Anatoly Sharifulin, AppFollow

by wnconf

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ASO Best Practices 2017   for Games Anatoly Sharifulin White Nights, October 2017

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Anatoly Sharifulin CEO & Co-founder AppFollow.io ASO Expert Mobile Evangelist 2

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Agenda 1. ASO Intro 2. ASO Types 3. ASO Loop 4. ASO Example 5. Q&A 3

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1. ASO Intro 4

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ASO App Store Optimization 1. ASO Intro 5

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ASO works for games, especially for indie developers works Insight #1 1. ASO Intro 6

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You can give the best results, if you’ve never done ASO before Insight #2 1. ASO Intro the best 7

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ASO is a complex & permanent work, not a silver bullet permanent Insight #3 1. ASO Intro 8

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If a game has a lot of trafﬁc, ASO works even better Insight #4 1. ASO Intro better 9

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ASO for Apps vs. Games is almost the same Insight #5 1. ASO Intro the same 10

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2. ASO Types 11

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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 1 2 4 3 2. ASO Types 12

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Search Visibility • Text optimization • Search & suggest keywords, reshufﬂe words,«seo» for text description: 1. Improving search visibility 2. Optimization of positions 2. ASO Types 1 13

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Goals 1. More impressions, views  or better CRs 2. Improving positions 3. Increasing installs 2. ASO Types 14

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• App Name <= 30 • Subtitle <= 30 • Keywords <= 100 • Developer Name • In-App Name <= 30 (20 in-apps) • Additional locales • Description (for relevant) Search Visibility: App Store 15

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• App Name <= 50 • Short Description <= 80 • Bundle Name • Description with keywords <= 4000 • Additional locales Search Visibility: Google Play 16

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Important: we should consider other factors like in-app metrics (crashes, uninstalls, etc.) 2. ASO Types 17

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Conversion Rate 2. ASO Types 2 • App Store: 3 CRs • Impr. → App Units • Views → App Units • Impr. → Views • Google Play: 1 CR • Views → Installs 18

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App Store 2. ASO Types 19

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Google Play 20 2. ASO Types

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Visual optimization: Search • App Icon • Visible part of app name, subtitle (App Store) • Avg. rating • Screenshots, video   (App Store) • Price 21

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• 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 22

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• Search Ads • 7 countries (+ CA, SH, MX) • ASO for Search Ads • Adwords • Similar, before search • Black Hat Paid Search Trafﬁc 2. ASO Types 3 23

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Mobile SEO 2. ASO Types 4 1. Web search by apps & games 2. Google Search @ Google Play Console 3. Sites @ iTunes Connect  24

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3. ASO Loop 25

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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 26

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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 27

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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 28

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Quantitative metrics  — Positions  — Impressions  — Views  — Installs  — CRs Qualitative metrics  — Uninstalls  — Active Users, Retention  — …  1 2 ASO Reports 3. ASO Loop 29

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App Analytics in iTunes Connect 30

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Play Store organic 31

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Export ASO metrics in AppFollow 32

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4. ASO Example 33

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https://goo.gl/kVTSdA How to increase game installs by 53% per day in Google Play 34 4. ASO Example

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35 4. ASO Example Example of ASO audit

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Summary 1. ASO works for games 2. 4 types of ASO 3. ASO loop:  audit, iterations, report 4. PROFIT 36

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In ASO Automation we believe 37

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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 38

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Thanks! Questions? Anatoly Sharifulin fb.me/sharifulin aso@appfollow.io 39