aso barcamp 2 - debunking app store optimization (aso) myths - ryan kelley, gummicube
TRANSCRIPT
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
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, [email protected]
Trusted by 1000’s of Partners