app store optimization by mobiledevhq (for smx east)
Post on 11-Sep-2014
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DESCRIPTION
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
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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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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
Google Play
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Thank You!
Ian Sefferman CEO, MobileDevHQ http://www.mobiledevhq.com @iseff