asobarcamp 2 - the (past, present and) future of aso - hugh mccallion, traffic optimiser

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

Future boy

The (past, present and)

Future of ASO

Hugh McCallion,

Traffic Optimiser

The (past, present and) Future of ASO

Hugh McCallion, Commercial Director

The Past….

Past – Old School ASO

Long Titles

No Analytics

Past A/B Screenshot testing….using PPC & Optimizely

ASO Barcamp 1 #neverforget

Past – pointless social integration

The Present…..

Present - App High Deletion Rate

28% of smartphone users delete an app within one month of downloading it

Link

Present - Appstores Are A Mess

Why does Goal.com

rank for “pissing”?

Present - Curation “King-makers”

Being Featured leads to mass downloads of particular apps

Present – Conversion Optimisation is HAPPENING NOW (on Android….)

Google Experiments are LIVE and REAL

Win awards, impress your friends

A/B test:

• Icons

• Screenshots

• Descriptions

Present – PPC on Google Play Store

• Rolled out for all marketers

• Taking a while to….get good

The Future – App Indexing

The Future – App IndexingWhat is app indexing?

What is app indexing?

Deep Linking allows the content in your app to be searchable

Existing

UsersCurrently have the

app installed

Public

searchersWho don’t have

the app installed

Universal Links in iOS9

This is a pretty big deal….

Link from an

appClick on link

Loads URL for

web-page

Loads

corresponding

app position

The Future – App IndexingWhere will my app content be seen?

If you compare iOS8 and iOS9…..

Much richer, deeper, indexed content is now available from Spotlight Search

iOS8 iOS9

The new Search Engine landscape

App Stores OS Search

Engines

Web Search

Engines

The Future – App IndexingWhy are Apple and Google doing this?

Apple and Google are deprecating the role of the App Store• New ways to discover richer app content

• Actively indexing app content rather than just the app store listing page

App Stores OS Search

Engines

Apple

Your new search engines are:

• Spotlight

• Siri

• Safari browser address bar

Spotlight Search vs. m.google.com

• 1.6bn PCs

• 1.4bn Google Android

• 4-500m Android in China (No Google)

• 700-750m iOS

Link

100m iOS MAUs 500m iOS MAUs

Apple could start taking serious amounts of traffic away from Google

It is possible to do! They did it with Maps on iOS

The Future – App IndexingWhat are the ASO implications?

Multilingual

If you are not localising your apps you are out of this ecosystem

More Analytics…. Yesterday’s announcements at SMX East

Segment Analytics based on:

Clicks on the

search result linksClicking on the

install app button

In Summary…..

Summary

1. Get excited about deep linking

2. Apple and Google want to crawl your app

3. The search landscape is going to change

4. More opportunity for ASO