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Anatoly Sharifulin, AppFollow

Ad234dd95cba9583d22026dcbb44ce9a?s=47 wnconf
November 10, 2017

Anatoly Sharifulin, AppFollow

ASO Best Practices 2017 for Games

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

Ad234dd95cba9583d22026dcbb44ce9a?s=128

wnconf

November 10, 2017
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  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