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ASO Best Practices 2017 for Games

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App Store Optimization for games,
White Nights, October 2017

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ASO Best Practices 2017 for Games

  1. 1. ASO Best Practices 2017 
 for Games Anatoly Sharifulin White Nights, October 2017
  2. 2. Anatoly Sharifulin CEO & Co-founder AppFollow.io ASO Expert Mobile Evangelist 2
  3. 3. Agenda 1. ASO Intro 2. ASO Types 3. ASO Loop 4. ASO Examples 5. Q&A 3
  4. 4. 1. ASO Intro 4
  5. 5. ASOApp Store Optimization 1. ASO Intro 5
  6. 6. ASO works for games, especially for indie works Insight #1 1. ASO Intro 6
  7. 7. You can achieve the best results if you’ve never done ASO before Insight #2 1. ASO Intro the best 7
  8. 8. ASO is complex & continuous work, not a silver bullet continious Insight #3 1. ASO Intro 8
  9. 9. If a game has a lot of traffic, ASO works even better Insight #4 1. ASO Intro better 9
  10. 10. ASO for Apps vs. Games is almost the same Insight #5 1. ASO Intro the same 10
  11. 11. 2. ASO Types 11
  12. 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 1 2 4 3 2. ASO Types 12
  13. 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 13
  14. 14. Goals 1. More impressions, views
 or better CRs 2. Improving positions 3. Increasing installs 2. ASO Types 14
  15. 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 15
  16. 16. • App Name <= 50 • Short Description <= 80 • Bundle Name • Description with keywords <= 4000 • Additional locales Search Visibility: Google Play 16
  17. 17. Important: we should consider other factors like in-app metrics (crashes, uninstalls, etc.) 2. ASO Types 17
  18. 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 18
  19. 19. App Store 2. ASO Types 19
  20. 20. Google Play 20 2. ASO Types
  21. 21. Visual optimization: Search • App Icon • Visible part of app name & subtitle (App Store) • Avg. rating • Screenshots, video 
 (App Store) • Price 21
  22. 22. Visual optimization: Search
  23. 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 23
  24. 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 24
  25. 25. Mobile SEO 2. ASO Types 4 1. Web search for apps & games 2. Google Search @ Google Play Console 3. Sites @ iTunes Connect
 25
  26. 26. 3. ASO Loop 26
  27. 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 27
  28. 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 28
  29. 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 29
  30. 30. Quantitative metrics
 — Positions
 — Impressions
 — Views
 — Installs
 — CRs Qualitative metrics
 — Uninstalls
 — Active Users, Retention
 — …
 1 2 ASO Reports 3. ASO Loop 30
  31. 31. App Analytics in iTunes Connect 31
  32. 32. Play Store organic 32
  33. 33. Export ASO metrics with AppFollow 33
  34. 34. 4. ASO Examples 34
  35. 35. https://goo.gl/kVTSdA How to increase game installs by 53% per day in Google Play 35 4. ASO Examples
  36. 36. 36 4. ASO Examples Example of ASO audit
  37. 37. Summary 1. ASO works for games 2. 4 types of ASO 3. ASO loop:
 audit, iterations, report 4. PROFIT 37
  38. 38. In ASO Automation we believe 38
  39. 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 39
  40. 40. Thanks! Questions? Anatoly Sharifulin fb.me/sharifulin aso@appfollow.io 40

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