This document discusses app store optimization strategies for ranking highly in app store search results. It recommends optimizing app metadata like titles, categories, and keywords to include important search terms. It also recommends strategies to improve app performance metrics like download volume and velocity, star ratings, and review count which account for 65% of an app's ranking. Additionally, it notes the importance of frequent app updates to maintain freshness. The document suggests these optimization strategies will become even more important as app search evolves to work more like web search with apps indexed and deep linked on platforms like Google.
10. “What makes an app rank well in
the App Store (iOS) or Google
Play Store (Android)?”
11. 2 Components To App Store Optimization:
Meta Data
• Title
• Category
• Description (Google Play)
• Keywords (App Store)
[TEXT]
35%
Performance & Engagement
• Downloads (Volume and Velocity)
• Star Ratings and Reviews
• Freshness
65%
30. Keyword Research
• Competitor Research
(SensorTower, MobileDevHQ)
• Google Keyword Tool
• Your Google Analytics Data
• “Related searches” on iOS 8
• Translations
(http://bit.ly/localized-
keywords)
48. Use Paid + Organic Together to Drive Downloads
“For every 2 PAID
downloads, your app will
generate on average
3 ORGANIC downloads.”
Ian Sefferman (@iseff)
49. Use Paid + Organic Together to Drive Downloads
“For every 2 PAID
downloads, your app will
generate on average
3 ORGANIC downloads.”
Ian Sefferman (@iseff)
*
*downloads acquired from paid channels,
not download bots or install farms
53. The higher
you move
up the
rankings
ladder, the
more app
star ratings
matter.
When Apple started factoring
ratings & reviews in the search
algorithm. High rated apps got a
ranking boost, low rating apps
suffered a ranking loss.
57. Technical & UX Improvements
Tech/ User Experience
Change Goes Live
App Changed Rank from
1,112 to 262 Very Quickly
App Moved into US Over-
All Ranking Instead of Just
Category Rankings
57
59. If a user selects
this option,
Tinder does not
ask them to
review the app
Preventing
Users from
Leaving
Negative
Reviews
60. Even BETTER: Let Unhappy Users Seek Help
Anywhere BUT the App Store
Source: http://dancounsell.com/articles/prompting-for-app-reviews
61. Pick the Right Moment
• Never ask on launch
• Pick a moment when the
user has completed their
primary task with the app
• Pick a moment when the
user feels accomplished
71. And Google May Be Gearing up to Index iOS
Apps with Deep Links Soon
Justin Briggs (@JustinRBriggs)
72. The Future of App Search May Look More Like
a Mobile Web Search with Deep Links…
73. The Future of App Search May Look More Like
a Mobile Web Search with Deep Links…
74. Best Plan for Success…
Optimize for App Stores
Optimize for Apps Universal
Optimize Mobile Web
Add Deep Linking
Today’s Talk
Store Titles & Ratings
Mobile SEO
bit.ly/app-indexed
App Store Optimization is an important part of your App Search Optimization strategy, but it is not the ONLY part. Consider the store algorithms the most bang for your buck right now, but also consider ways to optimize your app for search outside of the store ecosystems.
http://www.mobiledevhq.com/resources/whitepaper_decision_making_in_the_app_store.pdf
We can estimate that estimate, very generally, that apps in the top 10 for a keyword will be downloaded 10x more than apps ranked 11-20
