TRAFFIC
IOS 11: CHALLENGES
AND OPPORTUNITIES FOR
IGAMING OPERATORS
The upcoming release of Apple’s next operating system will force a number of changes on the app store
ecosystem. App store optimisation consultant Matthew Balch examines how the market will adjust.
BACK IN JUNE at its annual Worldwide
Developers Conference, Apple announced
a range of updates due to take effect with
the release of its new iOS 11 operating
system in September.
From augmented reality to an improved
Siri and revolutionised iPad, iOS 11
promises to be the most radical operating
system update for years. But what are
the opportunities for gambling operators
which thrive in the app store ecosystem and
categorise app store optimisation (ASO)
as a unique acquisition channel?
This article aims to identify some of the
key changes and opportunities presented
by iOS 11 and offer tips on how brands can
take advantage to enhance their ASO.
For example, use a niche keyword term
like ‘free spins’ or ‘in-play’ (both of which
describe key USPs) and developers risk
using keywords with a lower search volume
within prime real estate. Alternatively, use
standard, generic keywords like ‘football’,
‘betting’, ‘casino’ or ‘bingo’ and developers
run the risk of being seen as ‘just another
gambling app’ among heavy competition.
It is therefore possible that developers
with the shortest brand names could be the
winners, as they are likely to be able to fit
two to three non-brand keywords within
their title alongside their brand name, thus
boosting their keyword density (see Figure 1).
In this scenario, it is worth testing the
use of generic vs niche keyword terms
within the app’s title to understand whether
the app can:
A) r ank high(er) for a niche term if
used within the title — it is more
advantageous to rank in the top 10
for a term with a lower search volume
than rank below 20 for a term with
a higher search volume; or
B) maintain keyword rank and the
same volume of terms generated
by standard, generic terms if moved
away from the title into the meta
keyword field.
Figure 1: New app description page
App title shortened…
The app ‘title’ is being reduced from a
maximum 50 characters to 30. On the
surface, it might seem that the aim of this
measure is to ensure that all app titles fit
within the app store’s new design layout.
More likely, this reduction has been
created as a measure to eradicate keyword
duplication (or stuffing) within the title,
which typically can lead to a poor user
experience.
Historically, we know that the app
store algorithm places greater weight on
keywords used within the title, so this
leaves developers with some difficult
choices to make when selecting keywords
to go alongside the app’s brand name.
iGB Affiliate Issue 64 AUG/SEP 2017
11