Xiaomaowan Trial Points Wall Self-service Delivery System: e.xiaomaowan.com Intervention behaviors such as points walls and machine brushing , which began to fail before the Spring Festival holiday, have not yet been fully restored. Perhaps because everyone was immersed in the joyous atmosphere of the New Year, this long-term unstable intervention did not cause much response in the industry. However, on the first day of work after the holiday, we found that many ASO machine-brushing studios had been abandoned. There is a general instability in the various forms of ASO intervention. This failure affected all intervening behaviors such as point walls and machine brushing, and the length of time it lasted was truly rare. As early as last year, when problems such as locking rankings , clearing words, and unstable intervention occurred frequently, pessimists in the industry said that ASO would become increasingly difficult until it came to an end. So is ASO facing its end? Let’s start with this Spring Festival failure incident and analyze where the future of ASO will go? Current situation: Ineffective bots and points walls At 10 a.m. on January 24,the rankings of machine-brushed apps plummeted, and most of the top three apps fell directly to the bottom of the hundreds. The machine refresh became unstable and lasted throughout the entire Spring Festival holiday, and has not yet fully recovered. From January 30th till now, the popularity of words above 4605 has fluctuated very little and is almost locked in the list. According to our understanding, some apps were refreshed during this period and their rankings did not change. A small number of apps that were successfully flashed only lasted for three or four hours before falling back to their original positions. The existence of protocol flashing has long been confusing. Apple's algorithm adjustment during the Spring Festival has not been cracked by ASO source practitioners in time. Therefore, up to now, real machine flashing is still in a situation where orders cannot be accepted. Also on January 24,the points wall became unstable. The points wall was relatively stable in the early stage, except for a small number of large-scale keywords that experienced a decline. Most of the keywords can be used, but after the injection volume, the effect of the keywords becomes very short and can only last for one or two days.
Around January 30, the points wall became very unstable. Looking at the popular words had almost no effect, and there was no change even if several times the amount was injected. A small amount of injection will produce a certain effect, but it can only last for a few hours. Only words with very small magnitudes were not affected.
After the points wall expired, there was confusion in keyword searches , and searches for big words like “ financial management ” would even result in irrelevant products.
(Search for “financial management” and you’ll see live streaming and video apps)
Review: The turmoil before the festival Every failure of external intervention in ASO means that Apple is adjusting its algorithm. Machine brushing and points walls become unstable from time to time, and the frequency of ranking locks is getting higher and higher. Since late July 2016, Apple has been adjusting its algorithm, resulting in a continuous downward trend in keyword popularity. After that, the App store started high-frequency adjustments. On August 10, Apple adjusted its algorithm , resulting in the blocking of the machine-flashing cracking protocol, making real machine-flashing extremely unstable; on August 25, Apple locked the rankings for more than 130 hours, which was also the longest lock time last year. CPs who want to perform machine flashing operations are very distressed. On October 27, Apple began to clear words in large quantities. Among the cleared keywords and applications, applications with interference in search results are particularly serious. The specific interference behaviors are manifested as protocol brushing and real machine brushing. In early December, Apple adjusted the ranking algorithm again, and newly registered accounts had no effect on the ranking; starting from December 4, the points wall became unstable and the keyword ranking dropped sharply. It was not until December 10 that it gradually recovered, with 80% showing effects.
But Apple's "madness" is not over yet. At the beginning of the new year of 2017, Apple made a big move and locked the list twice within half a month. Compared with the crazy algorithm adjustments in 2016, Apple’s behavior at the beginning of the new year is enough to make people feel the chill of “ban”.
On January 1, Apple launched its first lock list in 2017, with a total duration of more than 120 hours. It was not untied until 9:30 am on January 6th. On January 9, the algorithm began to be adjusted, and then the WeChat points wall and most machine brushing became ineffective; the popularity of keywords plummeted.
The popularity of keywords has dropped, but it has not stopped some applications from continuing to intervene.
On January 11, the associative words of major hot search keywords in the app store were occupied by a domestic lottery application. So Apple locked the list again and cleared out the associated words such as "lottery" that dominated the screen.
Although Apple’s punishment routines are the same, the increase in frequency and intensity makes it difficult for everyone to cope. We believe that Apple’s goal is to build a “clean” app store and crack down on external intervention that affects keyword rankings.
Action: What should we do? In response to the unstable intervention situation, some are happy while others are sad. During the unstable intervention period, products that still have budgets can still optimize their rankings and keywords through some actions.1. Get on the list . Those who do machine brushing can try to rush to the top of the list. Although rushing to the top of the list has also been affected to some extent, it is still effective. It should be noted that ranking will be relatively unstable at this time, and the risk of being delisted will increase. Moreover, the update time of the list is also very strange. Previously, it was generally updated every 2 hours. From before the Spring Festival to now, it is generally updated every four to five hours, and sometimes even takes seven or eight hours. 2. Optimize some keywords. The words with large scale in the points wall are no longer effective, so you can use some words with small scale and relatively low popularity. The failure of the points wall this time did not affect small-scale keywords, so this may be the only thing to do when a machine-generated studio cracks the algorithm and fails to deliver ads. In fact, the long-term instability of machine brushing and points wall was because it happened to coincide with the Spring Festival holiday, and the source of machine brushing was on vacation.
But now everyone has entered the working state, and I believe that there will soon be an organic source to crack the algorithm. There are already some signs that things are getting better.
We have discovered on February 6 that some popular keywords in certain applications can cause significant changes in rankings . This may be a sign that points walls and bots are returning.
Apple's frequent moves to standardize ASO must be a sign of deeper actions within Apple. Some people speculate that ASM is about to enter China, so Apple has been adjusting its algorithm ; others say that Apple is cracking down on the increasingly rampant behavior of financial products in the App store . We believe that these may be the reasons why Apple regulates the app store. However, facing the arrival of ASM, there will inevitably be new challenges in the collision with ASM. This may be an opportunity for ASO to be reborn. Although ASO is indeed becoming more and more difficult to do now, the battle of wits and courage between Apple and machine flash manufacturers will inevitably prompt ASO to continue to move forward, and even new intervention models may emerge.
