Proč SEO pro appky není SEO a funguje jinak? Jaké jsou tam záludnosti? Náš postup pro ASO. Tooly, kombinace KW, kreativa. A proč o tom mluvím, i když o SEO nic nevím?

1. iOS & ANDROID AAP STORE OPTIMIZATION
SEO APPSide down
Jakub Chour | @kubachour

2. INTRODUCTION

3. GOAL FOR KEYWORD OPTIMIZATION
Targeted position > TOP 10

4. WHAT INFLUENCES THE RANKING?
App Metrics:
• in app purchases
• update frequency
• engagement metrics
• usage metrics
Store Metrics:
• keywords & relevancy
• reviews & ratings
• conversion rate (CR, CTR)
• download velocity
• But also app usage,
backlinks, developer name…
DEVELOPER’S JOBAPP ASO JOB

5. RANKING ?
source: https://xkcd.com/1098/

6. WHAT IMPACTS ORGANIC DOWNLOADS ON iOS?
all screenshots, description,
reviews
I. SEARCH TAB II. SEARCH RESULTS III. APP PAGE
keywords icon, name, 3 screenshots / app
preview & 2 screenshots, rating

7. WHAT IMPACTS ORGANIC DOWNLOADS ON ANDROID?
main banner, short and long description,
screenshots, video, rating, downloads, badges
I. SEARCH RESULTS II. APP PAGE
icon, name, rating, editorial badges

8. KEYWORD FIELDS
I. App Title (name)
The second most important field to increase rankings for specific keywords. Apple puts more weight on keywords in the subtitle
too. Maximum length of the subtitle is also 30 characters.
Apple puts less weight on keywords in the keyword field. The length for keywords is limited to 100 characters, which is usually
enough for approximately 10-12 words. Words from the app title / subtitle do not have to be repeated here in the keyword field.
II. App Subtitle
III. Keyword field
The first most important field to increase rankings for specific keywords. Apple puts more weight on keywords in the title so
keywords here will have better impact on ranking. Maximum length of the title is 30 characters and should be completely used.

10. Kickoff analysis
- revision of a current state
- competitors performance analysis
- Search Ads usage review
Keywords proposal
- keywords analysis
(volume, competition, relevancy)
- setting up targeted phrases
- creating keyword combinations
Review & new set
- rankings review after 7-14 days
- removing keywords below top 20,
adjusting keywords between #10 and #20
- report and new keyword set suggestion
Iteration
BASIC ASO PROCESS

11. METHODOLOGY

12. Seed keywords
We create a list of „seed“
keywords that describe
the app and its
functionality.
As inputs, we use app
description, competition
description, main
features, reviews, we
brainstorm etc.
Long-tail
combinations
We use seed keywords as
a basis from which we,
using brainstorming and a
number of semantic tools,
set out to create a list of
possible long-tail word
combinations.
ASO tool research
The list of long-tail
combinations is evaluated
based on relevancy, traffic,
competition, and current
rankings.
Most of the long-tail
keywords from stage 2 do
not pass this stage.
Competition
analysis
Once we know which of
the keywords are
viable, we manually
check with the top
competition whether we
can reach TOP 10
rankings.
KEYWORD OPTIMIZATION PROCESS 1/2
1
2
3
4

13. KEYWORD OPTIMIZATION PROCESS 2/2
TITLE
SUBTITLE
KEYWORD FIELD
Note: on Google Play is the Keyword field in the diagram on the left replaced by the app description which is indexed as well.

14. EXAMPLE OF PHRASES GENERATION

15. QUICK ASO REVIEW

16. Title
Namshi - ‫-نمشي‬ only uses 17 characters from maximum
of 30
Screenshots
Not readable in the search results (very small font),
very basic screenshots without using best practices -
read our post about the true behaviour of users in app
stores.
Competitors
JollyChic app and many others are more visible on the
App Store than Namshi - using more keywords + nice
colorful screenshots
App Store

17. Title:
Namshi - not used for keywords
Short description
Enjoy effortless shopping and much more with the Namshi app. -
not using keywords in it, only “shopping”
Long description
Not repeating the most important keywords in the text (duplicates
are important for rankings)
Google Play
In UAE many searches are in english!
Namshi doesn’t rank for some keywords at all as
opposed to competitors like SIVVI, Souq.com or
Jollychic app, for example: fashion app, fashion,
clothes, discounts not appearing in the search
results on competitor’s brand names like
Souq.com or Vogacloset

18. CREATIVE SHOWREEL
http://bit.ly/AppAgentShowreel

19. CLIENTS

20. APPAGENT.CO | BLOG.APPAGENT.CO
THANK YOU