AppCodes - app store marketing toolbox

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appcodes
  • a practicalApp Store SEO tutorial 5th April 2013
  • using only App Store SEO you can achieve$300 - $6000 3k - 150k or in sales free downloads per month ( based on our experience and the stories we’ve heard from our users )
  • this is thesearch phrasepeople type iton their phone inthe app store search
  • those are the this is what you give to Applesearch keywords
  • search iTunes ≠phrases keywords
  • The most important thing.Your goal is not to improve your position.Your goal is to find the search queries which work.That is because there is no known way to improveyour position for a search query.
  • Positioning 1011. brainstorm your search queries2. prepare appropriate search keywordsApp name & dev name also matters, so don’t repeatit in the keywords. App description, on the otherhand - doesn’t matter.Unlike Google SEO, there is not much more you cando if Apple doesn’t put you on top of the result list.That’s why you should focus on looking on phraseswith little competition, not just high popularity.
  • search queryracing gamefighting gamelaser gamewheelsrobots think of phrases that people may be searching for
  • result count search query >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots how many results show up for each one?
  • result count search query >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots 10 robots on wheels 15 robot game 30 sexy robots 5 fighter robots good phrases because count < 30
  • result count search query >100 racing game >100 fighting game 90 laser game bad phrases >100 wheels ( too much competition ) >100 robots 10 robots on wheels 15 robot game 30 sexy robots 5 fighter robots
  • result count search query >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots 10 robots on wheels 15 robot game 30 sexy robots 5 fighter robots choose your iTunes keywords based on this robots,on,wheels,game,sexy
  • result count search query pos. >100 racing game >100 fighting game 90 laser game >100 wheels track your position >100 robots in the store 10 robots on wheels 5th 15 robot game 3rd 30 sexy robots 31st 5 fighter robots robots,on,wheels,game,sexy
  • result count search query pos. >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots 10 robots on wheels 5th 15 robot game 3rd 30 sexy robots 31st 5 fighter robots improve the keywords by removing the ones which don’t work
  • count search query pos.>100 racing game>100 fighting game90 laser game>100 wheels>100 robots10 robots on wheels 515 robot game 330 sexy robots 315 fighter robots essence of AppCodes
  • essence of AppCodes
  • our other features
  • if name doesn’t fit the grey bar, it willbe truncated in the App Store Search
  • results as they appear in the App Store
  • quick preview of the result count etc.
  • see app popularity at a glance
  • download estimates via Xyologic
  • our guess of app iTunes Keywords
  • you can mark your competitors here
  • then click the “competitors tab”
  • then click the “competitors tab”
  • words popular in their descriptions & names
  • words within their iTunes keyword list
  • press mentions, press releases
  • beware!good SEO ≠good sales
  • you need to havea good conversion rate as well
  • How to do it? Brutally speaking, make sure that your app is not crap- it’s not yet another flashlight/dictionary/photo app- a game with less than supreme qualitybut foremost - it needs “user appeal”
  • Where is your target market? e.g. we’ve seen devs from Europe claiming they target U.S. but spending 90% of their communication in their home countries true story: - oh yes, we target U.S - says a dev - how many reviews do you have there? - we don’t track those stats outside of GermanyDo you talk to users from that market?What are your reviews on that market?
  • Did you talk to your users?- did you ask anyone outside of your friends & family for a review?- did you discuss the idea on web forums?- did you visit a local meetup/barcamp and talked to real people about it?- did you talk to bloggers about your idea?“Well, I posted on that one forum one time, and nobody replies”Don’t blame the forum. It’s either your pitch, or your idea that is lousy -you’ve got work to do. If you cannot find at least a dozen people in theInternet, who will be excited by your concept, even the best seo won’thelp you.
  • The first screenshotneeds to explain indetail what the appis supposed to do
  • even if yourapp is horizontalmake the screenshotvertical** - unless you’re Rovio,if you’re Rovio, peoplealready know what yourgame does
  • see?
  • by the waycheck the amountof ratings in yourtarget country(we recommendAppFigures for that)and ask explicitly forreviews, using AppIrater
  • Talk to the real people- conferences- barcamps, meetups- wherever your target audience hangs out- see who wrote about your competitors, approach them as wellMost failures we’ve seen were becauseeither the product was lousy, it had lousyscreenshots, or the authors didn’t talkto their customers.
  • Your next steps1. build your competitor list2. brainstorm the search queries3. figure out the new keywords4. update your app5. make sure you have good screenshotsand you ask users for the reviews6. iterate iterate iterate
  • and don’t forget to tell your colleagues about [email protected]
  • btw. we also recommend these booksgood basics of PR interface design design in general (we’re unaffiliated with the autors)
  • and if you’re building a game, watch this do you have a similar passion?Plenty of people try to build a game because they heard it’s a good business, or they heard of this guy from “Ow My Balls” who had a smashing success. But you cannot achieve success in games unless you live and breathe them. This is different from tools, business and any other kind of apps, where you can usually getdecent income while working part time. In case of other apps, it’s all about carving out yourown niche. In case of games, it’s about building a supreme product - there arguably are fewer niches.
  • This is a version 1.0 of this presentation. Anything missing? Let us know. [email protected]
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Description
A guide through an app store marketing toolbox, AppCod.es.
- App Store SEO
- Competitor Tracking
- Promo Code Dispenser
Text
  • a practicalApp Store SEO tutorial 5th April 2013
  • using only App Store SEO you can achieve$300 - $6000 3k - 150k or in sales free downloads per month ( based on our experience and the stories we’ve heard from our users )
  • this is thesearch phrasepeople type iton their phone inthe app store search
  • those are the this is what you give to Applesearch keywords
  • search iTunes ≠phrases keywords
  • The most important thing.Your goal is not to improve your position.Your goal is to find the search queries which work.That is because there is no known way to improveyour position for a search query.
  • Positioning 1011. brainstorm your search queries2. prepare appropriate search keywordsApp name & dev name also matters, so don’t repeatit in the keywords. App description, on the otherhand - doesn’t matter.Unlike Google SEO, there is not much more you cando if Apple doesn’t put you on top of the result list.That’s why you should focus on looking on phraseswith little competition, not just high popularity.
  • search queryracing gamefighting gamelaser gamewheelsrobots think of phrases that people may be searching for
  • result count search query >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots how many results show up for each one?
  • result count search query >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots 10 robots on wheels 15 robot game 30 sexy robots 5 fighter robots good phrases because count < 30
  • result count search query >100 racing game >100 fighting game 90 laser game bad phrases >100 wheels ( too much competition ) >100 robots 10 robots on wheels 15 robot game 30 sexy robots 5 fighter robots
  • result count search query >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots 10 robots on wheels 15 robot game 30 sexy robots 5 fighter robots choose your iTunes keywords based on this robots,on,wheels,game,sexy
  • result count search query pos. >100 racing game >100 fighting game 90 laser game >100 wheels track your position >100 robots in the store 10 robots on wheels 5th 15 robot game 3rd 30 sexy robots 31st 5 fighter robots robots,on,wheels,game,sexy
  • result count search query pos. >100 racing game >100 fighting game 90 laser game >100 wheels >100 robots 10 robots on wheels 5th 15 robot game 3rd 30 sexy robots 31st 5 fighter robots improve the keywords by removing the ones which don’t work
  • count search query pos.>100 racing game>100 fighting game90 laser game>100 wheels>100 robots10 robots on wheels 515 robot game 330 sexy robots 315 fighter robots essence of AppCodes
  • essence of AppCodes
  • our other features
  • if name doesn’t fit the grey bar, it willbe truncated in the App Store Search
  • results as they appear in the App Store
  • quick preview of the result count etc.
  • see app popularity at a glance
  • download estimates via Xyologic
  • our guess of app iTunes Keywords
  • you can mark your competitors here
  • then click the “competitors tab”
  • then click the “competitors tab”
  • words popular in their descriptions & names
  • words within their iTunes keyword list
  • press mentions, press releases
  • beware!good SEO ≠good sales
  • you need to havea good conversion rate as well
  • How to do it? Brutally speaking, make sure that your app is not crap- it’s not yet another flashlight/dictionary/photo app- a game with less than supreme qualitybut foremost - it needs “user appeal”
  • Where is your target market? e.g. we’ve seen devs from Europe claiming they target U.S. but spending 90% of their communication in their home countries true story: - oh yes, we target U.S - says a dev - how many reviews do you have there? - we don’t track those stats outside of GermanyDo you talk to users from that market?What are your reviews on that market?
  • Did you talk to your users?- did you ask anyone outside of your friends & family for a review?- did you discuss the idea on web forums?- did you visit a local meetup/barcamp and talked to real people about it?- did you talk to bloggers about your idea?“Well, I posted on that one forum one time, and nobody replies”Don’t blame the forum. It’s either your pitch, or your idea that is lousy -you’ve got work to do. If you cannot find at least a dozen people in theInternet, who will be excited by your concept, even the best seo won’thelp you.
  • The first screenshotneeds to explain indetail what the appis supposed to do
  • even if yourapp is horizontalmake the screenshotvertical** - unless you’re Rovio,if you’re Rovio, peoplealready know what yourgame does
  • see?
  • by the waycheck the amountof ratings in yourtarget country(we recommendAppFigures for that)and ask explicitly forreviews, using AppIrater
  • Talk to the real people- conferences- barcamps, meetups- wherever your target audience hangs out- see who wrote about your competitors, approach them as wellMost failures we’ve seen were becauseeither the product was lousy, it had lousyscreenshots, or the authors didn’t talkto their customers.
  • Your next steps1. build your competitor list2. brainstorm the search queries3. figure out the new keywords4. update your app5. make sure you have good screenshotsand you ask users for the reviews6. iterate iterate iterate
  • and don’t forget to tell your colleagues about [email protected]
  • btw. we also recommend these booksgood basics of PR interface design design in general (we’re unaffiliated with the autors)
  • and if you’re building a game, watch this do you have a similar passion?Plenty of people try to build a game because they heard it’s a good business, or they heard of this guy from “Ow My Balls” who had a smashing success. But you cannot achieve success in games unless you live and breathe them. This is different from tools, business and any other kind of apps, where you can usually getdecent income while working part time. In case of other apps, it’s all about carving out yourown niche. In case of games, it’s about building a supreme product - there arguably are fewer niches.
  • This is a version 1.0 of this presentation. Anything missing? Let us know. [email protected]
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