SEO Blog
2012.10.23

iOS6.0になって変化したASOのスタイル

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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。

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