SMX Israel - App Store Optimization by Ian Sefferman
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App Store Optimization: The What, The Why, The How Ian Sefferman CEO, MobileDevHQ
description
Ian Sefferman (CEO of MobileDevHQ) presented on App Store Optimization at SMX Israel on January 26, 2014.
Transcript of SMX Israel - App Store Optimization by Ian Sefferman
App Store Optimization: The What, The Why, The How
Ian SeffermanCEO, MobileDevHQ
Introduction
Email Marketing
SEO / ASO
Introduction
2009-2010 2011 2012-
TheWhat
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.
SearchRankings
Downloads
Top Charts
Downloads
TheWhy
Mobile Is Eating The Web
May, 2008
May, 2009
May, 2010
May, 2011
May, 2012
May, 2013
May, 2014(E)
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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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Case Study: Survival Simulation Game iPhone App
Low Downloads, except New & Noteworthy
Title
Keywords
Screenshots
Does ASO Really Work?
Pre-change Post-change0
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Case Study: Children’s iPhone App
Keyword Research
Focus on more targeted keywords, low difficulty, higher volume.
Only change was Keyword field.
TheHow
Components of ASO
On-Metadata ASO Off-Metadata ASO
On-Metadata: Keywords
On-Metadata: Title
iOS vs Google Play
Ranking Factor Correlations - Title
Average Rank Median Rank10
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iOS
iOS vs Google Play
Ranking Factor Correlations - Title
Average Rank Median Rank10
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Google Play
On-Metadata: Screenshots
On-Metadata: Screenshots
On-Metadata: Icon
On-Metadata: Description
Off-Metadata: Ratings
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 PlayiOSTitle
Keyword Field
No links
No social
Title
Description
Links count
+1s
Web SEO for Apps
Leveraging The Web For More App Downloads
The Long Tail: Use It
Videos Are Your Friend
Videos Are Your Friend
Videos Are Your Friend
Google App Indexing
Thank You!
Ian SeffermanCEO, MobileDevHQhttp://www.mobiledevhq.com@iseff
