This document discusses optimizing apps for discovery through keyword research and implementation. It recommends starting with 500 potential keywords, narrowing to 50, and including keywords in titles, descriptions, links, and paid promotions. Tracking keywords over time with tools can help determine valuable phrases. Paid advertising can test keywords and calls to action, with installs defined as conversions. Website traffic should direct to app listings, not sites, with big obvious buttons. Getting natural links to optimized keyword pages can help rank on Google's first page over time. YouTube is also mentioned as a way to get views through related videos and engaged subscribers.
iOS 11: Key Things to Know + How to Prepare Your AppApptentive
Do you have questions about how Apple's iOS 11 affects your App Store ratings? We have answers!
We cover:
- An overview of Apple’s new ratings prompt and in-app feedback options
- What to think about and measure now that Apple will limit their ratings prompts to only three times per year
- Insight into how your efforts to activate evangelists are working and advice on how to refine outreach
- Details about Apptentive's latest iOS SDK (we’ve got you covered on all things iOS 11)
- Walk through Apptentive’s improved new Dashboard with tips on how to use the insights to improve the customer experience
Think Like Google; How Brand Drives SEO: UnGagged 2015 Las VegasJonah Stein
Do your eyes glaze over when you hear Google tell us to “Make great content”? Think your content is better than Stuff Placed Above Me (SPAM)? Want to know what really drives sustainable SEO positioning? Jonah will show you how to think like Google, what Brand really is and what makes something great content.
iOS 11: Key Things to Know + How to Prepare Your AppApptentive
Do you have questions about how Apple's iOS 11 affects your App Store ratings? We have answers!
We cover:
- An overview of Apple’s new ratings prompt and in-app feedback options
- What to think about and measure now that Apple will limit their ratings prompts to only three times per year
- Insight into how your efforts to activate evangelists are working and advice on how to refine outreach
- Details about Apptentive's latest iOS SDK (we’ve got you covered on all things iOS 11)
- Walk through Apptentive’s improved new Dashboard with tips on how to use the insights to improve the customer experience
Think Like Google; How Brand Drives SEO: UnGagged 2015 Las VegasJonah Stein
Do your eyes glaze over when you hear Google tell us to “Make great content”? Think your content is better than Stuff Placed Above Me (SPAM)? Want to know what really drives sustainable SEO positioning? Jonah will show you how to think like Google, what Brand really is and what makes something great content.
These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online.
Main points:
* How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness
* Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook
* Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page
Speaker: Jeff Snyder, Growth Marketer, When I Work
Depth: Intermediate to Advanced
Jeff Snyder, Growth Marketer at When I Work, will give you a first-hand look into how When I Work increased mobile acquisitions by over 1000% in a month. Think of this snippet like Mobile Acquisition 101 on steroids, where we’ll discuss:
The one simple tactic that doubled conversions with minimal impact on CPA
Surprising A/B test results and creative best practices
How to measure and attribute mobile installs and actions
The best networks for acquiring quality users (Hint: not all installs are equal!)
Turning installs into engaged users dying to give you their money
Where our campaign went right, wrong, and what we’ll do differently next time
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
Rider University SEO Presentation by Michael FleischnerMichael Fleischner
This presentation was designed for Rider University and delivered on November 13, 2013. The goal of the search engine optimization (SEO) presentation was to provide a basic understanding of organic search and fundamental explanation of organic ranking factors. During this presentation, students should learn: What organic search results are; factors that influence organic search results; the weight of organic ranking factors; techniques for optimizing websites and other digital assets.
#Imagine2016 @luckygirliegirl DIY SEO: Laying Your Own GroundworkChristina Aldan
This technical training will cover basic tasks for search engine optimiation such as on-page optimization, how to cross-promote products, how to suggest products, how to choose SEO titles, crafting descriptions and choosing keywords for eCommerce items. After this session, you will be able to research which keywords might perform best regionally or nationally and consider new SEO strategies.
#SEO #womenintech #speaker
Content Marketing for B2B: Aligning Storytelling to Lead GenerationDigital Vidya
Explore effective content marketing strategy for B2B businesses. Gain insights from webinar on 'Content Marketing For B2B: Aligning Storytelling To Lead Generation' led by Bianca Ghose, Global Head – Content Marketing, HCL Technologies.
Today’s search engines drive the vast majority of search efforts for automation products and services. A recent survey by Chemical Engineering showed that 94.9% of engineers find search engines very useful/useful. You know that means they’re starting their searches here. In this session, we will look inside several advanced search marketing topics, including the latest search engine optimization and pay per click tools, what’s new in Google Analytics, integrating search and social media, and the top mistakes and how to avoid them. The focus is on practical information that you can implement as soon as you get back to the office.
what good can come out of an application if it can't even reach the top of the search bar when typed in the correct keyword. Learn more at http://growthvalleys.com/mobile-app-marketing-in-india/
Parachute Digital are a Digital Marketing Consultancy in Sydney who offer strategic marketing services in the digital space but who also offers training for their clients, in this case Basic SEO training.
Search Engine Optimisation (SEO) is becoming increasingly important as part of the online marketing mix for businesses who want to be competitive in the search space but also to invest in digital marketing channels that offer long-term value, rather than only short term returns.
Parachute Digital provides SEO audits, SEO keyword research, SEO strategy and implementation plans and as part of that, key stakeholders require training. Obviously this Basic SEO training presentation is supposed to be given in person, but many of the basic info is still helpful for those looking for a structure to follow.
Competing in the Online Space by the Lab @ The NOLA Media GroupKevin Bekker, MBA
Within this presentation, three digital marketing experts (Kevin Bekker, Keith I. Marszalek, Jennifer Schuyler) share the most common mistakes they find when businesses attempt to market within the online space.
The team focuses on following:
-How to choose a website
-How to structure a Website
-Website page markup
-Local business listings
-Website tracking and analytics
-Content marketing (branded and SEO)
-Content distribution
-Paid & organic search
-How to play by the rules
-Uncovering search competitors
-Conquesting search competitors
-Social media
-Aggregating reliable news in social
-Social Influencers
-Social engagement
-Social rule of thirds
This presentation was created for the @IdeaVillage Media X Cohort dinner. Presented 3/14/18
@nolamediagroup
@kevinbekker
Demand Generation: Best Practice MethodsMonique Lees
What makes one landing page better than another? Learn to apply a critical eye to landing page design with this Best Practice Methods presentation.
From page formatting, to copy writing, CTA and imagery design, I share some of Unbounce Co-Founder Oli Gardners' top tips for creating engaging, high-converting landing pages.
I also demonstrate how Aamplify (www.aamplify.partners) are applying these methods with examples from three recent client campaigns.
Take a look and start applying some of these to your next digital marketing campaign.
Thanks to PlanPro, Certus Solutions and Frog Recruitment for allowing us to reference their content in this presentation.
PlanPro: http://planpro.co/
Certus Solutions: http://certussolutions.com/
Frog Recruitment: https://www.frogrecruitment.co.nz/
Keywords are an important part of Search Engine Optimization (SEO) internet marketing. This is a presentation that I gave at a local community college in Michigan.
In this presentation I am going to cover such topics, like:
What is a landing page
Types of landing pages
The Anatomy of a Perfect Landing Page
Landing Page Optimization. What to Test on Landing Pages
Measuring Landing Page Performance
SearchLove London 2015 | Philip Nottingham | Building a Social Video StrategyDistilled
The world of social video is becoming increasingly convoluted, with Facebook and Twitter having launched native video platforms within the last 12 months, but how should marketers’ approach react to this? Should YouTube be the main platform brands focus on, or should the others now take precedence? Phil will explain how you can work out where to invest, what works and why, and then explain how SEOs and those from a digital background have an inherent advantage in taking ownership of social video strategy.
Second part of presentation from AnDevCon V in Boston. Looks at parts of the marketing funnel that occur after the install and how to increase conversions.
These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online.
Main points:
* How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness
* Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook
* Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page
Speaker: Jeff Snyder, Growth Marketer, When I Work
Depth: Intermediate to Advanced
Jeff Snyder, Growth Marketer at When I Work, will give you a first-hand look into how When I Work increased mobile acquisitions by over 1000% in a month. Think of this snippet like Mobile Acquisition 101 on steroids, where we’ll discuss:
The one simple tactic that doubled conversions with minimal impact on CPA
Surprising A/B test results and creative best practices
How to measure and attribute mobile installs and actions
The best networks for acquiring quality users (Hint: not all installs are equal!)
Turning installs into engaged users dying to give you their money
Where our campaign went right, wrong, and what we’ll do differently next time
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
Rider University SEO Presentation by Michael FleischnerMichael Fleischner
This presentation was designed for Rider University and delivered on November 13, 2013. The goal of the search engine optimization (SEO) presentation was to provide a basic understanding of organic search and fundamental explanation of organic ranking factors. During this presentation, students should learn: What organic search results are; factors that influence organic search results; the weight of organic ranking factors; techniques for optimizing websites and other digital assets.
#Imagine2016 @luckygirliegirl DIY SEO: Laying Your Own GroundworkChristina Aldan
This technical training will cover basic tasks for search engine optimiation such as on-page optimization, how to cross-promote products, how to suggest products, how to choose SEO titles, crafting descriptions and choosing keywords for eCommerce items. After this session, you will be able to research which keywords might perform best regionally or nationally and consider new SEO strategies.
#SEO #womenintech #speaker
Content Marketing for B2B: Aligning Storytelling to Lead GenerationDigital Vidya
Explore effective content marketing strategy for B2B businesses. Gain insights from webinar on 'Content Marketing For B2B: Aligning Storytelling To Lead Generation' led by Bianca Ghose, Global Head – Content Marketing, HCL Technologies.
Today’s search engines drive the vast majority of search efforts for automation products and services. A recent survey by Chemical Engineering showed that 94.9% of engineers find search engines very useful/useful. You know that means they’re starting their searches here. In this session, we will look inside several advanced search marketing topics, including the latest search engine optimization and pay per click tools, what’s new in Google Analytics, integrating search and social media, and the top mistakes and how to avoid them. The focus is on practical information that you can implement as soon as you get back to the office.
what good can come out of an application if it can't even reach the top of the search bar when typed in the correct keyword. Learn more at http://growthvalleys.com/mobile-app-marketing-in-india/
Parachute Digital are a Digital Marketing Consultancy in Sydney who offer strategic marketing services in the digital space but who also offers training for their clients, in this case Basic SEO training.
Search Engine Optimisation (SEO) is becoming increasingly important as part of the online marketing mix for businesses who want to be competitive in the search space but also to invest in digital marketing channels that offer long-term value, rather than only short term returns.
Parachute Digital provides SEO audits, SEO keyword research, SEO strategy and implementation plans and as part of that, key stakeholders require training. Obviously this Basic SEO training presentation is supposed to be given in person, but many of the basic info is still helpful for those looking for a structure to follow.
Competing in the Online Space by the Lab @ The NOLA Media GroupKevin Bekker, MBA
Within this presentation, three digital marketing experts (Kevin Bekker, Keith I. Marszalek, Jennifer Schuyler) share the most common mistakes they find when businesses attempt to market within the online space.
The team focuses on following:
-How to choose a website
-How to structure a Website
-Website page markup
-Local business listings
-Website tracking and analytics
-Content marketing (branded and SEO)
-Content distribution
-Paid & organic search
-How to play by the rules
-Uncovering search competitors
-Conquesting search competitors
-Social media
-Aggregating reliable news in social
-Social Influencers
-Social engagement
-Social rule of thirds
This presentation was created for the @IdeaVillage Media X Cohort dinner. Presented 3/14/18
@nolamediagroup
@kevinbekker
Demand Generation: Best Practice MethodsMonique Lees
What makes one landing page better than another? Learn to apply a critical eye to landing page design with this Best Practice Methods presentation.
From page formatting, to copy writing, CTA and imagery design, I share some of Unbounce Co-Founder Oli Gardners' top tips for creating engaging, high-converting landing pages.
I also demonstrate how Aamplify (www.aamplify.partners) are applying these methods with examples from three recent client campaigns.
Take a look and start applying some of these to your next digital marketing campaign.
Thanks to PlanPro, Certus Solutions and Frog Recruitment for allowing us to reference their content in this presentation.
PlanPro: http://planpro.co/
Certus Solutions: http://certussolutions.com/
Frog Recruitment: https://www.frogrecruitment.co.nz/
Keywords are an important part of Search Engine Optimization (SEO) internet marketing. This is a presentation that I gave at a local community college in Michigan.
In this presentation I am going to cover such topics, like:
What is a landing page
Types of landing pages
The Anatomy of a Perfect Landing Page
Landing Page Optimization. What to Test on Landing Pages
Measuring Landing Page Performance
SearchLove London 2015 | Philip Nottingham | Building a Social Video StrategyDistilled
The world of social video is becoming increasingly convoluted, with Facebook and Twitter having launched native video platforms within the last 12 months, but how should marketers’ approach react to this? Should YouTube be the main platform brands focus on, or should the others now take precedence? Phil will explain how you can work out where to invest, what works and why, and then explain how SEOs and those from a digital background have an inherent advantage in taking ownership of social video strategy.
Second part of presentation from AnDevCon V in Boston. Looks at parts of the marketing funnel that occur after the install and how to increase conversions.
Presentation from AnDevCon V in Boston. Basics of marketing for independent app developer. Explains concepts of marketing funnel, conversion, and keyword research. Includes choosing and evaluating an idea and getting the app discovered through the Google Play store.
What You Do For Your Business Online Matters - Part 2hotdogpr
Search Engines drive 94% of all website traffic. And drumroll please . . . 94% of that search engine traffic is Google. 90% of searchers haven’t made up their mind about a brand when they start their search, and 50% of people are more likely to click on a brand name if that brand name shows up more than once in a search result. This is Part Two of a two-part presentation.
It is very important to understand SEO before you embark on Paid advertising and PayPerClick (PPC) campaigns. The presentation helps you if:
- You struggle with the understanding SEO?
- You wonder how SEO affects your business and your site?
Whether you're a seasoned SEO veteran looking to brush up on some basics or a business owner who just got their first site up yesterday, we'll go over all the main points that you need to hit to get more traffic to your site from Google.
We'll be going over:
Local Business Listings
On Site SEO
Basic Competitive Research
Social Media
Originally given on October 2013 at a Seattle SEO Network meetup.
8 Keys to Ranking Well in Google Search ResultsBrad Smith
Want to rank well in Google search results? Here are 8 steps that staffing and recruiting firms (and all businesses) can take to rank well in search results and generate more leads.
The Sales and Marketing Executives of Cleveland hosted a workshop on search engine optimization in March 2012. The workshop was presented by Scott Mowery, Search and Online Marketing Manager for Cleveland Clinic.
SEO for Online Startups - Small Business Festival Victoria 2015Optimising
A beginner's guide to search engine optimisation, including on-page SEO, off-page SEO, keyword selection, link building and local SEO. Originally presented by Melbourne SEO agency Optimising.com.au at Small Business Festival Victoria on 12th August 2015.
If you are new to Adwords and are trying to create a business case for the platform, this presentation gives you a starting point for how to view Adwords as another shopfront. It also gives insights into how to create a case for adding business value.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
2. Agenda
• About search
• Keyword Research
• Optimizing for app searches
• Use that optimization in:
• Paid promotion
• Organic promotion
3. My Background
•
•
Formerly software engineer at Hewlett-Packard
•
•
Author of Top grossing Android App
Independent App Developer since 2009 as an apprenuer,
not a contractor or consultant
Trained in Internet Marketing at University of San
Francisco online program
5. The Internet Marketing Funnel
Target Audience
Target Audience
(potentially interested)
(potentially interested)
Prospect
Prospect
(aware product exists)
(aware product exists)
Lead
Lead
(has tried product)
(has tried product)
Customer
Customer
(paid for something)
(paid for something)
Loyal Customer
Loyal Customer
(repeat sales)
(repeat sales)
Advocate
Advocate
(recommends product)
(recommends product)
6. App Market Funnel + Numbers
Target Audience = Outdoor Navigation users
Target Audience = Outdoor Navigation users
1% of 1.3 million activations per day = 13,000 per day
1% of 1.3 million activations per day = 13,000 per day
Prospect = see my app listing
Prospect = see my app listing
????? -- figures not available
????? figures not available
Lead = installs demo product
Lead = installs demo product
500 per day
500 per day
Customer- bought paid app
Customer- bought paid app
20% =>100 per day
20% =>100 per day
Loyal Customer= bought an addon
Loyal Customer= bought an addon
22 per day
22 per day
Advocate= 5 star
Advocate= 5 star
2 per day
2 per day
7. App Discovery
(knowing a product exists)
(knowing a product exists)
Target Audience
Target Audience
(potentially interested)
(potentially interested)
Prospect
Prospect
(aware product exists)
(aware product exists)
Lead
Lead
(has tried product)
(has tried product)
8. App Discovery
Search
Search
Market
Market
List of
List of
Apps Google Play
Apps Google Play
App
App
Listing
Listing
Browse
Browse
Market
Market
Search
Search
Internet
Internet
Your
Your
Website
Website
Browse
Browse
Internet
Internet
Some
Some
Other
Other
Website
Website
Ad
Ad
Campaign
Campaign
Install
Install
9. The State of App
Discoveryabout paid
• For some, App Discovery is
campaigns.
• Burst Advertising
• Spend all your advertising budget at once
• Spend your way into a top ten chart
• Hope you stay there.
10. Is Burst Advertising
dead?
• What does that mean?
• Have people stop spending their way to the
top?
• No, most of the apps in the top ten charts
on the appstore have bought their way
there.
• That includes Candy Crush and many
other well known apps.
11. Is Burst Advertising
dead?
• What has changed
• Estimates are upwards of $96,000 per day
to reach the top ten in the appstore
• Not as much money is spent in Android
yet, but it is coming
• It requires continuous spending to stay
there.
12. What does that mean
to you?
• Most small to medium developers don’t
have $96,000 per day.
• You are better off focusing on search
queries, which drive over 60% of installs.
13. Are New Apps Special?
•
•
•
Mostly Not.
Top complaint of IOS Developers that port
to Android
•
No human review process like Apple
Top New Paid/Top New Free
•
•
Last 30 days (globally)
Ordered by downloads
14. Searches in Google Play
• 12% search for apps daily
• 50% search weekly
• 6 million unique search phrases are used
each week.
• (Source: Google I/O 2013).
15. Differences from iOS
iPhone
Google Play
Apps per page
1
7-8
Reaching app #25
25 flicks
1 Flick
App Title
Very Important
(approved by Apple)
Very Important
30 characters (25
seen)
Tags (secret keywords)
Very Important (approved
by Apple)
100 characters
Not used.
Unclear if used in search
Important in search
4000 characters
Unclear
Installs and
Uninstalls
Ratings
Links from outside
Google Play
Description keywords
Other factors in search
16. Success story
•
•
Fall 2010
•
•
Description was 250 characters
•
Made it to the top of my category
Managed to track keywords from
Android Market (even Google
said that was impossible)
But I knew exactly which
keywords were making me
money
17. Keyword Research
• A keyword is generally a multi word search
phrase
• You want to evaluate
• RELEVANCE
• TRAFFIC
• COMPETITION
18. Relevance
• How likely someone using a particular
phrase is looking for your app
• Determined by your knowledge of the
target market of your app.
19. Traffic
• How many people are using a particular
search phrase
• Can generally only be estimated with tools
20. Competition
• How likely you can actually attain a top
position for a particular search phrase
• Is context dependent
• Can be evaluated with tools
21. Rookie Mistakes
•
Thinking that there are only six or so phrases
for your app
•
Thinking that you already know the two most
important ones.
•
•
There are always more phrases than you think
•
Try for 500, then narrow it down to 50
The ones that you think are most important
may not be
22. Broadening your scope
• Come up with a number of seed words
• Think of synonyms and variations
• Think of related products or services that
your target customer would search for
• Think of how they would search for your
competitor’s app
• Consider common brand names in the field.
24. Video Chat example
•
•
•
describe it in a few ways
•
Video chat,Video conferencing, video call, video
conference
Add popular brand names
•
skype,google talk,google hangout, facetime,
Add related apps
•
•
oovoo, tango, and camfrog
Put in Adwords Google Keyword planner
25.
26.
27. Where can we use
these keywords
• Title
• Description
• Outside Links
• Paid Promotions
• Organic Promotions
28. Title
• Most important keyword
• More influential than description
• Only 30 characters (no paragraphs like iOS
titles).
29. Branded Title vs Keyword
Title
Branded
Keyword
Examples
Pandora
Amazon
BackCountry Navigator
Music Player
Online Book Store
GPS and Maps
Recognizable Trademark
Yes
Often not
Word of Mouth and
reputation
Helpful
Less helpful
Functional conveyance
Maybe
Probably
Search term?
Only if already familiar
Valuable
Can you do both in 20-30 characters?
30. Description
• Your primary and secondary keywords
• Keep it short if you have a small number of
very important keywords
• Longer if you need to target more
keywords.
• Mentioning a keyword about five times
might be about
• Use the full phrase if possible.
31. •
•
•
•
•
Targetting keywords
Do’s and don’ts
Do’s and don’ts
Do: use in a grammatically correct way
Don’t - violate other trademarks in title
Don’t keyword stuff - against Market terms
•
ie “keywords: angry birds,fun app,games,fun,temple run,
candy crush”
Do: understand limitations and tradeoffs
Do: review if you are winning
32. Other factors
• Google Play knows your installs and
uninstalls.
• They can track whether a keyword triggers
an install that stays active.
• They’ve said you can include helpful anchor
text in links outside Google Play
33. Other phenomenon
• Google will make app suggestions for
people in Google search.
• These are starting to show up in Google
Analytics.
36. Tracking Keyword
Victories
• Gets a bit hairy if you are targeting 50
keyword phrases
• You want to target more keywords
without losing ground on the ones you
have.
• Time to use tools
38. What you can do
• Track 50 keywords over time
• Find more by adding competitors or doing
searches
• See what keywords may be valuable.
39.
40.
41.
42. Using keywords in Paid
advertising
• Test keyword phrases
• Test Calls to Action
• Find the perfect message for your first line
• Test out images and icons
43. Paid advertisement
• You want to track it all the way through
user conversions
• You can define an app install as a
conversion in Adwords
• But track it past the install
• Do this by monitoring Goals and
Ecommerce in Analytics
47. Results from paid
experiments
• Find the high converting keywords
• Target them more aggressively in Google
Play
• Use them in internet marketing promotion
and links
50. Traffic from Your
website
•
•
Can come from search engine
•
•
Do NOT keep this traffic at your site
•
•
Do not use a wimpy little hyperlink
Can be tracked much easier (can measure the
prospects better)
Have a BIG OBVIOUS BUTTON that will go
directly to the market listing
Do not say “Search the market for . . . “
51. Your button
•
•
•
Create link at
•
You can set campaign, source, to whatever you
want.
•
This will track in Google Analytics.
https://developers.google.com/analytics/devguides/collection/
https://play.google.com/store/apps/details?
id=com.crittermap.backcountrynavigator.license&ref
errer=utm_source%3DWebsite%26utm_medium
%3DLink%26utm_term%3Dtopo%2520maps
%26utm_campaign%3DAnDevCon
52. Web page marketing
• From your list of Keywords
• Choose one keyword phrase
• Make one web page optimized for that
keyword phrase
• Get links to that page
54. Attainable: The Top
Ten
"To rank on the first page of Google, you
must replace a page that’s currently there."
Market Samurai
55. An Optimized Page ..
•
•
•
Mentions the phrase (ie Android Topo Maps)
•
•
•
•
•
•
•
In the url
In the <title> tag
In the <meta Description> tag
In an <h1> tag
In the first sentence
In the first sentence of the last paragraph
2-3 times in between the first and last parag
Has about 250-750 words (ave 500).
That’s all!
56. Getting links
•
•
•
The most creative part of internet marketing
The best links:
•
•
•
•
Have keywords in the link (anchor text)
Are from “important” websites
Are from relevant websites
Have traffic
Should link to you own site OR to Google Play
listing.
59. Rinse and Repeat
• Establish a blog with wordpress
• Add a post every day
• Get some links
• At the end of a year, you will have 200+
keywords in the first page of Google.
64. Get views and traffic
• YouTube is a social network.
• Get your newsletter subscribers to watch
and comment
• Find friends
• Find subscribers
• Consider tools like TubeToolbox or Tube
Assist.
65. Tube ToolBox
Find similar videos and
interested users by
keyword
Collect them into lists
Send them a video you
made
Invite them to
comment or friend.