From search rules to ranking optimization, 3 suggestions for ASO optimization

The concept of ASO has existed for a long time, but it really started to rise at the end of 2014. At the end of 2014, Apple changed its algorithm. The simple points wall could no longer impact the free list. The promotion method that could bring a large amount of traffic to CP was instantly blocked. At this time, ASO undoubtedly became a life-saving straw for the majority of CPs. So what exactly is ASO? Can ASO really bring some practical effects to CP? As an ASO practitioner, I will give an in-depth introduction from several points below.

1. What is ASO?

Apple App Store Optimization technology (App Store Optimization) is referred to as ASO. It is a promotion technology that uses App Store search rules and ranking rules to make APP easier for users to search.

1. What are search rules?

The search rules are mainly based on the application title, subtitle, keywords, and developer name set in the APP, and are used to perform effective search and display according to the matching degree and weight ratio. In layman's terms, it is the coverage of hot words that everyone has talked about. We will discuss this area specifically below.

2. What are the ranking rules?

The ranking rule is to calculate the search volume, download volume, activation volume, short-term activity, number of comments, etc. under a specific keyword based on all the applications displayed by the search rules, and then perform effective sorting rules in order from high to low. Ranking rules are also a commonly used optimization method, and are rules that many platforms on the market have been using for a long time. A special introduction to this aspect will also be given below.

2. Search rules-how to cover hot words?

The main optimization methods for hot word coverage are subtitles and keywords, and the weight distribution relationship is subtitles> keywords

1. Subtitle optimization

Under normal circumstances, subtitles are optimized based on two points:

① Based on product brand considerations;
② Emergency measures in case of difficulties encountered in ranking optimization. This method will be introduced in the introduction of ranking rules.

2. Keywords optimization

The official Apple Developer website stipulates that the submission range for keywords is 100 characters, which corresponds to 100 Chinese characters including separators in the Chinese region. Regarding keyword optimization, each company has its own tricks and routines. To sum up, there are only two points:

① Use other popular product brand words to increase sales. This approach is obvious, and its advantages and disadvantages are equally significant. When you submit keywords, they must pass Apple’s review. Of course, it doesn’t matter if they fail. At most you can correct them and submit again. When the words you want to use to increase traffic have passed the review, well, dear, congratulations, you have temporarily succeeded. When you have optimized your ranking to the top 3, you have truly boarded a big ship, because data shows that 90% of the traffic brought by searches is concentrated in the TOP3 products.

But don't be too happy too soon. At this time, you will face two tests. On the one hand, whether the APP you are piggybacking on will tolerate your piggybacking. When it reports you to Apple in anger, congratulations, you have been caught. There is an 80% chance that your piggybacking brand words will be blocked by Apple. On the other hand, when Apple proactively discovers that you are using irrelevant brand terms, it will automatically block related keywords. This is also the reason why many CPs have expressed concerns about why their products suddenly cannot be searched for certain words.

② Use neutral keywords with high relevance and fit. This method is standard and complies with Apple's rules, and there is no risk.
③ Share a set of data on the relationship between hot word weights and natural quantities (thanks to the chief experience engineer for providing the data).

● Weight 4600-5000, natural downloads 200-500;
● Weight 5000-6000, natural download volume 500-1000;
● Weight 6000-7000, natural downloads 1000-2000;
● Weight 7000-8000, natural download volume 2000-4000;
● Weight 8000+, natural downloads 10000+.

The above natural download volume refers to the total natural volume of all ranked APPs under a certain keyword. Why does the popularity of this set of data start from 4600? Because words below 4600 are basically ineffective for optimization, so don’t waste your energy and money on them. The higher the heat, the greater the magnitude of optimization required. The following is an introduction to ranking rule optimization.

3. Ranking rules-How to optimize ranking?

At the beginning of the article, it was introduced that the factors that affect search rankings include: search volume, download volume, activation volume, short-term activity, number of comments, etc. Several platforms on the market also use these parameters to achieve this. At the end of the article, I will also recommend some more reliable platforms on the market. I hope it will be helpful to everyone. Here comes the dry goods.

1. How much is needed to optimize a word?

There are several main factors that affect the optimization level:

① The weight of the product itself

There are many factors that affect the weight of the product itself, including the number of users, activity, new additions, etc. When a product is really terrible, even if it is optimized to the first place through channels, it will eventually be replaced by other products, unless it is really rich. The product itself is the real king, and optimization is just a means to add icing on the cake and increase product exposure.

② Keyword weight

The weight of each keyword is different. The more popular the word, the higher the product weight, and the more natural traffic it brings. Of course, high returns correspond to high risks. The higher the weight, the greater the difficulty and risk of operation. Therefore, it is very important to choose a platform. The user quality of the platform directly corresponds to the high risk factor. Choosing a reliable platform will help you avoid many detours.

③ Ranking of apps under keywords

The ranking of keyword APP has a direct impact on optimization. For example, for APPs ranked outside the top 100, few users search and download them. In this case, is there no future for the keyword you are optimistic about? NO, when God closes a door, he will definitely leave a window for you. Of course, in this case, God has left two windows for you.

The first window: subtitle optimization. When you find that your keyword is ranked hundreds of miles away, resolutely put this keyword in your subtitle. After the updated version, you will find that the ranking of the keyword you are concerned about will rush forward like a rocket.

The second window: When you do not want to change the subtitle based on brand considerations, then you should be down-to-earth and start by optimizing the keywords with large optimization space. When optimizing these words, the weight of the product will be greatly improved, and the rankings of all keywords under the corresponding APP will steadily increase. Although it is not as simple and crude as the subtitle, it is indeed a path to healthy development.

2. A set of data sharing on optimizing search rankings from 100 to TOP3 (thanks to the chief experience engineer for providing the data)

Because of the uncertainty and real-time nature of product weight, keyword weight, and keyword ranking, the following data is for rough reference only.

● Weight 4600-5000, Quantity 2000-5000;
● Weight 5000-6000, Quantity 3000-7000;
● Weight 6000-7000, Magnitude 6000-10000;
● Weight 7000-8000, Quantity 8000-15000;
● Weight 8000+, Level 15000+.