App Store Optimization for games, White Nights, October 2017

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 Examples
5. Q&A
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4. 1. ASO Intro
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5. ASOApp Store Optimization
1. ASO Intro
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6. ASO works for games,
especially for indie
works
Insight #1
1. ASO Intro
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7. You can achieve the best results
if you’ve never done ASO before
Insight #2
1. ASO Intro
the best
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8. ASO is complex & continuous
work, not a silver bullet
continious
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
3
2. ASO Types
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13. Search Visibility
• Text optimization
• Search & select new keywords,
reshuffle words,«seo» your text
description:
1. Improving search visibility
2. Positions optimization
2. ASO Types
1
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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 relevancy)
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
2
• 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

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. Visual optimization: Search

23. • 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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24. • Search Ads
• 7 countries (+ CA, SH, MX)
• ASO for Search Ads
• Adwords
• Similar
• Search
(google play & mobile web)
• Black Hat
Paid Search Traffic
2. ASO Types
3
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25. Mobile SEO
2. ASO Types
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1. Web search for apps & games
2. Google Search @ Google Play Console
3. Sites @ iTunes Connect
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26. 3. ASO Loop
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27. 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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28. 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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29. 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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30. Quantitative metrics
— Positions
— Impressions
— Views
— Installs
— CRs
Qualitative metrics
— Uninstalls
— Active Users, Retention
— …
1
2
ASO Reports
3. ASO Loop
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31. App Analytics in iTunes Connect
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32. Play Store organic
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33. Export ASO metrics with AppFollow
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34. 4. ASO Examples
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35. https://goo.gl/kVTSdA
How to increase game installs by 53% per day in Google Play
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4. ASO Examples

36. 36
4. ASO Examples
Example of ASO audit

37. Summary
1. ASO works for games
2. 4 types of ASO
3. ASO loop:
audit, iterations, report
4. PROFIT
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38. In ASO Automation we believe
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39. 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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40. Thanks!
Questions?
Anatoly Sharifulin
fb.me/sharifulin
aso@appfollow.io
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