App Store Optimization By MobileDevHQ (for SMX East)

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App Store Optimization: The What, The Why, The How Ian Seerman CEO, MobileDevHQ
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    11-Sep-2014
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This is the presentation our CEO, Ian Sefferman, gave at SMX East. It is an overview on ASO (App Store Optimization) and gives you the What, the Why and the How of ASO.

Transcript of App Store Optimization By MobileDevHQ (for SMX East)

Page 1: App Store Optimization By MobileDevHQ (for SMX East)

App Store Optimization: The What, The Why, The How

Ian Sefferman CEO, MobileDevHQ

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Introduction

Email Marketing

SEO / ASO

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Introduction

2009-2010 2011 2012-

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The What

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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.

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But Wait, There’s More…

The app stores are different… Thus, ASO also includes: Top Charts, icons, screenshots, ratings, reviews, etc.

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A Harmonious Relationship

Just like SEO, the best ASO is a full, well-rounded, marketing strategy.

Search Rankings

Downloads

Top Charts

Downloads

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The Why

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Mobile Is Eating The Web

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Mobile Traffic as a Percentage of Global Internet Traffic

Source: Mary Meeker, KPCB, May, 2013

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Apps Are Eating Mobile

Percentage of Mobile Time Spent In Apps

Source: Flurry Blog, April, 2013

80 %

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Consumer App Discovery

Percentage of Consumers Who Find Apps Through ASO

Source: Forrester, via TechCrunch, April 2013

65 %

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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

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Does ASO Really Work?

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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.

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The How

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Components of ASO

On-Metadata ASO Off-Metadata ASO

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On-Metadata: Keywords

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On-Metadata: Title

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On-Metadata: Screenshots

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On-Metadata: Screenshots

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On-Metadata: Icon

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On-Metadata: Description

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Off-Metadata: Ratings

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Off-Metadata: Reviews

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Off-Metadata: Links

Getting people to write about your app improves your search rankings in the Play store. - Google I/O, June 2012

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Off-Metadata: Social

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iOS vs Google Play

A Cultural Difference

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iOS vs Google Play

Tactical Differences

Google Play iOS Title Keyword Field No links No social

Title Description Links count +1s

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iOS vs Google Play

Ranking Factor Correlations - Ratings

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iOS vs Google Play

Ranking Factor Correlations - Ratings

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iOS vs Google Play

Ranking Factor Correlations - Title

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Average Rank Median Rank

iOS

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iOS vs Google Play

Ranking Factor Correlations - Title

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Average Rank Median Rank

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Thank You!

Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff