Insight Appstore Optimization - Matthaus Michalik, AKM3
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As presented in DroidCon Tel Aviv 2015 http://il.droidcon.com
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Insight Appstore Optimization - Matthaus Michalik, AKM3
- 1. AppStore Optimization - Howtogeneratemoreorganictrafficwhenmarketingchannelsarerare Tel Aviv, 11.06.2015
- 2. MatthäusMichalik • With AKM3 GmbH for 4 years • Senior Consultant • Key-Account Management • Technical & Strategic Search Engine Optimization • App Store Optimization • Former Positions: • Hitmeister – Online market place • SoQuero – Performance agency Frankfurt • Speaker at national and international conferences Matthäus Michalik Senior SEO Consultant AKM3 GmbH Paul-Lincke-Ufer 39-40 10999 Berlin Tel.: +49 (0)30-30364728 Fax: +49 (0)30-69088174 @MichalikMatt How to generate more organic traffic when marketing channels are rare 2
- 3. Agenda • Targets and Significance of AppStore Optimization • Keyword Strategy • Description • App Title • Screenshots • Reviews • Next to Google Play • Synergies between a website and an app How to generate more organic traffic when marketing channels are rare 3
- 4. Targets and Significance of ASO How to generate more organic traffic when marketing channels are rare 4
- 5. Browsing/Searchingisstillthemostcommonmethodto discovernewapps How to generate more organic traffic when marketing channels are rare 5
- 6. TheTargetsofASO • Improved access to an app within the AppStores • Better rankings/positions within the search • Improving the rankings of an AppStore page within the Google SERPs • Increasing the conversion rate Primary target: Enhancing the Ø of organic downloads How to generate more organic traffic when marketing channels are rare 6
- 7. ASOCanBeDividedintoTwoCoreSectors On-page Factors • App name • App icon • Publisher’s name • Description / keyword field • Screenshots / Video Off-page Factors • Reviews • Downloads/Installs • Backlinks to Google Play How to generate more organic traffic when marketing channels are rare 7
- 8. GooglePlayMainlyDealsWiththeFollowingElements How to generate more organic traffic when marketing channels are rare 8
- 9. Keyword Strategy How to generate more organic traffic when marketing channels are rare 9
- 10. TheCorrectKeywordsDecideHowWellanAppCanBe Found • Keyword strategies are crucial for the success of an app • There is no exact keyword data for apps (just estimations) • Many tools offer a tendency of keywords rather than exact data Every new app should follow a clear keyword strategy: • Who is my target audience? • What exactly are they looking for? • Are there synonyms? • Singular vs plural? How to generate more organic traffic when marketing channels are rare 10
- 11. ThereAreMultiple ToolsforGeneratingKeywordIdeas Possibilities & tools for keyword research: • Brainstorming • Analysis of competitors • Google Trends • Google Keyword Planner • Keyword Tool IO • Google Play “Suggest” • SimilarWeb • ASO tools: • AppAnnie, AppTweak, Sensor Tower, SearchMan, etc. How to generate more organic traffic when marketing channels are rare 11
- 12. GoogleAdwordsCanHelpWithFinding IdeasforKeywords How to generate more organic traffic when marketing channels are rare 12
- 13. SpecificASOToolsCanHelpwithAnalyzingtheCompetition‘s KeywordsandFinding NewKeywordIdeas SensorTower Search Man How to generate more organic traffic when marketing channels are rare 13
- 14. GooglePlay“Suggest”CanHelpwithFinding theAppropriate Keywords How to generate more organic traffic when marketing channels are rare 14
- 15. LocalizationLeadstoBetterRankingsaswellasMore DownloadsandConversions • Separate keyword strategy per country! • Adjustment of • App name • Description • Icon • Screenshots & video • Usage of localized “Google Play Badges” How to generate more organic traffic when marketing channels are rare Google Play Number Number Rankings before Update (31.07.2014) 48 Number Rankings after Update (21.10.2014) 61 27% iTunes Number Number Rankings before Update (31.07.2014) 77 Number Rankings after Update (21.10.2014) 154 100% 15
- 16. App Title How to generate more organic traffic when marketing channels are rare 16
- 17. TheAppTitleis OneoftheMostImportantRankingCriteria • Short & concise • Focus on brand • Main keyword should be included • Limitation: • 30 characters Recommendation: [App Name] – [Main keyword] 74,3 % of the apps ranking on position 1 have the keyword in their app title How to generate more organic traffic when marketing channels are rare 17
- 18. Description How to generate more organic traffic when marketing channels are rare 18
- 19. A GoodDescriptionShouldEncouragethe UsertoDownload andTrytheApp Possible Content: • Functionality • Advantages • Specific features • Distinguishing features compared to competitors • Corporate communications (Website, Social media, support, forum) How to generate more organic traffic when marketing channels are rare 19
- 20. DescriptioninGooglePlayIsCrucialfortheRankingwithin theSearch Description should primarily be easy to read: • Descriptions should also be unique • Google Play: Description should always be keyword optimized (Keyword stuffing is currently still possible) • Mention important keywords at least 5x in the description • HTML formatting is possible (only Google Play) • Limit length to 4.000 characters • The most important information should be placed into the first three lines • Create lists and bullet point lists to enhance readability How to generate more organic traffic when marketing channels are rare 20
- 21. GooglePlayDescriptionsCanBeFormattedwithHTML HTML Code Example Result <b></b> <b>This text will be bold</b> This text will be bold <i></i> <i>This text will be italic</i> This text will be italic <u></u> <u>This text will be underlined</u> This text will be underlined <br/> This will create a line<br/> break This will create a line break <small></small> This text will be <small>small</small> This text will be small <font color="red">red</font> This text will be <font color="red">red</font> or <font color="#FF0000">red</font> This text will be red <a href="http://url.com">URL</a> This will be a <a href="http://URL.com">link</a> This will be a link • • This will be bulleted • This will be bulleted ♥ This will insert a heart ♥ This will insert a heart ♥ ™ This will add the Trademark ™ symbol This will add the Trademark™ symbol ® This will add the Registered ® Trademark symbol This will add the Registered® Trademark symbol © This will add the Copyright © symbol This will add the Copyright© symbol How to generate more organic traffic when marketing channels are rare 21
- 22. ExampleofaWell-FormattedDescription How to generate more organic traffic when marketing channels are rare 22
- 23. UpdateText& FooterCanHelpwithGeneratingMore Attention Update text: • Optomized for your target group • Explain bug fixes instead of using “bug fixes” • Include Call-To-Action: • “Test new functions” • “Now with even more functions” • “Bug XY eliminated” • Point out promotions Footer text: • Refer to homepage • Refer to social media channels • Refer to support (forum/Zendesk) How to generate more organic traffic when marketing channels are rare ✘ ✔ 23
- 24. App Icon How to generate more organic traffic when marketing channels are rare 24
- 25. TheAppIconIsthe FirstPoint ofContactBetweentheApp andaPotentialUser • Keep it simple • Avoid words • Do not use “gloss” • Consistency with the app design Increase recognition value • Be distinguishable from the competition and the market • Special icons for holidays • Black Friday • Christmas • etc. Google: http://developer.android.com/design/style/iconography.html How to generate more organic traffic when marketing channels are rare 25
- 26. A/B TestingoftheApp IconsCanResultinConversion Growths A/B Testing can result in improving the conversion of an app Increase of • DAU (Daily active user) • Installations • Click Through Rates (Ads) Simple adjustments can already result in improvements: • Colors • Arrangement of the elements • Character How to generate more organic traffic when marketing channels are rare 26 Source: sparkpage.com
- 27. Screenshots How to generate more organic traffic when marketing channels are rare 27
- 28. AllPossibilitiesforScreenshotsShould BeUsedand Harnessed Screenshots should give the user the best impression of an app: • 1st screenshot is the most important! (Presentation graphic) • Keep it as simple as possible • Display most important functionalities Storytelling • Avoid device frames • Avoid marketing slogans • Use maximum amount of possible screenshots • Use different screenshots for smartphone and tablet • !! No iPhone screenshots for Google Play or the other way around • Amount: • Google Play - 8 per device: Smartphone, 7 inch, 10 inch and Android TV How to generate more organic traffic when marketing channels are rare 28
- 29. VideoPreviewsShouldAlwaysBeUsedforaBetter PresentationoftheApp totheUser Google Play • Videos via YouTube • Length: 30 seconds - 2 minutes How to generate more organic traffic when marketing channels are rare 29
- 30. NotificationBars,OperatingElementsorDeviceFrames ShouldAlwaysBeAvoidedinScreenshots How to generate more organic traffic when marketing channels are rare 30
- 31. MarketingTextsShould EquallyBeAvoided How to generate more organic traffic when marketing channels are rare 31
- 32. KeepitSimple:Displaymostimportantfunctionalities How to generate more organic traffic when marketing channels are rare 32
- 33. Reviews How to generate more organic traffic when marketing channels are rare 33
- 34. ReviewsAreaProxyfortheFeedbackofUsers • Number of reviews influences the ranking • Average review ratings influence the ranking: Ideally between 4 and 5 • Reduce amount of negative rankings to a minimum • Review monitoring can identify new bugs (directly after the release of a new version) • Identify the users’ demands for new features • Ask users about review (in App) Don‘t harass users. Good Timing! How to generate more organic traffic when marketing channels are rare 34
- 35. StudyRevealsthatReviewsareVeryImportantforthe RankingofanApp iniTunes • An evaluation of 162.727 iOS apps in the top 20 apps revealed: • 600 ratings on average for the current version • An average rating between 4.0 and 5.0 The number of ratings influences the ranking An average rating influences the ranking How to generate more organic traffic when marketing channels are rare 35
- 36. ExactAnalysisoftheReviewsCanHelptoBetterUnderstand theUsers’Needs Tom Leclerc from Wooga about Review Mining: http://bit.ly/1zy7NFa Sensortower How to generate more organic traffic when marketing channels are rare 36
- 37. Next to Google Play How to generate more organic traffic when marketing channels are rare 37
- 38. Therearemorethan justGooglePlay Quelle: One Platform Foundation 05/2013 How to generate more organic traffic when marketing channels are rare 38
- 39. AlternativeApp StoresCanIncreasetheOutreachaswellas NewInstallations Relevant alternatives for app stores in Germany (e.g.): • Amazon App Store • Getjar • Samsung Apps • SlideME Advantages of alternative stores: • Fewer apps fewer competition • Higher probability of being featured • In some parts paid campaigns are possible How to generate more organic traffic when marketing channels are rare 39
- 40. Alternativeappstorescanincreasethenumber ofdownloads up to200% comparedtotheGooglePlayStore Quelle: One Platform Foundation 05/2013 How to generate more organic traffic when marketing channels are rare 40
- 41. Synergies between a website and an app 41How to generate more organic traffic when marketing channels are rare
- 42. Makeuse ofsmartbannerstopromoteyourappsonyour website • Usage of jQuery smart banner to promote your app on your page. How to generate more organic traffic when marketing channels are rare 42
- 43. App indexinggivesyoutheopportunitytogetyouruser directlyintoyourappinsteadofyourwebsite • Currently available only for Google Android 4.1 and higher • Linking directly into the app from the Google result pages Recruitment: App is installed Benefits: • Better User Retention • Possibly better conversion rate • Better User Experience How to generate more organic traffic when marketing channels are rare 43
- 44. InGermanyarealreadyafewcompaniesusing appindexing togetbetteruserretentionintheirapps How to generate more organic traffic when marketing channels are rare 44
- 45. ThankYouVeryMuch ForYourAttention! Matthäus Michalik Senior SEO Consultant AKM3 GmbH Paul-Lincke-Ufer 39-40 10999 Berlin Tel.: +49 (0)30-30364728 Fax: +49 (0)30-69088174 @MichalikMatt How to generate more organic traffic when marketing channels are rare 45