App Store Optimization (ASO) is the process of increasing app downloads by improving search rankings and includes various elements like app charts, icons, and ratings. With mobile usage on the rise, ASO plays a crucial role in how consumers discover apps, with a significant percentage finding apps through ASO strategies. It involves both on-metadata and off-metadata optimization techniques to enhance app visibility in stores like iOS and Google Play.

1. App Store Optimization:
The What, The Why, The How
Ian Sefferman
CEO, MobileDevHQ

2. Introduction
Email Marketing
SEO / ASO

3. Introduction
2009-2010 2011 2012-

4. The
What

5. What is ASO?
App Store Optimization is the process
of driving more downloads for an app
by rising in the app stores search
results.
ASO is the app ecosystem equivalent of
web SEO.

6. But Wait, There’s More…
The app stores are different…
Thus, ASO also includes: Top Charts,
icons, screenshots, ratings, reviews, etc.

7. A Harmonious Relationship
Just like SEO, the best ASO is a full,
well-rounded, marketing strategy.
Search
Rankings
Downloads
Top Charts
Downloads

8. The
Why

9. Mobile Is Eating The Web
0
5
10
15
20
25
30
35
May,
2008
May,
2009
May,
2010
May,
2011
May,
2012
May,
2013
May,
2014(E)
Mobile Traffic as a Percentage of Global Internet Traffic
Source: Mary Meeker, KPCB, May, 2013

10. Apps Are Eating Mobile
Percentage of Mobile Time Spent In Apps
Source: Flurry Blog, April, 2013
80
%

11. Consumer App Discovery
Percentage of Consumers Who Find Apps Through ASO
Source: Forrester, via TechCrunch, April 2013
65
%

12. Does ASO Work?
0
1
2
3
4
5
6
7
8
9
10
Pre-change Post-change
Case Study: Survival Simulation Game iPhone App
Low Downloads, except
New & Noteworthy
Title
Keywords
Screenshots

13. Does ASO Really Work?
0
1000
2000
3000
4000
5000
6000
Pre-change Post-change
Case Study: Children’s iPhone App
Keyword Research
Focus on more targeted
keywords, low difficulty,
higher volume.
Only change was Keyword
field.

14. The
How

15. Components of ASO
On-Metadata ASO Off-Metadata ASO

16. On-Metadata: Keywords

17. On-Metadata: Title

18. On-Metadata: Screenshots

19. On-Metadata: Screenshots

20. On-Metadata: Icon

21. On-Metadata: Description

22. Off-Metadata: Ratings

23. Off-Metadata: Reviews

24. Off-Metadata: Links
Getting people to write
about your app improves
your search rankings in the
Play store.
- Google I/O, June 2012

25. Off-Metadata: Social

26. iOS vs Google Play
A Cultural Difference

27. iOS vs Google Play
Tactical Differences
Google PlayiOS
Title
Keyword Field
No links
No social
Title
Description
Links count
+1s

28. iOS vs Google Play
Ranking Factor Correlations - Ratings

29. iOS vs Google Play
Ranking Factor Correlations - Ratings

30. iOS vs Google Play
Ranking Factor Correlations - Title
10
11
12
13
14
15
Average Rank Median Rank
iOS

31. iOS vs Google Play
Ranking Factor Correlations - Title
10
11
12
13
14
15
Average Rank Median Rank
Google Play

32. Thank You!
Ian Sefferman
CEO, MobileDevHQ
http://www.mobiledevhq.com
@iseff