ASO Optimization: When users search for APP, what are they searching for?

Introduction:

With the rise of mobile Internet, ASO (App Store Optimization) has become increasingly important, and its status is gradually on par with SEO. Many APP developers have already taken ASO effect as one of the evaluation indicators and set up full-time ASO personnel. The ASO manager of a well-known APP once complained to Bamei: The boss would change the search terms every few days to search for their own APP in the Apple Store. Once they found that the ranking was outside the top 5 or a competing APP appeared in the popular searches, they would come to blame them, making them scared every day. However, the result of my fear was that I had to do a good job in ASO, and the APP's ranking was relatively stable and high, and the number of natural downloads obtained from the AppStore was enough to make me happy.

The data shows that 75% of users obtain APP through the search function, and 70% of the traffic is divided among the top three search hot words. The importance of ASO is evident. Now we will share the "private goods" of the ASO person in charge with you for learning.

Better to spend a week doing homework than a year learning lessons

Before conducting ASO, you first need to analyze the relevant data. Knowing yourself and your enemy will help you achieve the best optimization results. The "other" here includes multiple types of objects: Apple Store, competing apps, and user groups.

1. Brand words: A large number of users search for brand words in the App Store after being exposed to brand advertisements or receiving promotions from friends and relatives. Therefore, own brand words should be optimized first. Ensuring that your own brand words rank first in search results is also a part of brand building.

2. Industry terms: First, analyze the industry and understand the distribution of popular apps in the upstream and downstream of the industry. For example, for travel apps, guides, hotels, tickets, attractions, and air tickets are all popular words in the industry. In addition, you can also check the number of search results for each related word in the AppStore. The number of search results shows the public's judgment on the search term and is also of reference value.

3. Competitive words: Understand the leading apps in the industry, such as Ctrip, Qunar, Tuniu, etc. in the travel category. Because users are accustomed to searching for big brands when downloading apps, it is more cost-effective for new apps to attract users by relying on the traffic from hot words of big brands when the funding is relatively limited. In addition, it is also necessary to obtain data such as the main competitors' hot word coverage, application weight, and ranking status. Compare and analyze these data with your own data to identify gaps and breakthroughs to facilitate strategy formulation.

4. User analysis: There are already many data analysis tools in China for users' hot search terms, such as AppDuu's competitive data analysis. It is also recommended to use several other tools such as App Radar, ASOU, AppAnnie, etc. for reference. In addition, user analysis can also include the target users’ APP acquisition channels. Using these channels to output your own brand may not get you the download right away, but it will be the fastest way to gain favor in future search results. Meituan once adopted the form of giving takeaway restaurants lunch boxes with its own QR code stickers, accurately achieving its own brand promotion.

Is it a chicken and egg problem to attract a large number of users to download and to rank at the top?

In the Apple Store's ranking weights, user behavior data such as downloads and comments are particularly important and will directly affect the ranking of the APP. Therefore, platforms that directly pass on the promotion fees to users and generate reward-based promotions have emerged. Combined with brand advertising and product experience optimization, it will achieve twice the result with half the effort.

1. Task recommendation: Use bonuses to encourage real users to search, download and try the app, thereby increasing the weight of the app in the AppStore, leading to an increase in the list or keyword rankings, and bringing a large number of natural users to the app in a short period of time. According to Chen Long, head of operations at Youqian, an incentive-based mobile application distribution advertising platform, such platforms currently have relatively fixed APP distribution times, coupled with the incentive of instant bonuses, and have accumulated a large number of high-quality iPhone users. Because it avoids the problem of low conversion rate of brand advertising and minimizes promotion costs, the download cost of a single APP is only 2-3 yuan, so it is widely popular and has become a must-have for the promotion of large and small APPs.

2. Social marketing: Social marketing is also an important step in laying a good foundation for ASO. To carry out marketing promotion on WeChat and Weibo, there are many forms, such as prize-giving activities, cooperative promotion with grassroots accounts, Weibo Fans Channel and Tencent Guangdiantong advertising. In addition, we can also use PR soft articles to guide users to become interested in the APP, and then generate corresponding searches and downloads in the APP STORE.

3. Mobile alliance advertising: When products such as App Store and App Store are relatively mature, you can seek out high-quality mobile alliance resources in the industry for cooperation. You need to continuously test and optimize the data of various channels based on parameters such as user acquisition cost, single usage duration, and next-day retention rate. Select the most suitable mobile alliance channel for advertising, and continuously monitor and optimize the advertising effect to improve the conversion rate of App promotion.

In Xi Murong's most popular poem "A Flowering Tree" there is a classic confession: "How to make you meet me at my most beautiful moment." How to meet - Doing ASO well is only the first hurdle, and the following "in my most beautiful moment" is also the key to determine the outcome. If the APPs that have successfully occupied a high position want to win the hearts of users in a short period of time, they must rely on tasteful icons, UIs that demonstrate excellent user experience, and brief but powerful application introductions that hit the users' needs in order to successfully sell themselves.

The era of sustained high growth in the demographic dividend and abundant money of the past few years is coming to an end. The road to gaining recognition from users requires daily hard work.

APP Top Promotion (www.opp2.com) is the top mobile application promotion information sharing platform in China, focusing on Apple and Android application promotion and operation methods, experience and skills, channel ASO optimization, and App marketing information free sharing. Welcome to follow the official WeChat account (appganhuo).

This article is compiled and published by APP Top Promotion. Reprinting must include a link to this article. Violators will be held accountable.