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THE APP STORE OPTIMIZATION STACK
MORITZ DAAN
Partner at Phiture
Mobile Growth Consultancy
APPLAUSE CONFERENCE BARCELONA
MA...
ASOstack.com
Andy Carvell
Partner
Pablo Penny
Consultant
2
PHITURE… IS HIRING
MOBILE GROWTH CONSULTANCY FROM BERLIN
Moritz...
ASOstack.com
BlackHatASO
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Trackin...
INCREASE VISIBILITY
ASO GOAL 1: HOW TO GET YOUR STORE LISTING IN FRONT OF MORE PEOPLE?
!
ASOstack.com
BlackHatASO
5
GETTING FEATURED
ACTIVELY DEVELOPING & NURTURING RELATIONSHIPS WITH APPLE + GOOGLE
Keyword opti...
ASOstack.com
BlackHatASO
6
TOP CHARTS
GET IN FRONT OF CASUAL APP STORE BROWSERS
Keyword optimization
Getting
featured
Top ...
ASOstack.com
BlackHatASO
7
KEYWORD OPTIMIZATION
SIZING THE OPPORTUNITY
Keyword optimization
Getting
featured
Top charts
(B...
ASOstack.com
OUR UNPUBLISHED FRAMEWORK FOR THOSE 30%
Pablo Penny (follow @vaspab)
1. Research: dump keywords in backlog
2....
ASOstack.com
BlackHatASO
9
 SEARCH ADS
HOW  SEARCH ADS CAN HELP YOU GET BETTER AT ORGANIC ASO
Keyword optimization
Getti...
ASOstack.com
BlackHatASO
10
 TRENDING SEARCHES
NEW USER GROWTH THROUGH TRENDING SEARCHES?
Keyword optimization
Getting
fe...
ASOstack.com
BlackHatASO
11
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
increase
convers...
INCREASE CONVERSION
ASO GOAL 2: HOW TO CONVERT THOSE VISITORS IN INSTALLS/USERS?
"
ASOstack.com 13
Opportunity KWO:
Opportunity CRO:
ASOstack.com
BlackHatASO
14
SearchTerm
Conversion
Ratings&
Reviews
Localization
3rdpartyAndroid
distribution
" Feature
Gra...
ASOstack.com
BlackHatASO
15
SearchTerm
Conversion
Ratings&
Reviews
Localization
3rdpartyAndroid
distribution
" Feature
Gra...
ASOstack.com
BlackHatASO
16
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase convers...
ASOstack.com
BlackHatASO
17
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase convers...
ASOstack.com
BlackHatASO
18
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase convers...
ASOstack.com
BlackHatASO
19
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
!
"
Increase con...
ASOstack.com
BlackHatASO
20
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase convers...
ASOstack.com
BlackHatASO
21
SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase convers...
SUPPORTING TOOLS
TOOL CONCEPTS THAT HELP YOU INCREASE YOUR VISIBILITY & CONVERSION
(DISCLAIMER: THESE ARE NOT TOOL RECOMME...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
ASOstack.com
User
Experience
Feedback
Competitive
Intelligence
Replying
to reviews
Ratings &
sentiment
Tracking
Keyword
Re...
OUTSIDE OF THE STORE
ASO IN THE BIGGER PICTURE AND ASO-RELATED THEMES
$
ASOstack.com 36
ASOstack.com 37
PRODUCT
THE IMPACT OF PRODUCT ON A SUCCESSFUL ASO STRATEGY
$ Alternative User
Acquisition Sources
Content ...
ASOstack.com 38
ALTERNATE UA SOURCES
OTHER TRAFFIC IS NEEDED TO INCREASE VISIBILITY. THE GOLD RUSH IS OVER..
$ Alternative...
ASOstack.com 39
CONTENT INDEXING
THE OVERLAP OF CONTENT INDEXING WITH ASO
$ Alternative User
Acquisition Sources
Content I...
ASOstack.com 40
APP STREAMING
DO PEOPLE IN THE FUTURE EVEN HIT THE APP/PLAY STORE?
$ Alternative User
Acquisition Sources
...
ASOstack.com 41
APP PACKS
DISCOVERY FOR BOTH IOS + ANDROID APPS, OFTEN HAPPENS IN GOOGLE
$ Alternative User
Acquisition So...
ASOstack.com 42
THANKS
AH, AND DID I MENTION WE’RE WRITING AN EBOOK ON ALL THIS?
ADVANCED
APP STORE
OPTIMIZATION
BY
MORITZ...
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The App Store Optimization Stack by ASOstack.com

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A light-weight framework for strategic ASO

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The App Store Optimization Stack by ASOstack.com

  1. 1. THE APP STORE OPTIMIZATION STACK MORITZ DAAN Partner at Phiture Mobile Growth Consultancy APPLAUSE CONFERENCE BARCELONA MAY 27, 2017
  2. 2. ASOstack.com Andy Carvell Partner Pablo Penny Consultant 2 PHITURE… IS HIRING MOBILE GROWTH CONSULTANCY FROM BERLIN Moritz Daan Partner SOME APPS WE’VE HELPED WITH… Mobile Growth Audits, Mobile Marketing Automation, App Store Optimization, Analytics & Insights, etc.
  3. 3. ASOstack.com BlackHatASO User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 3 THE ASO STACK A FRAMEWORK FOR APP STORE OPTIMIZATION BY PHITURE & INCIPIA Alternative User Acquisition Sources Content Indexing App Packs (SEO) Keyword optimizationGetting featured App store browse (Burst / category switch) Search ads SearchTermConversion Ratings&Reviews Trending Searches Localization App Streaming 3rdpartyAndroiddistribution Product Feature Graphic Video (App Preview) App Size Icon Other Text Metadata A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management Keyword set tools increase conversion increase visibility Screen shots App Title outside of the store ! " # $
  4. 4. INCREASE VISIBILITY ASO GOAL 1: HOW TO GET YOUR STORE LISTING IN FRONT OF MORE PEOPLE? !
  5. 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. 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. 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. 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. 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. 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.
  11. 11. ASOstack.com BlackHatASO 11 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution increase conversion increase visibility ! " These elements hit both layers: and discussed in CRO slides
  12. 12. INCREASE CONVERSION ASO GOAL 2: HOW TO CONVERT THOSE VISITORS IN INSTALLS/USERS? "
  13. 13. ASOstack.com 13 Opportunity KWO: Opportunity CRO:
  14. 14. ASOstack.com BlackHatASO 14 SearchTerm Conversion Ratings& Reviews Localization 3rdpartyAndroid distribution " Feature Graphic Video (App Preview) App Size Icon Other Text Metadata Screen shots App Title IMPACT OF ASSET OPTIMIZATION CAVEAT: DEPENDENT OF CATEGORY, PAID/NON-PAID, TARGET AUDIENCE ETC. Metadata &  Icon ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ Title ○ ○ ○ ○ ) ○ ○ ○ ○ ) First screenshots ○ ○ ) ) ) ○ ○ ○ ○ ) Rest of screenshots ○ ) ) ) ) ○ ) ) ) ) Video ○ ) ) ) ) ○ ) ) ) ) Feature graphic ○ ○ ○ ) ) N/A (Top devs) Short description ○ ○ ) ) ) N/A Long description ○ ) ) ) ) ○ ○ ) ) ) Developer name ○ ) ) ) ) ○ ) ) ) ) What’s new ) ) ) ) ) ○ ) ) ) )
  15. 15. ASOstack.com BlackHatASO 15 SearchTerm Conversion Ratings& Reviews Localization 3rdpartyAndroid distribution " Feature Graphic Video (App Preview) App Size Icon Other Text Metadata Screen shots App Title APP SIZE DOES MATTER… … FOR CONVERSION & REDUCING UNINSTALLS AND FRICTION TO GET TO ‘AHA’ Impact of App Size: & High Low storage Cheap data connections Uninstall suggestions  Low - Medium >100MB needs Wi-Fi (all heavily country dependent) Src: Segment
  16. 16. ASOstack.com BlackHatASO 16 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution Increase conversion SEARCH TERM CONVERSION VISUAL WORD RECOGNITION HELPS CONVERSION + EARN SUBSEQUENT HIGHER RANKS Visibility 1) Can you capture the search traffic your driving? ! "
  17. 17. ASOstack.com BlackHatASO 17 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution Increase conversion SEARCH TERM CONVERSION VISUAL WORD RECOGNITION HELPS CONVERSION + EARN SUBSEQUENT HIGHER RANKS Visibility ! " 2) Then: your search term will increase 1) Can you capture the search traffic your driving?
  18. 18. ASOstack.com BlackHatASO 18 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution Increase conversion LOCALIZATION CAPTURE LOCAL SEARCH TRAFFIC, CONVERT BY LOCALIZING ASSETS Visibility ✅ ❌ ! "
  19. 19. ASOstack.com BlackHatASO 19 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution ! " Increase conversion RATINGS & REVIEWS EXTREMELY IMPORTANT FOR CONVERSION BUT ALSO FOR VISIBILITY Visibility Src: Apple
  20. 20. ASOstack.com BlackHatASO 20 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution Increase conversion 3RD PARTY ANDROID STORES DISTRIBUTION INCREASES VISIBILITY BUT ALSO ADDS COMPLEXITY FOR CONVERSION Visibility ! "
  21. 21. ASOstack.com BlackHatASO 21 SearchTermConversion Ratings&Reviews Localization 3rdpartyAndroiddistribution Increase conversion BLACK HAT ASO … IS RAMPANT AND POPULAR FOR A REASON: THERE’S A LOT OF MONEY TO BE MADE Visibility WTF! NICE! ! " Via: Evgeny Kruglov
  22. 22. SUPPORTING TOOLS TOOL CONCEPTS THAT HELP YOU INCREASE YOUR VISIBILITY & CONVERSION (DISCLAIMER: THESE ARE NOT TOOL RECOMMENDATIONS, WE’RE MERELY DESCRIBING THE CONCEPTS) #
  23. 23. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 23 KEYWORD RANKING TRACK, MONITOR, AND REPORT ON VISIBILITY A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  24. 24. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 24 KEYWORD RESEARCH TOOLS FOR IDENTIFYING POTENTIAL RELEVANT KEYWORDS A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  25. 25. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 25 RATINGS & SENTIMENT TRACKING TRACK RATINGS & SENTIMENT AND UNDERSTAND THE IMPACT OF YOUR RATING PROMPTS A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  26. 26. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 26 REPLYING TO REVIEWS BY-PASS PLAY CONSOLE / ITUNES CONNECT BY DIRECTLY INTEGRATING IN DESK/APPFOLLOW ETC. A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  27. 27. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 27 COMPETITIVE INTELLIGENCE LEARN HOW YOUR COMPETITOR ROLLS WITH (BLACK HAT) ASO A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  28. 28. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 28 USER EXPERIENCE FEEDBACK ASKING QUALITATIVE FEEDBACK STARTS IN THE APP STORE A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management # Get qualitative feedback on: • Your current app store listing • Upcoming screenshots / assets • How people would search
  29. 29. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 29 METADATA MANAGEMENT AS MANAGING TENS OF LOCALIZATIONS CAN BE PAINFUL A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  30. 30. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 30 KEYWORD PRIORITIZATION & WEIGHTING TOOLS THAT HELP YOU OPTIMIZE YOUR METADATA A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management # Src: https://mobilegrowthstack.com/how-to-do-keyword-optimization-for-the-google-play-store-how-to-video-752f6dc824a7
  31. 31. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 31 IN-APP RATING PROMPTS HOME GROWN / 3RD PARTY SERVICES A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management # Src: https://dzone.com/articles/how-and-when-to-ask-for-reviews- including-ios-103
  32. 32. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 32 SCREENSHOT BUILDERS AUTOMATION + DESIGN/ANNOTATION A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  33. 33. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 33 APP STORE ANALYTICS CATEGORY RANKINGS, DOWNLOADS, CONVERSION RATES, ETC. A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  34. 34. ASOstack.com User Experience Feedback Competitive Intelligence Replying to reviews Ratings & sentiment Tracking Keyword Research Keyword Rank Tracking 34 A/B TESTING TOOLS TEST DIFFERENT CREATIVES IN FIRST & 3RD PARTY TOOLS A/B testing tools App Store Analytics Screenshot builders In-App Rating prompts Keyword Prioritization and Weighting Metadata Management #
  35. 35. OUTSIDE OF THE STORE ASO IN THE BIGGER PICTURE AND ASO-RELATED THEMES $
  36. 36. ASOstack.com 36
  37. 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. 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. 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. 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. 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. 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

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