A new report released today confirms earlier findings indicating a mobile app’s ranking in the iTunes App Store is now taking into account ratings and other metrics in order to help determine its place on the charts. According to Appurify, the Google Ventures-backed startup behind an app de..
We’re all about helping developers discover new ways to drive adoption of their apps organically – because organic users are the best, most valuable users. One of the best ways to do this is to optimize your keywords and drive high quality, honest reviews about your app from real end users. The reviews and ratings will be tied directly to the keywords associated with your app – as you have more reviews with relevent keywords, your rank will increase! This is of course what Gummicube is all about.
Another method of promoting your apps organically is SEO (search engine optimization). The reason that SEO is important in a mobile world is two-fold:
1. Just like users search for apps in the App Store, many will “Google” for apps and you want to be at the top of the stack on the first page.
2. We believe that in the future, App Store Search is going to incorporate some degree of “score” for back links and web-based metadata.
There have been suggestions that search in Google Play is already incorporating some of this web-based metadata into their app store search algorithm. To be prepared for this important new “factor” in search based app discovery there are a few things that you can do:
– Have a great “squeeze page” online that is filled with great content and metadata. If you are serious about app store success, you will need to throw up a WordPress site at a very minimum that is loaded with great, useful content for your end users. Don’t forget to make the content keyword rich.
– Focus on the same keywords for both your SEO and your ASO efforts. They will work together to make your app stand out and target the right audience. For SEO, try to focus on 10 keywords or less that have meaningful traffic but low competition (if possible). You can use the Google Keyword Planner to research keywords that will make a difference for your app.
Hint: This is the same tool that many of the companies who provide keyword analysis for ASO use to determine traffic volume and relevance (they aren’t actually scraping search data from the App Store) and you’ll get it for free by getting to know how to use Google Keyword Planner.
– Write great press releases and distribute them everywhere. There are a ton of websites and news organizations that cover apps as well as directories where you can submit your press releases. Many have great “PR” (page rank) with Google, which can help boost up your own site rank.
This can seem like a lot of work for an independent developer – but not to worry – there are plenty of services that can help you optimize for SEO and submit your press releases to plenty of websites and news organizations. One partner that we can recommend for this type of App Marketing is yourappreport. YourAppReport has a great track record of delivering results for a reasonable price and can help get your app the web coverage that you are looking for.
They also have a great free keyword analysis report that can give you tons of great high level data about your app/keyword/strategy.
Fun To Do for iPad
The developer of Fun To Do for iPad had created an app with amazing new interfaces to manage your calendar and other day to day tasks. Unfortunately, people were having trouble finding this app among the many other “to do” apps in the App Store.
One campaign on Gnome Escape got users buzzing about the app in iTunes. More than 179 real users provided feedback, ratings and reviews for the app – helping organic users understand the benefits of using Fun To Do for iPad. We also measured real improvement in search rankings for critical keywords related to the app.
Keyword: To Do List Before Gnome Escape: Not Ranked After Gnome Escape: Rank #5
Keyword: Calendar Before Gnome Escape : Rank: #613 After Gnome Escape: Rank #28
As the charts above indicate, Fun To Do List jumped to #5 for “to do list” and ranked in the top 30 for “calendar” after running our campaign. The most valuable users who are actively seeking out this type of app can now easily find it. Mission Accomplished.
Thanks to the developer of Fun To Do for iPad for working with us and also posting up to share his great experience with Gnome Escape.
It has been established by numerous independent studies that App Store Search is the most powerful sales channel for apps of all kinds. Nearly 70% of all downloads across both iOS and Android ecosystems are driven by keyword search queries. This behavior is easy to understand – most people don’t know what specific app they want to download, only the problem that they are looking to solve. Indeed, whenever I observe friends or family downloading apps they turn to search first – terms like “Finance Apps” “Movie Times” “Shooter Games” are how end users define app discovery.
The point above also illustrates why charts are largely irrelevant for most apps. Charts are an un-targeted, expensive way to get a great deal of visibility – but not necessarily the right visibility. Most users who want an app to perform a specific task aren’t going to scroll through 100’s of tiles in a category listing to find what they are looking for. Buying your way to the top of the charts has been reported to cost as much as $100,000 in today’s market, making this kind of “bulk marketing” extremely risky gambling for most developers and publishers.
Success in App Store search requires picking the right keywords, optimizing your app description and taking steps similar to traditional SEO for the web. Unlike the web, there is a tool that apps have to enhance their positioning within App Store search and increase the traffic from this powerful channel. In all digital marketplaces, more than 85% of users base their purchase decisions on recommendations from other users. This is also true in the App Store (and other digital stores like Google Play).
If your app doesn’t have user validation and feedback, mobile user reviews, you won’t fully maximize your opportunity to reach users in App Store search. This is very much like being in the middle of a foreign city and searching for a nearby restaurant. You are far more likely to dine where others (locals, not necessarily those just in your own social network) recommend you will have the best experience. When a potential customer searches for a term closely related to your app, they are making a decision to click and view more almost exclusively based on the recommendations of other users.
Think of your own app download behavior – doesn’t this process ring true based on how you discover and download most apps?
In addition to these benefits, user reviews and ratings impact how App Store search engines relate your app to the keywords that you have chosen. If you are focused on building a travel app that gives a guided tour of Iceland, you will probably select keywords like “Travel” “Iceland” “Iceland Tours”, etc. Having user reviews that mention this focus will help the App Store know that your app is related to those keywords. Think of this like having strong back links to your website which help Google determine what your website is all about.
Consider these factors when designing and marketing your next app. The choices you make and tools that are used can greatly increase the effectiveness of your marketing and increase organic uptake.
As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing. Today’s post provides a high-level view of App Store Optimization, and gives tips on how to break into the rapidly expanding world of apps.