Delivered on June 23, 2023 in Bangalore

1. SEO & ASO – Startups Success Stories & Case Studies
Vedanarayanan V
Marketing Leader

2. Agenda
1. Startup SEO Success Stories – Traveltech, Healthtech, Edtech, Fintech
2. HealthifyMe ASO Case Study
2

3. India Startup SEO Success Stories
3

4. 1.

5. Success Recipe?
Being practical.
Focusing on the long-tail of keywords –
E.g.:
“Holiday experiences in Kutti Kanam”

6. 2.

7. Success Recipe?
First mover advantage
Localized search focus –
“Gynecologist in Koramangala”
Snowball effect into DA (Domain Authority)

8. 3.

9. Success Recipe?
Less is more – Limited SEO keyword focus to the following categories – Digital
Marketing, Data Science, Project Management
Mutually exclusive, collectively exhaustive focus viz a viz SEM keyword focus
Long tail keyword focus to create “non-Dhandha impacting”/ “rainy day”/ cold
leads
E.g.: How can I grow my career in digital marketing?
Cold leads contributed 30% to mom revenues (zero cost)
Content Syndication & backlinking via Course Advisor partnerships resulting in DA
improvement over time

10. 4.

11. Razorpay -
B2B payments - Niche, we own this space
1. Digital literacy
2. Financial literacy
3. Compliance
Success Recipe?
11
Mass, drives
greater earned
media

12. HealthifyMe ASO Case Study
12

13. Context: India’s largest
Health-Tech platform -
“Freemium” app
13

14. Problem Statement 1:
Inertia
14

15. Problem Statement 2: The
Trust Barrier + driving
relatability
15

16. 2-Apr-19 16

17. 2-Apr-19 17

18. So, what is App Store Optimization?
“It is SEO’s cousin in the app world. Your
efforts at making your app both
discoverable and clickable come under
the larger stream of ASO efforts.”

19. ASO is reliant on 2 predominant factors
19
Metadata
Visibility
Creative
Conversion

20. A number of factors influence ASO
20

21. What do you optimize for (metadata)?
21

22. What do you optimize for (creative)?
22

23. Achieving a 360 view of expected performance
23

24. ASO A/B Testing
24

25. Feature graphic
25

26. Feature graphic – Test results
26

27. Alpha screenshot – Bring the app to life with rich, relevant
imagery
27

28. Beta screenshot – Encourage scroll and suggest
progression through steps
28

29. Screenshot testing results
29

30. Popular platforms for app store A/B testing
30

31. Results?
Even when VC funding dried up, there
was no drop in scale
Organic traffic (app installs & regs)
scaled to fill the gap caused by paid
channels drop

32. • Does this provide you with enough food for thought?
• Feedback, first reactions?
Let’s discuss
32

33. Questions?