ASO Barcamp 2 - Debunking App Store Optimization (ASO) Myths - Ryan Kelley, Gummicube
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Transcript of ASO Barcamp 2 - Debunking App Store Optimization (ASO) Myths - Ryan Kelley, Gummicube
DOMAIN AUTHORITY + LINKING DOMAINS SNAPSHOT
Metric*Vashi
(www.vashi.com)77 Diamonds
(www.77diamonds.com)Stevenstone
(www.stevenstone.co.uk)Rare Pink
(www.rarepink.com)
Domain Authority 42 45 32 35
Referring Domains 520 744 204 143
Considering selected direct competitors, Vashi takes second place, both from the Domain Authority as well as Referring Domains perspective. 77 Diamonds have highest metrics, although there is only a 3 point difference in DA value between them and Vashi.
* Both metrics were last updated in August 2015
Myth Buster
Mythbusters: Debunking App Store Optimization Myths
Ryan Kelley,Sales & Marketing (EMEA)Gummicube, Inc
Find Your Mobile Audience
My ASO JourneyPersonally published 100s of iOS and Android applications
More than 500,000 downloads
Tested every ASO tool and theory for YEARS
Repeat 5 keywords 5 times in GP descriptions
Target high search volume low competition keywords
Use hyphens to index 3 keywords
Use English in Spanish KW field
Exact match/ partial match titlesGuess!?
Moment of TruthOpened an ASO agency which relied heavily on keyword tools
Clients were performance based and difficult to support
The biggest phenomenon of all time
Flappy Bird
Reported as having LOW VOLUME
The ASO landscape was changing and what worked 3 months ago didnt work anymore
The Search Was On!Needed more efficient and accurate software and data to
make more informed decisions
Joined Gummicube within 30 days of meeting the team
Gummicube Fact SheetThe Company
Founded in 2011 by Dave Bell & Anh Nguyen
Mobile Veterans with 4X Mobile Startup Experience
Market LeadershipThe Business
Global Big Data Analytics for Mobile & App Stores
Mobile Marketing Platform & Proprietary Market Data
Software with Service Full Service Business Model
Supporting All Stores
Best In Class Clients
The Best Technology paired with world class service and support
Proprietary Software DashboardApp Store Optimization
Market Trends for the App StoresBehavioral & Search Data
..and more
HQ in Silicon Valley Offices in Germany, Seoul
Mobile Altered User BehaviorUsers%See%The%World%Through%the%Prism%of%Their%Most%Used%Device
Mobile'devices'are'On'The'Go'and'On'Demand
The'same'audience'has'different'needs'in'mobile'vs.'PC= Less'Storage= Smaller'Screens= More'Social= Location'Based
Users'are'being' trained'as'mobile'first'audience
Do you know your mobile audience?
Mobile Data is CRITICAL
User behavior Search semantics Trends Competitors Search Algorithms
Competitors
TrendsUser Feedba
ck
Algorithm
Rank
ings
Mobile Differs from Web
You cant rely on web search trends or behavioral data!
Even Technicals are Different
Declared Keywords
Title Field - 255 characters
Keywords & Title matter most in Apple algorithm
Description used to manually validate KWs
User reviews give unfair advantage in KW ranking
Undeclared Keywords
Title Field - 30 characters
Description & Title matter most in Google algorithm
Structure of description is critical to success in GP
Backlinks & Social to GP page give unfair advantage
Why Focus on ASO?Mobile has matured beyond CPI
Tapping into organic app traffic while strategizing your organic mobile app marketing is a defendable position
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So Much BAD ADVICE ASO Tools Dont Do ASO - They were built on the back of the
Google KW Planner and use mostly web data
Consultants Dont Have Scale - Working on dozens of apps vs. entire store is like the difference between weather and climate
Self Preservation - Advice is based on what the writers could historically support with their technology; not best practices
It is a disconnected system of misinformation
Myth #1 - All About KeywordsKeyword Search Results
App Store Page
Click Through Rate (CTR)
Downloads
Monetization
KW Optimization Factors
Myth #2 - One and Done App Store Optimization is iterative and
requires ongoing efforts to succeed
Variables change with new apps, trends, seasons, OS features and new hardware
Keyword dilution happens daily as 5,000 apps are added to stores daily
Icons & Screenshots grow stale over time and user behavior changes at a rapid pace
Weather = Short Term(Like CPI)
Climate = Long Term (Like ASO)
CPI and ASO require different approaches
Myth #3 - Buy Your Way To SuccessChart Boosting Buying quick burst of downloads to rank higher
PPI - Pay Per Install Cost upwards of $2.50/install in top markets
Brand Marketing Good TV, Radio, Print costs millions
ROIPaying to maintain chart ranking is not ASO and has less value over time
Important for Retailers - 66% of digital retail in mobile
Top Shopping Trends in Mobile - Daily Deals - Discounts & Coupons - Hyper-Local
Cartwheel drives users to mCommerce & Stores 30%-40% more search volume than Target brand
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Myth #4 - Brand Recognition is Enough!
Myth #5 - Web and Mobile Are Similar
Web Trends Are Not Mobile Trends
Search Algorithms Are Different
Consumer Behavior Is Different
Not The Right Structure OR Data
GENERIC KW TOOLS
In Summary1. Optimize your entire organic funnel.
2. ASO is like the climate and is a long term strategy.
3. ASO drives down UA costs.4. Your web customers are not the same as
your mobile customers.
5. Web and mobile use different datasets.
Thank You!Ryan KelleySales & Marketing (EMEA)Gummicube, [email protected]
Trusted by 1000s of Partners
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