Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb
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Transcript of Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Competitive Mobile Analysis for your App Optimization Strategy
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA
I SHARE
@ALEYDA
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
App store discoverability has challenges, from the non-friendly UI
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
To consumption ones
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
App stores rankings are still “basic”… but fundamental to obtain in-store search visibility
http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319
https://www.apptweak.com/learn/why-aso-is-not-seo-but-looks-like-it
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
… the integration with Google’s Web Search & other referrers also provide more opportunities though
http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319 http://googlewebmastercentral.blogspot.com/2015/04/
drive-app-installs-through-app-indexing.html
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
It’s fundamental to verify the status of these app optimization factors vs. your competitors
APP TITLE OPTIMIZATION
ASSIGNED APP CATEGORY
APP DESCRIPTION
KEYWORDS
DEVELOPER ACCOUNT
DOWNLOADS VOLUME & VELOCITY
RATING SENTIMENT &
VOLUME
REVIEWS RATINGS & VOLUME
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
as well as other competitive mobile app traffic, downloads & usage behavior in a competitive analysis
KEYWORDS TO FOCUS IN-STORE & WEB SEARCH
IN & OUT STORE TRAFFIC SOURCES TO
LEVERAGE
APP CONTENT TO PRIORITIZE
CROSS-PROMOTIONAL ACTIONS TO
DEVELOP
APP INDEXING VISIBILITY
OPPORTUNITY
COMPETITORS OPTIMIZATION
STATUS & STRATEGY
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
… that should drive your aligned mobile Web & app optimization strategy to maximize your visibility
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Let’s identify them by asking a few questions that can be easily answer with SimilarWeb + your own data
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which are your top competitors per country in your related categories in the Apple Store & Google Play?
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which are those apps trending-up?
Select the top ones which are direct competitors targeting your same audience
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which keywords are the most used in your app category across your countries?
Download, segment between brand & non-branded & compare with your SEO keywords
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which are the top apps ranking & rating behavior in the latest months vs. yours?
What’s the average rating of the top apps in each store? Which is going up? What’s their volume of installs and the
one you could expect if you have their visibility?
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
… and the loyalty across them? Which apps have the lowest churn & best usage behavior?
Do the ones with the highest loyalty coincide with the one with highest traffic?
How does the usage compares with yours?
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Install and test the app experience of the ones with the highest loyalty
Identify their design, notification, messaging &
functionalities patterns that increase their engagement & you can leverage with
your own app
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which are the top app country markets that these apps are also targeting?
Are these apps targeting additional markets that you’re not and where it would be easier and less competitive to achieve more visibility and results?
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which day of the week & time in the day are the ones with highest usage for the apps?
Take these into consideration for your communications, offers & campaigns
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Where do the apps in-store traffic come from vs. yours?
Identify the top external traffic drivers and which apps are making the most out of them… to analyze what each is doing.
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which keywords are used to drive traffic in store to the apps?
Identify the keywords that are big traffic drivers but that less
competitors are targeting
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which other apps are ranking for these top relevant keywords?
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Identify how the apps ranking better for the top keywords are optimizing towards them
You can use app optimizers like AppTweak… take this into consideration to optimize your
own app towards the identified keywords
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
… and the external traffic sources?
Identify the top external traffic drivers and which apps are making the most out of them… to analyze what each is doing and it’s worthy for you to leverage them
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Where do external referrals come from in each app store?
Identify if these are their own Websites or external sources where it would be relevant to
establish a collaboration or get coverage.
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Check how the top third-party referrers are including the apps with highest traffic
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
… and how they’re also leveraging their own Website app landing page to rank and refer
Identify the opportunities to target these keywords (adding the permutations: apps, reviews, for Android or iPhone, etc.) with your own Website app landing
page, besides those related to your own brand.
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Prioritize app reviews sites if listed as a referrer as it’s more straightforward to be included
https://spacechimp.io/the-ultimate-list-of-app-review-websites/
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
… and from which search engines are they getting traffic?
Identify the Apps that are leveraging search engines as
a traffic source
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which are the top keywords that users are searching with from these search engines?
Identify & compare the keywords used to search for Android & iOS apps
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
How are your competitors ranking for these keywords? With which type of content & result?
Use the Chrome Web Developer Tools Mobile Emulation to see the app result types and
how the apps are ranking there… use this for your own apps.
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
For which of these keywords is Google showing app indexed results? Which of your competitors are using it?
https://developers.google.com/app-indexing/introduction?hl=en
Identify opportunities to start app indexing for Android as a priority
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Which are other related keywords searched from mobile devices in Google that you can target?
Use the Google Keyword Planner “Breakdown by
Device” segment, prioritize this content for app indexing
http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
If you’re app indexing: Which are the keywords that are already bringing visibility but low CTR to optimize?
Identify which content is ranking towards these keywords and how
it can be optimized to rank better and a higher CTR
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
KEYWORDS TO FOCUS IN-STORE & WEB SEARCH
TRAFFIC SOURCES TO
TARGET
APP CONTENT TO PRIORITIZE
CROSS-PROMOTIONAL ACTIONS TO
DEVELOP
APP INDEXING
QUERIES TO TARGET
COMPETITORS TO MONITOR
Use all this information as an input to define a strategic mobile app optimization plan
AREAS OF APPS TO
OPTIMIZE WITH KEYWORDS
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
It’s time to grow your app traffic, downloads & usage!
#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti
Thank you! Questions?