an introduction to app store optimisation

An Introduction to App Store Optimisation

What will I learn?

A bit about apps

How to optimise

How to improve visibility

A bit about apps

People love games. Simple.Games

Business

Education

Lifestyle

Entertainment

Utilities

Travel

Books

Music

Health and Fitness

Productivity

Food and Drink

Sports

Photo and Video

Finance

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

22.21%

10.41%

9.59%

8.83%

6.52%

5.02%

4.32%

3.49%

2.97%

2.87%

2.79%

2.62%

2.53%

2.39%

2.32%

Share of active apps

Most popular Apple App Store categories in September 2015, by share of available apps

Recognise the Top 3 most downloaded games?

The App Store is huge…

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..but not as big as the Google Play

Dec '09

Mar '10

Apr '10Jul '1

0

Oct '10

Apr '11Jul '1

1

Aug '11

Dec '11

Feb '1

2

May '1

2

Jun '12

Sep '1

2

Oct '12

Apr '13Jul '1

3Jul '1

4

Feb '1

5Jul '1

50

200000

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How to optimise

How to improve visibility

Step 1: Keyword Research

Gain access to some app research tools

Identify those relevant, in-demand terms that users search with

Confirm the keywords you feel are realistic to see results for

Only 30 characters at your disposal. Try to include keywords in addition to the

name

Limit of up to 225 characters

A cut off after 30-40 charactersApple uses the entire title for keyword

targeting Despite this, keep the title short

Step 2: Your Title

This is common sense…

1. Keep it professional

2. Don’t leave it blank!

Step 3: The Icon

You can only apply keywords in the App Store

Only 100 characters available so choose wisely (don’t repeat those in the title!)

Separate with a comma

N.B. Apple pay close attention to this field

Step 4: Keywords

Again, a limit of 4000 charactersClick to expand

Keywords are of direct relevance here

A limit of 4000 characters for the description

Open with your USPKeywords included provide no ranking

value here

Step 5: The Description

The preview length can be longer in Google Play, 30 seconds to 2 minutes

Length of video should be 15-30 seconds

Step 6: App Previews & Screenshots

Other considerations

Localisation Reviews & Ratings Publicise and build authority