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ASO Barcamp Talk 2: Top 10 ASO Questions

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Wooga's Tom Leclerc gives an overview of ASO, and the FAQs he's most encountered

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ASO Barcamp Talk 2: Top 10 ASO Questions

  1. 1. @ASOBarcamp #ASOBarcamp “And on the 7th Day, God Created ASO” 12th March 2015 The College Arms, London
  2. 2. Top 10 ASO Questions Tom Leclerc @TomLeclerc2 tom.leclerc@wooga.com
  3. 3. What is ASO? 1
  4. 4. What ASO is not: ● A silver bullet
  5. 5. What ASO is not: ● A silver bullet ● Directly measurable via downloads
  6. 6. What ASO is not: ● A silver bullet ● Directly measurable via downloads ● Done in one update
  7. 7. What ASO is not: ● A silver bullet ● Directly measurable via downloads ● Done in one update ● Easy to game
  8. 8. What ASO is: ● Optimises visibility
  9. 9. What ASO is: ● Optimises visibility ● Optimises attractiveness
  10. 10. Can you guarantee a % increase in downloads? 2
  11. 11. In short? No. ● Success varies wildly
  12. 12. In short? No. ● Success varies wildly ● Can’t link KWs to downloads (yet)
  13. 13. In short? No. ● Success varies wildly ● Can’t link KWs to downloads (yet) ● Beware promises
  14. 14. How do you choose Keywords? 3
  15. 15. Generate>select>refine ● Brainstorming
  16. 16. Generate>select>refine ● Brainstorming ● Review mining
  17. 17. Generate>select>refine ● Brainstorming ● Review mining ● Competitor analysis
  18. 18. Generate>select>refine ● Brainstorming ● Review mining ● Competitor analysis ● Google trends
  19. 19. Generate>select>refine ● Brainstorming ● Review mining ● Competitor analysis ● Google trends ● Specific tools (ST, MDHQ, etc.)
  20. 20. Generate>select>refine ● Part magic, part science
  21. 21. Generate>select>refine ● Part magic, part science ● Balance traffic with competition
  22. 22. Generate>select>refine ● Part magic, part science ● Balance traffic with competition ● Don’t overstretch
  23. 23. Generate>select>refine ● Part magic, part science ● Balance traffic with competition ● Don’t overstretch ● Rank in top 20 (w/ relevant KW)
  24. 24. Generate>select>refine ● Part magic, part science ● Balance traffic with competition ● Don’t overstretch ● Rank in top 20 (w/ relevant KW) ● Combine long tail and stronger KW
  25. 25. Generate>select>refine ● ASO is ongoing
  26. 26. Generate>select>refine ● ASO is ongoing ● Revisit KW every update
  27. 27. Generate>select>refine ● ASO is ongoing ● Revisit KW every update ● Be aware of launch boost
  28. 28. Generate>select>refine ● ASO is ongoing ● Revisit KW every update ● Be aware of launch boost ● Growth affects rankings
  29. 29. Why is my app failing to gain traction? 4
  30. 30. Too many reasons ● ASO is unlikely to help
  31. 31. Too many reasons ● ASO is unlikely to help ● Look deeper into your app
  32. 32. Too many reasons ● ASO is unlikely to help ● Look deeper into your app ● Optimising means honesty
  33. 33. How do I hire for ASO? 5
  34. 34. You don’t! ● Don’t just think SEOs
  35. 35. You don’t! ● Don’t just think SEOs ● Find someone that understands sales
  36. 36. You don’t! ● Don’t just think SEOs ● Find someone that understands sales ● Technically it’s easy to learn
  37. 37. Should I localise? 6
  38. 38. YES! (if applicable)
  39. 39. How much should I spend on ASO? 7
  40. 40. DIY (Free) + Lots of info out there + Learn while you’re doing + Great for starting out - Large time requirement
  41. 41. DIY (Free) + Lots of info out there + Learn while you’re doing + Great for starting out - Large time requirement Consultant (EUR500-1,500) + No hassle - How do you check? - Need to rehire
  42. 42. Consultant (EUR500-1,500) + No hassle - How do you check? - Need to rehire In-house (EUR2-3k pcm DoE) + Specific to your needs - How to hire/train? DIY (Free) + Lots of info out there + Learn while you’re doing + Great for starting out - Large time requirement
  43. 43. How can I improve my icon, description, screens and preview? 8
  44. 44. Seconds of eye-time ● Simplicity is often key
  45. 45. Seconds of eye-time ● Simplicity is often key ● Show what your app does
  46. 46. Seconds of eye-time ● Simplicity is often key ● Show what your app does ● Stay within the rules (featuring)
  47. 47. Is Google Play different to iTunes? 9
  48. 48. Yes. Very! ● Off-page is important
  49. 49. Yes. Very! ● Off-page is important ● App titles are as important
  50. 50. Yes. Very! ● Off-page is important ● App titles are as important ● Watch for keyword stuffing
  51. 51. Yes. Very! ● Off-page is important ● App titles are as important ● Watch for keyword stuffing ● Use the Google ‘family’
  52. 52. Is my app too small/large for ASO? 10
  53. 53. No. ● Small apps can see quicker results
  54. 54. No. ● Small apps can see quicker results ● Optimised versus non-optimised
  55. 55. No. ● Small apps can see quicker results ● Optimised versus non-optimised ● Always some benefit
  56. 56. Where can I get more info? Bonus!
  57. 57. Talk to me Tom.leclerc@wooga.com @TomLeclerc2
  58. 58. THANK YOU Tom Leclerc @TomLeclerc2 tom.leclerc@wooga.com THANK YOU
  59. 59. @ASOBarcamp #ASOBarcamp “And on the 7th Day, God Created ASO” 12th March 2015 The College Arms, London Top 10 ASO Questions Tom Leclerc, Wooga

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