SEO in ASO : what are the guidelines?

SEO in ASO: what are
the guidelines?
Rejoice Ojiaku | Incubeta
SLIDESHARE.NET/REJOICEOJIAKU
@RejiYates

2
©2021 Incubeta. All Rights Reserved.
Introduction
SEO in ASO:
What are the
guidelines?
/in/rejiaku
#brightonSEO

Introduction
What You Need To Know
How to Optimise
ASA & ASO
Takeaways
3
01
02
03
04
05
3
Table of Contents
#brightonSEO

4
4
Introduction
What is ASO?
Process of optimising
your mobile apps in
order to rank higher in
an app store’s search
results
/in/rejiaku

Introduction
Why is ASO important for App Growth?
/in/rejiaku Source:
https://appradar.com
/academy/what-is-ap
p-store-optimization
-aso
#brightonSEO

6
70% of mobile users
utilise search to ﬁnd new
apps.
App Store Search
Source:
https://appradar.com/academy/what-is-ap
p-store-optimization-aso
/in/rejiaku
Introduction
#brightonSEO

Is There A Difference?
SEO ASO
Introduction
#brightonSEO

8
SEARCH ENGINE
ASO vs SEO
/in/rejiaku
ASO
SEO
#brightonSEO

9
ON-PAGE
ASO vs SEO
Title Tag H1, H2, H3
Keyword Density Bounce Rate
Page Speed
App Name Description
Keywords Uninstall Rate
Usage Metrics
/in/rejiaku
ASO
SEO
#brightonSEO

10
OFF-PAGE
ASO
SEO
ASO vs SEO
Links Anchor Text
Social Signals
Backlinks Ratings & Reviews
Download Stats
/in/rejiaku
#brightonSEO

11
GOALS
ASO vs SEO
Trafﬁc
(Visitors)
Downloads
(Users)
/in/rejiaku
ASO
SEO
#brightonSEO

Introduction ASO LANDSCAPE
12
Title & Description
Downloads & Velocity
Keywords
Quality Reviews
App Retention
Screenshots
Updates
/in/rejiaku
#brightonSEO

Introduction
What are the Beneﬁts?
13
Improve
Visibility
Decrease
Acquisition
Cost
High Quality
& Relevant
Users
1
/in/rejiaku
2 3
#brightonSEO

Introduction
What are the Beneﬁts?
14
Revenue &
Conversion
Rates
Improved
Attain
Downloads
Sustainably
Reach
Global
Audiences
/in/rejiaku
4 5 6
#brightonSEO

16
Need To Know
Key Differences
App Review Process
App Store: 50% of apps are reviewed in 24 hours and
over 90% are reviewed in 48 hours.
Google Play:
Typically, three days is the standard time for a
mobile app to be reviewed and approved on Google
Play Store.
/in/rejiaku
#brightonSEO

17
Need To Know
Key Differences
Keywords Evaluation
App Store: provides a speciﬁc ﬁeld for your keywords.
Sometimes, it gets keywords from your competitors
and category name.
Google Play: The indexing process for Google Play works
similarly to that of Google Search
/in/rejiaku
#brightonSEO

18
KEYWORDS EVALUATION: HINTS & TIPS
App Store DO NOT repeat
keywords across any ﬁelds for
iOS apps
Google Play repeat keywords 3-5
times
/in/rejiaku
Optimisation
#brightonSEO

19
Ranking Factors: iOS
Need To Know
App Name
App URL
App Subtitle
In-App Purchases
Keyword Field
Updates
Ratings & Reviews
Downloads & Engagement
/in/rejiaku
#brightonSEO

20
Ranking Factors:
Google Play
Need To Know
App Title
Short Description
Long Description
In-App Purchases
Updates
Ratings & Reviews
Downloads & Engagement
/in/rejiaku
#brightonSEO

21
So...How Do
You Optimise?
Introduction

22
Keywords
STRATEGY
Language
It’s all about
the Users
1.
/in/rejiaku
Optimisation
#brightonSEO

23
Optimisation
23
Ooh na
na,
what's
my
name?
Is it
relevant?
Is it easy to
read?
How unique
is it?
Are you
using the
right
keywords?
2.
/in/rejiaku
#brightonSEO

24
APP TITLE: HINTS & TIPS
50 characters long on Google
Play
30 characters long the Apple
App Store
/in/rejiaku
Optimisation
#brightonSEO

25
Optimisation
App
Category
Common
terms
found
within the
category
Competito
rs/ Similar
Apps ?
What are
the main
features?
Do the
descripti
ve terms
have
synonym
s
25
Establish the
keyword set that you
want your app to be
found with
3.
/in/rejiaku
#brightonSEO

26
Optimisation
App
Description
Google Play
Apple
Store
What is the purpose?
One of the main areas
where Google ﬁnds the
keywords to rank your
app for.
Apple will not index
keywords from your iOS
app description.
● Tells the users what the
app is about
● Gives overview of main
features
3.
/in/rejiaku
#brightonSEO

27
APP DESCRIPTION: HINTS & TIPS
Informative
Easy to understand
Clearly structured:
● Bullet Points
Emojis
4000 characters long for both Apple and Google
Play App Store
/in/rejiaku
Optimisation
#brightonSEO

Other Factors To
Think About When
Optimising

App Icon A/B Testing
Objective
● Catches the attention of the
user
● Less Is More
● Use A/B Testing to see what
works
● What is your app about and how
can you show that visually?
A/B Testing Hints &
Tips
● Brainstorm
● Create Variations
● Evaluate the results
● Implement the changes
found and necessary
/in/rejiaku
Optimisation
#brightonSEO

Optimisation
Screenshots
/ Videos
Hints & Tips
Demonstrate the main
functionality of your app
50% of people base their
download decision on a ﬁrst
impression
Tell a visual story
Best done through a short video
Layout and size requirements
Make sure it looks united and
there is consistency in colour
scheme, fonts etc
Known as App Previews in the App
Store and Promo Videos in the
Play Store.
Orientation of your screenshots
should always follow how users
would use your app
Screenshots
& Videos
/in/rejiaku
#brightonSEO

Screenshots & Videos Example- iOS
/in/rejiaku
#brightonSEO

Screenshots & Videos Example-
Google Play
/in/rejiaku #brightonSEO

33
Adapting your app to
be appealing to the
target geo-market.
Localisation
- Trustworthy
- Expand app reach
Beneﬁts
Use your existing metadata,
keywords or screenshots and
translate them into other languages
/in/rejiaku
Optimisation
#brightonSEO

Ratings & Reviews
80% of
mobile users
read at least
one review
before
downloading
an app
The average
rating of the top
100 free apps in
the App Store is
4 stars!
You can also
encourage
users to leave
reviews.
34
REPLY TO REVIEWS.
Potential users like to
see you care about
their feedback and
take feature requests
into consideration
The lower your
rating, the fewer
consumers who will
be willing to
consider
downloading.
You can get penalised
if you push it too hard.
On iOS for example,
you can ask for a
review up to three
times a year.
/in/rejiaku
Optimisation
#brightonSEO

Quick Low Down
on ASA
What
These are the
small
advertisements
you see in the
search results.
Why
● Reach different
people
● Make potential
users convert
● Increase your ROI
ASA & ASO
/in/rejiaku
#brightonSEO

37
App Store Optimisation App Store Optimisation
Paid keyword-based
campaigns
Machine Learning &
Creative-led Paid
campaigns
ASA & ASO
/in/rejiaku
#brightonSEO

Full Funnel Keyword Group Coverage.
Protecting Brand
Targeting
Competitors
Prospecting With
Generics
Brand
Competitor
Generics
ASA & ASO
/in/rejiaku
#brightonSEO

39
ASA & ASO
1
2
3
Full Keyword Coverage
ASA Best
Practices: Leverage Automation
Granular Campaign
Structure
/in/rejiaku #brightonSEO

40
Both depend heavily
on Apple’s algorithm
According to App Store
Connect ASA campaigns
are even considered to
be part of Search Traﬃc.
Continuous testing
and knowledge share
Share top keywords,
rankings, creative data
and more. Test in ASA and
apply to ASO.
The App’s CR directly
impacts category ranking
CR reduction impacts organic
behaviour. Analyse how each
change aﬀects the app’s rank
for given keywords.
Why should ASA & ASO work together?
ASA & ASO
/in/rejiaku
#brightonSEO

41
ASA & ASO
Brands can dominate the app store with a
combined ASA & ASO strategy.
ASO Best Practices Keyword Strategy
App Store product pages are set
up to best practice to maximise
control & visibility and these are
updated with industry changes.
Cover keywords your app already
ranks for in ASO and continuously
evolve keyword themes by
testing their performance with
Apple Search Ads.
Fundamentals Expansion
#brightonSEO
/in/rejiaku

42
ASA & ASO
Brands can dominate the app store with a
combined ASA & ASO strategy.
Creative Testing
CR Optimisation
Analyse creative impact and
iterate on creative success based
on creative sets and A/B testing.
Gradually optimise and
remove keywords from your
ASA campaigns and App
Store listing which are not
converting.
Testing Growth
/in/rejiaku
#brightonSEO

APPLE
SEARCH
ADS.
ASO.
Expanding
Reach.
Campaign
Structure.
Campaign
Settings.
Budget
Management.
App Page
Optimisation.
Link
Building.
Organic
Visibility.
Content
Creation.
Keyword
Reﬁnement.
Creative
Reﬁnement.
Competitor
Tracking.
CR
Optimisation
.
Fully Understand Your App
Cross-team comms
Report & insights
sharing
Combined strategy
planning
ASA & ASO
/in/rejiaku
#brightonSEO

Give
Creatives
enough credit
The reality is that
control and
success lie on a
creative-mindset
and assets can be
the most powerful
levers for
performance.
5 creative
mistakes
brands should
avoid
1 2 3
Do not
repurpose
creatives
Brands should
avoid a
one-size-ﬁts-all
approach and tailor
creatives to each
channel and App
Store.
Do not
overload your
campaigns
with changes
You should always
look to isolate each
element and test
one variable at a
time so you’re
conﬁdent about the
impact it’s making
on performance.
ASA & ASO
/in/rejiaku
#brightonSEO

45
45
5 creative
mistakes
brands should
avoid
4 5
Optimise to the
right audience
Segment your ad
groups by themes,
speciﬁc to app
features and what
point the user is in
the customer
journey.
You’re not
testing enough
The answer is test,
test and test even
more! As a
marketer, you need
to understand that
your customers
continue to evolve
ASA & ASO
/in/rejiaku
#brightonSEO

47
Conclusion
App Store
Once your app is published,
changing the app icon too
often is a bad idea
If your app includes in-app
purchases or subscriptions,
you’ll need to list these in
order for Apple to approve
your app.
/in/rejiaku
#brightonSEO

48
Conclusion
The majority of top apps in
the App Store use app
previews to increase
customer conversions.
Consider using Apple’s
Spotlight Search: Enabling
Apple’s Spotlight Search can
impact app use and
engagement levels .
App Store
/in/rejiaku
#brightonSEO

49
Conclusion
Google Play
Repeat Keywords at least 3 times
and maximum of 8 times to avoid
keyword stufﬁng
Backlinks work even for ASO: Look
for reputable sites that rank for
keywords related to your app.
/in/rejiaku
#brightonSEO

50
Conclusion
Keep updating and optimising your
app at least every 30 days.
When responding to reviews, you
can use your relevant keywords in
your answer.
It is bad if the user downloads your
app, but never uses it, so use push
notiﬁcations carefully to show the
user that you are there
Google Play
/in/rejiaku
#brightonSEO

That’s All Folks!
REJOICE OJIAKU
SEO Manager
rejoice@incubeta.com
www.linkedin.com/in/rejiaku
SLIDESHARE.NET/REJOICEOJIAKU

SEO in ASO : what are the guidelines?

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