Dave Lloyd has over 15 years of experience in search and digital marketing. He discussed strategies for optimizing mobile apps across various app stores and platforms. True optimization requires more than just app optimization and includes developing a clear brand strategy, ensuring high app quality, and focusing on key performance indicators to measure results. Key factors that influence app ranking include keywords, ratings, reviews, and download metrics.

1. #pubcon
DAVE LLOYD
#pubcon
APP STORE
OPTIMIZATION

2. #pubcon
@davelloyd1
slideshare.net/dalloyd
Dave Lloyd
15 years in Search & Digital Marketing
Global team delivering Organic, Site
Search, & App Store Optimization
strategies for all Adobe products
Deliver industry best practices
Drive KPI-focused results
Showcase Adobe solutions

3. #pubcon
Strategy
App Optimization
App Quality
Results
@davelloyd1
Key Message
True optimization requires
more than just app optimization

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GLOBAL APP TRENDS
http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1

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GLOBAL APP TRENDS
http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1
App Downloads by Store Q2 2015 (US ) App Revenue by Store Q2 2015 (US )

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GLOBAL APP TRENDS
App Stores Download Share 2014 (Global) App Stores Revenue Share 2014 (Global)

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APP INDEXING AND GOOGLE NOW ON TAP
Android – 2 years in market iTunes – May 2015
@davelloyd1

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iOS 9 APP INDEXING
https://developers.google.com/app-indexing/ios/app
http://search-codelabs.appspot.com/codelabs/app-indexing#1
@davelloyd1
Support HTTP deep links
Add the App Indexing SDK
Check your implementation
Enhance your search performance
Support Deep Links
Publish Deep Links
Test implementation
Measure performance
GOOGLE DEEP LINKING

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ADOBE’S UNIVERSE OF 104 APPS
6
30
43
2
29
iOS CATEGORIES
iPHONE APPS
iPAD APPS
APPLE WATCH APPS
GOOGLE PLAY APPS
@davelloyd1

10. #pubcon
App
Production
App
Dev
Social
Localization
Mobile
Strategy
BU
Paid
Media
Store Team
UI
Executives
Product
Marketing
Analytics
Web
Production
IT
Social
Global
Teams
(Loc)
Web
Strategy/
Mobile
BU &
Content
Owners
Paid &
Search
Media
Store Team
UI
Executives
Product
Marketing
Analytics
@davelloyd1

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CHALLENGES AND SOLUTIONS
Strategy
App Quality
Optimization
Results
Inconsistency with brand
strategy & plans
Poor Quality
Poor Reviews and Ratings
Just launch & optimize later
Poor keywords, images, and
descriptions
Inconsistent Data
KPIs not agreed upon
Clear mobile brand story
Best-in-class marketing practices
Guide app launch & EOL
Paid media investment
App dev best practices
Provide app developers Ratings &
Reviews feedback
ASO & marketing performance
Process improvements
Agree on success metrics
Create & deliver KPI scorecard
@davelloyd1

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APP PORTFOLIO MANAGEMENT
Clean, visually unique icons
Clear value differentiation
for apps that compete in
category
Consistent Category
definition for app
placement
@davelloyd1

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APP RANKING FACTORS
1. App Category
(keyword)
2. App Publisher
(keyword)
3. App Title
4. Ratings (quantity)
5. Ratings (score)
6. Keywords (visible only
in iTunes CMS)
7. Download quantity
8. Download velocity
9. App uninstalls *
10. Engagement *
11. External links *
1. Description
2. Reviews
3. Images
4. Preview video *
* = Google Play only
Search FactorsConversion Factors
@davelloyd1

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APPLE iTUNES Vs. GOOGLE PLAY
Apple Google
Keyword Field
Description Impacts Rank
Images Up to 5 Up to 8
Social and +1 Signals
External Linking
App Engagement Metric
@davelloyd1

15. #pubcon
KEYWORD RESEARCH
Gather
Product & Marketing teams
Review competitors
Ideate
Generate KW ideas
Evaluate volume, opportunity, and relevance
Decide
Review & reduce
Select keywords
@davelloyd1

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iTUNES KEYWORD PROPERTY
Brand Terms & Phrases for highest search relevance
Keywords aligned with Product & Marketing teams100 character keyword limit
Ordered in priority to support localization
image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour
@davelloyd1

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DESCRIPTION
Compelling first sentence UVP – Unique Value Proposition
@davelloyd1

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DESCRIPTION
@davelloyd1
Authoritative 3rd party reviews
(if you have them)
Features & Benefits

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IMAGES REFLECT BOTH FEATURES & BENEFITS
@davelloyd1

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RATINGS & REVIEWS
Check your lowest ratings
Identify patterns in Review comments
Share feedback with product dev team
@davelloyd1

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LOCALIZATION PROCESS
Language Translation Localization
English Extract
Japanese 抽出 エクストラクト
Norwegian Trekk ut Extract
Polish Wydziel Wydzielanie
Finnish Erota poimi
Russian Извлечение Извлечь
App Content Optimized Content localization Geo team reviews ASO team validates App Launch
Translation vs. Localization
(context & culture)
Keyword localization should be
per geo
@davelloyd1

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ENTERPRISE TOOLS TO USE
Comprehensive data
Strong visual reporting
Reviews aggregation & analysis
Easy data extraction
Global visibility
Keywords
Competition
Trends
KPI Analysis
Integration with iTunes Store data
VALUE OF TOOLS
@davelloyd1

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RANKING & COMPETITOR QUANTITY
@davelloyd1

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RATINGS & REVIEWS
Quantity of 1-5 Ratings and verbatim Review comments
By Country, Rating #, and App Version
@davelloyd1

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VISIBILITY SCORE
App Optimization update
VisibilityScore
Keyword Volume Keyword Rank= XVisibility Score
@davelloyd1

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DOWNLOAD VOLUME & VELOCITY
75% increase in daily downloads
App update, including ASO
Download trends by country
@davelloyd1

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THE NEAR AND FAR FUTURE
Internet of Things market will sell more than PC, tablet, and phone
markets combined
Apple Car Play and Google Android Auto are both in development
Apple acquired Metaio, an Augmented Reality startup
Google's I/O conference included Cardboard, a mobile Virtual
Reality platform
Google led a $500 million investment in Magic Leap, an AR
company
Facebook's Oculus Rift debuted the VR film Henry
Microsoft HoloLens is now a fully untethered holographic
computer
@davelloyd1
Mobile App usage will soon overtake Mobile Web usage
Google’s Now on Tap indexes app content frequently
Wearable Technology
Anonymous app usage (Whisper and Kik)
Personalized & geo-targeted push notifications (e.g. Beacon)

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Align to brand
strategy
User experience
across platforms
More resources put
toward apps
Agree on media
plan and budget
STRATEGY
PRACTICAL TAKEAWAYS
@davelloyd1

29. #pubcon
Educate on app best
practices
Review in-app user
experience
Improve Ratings &
Reviews feedback
loop with app
developers
APP QUALITY
PRACTICAL TAKEAWAYS
@davelloyd1

30. #pubcon
Update keywords Control: App Name,
Keywords, Title,
Category,
Description, Images,
Video
Influence: Ratings,
Reviews, Download
Velocity
OPTIMIZATION
PRACTICAL TAKEAWAYS
@davelloyd1

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Align on success
metrics
Create & deliver KPI
scorecard
Focus on in-app
customer
engagement
DATA AND RESULTS
PRACTICAL TAKEAWAYS
@davelloyd1

32. #pubcon
Strategy
App Optimization
App Quality
Results
@davelloyd1
Key Message
True optimization requires
more than just app optimization

33. THANK
YOU
@davelloyd1 #pubcon
slideshare.net/dalloyd