Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
APP STORE
(including iOS 11 update)
The Ultimate ASO Guide to:
The ASO process
The ASO process:
Generally, ASO consists of these 3 main processes:
1. Keyword Research
2. Listing optimiz...
1. Keyword Research
This part of the ASO process is essentially the first one
to be implemented and often goes even prior t...
How to select the right
keywords?
1. Brainstorm the initial list of all the keywords related
to your project – including t...
Keyword suggestions in
TheTool:
1
How to identify the best
keywords?
The best practice, at least in the beginning, is to
target mid- and long-tail keywords ...
Where to put keywords on the
App Store?
On the App Store, unlike Google Play, not all text fields
are indexed by search eng...
Optimizing for the App Store:
Keywords field
The place is limited, so follow these best practices to
make the most out of i...
How to edit the keywords field
on iTunes Connect:
1
The Ultimate ASO Guide to: APP STORE
2. Product page optimization &
A/B testing
The next important step of ASO is to work directly on
your App Store product pa...
Sign up now and get 14-day FREE trial!
Want more downloads?
GET FREE TRIAL
Optimizing app product page:
App Name
App Name is one of the strongest ranking factors, that
is responsible for both searc...
Optimizing app product page:
Subtitle
Subtitle is a new 30-character field introduced with iOS 11
and is located right belo...
Optimizing app product page:
App Name & Subtitle
App Name
Subtitle
2
The Ultimate ASO Guide to: APP STORE
Optimizing app product page:
Description
In the new version of the App Store, the description
remains fixed and the develop...
A few tips for a perfect
description from Apple:
• Highlight the key features of your product, focus on its
uniqueness.
• ...
Optimizing app product page:
Promotional Text
Promotional Text is a new 170-character field that
appears on top of the Desc...
Optimizing app product page:
In-App Purchases
In the new iOS 11, In-App Purchases can appear in
App Store search results, ...
Optimizing app product page:
In-App Purchases
2
The Ultimate ASO Guide to: APP STORE
Optimizing app product page:
Developer
In the updated App Store for iOS 11 the developer
name has been moved below the fol...
Optimizing app product page:
Icon
Icon is one of the most prominent elements of on-
metadata – the first element that users...
A few tips on how to create a
great app icon:
• Make it simple and recognizable – the icon should give the users
a clear i...
Optimizing app product page:
App Previews (Video)
Video previews are located before the first screenshot of
the app, and th...
Optimizing app product page:
App Previews (Video)
2
The Ultimate ASO Guide to: APP STORE
A few tips on how to create a
great video preview:
• Show real experience – use footage captured on device, and
avoid over...
Optimizing app product page:
Screenshots
The screenshots are another important on-metadata of your
store listing. Just lik...
Localizing the screenshots is very important when you make your
product available in different countries.
Tips on how to create striking
screenshots:
• Display the best features on the first 2 screenshots.
• Preferably, work with...
Check some nice tools to design app store screenshots in this post.
Want more? Check out this guide to App Store Screensho...
Optimizing app product page:
Ratings and reviews
In the new App Store 2.0 the role of ratings and
reviews has been serious...
Optimizing app product page:
A/B testing
To make sure that the optimizations of your product page are
optimal, you need to...
3. Monitoring the results
After making all the improvements, it is time to track
and monitor the results of optimization, ...
Final thoughts
The App Store has gone through many changes, and
soon we will all see the results and consequences of
how t...
Sign up now and get 14-day FREE trial!
Want more downloads?
GET FREE TRIAL
THANK YOU!
App Store Optimization (ASO) - Ultimate Guide for Apple App Store (iOS 11)
Upcoming SlideShare
Loading in …5
×

App Store Optimization (ASO) - Ultimate Guide for Apple App Store (iOS 11)

App Store Optimization (AKA ASO or App Store SEO) is the process of optimizing a game or application in order to maximize its visibility in the Apple App Store, Google Play Store or other markets in Search (when users search on the app stores), Top Charts, and Featured, boost traffic to listing and improve conversion rate to generate the maximum volume of organic downloads.

ASO brings free high-quality users to your Android or iOS app and is the base of any Mobile Growth strategy.

App Store SEO = Traffic + Conversion

This process requires a critical understanding of how the stores work, the target user base, and the most relevant keywords potential users are typing or speaking to find apps or discover new ones.

In order to stay up-to-date with rapidly evolving app stores and the changes in their algorithms, we have decided to created the most updated guides to ASO strategy for the biggest markets: ASO Guide for Google Play Store and this ASO Guide for Apple App Store (iOS 11), that that we are now proudly presenting.

ENJOY this Apple iOS App Store Optimization guide!

App Store Optimization (ASO) - Ultimate Guide for Apple App Store (iOS 11)

  1. 1. APP STORE (including iOS 11 update) The Ultimate ASO Guide to:
  2. 2. The ASO process The ASO process: Generally, ASO consists of these 3 main processes: 1. Keyword Research 2. Listing optimization & A/B testing 3. Monitoring the results and again – optimizing! 3 1 2 The Ultimate ASO Guide to: APP STORE
  3. 3. 1. Keyword Research This part of the ASO process is essentially the first one to be implemented and often goes even prior to launch of the mobile app or game. Similarly to SEO for web, the keywords optimization plays a crucial role in app’s discoverability in search. 1 The Ultimate ASO Guide to: APP STORE
  4. 4. How to select the right keywords? 1. Brainstorm the initial list of all the keywords related to your project – including the tasks that your application performs, its main features, what kind of in- app purchases do you use, and in case of games – even mention characters and gameplay. Think about what value does your product bring to the users, what need does it solve? All of these will form the base of the keywords list of your app. 2. Amplify your keywords list with suggestions. This can be as simple as checking the suggestions in the App Store search bar, or to use more specific tools for keyword research, like TheTool.  1 The Ultimate ASO Guide to: APP STORE
  5. 5. Keyword suggestions in TheTool: 1
  6. 6. How to identify the best keywords? The best practice, at least in the beginning, is to target mid- and long-tail keywords – keyword combinations that have high enough traffic size (amount of search requests), and lower competition. This information is usually provided in keyword research tools, including TheTool. 1 The Ultimate ASO Guide to: APP STORE
  7. 7. Where to put keywords on the App Store? On the App Store, unlike Google Play, not all text fields are indexed by search engine. There are 5 text fields that impact search: . App Name . Subtitle (New in iOS 11) . Keywords field . Developer name . In-App Purchases 1 The Ultimate ASO Guide to: APP STORE
  8. 8. Optimizing for the App Store: Keywords field The place is limited, so follow these best practices to make the most out of it: • Don’t include plural word forms if you have already included singular. • Separate words with commas and don’t use spaces – Apple’s algorithm will already “mix and match” your keywords, creating various keyword combinations to rank your app. • Don’t include the same keywords that you already have included in your App Name (it already has the biggest weight for Search rankings). 1 The Ultimate ASO Guide to: APP STORE
  9. 9. How to edit the keywords field on iTunes Connect: 1 The Ultimate ASO Guide to: APP STORE
  10. 10. 2. Product page optimization & A/B testing The next important step of ASO is to work directly on your App Store product page elements: • On-metadata factors: app name, subtitle, developer, description, icon, screenshots, promotional text, video preview. • Off-metadata factors: installs volume and velocity, user engagement, ratings (average rating and number of ratings received), and reviews. 2 The Ultimate ASO Guide to: APP STORE
  11. 11. Sign up now and get 14-day FREE trial! Want more downloads? GET FREE TRIAL
  12. 12. Optimizing app product page: App Name App Name is one of the strongest ranking factors, that is responsible for both search rankings and conversion rate of an app. In the new App Store 2.0 the length of App Name has been reduced to 30 characters and can only be changed when submitting a new version. The best advice is to keep a brand name short and memorable for the users, and use the rest of the space to include some of your core keywords. • Studies have proven that the keywords included into the App Name, are performing twice as good as those included into the keywords field. 2 The Ultimate ASO Guide to: APP STORE
  13. 13. Optimizing app product page: Subtitle Subtitle is a new 30-character field introduced with iOS 11 and is located right below App Name. It is primarily meant to summarize a product in an additional sentence, and highlight the best features of your app or game. Same as App Name, a Subtitle can be updated only with submitting a new version of your app to the App Store. • Subtitle affects keyword rankings, so this field can be used for adding some more keywords. • It also appears on Top Charts, and has an effect on the click-through rate and conversion rate, turning the users who found your app in search results or Top Charts into visitors of your product page, and, ultimately, to installs. 2 The Ultimate ASO Guide to: APP STORE
  14. 14. Optimizing app product page: App Name & Subtitle App Name Subtitle 2 The Ultimate ASO Guide to: APP STORE
  15. 15. Optimizing app product page: Description In the new version of the App Store, the description remains fixed and the developers can’t change it without submitting a new version. However, just like in the previous version of the Store, the description doesn’t affect keywords rankings, but does affect the conversion rate. The description is a field of 4.000 characters, but the most important part of it is the first sentence (the first 3 lines) – this is the part that the users can see without having to tap to read more. 2 The Ultimate ASO Guide to: APP STORE
  16. 16. A few tips for a perfect description from Apple: • Highlight the key features of your product, focus on its uniqueness. • Be clear and concise, transmit the core value of your app to the users. • Use your brand tone to communicate with your target audience. • Mention your awards (or even keep it for Promotional Text for more highlight!) • Don’t do keyword stuffing (it will not help). • Avoid mentioning prices – they may not be accurate for all countries. • Localize your description!  2 The Ultimate ASO Guide to: APP STORE
  17. 17. Optimizing app product page: Promotional Text Promotional Text is a new 170-character field that appears on top of the Description and can be updated any time in between the submissions of new versions. Promo Text does not affect keyword rankings, but a well-written copy can definitely improve the conversion rate. Use it to include any special offers, promotions, share the latest news or upcoming features. 2 The Ultimate ASO Guide to: APP STORE
  18. 18. Optimizing app product page: In-App Purchases In the new iOS 11, In-App Purchases can appear in App Store search results, and can be featured on the Today, Games or Apps tabs. On iOS 10 and earlier, it could only appear as a result of search queries with an exact match keywords (“extra crispy bacon”), but in iOS 11 it is said to appear in search results for partial matches (“crispy bacon” or “bacon”). You can showcase up to 20 elements for both In-App Purchases and Subscriptions, each one having its name, description and icon: 2 The Ultimate ASO Guide to: APP STORE
  19. 19. Optimizing app product page: In-App Purchases 2 The Ultimate ASO Guide to: APP STORE
  20. 20. Optimizing app product page: Developer In the updated App Store for iOS 11 the developer name has been moved below the fold (below description), so the users would need to scroll to get to see it. So, developer name has hardly any effect on conversion rate. However, a positive historic record of the developer can have a great effect on rankings, and can help your app to get featured on Today, Apps or Games tabs. Developer name can appear in search results, and thus, affect Search ASO. 2 The Ultimate ASO Guide to: APP STORE
  21. 21. Optimizing app product page: Icon Icon is one of the most prominent elements of on- metadata – the first element that users see when they find the app in search, or Top Charts (Games or Apps tabs). So, the icon has a very strong effect on click- through rate and conversion rate. 2
  22. 22. A few tips on how to create a great app icon: • Make it simple and recognizable – the icon should give the users a clear idea what is your app about. • Work with simple forms and harmonizing colors, don’t overload it with too many details. • Think of scalability: your icon should be visible in any size. • Stay consistent to the overall style of your app. • Match your icons: don’t create a confusion with your icon being different on the App Store and on the user devices. • Avoid text! • Test and identify the best performing icon with A/B testing tools. • Test against different backgrounds – make sure your icon will be clear and visible against any wallpaper. 2 The Ultimate ASO Guide to: APP STORE
  23. 23. Optimizing app product page: App Previews (Video) Video previews are located before the first screenshot of the app, and the developers can add up to three video previews to engage potential users that come across the app in search results or visit a product page. Previews will autoplay on mute both on the product page and in search, which makes these video previews a strong ASO on-metadata factor responsible for conversion rate. They can be up to 30 seconds long and use footage of an app experience captured from a device. • To convince the users to install your application in just 30 seconds, the video previews have to be really compelling and attractive, and provide a clear visual explanation of content and features of your app. 2 The Ultimate ASO Guide to: APP STORE
  24. 24. Optimizing app product page: App Previews (Video) 2 The Ultimate ASO Guide to: APP STORE
  25. 25. A few tips on how to create a great video preview: • Show real experience – use footage captured on device, and avoid overproducing the video. Eventually, what the users want to know is what to expect from your app. • Focus on the first video: the additional previews will be shown only to the users who already have iOS 11, the rest will only see the first one. • Make the first seconds of your video really compelling – try to catch user attention and convince them to watch the full preview. • Get your audience excited – showcase 3-5 best features of your app! • Use copy and call-to-action to drive interest and provide explanation since your preview will be autoplayed on mute. • Don’t forget about localization – provide narration and copy for your previews on different languages  2 The Ultimate ASO Guide to: APP STORE
  26. 26. Optimizing app product page: Screenshots The screenshots are another important on-metadata of your store listing. Just like the previews, screenshots don’t affect directly the Search ASO, but they certainly have a strong effect on CTR and conversion rate of the app. Apple allows the developers to provide up to 5 screenshots: one screenshot per localization is obligatory. Displayed right after the video preview, they are meant to highlight the main features and provide additional details about the product. • Screenshots are visible in search results and become the second visual element, after icon, that the users find in their app discovery process, and thus, screenshots are aimed to convince the users to install the app. 2 The Ultimate ASO Guide to: APP STORE
  27. 27. Localizing the screenshots is very important when you make your product available in different countries.
  28. 28. Tips on how to create striking screenshots: • Display the best features on the first 2 screenshots. • Preferably, work with portrait orientation – this way the users will see two screenshots in search results. page instead of just one. • Use all the screenshot slots to create an interesting storyline. • Follow the style of your app, stay consistent and provide explanations on captions. • Work on a challenging copy to encourage users to install your app. • Showcase special offers and promotions to motivate your users. • If you have any awards, brag about them!  • Don’t forget to A/B test your screenshots to find the top- performing ones! 2 The Ultimate ASO Guide to: APP STORE
  29. 29. Check some nice tools to design app store screenshots in this post. Want more? Check out this guide to App Store Screenshots.
  30. 30. Optimizing app product page: Ratings and reviews In the new App Store 2.0 the role of ratings and reviews has been seriously elevated. The all-time ratings are now in the spotlight, being displayed right below the icon. On the other hand, an average rating of the current version and the accumulated rating of all versions will no longer be shown. User reviews also have got more prominent position on the product page, together with developer’s answers if those are provided. Moreover, apps now will appear on search results with rating, which created a foremost importance for developers to take care of their user experience and ensure positive feedback from their users. 2 The Ultimate ASO Guide to: APP STORE
  31. 31. Optimizing app product page: A/B testing To make sure that the optimizations of your product page are optimal, you need to see a consequent improvement in conversion rate (a number of visitors who end up installing the app). The great way to measure it is with A/B testing. A/B test is an experiment, during which one element of a product page is changed and the traffic is driven to both versions of the app to determine which one is performing best in terms of conversion rate. A/B testing is a vital part of ASO, as it is the only way to find out if the icons, screenshots and previews would really work to attract and convince the users. Stop guessing and start A/B testing! Read more about the common mistakes that developers make when A/B testing their mobile products in this article, and make sure to avoid them! Check some great tools for A/B testing here. 2 The Ultimate ASO Guide to: APP STORE
  32. 32. 3. Monitoring the results After making all the improvements, it is time to track and monitor the results of optimization, in terms of KPIs such as keywords rankings, top charts rankings, conversion rate, volume of organic downloads, reviews, and ratings. You can use TheTool for this, of course. Don’t forget that a key to success is, first of all, a great product!  3 The Ultimate ASO Guide to: APP STORE
  33. 33. Final thoughts The App Store has gone through many changes, and soon we will all see the results and consequences of how these changes will affect the ASO. However, having in mind all the new iOS 11 elements and how to optimize them, we can already start thinking of the new strategies to improve rankings, convince users to download your great app or game and drive more organic installs. Happy optimizing!  The Ultimate ASO Guide to: APP STORE
  34. 34. Sign up now and get 14-day FREE trial! Want more downloads? GET FREE TRIAL
  35. 35. THANK YOU!

×