Download - iOS6 & iPhone 5 App Store Discoverability: What changed? What can you do about it?

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

In ios6, “categories” are hidden and harder to access

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 2 ios 6: “categories” hidden ios 5: “Categories” in menu

“Categories” also harder to use in ios 6. here’s ios 5

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 3 1st

2nd

3rd

In ios-5, only 3 taps needed to access an app

Compare “Categories” in the last slide to ios 6 below

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 4

1st

2nd 3rd 4th 5th

In ios-6, five taps needed, Almost 2x as much as ios 5

What else? Genius debuts, “search” stays on main menu.

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 5 New: ios 6 – “Search” Old: ios 5 – “Search” X

Search is biggest driver of app discovery…nielsen

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 6 6

Search vs. In-App Ads

Wait. have We seen this movie before?


New: ios 6 “search” Old: ios 5 “categories”

But Ios6 Search: from 25 apps/page à1 app/page. Jeez!

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 8 AppStore Search: ios5 à ios6

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


App

Category Ranking Search Ranking

Games – Casino (Top Grossing) "poker" "poker casino"

21-in-1 Casino and Sportsbook #212 #50 #1 Poker by Zynga #2 #1 #4

as of Sep 23, 2012. iphone, US appStore.

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


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

70% of search traffic

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

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Download - iOS6 & iPhone 5 App Store Discoverability: What changed? What can you do about it?

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