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Presentation from Internet Summit on App Store Optimization includes tools and processes for optimizing native mobile apps for greater visibility in app stores.
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App Store Optimization
Bryson MeunierDirector, SEO StrategyResolution MediaPresented at Internet Summit, November 14, 2013
WHY APP STORE OPTIMIZATION?
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April 2013 “Mobile App Discovery: Best Practices To Promote Your App”
http://www.forrester.com/Mobile+App+Discovery+Best+Practices+To+Promote+Your+App/fulltext/-/E-RES89541
MOST APP STORE SEARCHERS NOT BRAND-LOYAL
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TOP KEYWORDS IN GOOGLE PLAY AND APP STORE
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APP STORE OPTIMIZATION WORKS
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APP STORE OPTIMIZATION WORKS
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Source: http://www.slideshare.net/aoklein/app-store-optimization-26952456
APP STORE OPTIMIZATION GETTING TOUGHER
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Source: http://www.mobiledevhq.com/haveyouchangedyourapptitleyet--102/articles
HOW DOES APP STORE OPTIMIZATION WORK?
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ASO SEO
Reporting and Optimization
Marketing
On-site/page
Related to search engines
Reporting and Optimization
Marketing
In-app
Related to app store search engines
ASO IS SEO
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In-app
• Title• Keywords• Description• Icon• Screenshot
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Marketing
• Smart Banners
• Reviews• Link
building• On-site
download page
Reporting
• Rank tracking
• Downloads & revenue
• App store volatility
ASO IS SEO
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IN-APP OPTIMIZATION
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TITLE
ICON
SCREENSHOTS
DESCRIPTION
KEYWORDS
• Search engines match keywords in metadata with user queries
• All fields in orange are controlled by app owner and could increase traffic
IN-APP OPTIMIZATION: TITLE/KEYWORDS/DESCRIPTION
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• Function keyword in title still matters
• Understand how target audience searches
IN-APP OPTIMIZATION: ICON/SCREENSHOTS
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• Doorways to downloads
• Test for highest CTR
APP MARKETING: QUALITY AND SOCIAL SIGNALS
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DOWNLOADS
• Social and quality signals more difficult to influence
• Like with YouTube or local search optimization, resources exist to help positively influence fields in orange
• Black hat methods do more harm than good
+1’s
RATINGS AND REVIEWS
APP MARKETING: SMART BANNERS
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USE THIS NOT THAT
APP MARKETING: REVIEWS
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APP MARKETING: REVIEWS
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YESNO
APP MARKETING: ON-SITE PROMOTION
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APP MARKETING: LINK BUILDING
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APP MARKETING: LINK BUILDING
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APP MARKETING: ADVERTISING
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APP REPORTING AND OPTIMIZATION
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APP REPORTING AND OPTIMIZATION
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In-app
• Title• Keywords• Description• Icon• Screenshot
s
Marketing
• Smart Banners
• Reviews• Link
building• On-site
download page
Reporting
• Rank tracking
• Downloads & revenue
• App store volatility
APP STORE OPTIMIZATION
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@brysonmeunier
Bryson MeunierDirector, SEO StrategyResolution Mediabmeunier@resolutionmedia.comhttp://www.brysonmeunier.comhttp://www.resolutionmedia.com+Bryson Meunier
THANK YOU!
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TARGETINGTOMORROW
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