SearchMan FOUND SV Presentation

UpdatedApril 1, 2013

by SearchMan.comCopyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 1

SEO for Apps

+

First…Do you know what Apple did last

summer?

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 2

In iOS6, “categories” hidden & harder to

access

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 3ios 6: “categories” hiddenios 5: “Categories” in menu

“Categories” also harder to use in iOS 6.


1st

2nd

3rd

In ios-5, only 3 taps needed to access an app

Compare “Categories” in iOS5with iOS6


1st

2nd 3rd 4th 5th

In ios-6, five taps needed, Almost 2x as

much as ios 5

Genius debuts, “search” stays on main

menu.

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved. 6New: ios 6 – “Search”Old: ios 5 – “Search”

X

Search is biggest driver of app

discovery…


Search vs. In-App Ads

Wait. Have we seen this movie before?


New: ios 6 “search”Old: ios 5 “categories”

iOS6 Search: 25 apps/page 1

app/page.


AppStore Search: ios5 ios6

Opportunity: Rank higher…and beat

zynga Users likely to search longer kw phrases to get best results

Competing with zynga on “poker” may get you nowhere

but competing for less competitive longer kw phrases works


App

Category

RankingSearch Ranking

Games –

Casino

(Top Grossing)

"poker""poker

casino"

21-in-1 Casino

and Sportsbook #212 #50 #1

Poker by Zynga #2 #1 #4as of Sep 23, 2012. iphone, US appStore.

Why are 70% of search queries long tail?

Users get better search results with descriptive queries

Marketers see better conversion & face less competition

Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.

11Copyright 2011-2012 SearchMan & AppGrooves Corp. All Rights Reserved.

70% of search traffic

comparing

google play store

with

Apple App Store

Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 12V

s

Google play: More apps per Search

results page

Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 13

1 app per page 7-8 apps per page

iphone Google play

Google play: Easier to access Deeper

search results


25 flicks to access app #251 flick to access App #25

iphone Google play

FlickFlick

Google play accessibility: more results

for less effort

15

Google play: returning many more search

results


Query iPhone Google Play

restaurants 8,853 apps 17,321 apps

hotels 6,751 13,888

fashion 4,372 11,515

poker 2,254 6,155

camera 11,263 19,897

shopping 7,956 14,003

news 14,612 20,018

US store search results for March 17, 2013

Google Might be using synonyms to expand

queries and recall

Google Play: spell checker might be

working betterExample: 100x more results when you

misspell “calendar”

Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 17iphone Google play

Spell checker: Number of search results

returned


Misspelled Query iPhone Google Play

resteraunt 1 app 10,523 apps

hotwls 0 15,630

fasion 4,537 11,127

pocker 2,648 16,890

camara 862 20,574

shoping 8,231 14,411

newz 9 19,316

US store search results for March 17, 2013

Google Play: less competition than ios

app store?


0 500 1K 1.5K 2K 2.5K 3K#apps

New apps / day

App updates/day

*US store daily average for the period Feb 18 to March 10, 2013

Similar # of new apps launched per day

Far fewer developers updating their apps…it’s

less competitive

But What about Google Play

Monetization?


Apple has credit card info. Google has tried

carrier billing

In japan, Carrier billing accelerated

Monetization

Summary: google play store seo is a

good investment1. User sees more results per page

2. easier for users to access lower ranked

results

3. synonyms & spelling correction more

apps get found

4. Fewer developers updating apps- it’s less

competitive

5. carrier billing may improve google play

monetization

6. Search engine optimization for google play is

easier Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 21


How to

Get Started

+

What SearchMan helps you do…


✔

✔

✔

SEO for Google Play vs. Apple App store


Elements iOS App Store Google Play

Keyword

Relevancy

to Search

Engine

Algorithm

App Name Keywords High(Apple suggests<35

length)

High

Tags

(Secret iTunes Keywords)

High(100 characters,

including commas)

Not needed

Description Keywords Unclear Yes

Keywords in in-store

reviews & 3rd partyapp

review sites

Black Box

Quantitativ

e factors

that may

affect

search

rankings

Downloads (total, velocity)

Black boxRatings (ave, total, velocity)

Revenue (total, velocity)

Social Signal (FB, TW, G+)

No Review Process forGoogle play – can update keywords often

No need for tags or “secret” iTunes keywords in Google Play

Descriptions count and are important in Google Play

How SearchMan can help you grow

1. Track your performance daily

A. Visibility score – see how discoverable you are

B. Search rank tracking

C. Competitor tracking

2. Improve your keywords regularly

A. Research and store keywords in “notepad”

B. Borrow keywords from competing apps

C. Get re-prioritized keywords in < 30 seconds

3. Update often. SEO is not “fire and forget”

weapon

4. Rinse. Repeat.Copyright 2011-2013 SearchMan&AppGrooves Corp. All Rights Reserved. 25

To make it painless for new users…


Thanks

more in-depth guides at

searchman.com/how-it-works/

email: [email protected]


Search the App Store on SearchMan

it’s more productive than hanging out on Facebook

Business

SearchMan FOUND SV Presentation