the why, the what and the how of app store optimization
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App Store Optimization: �The What, The Why, The How
Ian Sefferman CEO, MobileDevHQ
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Introduction
Email Marketing
SEO / ASO
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Introduction
2009-2010 2011 2012-
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The What
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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.
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But Wait, There’s More…
The app stores are different… Thus, ASO also includes: Top Charts, icons, screenshots, ratings, reviews, etc.
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A Harmonious Relationship
Just like SEO, the best ASO is a full, well-rounded, marketing strategy.
Search Rankings
Downloads
Top Charts
Downloads
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The Why
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Mobile Is Eating The Web
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Mobile Traffic as a Percentage of Global Internet Traffic
Source: Mary Meeker, KPCB, May, 2013
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Apps Are Eating Mobile Percentage of Mobile Time Spent In Apps
Source: Flurry Blog, April, 2013
80 %
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Consumer App Discovery
65 %
App Search / ASO
“For the average app, search actually makes up the vast
majority of installs.”
50% of DAUs search for apps weekly
6,000,000 unique phrases
searched monthly
- Google Play
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Does ASO Work?
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Case Study: Survival Simulation Game iPhone App
Low Downloads, except New & Noteworthy Title Keywords Screenshots
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Does ASO Really Work?
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Case Study: Children’s iPhone App
Keyword Research Focus on more targeted keywords, low difficulty, higher volume. Only change was Keyword field.
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The How
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Components of ASO
On-Metadata ASO Off-Metadata ASO
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On-Metadata: Keywords
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On-Metadata: Title
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iOS vs Google Play Ranking Factor Correlations - Title
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Average Rank Median Rank
iOS
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iOS vs Google Play Ranking Factor Correlations - Title
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Average Rank Median Rank
Google Play
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iOS vs Google Play Ranking Factor Correlations - Ratings
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iOS vs Google Play Ranking Factor Correlations - Ratings
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Off-Metadata: Reviews
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Off-Metadata: Links
Getting people to write about your app improves your search rankings in the Play store. - Google I/O, June 2012
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Off-Metadata: Social
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iOS vs Google Play A Cultural Difference
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iOS vs Google Play Tactical Differences
Google Play iOS Title Keyword Field No links No social
Title Description Links count +1s
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Videos Are Your Friend
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Videos Are Your Friend
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Videos Are Your Friend
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Google App Indexing
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Thank You!
Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff