ASO optimization: the main factors affecting ASO, key points of optimization at the APP product level!

As of April this year, the total number of applications in the App Store has reached 1.5 million. One can imagine how fierce the competition for APP promotion is. APP operations colleagues rack their brains every day to come up with plans and event reports. They do not miss any free channels and also compare prices of paid channels again and again. But I firmly believe that ASO is the first step in user promotion. If you do it well, your user operation will definitely be twice as effective with half the effort. Today I will talk to you about the first step of ASO work: product-level optimization. The following content is all very useful information, so please take out your notebook and take notes!

1. Main factors affecting ASO

1. Application name;

2. Keywords or tags of the application;

3. Description of the application;

4. Application Icon;

5. Screenshots and videos of the application;

6. User reviews;

7. Number of app installations;

8. Number of active users, proportion of active users, short-term user retention, etc.;

9. Data shared socially.

2. Key points for product-level optimization

Product-level optimization mainly refers to optimizing the weight of keywords (i.e. keyword ranking). As for the content that can be optimized at present, it mainly includes APP Title (application name)/Keywords/Description/Comments. Sorting by weight: APP Title>Keywords>Description>User Comments.

1. APP Title Writing Rules

1) APP Title allows 255 bytes, about 90 characters. In principle, all characters should be fully utilized; for example, "Fun Niu Niu - the most casual game in history, Tiantian QQ WeChat Boyi Space Speed ​​​​Cheating Bubble Dragon 12306 Dog Wo Domi Shrimp Music Rhythm Master, Find Your Sister Cool Run Defend the Radish Momo Browser Love Elimination yyppstv, Poker National Hero NBA Quick Broadcast League Magic Camera Landlord Fengxing Sing Bar". As Apple's review becomes increasingly strict, simply piling up hot words will not work. When filling the APP Title with hot words, it is necessary to ensure that the sentences are smooth and there are no contradictions (the Chinese comprehension ability of Apple reviewers has improved by leaps and bounds in the past two years).

2) The weights of APP Title and Keywords cannot be superimposed. If a word appears in the Title, it is best not to appear in the Keywords to avoid wasting characters.

3) The APP Title is in the form of a main title plus a subtitle. The main title is the APP name, and the subtitle introduces the function of the APP and increases the weight of core keywords, such as "Today's Headlines - Personalized reading recommendation platform, customize your news information."

4) Take advantage of the high weight of the subtitle and adopt a rotation strategy to optimize each core keyword. When the existing core keywords are ranked high, select other core keywords.

2. Keywords writing rules

1) Keywords have a total of 100 characters. The closer the keyword is to the front, the greater its weight.

2) Those with no search ranking, no popularity, and meaningless word segmentation will be deleted in the next version.

3) The core keywords must be placed in the subtitle of the APP Title.

4) Analyze a large number of keywords of competitors, compare their popularity, and build a hot word library for your own APP.

5) Select 10 competing products and sort them in descending order of popularity. The top 5 competing product words can be placed in Keywords.

3. Description writing rules

1) The descriptive word count should be controlled within 300-500, and the core keywords should appear 8-12 times.

2) It is best to include the company’s contact information, such as official account/Weibo account/service QQ/QQ group, etc.

3) The keywords that appear in the description are mainly a supplement to Keywords. The weight of Keywords and the weight of description can be superimposed.

4. User review writing rules

Since Apple cracked down on ranking manipulation in the second half of last year, the weight of downloads and comments has been gradually lowered, especially for accounts with low weight to begin with. Downloads and comments have almost no impact on the weight of the APP, unless the volume is piled up, but doing so is very risky. Even though the weight of comments has been lowered accordingly, it still accounts for a very large proportion, giving rise to the current business of real account comments. When making comments, write them in advance. If you want to focus on optimizing certain keywords, you can make these keywords appear frequently in each comment. This operation will greatly help improve the keyword ranking.

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