ASO Best Practices 2017 for Games

ASO Best Practices 2017 for Games

White Nights, Moscow, October 2017

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Anatoly Sharifulin

October 16, 2017
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  1. 3.
  2. 7.

    You can achieve the best results if you’ve never done

    ASO before Insight #2 1. ASO Intro the best 7
  3. 8.

    ASO is complex & continuous work, not a silver bullet

    continious Insight #3 1. ASO Intro 8
  4. 9.

    If a game has a lot of traffic, ASO works

    even better Insight #4 1. ASO Intro better 9
  5. 10.
  6. 12.

    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
  7. 13.

    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
  8. 14.

    Goals 1. More impressions, views
 or better CRs 2. Improving

    positions 3. Increasing installs 2. ASO Types 14
  9. 15.

    • 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
  10. 16.

    • App Name <= 50 • Short Description <= 80

    • Bundle Name • Description with keywords <= 4000 • Additional locales Search Visibility: Google Play 16
  11. 18.

    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
  12. 21.

    Visual optimization: Search • App Icon • Visible part of

    app name & subtitle (App Store) • Avg. rating • Screenshots, video 
 (App Store) • Price 21
  13. 23.

    • 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
  14. 24.

    • 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
  15. 25.

    Mobile SEO 2. ASO Types 4 1. Web search for

    apps & games 2. Google Search @ Google Play Console 3. Sites @ iTunes Connect
 25
  16. 27.

    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
  17. 28.

    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
  18. 29.

    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
  19. 30.

    Quantitative metrics
 — Positions
 — Impressions
 — Views
 — Installs


    — CRs Qualitative metrics
 — Uninstalls
 — Active Users, Retention
 — …
 1 2 ASO Reports 3. ASO Loop 30
  20. 37.

    Summary 1. ASO works for games 2. 4 types of

    ASO 3. ASO loop:
 audit, iterations, report 4. PROFIT 37