app store optimization - smx munich - emily grossman
TRANSCRIPT
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App Store Optimization
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Growth in Smartphone Ownership
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http://techcrunch.com/2015/01/27/apple-q1-2015/
Hardware Sales
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http://moz.com/blog/top-three-inbound-marketing-strategies-for-mobile-apps
Cumulative App Downloads from the Apple App Store in Billions (June ‘08 – ’14)
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Smartphone Users FREQUENTLY Download Apps
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Most Users Find
Apps in the App Stores
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Most Users Find Apps in the App StoresMost Users Find
Apps in the App Stores
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App Store Optimization vs. App Search Optimization
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“What makes an app rank well in the App Store (iOS) or Google
Play Store (Android)?”
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2 Components To App Store Optimization:
Meta Data
• Title
• Category
• Description (Google Play)
• Keywords (App Store)
[TEXT]
35%Performance & Engagement
• Downloads (Volume and Velocity)
• Star Ratings and Reviews
• Freshness
65%
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APP TITLES
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App Title
App Bundle DisplayName (“Label Attribute” on Android)
iTunes ConnectTitle (matchesApp Bundle Name)
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Important Keywords in the App Title(App Store Especially)
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Rankings Increase
with Keywords
in the Title
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Kayak is installed on this device
Spotlight for iOS will Crawl App Titles - Even On Installed Apps -
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Google’s New “Apps” Universal Highly Correlated with Exact Match Keywords in Title
Google Play Store Titles
App Store Titles
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Be Descriptive
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Don’t be Spammy
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CATEGORIES
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Categories Provide
Keyword Value
(Especially the Primary Category)
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Pandora ranks #1 in the Music category, but only #8 in the US store.
Categories Provide A Less Competitive
Ranking Environment
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With a Well
Chosen Category, We Get These
Users, Too
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1. Identify Categories
2. Collect Data
3. Graph Results
4. Repeat
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1. Identify Categories
2. Collect Data
3. Graph Results
4. Repeat
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1. Identify Categories
2. Collect Data
3. Graph Results
4. Repeat
0
10
20
30
40
50
60
70
80
1 2 3 4
Ove
rall
Sto
re R
ank
Category Rank
SocialNetworking
Music
Most competitive
Least competitive
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1. Identify Categories
2. Collect Data
3. Graph Results
4. Repeat
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Categories
1 category 2 categories:- 1 primary- 1 secondary
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KEYWORDS (APP STORE ONLY)
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Keyword Research
• Competitor Research (SensorTower, MobileDevHQ)
• Google Keyword Tool
• Your Google Analytics Data
• “Related searches” on iOS 8
• Translations (http://bit.ly/localized-keywords)
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Picking Keywords: Traffic vs. Competition
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Traffic vs. Competition
YES!
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Traffic vs. Competition
YIKES!
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Remember: On Mobile,
a Higher Ranking is
Even MORE Important
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“The App Store equivalent to
the second page of Google is any
app ranked greater than 15”
-MobileDevHQ
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Traffic vs. Competition
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Keyword Research
• Competitor Research (SensorTower, MobileDevHQ)
• Google Keyword Tool
• Your Google Analytics Data
• “Related searches” on iOS 8
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100 Characters of Comma-Separated Keywords
Don’t do this:
the, quick, brown, fox, jumped, over, the, lazy, dog
Do this:
the,quick,brown,fox,jumped,over,the,lazy,dog
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Don’t…
…add extra spaces after commas
…repeat keywords in the Title
…repeat keywords in the Categories
…repeat keywords in the Developer Name
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DESCRIPTIONS
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Description crawled for keywords
Description NOT crawled for keywords in App Store search
Descriptions – App Store vs. Google Play
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Descriptions ALSO
Crawled in Google Web
Search
Note that the descriptive title contributes to the App Store listing ranking in Google!
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These are Web Pages, So Avoid Duplicate Content!
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Include Google Search Terms in Description
• APP NAME
• APP DESCRIPTION
• iOS/ iPad/ iPhone
• Android/ Android Phone/ Android Tablet
• Relevant search terms
• Relevant brand variations
• List content in the app
+ “app” or “game”
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DOWNLOAD VOLUME & VELOCITY
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Apps With More
Downloads Rank Higher
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Download Velocity
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Use Paid + Organic Together to Drive Downloads
“For every 2 PAID downloads, your app will
generate on average 3 ORGANIC downloads.”
Ian Sefferman (@iseff)
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Use Paid + Organic Together to Drive Downloads
“For every 2 PAID downloads, your app will
generate on average 3 ORGANIC downloads.”
Ian Sefferman (@iseff)
*
*downloads acquired from paid channels,not download bots or install farms
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Don’t be Spammy
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RATINGS AND REVIEWS
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75% of the top 1000
apps have 4+ star rating
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The higher you move
up the rankings
ladder, the more app
star ratings matter.
When Apple started factoring ratings & reviews in the search algorithm. High rated apps got a ranking boost, low rating apps suffered a ranking loss.
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Volume of
Ratings/ Reviews
Also Important
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Google’s New “Apps” Universal Highly Correlated with Star Ratings in App Stores
3.5 +
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Start Getting More 5-Star Reviews!
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Technical & UX Improvements
Tech/ User Experience Change Goes Live
App Changed Rank from 1,112 to 262 Very Quickly
App Moved into US Over-All Ranking Instead of Just Category Rankings
57
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Asking for Reviews
Music App Day One App iTV App
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If a user selects this option, Tinder does not ask them to review the app
Preventing Users from
Leaving Negative Reviews
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Even BETTER: Let Unhappy Users Seek Help Anywhere BUT the App Store
Source: http://dancounsell.com/articles/prompting-for-app-reviews
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Pick the Right Moment
• Never ask on launch
• Pick a moment when the user has completed their primary task with the app
• Pick a moment when the user feels accomplished
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FRESHNESS
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Update Apps Frequently to Maintain Your “Freshness” Booster
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Update Apps Frequently to Maintain Your “Freshness” Booster
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THE FUTURE OF APP SEARCH
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App Store Optimization vs. App Search Optimization
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Right now, Google is Pulling the App Meta Data for the Apps Universal
Google Play Store Titles
App Store Titles
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Most Users Find Apps in the App StoresMost Users Find
Apps in the App Stores
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Most Users Find
Apps in the App Storesin Google
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Google is Indexing Android Apps(with Deep Linking)
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And Google May Be Gearing up to Index iOS Apps with Deep Links Soon
Justin Briggs (@JustinRBriggs)
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The Future of App Search May Look More Like a Mobile Web Search with Deep Links…
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The Future of App Search May Look More Like a Mobile Web Search with Deep Links…
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Best Plan for Success…
Optimize for App Stores
Optimize for Apps Universal
Optimize Mobile Web
Add Deep Linking
Today’s Talk
Store Titles & Ratings
Mobile SEO
bit.ly/app-indexed
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Danke schön!
Emily Grossman, Mobile Marketing Specialist, MobileMoxieTwitter: @goutaste Email: [email protected]/mobilemoxie