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ASO (App Store Optimization) is the new SEO- Insights on Best Practices

NYC Huddle

November 21st, 2013
helping you succeed in the business of mobile apps

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

2
GARY YENTIN, CEO & Founder, App-Promo
• 

Gary Yentin is a senior mobile executive,
with over fifteen years of experience
managing strategy sales, product,
marketing, operations, and technology for
established media entertainment, and
technology companies.

• 

For the last ten years Gary has focused on
mobile technologies, including content
development and distribution having
worked for m-Qube in the capacity of
Vice President, and mobile advertising
having worked with Admob, Enpocket,
Nokia, Quattro and Jumptap.

• 

In the last three years, Gary has focused
on the business of mobile applications,
discovery, distribution and monetization
and is CEO and Founder of the award
winning agency- www.app-promo.com.

• 

Follow him @Apppromo or find him at
http://www.linkedin.com/in/gyentin

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

3
The	
  app	
  discovery	
  problem	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  0.1%	
  	
  get	
  >	
  50%	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Apps	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Download	
  	
  

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

4
•  In this huddle you will learn the top secrets of
ASO (App Store Optimization) which will help
your clients in the app discovery and
download

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

5
The Discoverability Challenge

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

6
The Discoverability Challenge
•  Consumers have downloaded more than 70 Billion apps
between 2008 and 2013, but experts estimate that half of
the business goes to only 0.1 percent of available apps
•  Nearly 1.5 billion apps get added to devices every month
and 1 in 4 apps are never used again
•  53 percent of app shoppers learn about products in app
stores	
  

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

7
The Discoverability Challenge
Options for app developers
1.  Marketing tools that enable e-commerce and push their
products via social media and help accomplish their marketing
tasks
2.  Distribution platforms that push apps with certain themes or mega
portals (Android) to bypass app stores
3.  Recommendation algorithms that tie app marketing to the
information that consumers and their friends reveal online
4.  Search engines that scour the app store by topic and keywords

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

8
App Stores
Current Market Snapshot

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

9
Current State of Search – App Stores
Search is one of the most important features in an app
store, and there is no doubt that all of the providers are
spending a considerable effort on optimizing the
search engines built into their app stores.

Many of these efforts remain hidden from the
customer, while basic user-centric search
functionality is not supported -- even from
companies experienced in search as Google

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

10
Current State of Search – App Stores

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

11
Current State of Search – App Stores

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

12
•  The Google Play Store rankings are based on
downloads and search criteria, implying that
to reach a No.1 status entirely on downloads
does not apply.
•  The second most search website after Google
is YouTube so creating a promo video is key to
success in search and discovery.

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

13
Top Search Queries Categories
Games

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

14
ASO Mobile Games

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

15
ASO Mobile Games

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

16
ASO Basic 101 Tutorial

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

17
App Store Optimization Basics

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

18
In Search of (ASO)
App Store Optimization	
  

App Store Optimization (ASO) is an
Offshoot of search engine optimization	
  	
  
The art of making apps rank in both
Popularity lists and Search results
within their respective app stores

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

19
App Store Optimization
ASO
Optimization is a three –step process
1.  Pick the keywords that best identify an app
2.  Incorporate those keywords into the app’s title and description
3.  Convert shoppers who reach positively to those keywords

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

20
App Store Optimization Basics

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

21
Icons/ Icons/Icons

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

22
Screen Shots

• 

Screenshots need to be more than just screenshots

• 

Advertising copy can be really helpful

• 

Treating screenshots like a stop-motion commercial can be powerful

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

23
Keywords/Meta Data/Tags
•  Search app stores to identify marketable keywords and the
incorporate them into app titles and descriptions
•  Draft titles and descriptions that sound natural and differentiate
the app from others. Avoid competitive and genetic keywords
•  Keywords are like hashtags on Twitter. Do not use them any more
then necessary and do not force them
•  If a new app works in conjunction with another consider including
the name of the second app in the title field of the other one
•  Create compelling visuals including the icon and the logo
ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

24
App Title

For App Search
Title is Important
Use Keywords : Lyrics, Bike Race Free
ASO (App Store Optimization) is the new SEO- Insights on Best Practices

App Store has
shortened
viewing space for
App Title
www.app-promo.com

25
App Description
DO
Explain what game does first 2 lines
Use Bullet Points/Keep it Simple
Important for Conversation
DONTS
Don’t brag how good your game is
how much consumer love it

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

26
Ratings and Reviews
Ratings Are a Minimum Requirement
New users don’t understand if your game is
any good as only the most positive ratings are
a meaningful signal to users
Internal and External Reviews
•  More and More reviews important from ASO
•  Ask for review
•  Prompt users for feedback so users can
convey any problems before they post a
negative review
* Ratings are seen by a searcher in device*
ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

27
App Store Goals
In the App Stores
•  Get Found
•  Rank Higher
Search Engine Results Page
•  Rank higher with your App Store Page
Conversion Rate
•  App Details/App Store Page-------! Download

20% Uplift in Organic Installs

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

28
App Store Challenges
Limited Data
•  No real algorithms
•  Keyword search volume in the App Stores
Trial and Error
•  OS, category, countries, languages
•  Resources
Measurement
•  Isolated campaigns, impact of other marketing
•  Immature Analytic Tools

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

29
App Store Optimization
New Tactics

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

30
Use of links in Google Play Texts

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

31
Google Play Texts -Summary
•  Cross Promotion of your App Portfolio
•  Valid Back links to App landing pages, social accounts
•  Use complete links (http & https)
•  Works for web & mobile view
•  Update text regularly
•  Clickable: in mobile view only

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

32
For Further Information

ASO (App Store Optimization) is the new SEO- Insights on Best Practices

www.app-promo.com

33
contact us
Mobile: 416-464-2223
Email: gary@app-promo.com
Web: www.app-promo.com
Twitter: @AppPromo
Facebook: www.facebook/apppromo

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@Apppromo #NYCHuddle = ASO is the new SEO

  • 1. ASO (App Store Optimization) is the new SEO- Insights on Best Practices NYC Huddle November 21st, 2013
  • 2. helping you succeed in the business of mobile apps ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 2
  • 3. GARY YENTIN, CEO & Founder, App-Promo •  Gary Yentin is a senior mobile executive, with over fifteen years of experience managing strategy sales, product, marketing, operations, and technology for established media entertainment, and technology companies. •  For the last ten years Gary has focused on mobile technologies, including content development and distribution having worked for m-Qube in the capacity of Vice President, and mobile advertising having worked with Admob, Enpocket, Nokia, Quattro and Jumptap. •  In the last three years, Gary has focused on the business of mobile applications, discovery, distribution and monetization and is CEO and Founder of the award winning agency- www.app-promo.com. •  Follow him @Apppromo or find him at http://www.linkedin.com/in/gyentin ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 3
  • 4. The  app  discovery  problem                                0.1%    get  >  50%                                Apps                      Download     ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 4
  • 5. •  In this huddle you will learn the top secrets of ASO (App Store Optimization) which will help your clients in the app discovery and download ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 5
  • 6. The Discoverability Challenge ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 6
  • 7. The Discoverability Challenge •  Consumers have downloaded more than 70 Billion apps between 2008 and 2013, but experts estimate that half of the business goes to only 0.1 percent of available apps •  Nearly 1.5 billion apps get added to devices every month and 1 in 4 apps are never used again •  53 percent of app shoppers learn about products in app stores   ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 7
  • 8. The Discoverability Challenge Options for app developers 1.  Marketing tools that enable e-commerce and push their products via social media and help accomplish their marketing tasks 2.  Distribution platforms that push apps with certain themes or mega portals (Android) to bypass app stores 3.  Recommendation algorithms that tie app marketing to the information that consumers and their friends reveal online 4.  Search engines that scour the app store by topic and keywords ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 8
  • 9. App Stores Current Market Snapshot ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 9
  • 10. Current State of Search – App Stores Search is one of the most important features in an app store, and there is no doubt that all of the providers are spending a considerable effort on optimizing the search engines built into their app stores. Many of these efforts remain hidden from the customer, while basic user-centric search functionality is not supported -- even from companies experienced in search as Google ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 10
  • 11. Current State of Search – App Stores ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 11
  • 12. Current State of Search – App Stores ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 12
  • 13. •  The Google Play Store rankings are based on downloads and search criteria, implying that to reach a No.1 status entirely on downloads does not apply. •  The second most search website after Google is YouTube so creating a promo video is key to success in search and discovery. ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 13
  • 14. Top Search Queries Categories Games ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 14
  • 15. ASO Mobile Games ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 15
  • 16. ASO Mobile Games ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 16
  • 17. ASO Basic 101 Tutorial ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 17
  • 18. App Store Optimization Basics ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 18
  • 19. In Search of (ASO) App Store Optimization   App Store Optimization (ASO) is an Offshoot of search engine optimization     The art of making apps rank in both Popularity lists and Search results within their respective app stores ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 19
  • 20. App Store Optimization ASO Optimization is a three –step process 1.  Pick the keywords that best identify an app 2.  Incorporate those keywords into the app’s title and description 3.  Convert shoppers who reach positively to those keywords ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 20
  • 21. App Store Optimization Basics ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 21
  • 22. Icons/ Icons/Icons ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 22
  • 23. Screen Shots •  Screenshots need to be more than just screenshots •  Advertising copy can be really helpful •  Treating screenshots like a stop-motion commercial can be powerful ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 23
  • 24. Keywords/Meta Data/Tags •  Search app stores to identify marketable keywords and the incorporate them into app titles and descriptions •  Draft titles and descriptions that sound natural and differentiate the app from others. Avoid competitive and genetic keywords •  Keywords are like hashtags on Twitter. Do not use them any more then necessary and do not force them •  If a new app works in conjunction with another consider including the name of the second app in the title field of the other one •  Create compelling visuals including the icon and the logo ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 24
  • 25. App Title For App Search Title is Important Use Keywords : Lyrics, Bike Race Free ASO (App Store Optimization) is the new SEO- Insights on Best Practices App Store has shortened viewing space for App Title www.app-promo.com 25
  • 26. App Description DO Explain what game does first 2 lines Use Bullet Points/Keep it Simple Important for Conversation DONTS Don’t brag how good your game is how much consumer love it ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 26
  • 27. Ratings and Reviews Ratings Are a Minimum Requirement New users don’t understand if your game is any good as only the most positive ratings are a meaningful signal to users Internal and External Reviews •  More and More reviews important from ASO •  Ask for review •  Prompt users for feedback so users can convey any problems before they post a negative review * Ratings are seen by a searcher in device* ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 27
  • 28. App Store Goals In the App Stores •  Get Found •  Rank Higher Search Engine Results Page •  Rank higher with your App Store Page Conversion Rate •  App Details/App Store Page-------! Download 20% Uplift in Organic Installs ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 28
  • 29. App Store Challenges Limited Data •  No real algorithms •  Keyword search volume in the App Stores Trial and Error •  OS, category, countries, languages •  Resources Measurement •  Isolated campaigns, impact of other marketing •  Immature Analytic Tools ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 29
  • 30. App Store Optimization New Tactics ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 30
  • 31. Use of links in Google Play Texts ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 31
  • 32. Google Play Texts -Summary •  Cross Promotion of your App Portfolio •  Valid Back links to App landing pages, social accounts •  Use complete links (http & https) •  Works for web & mobile view •  Update text regularly •  Clickable: in mobile view only ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 32
  • 33. For Further Information ASO (App Store Optimization) is the new SEO- Insights on Best Practices www.app-promo.com 33
  • 34. contact us Mobile: 416-464-2223 Email: gary@app-promo.com Web: www.app-promo.com Twitter: @AppPromo Facebook: www.facebook/apppromo