app store optimization: why you need it & how to do it by ian sefferman
DESCRIPTION
From SMX East 2013 / SearchMarketingExpo.com - App Store Optimization: The What, The Why & The How by @iseff - #SMX #12C. Slide deck from Ian Sefferman, CEO of MobileDevHQ presenting on best practices and tips to gain more app downloads and become popular in Apple App Store & Google Play android app store.TRANSCRIPT
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APP STORE
OPTIMIZATION:
#
Ian Sefferman
MobileDevHQ
@iseff
#SMX #12C
October 1, 2013
WHY YOU NEED IT HOW TO DO IT
#
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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
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
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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
Percentage of Consumers Who Find Apps Through ASO
Source: Forrester, via TechCrunch, April 2013
%
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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
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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.
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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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On-Metadata: Screenshots
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On-Metadata: Screenshots
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On-Metadata: Icon
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On-Metadata: Description
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Off-Metadata: 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 PlayiOS
Title
Keyword Field
No links
No social
Title
Description
Links count
+1s
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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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iOS vs Google Play
Ranking Factor Correlations - Title
10
11
12
13
14
15
Average Rank Median Rank
iOS
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iOS vs Google Play
Ranking Factor Correlations - Title
10
11
12
13
14
15
Average Rank Median Rank
Google Play
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Thank You!
Ian Sefferman
CEO, MobileDevHQ
http://www.mobiledevhq.com
@iseff
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