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Apspstore Search Optimization (ASO) – Where to Start?

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Quick view on ASO and how developers can use market research to explore opportunities of ASO to boost traffic for apps/games

Publié dans : Mobile

Apspstore Search Optimization (ASO) – Where to Start?

  1. 1. ASO – WHERE TO START ? By: Gacon
  2. 2. About speaker • 10 years playing in mobile and internet sector • Foundation team of several startups since 2011 • Mobile game publishing team at VNG Corporation • Game launched:
  3. 3. What is ASO? • App Store Optimization (ASO) is the process of improving the visibility in an app store • Specifically, app store optimization includes the process of ranking highly in an app store's search results and top charts rankings • Unlike SEO, app store optimization (ASO) is still a young and evolving field • Some changes in 2015 includes: - Store ads on CH Play - Application search result on Google search
  4. 4. Why ASO important ? • >1.5 mils app on CH Play/Apple Store + Thousands of new submissions daily • 65% of app installs on CH Play comes from search • ASO is a simple but powerful method to get Organic download for an app, especially indie and niche apps (and reskinned apps also ^^) • Acquire Core Users for your app • Easy to do, cost effective
  5. 5. What can affect on ASO? • Main factors: - Title – The keyword placed in the title should be the one with the heaviest search traffic - Keywords – To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience.
  6. 6. What can affect on ASO? (cont) • Secondary Factors: - Total # of Downloads – Your number of downloads are extremely important to ASO, but you don’t have complete control over them. However, there are ways to get incentive downloads - Ratings and Reviews – Also important and difficult to control. However, there are ways to incentivize happy users to rate and review
  7. 7. What can affect on ASO? (cont) • Other Factors: - App Icon: An icon should immediately convey what an app is about, in the simplest (but impressive) manner possible - Screenshots: The first 2 screenshots are the most important as they are the ones seen when scrolling through search results - Video: Use of a short video to highlight the key features of the app - Localization: Translating an app into different languages can greatly increase downloads and expose an app to a larger potential audience - Developer reputation, keeping app ratio, number of crash,…
  8. 8. White vs Black hat ASO • Incentive CPI: Using third party reward platform to bring incentive download and push rank on store chart • Fake app: Completely fake -> Reskinned/cloned app • Blowjob: Normally using bots to increase download, comment, rating to make an app more reliable/fancy • Store hacking: Often top chart hacking (Fast and furious ^^) • Manipulate top paid app/grossing: Using stolen credit card or refund term on store to push rank
  9. 9. How to do market research for ASO? • Product research -> Understand your app • Customer research -> Understand your customer’s behavior • Competitor research -> Understand your competitors • Trend research -> Understand your communities
  10. 10. Product research
  11. 11. Customer research
  12. 12. Trend research • Top trend store • Top growing app on chart • Understand what is going on out there • Finding upcoming events • Viral trend on social network • …. (Predict the next big thing ^^) => Source: Google trend, social media/network or professional market research/report
  13. 13. Competitor research
  14. 14. Some Tools • App Annie, Sensor Tower • Google: Google search autocomplete, Google trend, Google keywords planner • App store search bar • Appcodes, Tune, Straply, Digitalturbine • ….
  15. 15. Thank you!