Generate Great Business Results from Case Studies

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En provenance du cours de University of California, Davis

Advanced Search Engine Optimization Strategies

278 notes

University of California, Davis

Advanced Search Engine Optimization Strategies

278 notes

Cours 5 sur 6 dans Specialization Search Engine Optimization (SEO)

This course focuses on technical, mobile and social strategies for increasing site traffic. Learn how to build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Discover techniques to optimize mobile-friendly websites, get mobile apps discovered, and leverage social media to drive organic SEO traffic. You will also learn how to identify key SEO metrics and collect, interpret, validate, and report success to your clients and stakeholders.

À partir de la leçon

Make the Most of Mobile and App SEO

This module will provide you knowledge necessary to take advantage of innovations and future trends in the mobile marketplace. You will be able to use a clear process to make your mobile apps easier to find. Identify Key Performance Indicators (KPIs) needed for successful App Store Optimization (ASO) and receive a checklist of best practices. You will use tools that provide insightful data to evaluate and beat your competition. Become mobile-friendly by examining the factors that improve app rankings in Apple iTunes or Google Play app stores, and optimize for social search engines. Gain insight into using and interpreting app data to competitive benefit. You’ll also review case studies illustrating how to generate business results, employ real-world experience, and take advantage of unparalleled opportunities with Mobile and Apps.

Prepare for a Mobile Marketplace3:34

Grasp the Huge Opportunity in Mobile and Apps4:45

Check this List of Mobile Friendly Best Practices7:33

Beat the Competition with Easy-to-Find Apps8:41

Use Keywords to Optimize and Localize Your App Store6:52

Interpret and Use Data to Competitive Benefit9:07

Generate Great Business Results from Case Studies9:08

Take Advantage of Innovations and Future Trends6:34

Rencontrer les enseignants

Dave Lloyd
Senior Manager, Global Search Marketing
Adobe Systems

Hello again.

This lesson is on case studies.

You now understand how tools can be used and

how to consider some of the data and reports available.

Let's now consider some case studies.

These are from an industry and competitive examples that I'm familiar with, and

are based on my assessment of public data.

By understanding the overall strategy,

it helps to see where optimization fits within the big picture.

What you'll learn in this lesson is how to determine what factors influence

the outcome, how to use data and reports to assess app performance to determine

the right strategy, and we'll use a checklist to improve app findability.

In this first case study, we get a sense from App Annie's data about the impact of

adding a top feature to both the keyword property in iTunes and the title.

This feature enabled this app to become a clear

differentiation against its competition and

approach the number one competitor in this space only a month later,

in terms of the amount of visibility for that particular app's keyword.

Some will question whether keywords in the title matter.

They absolutely do, and this data from MobileDevHQ shows

a 10% ranking increase by having the keyword in the title.

Why wouldn't you have it?

It simply makes a lot of sense.

And beyond just ranking, it gives users a clear indicator of what that app is about.

This graph from Search Man shows

in early November that the app was declining in search visibility.

Perhaps that was due to low ratings and reviews.

But also, we can determine that the title and keyword needed updating.

That was the only element besides the app refresh that occurred in

that first week of November, bringing the app to a standard of visibility

that sustained itself over the subsequent two launches in mid-December and

mid-February, and proves the value simply of getting the title and

keyword aligned to the overall visibility score objectives.

In this case study, we see a number of app updates in a very short amount of time,

five within about two months.

Now the poor ratings began because the app quality was subpar and needed some work.

And so these releases happened in very short succession.

The fourth release of the app, from that first week of November until the middle

of November, brought the app's visibility score up, because the ratings improved.

Keywords were then added into the title about a month later, not increasing

the app's visibility significantly, but allowing it to sustain the visibility

due to the app quality, and enhanced by more relevant keyword alignment.

Sometimes the addition of a single competitive term to a title can

have a great increase on rankings.

That was the case here.

You saw it across the board for all these regions represented by the colors, and

App Annie shows that that was sustained.

Now, picking the title based on keyword

implies that the app's quality is good, the ratings are also good, and

we believe that we can rank well for a competitive term.

And that proved to be true with this particular app.

This app is a regional slice for Japan of the prior slide's visibility score.

For this client, we saw that adding an improved title

with more relevant keywords had a significant impact on the discoverability.

This app had gone through a number of updates through the month of October and

November, and

saw a significant spike in mid-November simply due to the title enrichment.

So this comes back to issues of control versus influence.

You can control the title.

And by writing it in a way that incorporates keywords and

is relevant to those who are looking quickly in the App Store and

trying to make a download decision, it can have a significant impact on visibility.

An app I'm aware of from an industry source

went through a particular challenging time where it had a poor rating profile,

keyword selection wasn't optimized, poor messaging,

description wasn't compelling, images were uninspired,

there was no demo video, and no professional third party reviews.

Some real challenging issues here.

As a result, this team took initiative to make some improvements.

First, they looked at solicitation of ratings following the positive

user events like sharing a video, asking users to submit ratings.

They optimized their keywords,

monitored and updated them at every launch, updated the on-page content,

added a demo video, solicited professional reviews from third parties,

added those into the description, saw continuous monitoring of ratings and

reviews, and provided that feedback into the product development teams.

Therefore, they didn't need to update the title optimization to improve

search visibility.

When all of these improvements were taken into account,

the improvement in visibility was significant.

This shows that there are combination of factors at play.

In blue, at the time of this first launch update, the spike was significant and

sustained through the second launch update in July,

whereas the competition, in green, started to fall.

And so the success of this particular effort was significant and

really helped this client's apps to gain not only the visibility,

but they knew the app was great.

They knew that they needed to put some additional firepower behind it.

And that was proved out by the data that they received.

Checklists can be helpful as you think through the step-by-step procedures.

In this scenario it's important to identify

app opportunities you have to improve visibility.

The app quality always sets the baseline for

where your improvements can be made against.

If you have a poor quality app, there's only so

much improvement you can make through optimization.

Second is, look at the factors you can control and influence to improve rankings.

Titles, keywords, images, and descriptions are easily in your control and

should be the first place you go to start making improvements.

Third, use some of the tools shared earlier to assess your competitors.

At the keyword level, at the brand level, look at the data that they have, and

how they're interpreting their data against you, so

that you can better understand how to compete against them.

Fourth is, how do you measure success using tools and reports?

Which KPIs will you choose?

I've shared a number of examples already, but you need to make sense for

your own business.

And fifth, what changes will you make to update your apps on a regular basis?

Are you committed to update titles and keywords with each new launch?

Will you revise images or descriptions to better reflect what that app is about?

By having this checklist and a commitment to see your app's quality and

app optimization improve, you can compete very effectively in the marketplace.

In conclusion, case studies are a very

useful way to understand the business context of a scenario.

In these three case studies, you saw unique ways that challenges were overcome.

There's nothing inherently difficult about what was shared, but

it does give a more strategic view of the potential opportunities.

These types of practices across teams help create a culture of improvement and

innovation that generates great business results.

As a result, your apps continue to improve their performance and

become those the market, for your keywords, will find more regularly.

In this lesson, we looked at what factors influence the outcome,

how to use data and reports to assess app performance, and

I shared with you a checklist to help improve your app findability.

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