aso best practices 2017 for games

ASO Best Practices 2017 for Games

Anatoly Sharifulin White Nights, October 2017

AnatolySharifulin

CEO & Co-founder AppFollow.io

ASO Expert Mobile Evangelist

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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

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4. ASO ExamplesExample of ASO audit

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