This document outlines an App Store Optimization (ASO) framework created by Phiture, a mobile growth consultancy. The framework consists of two main goals: 1) increase visibility by getting listings in front of more people through features, top charts, search ads, trending searches, etc. and 2) increase conversion by optimizing aspects like search term targeting, localization, ratings/reviews, metadata, screenshots and more. Various supporting tools are also discussed that can help track progress on keywords, ratings, competitive intelligence and more.

1. THE APP STORE OPTIMIZATION STACK
MORITZ DAAN
Partner at Phiture
Mobile Growth Consultancy
APPLAUSE CONFERENCE BARCELONA
MAY 27, 2017

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.

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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. INCREASE VISIBILITY
ASO GOAL 1: HOW TO GET YOUR STORE LISTING IN FRONT OF MORE PEOPLE?
!

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BlackHatASO
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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

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BlackHatASO
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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

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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:

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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

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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)

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BlackHatASO
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 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.

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BlackHatASO
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SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
increase
conversion
increase
visibility
!
"
These elements hit both layers:
and discussed in CRO slides

12. INCREASE CONVERSION
ASO GOAL 2: HOW TO CONVERT THOSE VISITORS IN INSTALLS/USERS?
"

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Opportunity KWO:
Opportunity CRO:

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BlackHatASO
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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 ) ) ) ) ) ○ ) ) ) )

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BlackHatASO
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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

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BlackHatASO
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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?
!
"

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BlackHatASO
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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?

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BlackHatASO
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SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase conversion
LOCALIZATION
CAPTURE LOCAL SEARCH TRAFFIC, CONVERT BY LOCALIZING ASSETS
Visibility
✅
❌
!
"

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BlackHatASO
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SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
!
"
Increase conversion
RATINGS & REVIEWS
EXTREMELY IMPORTANT FOR CONVERSION BUT ALSO FOR VISIBILITY
Visibility
Src: Apple

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BlackHatASO
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SearchTermConversion
Ratings&Reviews
Localization
3rdpartyAndroiddistribution
Increase conversion
3RD PARTY ANDROID STORES
DISTRIBUTION INCREASES VISIBILITY BUT ALSO ADDS COMPLEXITY FOR CONVERSION
Visibility
!
"

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BlackHatASO
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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. SUPPORTING TOOLS
TOOL CONCEPTS THAT HELP YOU INCREASE YOUR VISIBILITY & CONVERSION
(DISCLAIMER: THESE ARE NOT TOOL RECOMMENDATIONS, WE’RE MERELY DESCRIBING THE CONCEPTS)
#

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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. 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. 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
#

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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
#

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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
#

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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

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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
#

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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

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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

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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
#

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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
#

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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. OUTSIDE OF THE STORE
ASO IN THE BIGGER PICTURE AND ASO-RELATED THEMES
$

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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..

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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

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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

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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.

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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

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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