APP STORE

OPTIMIZATION:

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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

Introduction

2009-2010 2011 2012-

The

What

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.

Search

Rankings

Downloads

Top Charts

Downloads

The

Why

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

Apps Are Eating Mobile

Percentage of Mobile Time Spent In Apps

Source: Flurry Blog, April, 2013

80%

Consumer App Discovery

Percentage of Consumers Who Find Apps Through ASO

Source: Forrester, via TechCrunch, April 2013

%

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

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.

The

How

Components of ASO

On-Metadata ASO Off-Metadata ASO

On-Metadata: Keywords

On-Metadata: Title

On-Metadata: Screenshots

On-Metadata: Screenshots

On-Metadata: Icon

On-Metadata: Description

Off-Metadata: 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 PlayiOS

Title

Keyword Field

No links

No social

Title

Description

Links count

+1s

iOS vs Google Play

Ranking Factor Correlations - Ratings

iOS vs Google Play

Ranking Factor Correlations - Ratings

iOS vs Google Play

Ranking Factor Correlations - Title

10

11

12

13

14

15

Average Rank Median Rank

iOS

iOS vs Google Play

Ranking Factor Correlations - Title

10

11

12

13

14

15

Average Rank Median Rank

Google Play

Thank You!

Ian Sefferman

CEO, MobileDevHQ

http://www.mobiledevhq.com

@iseff

http://www.slideshare.net/SearchMarketingExpo

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