60% of users actively search for apps — App Store ASO Strategy

ASO optimization refers to the keyword ranking search optimization of the app store . According to the custom logic and weight ratio of the app store, the higher the ranking, the higher the exposure and the greater the download volume of the product. Moreover, the usage habits of mobile Internet users are becoming more and more rational, and they are no longer mainly looking at the popular recommendations of various app stores. Here I will focus on sharing with you the practical application strategies of ASO in the current context.

Statistics show that currently 60%-70% of users' downloads are completed through active searches, and these users are also very active in the later stages. The quality of users is usually relatively high. CPs can obtain more downloads by covering more keywords and improving the ranking of their products in hot words. To do ASO well, you must first clarify three goals:

① It promotes more brand exposure;
② To cover hot words and acquire more natural high-quality users;
③ Improve the search result ranking of your own keywords and increase the proportion of downloads.

1. ASO Optimization of Android Store

There are many Android stores in China, and each has different standards. The keywords and search results of each store are often partially controlled by operations, partially sold, and partially used as non-standard resources. Specific analysis is required for each market. The overall idea can be expressed as: hot word optimization + download volume optimization + comment optimization + product level optimization + event exposure + special topic exposure + list exposure .

1. Hot word optimization mainly involves submitting in the background to cover more hot words, mainly considering product names, product introductions, and keywords. Of course, the risk of hot word conflicts should be avoided when covering. For details, you can refer to the hot word coverage library of each company and the suggestions of other professional teams.
2. Download volume optimization is mainly achieved through internal activity diversion or other operational methods. Download volume is optimized according to the safety value, which can be reflected in the app store soaring list and other lists.
3. Comment optimization is mainly achieved through internal user guidance to improve comment ratings.
4. Product level optimization mainly requires more contact with the store operations, mainly participating in some store planning activities, actively developing and sharing capabilities, and other cooperation, which can increase some product level points and facilitate communication and operations in business.
5. Exposure through activities, etc.: The main purpose is to occupy more exposure positions in the store. For locations with high exposure, such as event pages, special pages, and rankings, business and app stores need to maintain constant communication to strive for more exposure.

2. ASO Optimization of Apple Store

Specifically for IOS, due to its single channel, it is mainly optimized for APPSTORE. According to the experience of predecessors and the author himself, the main ideas of optimization are: hot word coverage + list optimization + search ranking optimization + comment optimization, which will be explained below.

1. Hot word coverage: Apple allows hot word coverage within 100 words. It is recommended to cover more product-related hot words and hot words with high popularity. The main thing is to avoid the risk of hot word conflicts and avoid complaints from competing products ;
2. List optimization: focus on the position in the free list, best-selling list, and category list. In the past, it was mainly operated through the points wall, but now it is mainly operated through the WeChat points wall. The specific level can be negotiated.
3. Search ranking optimization: Improve the ranking of products in hot word search results. The idea is to improve search rankings and increase exposure. It is mainly completed through search, download, activation and other actions. When cooperating with channels, businesses should pay attention to the authenticity of the IOS genuine volume of the channel.
4. Review optimization: In the past, it was mainly external procurement, but now the risk is relatively high, so reviews are mainly guided internally . I once used this method to raise the app's rating from half a star to four and a half stars in less than a month.

In addition, everyone should have noticed the changes in APPSTORE's popular search list in the past year. Various major CPs are competing to appear on the list. The mystery here is self-evident. Well, here we mainly talked about the main principles and processing methods of ASO. Different CPs must have different methods on the road to ASO optimization. Each CP needs to analyze the different operations according to its own situation. Next time, I will find a chance to tell you some specific practical cases.

APP Top Promotion (www.opp2.com) is the top Apple and Android application APP promotion platform in China, focusing on mobile promotion operations, research on ASO algorithm rules to optimize rankings, market channel promotion, WeChat marketing promotion, App marketing promotion experience case sharing, and App promotion marketing information.

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