Anatoly Sharifulin, AppFollow

ASO Best Practices 2017 for Games

(White Nights Conference Moscow 2017)
The official conference website — http://wnconf.com

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 Example 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 developers works Insight #1 1. ASO Intro 6
7. You can give the best results, if you’ve never done ASO before Insight #2 1. ASO Intro the best 7
8. ASO is a complex & permanent work, not a silver bullet permanent 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 & suggest keywords, reshuffle words,«seo» for text description: 1. Improving search visibility 2. Optimization of positions 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 relevant) 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. • 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
23. • 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
24. Mobile SEO 2. ASO Types 4 1. Web search by apps & games 2. Google Search @ Google Play Console 3. Sites @ iTunes Connect
 24
25. 3. ASO Loop 25
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 26
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 27
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 28
29. Quantitative metrics
 — Positions
 — Impressions
 — Views
 — Installs
 — CRs Qualitative metrics
 — Uninstalls
 — Active Users, Retention
 — …
 1 2 ASO Reports 3. ASO Loop 29
30. App Analytics in iTunes Connect 30
31. Play Store organic 31
32. Export ASO metrics in AppFollow 32
33. 4. ASO Example 33
34. https://goo.gl/kVTSdA How to increase game installs by 53% per day in Google Play 34 4. ASO Example
35. 35 4. ASO Example Example of ASO audit
36. Summary 1. ASO works for games 2. 4 types of ASO 3. ASO loop:
 audit, iterations, report 4. PROFIT 36
37. In ASO Automation we believe 37
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 38
39. Thanks! Questions? Anatoly Sharifulin fb.me/sharifulin aso@appfollow.io 39