ASO

AppStoreOptimization

Berlin,2016/03

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MobileMarket

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AppsMarket

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AppsMarket

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AppvsResponsiveDesign

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AppStoreOptimization?

AppStoreOptimization(ASO)istheprocessofimprovingthevisibilityofamobileappinanappstore(suchasAppStoreforiOS,GooglePlayforAndroid,WindowsStoreforWindowsPhone).

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WhyASOisimportant?

63%

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AppStoreOptimization

ASO?

AppSearchOptimization

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AppStore Spotlight Safari/Spotlight GoogleSERP SERP/DeepLinking

AppSearchOptimization

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AppSearchalgorithmsareintheirInfancy

•NoPersonalizedSearch

•NoFullControlofthereviews

•NoGoogleHummingbirdAlgorithm(onlyAAS)

•Rankingsupervolatileandhardtotrack(AAS)

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RankingFactors

• AppStarts(howoftentheappisused)

• Retention/Uninstalls• Country• DownloadTime

• Rating(numberandvalue)• Reviews• No.Download• Links(≠LinkBuildingandonlyPS)

• Revenue(onlyPaidAppandonlyAAS)

• SocialMentions(onlyPS)

• Title• Description• Icon• Screenshot• Keywords(onlyAAS)• Category• Updates• DeepLinking(onlyPS)• AppStructure(Ex.Navigation)

InternalFactors ExternalFactors BehaviouralFactors

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Title

•MainKeywordintheTitle

•First“Description”

•TitlegointheURL(SEO)

•33charactersdisplayed(AAS)

•25charactersdisplayed(PS)

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Description

• First3linearemostimportant

• UsefulonlyforSEO(butwecanchoosethekeywords)

• Spotlightcrawlthetitleandthedescription.

• First3linearemostimportant

• RankingFactorforPlayStore

• Keywordsinthecontent(5x)

https://play.google.com/store/apps/details?id=com.king.candycrushsaga&hl=en

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Icon

•ImportantforBranding(+title)

•PossibilitytoA/BTestdifferentversions

•UsefulforattractnewusersandincreaseCTR

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Screenshots

•Max5picturesand1video

•Showninthesearchresults

•Howtheappworks?

• CommunicatetheUSPs

•Attracttheusers

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Category

•AlotofusersfindnewappsintheCategoryRanking

•TopAppSections

•OneofthemostimportantRankingFactors

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Rating

•OneofthemostimportantRankingFactors

• AppStoresshowntheaverageratingofthelastversion!

• Importantalsothenumberofreviews

•RatingsManipulation

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Reviews

•Badreviewsinfluencethedownloads

•Wecandiscovernewbugs

• Everytimewereleaseanewversionthereviewsgoinanothersection.

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DeepLinking

•ImproveUserExperience

•Re-engagementofAppUsers

•GooglenowshowsSERPwithDeepLinking

•UserscaneasilysharetheappcontentonSocialMedia

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DeepLinking

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AppStructure

•AppStoreanalyzethe“in-app”behaviour:search,category,pdp,…