ASO optimization rules | Teach you how to optimize with a low budget!

When a product is created, the official launch is a process from zero to one, and the path from one to one hundred is generated from the link of obtaining traffic and commercial realization. As mentioned in the previous article, a product can only obtain corresponding search traffic or download traffic if it has a certain exposure.

ASO 's status in the industry: According to statistics, 60% of App downloads come from the application market , 30% from advertising platforms, and 10% from point wall registration. In terms of advantages, 65% are search recommendations, and the most typical one is the Apple App Market. Therefore, ASO is still the most important traffic channel in China.

What is ASO optimization ? Simply put, it is the optimization of keyword search results in the application market.

The main ASO optimization keywords are: title , subtitle, keywords, and description. Developer name, software screenshots, icons, comments

The weight relationship is: title>keywords>description. Although app screenshots and comments cannot directly provide search weight, they play a very important role in the conversion of App downloads. Therefore, the keywords placed in the title and subtitle must be core words related to the brand as much as possible. The subtitle should not be too long and should read smoothly without any sense of disobedience.

The number of times an app appears in the app store can be expressed using a formula: App exposure = keyword popularity + App search ranking

The greater the keyword search popularity, the higher the exposure, but often the more searched the word, the stronger the competition, so we also need to think of some long-tail keywords based on the existing keywords to increase competitiveness

How to check traffic quality? What kind of keywords are good words?

1. High conversion rate

2. High click-through rate

3. High exposure

The click-through rate determines the product traffic, which is an indicator of a core good word.

How to find keywords?

Step 1: The dumbest but most effective way is to dig out competitor keywords!

Keywords with a popularity of 4605 or above are meaningful. The number of search results (which can be understood as the number of competing products) should not be greater than 500. Alternatively, after ensuring a popularity of 4605 or above, the keyword with the smallest number of search results should be given priority.

Step 2: Brand words and industry words

Brand words : Taking Taobao as an example, clearly identify keywords with corporate brand names. Such as: Taobao, Taobao.com, Tmall Mall, etc.

Industry words : Industry words are divided into core words and long-tail words . If you are making a social APP , then your industry words include some obvious industry-related keywords such as social , chat, and dating.

In summary, each type of word has its own meaning and value. However, in the actual process of programmatic delivery, the marketing goals and budget costs of customers are different. If the budget is sufficient, try to focus on brand words and product words.

The following is a detailed optimization method.

1. Improve conversion rate

Four factors that affect download conversion rate

1. Keywords: Downloading apps by searching for keywords has become a habit for most users, and this method also tends to bring in more accurate and effective users, and user retention and activity are also quite good.

As shown in the figure, the apps that rank first when searching for different keywords "video" and " short video " in the App Store are different. Therefore, keyword ranking optimization and coverage optimization have become the top priority of ASO.

2. Title: A good title not only helps to attract traffic, but also gives you an advantage in ASO. Currently, Apple backend allows the title to be set up to 255 bytes, and each Chinese character takes up 3 bytes.

For example, if your app is a Chinese chess game , and your app name is "Chu-Han War", then it will be difficult for your app to rank high when users search for "chess".

3. App description: Although there is a difference between the app description and keywords, there is a strong connection between them. While keywords are used to convince the search algorithm to put your app at the top of the search results list, the app description should also convince your users to download it.

Xiaohongshu App Description:

【Xiaohongshu APP】A lifestyle sharing community for young people, marking daily life including food, clothing, entertainment and shopping.

[Celebrity Experts] Fashionista Huang Zitao, down-to-earth Zhang Yuqi, health expert Jing Tian, ​​stylist Lin Yun, cool girl Ouyang Nana... Make friends with idols on Xiaohongshu and see the other side of the lives of popular stars through different short videos.

[Hot Topics] Get the latest and hottest entertainment trends, from the novel and amazing #MilkShinRamen to the cute #KittenBigEyesCute, the hot topics and activities are all on Xiaohongshu!

[Beauty Filter] The beauty filter camera with dreamy effects will help you to understand the world and yourself in a new way. Open the Xiaohongshu camera and start taking photos to expand your social circle. Let your photos and short videos be played on loop by Xiaohongshu fans all over the world!

[Label Stickers] There are tons of labels for you to mark as you like. Locations, brands, and topics cover all aspects of food, travel, entertainment, film and television variety shows, fashion, skin care and beauty. You can mark your life anytime and anywhere. Decorate with cute, funny or peculiar stickers to make your daily life vivid and wonderful!

【Global Goods】Through community big data , we carefully select the most fashionable, useful and novel popular products for young people; we gather well-known or niche brands at home and abroad to help you find good things all over the world.

Download Xiaohongshu now and mark your life with good-looking and interesting young people all over the world!

Xiaohongshu keyword screenshot:

It is not difficult to see that the above application description contains keywords. The selection of keywords needs to be very careful because it will affect the ranking algorithm . The application description plays a good supplementary role in promoting downloads.

2. Optimize ICON and product display pages

The app icon has always been an important part of improving download conversion rate. The first reference condition for whether users download your app is whether the app icon is comfortable to look at. Nowadays, users have too many choices. If one detail is not done well, users may miss you.

The design standards for icons and display images must meet two criteria: good-looking and useful

Let’s take the recently popular TikTok as an example.

The brand logo of Douyin uses music symbols as the main pattern, which reflects the "sound" attribute of "Douyin" and reveals that Douyin short video is a social software mainly based on music creative short videos.

The edges of the musical symbols use red and blue as the main colors, which can easily produce a strong visual impact. They are interlaced and superimposed with the main notes, giving people a feeling that the notes are trembling, reflecting the "shaking" attribute of "Tik Tok". At the same time, the use of red and blue primary colors also implies the video attributes of its products.

3. Points wall placement , check the volume of keywords

What is Offerwall? A points wall is a way to place your APP ads on APPs with many users. You can set tasks such as search keywords to download the APP, as well as trial time, to attract users.

Therefore, many Apple app developers will still choose ASO to increase the download volume of their apps and acquire more natural users. Those who want to have a good effect in making a points wall can go directly to the kitten player to try it. The effect is very stable, and basically the words you make can be gradually stabilized.

For ordinary developers, App needs ASO just as Web needs SEO , so when it comes to ASO optimization, every detail cannot be neglected.

Source: Operation Girl