Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb

#mobileappcompetition at @SimilarWeb Webinar by @aleyda from @orainti

Competitive Mobile Analysis for your App Optimization Strategy


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@ALEYDA


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http://@ALEYDA


App store discoverability has challenges, from the non-friendly UI


To consumption ones


App stores rankings are still “basic”… but fundamental to obtain in-store search visibility

http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319

https://www.apptweak.com/learn/why-aso-is-not-seo-but-looks-like-it


https://www.apptweak.com/learn/why-aso-is-not-seo-but-looks-like-it


… the integration with Google’s Web Search & other referrers also provide more opportunities though

http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319 http://googlewebmastercentral.blogspot.com/2015/04/

drive-app-installs-through-app-indexing.html


http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html


It’s fundamental to verify the status of these app optimization factors vs. your competitors

APP TITLE OPTIMIZATION

ASSIGNED APP CATEGORY

APP DESCRIPTION

KEYWORDS

DEVELOPER ACCOUNT

DOWNLOADS VOLUME & VELOCITY

RATING SENTIMENT &

VOLUME

REVIEWS RATINGS & VOLUME


as well as other competitive mobile app traffic, downloads & usage behavior in a competitive analysis

KEYWORDS TO FOCUS IN-STORE & WEB SEARCH

IN & OUT STORE TRAFFIC SOURCES TO

LEVERAGE

APP CONTENT TO PRIORITIZE

CROSS-PROMOTIONAL ACTIONS TO

DEVELOP

APP INDEXING VISIBILITY

OPPORTUNITY

COMPETITORS OPTIMIZATION

STATUS & STRATEGY


… that should drive your aligned mobile Web & app optimization strategy to maximize your visibility


Let’s identify them by asking a few questions that can be easily answer with SimilarWeb + your own data


Which are your top competitors per country in your related categories in the Apple Store & Google Play?


Which are those apps trending-up?

Select the top ones which are direct competitors targeting your same audience


Which keywords are the most used in your app category across your countries?

Download, segment between brand & non-branded & compare with your SEO keywords


Which are the top apps ranking & rating behavior in the latest months vs. yours?

What’s the average rating of the top apps in each store? Which is going up? What’s their volume of installs and the

one you could expect if you have their visibility?


… and the loyalty across them? Which apps have the lowest churn & best usage behavior?

Do the ones with the highest loyalty coincide with the one with highest traffic?

How does the usage compares with yours?


Install and test the app experience of the ones with the highest loyalty

Identify their design, notification, messaging &

functionalities patterns that increase their engagement & you can leverage with

your own app


Which are the top app country markets that these apps are also targeting?

Are these apps targeting additional markets that you’re not and where it would be easier and less competitive to achieve more visibility and results?


Which day of the week & time in the day are the ones with highest usage for the apps?

Take these into consideration for your communications, offers & campaigns


Where do the apps in-store traffic come from vs. yours?

Identify the top external traffic drivers and which apps are making the most out of them… to analyze what each is doing.


Which keywords are used to drive traffic in store to the apps?

Identify the keywords that are big traffic drivers but that less

competitors are targeting


Which other apps are ranking for these top relevant keywords?


Identify how the apps ranking better for the top keywords are optimizing towards them

You can use app optimizers like AppTweak… take this into consideration to optimize your

own app towards the identified keywords


… and the external traffic sources?

Identify the top external traffic drivers and which apps are making the most out of them… to analyze what each is doing and it’s worthy for you to leverage them


Where do external referrals come from in each app store?

Identify if these are their own Websites or external sources where it would be relevant to

establish a collaboration or get coverage.


Check how the top third-party referrers are including the apps with highest traffic


… and how they’re also leveraging their own Website app landing page to rank and refer

Identify the opportunities to target these keywords (adding the permutations: apps, reviews, for Android or iPhone, etc.) with your own Website app landing

page, besides those related to your own brand.


Prioritize app reviews sites if listed as a referrer as it’s more straightforward to be included

https://spacechimp.io/the-ultimate-list-of-app-review-websites/


… and from which search engines are they getting traffic?

Identify the Apps that are leveraging search engines as

a traffic source


Which are the top keywords that users are searching with from these search engines?

Identify & compare the keywords used to search for Android & iOS apps


How are your competitors ranking for these keywords? With which type of content & result?

Use the Chrome Web Developer Tools Mobile Emulation to see the app result types and

how the apps are ranking there… use this for your own apps.


For which of these keywords is Google showing app indexed results? Which of your competitors are using it?

https://developers.google.com/app-indexing/introduction?hl=en

Identify opportunities to start app indexing for Android as a priority

https://developers.google.com/app-indexing/introduction?hl=en


Which are other related keywords searched from mobile devices in Google that you can target?

Use the Google Keyword Planner “Breakdown by

Device” segment, prioritize this content for app indexing

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


If you’re app indexing: Which are the keywords that are already bringing visibility but low CTR to optimize?

Identify which content is ranking towards these keywords and how

it can be optimized to rank better and a higher CTR


KEYWORDS TO FOCUS IN-STORE & WEB SEARCH

TRAFFIC SOURCES TO

TARGET

APP CONTENT TO PRIORITIZE

CROSS-PROMOTIONAL ACTIONS TO

DEVELOP

APP INDEXING

QUERIES TO TARGET

COMPETITORS TO MONITOR

Use all this information as an input to define a strategic mobile app optimization plan

AREAS OF APPS TO

OPTIMIZE WITH KEYWORDS


It’s time to grow your app traffic, downloads & usage!


Thank you! Questions?

Mobile

￼Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb

Competitive Mobile Analysis for your App Optimization Strategy - Webinar at @SimilarWeb