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App Store Optimization: The What, The Why, The How: Ian Sefferman Ceo, Mobiledevhq

App Store Optimization (ASO) is the process of optimizing an app's metadata and marketing to increase discoverability and downloads from app stores. ASO is similar to search engine optimization (SEO) but also includes factors like app ratings, reviews, and placement in top charts. Mobile usage is increasingly dominated by apps, with over 65% of consumers discovering apps through app stores. Case studies show that optimizing an app's metadata like keywords, screenshots, and description can significantly increase its downloads. The top components of ASO include on-metadata factors like title, keywords, and screenshots, as well as off-metadata factors like ratings, reviews, and social media promotion. While the principles are similar, ASO tactics differ

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39 views32 pages

App Store Optimization: The What, The Why, The How: Ian Sefferman Ceo, Mobiledevhq

App Store Optimization (ASO) is the process of optimizing an app's metadata and marketing to increase discoverability and downloads from app stores. ASO is similar to search engine optimization (SEO) but also includes factors like app ratings, reviews, and placement in top charts. Mobile usage is increasingly dominated by apps, with over 65% of consumers discovering apps through app stores. Case studies show that optimizing an app's metadata like keywords, screenshots, and description can significantly increase its downloads. The top components of ASO include on-metadata factors like title, keywords, and screenshots, as well as off-metadata factors like ratings, reviews, and social media promotion. While the principles are similar, ASO tactics differ

Uploaded by

NaveenGoyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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App Store Optimization:

The What, The Why, The How

Ian Seerman
CEO, MobileDevHQ

Introduction
Email Marketing

SEO / ASO

Introduction

2009-2010

2011

2012-

The
What

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.

But Wait, Theres More

The app stores are dierent


Thus, ASO also includes: Top Charts,
icons, screenshots, ratings, reviews, etc.

A Harmonious Relationship
Just like SEO, the best ASO is a full,
well-rounded, marketing strategy.
Search
Rankings
Downloads

Downloads

Top Charts

The
Why

Mobile Is Eating The Web


Mobile Trac as a Percentage of Global Internet Trac
35
30
25
20
15
10
5
0

May,
2008

May,
2009

Source: Mary Meeker, KPCB, May, 2013

May,
2010

May,
2011

May,
2012

May,
2013

May,
2014(E)

Apps Are Eating Mobile


Percentage of Mobile Time Spent In Apps

80

Source: Flurry Blog, April, 2013

Consumer App Discovery


Percentage of Consumers Who Find Apps Through ASO

65

Source: Forrester, via TechCrunch, April 2013

Does ASO Work?


Case Study: Survival Simulation Game iPhone App
10

Low Downloads, except


New & Noteworthy

9
8
7
6

Title

5
4
3

Keywords

2
1
0
Pre-change

Post-change

Screenshots

Does ASO Really Work?


Case Study: Childrens iPhone App
6000

Keyword Research
5000
4000

Focus on more targeted


keywords, low diculty,
higher volume.

3000
2000

Only change was Keyword


field.

1000
0
Pre-change

Post-change

The
How

Components of ASO

On-Metadata ASO

O-Metadata ASO

On-Metadata: Keywords

On-Metadata: Title

On-Metadata: Screenshots

On-Metadata: Screenshots

On-Metadata: Icon

On-Metadata: Description

O-Metadata: Ratings

O-Metadata: Reviews

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

O-Metadata: Social

iOS vs Google Play


A Cultural Dierence

iOS vs Google Play


Tactical Dierences

iOS

Google Play

Title

Title

Keyword Field

Description

No links

Links count

No social

+1s

iOS vs Google Play


Ranking Factor Correlations - Ratings

iOS vs Google Play


Ranking Factor Correlations - Ratings

iOS vs Google Play


Ranking Factor Correlations - Title
15
14
13
12
11
10
Average Rank

Median Rank

iOS

iOS vs Google Play


Ranking Factor Correlations - Title
15
14
13
12
11
10
Average Rank

Median Rank

Google Play

Thank You!

Ian Seerman
CEO, MobileDevHQ
http://www.mobiledevhq.com
@ise

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