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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Transcript of The why, the what and the how of app store optimization
App Store Optimization: �The What, The Why, The How
Ian Sefferman CEO, MobileDevHQ
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
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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
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?
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Pre-change Post-change
Case Study: Survival Simulation Game iPhone App
Low Downloads, except New & Noteworthy Title Keywords Screenshots
Does ASO Really Work?
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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
iOS vs Google Play Ranking Factor Correlations - Title
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Average Rank Median Rank
iOS
iOS vs Google Play Ranking Factor Correlations - Title
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Average Rank Median Rank
Google Play
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 Play iOS Title Keyword Field No links No social
Title Description Links count +1s
Videos Are Your Friend
Videos Are Your Friend
Videos Are Your Friend
Google App Indexing
Thank You!
Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff
