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
