1.
Ios 6 and iphone 5
App discoverability:
What changed?
What Can you
do about it?
By searchman.com
September 25, 2012
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 1

2.
In ios6, “categories” are hidden and harder to access
ios 5: “Categories” in menu
ios 6: “categories” hidden
2
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.

3.
“Categories” also harder to use in ios 6. here’s ios 5
3rd
2nd
1st
In ios-5, only 3 taps needed to access an app
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 3

4.
Compare “Categories” in the last slide to ios 6 below
2nd
3rd
4th
5th
1st
In ios-6, five taps needed, Almost 2x as much as ios 5
4
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.

5.
What else? Genius debuts, “search” stays on main menu.
X
Old: ios 5 – “Search”
New: ios 6 – “Search”
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 5

6.
Search is biggest driver of app discovery…nielsen
Search vs. In-App Ads
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 6

7.
Wait. have We seen this movie before?
Old: ios 5 “categories”
New: ios 6 “search”
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 7

8.
But Ios6 Search: from 25 apps/page à1 app/page. Jeez!
AppStore Search: ios5 à ios6
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 8

9.
Opportunity: enter “top 10” in search…and beat zynga
n Users likely to search longer kw phrases to get best results
n Competing with zynga on “poker” may get you nowhere
n but competing for less competitive longer kw phrases works
Category Ranking Search Ranking
App Games – Casino
"poker" "poker casino"
(Top Grossing)
21-in-1 Casino and
Sportsbook #212 #50 #1
Poker by Zynga #2 #1 #4
as of Sep 23, 2012. iphone, US appStore.
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 9

10.
On the web, 70% of search queries are long tail. Why?
n Users get better search results with descriptive queries
n Marketers see better conversion & face less competition
70% of search traffic
10

11.
7 step to-do list to grow discoverability in “search”
1. Study kw rankings & competitors’ kw’s thoroughly
2. Create & fine-tune a shortlist of longtail kw phrases
3. Description: include all your shortlisted keywords in
your upgraded app description
4. Itunes kw’s: select the strongest set of keywords and
deploy within the 100 character limit (incl. commas)
5. App name: select the 2 or 3 critical keywords you will
include in your app name
6. Submit to apple
7. Rinse, Go back to step 1, repeat
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 11

12.
Thanks for your time
more in-depth guides at
searchman.com/how-it-works/
Search the App Store on SearchMan
it’s more productive than hanging out on Facebook
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 12