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

I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA
I SHARE
@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

… 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

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

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/

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?

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

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