Pubcon 2015 – Mobile and App Store Optimization – Dave Lloyd
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Dave Lloyd has over 15 years of experience in search and digital marketing. He discussed strategies for optimizing mobile apps across various app stores and platforms. True optimization requires more than just app optimization and includes developing a clear brand strategy, ensuring high app quality, and focusing on key performance indicators to measure results. Key factors that influence app ranking include keywords, ratings, reviews, and download metrics.
Pubcon 2015 – Mobile and App Store Optimization – Dave Lloyd
- 2. #pubcon @davelloyd1 slideshare.net/dalloyd Dave Lloyd 15 years in Search & Digital Marketing Global team delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products Deliver industry best practices Drive KPI-focused results Showcase Adobe solutions
- 3. #pubcon Strategy App Optimization App Quality Results @davelloyd1 Key Message True optimization requires more than just app optimization
- 5. #pubcon GLOBAL APP TRENDS http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1 App Downloads by Store Q2 2015 (US ) App Revenue by Store Q2 2015 (US )
- 6. #pubcon GLOBAL APP TRENDS App Stores Download Share 2014 (Global) App Stores Revenue Share 2014 (Global)
- 7. #pubcon APP INDEXING AND GOOGLE NOW ON TAP Android – 2 years in market iTunes – May 2015 @davelloyd1
- 8. #pubcon iOS 9 APP INDEXING https://developers.google.com/app-indexing/ios/app http://search-codelabs.appspot.com/codelabs/app-indexing#1 @davelloyd1 Support HTTP deep links Add the App Indexing SDK Check your implementation Enhance your search performance Support Deep Links Publish Deep Links Test implementation Measure performance GOOGLE DEEP LINKING
- 9. #pubcon ADOBE’S UNIVERSE OF 104 APPS 6 30 43 2 29 iOS CATEGORIES iPHONE APPS iPAD APPS APPLE WATCH APPS GOOGLE PLAY APPS @davelloyd1
- 10. #pubcon App Production App Dev Social Localization Mobile Strategy BU Paid Media Store Team UI Executives Product Marketing Analytics Web Production IT Social Global Teams (Loc) Web Strategy/ Mobile BU & Content Owners Paid & Search Media Store Team UI Executives Product Marketing Analytics @davelloyd1
- 11. #pubcon CHALLENGES AND SOLUTIONS Strategy App Quality Optimization Results Inconsistency with brand strategy & plans Poor Quality Poor Reviews and Ratings Just launch & optimize later Poor keywords, images, and descriptions Inconsistent Data KPIs not agreed upon Clear mobile brand story Best-in-class marketing practices Guide app launch & EOL Paid media investment App dev best practices Provide app developers Ratings & Reviews feedback ASO & marketing performance Process improvements Agree on success metrics Create & deliver KPI scorecard @davelloyd1
- 12. #pubcon APP PORTFOLIO MANAGEMENT Clean, visually unique icons Clear value differentiation for apps that compete in category Consistent Category definition for app placement @davelloyd1
- 13. #pubcon APP RANKING FACTORS 1. App Category (keyword) 2. App Publisher (keyword) 3. App Title 4. Ratings (quantity) 5. Ratings (score) 6. Keywords (visible only in iTunes CMS) 7. Download quantity 8. Download velocity 9. App uninstalls * 10. Engagement * 11. External links * 1. Description 2. Reviews 3. Images 4. Preview video * * = Google Play only Search FactorsConversion Factors @davelloyd1
- 14. #pubcon APPLE iTUNES Vs. GOOGLE PLAY Apple Google Keyword Field Description Impacts Rank Images Up to 5 Up to 8 Social and +1 Signals External Linking App Engagement Metric @davelloyd1
- 15. #pubcon KEYWORD RESEARCH Gather Product & Marketing teams Review competitors Ideate Generate KW ideas Evaluate volume, opportunity, and relevance Decide Review & reduce Select keywords @davelloyd1
- 16. #pubcon iTUNES KEYWORD PROPERTY Brand Terms & Phrases for highest search relevance Keywords aligned with Product & Marketing teams100 character keyword limit Ordered in priority to support localization image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour @davelloyd1
- 17. #pubcon DESCRIPTION Compelling first sentence UVP – Unique Value Proposition @davelloyd1
- 18. #pubcon DESCRIPTION @davelloyd1 Authoritative 3rd party reviews (if you have them) Features & Benefits
- 19. #pubcon IMAGES REFLECT BOTH FEATURES & BENEFITS @davelloyd1
- 20. #pubcon RATINGS & REVIEWS Check your lowest ratings Identify patterns in Review comments Share feedback with product dev team @davelloyd1
- 21. #pubcon LOCALIZATION PROCESS Language Translation Localization English Extract Japanese 抽出 エクストラクト Norwegian Trekk ut Extract Polish Wydziel Wydzielanie Finnish Erota poimi Russian Извлечение Извлечь App Content Optimized Content localization Geo team reviews ASO team validates App Launch Translation vs. Localization (context & culture) Keyword localization should be per geo @davelloyd1
- 22. #pubcon ENTERPRISE TOOLS TO USE Comprehensive data Strong visual reporting Reviews aggregation & analysis Easy data extraction Global visibility Keywords Competition Trends KPI Analysis Integration with iTunes Store data VALUE OF TOOLS @davelloyd1
- 23. #pubcon RANKING & COMPETITOR QUANTITY @davelloyd1
- 24. #pubcon RATINGS & REVIEWS Quantity of 1-5 Ratings and verbatim Review comments By Country, Rating #, and App Version @davelloyd1
- 25. #pubcon VISIBILITY SCORE App Optimization update VisibilityScore Keyword Volume Keyword Rank= XVisibility Score @davelloyd1
- 26. #pubcon DOWNLOAD VOLUME & VELOCITY 75% increase in daily downloads App update, including ASO Download trends by country @davelloyd1
- 27. #pubcon THE NEAR AND FAR FUTURE Internet of Things market will sell more than PC, tablet, and phone markets combined Apple Car Play and Google Android Auto are both in development Apple acquired Metaio, an Augmented Reality startup Google's I/O conference included Cardboard, a mobile Virtual Reality platform Google led a $500 million investment in Magic Leap, an AR company Facebook's Oculus Rift debuted the VR film Henry Microsoft HoloLens is now a fully untethered holographic computer @davelloyd1 Mobile App usage will soon overtake Mobile Web usage Google’s Now on Tap indexes app content frequently Wearable Technology Anonymous app usage (Whisper and Kik) Personalized & geo-targeted push notifications (e.g. Beacon)
- 28. #pubcon Align to brand strategy User experience across platforms More resources put toward apps Agree on media plan and budget STRATEGY PRACTICAL TAKEAWAYS @davelloyd1
- 29. #pubcon Educate on app best practices Review in-app user experience Improve Ratings & Reviews feedback loop with app developers APP QUALITY PRACTICAL TAKEAWAYS @davelloyd1
- 30. #pubcon Update keywords Control: App Name, Keywords, Title, Category, Description, Images, Video Influence: Ratings, Reviews, Download Velocity OPTIMIZATION PRACTICAL TAKEAWAYS @davelloyd1
- 31. #pubcon Align on success metrics Create & deliver KPI scorecard Focus on in-app customer engagement DATA AND RESULTS PRACTICAL TAKEAWAYS @davelloyd1
- 32. #pubcon Strategy App Optimization App Quality Results @davelloyd1 Key Message True optimization requires more than just app optimization