ASO Best Practices 2017 for Games

Transcript

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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

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   Agenda 1. ASO Intro 2. ASO Types 3. ASO Loop

   4. ASO Examples 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 works Insight #1

   1. ASO Intro 6
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   You can achieve the best results if you’ve never done

   ASO before Insight #2 1. ASO Intro the best 7
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   ASO is complex & continuous work, not a silver bullet

   continious 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 & select new

    keywords, reshuffle words,«seo» your text description: 1. Improving search visibility 2. Positions optimization 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 relevancy) 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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    Visual optimization: Search

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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 23
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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 Traffic 2. ASO Types 3 24
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    Mobile SEO 2. ASO Types 4 1. Web search for

    apps & games 2. Google Search @ Google Play Console 3. Sites @ iTunes Connect
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    3. ASO Loop 26

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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 27
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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 28
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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 29
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    Quantitative metrics
 — Positions
 — Impressions
 — Views
 — Installs


    — CRs Qualitative metrics
 — Uninstalls
 — Active Users, Retention
 — …
 1 2 ASO Reports 3. ASO Loop 30
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    App Analytics in iTunes Connect 31

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    Play Store organic 32

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    Export ASO metrics with AppFollow 33

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    4. ASO Examples 34

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    https://goo.gl/kVTSdA How to increase game installs by 53% per day

    in Google Play 35 4. ASO Examples
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    36 4. ASO Examples 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 37
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    In ASO Automation we believe 38

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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 39
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    Thanks! Questions? Anatoly Sharifulin fb.me/sharifulin aso@appfollow.io 40