As Apple continues to update its gameplay, what opportunities and challenges will ASO face?

Currently, the number of apps in the App Store has reached 1.8 million, and it is no longer easy to stand out from tens of thousands of apps. ASO is never something that can be accomplished overnight; it is more like a protracted battle. In this battle, timely attention to and analysis of Apple's latest developments will help us grasp the direction of ASO. In 2015, Apple not only brought us many surprises in terms of smart hardware, but also provided us with more ways to play in terms of technology, data, etc. What opportunities and challenges do these new actions bring to ASO? Next, let’s review.

Apple's original search algorithm relies heavily on download volume and app rankings, which makes it difficult for small apps to compete with large apps with strong financial resources. In order to create a fair ecological environment, improve the visibility of applications, and provide users with a better search experience, Apple changed the algorithm again in November 2015. The more accurate new algorithm not only increases the number of relevant search results, but also brings us other new phenomena:

When you search for an app, apps in the same subcategory (competing apps) will appear in the search results.

The new algorithm automatically assigns many relevant keywords to the app, and these words that are not included in the app title and keyword field begin to have a greater impact on the app's search ranking.

Apps with similar core functionality and page elements will also appear in the search results. (Even if the keywords covered by the app do not match the keywords searched by the user.)

ASO Tips:

Choose the most appropriate category and subcategory for your app.

Optimize your app’s content and in-app purchases with effective keywords.

Focus on the first 55 characters of your app title and put the most important keywords at the very beginning of your app title, or before your app name. (These keywords can help the app maintain a higher search conversion rate, and a higher search conversion rate means a higher keyword ranking.)

Pay attention to relevant keywords and create long-tail keywords (when creating keywords in the keyword field, you can combine two or more words, especially don't miss the keywords in the application title).

Following the addition of the Food & Drink category in 2012, Apple introduced a brand new category in 2015 – Shopping. After the new category was officially launched, those applications related to shopping, price comparison, coupons, etc. that were originally included in the categories of life, food and drink were directly transferred to the "Shopping" category.

The fact that the categories were changed three years later is enough to prove how much importance Apple attaches to classification. The new category not only simplifies the search behavior of iOS users looking for shopping-related apps, but also provides opportunities for developers who want to improve the ranking of their apps in this category.

Notice:

In an official email, Apple advised developers not to add "shopping" to the keywords. This may be related to the fact that after the algorithm changes, the category names will be automatically assigned to the App's keywords. Repeated additions will waste space in the keyword field. Developers can consider accepting Apple’s suggestions!

In 2015, Apple officially launched the Apple Watch. Although its appearance is controversial, this long-awaited wearable device provides a new competitive platform for application developers.

At present, the competition in Apple Watch is not very fierce. If done well, it can greatly increase the number of app downloads and user activity. If your app really has a place on this always-on device, create a compatible version for the Apple Watch.

Notice:

With so little real estate available on a watch and limited attention span, a good user experience is critical.

When developing an app, you should pay full attention to the functions and features of the Apple Watch, such as being easy to carry around, being able to track and record data, and so on.

ASO Tips:

Make your app available for Apple Watch. (Even if the app is not suitable for operation on the wrist, it can be adapted to the Apple Watch. Universal apps are more in line with Apple's business model. Apple's boutique recommendation page often recommends related apps based on its new devices and new features. Adapting to Apple's business model will definitely give the app more opportunities for recommendation.)

Write words related to Apple Watch in the keyword field, and try to create some long-tail keywords with Apple Watch. These words can bring good volume to the app!

In addition to the above three actions, Apple brought us many more surprises in 2015, such as allowing ad blocking software to enter the App Store, introducing search API and Deep Linking technology, etc. Apple, a company that pursues perfection, will certainly pay attention to every factor and take the overall situation into consideration when taking action. Careful study of these new actions will definitely help us better grasp the direction of ASO and develop better optimization strategies.

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