App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani
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Ari Nahmani, CEO / Founder of Kahena Digital Marketing presenting at SMX Munich on ASO. The presentation covers metrics & KPIs, Organic discovery, and predictions for the future including app indexing, paid search and keyword data in the app stores, and better data.
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App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani
- 1. App Store Optimization Metrics, Organic Discovery, & The Future of ASO
- 2. Hi! Good Afternoon. Ari Nahmani CEO / Founder Kahena Digital Marketing ari@kahenadigital.com
- 3. TeamClients
- 4. ASO: App Search Algos are Primitive
- 5. ASO: Algorithms are in their Infancy
- 6. ASO: Algorithms are in their Infancy
- 10. App Discovery Metrics & KPIs
- 11. ASO + SEO: Tactics & Coordination +
- 12. The Future of ASO
- 13. ASO KPIs & Metrics
- 14. App Discovery Metrics & KPI’s Correlating ASO efforts with real marketing KPIs is extremely challenging.
- 15. Leading Indicators VS. KPI’s
- 16. ASO Metrics That Matter • Rankings • Installs • Conversion / LTV
- 18. Rankings: Tracking in the App Stores • Results in web interface. Scraped results. • Similar to how SEO SERPs are measured. • Very accurate and consistent. • No web-based search results • Unique method of spoofing iTunes store to scrape results. • Less accurate and inconsistent.
- 19. Rankings: Tracking in Google Play https://play.google.com/store/search?q=keyword%20here
- 20. Rankings: Tracking in Google Play https://play.google.com/store/search?q=keyword%20here Scrape results in sequential order
- 21. Rankings: Tracking in iTunes App Store
- 22. Rankings: Tracking in iTunes App Store Scrape sequential results via spoofing app store
- 25. Rankings: iTunes App Search on Web
- 26. Rankings: PRO TIPs for keyword monitoring • Focus on variety of keywords. • No need for slight variations – very similar rankings. • Explicitly track plurals, conjugations, & other semantic variations if you want to know exact rank (apple’s poor search / semantic algorithm).
- 27. Rankings: PRO TIPs for keyword monitoring
- 29. Downloads: Reported by Google & Apple • Both stores report on ‘total’ downloads • One of the most accurate KPIs • The availability of truly accurate data stops at the total downloads metric.
- 30. Downloads: Source Attribution What is an ‘Organic’ download in ASO?
- 31. Downloads: Source Attribution First, let’s understand a ‘Tracked’ campaign download…
- 32. Downloads: Tracked Campaigns Tracking Solutions / Apps
- 35. Downloads: Organic Discovery Now, let’s understand ‘Organic’ downloads…
- 39. Downloads: Source Attribution Okay.. So how do we track all this?
- 45. Downloads: Understanding Attribution “We track the rankings for over a million search terms, and likewise have search volume estimations for each of them, so we know everywhere your app ranks and how frequently users search for that term. We also have deep knowledge (from studies, research, and data) about consumer behavior in the app stores. Taken together, we use all of these data sets to estimate the amount of installs your app receives from any search term or keyword, Top Chart, or featured list.” - MDHQ
- 53. Downloads: Understanding Attribution …. To make matters more complicated: • Google/Apple’s total download count differs from your mobile analytics package (download vs first open). • Each platform has its own proprietary calculations for ‘organic’, and further granular breakdown
- 54. Downloads: Understanding Attribution How to cope…. • Must track the organic methodologies separately: (2 data sets each for iTunes and GP) – 1) True Total – Tracked Campaign Total = “Organic” – 2) App Analytics Platform Total (Tracked + “Organic”) • Keep excellent records of top charts and features to correlate. • Track and collate daily if possible! Stacked charts help.
- 55. Downloads: Accuracy vs. Precision
- 61. ASO + SEO = ♥
- 62. ASO + SEO: Public App URLs - Ranking
- 63. ASO + SEO: Public App URLs: APPS Search
- 64. ASO + SEO: Public App URLs - Ranking
- 65. ASO + SEO: Public App URLs – Links! Inbound Links to GP App URL improves ASO Rankings
- 66. ASO + SEO: Reporting and Insights
- 67. ASO + SEO: Reporting and Insights
- 68. Future of ASO
- 69. Future of ASO + SEO: App Indexation
- 70. Future of ASO + SEO: App Indexation
- 71. Future of ASO + SEO: App Indexation
- 72. The Future of ASO: Deeplinking
- 73. Future of ASO + SEO: App Indexation
- 74. Future of ASO + SEO: App Indexation
- 75. Future of ASO + SEO: App Indexation
- 76. Future of ASO + SEO: App Indexation
- 77. Future of ASO: App Indexation API
- 78. The Future of ASO: Deep Linking
- 79. The Future of ASO: Deep Linking App installed
- 80. The Future of ASO: Paid Search
- 81. The Future of ASO: Paid Search
- 83. The Future of ASO: GP Keyword Data?
- 84. The Future of ASO: GP Keyword Data?
- 85. The Future of ASO: GA + Google Play
- 86. The Future of ASO: GA + Google Play
- 87. The Future of ASO: GA + iTunes
- 88. The Future of ASO: iTunes Connect
- 89. The Future of ASO: iTunes Connect
- 90. The Future of ASO: iTunes Connect
- 91. The Future of ASO: iTunes Connect
- 92. The Future of ASO: iTunes Connect
- 93. The Future of ASO: iTunes Connect
- 94. The Future of ASO: iTunes Connect
- 95. The Future of ASO: iTunes Connect
- 96. The Future of ASO: iTunes Connect
- 97. The Future of ASO: Summary • Official accurate data from Google & Apple • Better GA integration – especially for GP. • Better algorithmic signals for search results (maturity of search algorithm like SEO history) • Paid search in app store keyword data • Indexed app content + APIs + markup = seamless experience in web search, mobile, apps.
- 99. ASO PRO TIPS: Dev / Release Cycle
- 100. ASO PRO TIPS: iterate, iterate, iterate!
- 101. ASO PRO TIPS: App snippet preview
- 110. Thanks! Questions? ASO hangout w/ @iseff on March 24th, 4pm. Ari Nahmani CEO / Founder Kahena Digital Marketing ari@kahenadigital.com
Hinweis der Redaktion
- Raise of hands – how many of you, your companies, or clients have a mobile app in one of the app stores?
- Kahena is an inbound marketing agency based in Israel. Offices in Jerusalem and Tel Aviv. We’ve got a great team and some really wonderful clients.
- As you just heard from Emily, app store search algorithms can sort of feel like the old days. Its probably why I enjoy it so much – nostalgia! Image: http://www.axandra.com/images/old-school-seo.gif
- When making recommendations to clients, it sometimes feel like we’re doing a bit of this – mention this keyword in the title once, and its plural in the description a few times, and let’s spam out the keywords field for good measure. Image: https://media.licdn.com/mpr/mpr/p/5/005/06c/23e/227106d.jpg
- And just like the old days of SEO, spammers are still succeeding to send signals that might not be authentic Image: reddit
- App store search is an incredible opportunity. 64% of respondents to this survey downloaded their last app this week.
- Close to half of iphone app discovery happens via search.
- And more than half with google play. This is obviously a huge opportunity to get in front of more audiences, increase market share, and engage with potential/existing customers.
- Today I’m going to speak about a few areas of ASO. The first of which is that after optimizing your apps, it’s extremely difficult to measure the lift accurately. Deep dive into metrics available and how they’re calculated. Image: http://medcitynews.com/wp-content/uploads/Black-Box-Art.png
- I’m also going to speak about how ASO and SEO overlap – now and in the future. There’s a natural fit for SEO experts to start consulting on ASO. Googlebot image: http://www.abondance.com/actualites/wp-content/uploads/2014/01/googlebot2.jpg android: https://thelinuxcauldron.files.wordpress.com/2013/09/3d-android-icon.jpg
- Lastly I’m going to speak about the future of ASO – lots going on in the weeks and months to come. Image: http://assets.nydailynews.com/polopoly_fs/1.2063195!/img/httpImage/image.jpg_gen/derivatives/article_970/future2n-2-web.jpg
- Leading indicators differ in that we need to speculate that one cause led to an effect – an example would be ranking lifts of high volume that are leading indicators for increased search traffic. Image: http://hni.com/Portals/38664/images/leading%20indicator1-resized-600.png
- Rankings of keywords we deem to have important relevancy and volume. Installs as a result of increased app store search presence. And conversions within the app from those new users - their lifetime value and retention.
- Desktop version
- Can’t scrape these as they use AJAX, etc.
- Just like SEO campaigns – add keywords before your changes go live in the app store if you’ve optimized for them. Group them by keyword vertical into buckets, etc.
- Track keywords in buckets based on single word or strings of characters (mess=messaging/messenger) inclusion. You’ll get much better insight as to what worked in your title, description, keyword fields, etc.
- http://itsadeliverything.com/wordpress/images//accuracy-vs-precision.jpg
- Still a major leading indicator!
- If I’m tracking sets of keywords daily
- Desktop vs mobile. Iphone gets only itunes.apple.com results. Note that titles and first part of description is coming through..
- Desktop Rankings- but point is to understand where public URLs rank along side website (one less hop!)
- Brand mentions, coverage – outreach to get links not just to homepage, but to app pages. Use OSE and compare results.
- https://developers.google.com/app-indexing/webmasters/appindexingapi
- Image from SE Land
- Image from Apps Flyer
- Potential for quality scoring to understand that the app and
- Image: Search Engine Land