The following analyses were made on the Apple market ( ASO & ASM ) in 2017, and are now shared with you: ① ASM : In the short term, can ASM enter the Chinese market in 2017? There is a lot of uncertainty. If you are a team that is only cultivating the domestic market, I personally suggest that you should not pay too much attention to ASM, just an appropriate amount; ② Machine brushing : ASO intervention still exists, and machine brushing channels will be everywhere in 2017 like the points wall in 2016 ; protocol brushing is becoming more and more unstable, and will gradually cooperate with real machine equipment operation;
③ Points Wall : The market share of points wall will decline significantly , and the number of studios will increase. This proportion will approach 40% this year (many small points in 2016 were supported by the number of studios).
④Transformation : The development of Points Wall 3.0 has begun. Version 3.0 will gradually weaken the ASO purpose and focus more on the user's in-App data conversion.
Protocol flashing and machine flashing are gradually recovering!On January 22 , Apple adjusted its ASO algorithm , and ASO’s external intervention became completely ineffective overnight; it was restored on January 23 , but fell into long-term failure again on January 24 . Specifically, most of the points wall is ineffective, and machine brushing (i.e. script brushing) and protocol brushing operations are invalid. The reasons are analyzed as follows: ① The external intervention volume was cleaned up in batches, including the weights of historical imports , resulting in the invalidity of the newly imported search keyword downloads, and the weights of the historically imported external intervention volume were also cleaned up. The specific manifestations are that the key rankings are declining rapidly, while the product keyword rankings without any intervention are rising rapidly, as shown in Figure 1; ② The update of some keywords is stagnant, some keywords are not updated for two to three days , and some keywords are not updated for half a month, resulting in the invalidation of a lot of imported volume. It has been gradually unlocked recently, but some words are still locked; ③ The weight of download volume of simple search keywords has been reduced .Figure 1: Keyword rankings dropped sharply on January 22One misunderstanding needs to be corrected . Machine brushing and protocol brushing are not completely ineffective. They can only intervene in some small words during the period from January 24 to February 4, but have basically no effect on large words. However, starting from February 5th, you can gradually intervene in medium-popular words, and starting from February 6th, you can intervene in big words. In addition, this recovery does not involve many adjustments to the operating methods of machine flash or protocol flash, and the previous operations are still continued . Figure 2: Big word intervention was successful on February 6The effect of the offer wall is not satisfactory In the past half month, many CPs have been complaining about the poor effect of the points wall. In fact, the reason is very simple. A large number of keywords have not been updated , and the amount injected means ineffectiveness. Judging from the existing operations in the market, the effectiveness of the points wall has barely reached 1/2. There is a phenomenon that I need to explain to everyone. There has never been any so-called chaos in keyword rankings. If the ranking can go up, it must be that the weight of the product under the keyword is high enough, otherwise it will not rise rashly. It is somewhat irresponsible to blame the big changes in keyword rankings on Apple's confusion. In addition, many friends who use machine brushing have encountered a rather strange thing. An ordinary keyword is entered with a volume of tens of thousands, but the ranking does not rise but drops, and point walls are also often encountered. The reason is not complicated. The imported volume was discovered, and even the historical imported volume was cleared. As a result, the keyword ranking dropped rapidly . The way to circumvent this is to make the amount of operations as real as possible. Some people will consider IP distribution, some will consider retention , and some will go back to change the information content that triggers each other with Apple. How to improve product weight? Through many observations, we gradually discovered that the weight of the product has a very important impact on keywords. There are many products whose keyword rankings have always been very high, but there has been no external intervention. This is due to the accumulation of historical weights. However, another question arises: how to accumulate historical weight? Some people place great emphasis on setting keywords, and at one point regarded setting keywords as the core or even the only thing about ASO optimization ! Regarding this misunderstanding, I hope CPs can properly correct it and pay attention to it. Language localization can increase the number of keyword coverage , and keyword grouping can also improve the inclusion, but it has no significant effect on improving keyword rankings. The accumulation of weight is divided into two parts. The first part is the short-term weight , such as the imported keyword search downloads or product downloads; the second part is the long-term weight . At present, comments can be regarded as it. The ratio of purchase volume to display volume will also affect the weight. Many people avoid talking about the word weight. The reasons are nothing more than two: they don’t understand it, or if they understand it, they keep it to themselves and make money quietly. The exploration of weights will surely be a long road. If there is a chance, I can have a good chat with you later.
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