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A Guide To Get Started

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A Guide To Get Started

According to data from Statista, 92.1% of U.S. marketers in companies larger than 100 employees use social media marketing to achieve a wide range of goals. Marketers in the U.S. will spend $80.6 million on social media advertising in 2022.

This makes sense considering that 4.62 billion people worldwide use social media. Specifically, 26.3% use social media to find products to purchase, and 27.7% use it to find inspiration for things to do and buy.

In other words, if your company has a product or service to sell, your potential customers could be looking for a reason to buy from you and your competitors on social media.

To determine how social media affects business, you need social media analytics.

What Is Social Media Analytics?

Social media analytics offers valuable data marketers can use to measure audience growth and engagement with your business. Social media analytics allows marketers to answer various questions, including:

  • What demographics make up my social media audience?
  • What social networks drive the most traffic to your website?
  • How well did a specific message resonate with your audience?
  • How well did a particular campaign perform?
  • Is social media helping you achieve specific goals for your business?
  • How are my competitors using social media to reach their customers?

Ultimately, social media analytics gives marketers the insights they need to choose the right social media networks to focus their efforts upon and know what type of social media tactics will generate the best results.

What Are The Most Important Metrics To Track?

Most marketers want to know the return on investment (ROI) of their social media marketing. Does social media marketing positively impact their business’s bottom line?

For those that invest in advertising, platforms like Facebook and YouTube offer social media analytics that can show which ads and ad campaigns generate the most impressions, clicks to your website, leads, and sales.

These metrics allow marketers to invest their budget into the ad strategies that will generate the most revenue for their business.

Organic social media marketing, however, can be harder to analyze. Social networks typically offer metrics that allow you to see the following.

  • How your audience has grown over time. This data can be valuable in determining what has helped you increase your followers vs. what has resulted in a loss of followers.
  • The general demographic makeup of your audience. Suppose your business only sells to customers in a specific region, but 90% of your followers are not from that region. In that case, you will have to modify your tactics to attract the right demographic of followers.
  • How many people see your content. To achieve increased brand awareness, you need to post the type of content that drives more impressions and reach.
  • How well your audience engages with your content. You can use metrics such as likes, shares, and comments to see the types of posts that not only reach your audience but also moves them to engage with it.
  • How well competitors are doing with social media. Some social media analytics tools allow you to monitor competitors to determine where your audience is most active and engaged and what content they resonate with the most.

Metrics related to audience growth, demographics, and content engagement won’t specifically tell you what tactics led to your business’s most leads or sales. However, they can tell you whether your marketing messages are reaching the right people and impacting them.

If you have no audience, your audience doesn’t align with your ideal customer demographic, or your content doesn’t elicit any interactions, it can be safe to assume two things:

  • You are not achieving any business goals through your current approach to social media marketing.
  • Your current approach to social media marketing needs to change.

If your content has few impressions and engagements, it can be safe to assume that your target customers aren’t receiving your marketing messages and aren’t moving from those posts to the next stage in your sales funnel.

Social Media Analytics Examples

Most social networks offer social media analytics for marketers who want to gain better insights to improve their efforts on social media.

Here are some examples of analytics data that you can access from your social media accounts.

Facebook

Facebook offers insights for Pages, Groups, and Ads.

Facebook Page Insights shares analytics about your Page’s audience growth, audience demographics, and post engagement. Detailed information and metrics for your Page include the following.

  • Post reach, engagement, reactions, shares, comments, photo views, and link clicks.
  • New followers and unfollows.
  • Audience age, gender, and location.

Facebook Group Insights (for groups with over 50 members) shares analytics about your group’s top contributors, when group members are active, and how many members have joined your group over a specific timeframe.

Meta Ads Manager shares detailed analytics about your ad campaigns. This data covers the performance of your ads, ad audiences, performance by platform (Facebook vs. Instagram), and projected vs. actual delivery of results. Metrics include the following (based on ad type and conversion tracking setup).

  • Performance and clicks.
  • Results based on the ad objective, reach, impressions, cost per result, and amount spent.
  • Cost per 1,000 reached and cost per 1,000 impressions.
  • Page engagement, post reactions, post saves, post shares, link clicks, Page likes, and cost per link clicks.
  • Video impressions, play duration, 2-3 second plays, ThruPlays (videos watched for at least 15 seconds to completed videos), and cost per viewing duration.
  • App engagements, installs, and cost per engagement and installs.
  • Website leads, content views, registrations completed, add to carts, checkouts, and registrations completed.
  • Click-through rates and cost per click.
  • Offline leads and conversions.
  • Messaging conversations started, replies, new connections, and purchases.

YouTube

YouTube offers analytics for your Channel, videos, and ads.

Channel analytics shares detailed information and metrics about your audience and engagement. This data includes the following:

  • Channel views, overall watch time, and changes in subscriber count over a specific timeframe.
  • Top content, including length of the video and number of views.
  • Content analytics, broken down by videos, shorts, and live streams.
  • A funnel showing the number of impressions, views, and watch time for your content.
  • How viewers found your content (direct, YouTube search, embedded players on other websites, and suggested videos).
  • Returning viewers, unique viewers, and subscribers.
  • Audience demographics (age, gender, and location).
  • When your viewers are online.
  • Other channels and videos your viewers watch.

Video analytics dives into the specifics of each of the videos you upload.

  • Views, watch time, and resulting subscribers.
  • Average viewing duration time and percentage.
  • Traffic sources for your video.
  • Impressions, click-through rates, views, and unique viewers.
  • External sites and apps that have embedded your video, search terms leading to your video, and content suggesting your video.
  • Likes and dislikes.
  • Watch time from subscribers.
  • Audience demographics.

Video ad analytics shares details about ad performance within Google Ads Manager alongside your Google Ads.

In addition, you will find Brand Lift metrics and Creative Analytics.

Instagram

Instagram users with a business or creator account can view insights about their audience and content within the Instagram app. Detailed information and metrics for your account include the following:

  • The number of Instagram accounts you have reached and engaged with your profile and content.
  • A breakdown of reached accounts (followers vs. non-followers), the type of content that reached them, top content by type, impressions, and profile activity.
  • A breakdown of engaged accounts (followers vs. non-followers) and interactions based on content type.
  • Total followers and number of follows and unfollows over a specific timeframe.
  • Audience demographics (age, gender, and location).
  • Times when your audience is most active (days and hours of the day).
  • Top content based on business address taps, call button taps, email button taps, comments, follows, impressions, likes, interactions, profile visits, reach, saves, shares, text button taps, video views, and website taps.

Detailed post insights are offered based on content type.

  • Post insights include interactions (likes, comments, shares, and saves), accounts reached, and profile activity (visits, follows, and button taps).
  • Story insights include accounts reached, interactions, profile activity, impressions, shares, replies, and navigation (forward, next story, exited, or back).
  • Reel insights include plays, accounts reached, and interactions.
  • Video insights include views, accounts reached, interactions, and profile activity.
  • Live video insights include accounts reached, interactions, profile activity, and peak concurrent viewers.

Instagram ad analytics can be found within the Meta Ads Manager, as mentioned above in the Facebook section.

TikTok

TikTok offers analytics for your account, content, and ads.

Access analytics for your account and content under creator tools. Detailed information and metrics for your account include the following:

  • Engagement (video views, profile views, likes, comments, and shares) over a specific timeframe.
  • Follower growth rate, demographics (gender and location), and activity times (days and hours of the day).

Detailed content insights include total play time, average watch time, number of users who watched the full video, likes, comments, shares, saves, retention rate, traffic sources, and new followers.

Detailed LIVE analytics include total LIVE views, total LIVE time, new viewers, unique viewers, new followers, and diamonds earned.

TikTok ad analytics also offers detailed information about ad performance, including cost per click (CPC), CPM, impressions, clicks, click-through rate (CTR), conversions, cost per action (CPA), conversion rate (CVR), video views, and cost per conversion.

Additional Social Media Analytics

If you use the following social networks, learn more about how you can access your account’s social media analytics.

  • Twitter: Offers analytics for your account, tweets, and ads.
  • LinkedIn: Offers analytics for creators, profiles, pages, and ads.
  • Snapchat: Offers analytics for your account, content, and ads.
  • Pinterest: Offers analytics for your business account, content, and ads.

Social Media Analytics Tools

Many social media management tools offer analytics about your accounts and content.

Additional social media analytics tools also bring together analytics data from your accounts and content across multiple platforms and your competitor’s accounts and content.

If you are looking for deeper insights into your social media activity and your competitors, here are a few options to check out.

  • Tailwind allows you to manage content and view analytics data for Pinterest, Instagram, and Facebook. Pricing starts at $9.99 per month.
  • Cyfe allows you to create analytics dashboards for data from social media accounts, your website, finance tools, sales tools, and more. Pricing starts at $19 per month.
  • Rival IQ allows you to track your organic and paid social media performance and your competitors. Pricing starts at $239 per month.
  • Quintly allows you to track your organic and paid social media performance across multiple platforms. Pricing starts at $315 per month.

Conclusion

Between the insights provided by social platforms and third-party social media tools, you should be able to find the data needed to make better marketing and advertising decisions. Once you review the available data, you should be able to determine what additional data sources you need to access and the tool that can provide it.

More Resources:


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Google Announces Gemma: Laptop-Friendly Open Source AI

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Google Announces Gemma: Laptop-Friendly Open Source AI

Google released an open source large language model based on the technology used to create Gemini that is powerful yet lightweight, optimized to be used in environments with limited resources like on a laptop or cloud infrastructure.

Gemma can be used to create a chatbot, content generation tool and pretty much anything else that a language model can do. This is the tool that SEOs have been waiting for.

It is released in two versions, one with two billion parameters (2B) and another one with seven billion parameters (7B). The number of parameters indicates the model’s complexity and potential capability. Models with more parameters can achieve a better understanding of language and generate more sophisticated responses, but they also require more resources to train and run.

The purpose of releasing Gemma is to democratize access to state of the art Artificial Intelligence that is trained to be safe and responsible out of the box, with a toolkit to further optimize it for safety.

Gemma By DeepMind

The model is developed to be lightweight and efficient which makes it ideal for getting it into the hands of more end users.

Google’s official announcement noted the following key points:

  • “We’re releasing model weights in two sizes: Gemma 2B and Gemma 7B. Each size is released with pre-trained and instruction-tuned variants.
  • A new Responsible Generative AI Toolkit provides guidance and essential tools for creating safer AI applications with Gemma.
  • We’re providing toolchains for inference and supervised fine-tuning (SFT) across all major frameworks: JAX, PyTorch, and TensorFlow through native Keras 3.0.
  • Ready-to-use Colab and Kaggle notebooks, alongside integration with popular tools such as Hugging Face, MaxText, NVIDIA NeMo and TensorRT-LLM, make it easy to get started with Gemma.
  • Pre-trained and instruction-tuned Gemma models can run on your laptop, workstation, or Google Cloud with easy deployment on Vertex AI and Google Kubernetes Engine (GKE).
  • Optimization across multiple AI hardware platforms ensures industry-leading performance, including NVIDIA GPUs and Google Cloud TPUs.
  • Terms of use permit responsible commercial usage and distribution for all organizations, regardless of size.”

Analysis Of Gemma

According to an analysis by an Awni Hannun, a machine learning research scientist at Apple, Gemma is optimized to be highly efficient in a way that makes it suitable for use in low-resource environments.

Hannun observed that Gemma has a vocabulary of 250,000 (250k) tokens versus 32k for comparable models. The importance of that is that Gemma can recognize and process a wider variety of words, allowing it to handle tasks with complex language. His analysis suggests that this extensive vocabulary enhances the model’s versatility across different types of content. He also believes that it may help with math, code and other modalities.

It was also noted that the “embedding weights” are massive (750 million). The embedding weights are a reference to the parameters that help in mapping words to representations of their meanings and relationships.

An important feature he called out is that the embedding weights, which encode detailed information about word meanings and relationships, are used not just in processing input part but also in generating the model’s output. This sharing improves the efficiency of the model by allowing it to better leverage its understanding of language when producing text.

For end users, this means more accurate, relevant, and contextually appropriate responses (content) from the model, which improves its use in conetent generation as well as for chatbots and translations.

He tweeted:

“The vocab is massive compared to other open source models: 250K vs 32k for Mistral 7B

Maybe helps a lot with math / code / other modalities with a heavy tail of symbols.

Also the embedding weights are big (~750M params), so they get shared with the output head.”

In a follow-up tweet he also noted an optimization in training that translates into potentially more accurate and refined model responses, as it enables the model to learn and adapt more effectively during the training phase.

He tweeted:

“The RMS norm weight has a unit offset.

Instead of “x * weight” they do “x * (1 + weight)”.

I assume this is a training optimization. Usually the weight is initialized to 1 but likely they initialize close to 0. Similar to every other parameter.”

He followed up that there are more optimizations in data and training but that those two factors are what especially stood out.

Designed To Be Safe And Responsible

An important key feature is that it is designed from the ground up to be safe which makes it ideal for deploying for use. Training data was filtered to remove personal and sensitive information. Google also used reinforcement learning from human feedback (RLHF) to train the model for responsible behavior.

It was further debugged with manual re-teaming, automated testing and checked for capabilities for unwanted and dangerous activities.

Google also released a toolkit for helping end-users further improve safety:

“We’re also releasing a new Responsible Generative AI Toolkit together with Gemma to help developers and researchers prioritize building safe and responsible AI applications. The toolkit includes:

  • Safety classification: We provide a novel methodology for building robust safety classifiers with minimal examples.
  • Debugging: A model debugging tool helps you investigate Gemma’s behavior and address potential issues.
  • Guidance: You can access best practices for model builders based on Google’s experience in developing and deploying large language models.”

Read Google’s official announcement:

Gemma: Introducing new state-of-the-art open models

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A Complete Guide to App Store Optimization (ASO)

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A Complete Guide to App Store Optimization (ASO)

A mobile strategy is critical to your business presence, considering the saturation of mobile devices.

This is where app store optimization (ASO) comes into play.

In this article, you’ll learn:

  • What is app store optimization?
  • How does app store optimization work?
  • How do you optimize for Google Play & Apple App Store?

Whether you are new to app store optimization or simply keen to refine your approach to ASO, this post shares practical insights that are proven to maximize app store success.

What Is App Store Optimization?

Downloads, usage, and in-app spending continue to rise, but many users prefer to use a select few apps more consistently.

Discoverability has never been harder, but the rewards of locking in loyal users are bigger than ever – so maximizing visibility in app stores is crucial.

App store optimization (ASO) describes the process of optimizing the listing pages for your mobile app in app stores like Google Play and Apple’s App Store.

You may come across alternative phrases like “app store marketing” or “mobile app SEO,” but they all refer to the same thing.

The goal is to maximize the visibility (and downloads) of your app for relevant searches – basically, SEO for your mobile app rather than your website.

In many ways, the optimization process for ASO is very similar to SEO; in others, not so much.

Ultimately, ASO aims to maximize app installs while product development works on monetization, engagement, retention, etc.

An effective app store optimization strategy keeps new users coming in while your development team (hopefully) keeps existing ones active and spending.

With the right retention rates, app store optimization acquires the new users you need to drive meaningful growth.

The goal of ASO is nearly always app downloads, but supplemental goals can include items such as:

  • Increased brand exposure.
  • Positive app reviews and ratings.
  • More frequent and increased volumes of app reviews.
  • Audience engagement.
  • Additional marketing channel diversification.

How Does App Store Optimization Work?

If you’re new to app store optimization, it might help to think of it as SEO for your mobile app.

Except, rather than optimizing a website to show in search engines, you’re optimizing your mobile app listings for the relevant app stores.

In this sense, you could argue ASO is more like optimizing a Google Business Profile to show in Maps and local results.

The other key difference is you’ve got two major mobile app stores to optimize for: Google Play and Apple’s App Store.

These aren’t the only two app stores worth considering, especially if you’re developing apps for other devices (TVs, games consoles, etc.), but they are the biggest – by far.

According to Statista insights from Q3 2022, here are the top three app stores based on the number of available apps:

  • Google Play: 3.55 million.
  • Apple App Store: 1.64 million.
  • Amazon Appstore: 0.48 million.

As a result, most ASO guides focus on optimizing app listings for Google Play and Apple App Store. Aside from being the top two platforms, the optimization process is a little different for each.

This is mostly due to each app store having its own algorithm – much like different search engines.

In practice, most app store algorithms are more alike than they are different. So, the basic principles of app store optimization apply to all of them. However, some stores may use the odd ranking signal that others don’t.

To keep this guide simple, we’ll start by running through the most common ranking signals for app stores, in general.

Then, we’ll take a closer look at Google Play and Apple App Store to see how they’re different.

Organic Optimization: Your ASO Foundation

The key ingredient missing from many ASO marketing delivery approaches is organic search optimization and integration of app stores within the broader organic marketing mix.

There is more overlap between ASO and SEO than direct competition between the two.

The integration of these areas, and the application of consistent focus on ASO, can support numerous search marketing gains.

You may be surprised to discover that many of the traditional search engine optimization tactics that work for search engine performance, such as Google and Bing, can also be directly applied to ASO.

Examples of this include:

  • App name, title, and URL optimization.
  • Keyword research for ASO.
  • App rating and reviews generation and handling.
  • Deep linking within mobile apps.
  • Indexation of Apps in Google search engine results pages (SERPs).
  • Click-through rate (CTR) optimization.

The biggest marketing mistake, however, when it comes to integrating SEO and ASO is overlooking the role of the website in driving volumes of referral visits directly to your store page and app downloads section.

Your website should be seen as the driving force behind leading people throughout the information-seeking and buying funnel from your main online entity (your website) through to an engaged, ready-to-buy/download audience (your app store).

As content levels are limited within the app stores themselves, the more you can leverage your website content to increase app awareness and discovery to build external app authority and visibility, the greater the value, traffic, and downloads your app will receive.

The Most Important App Store Ranking Factors

Like search engines, app stores don’t reveal the details of their algorithms to the public.

That being said, the following seven ranking factors are key, functional components of all major app stores:

  • App name or title.
  • App descriptions (including keywords).
  • Installs.
  • Engagement.
  • In-app purchases and events.
  • User reviews.
  • Updates.

You can break these ranking factors into three categories: discovery, conversion, and validation.

Discovery signals help app stores connect your app with relevant searches. This includes your app name /title, description, keywords, and other contextual signals.

Conversion signals tell app stores that your listing compels users to download your app – a strong indicator that your listing should show for more relevant searches.

Finally, you’ve got validation signals (engagement, in-app purchases/events, reviews, reports/flags, etc.). These help app stores determine whether users get a positive experience after installing your app.

Positive validation signals (strong engagement, positive reviews, etc.) are an even stronger indicator that app stores should show your app to similar users.

What Do Users Want From An App Store Listing?

Optimizing your app listing for visibility is one thing; getting users to actually download your app is something else entirely.

The catch-22 here is that installs directly impact your ranking in app stores.

The more people install your app, the higher it should rank. This, in turn, should result in more installs, higher rankings once again – and so forth.

So, what are the key factors on your mobile app page that determine whether users hit the install button?

  • App icon: On most app stores, your app icon is the most visually prominent element on results pages and recommendation lists.
  • App details: This includes your app name/title and, usually, some short descriptive text explaining the purpose of your app.
  • App rating: Most platforms show the average rating/review score for your app in search results and at the top of your app listing page.
  • App description: With Google Play and the App Store, users can see a brief description on your listing page and they can click to see the full description – so that first sentence or two is crucial.
  • Visuals: This includes any feature images, screenshots, and demo videos that you can add to your listing, showcasing the key benefits and user experience of your app.
  • User reviews: Unless users are already familiar with your app, they’re probably going to browse through some reviews from existing users.

Here, you can see this in action.

Screenshot from Google Play, February 2024App Store Optimization Elements for ASO

Much like SEO, app store optimization is a careful balance of optimizing to maximize visibility in app stores while prioritizing the needs of your users.

Google Play Vs. App Store: Key Differences

Google Play and the App Store are more similar than different when it comes to app store optimization.

Firstly, the ranking factors are very similar, and the differences are mostly technical – for example, Google and Apple handle keywords differently.

Here’s a quick summary of the main ranking factors for Google Play and the App Store.

App Store Google Play
Listing Listing
App name App title
Subtitle Short description
Long description
Keywords (app name, keyword field) Keywords (all inputs), incl. keyword density
Ratings & reviews Ratings & reviews
Listing CTR Listing CTR
App performance App performance
Downloads Downloads
Engagement Engagement
Uninstall rate Uninstall rate
In-app purchases In-app purchases
Updates Updates

As you can see, there’s not much of a difference here – in fact, most of your time will be spent on things like specifications for icons, videos, and other assets for each app listing.

As a general rule, Apple is more strict with its developer guidelines and it’s usually harder to get an app approved for the App Store.

So, if you’re promoting iOS and Android apps, optimizing your listings for Apple’s guidelines will often satisfy both app stores while maintaining consistency and reducing workload.

Now, let’s take a closer look at app store optimization for Google Play and, then, the App Store.

App Store Optimization For Google Play

To give your app listing the best possible start, you’ll want to dedicate the most time to the following nine elements:

  • App title.
  • App category.
  • App descriptions.
  • App icon.
  • Feature graphic.
  • Screenshots.
  • Promo video.
  • App rating and reviews.
  • Google Play Android Vitals.

We’ll take a closer look at optimizing each of these elements, but always refer to official Google guidelines while managing app listings for Google Play.

App Title

Optimizing your app title for Google Play will feel familiar if you’re used to optimizing website titles for search.

You want to start with the product/branded name of your app and then include a brief description – in no more than a few words – using your primary keyword.

Google Play SearchScreenshot from Google Play, February 2024Google Play Search

You can use up to 30 characters in your app title, but try to keep it as short and punchy as possible.

Prioritize accuracy over keyword targeting and highlight the key benefits of using your app.

App Category

Selecting the right category for your app is essential for matching with relevant searches.

For example, let’s say you’re promoting a heart rate monitoring app. In this case, “Health and Fitness” is the most appropriate category.

Google Play example 2Screenshot from Google Play, February 2024Google Play example 2

When users specifically search for “heart rate monitor,” the keywords in your title are a stronger signal.

However, your app category can help your app show for more general searches like “health and fitness apps” or “productivity apps.”

Crucially, users can also browse categories in the Google Play store to discover new apps without searching.

Google Play Categories ExampleScreenshot from Google Play, February 2024Google Play Categories Example

For more info on selecting the right app category for Google Play, take a look at this Play Console Help page.

Short & Long Descriptions

In Google Play, your app listing includes two descriptions: A short description that shows under the About this app preview and a full description that users can reveal by clicking on the arrow highlighted below.

Google Play Descriptions - ExampleGoogle Play Descriptions - Example

You can use up to 80 characters for your short description and 4,000 characters for your full description.

In your short description, try to describe the core functionality of your app in the most compelling way possible.

Accuracy is key here, but you want to convince users to install your app – so highlight the most attractive benefits.

Your full description provides a more in-depth summary of what your app offers.

Remember that most people won’t click through to read the full description, and those who do are looking for information, not a sales pitch.

You’ll find Google’s official guidelines for creating app descriptions under the “App descriptions” section of this Play Console Help page.

App Icon

App icons show on the left side of search listings in Google Play and the top-right of app listing pages.

Google Play App Icon ExampleGoogle Play App Icon Example

These are the most prominent elements on app store results pages.

Ideally, you want an app icon that either visually describes the role of your app or leverages your brand image as a differentiator.

Designing a unique icon is more challenging if your app has a specific purpose and many competitors – e.g., a heart monitoring app.

Google Play example 3Google Play example 3

If this applies to your app, use design principles like contrast to make your listing stand out from other results.

Notice how Pulse App’s Heart Rate Monitor app stands out from the other listings above?

This is thanks to a combination of simple iconography with strong contrast, using a black background to stand out from the white Google Play results page.

Compare this to the REPS app, which uses similar iconography without a black background, and the Bodymatter app, which uses a black background but a more complex design.

Google Codelabs has an excellent tutorial on designing and previewing app icons. It includes best practices and tips for making an icon that stands out on results pages and the latest Android features, such as adaptive icons.

Feature Graphic And Promo Video

Feature graphics show on your app listing page and can also show for branded searches, paid ads, or recommendation sections on Google Play.

Until recently, you could only use images as featured graphics, but you can now use promo videos in their place.

Google Play Feature Screenshot from Google Play, February 2024Google Play Feature

This is one of the most visible assets on your Google Play listing, so use feature graphics to capture attention and showcase the best of your app.

Google suggests:

“Use graphics that convey app or game experiences, and highlight the core value proposition, relevant context, or story-telling elements if needed.”

You’ll find more guidance on creating feature graphics under the Preview assets section of this Play Console Help page.

App Screenshots

App screenshots show in the same horizontal panel as feature graphics on your app listing page.

They’re designed to showcase the best features of your apps while showing users what the in-app experience looks like.

Google Play Screenshot ExampleScreenshot from Google Play, February 2024Google Play Screenshot Example

You can include descriptive text in your screenshots to emphasize the key benefits of your app’s most important features.

Keep things descriptive, though.

Google prohibits the inclusion of performative or ranking text in screenshots, such as “app of the year” or “most popular…” and promotional information like “10% off” or “free account.”

If your app supports multiple languages, you’ll need to provide screenshots for each language version, including any translated descriptive text.

See the screenshots section of this Play Console Help page for more info.

App Ratings & Reviews

App ratings show prominently in results and at the top of the app listing pages in Google Play. Besides this, you’ve also got a prominent Ratings and reviews section as the largest element on your listing page.

Google Play Rating ReviewsScreenshot from Google Play, February 2024Google Play Rating Reviews

Aside from being a ranking factor, app ratings and reviews are one of the biggest trust factors that help users choose which apps to install.

You don’t need perfect review scores but a positive (3.5+ stars) is a great asset for rankings and installs.

Your review profile also allows users to view the feedback left by others – and how you respond. Once again, how you deal with user problems is often more important than the scores or feedback itself.

You’ll need a framework in place for generating regular reviews and replying to them, engaging with reviewers, and solving user issues.

Your replies are also visible, so avoid generic responses – show new, potential users how good you are at dealing with problems.

In fact, don’t take inspiration from Google’s own support team for Google One. Privacy is great, but the tone of the reply below is more dismissive than helpful, and the exact same response appears throughout replies.

Google Play Review ExampleScreenshot from Google Play, February 2024Google Play Review Example

This feedback can also help you develop a stronger product, and users often edit their reviews, following updates or resolved tickets.

Always remember: Long-term revenue is the goal, which starts with quality app experiences, engagement, and retention.

Google Play Android Vitals

Google provides an extensive toolkit for optimizing your mobile app. Its Android vitals initiative sets out the most important usability metrics that affect the visibility of your app on Google Play.

If you’re used to optimizing websites for search, this will sound a lot like Google’s Core Web Vitals.

The principle Android vitals is similar in terms of performance affecting your search ranking, but this is a far more extensive initiative than Core Web Vitals, as it stands.

Android vitals are broken into two key components:

Core vitals

All other vitals

To maximize the visibility of your app in Google Play, keep the user-perceived crash rate below 1.09% across all devices and 8% per device, with the user-perceived ANR rate below 0.47% across all devices and 8% per device.

Google Play Bad Behaviour ExampleScreenshot from developer.android.com, February 2024Google Play Bad Behaviour Example

Take a look at the official Android vitals documentation page for more information.

App Store Optimization For App Store

For the App Store, we’ve also got nine key elements to optimize, but they’re not quite the same as Google Play:

  • App name.
  • App subtitle.
  • Categories.
  • Keywords.
  • Description.
  • App icon.
  • App previews.
  • Screenshots.
  • App ratings and reviews.

One of the key differences here is how the two platforms handle keywords. While Google analyzes your whole listing for keywords, Apple provides a single field for you to add keywords.

Again, always refer to official Apple documentation when optimizing listings for the App Store.

App Name

In the App Store, your app name simply provides a recognizable and memorable name for your mobile app.

You don’t need to worry about keywords or descriptive text here – that comes later.

App Store NameScreenshot from App Store, February 2024App Store Name

For now, concentrate on coming up with an app name that’s easy to remember and spell while somewhat describing what your app does.

Apple offers the following advice:

“Choose a simple, memorable name that is easy to spell and hints at what your app does. Be distinctive. Avoid names that use generic terms or are too similar to existing app names.”

You can use up to 30 characters for your app name in the App Store, but try to keep it as short and punchy as possible.

App Icon

As with most app stores, the app icon is one of the most prominent elements as users browse the iOS app store. Apple provides extensive design guidelines for app icons and it’s more strict than most.

App Store IconScreenshot from App Store, February 2024App Store Icon

So, if you’re promoting your app across the App Store, Google Play, and any other platforms, you might want to start with Apple first. In most cases, this makes it easiest to maintain a consistent design across all platforms.

Generally speaking, the same design principles apply. Keep it simple and impactful with intelligent use of iconography, color, and contrast.

Look at your competitors and try to come up with something that stands out from the other apps your target audience is likely to see.

Subtitle

Your app subtitle provides a brief description below the app name. Use this to highlight the purpose and benefits of your app in the most compelling way possible.

App Store SubtitlesApp Store Subtitles

This is your first opportunity to excite potential users about your app, so try to make an impression here. You’ve only got 30 characters to work with, which means punchy subtitles tend to do best.

You’ll want to test and refine your subtitles over time, paying close attention to CTRs and installs as you try different variations.

Categories

As with Google Play, categories are key for discoverability in the App Store.

You can assign primary and secondary categories for iOS apps to help users find your app; the primary category has the strongest weight. – so choose the most relevant one.

App Store Categories Screenshot from App Store, February 2024App Store Categories

Apple provides extensive guidance for choosing app categories. Make sure you follow Apple’s guidance because selecting the wrong categories violates the App Store guidelines.

In some cases, you may find multiple categories that match your app.

For example, if you’re running a photo-sharing social media app, you could select either Photo & Video or Social Networking as your primary category.

In such cases, Apple suggests considering the following:

  • Your app’s purpose: Your primary category should be the one that best describes your app’s main function or subject matter.
  • Where users look for an app like yours: Understanding your audience will help you identify the category in which they will likely look for your app. Will they consider your app more of a social network or a photography app?
  • Which categories contain the same type of apps as yours?: Research how similar apps are categorized — users may already know to visit these categories to find this type of app.

If multiple categories accurately reflect the purpose of your app, you’re unlikely to run into any violation issues.

At this point, it’s more a question of which category matches the search and everyday use of your app – not only to maximize visibility but also to set the right expectations for users who install your app (think engagement and retention).

Keywords

While Google Play looks for keywords throughout your app listing (similar to how Google Search analyses web pages), the App Store provides a dedicated keywords field.

You can use up to 100 characters to add keywords (separated by commas – no spaces) to help users discover your app. Apple offers the following advice for choosing keywords:

“Choose keywords based on words you think your audience will use to find an app like yours.

Be specific when describing your app’s features and functionality to help the search algorithm surface your app in relevant searches.”

Apple also recommends considering “the trade-off” between ranking well for less common terms versus ranking lower for popular terms.

The most popular keywords may generate a lot of impressions and traffic, but they’re also the most competitive, which can impact CTRs and installs.

App Description

Your app description should provide a short, compelling – and informative – description of your app, highlighting its main purpose and benefits.

Similar to Google Play, you can use up to 4,000 characters in your app description, but users can only see the first two lines (and most of the third) without clicking to see more.

Apple suggests the following:

“Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand. The first sentence of your description is the most important — this is what users can read without having to tap to read more.”

App Store Description ExampleScreenshot from App Store, February 2024App Store Description Example

If you want to update your app description, you’ll have to resubmit your app listing, so it’s important to try and get this right and only make considered changes.

You can also add up to 170 characters of promotional text to the top of your app description.

Crucially, you can change this text at any time without having to resubmit your app listing, making this a great place to share the latest news and info about your app – such as limited-time sales, the latest features, or fixes from the last update.

App Previews

App previews are the App Store equivalent of promo videos.

You can add up to 30 seconds of footage to illustrate the key benefits of your app and the experience of using it.

App Store App PreviewScreenshot from App Store, February 2024App Store App Preview

Again, Apple has strict guidelines and specifications for app previews – make sure you tick all the right boxes.

As with most things, if you’re listing your app in the App Store and Google Play, getting your app preview approved for the App Store first should mean you can use the same format for Google Play – as long as you include footage from the Android version of your app.

Screenshots

You can add up to 10 screenshots to your app listing for the App Store.

If you don’t have an app preview, the first one to three screenshots will show in search results, so make sure these highlight the core purpose of your app.

App Store ScreenshotScreenshot from App Store, February 2024App Store Screenshot

In your remaining screenshots, you can focus on the main features or benefits of using your app.

Try to stick to one feature or benefit per screenshot to communicate each purpose clearly.

App Ratings & Reviews

Once again, app ratings and reviews are important for maximizing visibility and installs in the App Store.

If anything, user reviews are more prominent in the App Store than Google Play, but we can’t say whether this has any meaningful impact on downloads.

App Store ReviewsScreenshot from App Store, February 2024App Store Reviews

The same general principles apply here: try to develop a regular stream of reviews and manage a positive app rating.

Again, you don’t need perfect scores, but you do need to respond to user reviews and address potential issues.

Prioritize negative reviews and respond as quickly as possible with responses that deal with issues – avoid generic, unhelpful responses.

Extra App Store Optimization Tips

App store optimization is an ongoing process that needs ongoing attention. Getting your listings approved for app stores is only the beginning.

Maximizing visibility and – more importantly – revenue from your mobile apps requires a complete product development strategy.

Here are some final, additional tips to help you drive long-term success from app store optimization:

  • Know your KPIs: Don’t get distracted by the wrong metrics and KPIs – know what you’re optimizing for and center every decision around your business goals.
  • Prioritize user experience: Visibility is one thing, but you’re not going to maximize it or take full advantage of it if people uninstall your app or rarely use it – so make sure quality product development and UX design are at the heart of your ASO strategy.
  • A/B test key app store elements: Test and optimize the most important elements on your app listings to increase visibility, CTRs, installs, and retention (descriptions, videos, screenshots, reviews, etc).
  • Master each app store’s analytics system: Google Play and the App Store both provide capable (albeit in different ways) analytics systems to help you improve visibility, revenue, and product quality – so make full use of them.
  • Promote your app with ads: Both Google and Apple provide dedicated ad systems for their respective app stores to get your app in front of more eyes.
  • Promote your apps outside of app stores: Use other marketing channels to promote your apps – social media, app directory websites, app review websites, affiliate marketers, tech publications, etc.
  • Localize your app listings: App stores can connect you with global audiences, but only if you optimize your listings for each target language and location (this is called localization) – with translated text, screenshots, videos, etc.

Conclusion

The mobile app industry still shows growth despite smartphone penetration being way past saturation.

Smartphones aren’t the only devices in people’s lives anymore, either.

Apple Vision Pro launched with over 600 compatible apps, opening another space for mobile experiences beyond the confines of traditional smartphones.

App store optimization (ASO) will become more complex as new devices and app stores emerge.

However, the rewards will also grow, and the companies already mastering ASO for today’s app stores will be first in line to benefit as emerging technologies bring new opportunities.

More Resources:


Featured Image: Billion Photos/Shutterstock

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My 5 Favorite Ahrefs Use Cases for Content Marketers

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My 5 Favorite Ahrefs Use Cases for Content Marketers

I’ve used Ahrefs since 2016. I thought I was a power user, but since joining the team, I’ve discovered a bunch more use cases that I can’t imagine living without.

Here are five of my favorite ways to use Ahrefs for content marketing:

Let’s be honest: we all snoop on our competitors to see what’s working (and isn’t). But today, a lot of the most exciting content strategies live outside of the company blog: free tools, app integrations, programmatic content, you name it.

For most websites, you can use the Site structure report in Site Explorer to quickly see how the website is structured, and which parts generate the most organic traffic.

In the example below, we’re looking at Copy.ai’s site structure. We might expect their blog to drive most of their organic search traffic, but according to the Site structure report, it only accounts for 4% of organic traffic. Instead, their /tools subfolder drives almost 60% of their traffic:

Click deeper into the site structure, and you can see the individual pages generating the most traffic. In this case, three tools alone account for an estimated 20% of the entire website’s organic search traffic:

1708502174 559 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502174 559 My 5 Favorite Ahrefs Use Cases for Content Marketers

We can even compare metrics from today to a point in the past and see how their strategy has changed. Compared to a year ago, Copy.ai has grown traffic to its /tools subfolder but removed 195 pages from its blog:

1708502174 652 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502174 652 My 5 Favorite Ahrefs Use Cases for Content Marketers

It’s easy to track the performance of any blog as a whole. Add the URL into Site Explorer, and a second later, you’ll see key metrics:

1708502174 4 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502174 4 My 5 Favorite Ahrefs Use Cases for Content Marketers

But for big blogs (ours has some 2.5k indexed pages), it’s harder to answer questions like:

  • Which authors are driving the most traffic?
  • How does link acquisition differ between SEO content and thought leadership content?
  • Does updating our articles with an on-page SEO tool improve performance beyond just updating them normally?

Enter Portfolios. Portfolios allow you to group a list of URLs together and view their aggregated metrics. I use one portfolio for tracking the performance of my articles:

1708502174 611 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502174 611 My 5 Favorite Ahrefs Use Cases for Content Marketers

And another for tracking recent articles published by my team:

1708502174 920 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502174 920 My 5 Favorite Ahrefs Use Cases for Content Marketers

And another still for monitoring the search performance of some of the biggest “parasite SEO” publishers (to see whether or not Google is really doing anything to combat it):

1708502175 763 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502175 763 My 5 Favorite Ahrefs Use Cases for Content Marketers

In every case, you can click into your portfolio and see the same detailed metrics you’re used to from Site Explorer:

1708502175 207 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502175 207 My 5 Favorite Ahrefs Use Cases for Content Marketers

Portfolios has become my default way of using Ahrefs, and there are tons of use cases:

  • Compare articles written by freelancers, in-house terms, and (dare I say it) AI tools
  • See which article topics drive the most traffic
  • Analyze the performance of different content types (helpful for separating out the impact of search content and thought leadership content)
  • Monitor the performance of key competitor articles
  • Measure the impact of newly updated or rewritten articles
  • Track experiments (create one portfolio as a control and another for the articles you want to experiment on)

The hardest part of keyword research (at least for me) is always generating seed keywords.

When you have a few terms to explore, it’s easy to find long-tail variations, matching terms, related terms, you name it. But coming up with those first few topics? Not always easy, and it becomes even harder once you’ve exhausted obvious topics.

But now, we can just use a little AI brainstorming power to turn a blank page into dozens and dozens of seed keywords. In Site Explorer, just ask our little AI friend for help:

1708502175 13 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502175 13 My 5 Favorite Ahrefs Use Cases for Content Marketers

Let’s use the bog standard keyword “content marketing” as an example. Here are technical and specialized terms related to content marketing:

1708502175 654 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502175 654 My 5 Favorite Ahrefs Use Cases for Content Marketers

Here are emerging trends:

1708502175 42 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502175 42 My 5 Favorite Ahrefs Use Cases for Content Marketers

And now controversial and debate-generating keywords (“quality vs quantity”—going right for the meaty topics):

1708502175 266 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502175 266 My 5 Favorite Ahrefs Use Cases for Content Marketers

With our big list of seed keywords, hit “Search” and we’ll see the estimated search volume, keyword difficulty, and a bunch of other data points for our ideas. Click the Matching terms or Related terms reports and our list of possibilities will grow massively:

1708502176 245 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 245 My 5 Favorite Ahrefs Use Cases for Content Marketers

Not every idea will be a home run in terms of significant search volume, but many will—and they might be ideas you wouldn’t otherwise have considered.

It’s pretty tricky to refine a list of 300 target keywords to a realistic selection of article ideas. Many keywords will have overlapping intent, others might be subtopics that make more sense to mention as part of another topic. Tricky!

Here we’ve used AI to brainstorm seed topics and used the Matching terms report to find even more ideas. We’ve wound up with 1,622 keyword ideas in about 30 seconds of research:

1708502176 487 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 487 My 5 Favorite Ahrefs Use Cases for Content Marketers

Great, but also totally overwhelming. But we can make life much easier by using the Cluster by Parent Topic tab.

Parent topic aims to cluster keywords with similar or the same search intent, so you can target them all on one page instead of many.

If we wanted to target the keywords “content marketing audit” and “content audit definition”, we could instead target the parent topic “content audit”—and also rank for “content marketing audit” and “content audit definition”.

Three keyword rankings, one article.

In the image below our 1,622 keywords are grouped by their parent topic. We’ve gone from 1,622 keywords to just 162 clusters—much more manageable:

1708502176 236 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 236 My 5 Favorite Ahrefs Use Cases for Content Marketers

Just one of these clusters, content audit, contains 43 keywords. So by writing one article targeted at content audit, we stand to rank for 43 of the keywords we were interested in:

1708502176 706 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 706 My 5 Favorite Ahrefs Use Cases for Content Marketers

Competitive SERPs are usually a never-ending game of content optimization and updating. Competitors publish new articles, or update their existing ones, and you have to update your content to avoid sliding down the rankings.

When you formulate your plan for updating an article, it’s useful to see exactly how competitors have updated their articles.

Here’s the organic traffic graph for Zapier’s most popular blog post, How to Use ChatGPT. We can see a huge increase in organic traffic starting in November 2023:

1708502176 649 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 649 My 5 Favorite Ahrefs Use Cases for Content Marketers

This begs an obvious question: what happened in November? What caused the massive traffic increase? Is it something that we can learn from?

Well, good news: we can use the Page inspect report to find out.

By default, you can see the current HTML and page text for your chosen URL:

1708502176 871 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 871 My 5 Favorite Ahrefs Use Cases for Content Marketers

But more importantly, we can use Page inspect to compare the on-page text at specific points in time: like just before and after their big traffic surge in November 2023. In a couple of clicks, we can actually see if Zapier updated the page in a way that might have triggered the traffic increase.

In this case, we can see entirely new sections of text that were added to the article around the time of the traffic increase, like this collection of “how to” content:

1708502176 729 My 5 Favorite Ahrefs Use Cases for Content Marketers1708502176 729 My 5 Favorite Ahrefs Use Cases for Content Marketers

There are plenty of factors that can improve search performance, but this is a powerful way of isolating the impact of on-page changes. If we were writing an article on the same topic, or refreshing an article Zapier had dethroned, this is exactly the kind of section I would consider adding.

Final thoughts

I’ve used Ahrefs for keyword research, link building, and reporting since forever, but these new-to-me workflows have made my life much easier. If you’re a content marketer, they might help you too.

Got any interesting Ahrefs workflows to share? Let me know on X or LinkedIn!



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