ASO Best Practices 2017 for Games

Transcript

1. ASO Best Practices 2017 
 for Games Anatoly Sharifulin White

   Nights, October 2017

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

   2

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

   4. ASO Examples 5. Q&A 3

4. 1. ASO Intro 4

5. ASO App Store Optimization 1. ASO Intro 5

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

   1. ASO Intro 6

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

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

8. ASO is complex & continuous work, not a silver bullet

   continious Insight #3 1. ASO Intro 8

9. If a game has a lot of traffic, ASO works

   even better Insight #4 1. ASO Intro better 9

10. ASO for Apps vs. Games is almost the same Insight

    #5 1. ASO Intro the same 10

11. 2. ASO Types 11

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

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

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

    positions 3. Increasing installs 2. ASO Types 14

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

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

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

17. Important: we should consider other factors like in-app metrics (crashes,

    uninstalls, etc.) 2. ASO Types 17

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

19. App Store 2. ASO Types 19

20. Google Play 20 2. ASO Types

21. Visual optimization: Search • App Icon • Visible part of

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

22. Visual optimization: Search

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

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

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

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

26. 3. ASO Loop 26

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

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

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

30. Quantitative metrics
 — Positions
 — Impressions
 — Views
 — Installs


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

31. App Analytics in iTunes Connect 31

32. Play Store organic 32

33. Export ASO metrics with AppFollow 33

34. 4. ASO Examples 34

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

    in Google Play 35 4. ASO Examples

36. 36 4. ASO Examples Example of ASO audit

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

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

38. In ASO Automation we believe 38

39. 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

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