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2. App Store Optimization simply means that
potential users are actually able to find your
app through search
(keywords, app name etc)
AND
That you’ve done everything possible to
persuade the potential user to buy your app
once they’ve found it.
(Icon, screenshots, description etc)
Definition
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4. App Store Algorithm
• App Name and Title
• Keywords
• Company Name
• DownloadVolume andVelocity
• Revenue
• Ratings
Other Factors?
Engagement
Uninstalls
Size
Social Mentions
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5. Icon
Advice from Apple
• Focus on a Unique Shape
• Carefully Select Colors
• Avoid Using a Photo
• Avoid a lot of Text
• Accurately Portray Materials
• Be Creative
Beautiful and Instantly
Recognizable
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6. Name
Choose a name that gives
the user a clear idea of
what your app does
Don’t use special
characters
Don’t use a name or part of
a name that’s already on the
app store
Use sentence-case
Be sure to test out how the
app name appears when
viewed on the different
devices and when paired
with your icon
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8. Description
First 3-4 lines the
most important part
of your description
•Elevator Pitch
•Social Proof
•App Benefits and Features
•Call to Action
•About Us
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9. Screenshots
Do
Keep screenshots beautiful and clean
Highlight the selling points of your app
Include branding
Use text captions
Showcase any awards
Create emotion
Show how your app works
Use a graphic designer if you aren’t one
Make a good product
Don’t
Use redundant screenshots
Show alerts in a screenshot
Present too many ideas at once
Use screenshots that don’t convey any meaning
Show ads in a screenshot
Make the focal point too small
Have negative space in your screenshots
Be afraid to try something new
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10. Pricing
Pricing Models
Free
Paid
In App Purchases
Lite or “Freemium”
Most Lucrative
Free with In-App-Purchases
Subscription
Continue to play
with prices to find
out what will bring
you the most
downloads/
revenue
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11. Ratings
• Ratings and Reviews are extremely important to
your app’s success:
• Reviews are a prominent feature on the
app placards
• User’s are paying more and more
attention to ratings and 95% read the
reviews before buying an app
• Apple factors ratings into their search
and ranking algorithm
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13. Step 1: Research your target market AND successful competitors
Step 2: Compile a comprehensive list of words that are relevant to your app
Step 3: Find and add untapped keywords to your list
Step 4: Rank your list from the most relevant keywords to the least relevant
Step 5: Finalize Your Keywords
Step 6: Format Keywords for Submission
Step 7: Submit Your Keywords
Step 8: Actively Monitor Your Keywords/Search Phrases and Update as Needed
The Keyword Optimization Process
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15. • Be quick to update your app with new keywords if you find you
aren’t ranking for the one’s you’ve submitted. Remember, there
is going to be a period of trial and error.
• Don’t forget to track your search “phrases”. You might not rank
for a keyword in the phrase, but rank well for the phrase itself
• As your app gains popularity and achieves ranking, start
swapping out keywords to target higher traffic keywords.
• It’s an ongoing process. The keywords that are converting
today might not convert for you 3 months from now
• Continue to track and analyze your competitors
• Consider optimizing your keywords and updating your apps for
the holidays (Christmas, Thanksgiving, Superbowl etc)
Keywords: Going Forward
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