#AtTheBar Episode 11: Tom Sheppard – App Store | SEO | Social Selling

Join Mike Pritchett, CEO Shootsta and Tom Sheppard, General Manager of Media Technology at Atomic 212 Group, in the November Edition of At The Bar.

Episode 11

Transcript

Mike
Welcome back everyone!

For those of you who missed our first two of the four videos with Tom Sheppard, the GM of Media Tech at Atomic 212, check those out. Don’t miss out on those great insights.

Thank you so much Tom for joining us again.

Let’s see if we can get through these beer’s in 90 seconds.

Apps! Apps are obviously extremely popular now and people are preferring them over mobile sites. Tell us a little bit about search in the App space.

Tom
Basically to dominate the app search results you need to focus on obviously having a great app and having a sticky product. Because, being sticky and keeping users engaged within your app is going to have a positive effect. But also increasing the downloads that you get, reviews and the keywords that you use within the copy to describe your app.

Mike
Fair enough, so there’s no quick way to the top in the App Store? Pay a lot of money to Apple… ?

Tom
Yeah, if you bribe Apple they might put you there but I doubt it.

Mike
So it’s still about keywords and metatags, same sort of idea is it?

Tom
It is very much early days of SEO. The biggest lever that you can pull is by changing the title of your app. So if you’re a betting client and you have betting in your app title and someone searches for betting, then that’s going to give you more weighting. But really, you have to focus on reviews and downloads and also the engagement because you can buy downloads and everyone just uninstalls the app straightaway. So that’s not really, if your Apple, that’s not really a good download. It’s about that stickiness.

Mike
In the traditional space, online, SEO is about content being king, linking and structure; what are the keys now? Is it still like that?

Tom
It’s still the same. People talk a big game about how it’s changed. Yes, we’ve got social now but still, the fundamentals of SEO are about doing keyword research, having engaging content that is helpful for users and also the structure of that.

Local now is becoming more and more important.

Mike
Yes, we spoke about that in the last video. So, what businesses need local content?

Tom
Traditional businesses, bricks and mortar type businesses. Local is really important because we know that if you have a presence and you’re on your mobile and you’ve got that presence then you’re going to drive more foot traffic in your stores.

So it’s really key for those local businesses. It’s not applicable to everyone, it really does depend on your product.

Mike
So that’s about including local keywords and local content about the area that you’re in?

Tom
To a degree yes and also getting [Google] reviews. Again, similar to the App store, having people leaving positive reviews about the service that you offer and you can use some techy facts in terms of schemer on the pages to give you that boost in the search results as well.

Mike
Moving on to Social, I know we flick back and forward between Social and SEO. What is your opinion on Social as far as selling?

So, you know, we’re sitting here right now and suddenly a buy it now button pops up on the Corona. What do you think, where’s it’s position?

Tom
If you’re offering good content within the Social sphere I think it’s acceptable to drop in that buy now. If you’re a business, you know that the majority of people are either on Facebook or on Google [search] and you’re here to generate leads and sales. So, if it’s done appropriately, then it’s fine.

Mike
So we seem to have stuck to the beers in this At the Bar series, is that anything to do with your background? Just sticking to beers?

Tom
Yeah, preferably warm beers!

Mike
I wasn’t going to say anything about that…Moving on to our question from Talina. Would you rather go on a cruise with Jim Carrey or Robbie Williams?

Tom
Robbie Williams

Mike
Why’s that?

Tom
Because he’d entertain me…

Mike
Cheers to that!

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