How to do ASO optimization (Must read for App operation and promotion)
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Share outline: 1. ASO optimization 2. How to do basic ASO data optimization - keywords 3. 2 practical tips to improve ASO optimization results 1. ASO Optimization 1. What is ASO? ASO stands for App Store Optimization, which means Apple App Store search optimization. Including list ranking and keyword ranking. Similar to SEO optimization for mobile apps. 2. Why do ASO? The distribution volume of the App Store is mainly distributed in: search, rankings, recommendations, and external traffic. More than 65% come from search. 3. What does ASO optimization include? (1) Search keyword optimization : Optimize the title and 100-word search keywords submitted to the App Store to cover more relevant words and improve the display in the App Store search. (2) Chart optimization: Mainly rely on cooperation to increase volume, limited free of charge to increase volume, and brushing the charts to increase volume. This method usually requires a certain amount of basic volume or direct payment to operate, and brushing the charts sometimes carries risks. (3) Conversion rate optimization: icon, screenshot, description, and review optimization 4. Two common tactics for ASO optimization (1) Matrix tactics (purpose: to increase downloads) a. Increase keyword coverage (2000+ passing line); improve the ranking of specific keywords; b. Clone tactics: vest package (2) Long tail tactics (purpose: to increase conversion ) Icons, app screenshots , user reviews, video previews, app descriptions 5. How effective is ASO optimization? According to the evaluation and summary of many years of Internet experience, the download volume can often be increased by 50% to 300%. 2. How to do basic ASO data optimization—keywords 1. Product Analysis (1) For product analysis, you can use Bird Brother ASO and Application Radar together for analysis. The dimensions of analysis include: product ranking, total category ranking, keyword coverage, number of TOP10, comments, keyword weight, etc. The purpose of analyzing these is to make a prediction about the current status of the product. 2. User portrait analysis The above picture shows the composition of internal users of two real estate products. According to the user portraits , we can see that travel experts, stock investors, and shopping addicts account for a large proportion of real estate users. Therefore, this part gives us the inspiration that when we do 100-character expansion, we can use these keywords as expansions for delivery, and we can even choose these apps for precise delivery when we deliver advertisements . 3. Determine the keyword category (1). There are so many keywords, which ones should I choose? The distribution volume of the App Store is distributed in: search, rankings, recommendations, and external traffic. More than 65% come from search. The top three keywords have implemented the 28 principle very well, accounting for 80% of the traffic . In terms of conversion rate: precise brand words > industry core words > competitor words > irrelevant words. Therefore, we determine that the keywords we want to add are the following categories: brand words, industry words, and competitor words. (2) After determining the word classification, we need to create a keyword library to organize our keywords. Brand words are what we... list in a table. Industry words are divided into core words and long-tail words. Take real estate as an example: buying a house, selling a house, renting a house, and finding a house. These words are core words. Write them down, and then you will find that these words are not enough. We need to expand the words. 4. We need some tools to help us build our own keyword library . Baidu Index is a very good tool. From the trend research, we can see the recent popularity of this keyword. According to the situation in one year, we can see that the peak value of the word "renting a house" is relatively high in February and March each year. This shows that the demand for rental housing will be relatively strong during this period, and if the product is launched, the competition will be relatively fierce during this period. Let's look at the demand graph again. The closer the description, the higher the correlation. Red represents an increasing search trend, and green represents a decreasing search trend. Based on this, we can choose some words: house prices, loans, real estate policies, settling down, buying a house in Shanghai, second-hand, real estate, Lianjia, provident fund, local city, 58, Ganji, rental network, Douban. b. Competitive product data analysis Use Bird Brother ASO to enter the competitive product comparison. After selecting a competitor, perform ASO comparison to obtain the competitor's keyword data. Based on the data, we can start to select appropriate keywords. c Keyword expansion Select keyword expansion in ASO optimization to get the expanded data. Finally we can get a data table. 5. Word grouping and word segmentation optimization option a: put the core keywords in the title and subtitle These products all put second-hand houses, new houses, and rental houses in the subtitles; or put the keywords at the beginning and separate them with commas to increase the weight; for example: buy a house, sell a house, and rent a house. b. Combine words with strong correlation and remove duplicates. For example: Shanghai House Buying, Shanghai House Selling and House Rental Platform can be merged into: Shanghai House Buying, Selling and Rental Platform. We can continue to split and combine words, and then verify them. We can use the ASO optimization assistant to analyze and modify them. 6. Language localization to increase coverage. During the filling process, you may feel that you have found many keywords you want, but there is only 100 characters of space, which is not enough. What should you do? At this time we need to use language localization. Through these methods, we can get better data. Here are the results after my optimization. ASO optimization is a long-term process. It is recommended that you update once or twice a month, adjust the keywords after each update, eliminate words with poor results, and optimize the keyword order. 3. 2 Practical Tips to Improve ASO Optimization Effect 1. How to look at the points wall (1) Make good use of associative words. If it is difficult to achieve TOP1 for many hot keywords, you can use associative words to do it, which often produces good results. For example, we operate games and social products, and the number of associated words ranges from a few hundred to a few thousand; (2) When adjusting the time, do not fix it at 16:00-17:00 every day. Through data monitoring, we found that Apple adjusted the rules in February. Previously, the weighting was mainly based on download activation, but now the weighting has changed and the real behavior of users is more assessed. It is recommended that you do not just look at the 16 points when doing it, but also do some deep tasks in conjunction with it, the effect will be better. (3) Increase users’ real behavior operations: such as retention and active clicks on App internal pages 2. Be good at taking advantage of trends - combining with social hot spots. If there is an event that is very popular recently, quickly add related words to the characters to make it TOP1. Then, combined with the hot search list, it can often get a high number of downloads, ranging from 10,000 to tens of thousands per day. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @饭by (青瓜传媒). 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