Post on 21-Jan-2018
transcript
ASO Best Practices 2017 for Games
Anatoly Sharifulin White Nights, October 2017
Agenda1. ASO Intro
2. ASO Types
3. ASO Loop
4. ASO Examples
5. Q&A
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1. ASO Intro
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ASOApp Store Optimization
1. ASO Intro
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ASO works for games, especially for indie
works
Insight #1
1. ASO Intro
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You can achieve the best results if you’ve never done ASO before
Insight #2
1. ASO Intro
the best
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ASO is complex & continuous work, not a silver bullet
continious
Insight #3
1. ASO Intro
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If a game has a lot of traffic, ASO works even better
Insight #4
1. ASO Intro
better
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ASO for Apps vs. Games is almost the same
Insight #5
1. ASO Intro
the same
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2. ASO Types
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Search Visibility — Search queries optimization— Optimization positions in the SERPs
Conversion Rate — App page optimization Paid Store Traffic — Search Ads, Google Adwords— Black Hat
Mobile SEO
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2
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2. ASO Types
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Search Visibility
• Text optimization
• Search & select new keywords, reshuffle words,«seo» your text description:
1. Improving search visibility
2. Positions optimization
2. ASO Types1
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Goals
1. More impressions, views or better CRs
2. Improving positions
3. Increasing installs
2. ASO Types
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• App Name <= 30
• Subtitle <= 30
• Keywords <= 100
• Developer Name
• In-App Name <= 30 (20 in-apps)
• Additional locales
• Description (for relevancy)
Search Visibility: App Store
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• App Name <= 50
• Short Description <= 80
• Bundle Name
• Description with keywords <= 4000
• Additional locales
Search Visibility: Google Play
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Important: we should consider other factors like in-app metrics
(crashes, uninstalls, etc.)
2. ASO Types
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Conversion Rate2. ASO Types2
• App Store: 3 CRs
• Impr. → App Units
• Views → App Units
• Impr. → Views
• Google Play: 1 CR
• Views → Installs
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App Store2. ASO Types
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Google Play
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2. ASO Types
Visual optimization: Search
• App Icon
• Visible part of app name & subtitle (App Store)
• Avg. rating
• Screenshots, video (App Store)
• Price21
Visual optimization: Search
• Promo banner, video (Google Play)
• App Icon
• App Name
• Avg. rating
• Screenshots
• Short Description (Google Play)
• Promo Text (App Store)
• Popular reviews, replies
• In-Apps: icon, visible texts (App Store)
Visual optimization: Product Page
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• Search Ads
• 7 countries (+ CA, SH, MX)
• ASO for Search Ads
• Adwords
• Similar
• Search (google play & mobile web)
• Black Hat
Paid Search Traffic2. ASO Types3
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Mobile SEO2. ASO Types4
1. Web search for apps & games
2. Google Search @ Google Play Console
3. Sites @ iTunes Connect
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3. ASO Loop
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1. ASO Audit
2. ASO Iterations• Text optimization
Semantic core, keywords, top-20 • CRO
A/B tests, CRs by channels • Search Ads, Adwords
3. ASO Reports
4. Repeat
3. ASO Loop
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ASO Reports
1. Check positions (public data)
2. App Analytics (iTunes Connect)
3. User Acquisition (Google Play Console)
before after Δ
3. ASO Loop
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ASO Reports
1. Check positions (public data)
2. Check metrics (private data):App Analytics (iTunes Connect)User Acquisition (Google Play Console)
3. ASO Loop
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Quantitative metrics — Positions— Impressions— Views— Installs— CRs
Qualitative metrics — Uninstalls— Active Users, Retention — …
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ASO Reports3. ASO Loop
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App Analytics in iTunes Connect
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Play Store organic
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Export ASO metrics with AppFollow
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4. ASO Examples
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https://goo.gl/kVTSdA
How to increase game installs by 53% per day in Google Play
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4. ASO Examples
Summary
1. ASO works for games
2. 4 types of ASO
3. ASO loop: audit, iterations, report
4. PROFIT
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In ASO Automation we believe
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ASO for iOS 11: https://goo.gl/LUkLgr
slideshare.net/sharifulin/aso-best-practices-2015
slideshare.net/sharifulin/aso-best-practices-2016
slideshare.net/MoritzDaan/black-hat-aso-presentation-emetrics
asostack.com
help.appfollow.io/aso
Links
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Thanks!Questions?
Anatoly Sharifulin fb.me/sharifulin
aso@appfollow.io 40