SearchMan Mobile Search Presentation at FOUND

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 1Updated April 1, 2013

by SearchMan.com

SEO for Apps

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Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 2

First…Do you know what Apple did last summer?


In iOS6, “categories” hidden & harder to access

ios 6: “categories” hiddenios 5: “Categories” in menu


“Categories” also harder to use in iOS 6.

1st

2nd

3rd

In ios-5, only 3 taps needed to access an app


Compare “Categories” in iOS5 with iOS6

1st

2nd 3rd 4th 5th

In ios-6, five taps needed, Almost 2x as much as ios 5


Genius debuts, “search” stays on main menu.

New: ios 6 – “Search”Old: ios 5 – “Search”X


Search is biggest driver of app discovery…

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Search vs. In-App Ads


Wait. Have we seen this movie before?

New: ios 6 “search”Old: ios 5 “categories”


iOS6 Search: 25 apps/page 1 app/page.

AppStore Search: ios5 ios6


Opportunity: Rank higher…and beat zynga

Users likely to search longer kw phrases to get best results

Competing with zynga on “poker” may get you nowhere

but competing for less competitive longer kw phrases works

App

Category Ranking

Search Ranking

Games – Casino (Top

Grossing)

"poker""poker casino"

21-in-1 Casino and Sportsbook

#212 #50 #1Poker by Zynga #2 #1 #4

as of Sep 23, 2012. iphone, US appStore.

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Why are 70% of search queries long tail?

Users get better search results with descriptive queries

Marketers see better conversion & face less competition

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.

70% of search traffic

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comparing google play store

with Apple App Store

Copyright 2011-2013 SearchMan & AppGrooves Corp. All Rights Reserved.

Vs

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Google play: More apps per Search results page


1 app per page 7-8 apps per page

iphone Google play

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Google play: Easier to access Deeper search results


25 flicks to access app #251 flick to access App #25

iphone Google play

FlickFlick

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Google play accessibility: more results for less effort

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Google play: returning many more search results


Query iPhone Google Play

restaurants 8,853 apps 17,321 apps

hotels 6,751 13,888

fashion 4,372 11,515

poker 2,254 6,155

camera 11,263 19,897

shopping 7,956 14,003

news 14,612 20,018US store search results for March 17, 2013

Google Might be using synonyms to expand queries and recall

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Google Play: spell checker might be working better

Example: 100x more results when you misspell “calendar”


iphone Google play

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Spell checker: Number of search results returned


Misspelled Query iPhone Google Play

resteraunt 1 app 10,523 apps

hotwls 0 15,630

fasion 4,537 11,127

pocker 2,648 16,890

camara 862 20,574

shoping 8,231 14,411

newz 9 19,316

US store search results for March 17, 2013

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Google Play: less competition than ios app store?


0 500 1K 1.5K 2K 2.5K 3K#apps

New apps / day

App updates/day

*US store daily average for the period Feb 18 to March 10, 2013

Similar # of new apps launched per dayFar fewer developers updating their apps…it’s less

competitive

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But What about Google Play Monetization?


Apple has credit card info. Google has tried carrier billing

In japan, Carrier billing accelerated Monetization

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Summary: google play store seo is a good investment

1. User sees more results per page2. easier for users to access lower ranked results3. synonyms & spelling correction more apps get

found4. Fewer developers updating apps- it’s less

competitive5. carrier billing may improve google play monetization6. Search engine optimization for google play is easier

A. No approvals needed – update keywords as often as needed

B. No tags (i.e. secret itunes keywords) are neededC. Descriptions count



How to Get Started

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What SearchMan helps you do…


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SEO for Google Play vs. Apple App store


Elements iOS App Store Google Play

Keyword Relevancy to Search Engine Algorithm

App Name Keywords High(Apple suggests <35

length)

High

Tags (Secret iTunes Keywords)

High(100 characters,

including commas)

Not needed

Description Keywords Unclear Yes

Keywords in in-store reviews & 3rd party app review sites

Black Box

Quantitative factors that may affect search rankings

Downloads (total, velocity)

Black boxRatings (ave, total, velocity)

Revenue (total, velocity)

Social Signal (FB, TW, G+)

No Review Process for Google play – can update keywords often No need for tags or “secret” iTunes keywords in Google Play Descriptions count and are important in Google Play

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How SearchMan can help you grow

1. Track your performance dailyA. Visibility score – see how discoverable you areB. Search rank trackingC. Competitor tracking

2. Improve your keywords regularlyA. Research and store keywords in “notepad”B. Borrow keywords from competing appsC. Get re-prioritized keywords in < 30 seconds

3. Update often. SEO is not “fire and forget” weapon

4. Rinse. Repeat.



To make it painless for new users…

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Thanksmore in-depth guides at

searchman.com/how-it-works/email: [email protected]


Search the App Store on SearchMan

it’s more productive than hanging out on Facebook

Documents

SearchMan Mobile Search Presentation at FOUND