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ASO: Best Practices 2015

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http://appfollow.io/aso App Store Optimization (ASO) for App Store and Google Play Best Practices 2015 by AppFollow

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AppFollow.io ASO: Best Practices 2015 Anatoly Sharifulin CEO & Co-founder, AppFollow
Anatoly Sharifulin AppFollow.io ASO Expert & Analyst, Mobile Evangelist 2
3 ASOAppstore Search Optimization What?
4 ASOSEO for mobile apps What?
No analytical tools 5 However
‘Would you be so kindly to clarify then, what exact position would we take? Because better is not very certain…’ 6 Question
ASO is free app promotion 7 free What for?
8 One change can lead to a 4–5x time growth of installations and marketing budget savings
9 Question ‘I would like to know the approximate order of numbers, will the costs pay off or not?’
10 When? • A new app (before the first release) • An app with a small amount of downloads 
 per day • A leader-app (almost a leader,
 a top-20 of category) MAY MUST SHOULD
11 ASO recommendations: siliconrus.com/2014/07/aso-ostrovok/ siliconrus.com/2014/10/aso-ostrovok-2/ siliconrus.com/2015/04/aso-3/ How? Russian articles
12 • Expanding the visibility of an app due 
 to new keywords • Improving positions in search results • Increase view conversion in app installation
 How? Three optimization strategies:
ASO — is a complex and permanent work on app optimization 13 permanent How?
First step: Basic optimization Working in all areas major changes in the meta-data, everything that can dramatically improve the situation 14 How?
1. App ASO analysis • It is necessary to identify bottlenecks, all the possible errors in the meta settings: • Wrong chosen keywords, singular vs. plural, word declension • Word repetitions in the title and keywords • Poorly drafted title • Unsuccessful screenshots and an icon • ‘Video is in Russian and the app is used in other countries as well’ • App category 15 Basic optimization
2. ASO analysis of competitors • Competitors always exist, even if they are indirect, these apps take over 
 the search traffic
 
 
 
 
 
 
 
 
 
 
 
 16 Basic optimization
17 A list off apps competitors in taxi category
• Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • 
 18 2. ASO analysis of competitors Basic optimization
19 Due to the app icon stand out in the search results
• Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • ASO changing history (title, description, screenshots, video, icon). It is important to understand the motivations of these exact changes 20 2. ASO analysis of competitors Basic optimization
21 ASO changes history
• Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • ASO changing history (title, description, screenshots, video, icon). It is important to understand the motivations of these exact changes • Competitors prompt the possible categories
 which may be more organic
 
 
 22 2. ASO analysis of competitors Basic optimization
23 Categories in which competitors’ apps are placed
• Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • ASO changing history (title, description, screenshots, video, icon). It is important to understand the motivations of these exact changes • Competitors prompt the possible categories
 which may be more organic • SERPs research for each app 
 24 2. ASO analysis of competitors Basic optimization
25 Easy Taxi #3 when you search ‘uber’
3. Creating the semantic core • How to create a core of searches for the app: • Common sense • Words from competitors’ app titles • Yandex Wordstat and Adwords Keywords only to select new words • Related keywords (for US locale)
 
 
 
 
 
 26 Basic optimization
27 Related keywords
• How to create a core of searches for the app: • Common sense • Words from competitors’ app titles • Yandex Wordstat and Adwords Keywords only to select new words • Related keywords (for US locale) • Competitors’ titles usage in transcription :-) 28 3. Creating the semantic core Basic optimization
29
• How to create a core of searches for the app: • Common sense • Words from competitors’ app titles • Yandex Wordstat and Adwords Keywords only to select new words • Related keywords (for US locale) • Competitors’ titles usage in transcription :-) • Search of target audience’s phrases and dialect in reviews on the apps of competitors • Suggest from App Store and Google Play for prioritization and ranking! 30 3. Creating the semantic core Basic optimization
31 Semantic core example
Semantic core selection is the most important part of ASO optimization 32 Basic optimization most important
4. Generation of titles, keywords, descriptions and phrases for screenshots • Title: • Length is limited • Elaborate visible part of the title • Transfer popular keywords into the title • Several variations of titles (esp. for Google Play) • NB! Some may be rejected (point 3.1 and point 3.4 in App Store Review Guidelines) • 
 33 Basic optimization
While changing the title it is necessary to change keywords so that total coverage from semantic core stayed preserved! 34 Important
• Title: • Length is limited • Elaborate visible part of the title • Transfer popular keywords into the title • Several variations of titles (esp. for Google Play) • NB! Some may be rejected (point 3.1 and point 3.4 in App Store Review Guidelines) • You can get keywords of competitors’ apps
 
 
 35 4. Generation of titles, keywords, descriptions and phrases for screenshots Basic optimization
36 Research matrix of competitors’ apps
• Title: • Length is limited • Elaborate visible part of the title • Transfer popular keywords into the title • Several variations of titles (esp. for Google Play) • NB! Some may be rejected (point 3.1 and point 3.4 in App Store Review Guidelines) • You can get keywords of competitors’ apps • Increased keywords through the use of secondary locales (English UK for RU, Spanish for US)
 37 4. Generation of titles, keywords, descriptions and phrases for screenshots Basic optimization
4. Generation of titles, keywords, descriptions and phrases for screenshots • Description: • Pay attention to the first sentences in the description of the app • UTF-8 symbols: ▶ • ✓ • You can use the HTML markup for Google Play • Elaborate 5-8 short phrases for screenshots and other marketing activities, you will come back 
 to them plenty of times • Obligatorily: • Advantages of the new title’s, keywords’ and descriptions’ version over the current version • What are the expectations from the SERPs’ change?
 38 Basic optimization
5. Screenshots, video, promo banners, icon • Custom screenshots with short phrases: • Contrast background, large text • All sizes • Video: • The easiest way to make a video of how the app works is via Quick Time or AndroidTool • Promotional banners: • You can elaborate a text using popular words from semantic core • The icon must accurately reflect the essence of the application. 
 Either way it will be better to make a lettering 39 Basic optimization
40
41
42
43 Question ‘Do custom screenshots and ASO have any impact on getting into featuring?’
Create two ASO documents: researches and changes 44 Important
45
Second step: Additional optimizations Further optimization of at least 3-4 iteration changes, testing the change only of keywords, screenshots, video, or category. Aim: To understand what influences and what does not influence on the organic traffic 46 How?
47
It is recommended to release ASO of apps in the App Store regardless the product plan 48 Important
1. What influences search results? • Downloading apps from search results • It is important to keep track of everything that happens with your app and competitors’ apps: • Rating and number of reviews, how fast an application is gaining ratings? • ”Similar” section
 
 
 
 
 
 
 
 49 Additional optimizations
50 From the ‘Similar’ section
51 From the ‘Similar’ section
• Downloading apps from search results • It is important to keep track of everything that happens with your app and competitors’ apps: • Rating and number of reviews, how fast an application is gaining ratings? • ”Similar” section • Reviews’ texts
 
 
 
 
 
 52 1. What influences search results? Additional optimizations
53 There are mentions in some reviews
• Downloading apps from search results • It is important to keep track of everything that happens with your app and competitors’ apps: • Rating and number of reviews, how fast an application is gaining ratings? • ”Similar” section • Reviews’ texts • References and links to application • Video views and Google +1 • Internal metrics: launches, removals, and others 54 1. What influences search results? Additional optimizations
• Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps 55 2. What else can be done? Additional optimizations
56 Search matrix for taxi apps on for iPad
• Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps • Competitors take on the whole search traffic, even on your own keywords • App unbundling is creating multiple apps from a single one. Examples: • Sports.ru: flagship, football / hockey, leagues, teams (200+)
 
 
 
 57 2. What else can be done? Additional optimizations
58
• Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps • Competitors take on the whole search traffic, even on your own keywords • App unbundling is creating multiple apps from a single one. Examples: • Sports.ru: flagship, football / hockey, leagues, teams (200+) • Guides and offline maps: main parts and cities
 
 59 2. What else can be done? Additional optimizations
60
• Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps • Competitors take on the whole search traffic, even on your own keywords • App unbundling is creating multiple apps from a single one. Examples: • Sports.ru: flagship, football / hockey, leagues, teams (200+) • Guides and offline maps: main parts and cities • Apps clones 61 2. What else can be done? Additional optimizations
62
You can check product hypothesis without writing the code using ASO :-) 63 Hack
64 So how do we measure? • If there is no promotional activity, we do it via Crashlytics 
 (but the first run does not mean the installation was during this period) • App Analytics: views, installations, launches (data do not reflect the whole picture, but you can test changes from one version to version another) • Dev Console Google Play: integrated A/B testing • A/B testing of changes of individual advertising campaigns

65
66
67 B*TCH!ANALYZE IT,
AppFollow.io Thank you! Questions? 68 Anatoly Sharifulin hi@appfollow.io

More Related Content

ASO: Best Practices 2015

  • 1. AppFollow.io ASO: Best Practices 2015 Anatoly Sharifulin CEO & Co-founder, AppFollow
  • 2. Anatoly Sharifulin AppFollow.io ASO Expert & Analyst, Mobile Evangelist 2
  • 4. 4 ASOSEO for mobile apps What?
  • 6. ‘Would you be so kindly to clarify then, what exact position would we take? Because better is not very certain…’ 6 Question
  • 7. ASO is free app promotion 7 free What for?
  • 8. 8 One change can lead to a 4–5x time growth of installations and marketing budget savings
  • 9. 9 Question ‘I would like to know the approximate order of numbers, will the costs pay off or not?’
  • 10. 10 When? • A new app (before the first release) • An app with a small amount of downloads 
 per day • A leader-app (almost a leader,
 a top-20 of category) MAY MUST SHOULD
  • 12. 12 • Expanding the visibility of an app due 
 to new keywords • Improving positions in search results • Increase view conversion in app installation
 How? Three optimization strategies:
  • 13. ASO — is a complex and permanent work on app optimization 13 permanent How?
  • 14. First step: Basic optimization Working in all areas major changes in the meta-data, everything that can dramatically improve the situation 14 How?
  • 15. 1. App ASO analysis • It is necessary to identify bottlenecks, all the possible errors in the meta settings: • Wrong chosen keywords, singular vs. plural, word declension • Word repetitions in the title and keywords • Poorly drafted title • Unsuccessful screenshots and an icon • ‘Video is in Russian and the app is used in other countries as well’ • App category 15 Basic optimization
  • 16. 2. ASO analysis of competitors • Competitors always exist, even if they are indirect, these apps take over 
 the search traffic
 
 
 
 
 
 
 
 
 
 
 
 16 Basic optimization
  • 17. 17 A list off apps competitors in taxi category
  • 18. • Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • 
 18 2. ASO analysis of competitors Basic optimization
  • 19. 19 Due to the app icon stand out in the search results
  • 20. • Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • ASO changing history (title, description, screenshots, video, icon). It is important to understand the motivations of these exact changes 20 2. ASO analysis of competitors Basic optimization
  • 22. • Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • ASO changing history (title, description, screenshots, video, icon). It is important to understand the motivations of these exact changes • Competitors prompt the possible categories
 which may be more organic
 
 
 22 2. ASO analysis of competitors Basic optimization
  • 24. • Competitors always exist, even if they are indirect, these apps take over 
 the search traffic • Every app’s analysis (see point 1): • ‘Everyone has blue icons and one app has a red one’ • ASO changing history (title, description, screenshots, video, icon). It is important to understand the motivations of these exact changes • Competitors prompt the possible categories
 which may be more organic • SERPs research for each app 
 24 2. ASO analysis of competitors Basic optimization
  • 25. 25 Easy Taxi #3 when you search ‘uber’
  • 26. 3. Creating the semantic core • How to create a core of searches for the app: • Common sense • Words from competitors’ app titles • Yandex Wordstat and Adwords Keywords only to select new words • Related keywords (for US locale)
 
 
 
 
 
 26 Basic optimization
  • 28. • How to create a core of searches for the app: • Common sense • Words from competitors’ app titles • Yandex Wordstat and Adwords Keywords only to select new words • Related keywords (for US locale) • Competitors’ titles usage in transcription :-) 28 3. Creating the semantic core Basic optimization
  • 29. 29
  • 30. • How to create a core of searches for the app: • Common sense • Words from competitors’ app titles • Yandex Wordstat and Adwords Keywords only to select new words • Related keywords (for US locale) • Competitors’ titles usage in transcription :-) • Search of target audience’s phrases and dialect in reviews on the apps of competitors • Suggest from App Store and Google Play for prioritization and ranking! 30 3. Creating the semantic core Basic optimization
  • 32. Semantic core selection is the most important part of ASO optimization 32 Basic optimization most important
  • 33. 4. Generation of titles, keywords, descriptions and phrases for screenshots • Title: • Length is limited • Elaborate visible part of the title • Transfer popular keywords into the title • Several variations of titles (esp. for Google Play) • NB! Some may be rejected (point 3.1 and point 3.4 in App Store Review Guidelines) • 
 33 Basic optimization
  • 34. While changing the title it is necessary to change keywords so that total coverage from semantic core stayed preserved! 34 Important
  • 35. • Title: • Length is limited • Elaborate visible part of the title • Transfer popular keywords into the title • Several variations of titles (esp. for Google Play) • NB! Some may be rejected (point 3.1 and point 3.4 in App Store Review Guidelines) • You can get keywords of competitors’ apps
 
 
 35 4. Generation of titles, keywords, descriptions and phrases for screenshots Basic optimization
  • 37. • Title: • Length is limited • Elaborate visible part of the title • Transfer popular keywords into the title • Several variations of titles (esp. for Google Play) • NB! Some may be rejected (point 3.1 and point 3.4 in App Store Review Guidelines) • You can get keywords of competitors’ apps • Increased keywords through the use of secondary locales (English UK for RU, Spanish for US)
 37 4. Generation of titles, keywords, descriptions and phrases for screenshots Basic optimization
  • 38. 4. Generation of titles, keywords, descriptions and phrases for screenshots • Description: • Pay attention to the first sentences in the description of the app • UTF-8 symbols: ▶ • ✓ • You can use the HTML markup for Google Play • Elaborate 5-8 short phrases for screenshots and other marketing activities, you will come back 
 to them plenty of times • Obligatorily: • Advantages of the new title’s, keywords’ and descriptions’ version over the current version • What are the expectations from the SERPs’ change?
 38 Basic optimization
  • 39. 5. Screenshots, video, promo banners, icon • Custom screenshots with short phrases: • Contrast background, large text • All sizes • Video: • The easiest way to make a video of how the app works is via Quick Time or AndroidTool • Promotional banners: • You can elaborate a text using popular words from semantic core • The icon must accurately reflect the essence of the application. 
 Either way it will be better to make a lettering 39 Basic optimization
  • 40. 40
  • 41. 41
  • 42. 42
  • 43. 43 Question ‘Do custom screenshots and ASO have any impact on getting into featuring?’
  • 44. Create two ASO documents: researches and changes 44 Important
  • 45. 45
  • 46. Second step: Additional optimizations Further optimization of at least 3-4 iteration changes, testing the change only of keywords, screenshots, video, or category. Aim: To understand what influences and what does not influence on the organic traffic 46 How?
  • 47. 47
  • 48. It is recommended to release ASO of apps in the App Store regardless the product plan 48 Important
  • 49. 1. What influences search results? • Downloading apps from search results • It is important to keep track of everything that happens with your app and competitors’ apps: • Rating and number of reviews, how fast an application is gaining ratings? • ”Similar” section
 
 
 
 
 
 
 
 49 Additional optimizations
  • 52. • Downloading apps from search results • It is important to keep track of everything that happens with your app and competitors’ apps: • Rating and number of reviews, how fast an application is gaining ratings? • ”Similar” section • Reviews’ texts
 
 
 
 
 
 52 1. What influences search results? Additional optimizations
  • 53. 53 There are mentions in some reviews
  • 54. • Downloading apps from search results • It is important to keep track of everything that happens with your app and competitors’ apps: • Rating and number of reviews, how fast an application is gaining ratings? • ”Similar” section • Reviews’ texts • References and links to application • Video views and Google +1 • Internal metrics: launches, removals, and others 54 1. What influences search results? Additional optimizations
  • 55. • Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps 55 2. What else can be done? Additional optimizations
  • 56. 56 Search matrix for taxi apps on for iPad
  • 57. • Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps • Competitors take on the whole search traffic, even on your own keywords • App unbundling is creating multiple apps from a single one. Examples: • Sports.ru: flagship, football / hockey, leagues, teams (200+)
 
 
 
 57 2. What else can be done? Additional optimizations
  • 58. 58
  • 59. • Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps • Competitors take on the whole search traffic, even on your own keywords • App unbundling is creating multiple apps from a single one. Examples: • Sports.ru: flagship, football / hockey, leagues, teams (200+) • Guides and offline maps: main parts and cities
 
 59 2. What else can be done? Additional optimizations
  • 60. 60
  • 61. • Add an iPad version of the app • The app doesn’t show in iPad search results, but it may be shown in Top Apps • Competitors take on the whole search traffic, even on your own keywords • App unbundling is creating multiple apps from a single one. Examples: • Sports.ru: flagship, football / hockey, leagues, teams (200+) • Guides and offline maps: main parts and cities • Apps clones 61 2. What else can be done? Additional optimizations
  • 62. 62
  • 63. You can check product hypothesis without writing the code using ASO :-) 63 Hack
  • 64. 64 So how do we measure? • If there is no promotional activity, we do it via Crashlytics 
 (but the first run does not mean the installation was during this period) • App Analytics: views, installations, launches (data do not reflect the whole picture, but you can test changes from one version to version another) • Dev Console Google Play: integrated A/B testing • A/B testing of changes of individual advertising campaigns

  • 65. 65
  • 66. 66