smx israel - app store optimization by ian sefferman

App Store Optimization: The What, The Why, The How

Ian SeffermanCEO, MobileDevHQ

Introduction

Email Marketing

SEO / ASO

Introduction

2009-2010 2011 2012-

TheWhat

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.

But Wait, There’s More…

The app stores are different…

Thus, ASO also includes: Top Charts, icons, screenshots, ratings, reviews, etc.

A Harmonious Relationship

Just like SEO, the best ASO is a full, well-rounded, marketing strategy.

SearchRankings

Downloads

Top Charts

Downloads

TheWhy

Mobile Is Eating The Web

May, 2008

May, 2009

May, 2010

May, 2011

May, 2012

May, 2013

May, 2014(E)

0

5

10

15

20

25

30

35

Mobile Traffic as a Percentage of Global Internet Traffic

Source: Mary Meeker, KPCB, May, 2013

Apps Are Eating Mobile

Percentage of Mobile Time Spent In Apps

Source: Flurry Blog, April, 2013

80%

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

Does ASO Work?

Pre-change Post-change0

1

2

3

4

5

6

7

8

9

10

Case Study: Survival Simulation Game iPhone App

Low Downloads, except New & Noteworthy

Title

Keywords

Screenshots

Does ASO Really Work?

Pre-change Post-change0

1000

2000

3000

4000

5000

6000

Case Study: Children’s iPhone App

Keyword Research

Focus on more targeted keywords, low difficulty, higher volume.

Only change was Keyword field.

TheHow

Components of ASO

On-Metadata ASO Off-Metadata ASO

On-Metadata: Keywords

On-Metadata: Title

iOS vs Google Play

Ranking Factor Correlations - Title

Average Rank Median Rank10

11

12

13

14

15

iOS

iOS vs Google Play

Ranking Factor Correlations - Title

Average Rank Median Rank10

11

12

13

14

15

Google Play

On-Metadata: Screenshots

On-Metadata: Screenshots

On-Metadata: Icon

On-Metadata: Description

Off-Metadata: Ratings

iOS vs Google Play

Ranking Factor Correlations - Ratings

iOS vs Google Play

Ranking Factor Correlations - Ratings

Off-Metadata: Reviews

Off-Metadata: Links

Getting people to write about your app improves your search rankings in the Play store.

- Google I/O, June 2012

Off-Metadata: Social

iOS vs Google Play

A Cultural Difference

iOS vs Google Play

Tactical Differences

Google PlayiOSTitle

Keyword Field

No links

No social

Title

Description

Links count

+1s

Web SEO for Apps

Leveraging The Web For More App Downloads

The Long Tail: Use It

Videos Are Your Friend

Videos Are Your Friend

Videos Are Your Friend

Google App Indexing

Thank You!

Ian SeffermanCEO, MobileDevHQhttp://www.mobiledevhq.com@iseff