There is a line in “See You Tomorrow”, “I have heard a lot of great truths, but I still can’t live a good life.” This is self-mockery, but also helplessness. In three months, Zimu went from being a novice in ASO to having some basic knowledge. He has read over a hundred articles about ASO and deeply felt the difficulty of doing ASO from scratch. I dare not say that what I write is very professional, but at least as far as my own products are concerned, I have experienced the pleasure of doubling the downloads, and also the joy of continuous trial and error and verifiable growth!In my opinion, the ASO optimization process is like the process of a martial arts master in Jin Yong's novels developing unique skills. First find the martial arts secrets circulating in the world, and then continue to study each move and practice each move to master the unparalleled martial arts!Chapter 1: The Secret Book That Cannot Be Understood, the Sword That Cannot Be Wielded1. What is ASO?ASO, the full name of which is AppStore Optimization, is a promotion method that uses AppStore search rules and ranking rules to make apps easier for users to search or see. Usually, what we call ASO refers to keyword ranking optimization.2. 10 factors that affect ASO optimization results1. APP name, 2. Subtitle, 3. Icon, 4. Screenshots + videos, 5. Application description, 6. User reviews, 7. Keywords, 8. APP installation volume, 9. Number of active users, active user ratio and user retention, 10. Social sharing data ( exposure ).3. Common third-party ASO optimization principlesHere is an example of a platform. Their basic approach is: it is a platform itself with a large number of real users. The platform sets tasks, and users get rewards in an interactive form by completing tasks. It sets appropriate keywords, allows users to search for keywords to download designated apps, and improves the ranking of their own apps with these keywords. This is a way to obtain natural traffic. This approach eliminates the risks brought by machine- generated rankings and avoids delisting and demotion. Overall, it is very scientific and reliable!4. Where does AppStore traffic come from?AppStore traffic = featured recommendations + rankings + category lists + search, but most apps cannot be included in the featured recommendations, and it is also difficult for an app to enter the top 150 of the overall list, which is ranked according to download volume, sales, etc.5. AppStore search weight rankingGenerally speaking, the industry generally agrees that the ranking is:App name > App keywords > App Description > IAP item Name/DescriptionThat is: app name > app keywords > app description > in-app purchase name or description.Why is it sorted like this?If anyone has ever understood or done SEO , then Appname is just like the impact of the "Title" tag on the website. If not, judging from the data that 75% of users obtain APP functions through search, its importance is self-evident! App keywords are the core of the entire ASO optimization. The value brought by 100 characters is extraordinary! The last two can basically be regarded as supplements to keyword settings and will not be explained in detail.6. What tools can be used to assist optimization?1. Appinghttp://www.appying.com/Function introduction:1. iOS operation auxiliary tool2. App operation promotion materialsReason for recommendation:Although I have only simply listed two functions here, those who have used it will definitely know that this website is definitely not that simple! This is a very good APP operation website, which will have many articles introducing the latest App marketing and promotion technologies at home and abroad. It not only provides iOS operation auxiliary tools, but also has many friends or experts who are willing to share their promotion cases. Not only can you learn here, but you can also use various auxiliary tools to practice, so hurry up and explore!I would like to emphasize that the application description template they provide is still very instructive. If you don’t know how to write an application description at the beginning, you can refer to it~2. ASO100http://aso100.com/Basic functions:1. Real-time hot search: You can view the latest hot word searches, which can be used to assist in keyword selection.2. Search index ranking: The search index of high-frequency keywords is ranked by category. You can see the most frequently searched keywords in each category, the corresponding number of searches, and the top-ranked products.3. Aso Optimization Assistant: When setting the application name + keyword, it can be used to detect whether it exceeds the specified characters.Core functions:1. Real-time ranking: You can see the ranking of products in the category according to the date.2. Keywords | ASO: You can not only see the number of covered keywords, but also the number of keywords that appear in the TOP10. You can also see the real-time changes of each word. Including (ranking, search results, search index)3. Comparison with competitors: You can see the gap between you and your competitors after optimization, and you know the result.Recommended reason:Overall, it is a very good ASO optimization auxiliary tool. It is free to register and use, and the data is updated quickly. It integrates and optimizes multiple functions. When App Annie was blocked, it was great news for all operators!3. AppDuuhttp://www.appduu.com/Basic functions:1. Snapshot of overall ranking history2. Free | Paid | Best-selling overall ranking (top 1500)3. Popular search terms4. AppStore searchExclusive tools:1. Comprehensive search2. Keyword expansion3. Chinese word segmentation toolReason for recommendation:Obviously, everyone must have noticed that after I introduced ASO100, I did not introduce the functions of other tools in detail. After all, they are all doing the same thing, so it is reasonable that their functions are very different. Here I would like to focus on the tools I use most often from Appduu.1. Keyword expansion + Chinese word segmentation toolWhy are the two put together? The main reason is that they are both designed to assist in selecting keyword applications. In the subsequent keyword selection, we will explain in detail how to use these two tools.2. Data snapshotRegarding this function, the official explanation is clear: → " App operation is a gradual process. You can create data snapshots as important reference data for future App operation results." It should be noted that the interval between snapshot creation is at least 7 days. That is to say, you can use snapshots every 7 days to record the effect of optimization.4. Asouhttp://www.asou.com/Basic functions1, application information2, keyword tracking3, ASO indexRecommended reason:As an auxiliary tool, I personally often use the function of viewing the "application information", where the update time, version number, application description, screenshots, etc. can be clearly seen. I think everyone can relate to the experience of going to Apple's official website to watch these contents. Of course, if you are a caring person, you will realize that this is perfect for competitive product analysis.5. Application Radarhttp://ann9.com/Recommended reason:This website is great, both in terms of content and functions, it can provide a lot of help! I believe many people know about it and have used it. I won’t go into too much detail here, just explore it yourself! If you are interested, you can add me on WeChat and I will give you the product manual of this website!summary:At this point, I have shared with you the contents of the first chapter about secrets and swords. The main purpose is to help everyone sort out the basic knowledge layer by layer to guide the establishment of optimization processes. If you don’t have a relatively clear understanding of the ASO principle, it is easy to get confused in actual operation.At the same time, I am very grateful to those friends who gave me guidance. I am not a talented person, but I have collected the best ideas from everyone and compiled some content on ASO optimization to share with you! The next chapter will talk about how to integrate and successfully practice each move and each form!Chapter 2: Practice in the right way, starting from childhood!I believe that after reading the first chapter, you will have a certain understanding of what ASO is and its principles. This chapter will use theory to guide practice, practicing each move and developing unique skills.1. Among the top 10 factors, who do you prefer?"Of course it's the keyword. Isn't it necessary to continuously optimize it? How can we not prefer it!" I guess many people would think so and put all their energy on this. Of course, we cannot deny the importance of those 100 characters, but since we know that the most important factor in the App Store is the APP name, why not start from the beginning? What we need to do is to launch a product and make it as well-known as WeChat!So, if you don’t have the huge traffic of BAT, then you must consider the later product publicity and operational promotion when you first decide on the product name!Second, where do keywords come from?The selection of keywords has always been a headache for many friends, and I have suffered from it too! In the process of continuous summary and exploration, here we mainly help you expand your thinking from the following dimensions.Matching degree: The words that are highly correlated with the product are the matching degree, which includes the following 4 points.1. Words related to the APP name2. Words related to the target audience of the app3. Words related to the APP business level4. Competitive words and competitive keywordsWe all know that highly matched words can achieve more effective conversions, and starting from these 5 points can provide us with more "spare tires" for later word screening and also expand ideas for brainstorming.Competition: The degree of competition for a particular keyword is mainly caused by two factors.1. There will definitely be many apps in a field, so it is destined that everyone will use a certain word. These apps will make this word very popular, which will bring about competition.2. Your own APP competes with other people’s APPs in ranking for a certain word. Both want to have a high ranking for this word, which is also competition.ps: (Before iOS9, I judged the competitiveness of a word by looking at the number of apps related to a specific word in the AppStore. How do I judge it now? I'd better study it myself~)Some people may think that there is no difference between these two points. Simply put, the impact of the first point will make a certain word popular, thus bringing the possibility of competition; while the second point is more of an artificial competition. The higher the cost invested by each person, the hotter the word, and the greater the competition!Popularity: The words that are searched the most times are the words with high popularity. A few points to note:1. It should be strongly related to your own APP2. Your own APP can be ranked in front of the hot word3. When checking the popularity of the analysis words, it is recommended to use the ASOU index to evaluate the present and the Baidu index to predict the future, so as to avoid losing more than the gain on the words that are temporarily popular!All in all, the ideal situation is to find keywords with high matching, low competition and high popularity. So you need such a table to combine analysis and filter to find those suitable keywords, and then filter out the most efficient 100 characters. Do you want to know how to know the popularity and competitiveness of a certain word? How do you know what keywords your competitors are using? Please read the contents of the first chapter. What you learn from books is always superficial. You must practice it yourself to truly understand it!3. How to optimize the ranking after selection?Ha, another headache! I won’t keep you in suspense. Here are two versions: the rich version and the loser version!Diaosi version(I can’t help it, I’m also a diaosi…)If you laughed or you don’t have money in your pocket to do promotion, then congratulations. What you need to do is very simple, that is, to do the following points to the extreme! What you should be afraid of is not that the local tycoons are rich, but that the local tycoons who are rich are more dedicated and have better execution ability than you!1. IconIf your product is not online yet, then congratulations, you still have the opportunity to make a beautiful icon! Don’t ask me why, in this day and age everything is based on appearance! Don’t deny that you are obsessed with looks! I won’t put those ugly icons on the desktop. You can’t imagine how much this small icon affects the conversion rate ... After reading this, if you are not satisfied with the icon of your product and it has already been launched, don’t worry, there are still ways to make up for it!2. Simple and stylish screenshotsPlease stop simply taking screenshots of product function images with your mobile phone and uploading them to get the job done! You are ugly, why don’t you wear some nice clothes! If you think you have no taste and your own UI design has no taste, then go and see how others do it. Here we recommend the "UC Browser ", "Toutiao", and "Want to Go" formats. As a Chinese, I don’t need to teach you what to do next, you should know it! If you can make a video, that would be awesome!3. ClickbaitAs a hard-working operator, I know that I often have no say in the name of a product, but there is always a way out! There is also a subtitle! The subtitle is not only a test of your word selection skills, but also a test of whether you are an excellent title party!4. Compare IQ and show your skillsWhether you are a self-indulgent X-type copywriter or a Y-type copywriter with a user experience perspective. If you don’t know how to write the format when writing the application description, please read the first chapter yourself. The rest of you, please learn from the great guy in the picture! (When learning, please look for the bright spots. As for whether it is really useful, how can you know if you haven’t tried it!)5. EvaluationLosers also have integrity! His importance is self-evident. I spent all my money on it! However, there are still risks in brushing reviews, so I remind everyone to find reliable channel providers to do it to avoid unnecessary trouble! If you want better results, write your own reviews and provide them to channel partners. In this way, the coverage of keywords is under your control. However, I want to say that this matter almost exhausted the baby...6. ExposureI don’t know how a newly launched APP can become popular so quickly. However, I know that the following methods will definitely increase your APP’s exposure! Thereby indirectly affecting the download conversion rate.(1) You have to apply for the free Baidu Encyclopedia yourself. The encyclopedia does not allow you to post download links. After the application is successful, you can always generate a QR code with a download link and post it there.(2) Tieba: This is a very good resource for me. Because I was a small bartender when I was in college, I still have some resources now. However, I suggest that for resources like Tieba, which already have relatively loyal users, you should wait until the product is 70-80% polished before using it. Otherwise, your imagined “word-of-mouth communication” might actually succeed!(3) When you see something you want to vomit on Zhihu, Weibo, WeChat, and other forums, ask yourself if you have done anything to do it or have made any preparations. Let me mention Weibo here. Who of you would say what to do if you don’t have fans? If you don’t have fans, then neither do your competitors? You can freely write something in the fan comments of your competitors~ Ahem, enough!7. Active UsersWith high-quality content, all you have to do is work with the product manager to find ways to continuously wake up each APP through push . So the question is, which one will you click on among the many message notifications? It all depends on the copywriting. The push copywriting of the game "Asphalt" that we usually play is varied and thoughtful. Why not check it out when you want to relax and have fun!Tyrant EditionThe rich like things to be simple and crude, so it can be roughly divided into three stages. (Diaosi simply talks too much...)Phase 1:The overall keyword ranking is low, and the basic weights such as daily additions, daily activity, activation, and retention are low. The overall weight of the APP can be increased by using external traffic diversion such as Guangdiantongand Fanstong , which takes about one to two weeks.Phase 2:After the external traffic is successfully diverted, the overall weight increases and you start selecting appropriate keywords for optimization. Generally speaking, it is recommended to select the top ten rankings for ASO. The required CPA level should be determined based on the analysis of competition and data analysis of similar products. In the absence of competitors targeting this keyword at the same time, the ranking can generally be maintained stable for two weeks to a month.Phase 3:When the new version is optimized, start using analysis tools to reselect keywords. Prepare for the next version optimization. Here are the tips:To piggyback on the competition: Add the names of competing apps that are doing well to your own keywords. When users search for those app names, they can see your app and may choose to download it, thereby achieving the goal of weakening your competitors and enhancing your own strength.Optimize timeIn terms of time selection, generally, the weight of a new version will be reduced after it is launched. In order to protect the APP, the APPstore will set a 3-7-day protection period for the new version, starting from the day of launch. Therefore, generally, word selection and optimization will begin when the new version is launched.Ps: As a loser, I know that the rich have already done the previous things very nicely!Final wordsTwo weeks, more than one year of operational experience . As a newbie, I can’t say that everything I share is valuable information ! The seemingly eloquent thousands of words may make you feel very impressive, but it is not the case! The reason why I mentioned the sentence "I have heard a lot of truths, but still can't live a good life" at the beginning of the first chapter is that what I actually want to say is that we have come across so much useful information about ASO! After so many great people have shared their ideas, only a few actually put them into practice and conduct research. I hope that everyone will explore before asking questions in actual practice, and develop the habit of asking questions with solutions.Finally, I would like to thank all the friends who have given support and help. Social networks allow us to constantly reorganize and connect our relationships. It is also a great blessing to be able to communicate and learn with everyone in such an environment!
![[Practical Tips] Frontline marketing personnel have contributed all their ASO knowledge!](/upload/images/67cc40bf827ed.webp)
