DOMAIN AUTHORITY + LINKING DOMAINS SNAPSHOT

Metric*Vashi

(www.vashi.com)77 Diamonds

(www.77diamonds.com)Stevenstone

(www.stevenstone.co.uk)Rare Pink

(www.rarepink.com)

Domain Authority 42 45 32 35

Referring Domains 520 744 204 143

Considering selected direct competitors, Vashi takes second place, both from the Domain Authority as well as Referring Domains perspective. 77 Diamonds have highest metrics, although there is only a 3 point difference in DA value between them and Vashi.

* Both metrics were last updated in August 2015

Myth Buster

Mythbusters: Debunking App Store Optimization Myths

Ryan Kelley,Sales & Marketing (EMEA)Gummicube, Inc

Find Your Mobile Audience

My ASO JourneyPersonally published 100’s of iOS and Android applications

More than 500,000 downloads

Tested every ASO tool and “theory” for YEARS

“Repeat 5 keywords 5 times in GP descriptions”

“Target high search volume low competition keywords ”

“Use hyphens to index 3 keywords”

“Use English in Spanish KW field”

“Exact match/ partial match titles”“Guess!?”

Moment of TruthOpened an ASO agency which relied heavily on keyword tools

Clients were “performance based” and difficult to support…

The biggest phenomenon of all time

“Flappy Bird”

Reported as having LOW VOLUME

The ASO landscape was changing and what worked 3 months ago didn’t work anymore

The Search Was On!Needed more efficient and accurate software and data to

make more informed decisions

Joined Gummicube within 30 days of meeting the team

Gummicube Fact SheetThe Company

Founded in 2011 by Dave Bell & Anh Nguyen

Mobile Veterans with 4X Mobile Startup Experience

Market LeadershipThe Business

Global Big Data Analytics for Mobile & App Stores

Mobile Marketing Platform & Proprietary Market Data

Software with Service Full Service Business Model

Supporting All Stores

Best In Class Clients

The Best Technology paired with world class service and support

Proprietary Software DashboardApp Store Optimization

Market Trends for the App StoresBehavioral & Search Data

…..and more

HQ in Silicon Valley Offices in Germany, Seoul

Mobile Altered User BehaviorUsers%See%The%World%Through%the%Prism%of%Their%Most%Used%Device

Mobile'devices'are'“On'The'Go”'and'“On'Demand”

The'same'audience'has'different'needs'in'mobile'vs.'PC= Less'Storage= Smaller'Screens= More'Social= Location'Based

Users'are'being' trained'as'“mobile'first”'audience

Do you know your mobile audience?

Mobile Data is CRITICAL

• User behavior • Search semantics • Trends • Competitors • Search Algorithms

Competitors

TrendsUser Feedback

Algorithm

Rank

ings

Mobile Differs from Web

You can’t rely on web search trends or behavioral data!

Even Technicals are Different

•Declared Keywords

•Title Field - 255 characters

•Keywords & Title matter most in Apple algorithm

•Description used to manually “validate” KW’s

•User reviews give “unfair advantage” in KW ranking

•Undeclared Keywords

•Title Field - 30 characters

•Description & Title matter most in Google algorithm

•Structure of description is critical to success in GP

•Backlinks & Social to GP page give unfair advantage

Why Focus on ASO?Mobile has matured beyond CPI

“Tapping into organic app traffic while strategizing your organic mobile app marketing is a defendable position…”

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So Much BAD ADVICE• ASO “Tools” Don’t Do ASO - They were built on the back of the

Google KW Planner and use mostly web data

• Consultants Don’t Have Scale - Working on dozens of apps vs. entire store is like the difference between weather and climate

• Self Preservation - Advice is based on what the writers could historically support with their technology; not best practices

It is a disconnected system of misinformation

Myth #1 - All About KeywordsKeyword Search Results

App Store Page

Click Through Rate (CTR)

Downloads

Monetization

KW Optimization Factors

Myth #2 - “One and Done”• App Store Optimization is iterative and

requires ongoing efforts to succeed

• Variables change with new apps, trends, seasons, OS features and new hardware

• Keyword dilution happens daily as 5,000 apps are added to stores daily

• Icons & Screenshots grow stale over time and user behavior changes at a rapid pace

Weather = Short Term(Like CPI)

Climate = Long Term (Like ASO)

CPI and ASO require different approaches

Myth #3 - Buy Your Way To Success“Chart Boosting” Buying quick burst of downloads to rank higher

“PPI - Pay Per Install” Cost upwards of $2.50/install in top markets

“Brand Marketing” Good TV, Radio, Print costs millions

ROIPaying to maintain chart ranking is not ASO and has less value over time

Important for Retailers - 66% of digital retail in mobile

Top “Shopping” Trends in Mobile - Daily Deals - Discounts & Coupons - Hyper-Local

Cartwheel “drives” users to mCommerce & Stores 30%-40% more search volume than Target brand

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Myth #4 - Brand Recognition is Enough!

Myth #5 - Web and Mobile Are Similar

Web Trends Are Not Mobile Trends

Search Algorithms Are Different

Consumer Behavior Is Different

Not The Right Structure OR Data

GENERIC KW TOOLS

In Summary…1. Optimize your entire organic funnel.

2. ASO is like the climate and is a long term strategy.

3. ASO drives down UA costs.4. Your web customers are not the same as

your mobile customers.

5. Web and mobile use different datasets.

Thank You!Ryan KelleySales & Marketing (EMEA)Gummicube, Inc.rkelley@gummicube.com

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