asobarcamp 2 - the (past, present and) future of aso - hugh mccallion, traffic optimiser
TRANSCRIPT
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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
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The (past, present and) Future of ASO
Hugh McCallion, Commercial Director
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The Past….
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Past – Old School ASO
Long Titles
No Analytics
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Past A/B Screenshot testing….using PPC & Optimizely
ASO Barcamp 1 #neverforget
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Past – pointless social integration
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The Present…..
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Present - App High Deletion Rate
28% of smartphone users delete an app within one month of downloading it
Link
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Present - Appstores Are A Mess
Why does Goal.com
rank for “pissing”?
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Present - Curation “King-makers”
Being Featured leads to mass downloads of particular apps
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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
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Present – PPC on Google Play Store
• Rolled out for all marketers
• Taking a while to….get good
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The Future – App Indexing
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The Future – App IndexingWhat is app indexing?
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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
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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
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The Future – App IndexingWhere will my app content be seen?
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If you compare iOS8 and iOS9…..
Much richer, deeper, indexed content is now available from Spotlight Search
iOS8 iOS9
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The new Search Engine landscape
App Stores OS Search
Engines
Web Search
Engines
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The Future – App IndexingWhy are Apple and Google doing this?
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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
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Apple
Your new search engines are:
• Spotlight
• Siri
• Safari browser address bar
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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
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The Future – App IndexingWhat are the ASO implications?
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Multilingual
If you are not localising your apps you are out of this ecosystem
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More Analytics…. Yesterday’s announcements at SMX East
Segment Analytics based on:
Clicks on the
search result linksClicking on the
install app button
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In Summary…..
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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