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ASO Best Practices 2017 for Games
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Anatoly Sharifulin
October 16, 2017
Technology
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ASO Best Practices 2017 for Games
White Nights, Moscow, October 2017
Anatoly Sharifulin
October 16, 2017
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Transcript
ASO Best Practices 2017 for Games Anatoly Sharifulin White
Nights, October 2017
Anatoly Sharifulin CEO & Co-founder AppFollow.io ASO Expert Mobile Evangelist
2
Agenda 1. ASO Intro 2. ASO Types 3. ASO Loop
4. ASO Examples 5. Q&A 3
1. ASO Intro 4
ASO App Store Optimization 1. ASO Intro 5
ASO works for games, especially for indie works Insight #1
1. ASO Intro 6
You can achieve the best results if you’ve never done
ASO before Insight #2 1. ASO Intro the best 7
ASO is complex & continuous work, not a silver bullet
continious Insight #3 1. ASO Intro 8
If a game has a lot of traffic, ASO works
even better Insight #4 1. ASO Intro better 9
ASO for Apps vs. Games is almost the same Insight
#5 1. ASO Intro the same 10
2. ASO Types 11
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
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
Goals 1. More impressions, views or better CRs 2. Improving
positions 3. Increasing installs 2. ASO Types 14
• 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
• App Name <= 50 • Short Description <= 80
• Bundle Name • Description with keywords <= 4000 • Additional locales Search Visibility: Google Play 16
Important: we should consider other factors like in-app metrics (crashes,
uninstalls, etc.) 2. ASO Types 17
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
App Store 2. ASO Types 19
Google Play 20 2. ASO Types
Visual optimization: Search • App Icon • Visible part of
app name & subtitle (App Store) • Avg. rating • Screenshots, video (App Store) • Price 21
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 23
• 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
Mobile SEO 2. ASO Types 4 1. Web search for
apps & games 2. Google Search @ Google Play Console 3. Sites @ iTunes Connect 25
3. ASO Loop 26
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
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
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
Quantitative metrics — Positions — Impressions — Views — Installs
— CRs Qualitative metrics — Uninstalls — Active Users, Retention — … 1 2 ASO Reports 3. ASO Loop 30
App Analytics in iTunes Connect 31
Play Store organic 32
Export ASO metrics with AppFollow 33
4. ASO Examples 34
https://goo.gl/kVTSdA How to increase game installs by 53% per day
in Google Play 35 4. ASO Examples
36 4. ASO Examples Example of ASO audit
Summary 1. ASO works for games 2. 4 types of
ASO 3. ASO loop: audit, iterations, report 4. PROFIT 37
In ASO Automation we believe 38
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
Thanks! Questions? Anatoly Sharifulin fb.me/sharifulin
[email protected]
40