aso best practices 2017 for games
TRANSCRIPT
![Page 1: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/1.jpg)
ASO Best Practices 2017 for Games
Anatoly Sharifulin White Nights, October 2017
![Page 3: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/3.jpg)
Agenda1. ASO Intro
2. ASO Types
3. ASO Loop
4. ASO Examples
5. Q&A
3
![Page 4: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/4.jpg)
1. ASO Intro
4
![Page 5: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/5.jpg)
ASOApp Store Optimization
1. ASO Intro
5
![Page 6: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/6.jpg)
ASO works for games, especially for indie
works
Insight #1
1. ASO Intro
6
![Page 7: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/7.jpg)
You can achieve the best results if you’ve never done ASO before
Insight #2
1. ASO Intro
the best
7
![Page 8: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/8.jpg)
ASO is complex & continuous work, not a silver bullet
continious
Insight #3
1. ASO Intro
8
![Page 9: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/9.jpg)
If a game has a lot of traffic, ASO works even better
Insight #4
1. ASO Intro
better
9
![Page 10: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/10.jpg)
ASO for Apps vs. Games is almost the same
Insight #5
1. ASO Intro
the same
10
![Page 11: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/11.jpg)
2. ASO Types
11
![Page 12: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/12.jpg)
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
![Page 13: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/13.jpg)
Search Visibility
• Text optimization
• Search & select new keywords, reshuffle words,«seo» your text description:
1. Improving search visibility
2. Positions optimization
2. ASO Types1
13
![Page 14: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/14.jpg)
Goals
1. More impressions, views or better CRs
2. Improving positions
3. Increasing installs
2. ASO Types
14
![Page 15: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/15.jpg)
• 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
![Page 16: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/16.jpg)
• App Name <= 50
• Short Description <= 80
• Bundle Name
• Description with keywords <= 4000
• Additional locales
Search Visibility: Google Play
16
![Page 17: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/17.jpg)
Important: we should consider other factors like in-app metrics
(crashes, uninstalls, etc.)
2. ASO Types
17
![Page 18: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/18.jpg)
Conversion Rate2. ASO Types2
• App Store: 3 CRs
• Impr. → App Units
• Views → App Units
• Impr. → Views
• Google Play: 1 CR
• Views → Installs
18
![Page 19: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/19.jpg)
App Store2. ASO Types
19
![Page 20: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/20.jpg)
Google Play
20
2. ASO Types
![Page 21: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/21.jpg)
Visual optimization: Search
• App Icon
• Visible part of app name & subtitle (App Store)
• Avg. rating
• Screenshots, video (App Store)
• Price21
![Page 22: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/22.jpg)
Visual optimization: Search
![Page 23: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/23.jpg)
• 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
![Page 24: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/24.jpg)
• Search Ads
• 7 countries (+ CA, SH, MX)
• ASO for Search Ads
• Adwords
• Similar
• Search (google play & mobile web)
• Black Hat
Paid Search Traffic2. ASO Types3
24
![Page 25: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/25.jpg)
Mobile SEO2. ASO Types4
1. Web search for apps & games
2. Google Search @ Google Play Console
3. Sites @ iTunes Connect
25
![Page 26: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/26.jpg)
3. ASO Loop
26
![Page 27: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/27.jpg)
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
![Page 28: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/28.jpg)
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
![Page 29: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/29.jpg)
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
![Page 30: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/30.jpg)
Quantitative metrics — Positions— Impressions— Views— Installs— CRs
Qualitative metrics — Uninstalls— Active Users, Retention — …
1
2
ASO Reports3. ASO Loop
30
![Page 31: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/31.jpg)
App Analytics in iTunes Connect
31
![Page 32: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/32.jpg)
Play Store organic
32
![Page 33: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/33.jpg)
Export ASO metrics with AppFollow
33
![Page 34: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/34.jpg)
4. ASO Examples
34
![Page 35: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/35.jpg)
https://goo.gl/kVTSdA
How to increase game installs by 53% per day in Google Play
35
4. ASO Examples
![Page 37: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/37.jpg)
Summary
1. ASO works for games
2. 4 types of ASO
3. ASO loop: audit, iterations, report
4. PROFIT
37
![Page 38: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/38.jpg)
In ASO Automation we believe
38
![Page 39: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/39.jpg)
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
![Page 40: ASO Best Practices 2017 for Games](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a6488427f8b9a6a568b49b7/html5/thumbnails/40.jpg)
Thanks!Questions?
Anatoly Sharifulin fb.me/sharifulin