App Promotion Summit 2013

App Store Optimization

London, 07-11-2013

@StefanBielau

#AppStoreOptimization – Basics

#AppStoreOptimization – Basics

#AppStoreOptimization – Goals In the app stores   get found   rank higher SERP   rank higher with your appstore page Conversion Rate   App details / Appstore page → Download = 20% Uplift in Organic Installs

#AppStoreOptimization – Challenges Limited data   algorithm!?   keyword search volume in the appstores Trial & Error   OS, category, countries / languages   resources Measurement   isolated campaigns, impact of other marketing   immature analytic tools

#AppStoreOptimization – New tactics

#AppStoreOptimization – New tactics Usage of links in Google Play texts

#AppStoreOptimization – New tactics Usage of links in Google Play texts   UX   valid backlinks (=dofollow)

  to your app landingpage   to a support page   to your social accounts

  cross-promotion for your app portfolio

#AppStoreOptimization – New tactics Usage of links in Google Play texts IMPORTANT

  web view vs. mobile view   description text vs. text in „What´s new“

#AppStoreOptimization – New tactics Usage of links in Google Play texts   web view & description text WORKS = clickable

  complete links   http & https

#AppStoreOptimization – New tactics Usage of links in Google Play texts   web view & description text DOES NOT WORK = non-clickable

  „www“ only

#AppStoreOptimization – New tactics Usage of links in Google Play texts   web view & text in „What´s new“ NOTHING WORKS

  there are no clickable links

#AppStoreOptimization – New tactics Usage of links in Google Play texts   mobile view & description text WORKS

  complete links   http & https

#AppStoreOptimization – New tactics Usage of links in Google Play   mobile view & description text DOES NOT WORK

  „www“ only

#AppStoreOptimization – New tactics Usage of links in Google Play   mobile view & text in „What´s new“ WORKS

  complete links   http & https

#AppStoreOptimization – New tactics Usage of links in Google Play   mobile view & text in „What´s new“ DOES NOT WORK

  „www“ only

#AppStoreOptimization – New tactics Usage of links in Google Play SUMMARY   description text

  use complete links (http & https)   works for web & mobile view

  update text   use complete links (http & https)   clickable: in mobile view only

#AppStoreOptimization – New tactics Description of IAP in Apple App Store   Display name (vs. reference name)   is indexed in search

#AppStoreOptimization – New tactics Description of IAP in Apple App Store   Display name (vs. reference name)   is indexed in search

  extend your keyword list   enhance keyword density

#AppStoreOptimization – New tactics Backlinks & anchor text

#ConversionOptimization 3 hands-on tips

1.  Testing the icon design 2.  Order of screenshots

#ConversionOptimization 3 hands-on tips

1.  Testing the icon design 2.  Order of screenshots 3.  Video

#ConversionOptimization

#ASO Strategy

1.  Person in charge („App Editor“)

2.  Target countries, markets & appstores

3.  Define & measure goals

@StefanBielau stefan@stefanbielau.com www.stefanbielau.com

Thank you!