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SEO for Apps

                                                        +
                                                        UpdatedApril 1, 2013
                                                         by SearchMan.com      1
Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
First…Do you know what Apple did last
             summer?




        Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   2
In iOS6, “categories” hidden & harder to
  access




ios 5: “Categories” in menu “categories” hidd
                        ios 6:
                                           3
          Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
“Categories” also harder to use in iOS 6.



                                                                                    3rd

2nd




1st
      In ios-5, only 3 taps needed to access 4
                                             an
            Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
Compare “Categories” in iOS5with iOS6

      2nd                                   3rd                                  4th    5th




1st
        In ios-6, five taps needed, Almost 2x as
                Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   5
Genius debuts, “search” stays on main
menu.




    X
Old: ios 5 – “Search” New: ios 6 – “Search
                                        6
        Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
Search is biggest driver of app
discovery…



                                           Search vs. In-App Ads




        Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   7
Wait. Have we seen this movie before?




Old: ios 5 “categories”                                   New: ios 6 “search”

           Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   8
iOS6 Search: 25 apps/page 1
app/page.




      AppStore Search: ios5  ios6
       Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   9
Opportunity: Rank higher…and beat
   zynga
 Users likely to search longer kw phrases to get best results
 Competing with zynga on “poker” may get you nowhere
 but competing for less competitive longer kw phrases works

                                               Category
                                                                                 Search Ranking
                                               Ranking
            App                             Games –
                                                                                         "poker
                                             Casino                          "poker"
                                                                                         casino"
                                         (Top Grossing)

          21-in-1 Casino
          and Sportsbook                         #212                         #50        #1
  as of SepPoker by iphone, US appStore.
           23, 2012. Zynga                          #2                        #1
                Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
                                                                                          #4
                                                                                                   10
Why are 70% of search queries long tail?
 Users get better search results with descriptive queries
 Marketers see better conversion & face less competition




                        70% of search traffic



                                                             11
comparing
google play store
      with
Apple App Store
        V
  Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.   12
Google play: More apps per Search
results page
   1 app per page                                   7-8 apps per page




     iphone                                              Google play         13
       Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
Google play: Easier to access Deeper
 search results
25 flicks to access app 1 flick to access App #25
                        #25




                                                                                Flick
                   Flick




       iphone                                               Google play                 14
          Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
Google play accessibility: more results
for less effort




                                          15
Google play: returning many more search
      results
Google Might be using synonyms to expand
 queries and recall iPhone
      Query                    Google Play
        restaurants                             8,853 apps                                    17,321 apps
            hotels                                     6,751                                    13,888
           fashion                                     4,372                                    11,515
             poker                                     2,254                                    6,155
           camera                                    11,263                                     19,897
          shopping                                     7,956                                    14,003
             news                                    14,612                                     20,018
US store search results for March 17, 2013
                        Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.                 16
Google Play: spell checker might be
  working better
Example: 100x more results when you
 misspell “calendar”




        iphone                                              Google play         17
          Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
Spell checker: Number of search results
   returned
  Misspelled Query                                   iPhone                                  Google Play
         resteraunt                                    1 app                                 10,523 apps
            hotwls                                          0                                  15,630
            fasion                                     4,537                                   11,127
           pocker                                      2,648                                   16,890
           camara                                        862                                   20,574
          shoping                                      8,231                                   14,411
            newz                                            9                                  19,316
US store search results for March 17, 2013
                       Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.                 18
Google Play: less competition than ios
     app store?
  Similar # of new apps launched per day
  Far fewer developers updating their apps…it’s
   less competitive
  New apps / day


p updates/day

       #apps0          500 1K 1.5K 2K 2.5K 3K
             *US store daily average for the period Feb 18 to March 10, 2013


                Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.   19
But What about Google Play
  Monetization?
Apple has credit card info. Google has tried
 carrier billing
In japan, Carrier billing accelerated
 Monetization




            Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.   20
Summary: google play store seo is a
  good investment
1. User sees more results per page
2. easier for users to access lower ranked
   results
3. synonyms & spelling correction  more
   apps get found
4. Fewer developers updating apps- it’s less
   competitive
5. carrier billing may improve google play
   monetization
6. Search engine optimization for google play is
           Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.   21
How to
                             Get Started

                                                        +

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   22
What SearchMan helps you do…


    ✔


✔


        ✔
        Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   23
SEO for Google Play vs. Apple App store
    No Review Process forGoogle play – can update keywords
     often
    No need for tags or “secret” iTunes keywords in Google Play
    Descriptions count and are important in Google Play
                          Elements                        iOS App Store                     Google Play
Keyword       App Name Keywords                                   High                         High
Relevancy                                                 (Apple suggests<35
                                                                length)
to Search
Engine        Tags                                                High                      Not needed
Algorithm     (Secret iTunes Keywords)                       (100 characters,
                                                           including commas)
              Description Keywords                             Unclear                         Yes
              Keywords in in-store
              reviews & 3rd partyapp                                            Black Box
              review sites
Quantitativ   Downloads (total, velocity)
e factors     Ratings (ave, total, velocity)
that may                                                                        Black box
affect        Revenue (total, velocity)
search        Social Signal (FB, TW, SearchMan&AppGrooves Corp. All Rights Reserved.
                         Copyright 2011-2013 G+)                                                         24
How SearchMan can help you grow
1. Track your performance daily
  A. Visibility score – see how discoverable you are
  B. Search rank tracking
  C. Competitor tracking
2. Improve your keywords regularly
  A. Research and store keywords in “notepad”
  B. Borrow keywords from competing apps
  C. Get re-prioritized keywords in < 30 seconds
3. Update often. SEO is not “fire and forget”
   weapon
4. Rinse. Repeat.
             Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.   25
To make it painless for new users…




       Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.   26
Thanks
   more in-depth guides at
searchman.com/how-it-works/
email: team@searchman.com
       Search the App Store on SearchMan




 it’s more productive than hanging out on Facebook
         Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.   27

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SearchMan Mobile Search Presentation at FOUND

  • 1. SEO for Apps + UpdatedApril 1, 2013 by SearchMan.com 1 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
  • 2. First…Do you know what Apple did last summer? Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 2
  • 3. In iOS6, “categories” hidden & harder to access ios 5: “Categories” in menu “categories” hidd ios 6: 3 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
  • 4. “Categories” also harder to use in iOS 6. 3rd 2nd 1st In ios-5, only 3 taps needed to access 4 an Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
  • 5. Compare “Categories” in iOS5with iOS6 2nd 3rd 4th 5th 1st In ios-6, five taps needed, Almost 2x as Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 5
  • 6. Genius debuts, “search” stays on main menu. X Old: ios 5 – “Search” New: ios 6 – “Search 6 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.
  • 7. Search is biggest driver of app discovery… Search vs. In-App Ads Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 7
  • 8. Wait. Have we seen this movie before? Old: ios 5 “categories” New: ios 6 “search” Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 8
  • 9. iOS6 Search: 25 apps/page 1 app/page. AppStore Search: ios5  ios6 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 9
  • 10. Opportunity: Rank higher…and beat zynga  Users likely to search longer kw phrases to get best results  Competing with zynga on “poker” may get you nowhere  but competing for less competitive longer kw phrases works Category Search Ranking Ranking App Games – "poker Casino "poker" casino" (Top Grossing) 21-in-1 Casino and Sportsbook #212 #50 #1 as of SepPoker by iphone, US appStore. 23, 2012. Zynga #2 #1 Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. #4 10
  • 11. Why are 70% of search queries long tail?  Users get better search results with descriptive queries  Marketers see better conversion & face less competition 70% of search traffic 11
  • 12. comparing google play store with Apple App Store V Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 12
  • 13. Google play: More apps per Search results page 1 app per page 7-8 apps per page iphone Google play 13 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
  • 14. Google play: Easier to access Deeper search results 25 flicks to access app 1 flick to access App #25 #25 Flick Flick iphone Google play 14 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
  • 15. Google play accessibility: more results for less effort 15
  • 16. Google play: returning many more search results Google Might be using synonyms to expand queries and recall iPhone Query Google Play restaurants 8,853 apps 17,321 apps hotels 6,751 13,888 fashion 4,372 11,515 poker 2,254 6,155 camera 11,263 19,897 shopping 7,956 14,003 news 14,612 20,018 US store search results for March 17, 2013 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 16
  • 17. Google Play: spell checker might be working better Example: 100x more results when you misspell “calendar” iphone Google play 17 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved.
  • 18. Spell checker: Number of search results returned Misspelled Query iPhone Google Play resteraunt 1 app 10,523 apps hotwls 0 15,630 fasion 4,537 11,127 pocker 2,648 16,890 camara 862 20,574 shoping 8,231 14,411 newz 9 19,316 US store search results for March 17, 2013 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 18
  • 19. Google Play: less competition than ios app store? Similar # of new apps launched per day Far fewer developers updating their apps…it’s less competitive New apps / day p updates/day #apps0 500 1K 1.5K 2K 2.5K 3K *US store daily average for the period Feb 18 to March 10, 2013 Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 19
  • 20. But What about Google Play Monetization? Apple has credit card info. Google has tried carrier billing In japan, Carrier billing accelerated Monetization Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 20
  • 21. Summary: google play store seo is a good investment 1. User sees more results per page 2. easier for users to access lower ranked results 3. synonyms & spelling correction  more apps get found 4. Fewer developers updating apps- it’s less competitive 5. carrier billing may improve google play monetization 6. Search engine optimization for google play is Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 21
  • 22. How to Get Started + Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 22
  • 23. What SearchMan helps you do… ✔ ✔ ✔ Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 23
  • 24. SEO for Google Play vs. Apple App store  No Review Process forGoogle play – can update keywords often  No need for tags or “secret” iTunes keywords in Google Play  Descriptions count and are important in Google Play Elements iOS App Store Google Play Keyword App Name Keywords High High Relevancy (Apple suggests<35 length) to Search Engine Tags High Not needed Algorithm (Secret iTunes Keywords) (100 characters, including commas) Description Keywords Unclear Yes Keywords in in-store reviews & 3rd partyapp Black Box review sites Quantitativ Downloads (total, velocity) e factors Ratings (ave, total, velocity) that may Black box affect Revenue (total, velocity) search Social Signal (FB, TW, SearchMan&AppGrooves Corp. All Rights Reserved. Copyright 2011-2013 G+) 24
  • 25. How SearchMan can help you grow 1. Track your performance daily A. Visibility score – see how discoverable you are B. Search rank tracking C. Competitor tracking 2. Improve your keywords regularly A. Research and store keywords in “notepad” B. Borrow keywords from competing apps C. Get re-prioritized keywords in < 30 seconds 3. Update often. SEO is not “fire and forget” weapon 4. Rinse. Repeat. Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 25
  • 26. To make it painless for new users… Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 26
  • 27. Thanks more in-depth guides at searchman.com/how-it-works/ email: team@searchman.com Search the App Store on SearchMan it’s more productive than hanging out on Facebook Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 27