up with a new Keyword2 idea of keywords. Keyword3 Grow this list as much as you can. Competitor App List Competitor1 Add Competitor app which you feel are competing Competitor2 against your app. Competitor3 Add to this list whenever you find a new competitor. Grow this list as much as you can. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 13
  • 14. Daily: Track Track n Simply track search rankings across all Fix Rese arch Keywords x Competitors n If you find new emerging competitors, add to Competitors Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 14
  • 15. Once a week: Research Track n Check the ranking trends of your app Fix Rese arch for all of Keywords n Check all Competitors in detail. n If you find some keywords which Competitors are ranked better than your app, add these keywords to Keywords Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 15
  • 16. Before submitting a new version: Fix SEO Track n By now you should have gathered all Fix Rese arch candidates keywords. n Sort all Keywords in the order you see as important. n Author your new Description, App Name, iTunes Keywords. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 16
  • 17. SEO Life (without SearchMan) Daily 60 min x Track Fix Research x Before submitting a new version 5 hours Weekly 3 hours x Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 17
  • 18. Save your time with SearchMan Daily 3 min Track Fix Research Before submitting a new version Weekly 15 min 60 min Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 18
  • 19. Sign Up @ SearchMan.com to Start Free to start. No Credit Card. founders@SearchMan.com Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 19
  • 20. FAQ: How much is SearchMan? Q How much does it cost to use SearchMan? A It is freemium, i.e. sign up for free and pay if you like it. After free trial, it will only cost $20/app/mo to use full functions. (Of course, you can cancel anytime.) You can always use some limited functions for free. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 20
  • 21. FAQ: How awesome is SearchMan? Q Tell me why you are better than other services. A SearchMan tracks 650K apps * 1M keywords both for iPhone and iPad every single day. Therefore there’s no need to wait to access data. Our data is robust and we make keyword & competitor recommendations every day. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 21
  • 22. Thanks for reading. SearchMan.com Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 22
  • 23. Appendix! SEO in markets outside the US where Chomp has not been integrated yet… Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 23
  • 24. What affects SEO in App Store? (outside U.S) 1. App Name seems to matter for SEO. Places Limitations SEO Impact Apple review AppName 3-255 chars Super high Y Apple’s suggestion: < 35 chars iTunes Keywords 100 chars (incl. commas) high Y Description No limit low N 2. “Freshness” of the app seems to matter too. i.e. Submit updates intermittently. 3. #DLs, #ratings might not matter that much. i.e. Indie developer apps have better chances in SEO!! Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 24
  • 25. App Store SEO Strategy (outside U.S.) 1.  Assemble the entire list of keywords that are important for you. 2.  Track search results for these keywords to verify who you will be competing with. 3.  Put all words into your description (human readable = in sentences, not just a laundry list) 4.  Sort the keywords ordered by the importance. 1.  Pick up 1-5 most important keywords and try to place them in your App Name. 2.  Put as many as possible into your iTunes Keywords (100 character limit) 5.  Update your app as frequently as possible. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 25
  • 26. Tips: How to choose your App Name Good Example: AppGrooves – App Discovery & Recommendations for Apps Human readable (not a spammy list), contains important keywords like “app discovery” and “recommendations”, and it makes sense. Bad Examples: AppGrooves Nobody searches by your brand name (unless you are Instagram!) AppGrooves, App Discovery, Recommendations, Apps Spammy. Apple might reject because of this AppName. Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 26