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
   

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2. Anatoly
   Sharifulin
   CEO & Co-founder
   AppFollow.io
   ASO Expert
   Mobile Evangelist
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3. Agenda
   1. ASO Intro
   2. ASO Types
   3. ASO Loop
   4. ASO Example
   5. Q&A
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4. 1. ASO Intro
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5. ASO
   App Store Optimization
   1. ASO Intro
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6. ASO works for games,
   especially for indie developers
   works
   Insight #1
   1. ASO Intro
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7. You can give the best results,
   if you’ve never done ASO before
   Insight #2
   1. ASO Intro
   the best
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8. ASO is a complex & permanent
   work, not a silver bullet
   permanent
   Insight #3
   1. ASO Intro
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9. If a game has a lot of traffic,
   ASO works even better
   Insight #4
   1. ASO Intro
   better
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10. ASO for Apps vs. Games
    is almost the same
    Insight #5
    1. ASO Intro
    the same
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11. 2. ASO Types
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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
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    2
    4
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    2. ASO Types
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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
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14. Goals
    1. More impressions, views

    or better CRs
    2. Improving positions
    3. Increasing installs
    2. ASO Types
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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
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16. • App Name <= 50
    • Short Description <= 80
    • Bundle Name
    • Description with keywords <= 4000
    • Additional locales
    Search Visibility: Google Play
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17. Important: we should consider
    other factors like in-app metrics
    (crashes, uninstalls, etc.)
    2. ASO Types
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18. Conversion Rate
    2. ASO Types
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    • App Store: 3 CRs
    • Impr. → App Units
    • Views → App Units
    • Impr. → Views
    • Google Play: 1 CR
    • Views → Installs
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19. App Store
    2. ASO Types
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20. Google Play
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    2. ASO Types
    

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21. Visual optimization: Search
    • App Icon
    • Visible part of app name,
    subtitle (App Store)
    • Avg. rating
    • Screenshots, video 

    (App Store)
    • Price
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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
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23. • Search Ads
    • 7 countries (+ CA, SH, MX)
    • ASO for Search Ads
    • Adwords
    • Similar, before search
    • Black Hat
    Paid Search Traffic
    2. ASO Types
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24. Mobile SEO
    2. ASO Types
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    1. Web search by apps & games
    2. Google Search @ Google Play Console
    3. Sites @ iTunes Connect

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25. 3. ASO Loop
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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
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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
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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
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29. Quantitative metrics

    — Positions

    — Impressions

    — Views

    — Installs

    — CRs
    Qualitative metrics

    — Uninstalls

    — Active Users, Retention

    — …

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    2
    ASO Reports
    3. ASO Loop
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30. App Analytics in iTunes Connect
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31. Play Store organic
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32. Export ASO metrics in AppFollow
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33. 4. ASO Example
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34. https://goo.gl/kVTSdA
    How to increase game installs by 53% per day in Google Play
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    4. ASO Example
    

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35. 35
    4. ASO Example
    Example of ASO audit
    

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36. Summary
    1. ASO works for games
    2. 4 types of ASO
    3. ASO loop:

    audit, iterations, report
    4. PROFIT
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37. In ASO Automation we believe
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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
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39. Thanks!
    Questions?
    Anatoly Sharifulin
    fb.me/sharifulin
    aso@appfollow.io
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