Breaking news! Apple Store made major adjustments and many apps were cleared of keywords. What is the reason behind this?

Breaking news! The Apple Store has undergone major adjustments, and many domestic APP keywords have been cleared. Let’s see the uncle’s analysis! !

1. Today's Apple Apple Adjustment

I believe that all of you friends in the mobile Internet circle, whether you are CP or channel dealers, should have noticed that Apple’s App Store has undergone major adjustments today. The most obvious one is word clearing. Let the operations guy show you how Apple adjusted things today:

1. The keywords that originally covered a large number of words were cleared

2. The relative ranking of your own brand words has improved

CP friends can check for themselves which product words of their products have suddenly improved in ranking or some keywords have increased in ranking significantly.

3. The words that were cleared are almost all industry brand words

Here is just one example:

Green 0 represents cleared words. If you look closely, all the cleared words are brand words. (Friends can check which brand words have been cleared for their products)

Based on various industry data and market environment reactions, the operations uncle analyzed that this time Apple's algorithm adjustment is mainly inclined to protect industry brand products and avoid interference in the Apple App Store rankings due to domestic machine brushing , protocol brushing , or point walls .

Apple's move is undoubtedly intended to better protect developers, allowing all brand developers to make their products occupy a strong position and avoid affecting the ranking of their official products due to factors such as brushing downloads, thereby causing fierce competition in the market due to high and low rankings.

But at the same time, this move has left many developers without opportunities to take advantage. For example, if a developer originally developed a game product, he could set many industry keywords or even keywords of competing products. Doing ASO ranking will bring a considerable amount of volume.

However, due to Apple's algorithm adjustment, many keywords of competing products or brand products have all been removed from the list, resulting in a product that originally brought in tens of thousands of new users per day to only a few thousand. This is also the consequence of our Chinese people interfering with Apple's rankings. It's because our friends are so smart.

Apple has been adjusting its algorithm non-stop, with no less than dozens or even hundreds of adjustments, both large and small, every year, and dozens of major adjustments. Almost every time there is an adjustment, friends in the mobile circle cry out in grief. But I want to tell all my colleagues and CPs that although Apple’s adjustment this time cleared many of the brand keywords you set, it is also protecting the status of your own brand words. So from a macro perspective, this is undoubtedly a relatively good phenomenon.

The impact on machine-brushing and points wall channel operators should be relatively large. After this adjustment, the market share will be reduced a lot, because many industry brand words cannot be used, so machine-brushing will be useless.

2. Recent Trending Searches

Let’s take a look at the hot searches. Friends who are familiar with hot searches can clearly see on the ASO query tool that since April 1, or to be exact, since March 31 this year, the hot searches have been relatively low-key. The reason is that Apple has almost locked the hot search terms. The hot search terms that were originally seen every day were almost all fried golden flowers, landlords, chess and cards, etc. What we see now are all the big products of regular industries or words related to the industry, which is indeed much cleaner.

Friends, take a look at the previous hot search screenshots:

Let’s take a look at the current hot searches:

Wow, doesn’t it feel much cleaner, like a beautiful painting….^_^…

3. Overall status of the machine brush industry

From 2016 to 2017, the App Store has undergone countless adjustments, and almost every adjustment has had a major impact on the entire machine flashing industry. This year's adjustments are even more fatal and frequent. Every adjustment in this small circle industry can kill a group of people. The market of the machine brush industry will become increasingly unpromising. Everyone here knows this, so I won’t go into details.

4. Don’t worry, CPs

The operations uncle believes that any adjustment made by Apple is to protect developers so that they can obtain good traffic resources in the market more fairly in the Apple App Store. The original competition for brand keyword rankings will become a competition between the product’s UI, interactive experience, product content, product services, etc. This will encourage developers to focus on product content experience and product service experience, rather than just competing for word rankings.

The rapid rise of the mobile era has led to many platforms gradually becoming mature in their control over rules, and the market has moved from a chaotic period to a stable period. These phenomena made Asong, the operations uncle, think of the PC era, when all websites also experienced constant brushing of external links, brushing of rankings, purchase and exchange of friendly links, and now the era of content being king.

Of course, once the large platforms develop steadily and healthily, charging models will gradually emerge. This is an unchanging business rule. From Google's bidding AdWords to Baidu's bidding SEM , and then we saw Apple's bidding ASM appearing in the Apple App Store. Although the launch date of ASM has not yet been announced in China, from the above adjustments made by Apple and the brand word clearing this time, it can be seen that ASM is really not far away from us. Once the machine brushing fails, the words that ASM can deliver become

It's valuable.

5. Apple ASM

Having said all that, do you think the ASM environment will become very good? But in the opinion of the operation uncle, this is not the case. If ASM bidding is launched in China, the beneficiaries will definitely be those who have just started to open ASM, because at the beginning there is little competition in the market for the price of the words you place, and you can bid randomly and occupy a relatively good position.

As more and more ASMs are launched by domestic developers, market competition is becoming increasingly fierce and increasingly prominent, from low-price competition to high-price competition. The market will become one where products from wealthy companies are at the forefront every day, while products from companies without money can hardly afford to launch ASMs. The ultimate beneficiary of all this competition is the Apple App Store.

Conclusion:

The key to long-term development of mobile operation products is to make good products, provide good experience and good content. For more content, please continue to follow Operation Uncle (yunyingdashu) or read the original text.

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