5. ASOstack.com
BlackHatASO
5
GETTING FEATURED
ACTIVELY DEVELOPING & NURTURING RELATIONSHIPS WITH APPLE + GOOGLE
Keyword optimization
Getting
featured
Top charts
(Burst /
category
switch)
Search
ads
SearchTerm
Conversion
Ratings&
Reviews
Trending
Searches
Localization
3rdpartyAndroid
distribution
Other Text Metadata
Keyword
set
App
Title!
• Pitch good + early
• Don’t push, but work with the teams
• Exclusivity + Marketing plan
• Promotional calendar
• Permanent subcategories
Leading success metrics
App Units with source App Store Browse
& Installs and Store Listing Visitors
# features
6. ASOstack.com
BlackHatASO
6
TOP CHARTS
GET IN FRONT OF CASUAL APP STORE BROWSERS
Keyword optimization
Getting
featured
Top charts
(Burst /
category
switch)
Search
ads
SearchTerm
Conversion
Ratings&
Reviews
Trending
Searches
Localization
3rdpartyAndroid
distribution
Other Text Metadata
Keyword
set
App
Title!
• Select best category for fit + rank
• (Dated?) boost app to the top w/ burst campaigns
Leading success metrics
App Units with source App Store Browse
& Installs and Store Listing Visitors
7. ASOstack.com
BlackHatASO
7
KEYWORD OPTIMIZATION
SIZING THE OPPORTUNITY
Keyword optimization
Getting
featured
Top charts
(Burst /
category
switch)
Search
ads
SearchTerm
Conversion
Ratings&
Reviews
Trending
Searches
Localization
3rdpartyAndroid
distribution
Other Text Metadata
Keyword
set
App
Title!
“2/3RD OF INSTALLS” IS SEARCH
Source: &
“NEARLY HALF” OF THAT IS BROAD
Source: &
search brand broad non-search
67% 37% 30% 33%
SO 3/10 ARE GENERIC SEARCH
(’PHOTO FILTER’) INSTALLS:
8. ASOstack.com
OUR UNPUBLISHED FRAMEWORK FOR THOSE 30%
Pablo Penny (follow @vaspab)
1. Research: dump keywords in backlog
2. Prioritize: based on volume/relevancy/etc.
3. Target: put your KWs in metadata
4. Measure: track, monitor, calculate organic uplift
And repeat '
Leading success metrics
App Units with source type Search
& Downloads and Store Listing Visitors
+ Visibility score
+ Keyword Ranking Stack
- Attributed traffic
9. ASOstack.com
BlackHatASO
9
SEARCH ADS
HOW SEARCH ADS CAN HELP YOU GET BETTER AT ORGANIC ASO
Keyword optimization
Getting
featured
Top charts
(Burst /
category
switch)
Search
ads
SearchTerm
Conversion
Ratings&
Reviews
Trending
Searches
Localization
3rdpartyAndroid
distribution
Other Text Metadata
Keyword
set
App
Title!
Search Ads can help you:
1. … 1st time ever real app store search data
2. … understand high LTV search terms (via Thomas Petit)
3. … influences organic keyword ranking (via Gabe Kwakyi)
(Of course they’ve been a big hit for organic traffic L)
10. ASOstack.com
BlackHatASO
10
TRENDING SEARCHES
NEW USER GROWTH THROUGH TRENDING SEARCHES?
Keyword optimization
Getting
featured
Top charts
(Burst /
category
switch)
Search
ads
SearchTerm
Conversion
Ratings&
Reviews
Trending
Searches
Localization
3rdpartyAndroid
distribution
Other Text Metadata
Keyword
set
App
Title!
TACTIC 1: BECOME TRENDING
Influencer marketing / TV Ads.
TACTIC 2: CAPTURE TRENDING SEARCHES
Reactive: ie. Super Mario Run Guide
Proactive: ie. Reddit anticipating the “super,bowl”
Often after a YT influencer campaign goes live, a brand
becomes trending.
22. SUPPORTING TOOLS
TOOL CONCEPTS THAT HELP YOU INCREASE YOUR VISIBILITY & CONVERSION
(DISCLAIMER: THESE ARE NOT TOOL RECOMMENDATIONS, WE’RE MERELY DESCRIBING THE CONCEPTS)
#
37. ASOstack.com 37
PRODUCT
THE IMPACT OF PRODUCT ON A SUCCESSFUL ASO STRATEGY
$ Alternative User
Acquisition Sources
Content Indexing App Packs (SEO)
App
Streaming
Product
• Ratings + Reviews
• Product dictates marketing assets
• Search term retention
• Etc..
38. ASOstack.com 38
ALTERNATE UA SOURCES
OTHER TRAFFIC IS NEEDED TO INCREASE VISIBILITY. THE GOLD RUSH IS OVER..
$ Alternative User
Acquisition Sources
Content Indexing App Packs (SEO)
App
Streaming
Product
Download velocity influences:
• Keyword ranks
• Category ranks
• Your ability to A/B test
39. ASOstack.com 39
CONTENT INDEXING
THE OVERLAP OF CONTENT INDEXING WITH ASO
$ Alternative User
Acquisition Sources
Content Indexing App Packs (SEO)
App
Streaming
Product
Often the responsibility of product team. In the stack to de-risk it falling between the cracks of SEO
and ASO.
Apple Search
40. ASOstack.com 40
APP STREAMING
DO PEOPLE IN THE FUTURE EVEN HIT THE APP/PLAY STORE?
$ Alternative User
Acquisition Sources
Content Indexing App Packs (SEO)
App
Streaming
Product
Relevant for ASO as when web + app converge the app stores might not be the primary place of UA
anymore.
41. ASOstack.com 41
APP PACKS
DISCOVERY FOR BOTH IOS + ANDROID APPS, OFTEN HAPPENS IN GOOGLE
$ Alternative User
Acquisition Sources
Content Indexing App Packs (SEO)
App
Streaming
Product
Most relevant for the ASO as they can drive substantial installs via
Google.
Team sport:
ASO:
Owns the metadata and thus by-and-large how it’s indexed
SEO:
• Backlink strategy (owned+paid)
• Add Android app to search console
42. ASOstack.com 42
THANKS
AH, AND DID I MENTION WE’RE WRITING AN EBOOK ON ALL THIS?
ADVANCED
APP STORE
OPTIMIZATION
BY
MORITZ DAAN &
GABE KWAKYI
Launch eBook
July / August 2017
SEE ASOSTACK.COM