aso best practices 2017 for games
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
4
3
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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2
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