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ruben-vezzoli
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6
AppStoreOptimization?
AppStoreOptimization(ASO)istheprocessofimprovingthevisibilityofamobileappinanappstore(suchasAppStoreforiOS,GooglePlayforAndroid,WindowsStoreforWindowsPhone).
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AppSearchalgorithmsareintheirInfancy
•NoPersonalizedSearch
•NoFullControlofthereviews
•NoGoogleHummingbirdAlgorithm(onlyAAS)
•Rankingsupervolatileandhardtotrack(AAS)
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RankingFactors
• AppStarts(howoftentheappisused)
• Retention/Uninstalls• Country• DownloadTime
• Rating(numberandvalue)• Reviews• No.Download• Links(≠LinkBuildingandonlyPS)
• Revenue(onlyPaidAppandonlyAAS)
• SocialMentions(onlyPS)
• Title• Description• Icon• Screenshot• Keywords(onlyAAS)• Category• Updates• DeepLinking(onlyPS)• AppStructure(Ex.Navigation)
InternalFactors ExternalFactors BehaviouralFactors
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Title
•MainKeywordintheTitle
•First“Description”
•TitlegointheURL(SEO)
•33charactersdisplayed(AAS)
•25charactersdisplayed(PS)
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Description
• First3linearemostimportant
• UsefulonlyforSEO(butwecanchoosethekeywords)
• Spotlightcrawlthetitleandthedescription.
• First3linearemostimportant
• RankingFactorforPlayStore
• Keywordsinthecontent(5x)
https://play.google.com/store/apps/details?id=com.king.candycrushsaga&hl=en
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Icon
•ImportantforBranding(+title)
•PossibilitytoA/BTestdifferentversions
•UsefulforattractnewusersandincreaseCTR
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Screenshots
•Max5picturesand1video
•Showninthesearchresults
•Howtheappworks?
• CommunicatetheUSPs
•Attracttheusers
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Category
•AlotofusersfindnewappsintheCategoryRanking
•TopAppSections
•OneofthemostimportantRankingFactors
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Rating
•OneofthemostimportantRankingFactors
• AppStoresshowntheaverageratingofthelastversion!
• Importantalsothenumberofreviews
•RatingsManipulation
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Reviews
•Badreviewsinfluencethedownloads
•Wecandiscovernewbugs
• Everytimewereleaseanewversionthereviewsgoinanothersection.
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DeepLinking
•ImproveUserExperience
•Re-engagementofAppUsers
•GooglenowshowsSERPwithDeepLinking
•UserscaneasilysharetheappcontentonSocialMedia