Slides for our "App Store Optimization (ASO) from scratch" workshop in App Promotion Summit 2017 Berlin. Presented by Guillermo Gallardo and Daniel Peris. Contents: - The Market - App Store Optimization Factors + Strategy (App Store + Google Play) - Keyword Research for ASO - Listing Optimization (App Store Listing / Product Page) - Localization is a MUST for ASO - How to track ASO in the right way - Some ASO Tips - BONUS: Backlinks (SEO) for Google Play ASO Thanks to everyone who joined us for this workshop :) ENJOY!

1. ASO (App Store
Optimization)
from scratch
by Daniel Peris & Guillermo Gallardo
November 30, 2017 - APS Berlin

2. About us
100% MOBILE
Daniel Peris Guillermo Gallardo

3. INDEX
1. The Market
2. App Store Optimization (ASO)
1. Factors
2. Strategy
3. Keyword Research
4. Listing Optimization
5. Localization
6. ASO Tracking
7. Tips
#ASO #APSBerlin 2017

4. The Market

5. REALITY 😱
• Very competitive industry
• +6M apps published on App Store + Play Store
• +90K new apps are published each MONTH
• +90% of apps do not recover investment (OUCH!)
• Almost 2/3 of apps do not generate 100 installs (…)
• Tons of “zombie apps” on stores (not updated in the last year)
• 10% of apps generate 90% of installs / business (Pareto principle)
• THIS IS A WAR!
#ASO #APSBerlin 2017

6. App Store Optimization

7. ASO
ASO (App Store Optimization) is the process of optimizing an
app in order to maximize visibility, improve CTR on lists &
conversion rate (to install) and generate installs through search,
top charts rankings and featured.
Important: organic installs are FREE and help lower user
acquisition costs (CPI, CPL, CPA).
#ASO #APSBerlin 2017

8. ASO
#ASO #APSBerlin 2017

9. ASO
IS
NOT
ONLY
SEARCH
#ASO #APSBerlin 2017
Remember…

10. The “Formula”
ASO = Traffic* + Conversion**
* Visits to landing page (app stores) from Search +
Top Charts + Featured
** Installs
#ASO #APSBerlin 2017

11. ASO Factors - App Store
• On-Metadata
• App Name (30 char) > Impacts Search
• Subtitle (30 char) > Impacts Search
• Keywords field (100 char) > Impacts Search
• Promo text (170 char) > Impacts CVR
• Description (4000 char) > Impacts CVR
• In-app purchases > Impacts Search > IT WORKS!
• Icon > Impacts CTR
• Screenshots / Video > Impacts CVR
• Off-Metadata
• Installs > Impacts Search + Top Charts + Featured + CVR
• User ratings > Impacts Search + Featured + CVR
• User reviews > Impacts Search + Featured + CVR
#ASO #APSBerlin 2017

12. iOS 11 in-app purchase
keyword boost!
#ASO #APSBerlin 2017

13. App Store Product Page
#ASO #APSBerlin 2017

14. ASO Factors - Google Play
• On-Metadata
• URL / Package > Impacts Search
• Title (50 char) > Impacts Search + CTR
• Short description (80 char) > Impacts Search + CVR
• Full description (4000 char) > Impacts Search
• Visual assets: Icon, Feature graphic, Screenshots / Video
• Off-Metadata
• Installs > Impacts Search + Top Charts + Featured + CVR
• User ratings > Impacts Search + Featured + CVR
• User reviews > Impacts Search + Featured + CVR
• Web Backlinks (SEO) - Impacts Search > TESTED and WORKING!
#ASO #APSBerlin 2017

15. Google Play Store Listing
#ASO #APSBerlin 2017

16. ASO Strategy
• It’s all about getting TRAFFIC to listing and convert it to DOWNLOADS
• Different approach depending on the store
• Search
• Keywords: Relevancy + low competition + high traffic > RESEARCH
• OPTIMIZE listing!
• Top Charts > Less relevant than some years ago… Get installs or make money with in-app to conquer
the Top Charts and get some organic traffic…
• Featured
• App Store: Build a great product, pitch the right person, cross your fingers…
• Google Play: Do things the right way, watch out Android Vitals, User Feedback and cross your fingers
• A/B Testing > Find the perfect listing and GROW!
• Track & Track!
#ASO #APSBerlin 2017

17. Keyword Research

18. Keyword Research
#ASO #APSBerlin 2017
• First question: What is your app or game about? Find your core
business keywords: fitness, running, etc.
• Brainstorming: Be creative, open your mind and think of related
keywords to your main keywords
• Spy: Get your directs competitors’ keywords
• Auto-suggest: Browse the stores (or use a tool :P) and get all
suggested keywords
• DATA: Use tools to get # competitors, estimated traffic and difficulty
• Define your KEYWORDS POOL. It will be used in the app store
listings.

19. Keyword Research
#ASO #APSBerlin 2017

20. Listing Optimization

21. Listing Optimization
#ASO #APSBerlin 2017
• Research is done… Right?
• App Store strategy vs. Google Play Store store > Different strategies
• Use ALL possible characters
• Optimize Visual Assets > A/B testing to find the best converting
combination
• User rating matters… Build a good product!
• Use (amazing) videos if possible. Apptamin can help ;)
• Be original and creative: use EMOJIs, CTAs…
• Never ending process

22. Audit your ASO!
#ASO #APSBerlin 2017
ASO Score by TheTool

23. Localization

24. Localization
#ASO #APSBerlin 2017
• Mobile is GLOBAL!
• If possible (not for local products), localize your listing (texts +
visual assets) to ALL possible languages
• Increase visibility in Search + Reach more users
• Scale: More installs = More business
• MAKE MORE MONEY!

25. Localization
#ASO #APSBerlin 2017
Effect of ASO localization in DOWNLOADS:

26. Localization
#ASO #APSBerlin 2017
Effect of ASO localization in MONEY:

27. ASO Tracking

28. ASO Tracking
#ASO #APSBerlin 2017
• What to track?
• Keywords rankings (day / country): You + competitors
• Top Charts rankings (day / country): You + competitors
• Conversion Rate (day / country / source): You
• Installs organic / non organic (day / country): You
• User ratings (avg rating + volume day / country): You + competitors
• User reviews (day / country): You + competitors
• COMPETITORS: listing changes / updates

29. ASO Tracking - KPIs
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30. ASO Tracking - Keywords
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31. ASO Tracking - Top Charts
& Installs
#ASO #APSBerlin 2017

32. ASO Tracking - Comp.
Ratings
#ASO #APSBerlin 2017

33. ASO Tracking - Ratings
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34. ASO Tips

35. ASO Tips
1. ASO is not Magic!
2. Use keywords (and get some!)
3. A/B testing
4. iOS review prompt (iOS 10.3+)
5. BONUS: Backlinks (Google Play)
6. Resources
#ASO #APSBerlin 2017

36. #1 ASO is not Magic!
#ASO #APSBerlin 2017
ASO is not a sprint. ASO is a marathon.

37. #2 Use keywords
• This is too obvious… Do it!
• App Store: App name, subtitle, keywords field, IAP’s
• Google Play: EVERYWHERE!
• URL / Package
• Title
• Short description
• Description
• Comments 😱 😱 😱
• Even backlinks (anchor text) > Go to tip #5
#ASO #APSBerlin 2017

38. #3 A/B Testing
• A/B testing is crucial in ASO
• Goal: get more downloads with the same traffic (Increase CTR +
CVR) > Improve rankings
• App Store > Use a third party tool: SplitMetrics, StoreMaven…
• Google Play > Use Gplay console experiments:
1. A/B test icon
2. A/B test feature graphic
#ASO #APSBerlin 2017

39. #4 iOS review / rating
prompt
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SKStoreReviewController API effect:

40. #5 BONUS: Backlinks
• Build backlinks (web SEO) to improve ASO on Google Play and SEO for apps
(both stores) > App Packs + Single Snippet
• Anchor text matters > Try to get some EXACT MATCH anchor text: “weight
loss” or “fitness app”. Don’t
• Apps Links tracking: ahrefs.com 🙌
• Where to get links? Media, PR, Startup directories, Sponsoring events,
webinars, partnerships… Be SMART!
• 301 redirect experiment: https://medium.com/@DanielPeris/anchor-text-
backlinks-seo-google-play-aso-1357a2b804b6
#ASO #APSBerlin 2017

41. Backlinks keywords boost!
#ASO #APSBerlin 2017

42. #6 Resources
• ASO Guide 2017 > https://pickaso.com/guia-aso
• ASO Ebook > https://asoebook.com/
• PickASO blog > https://pickaso.com/blog-mobile-app-marketing
• TheTool blog > https://thetool.io/blog
• GOOGLE!
#ASO #APSBerlin 2017

43. TheTool Promotion
• Visit our stand and get some gifts
• Drink something with us
• Let’s talk about ASO & Mobile Growth
• TheTool: Get 50% off during 3 months
#ASO #APSBerlin 2017

44. Thank you! 🙌
• @DanielPeris + @Apps_and_downs
• daniel@TheTool.io + guillermo@PickASO.com
• TheTool.io + PickASO.com
#ASO #APSBerlin 2017