Pubcon 2015 – Mobile and App Store Optimization – Dave Lloyd
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Transcript of Pubcon 2015 – Mobile and App Store Optimization – Dave Lloyd
#pubcon
DAVE LLOYD#pubcon
APP STOREOPTIMIZATION
#pubcon
@davelloyd1slideshare.net/dalloyd
Dave Lloyd
15 years in Search & Digital Marketing
Global team delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products
Deliver industry best practices
Drive KPI-focused results
Showcase Adobe solutions
#pubcon
Strategy
App Optimization
App Quality
Results
@davelloyd1
Key MessageTrue optimization requires
more than just app optimization
#pubcon
GLOBAL APP TRENDS
http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1
#pubcon
GLOBAL APP TRENDS
http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1
App Downloads by Store Q2 2015 (US ) App Revenue by Store Q2 2015 (US )
#pubcon
GLOBAL APP TRENDS
App Stores Download Share 2014 (Global) App Stores Revenue Share 2014 (Global)
#pubcon
APP INDEXING AND GOOGLE NOW ON TAP
Android – 2 years in market iTunes – May 2015
@davelloyd1
#pubcon
iOS 9 APP INDEXING
https://developers.google.com/app-indexing/ios/app
http://search-codelabs.appspot.com/codelabs/app-indexing#1
@davelloyd1
Support HTTP deep links
Add the App Indexing SDK
Check your implementation
Enhance your search performance
Support Deep Links
Publish Deep Links
Test implementation
Measure performance
GOOGLE DEEP LINKING
#pubcon
ADOBE’S UNIVERSE OF 104 APPS6
30
43
2
29
iOS CATEGORIES
iPHONE APPS
iPAD APPS
APPLE WATCH APPS
GOOGLE PLAY APPS
@davelloyd1
#pubcon
App Production
App Dev
Social
LocalizationMobile Strategy
BU
Paid Media
Store TeamUI Executives
Product Marketing
Analytics
Web Production
ITSocial
Global Teams (Loc)
Web Strategy/ Mobile
BU & Content Owners
Paid & Search Media
Store TeamUI Executives
Product Marketing
Analytics
@davelloyd1
#pubcon
CHALLENGES AND SOLUTIONSStrategy
App Quality
Optimization
Results
Inconsistency with brand strategy & plans
Poor Quality
Poor Reviews and Ratings
Just launch & optimize later
Poor keywords, images, and descriptions
Inconsistent Data
KPIs not agreed upon
Clear mobile brand storyBest-in-class marketing practicesGuide app launch & EOLPaid media investment
App dev best practicesProvide app developers Ratings & Reviews feedback
ASO & marketing performanceProcess improvements
Agree on success metricsCreate & deliver KPI scorecard
@davelloyd1
#pubcon
APP PORTFOLIO MANAGEMENT
Clean, visually unique icons
Clear value differentiation for apps that compete in category
Consistent Category definition for app placement
@davelloyd1
#pubcon
APP RANKING FACTORS
1. App Category (keyword)
2. App Publisher (keyword)
3. App Title4. Ratings (quantity)5. Ratings (score)6. Keywords (visible only
in iTunes CMS)7. Download quantity8. Download velocity9. App uninstalls *10. Engagement *11. External links *
1. Description2. Reviews3. Images 4. Preview video *
* = Google Play only
Search FactorsConversion Factors
@davelloyd1
#pubcon
APPLE iTUNES Vs. GOOGLE PLAY
Apple Google
Keyword Field
Description Impacts Rank
Images Up to 5 Up to 8
Social and +1 Signals
External Linking
App Engagement Metric
@davelloyd1
#pubcon
KEYWORD RESEARCH
Gather
Product & Marketing teamsReview competitors
Ideate
Generate KW ideasEvaluate volume, opportunity, and relevance
Decide
Review & reduceSelect keywords
@davelloyd1
#pubcon
iTUNES KEYWORD PROPERTY
Brand Terms & Phrases for highest search relevance
Keywords aligned with Product & Marketing teams100 character keyword limit
Ordered in priority to support localization
image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour
@davelloyd1
#pubcon
DESCRIPTION
Compelling first sentence UVP – Unique Value Proposition
@davelloyd1
#pubcon
DESCRIPTION
@davelloyd1
Authoritative 3rd party reviews (if you have them)
Features & Benefits
#pubcon
IMAGES REFLECT BOTH FEATURES & BENEFITS
@davelloyd1
#pubcon
RATINGS & REVIEWS
Check your lowest ratings
Identify patterns in Review comments
Share feedback with product dev team
@davelloyd1
#pubcon
LOCALIZATION PROCESSLanguage Translation Localization
English Extract
Japanese 抽出 エクストラクト
Norwegian Trekk ut Extract
Polish Wydziel Wydzielanie
Finnish Erota poimi
Russian Извлечение Извлечь
App Content Optimized Content localization Geo team reviews ASO team validates App Launch
Translation vs. Localization (context & culture)
Keyword localization should be per geo
@davelloyd1
#pubcon
ENTERPRISE TOOLS TO USE
Comprehensive data
Strong visual reporting
Reviews aggregation & analysis
Easy data extraction
Global visibility
Keywords
Competition
Trends
KPI Analysis
Integration with iTunes Store data
VALUE OF TOOLS
@davelloyd1
#pubcon
RANKING & COMPETITOR QUANTITY
@davelloyd1
#pubcon
RATINGS & REVIEWS
Quantity of 1-5 Ratings and verbatim Review comments
By Country, Rating #, and App Version
@davelloyd1
#pubcon
VISIBILITY SCORE
App Optimization update
Visi
bilit
y Sc
ore
Keyword Volume Keyword Rank= XVisibility Score
@davelloyd1
#pubcon
DOWNLOAD VOLUME & VELOCITY75% increase in daily downloads
App update, including ASO
Download trends by country@davelloyd1
#pubcon
THE NEAR AND FAR FUTURE
Internet of Things market will sell more than PC, tablet, and phone markets combined
Apple Car Play and Google Android Auto are both in development
Apple acquired Metaio, an Augmented Reality startup
Google's I/O conference included Cardboard, a mobile Virtual Reality platform
Google led a $500 million investment in Magic Leap, an AR company
Facebook's Oculus Rift debuted the VR film Henry
Microsoft HoloLens is now a fully untethered holographic computer
@davelloyd1
Mobile App usage will soon overtake Mobile Web usage
Google’s Now on Tap indexes app content frequently
Wearable Technology
Anonymous app usage (Whisper and Kik)
Personalized & geo-targeted push notifications (e.g. Beacon)
#pubcon
Align to brand strategy
User experience across platforms
More resources put toward apps
Agree on media plan and budget
STRATEGY
PRACTICAL TAKEAWAYS
@davelloyd1
#pubcon
Educate on app best practices
Review in-app user experience
Improve Ratings & Reviews feedback
loop with app developers
APP QUALITY
PRACTICAL TAKEAWAYS
@davelloyd1
#pubcon
Update keywords Control: App Name, Keywords, Title,
Category, Description, Images,
Video
Influence: Ratings, Reviews, Download
Velocity
OPTIMIZATION
PRACTICAL TAKEAWAYS
@davelloyd1
#pubcon
Align on success metrics
Create & deliver KPI scorecard
Focus on in-app customer
engagement
DATA AND RESULTS
PRACTICAL TAKEAWAYS
@davelloyd1
#pubcon
Strategy
App Optimization
App Quality
Results
@davelloyd1
Key MessageTrue optimization requires
more than just app optimization
THANK YOU
@davelloyd1 #pubcon
slideshare.net/dalloyd
