SEO Blog
2012.10.23

iOS6.0になって変化したASOのスタイル

Bookmark and Share
appstore

iPhone5の発売とiOS6.0のリリースから約半月が経ちました。

OSの更新に関しては、マップがスカスカだとユーザーからの苦情を受け、Apple本社が謝罪するなど話題に事欠きませんでしたが、同じように大きく変わったのがApp Store。

iOS5.0まで主流であったカテゴリ検索が一階層下に追いやられ、氾濫するアプリの海の中で目的の(より目的にかなう)アプリを探すユーザーの行動は「ランキング」「検索」と「Genius」に絞られていくと予想されています。Geniusはユーザーが所持しているアプリに関連するアプリを紹介する、一種のおすすめアプリに近いものです。

osusume

図1.新しくなったAppstore

しかし、このGeniusはまだまだユーザビリティが低く、使用しているユーザーもそれほど多くはありません。そこで、キーワード検索が重要視されているのですが、そちらに関してもAppStoreのインターフェースの一新により、ユーザーの行動までも変わってきたのではないか・・・・と言われています。

ASO(Appli Store Optimization)

他社のサービスを紹介してしまいますが、GMOは7月から「Google Play」「App store」での検索上位表示施策を行っています。いわゆるASO(Appli Store Optimization)サービスです。

アプリストア検索結果の上位表示施策を行うサービス(ASO)開始

上のリンク先を見てもらえばわかるように、通常のSEO施策の内容とそれほど変わるわけではありません。勿論、アプリ自体に施策をかけていくのではなく、AppStoreにおけるダウンロードページに施策をかけていく形になります。

アプリストアでの上位表示要因

主にASOで上位に表示される要因は大きく分けて4つあると考えられています。

  • 1.タイトルとアプリ説明文
  • 2.ダウンロード数・アクティブユーザー数
  • 3.ユーザー評価
  • 4.その他(リンクなど)
  • 2,3に関してはなんとなくわかりますよね。人気の高いアプリを上位に表示させようというのは、アプリ検索を提供する側にとっても自然な行動です。4に関しては、ホームページなどでアプリを紹介し、「ダウンロードはこちら」のような形で貼るリンクを指しますが、その影響は軽微でしょう。

    そういった(外部)要素にばかり目が向いて意外とおろそかになりがちな1。しかし、ASOを行う上で最も重要なのがこのアプリ説明文なのです。

    ダウンロード数やユーザー評価の数・良しあしは一度検索上位に入れば自然と獲得しやすいサイクルに入ります。こういったサイクルに載せるために内部施策が重要となるのです。また、内部の施策はチューニング後(PCのSEOよりも)比較的スピーディに反映されます。そのため、何度か説明文を更新する事により、効果を判定する事が可能となります。

    ASOで効果の大きいアプリ説明文とは、キーワードの濃度だと言われています。もちろん、ただキーワードだけを羅列しただけではダウンロードされませんので、魅力的なアプリ紹介文となるようバランスが要求されますね。目指すは、ビッグワード一位!

    description

    図2.Navitimeの説明文。

    では、iOS6.0の導入により、どのようにその施策が変化するのでしょうか?

    対策キーワードの選定

    最もiOS6.0になって方針が変わったのがキーワードの選定と言われています。1画面にアプリカード1つ表示、横にスライドという方式では、ユーザーがすぐに検索をあきらめてしまいます。元々ASOはビッグワードで上位を狙うサービスでした(効果が大きいため)が、すでにブランディングが完了している上位アプリに立ち向かうのは至難の業です。

    AS

    図3.検索結果が画面に1枚のカードとして表示される

    そこで、もう一つの道をたどる事になります。

    ユーザーは、ビッグワードでの検索で望みどおりのアプリが見つからない場合、より自分の希望に近いキーワードの組み合わせで検索するようになります(ロングテールASO?)。当然、コンバージョン率の確保のためにある程度の「検索されやすさ」は最低条件ですが。また、スマートフォンの入力はユーザーにとってとても面倒なものであるため、検索サジェストの比重はSEOよりも大きくなるでしょう。

    (Googleトレンドのような形で「AppStore検索されやすさアプリ」が作成されれば売れるのでは・・・?)

    ロングテールASOによりダウンロード数・アクティブユーザーを獲得してビッグワードで戦える土壌を作り、キーワードを再選定するなどの方策もとられるかもしれません。

    マーケティングの話ばかりでしたが、アプリのクオリティが最も大事なのは言うまでもありません。

    また、ASO以外でも、ネットニュースやプレスリリースサービスでアプリの内容を紹介し、いいね!やリツイートを稼ぐのももはや常識です。

    Yahooのカテゴリ検索からロボット型への変化以来最大、とも言われているマーケティングの動向変化。

    アプリを開発されている方にとって、よりユーザーのニーズに適した言葉選びの時代になってきたようです。

    タグ:


    コメント / トラックバック57,047件

    1. maipneva より:

      ????DYM?SEO??? ivermectin ivermectin cream uk buy ivermectin 6mg

    2. maipneva より:

      ????DYM?SEO??? price of viagra alternative to viagra for men difference between cialis and viagra

    3. maipneva より:

      ????DYM?SEO??? viagra for men price what would happen if a woman takes viagra order viagra online

    4. maipneva より:

      ????DYM?SEO??? best pharmacy canada buy online commonly used over the counter medications most reliable canadian online pharmacies

    5. maipneva より:

      ????DYM?SEO??? ivermectin over the counter stromectol 12 mg que es la ivermectina

    6. maipneva より:

      ????DYM?SEO??? buy cialis online in usa purchase cialis online where to buy cialis online

    7. maipneva より:

      ????DYM?SEO??? how to get viagra without a doctor viagra going generic what doctors can prescribe viagra

    8. maipneva より:

      ????DYM?SEO??? buy online prescription medication quickly british pharmacies shipping to usa legal canadian prescription drugs online

    9. maipneva より:

      ????DYM?SEO??? vardenafil tablets price effects of levitra vardenafil hcl 20mg tab

    10. air jordan より:

      Thanks so much for providing individuals with remarkably nice possiblity to discover important secrets from here. It is often very ideal and jam-packed with a lot of fun for me personally and my office friends to visit your website nearly three times a week to learn the latest guides you have got. Of course, we are usually fulfilled considering the fantastic methods served by you. Selected 3 ideas in this posting are definitely the most suitable I’ve ever had.

    11. curry 7 より:

      Thanks a lot for providing individuals with an extremely terrific chance to read critical reviews from this site. It’s usually very useful and as well , jam-packed with a great time for me and my office friends to visit your web site at least three times a week to learn the fresh secrets you will have. And of course, I am also certainly happy considering the powerful tips served by you. Certain two ideas in this article are indeed the most impressive we have all had.

    12. golden goose より:

      I happen to be commenting to make you understand what a wonderful discovery our daughter experienced browsing your web page. She realized lots of things, with the inclusion of what it’s like to possess an excellent coaching mood to make many more without hassle comprehend certain specialized subject areas. You actually exceeded readers’ expected results. I appreciate you for rendering these useful, safe, educational as well as unique tips on the topic to Evelyn.

    13. Thanks for all of the labor on this web site. My mother loves making time for internet research and it’s simple to grasp why. We all learn all regarding the lively way you make invaluable guidelines through this blog and in addition strongly encourage response from some other people on the article and our daughter has always been discovering a lot. Have fun with the remaining portion of the year. You’re the one carrying out a great job.

    14. adidas yeezy より:

      I and also my buddies ended up studying the excellent points on your web site and then before long came up with a terrible feeling I never expressed respect to the web blog owner for those strategies. All the women are actually for this reason passionate to read through all of them and have in effect seriously been taking advantage of them. Appreciate your indeed being considerably accommodating and then for making a decision on this form of marvelous information millions of individuals are really desirous to be informed on. My very own sincere apologies for not saying thanks to sooner.

    15. cheap jordans より:

      My wife and i were glad Louis could complete his reports using the ideas he got when using the web page. It’s not at all simplistic to just choose to be making a gift of steps which usually some people may have been making money from. We really know we have got the blog owner to appreciate for this. The main explanations you made, the simple website menu, the friendships you can help to foster – it’s many fabulous, and it’s really aiding our son and the family consider that this concept is satisfying, which is wonderfully fundamental. Many thanks for all!

    16. yeezy 700 より:

      I precisely wanted to thank you very much all over again. I am not sure the things that I might have accomplished without the type of suggestions provided by you on such a problem. This was a very alarming case in my opinion, but viewing the professional fashion you resolved it made me to leap with contentment. Now i am happier for your guidance as well as have high hopes you find out what an amazing job you have been accomplishing educating the rest using your web page. I’m certain you have never got to know all of us.

    17. keo nha cai m88 より:

      You made some really good points there. I looked on the internet for additional information about
      the issue and found most individuals will go along with your
      views on this web site.

    18. off white shoes より:

      Thank you for your whole work on this website. Gloria take interest in going through investigations and it’s really easy to see why. We all hear all relating to the powerful manner you render practical guidance by means of the website and improve contribution from other individuals on this article then our own girl is in fact starting to learn a lot of things. Enjoy the rest of the year. You are always performing a glorious job.

    19. supreme より:

      I wanted to put you this very little observation in order to say thanks a lot once again for your personal precious opinions you have discussed on this site. It’s really generous of people like you to offer unreservedly all most people could possibly have advertised for an e-book to help make some cash for their own end, particularly given that you might have done it if you ever desired. The principles likewise served as the fantastic way to know that some people have a similar zeal similar to my own to grasp more related to this condition. I’m certain there are numerous more enjoyable instances up front for people who look into your site.

    20. Thanks so much for giving everyone an extraordinarily terrific opportunity to discover important secrets from this website. It can be so pleasing and as well , full of a good time for me personally and my office friends to search your web site really 3 times in a week to study the latest issues you have. And indeed, I’m just actually happy with all the gorgeous strategies served by you. Certain two tips in this post are in truth the simplest I have had.

    21. 제왕카지노 より:

      Nice blog here! Also your website loads up very fast!
      What host are you using? Can I get your affiliate link to your host?
      I wish my website loaded up as fast as yours lol

    22. WilliamFub より:

      第一借錢網擁有全台最多的借錢資訊。資訊最齊全,當舖業,信貸業,在第一借錢網裏一應俱全。

      https://168cash.com.tw/

    23. Hi, I do think this is a great web site. I stumbledupon it 😉 I’m
      going to come back yet again since I bookmarked it. Money and freedom is the
      best way to change, may you be rich and continue to help other people.

    24. Utilisation Baclofene Alcool

    25. Link exchange is nothing else however it is simply placing the other person’s blog link on your page at
      proper place and other person will also do similar in favor of you. http://www.deinformedvoters.org/tadalafil-price

    26. Titanium ore より:

      Right away I am ready to do my breakfast, afterward having my breakfast coming
      yet again to read more news.

    27. 007카지노 より:

      My family all the time say that I am killing my
      time here at net, except I know I am getting familiarity
      daily by reading such nice posts.

    28. Awesome issues here. I am very satisfied to see your article.
      Thanks a lot and I am looking forward to touch you. Will you please drop me a e-mail?

    29. What’s Happening i’m new to this, I stumbled upon this
      I have discovered It absolutely helpful and it has helped me out loads.
      I am hoping to contribute & aid different customers like its helped me.
      Great job.

    30. Thanks a lot for sharing this with all of us you actually realize what you
      are speaking about! Bookmarked. Please additionally consult with my
      web site =). We will have a link trade contract between us

    31. Have you ever thought about publishing an ebook or guest authoring on other
      sites? I have a blog based upon on the same subjects
      you discuss and would really like to have you share some stories/information. I know my subscribers would value your
      work. If you’re even remotely interested, feel free to send me
      an e-mail.

    32. bluessy より:

      ????DYM?SEO??? ivermectin for humans walmart ivermectin cream stromectol kup iwermektynД™ nz

    33. Connuank より:

      ????DYM?SEO??? generic zithromax azithromycin azithromycin antibiotic class zpack

    34. This article presents clear idea for the new users of blogging, that in fact how
      to do running a blog. http://antiibioticsland.com/Bactrim.htm

    35. whoah this weblog is magnificent i like studying your articles.
      Keep up the good work! You realize, lots of people are looking around for this information, you can help them greatly.

    36. istanbul escort より:

      istanbul escort

    37. Titanium Bike より:

      Hey just wanted to give you a quick heads up. The words
      in your content seem to be running off the screen in Opera.

      I’m not sure if this is a formatting issue
      or something to do with browser compatibility
      but I figured I’d post to let you know. The style and design look great though!
      Hope you get the issue solved soon. Cheers

    コメントをどうぞ

    タグクラウド

    Google SEO SNS WordPress ニュース 事例 豆知識