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ASOBarcamp 2 - The (Past, Present and) Future of ASO - Hugh McCallion, Traffic Optimiser
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Transcript of ASOBarcamp 2 - The (Past, Present and) Future of ASO - Hugh McCallion, Traffic Optimiser
DOMAIN AUTHORITY + LINKING DOMAINS SNAPSHOT
Metric*Vashi
(www.vashi.com)
77 Diamonds
(www.77diamonds.com)
Stevenstone
(www.stevenstone.co.uk)
Rare Pink
(www.rarepink.com)
Domain Authority 42 45 32 35
Referring Domains 520 744 204 143
Considering selected direct competitors, Vashi takes second place, both from the Domain Authority as well as Referring
Domains perspective. 77 Diamonds have highest metrics, although there is only a 3 point difference in DA value between them
and Vashi.
* Both metrics were last updated in August 2015
Future boy
The (past, present and)
Future of ASO
Hugh McCallion,
Traffic Optimiser
The (past, present and) Future of ASO
Hugh McCallion, Commercial Director
The Past….
Past – Old School ASO
Long Titles
No Analytics
Past A/B Screenshot testing….using PPC & Optimizely
ASO Barcamp 1 #neverforget
Past – pointless social integration
The Present…..
Present - App High Deletion Rate
28% of smartphone users delete an app within one month of downloading it
Link
Present - Appstores Are A Mess
Why does Goal.com
rank for “pissing”?
Present - Curation “King-makers”
Being Featured leads to mass downloads of particular apps
Present – Conversion Optimisation is HAPPENING NOW (on Android….)
Google Experiments are LIVE and REAL
Win awards, impress your friends
A/B test:
• Icons
• Screenshots
• Descriptions
Present – PPC on Google Play Store
• Rolled out for all marketers
• Taking a while to….get good
The Future – App Indexing
The Future – App IndexingWhat is app indexing?
What is app indexing?
Deep Linking allows the content in your app to be searchable
Existing
UsersCurrently have the
app installed
Public
searchersWho don’t have
the app installed
Universal Links in iOS9
This is a pretty big deal….
Link from an
appClick on link
Loads URL for
web-page
Loads
corresponding
app position
The Future – App IndexingWhere will my app content be seen?
If you compare iOS8 and iOS9…..
Much richer, deeper, indexed content is now available from Spotlight Search
iOS8 iOS9
The new Search Engine landscape
App Stores OS Search
Engines
Web Search
Engines
The Future – App IndexingWhy are Apple and Google doing this?
Apple and Google are deprecating the role of the App Store• New ways to discover richer app content
• Actively indexing app content rather than just the app store listing page
App Stores OS Search
Engines
Apple
Your new search engines are:
• Spotlight
• Siri
• Safari browser address bar
Spotlight Search vs. m.google.com
• 1.6bn PCs
• 1.4bn Google Android
• 4-500m Android in China (No Google)
• 700-750m iOS
Link
100m iOS MAUs 500m iOS MAUs
Apple could start taking serious amounts of traffic away from Google
It is possible to do! They did it with Maps on iOS
The Future – App IndexingWhat are the ASO implications?
Multilingual
If you are not localising your apps you are out of this ecosystem
More Analytics…. Yesterday’s announcements at SMX East
Segment Analytics based on:
Clicks on the
search result linksClicking on the
install app button
In Summary…..
Summary
1. Get excited about deep linking
2. Apple and Google want to crawl your app
3. The search landscape is going to change
4. More opportunity for ASO