1) The document discusses changes Apple made to the iOS app search and discovery features in iOS 6, making app categories harder to access and search results more limited.
2) It then compares the Apple App Store search to the Google Play Store, finding that Google Play returns more search results per page, makes deeper search results easier to access, and may use techniques like synonym expansion and spell checking to improve search visibility.
3) Finally, it argues that search engine optimization is still important for the Google Play Store, and that SearchMan's tools can help developers track search performance, improve their app's keywords, and increase discovery on the Google Play Store.
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
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.
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