Post on 23-Aug-2014
description
Amsterdam, June 29 2014
App Store Optimization
Mariano GlasFounder, Owner, Editor-‐in-‐chief
Serienjunkies.de
@murrayde+MarianoGlasmarianoglas
Mariano_Glasserienjunkies.de/humans.txtConference Apps for iOS &
Android using Appcelerator Titanium
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
The Problem
0,1%Apps
50%Downloads
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
App Store Op*miza*on for iOS & Android
° No Standards° No reliable data from Stores° AnalyQcs° There are more then two App Stores° Rock the SERP° ~50% all Apps => /dev/null° CraZsmanship
ASO Challenges:
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Challenges:No Standards
° Trial & Error – your daily business!
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Challenges:No reliable data from Stores
There are no reliable data on the° Search behavior° Search volumes° Keywords *° user behavior
I would get suspicious if someone try to sell me these data
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Challenges:There are more then two App Stores
° App Store° OperaQng system° Version° Device° Country (localizaQon /specific adapQons)° TranslaQon° payment model (Free/Freemium/Pay)
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Challenges:
Big Spending vs. Free Thinking
Apple App-‐Store: 10-‐40k/day for Top 10 rankings
vs.
ASO / SEO / MarkeQng / PR
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Challenges:Rock the SERP
Google search for a well known App* :
1. Website2. Google Play App-‐Page3. iTunes Smartphone App-‐Page4. iTunes iPad App-‐Page5. App im Windows Store
* Google organic ranking. Privacy mode.
Amsterdam, June 29 2014@murrayde
ASO Challenges:~ 50% of Apps => /dev/null
50% of all Apps on the Apple App-‐Store are never ever downloaded. Not even by the coder *
* Source: Studio von Adeven 2012
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Challenges:ASO is CraZsmanship
A CraZsman needs
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
✓ Plans
✓ Deadlines
✓ Tools
App Store Op*miza*on for iOS & Android
Exploring the App Store
Source: Mobile Media Report NIELSEN
6 %
10 %
11 %
34 %
40 %
Search (40%)Friends & Family (34%)SERP/Website (11%)InApp Links&Ads (9%)others (6%)
Amsterdam, June 29 2014@murrayde
Exploring the App Store: Beginer
Source: Mobile Media Report NIELSEN
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Exploring the App Store: Advanced User
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Source: Mobile Media Report NIELSEN
App Store Op*miza*on for iOS & Android
Search the App Store: The 100% Rule
80 %
10 %
5 %
5 %
Brand (5%)Function (5%)Inspiration (10%)Interest (80%)
Source: Mobile Media Report NIELSEN
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
What‘s wrong with App Store Search?
App Store Op*miza*on for iOS & Android
App Store Search: Fails
Searching for “Make App”
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
http://4sj.de/aso0
App Store Op*miza*on for iOS & Android
Search the App Store: Voice Search
Amsterdam, June 29 2014@murrayde
What about Siri?
I‘m sorry but NO!
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Search the App Store: What about Siri?
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Search the App Store: What about Siri?
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Search the App Store: What about Siri?
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Search is broken!
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: Apple Appstore
App Store Op*miza*on for iOS & Android
App Store Search: WTF!
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: Google Play Store DE
Searching for „Gas Prices“
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: Google Play Store DE
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
http://4sj.de/aso1
Fixing App Store Search: Automatic approach
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Mixed approach: local & ranking
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amazons A9 Search ExecBenoit Dupin hired by Apple
Mastermind approach
Commercial break: Banners suck App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Commercial break: Winning!
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Commercial break: System message!
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Commercial break: Uhm!
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Commercial break: BEST AD EVER!
App Store Op*miza*on for iOS & Android
ASO BasicsApp Name
Keywords
Categorie
Publisher Name
Support, MarkeQng, Help-‐URLs
App-‐Type
DescripQon
LocalizaQon
Icons
Screenshots
MarkeQng graphics
Product Video
Links directly to the store landing page
Social signals
RaQngs
Reviews
Downloads
E-‐Mail MarkeQng
• Title• Keywords• Description• Localization• Icons• Screenshots• Product Video
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
You needApp-‐Editor / App-‐Manager/ App-‐COC*
* Chief Of Chaos
Bild: CC2.0 Intel Free Press
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsApp Name / App Title
iOS Google Play Store
Name der App 255 Characters No limit ?
OpQmizing Search 255 Characters 32 Characters
OpQmizing Device 12 Characters 8+1 Characters8+8 Characters
Amsterdam, June 29 2014@murrayde
App Name vs. App Title
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: iPhone device / Apple App Store Desktop
App Store Op*miza*on for iOS & Android
ASO BasicsKeywords
iOS Google Play Store
Number of keywords 100 Characters -‐
OpQmizing Search Start with most important keywords. Keywords divided by comma
Start with most important keywords. No keyword stuffing. OpQmize your descripQon according to your keyword set
Pro Tip 1. High search volume2. Livle compeQQon3. High relevance
1. High search volume2. Livle compeQQon3. High relevance
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsDescripQon, Change log & What’s New
Amsterdam, June 29 2014@murrayde
Think TweetUSP in 140 Characters or less
„What‘s New“ Section is immediately visibleGoogle Play: Split huge keyword set in description
and „change log“ section
App Store Op*miza*on for iOS & Android
ASO BasicsDescripQon, Change log & What’s New -‐ Fail
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
DescripQon, Change log & What’s New -‐ Fail
App Store Op*miza*on for iOS & Android
ASO BasicsDescripQon, Change log & What’s New: Winning
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsDescripQon
iOS Google Play Store
Number of Characters 4.000 4.000
Impact on search None High
OpQmizing Search Short descripQon on top (more) Short descripQon on top (more)
“Features Apps.” / “RecommendaQon of the day”“Features Apps.” / “RecommendaQon of the day”
List most important USPList most important USP
Avoid large blocks of textAvoid large blocks of text
Avoid large listsAvoid large lists
Use TesQmonialsUse TesQmonials
Clickable URL on Google Play (TesQng!)Clickable URL on Google Play (TesQng!)
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Perfect: App Title ✓DescripQon ✓Teaser ✓Icon ✓Screenshot ✓
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Perfect DescripQon
App Store Op*miza*on for iOS & Android
ASO BasicsLocalizaQon
iOS Google Play Store
LocalizaQon • App Title• App Name• DescripQon• What‘s New • Change log• Home/Support/Privacy Policy• Screenshots• Error messages• Categories• App Type
• App Title• App Name• DescripQon• What‘s New • Change log• Home/Support/Privacy Policy• Screenshots• Error messages• PromoQon text• Categories• App Type
Be Carefull Brand namesSwear wordsInappropriate language/Images/Icons/Videos
Brand namesSwear wordsInappropriate language/Images/Icons/Videos
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
LocalizaQon
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
LocalizaQon Highlight: Error Messages
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsIcons
iOS Google Play Store
Icon size Master: 4096x4096App-‐Icon: 76x76,120x120 & 152x152App-‐Icon on App-‐Store: 1024x1024App-‐Icon Spotlight: 80x80App-‐Icon Preferences: 58x58App-‐Icon Toolbar: ~44x44App-‐Icon Tab Bar: 50x50
Master: 4096x4096App-‐Icon: 1024x1024
OpQmizing Search Big influence exploring store Big influence exploring store
Amsterdam, June 29 2014@murrayde
App-‐Icons: True colors
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: iPhone Testgerät
App-‐Icons: True colors -‐ RED
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
YouTube Google+ Avira Mobile
Red => stimulus color energy & youthful vigor
App-‐Icons: True colors -‐ ORANGE
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Badoo SoundCloud iBooks
Orange => signal color Trend: Orange & Yellow Icons
App-‐Icons: True colors -‐ YELLOW
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
SoundHound Watchever Snapchat
Yellow => Trend colorMix Yellow & Orange
App-‐Icons: True colors -‐ GREEN
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
WhatsApp 7 Min Workout Line Deco
Green promises something natural, health and inner peace.
App-‐Icons: ???
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsScreenshots
iOS Google Play Store
Screenshots Smartphone 3.5: 4 Screenshots (960x640)Smartphone 4.0: 4 Screenshots (1136x640)Tablets: 4 Screenshots (1536x2048)JPEG, TIFF or PNG
Smartphone: 8 ScreenshotsTablet: 8 Screenshots>=320 Pixel <=3840 Pixel480x800 and 480x854PNG or JPG (No Alpha)
OpQmizing Search
Big influence exploring store Big influence exploring store
h<p://4sj.de/aso2 h<p://4sj.de/aso3
Amsterdam, June 29 2014@murrayde
Screenshots: Boring
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Screenshots: Show what you can do
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Screenshots: Meet your audience
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Screenshots: AcQon (iOS 7!)
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
mockuphone.com
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
placeit.net
Screenshots: More AcQon #2 (iOS7!)
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
2 Screenshots iOS 8
App Store Op*miza*on for iOS & Android
ASO BasicsMarkeQng Graphics
iOS Google Play Store
Graphics -‐ MarkeQng Graphics for “Featured Apps, Staff Picks, Special Events” are opQonal bit highly recommended! * 1024 x 500 (Frame: 924 x 400)* 24-‐Bit-‐PNG or -‐JPEG (No Alpha)* No Transparency
-‐ Old (only older devices, but think Asia, Africa)* 180 x 120* 24-‐Bit-‐PNG or -‐JPEG (No Alpha)* No Transparency
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Basics
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Basics
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsProduct Videos
iOS (7.x) Google Play Store
App-‐Stores On selected Games Link to your YouTube-‐Video
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO Basics
Amsterdam, June 29 2014@murrayde
Product Videos
Samples
iOS 7Android 4.x
App Store Op*miza*on for iOS & Android
ASO Basics
iOS (8.x)
• 30 Seconds videos• UI-‐DemonstraQon, FuncQonality or special Features (USP)• Capture-‐Video -‐ NO „Shiny Happy People“• Different Phone and iPad Videos• Don’t forget about localizaQon• Upload via iTunes Connect
Amsterdam, June 29 2014@murrayde
Product Videos
App Store Op*miza*on for iOS & Android
ASO BasicsProduct Videos: iOS (8.x) SpecificaQons
H.264 MPEG4 ProRes 422 (HQ)
.mp4, .mov, .m4v .mov
30 FPS 30 FPS
Bit Rate: 12-‐12 Mbps VBR ~ 220
Stereo – AAC Stereo – PCM / AAC
256kbps 44.1khz VBR 44.1/48khz 16/24Bit
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
ASO BasicsProduct Videos: iOS (8.x) Specifications²
iPhone iPad
640 x 1136 900 x 1200
1136 x 640 1200 x 900
1080 x 1920 rescaled
1920 x 1080 rescaled
Amsterdam, June 29 2014@murrayde
http://4sj.de/aso4
App Store Op*miza*on for iOS & Android
ASO Basics
Amsterdam, June 29 2014@murrayde
Product Videos Sample iOS 8
QR Codes?
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Social Media PromoQon 1/3
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Social Media PromoQon 2/3
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Social Media PromoQon 3/3
App Store Op*miza*on for iOS & Android
ASO BasicsSEO: Link to the Landing page at the App Store
iOS Google Play Store
App-‐Stores hvps://itunes.apple.com/<countrycode>/app/id<id>?mt=8
h<p://appstore.com/mac/pixelmator *
https://play.google.com/store/apps/details?id=<PackageName>
App-‐Site with text links & official badges
Links directly to the landing page Links directly to the landing page
* Apple Document
h<p://4sj.de/aso5
Amsterdam, June 29 2014@murrayde
Black Hat ASO using Chat Bots (Tinder) App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Black Hat ASO using RaQngs App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Black Hat ASO using keyword stuffing App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
There are more then two App Stores!
Google Play Apple App Store Amazon App Store
Windows Phone Store
Amsterdam, June 29 2014@murrayde
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
There are more then two App Stores!
Asia, Africa, Emerging Regions
There are more then two App Stores!
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Pre-Installs (Samsung, LG)Provider-Installs and App-Stores
Smart-TV Apps3rd Party App-Stores*
* 72% of all Apps in China installed via 3rd Party App Store
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: One Platform Foundation
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: Screenshot D.nc Games Center
Blog Ex-GooglersJunyu Wang
http://appindex.wandoujia.com
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: Amazon.de Screenshot
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: http://techcrunch.com/2011/08/02/amazons-appstore-youll-make-0-when-we-give-your-app-away-and-youll-like-it/
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: T-Mobile Screenshot
+100k Apps
10% customer discount if
bought thru Yandex
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: T-Mobile Screenshot
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: The New York Times
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
Source: Samsung App Portal Screenshot
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
www.thenothingapp.com
Mariano Glas @murrayde+MarianoGlasmarianoglas
Mariano_Glasserienjunkies.de/humans.txt
App Store Op*miza*on for iOS & Android
Amsterdam, June 29 2014@murrayde
♥ Thanks!