For those who are new to ASO operations, how to do ASO!

If you want to do your work well, you must first sharpen your tools. Focus on analyzing an app, introduce various tools, understand the comprehensive situation of an app, discover competitors' keywords, build a library of alternative keywords, filter keywords based on keyword popularity, and get the final keyword version uploaded to the app store.

In line with the principle of helping Lei Lei to share the burden, I have previously submitted an article to Lei Lei. As a result, many friends came to me to talk about ASO , operations, and entrepreneurship, and some friends asked me to recommend some people. Suddenly, I was overwhelmed with fear. I just got started a little early and shared some humble opinions, but I was encouraged, so I decided to write another article. This time, we will focus on one topic, which is practical operations. We will focus on analyzing an application and provide some solutions. These may not be the most effective (because the process itself is an iterative process), but what we can guarantee is that it is definitely a direction that can be optimized.

Let’s take [Rejian] as an example for analysis. The operation partner of [Rejian] talked to me, and after the communication, I found that my previous articles were still too simple and hasty. Therefore, this time we will introduce each step of keyword selection in detail. Thanks again to [Rejian] for being willing to serve as a guinea pig. (*^__^*)

Tools: App Annie, App Radar

The ranking of an app in the overall list and category list can roughly reflect the operating status of an app. So, let’s take a moment to look at the rankings on the list. The picture below is the result displayed by app annie. App annie can display up to 1500 rankings in the overall list.

In addition, we can also use App Radar to view the rankings. App Radar can only display up to 1000 in the total ranking.

However, one advantage of App Radar is that you can view the real-time rankings for each period over the past three days. If you do a promotion for a certain period of time, you can clearly see the increase in rankings (generally speaking, the ranking changes will occur 2-3 hours after the promotion). App Annie does not have rankings for each time period, so App Radar is generally used.

in conclusion:

We can see that [Rejian] is ranked around 60th in health and fitness, and around 1500th in the overall ranking.

Tool: appannie

2.1 Understand the current keywords of [heat health]

We can get the following two pieces of information

(1) The ranking has risen, which at least conveys a message that the keyword [热健] is developing in a positive direction, indicating that the partners in charge of operations have indeed made certain efforts.

(2) Most of the rankings are quite low, with only two brand words ranking top 1, which means there is still a lot of room for keyword optimization.

2.2 Keyword traffic size

Tools: appyinghttp://tools.appying.com/apphot.html

Let’s take a look at the traffic of the top-ranked keywords. These keywords largely determine the daily number of new users of the app. The size of the traffic is largely related to the popularity of the search. We can use appying to view the search popularity of keywords. The following figure shows the popularity of the keyword [fit].

We can find that the popularity of the keyword fit is 4611. In the same way, we can get the popularity of other keywords.

We can find that the heat of [热健] is higher than the other two. Maybe you have no idea about popularity, so let’s take a look at the popularity of a few keywords.

Heat reflects the popularity of the search, and the value corresponds to the amount of traffic. Generally speaking, there are very few keywords with a popularity lower than 4600. As for how many search volumes each value corresponds to, please use your imagination. If you have difficulty understanding, you can add me, Mason QQ379248895, the code name is [girl].

3.1 Discover your competitors’ keywords

Tool: appannie

Competitors: Fitness Plan, Super Weight Loss King, Keep, Hot Fitness, Mint, Dongdong

We still use App Annie to get the keywords of competitors (ps: these keywords may not be the keywords actually set by competitors, they are just the results of analysis by the third-party tool App Annie, but they are very valuable for reference. In addition, I am a bit lazy, so I will not record some of the repetitive ones later)

Fitness Program:

keep, fitness, head coach, coach, bodybuilding, best, slimming calories, yoga fitness, mint, fitness weight loss, running, yoga, exercise, slimming, slimming, weight loss

Super Weight Loss King:

weight loss, slimming assistant, body slimming, healthy slimming, weight loss plan, Copenhagen, menstrual diet, beauty and body, healthy diet recipes, calories, slimming calories, exercise, beauty recipes, health regimen, beauty regimen, pedometer, health plan, health recipes, menstrual recipes, health regimen, menstruation, menstruation

keep:

keep, coach, sports heart rate calculation, calorie health calculator, sports weight loss calculator, running expert, health index, calorie calculator, yoga coach video, men's health, running control, cycling assistant, cycling control, professional fitness, Zheng Duoyan, bodybuilding, weight loss expert, yoga fitness

Hot Fitness:

fitness, head coach, coach, bodybuilding, weight loss calories, yoga fitness, mint, fitness weight loss, running, yoga, exercise, weight loss, weight loss

Mint:

weight loss methods, weight loss plans, weight loss, calories, weight loss calories, healthy weight loss, weight loss, fitness weight loss, physiology, health plan, yoga fitness, yoga, recipes, plan, health

Movement:

head coach, pedometer, running, exercise, fitness and weight loss, weight loss, clock in, exercise, diabetes, blood pressure, hypertension, menstruation, pregnancy

3.2 Select keywords

Tool: appying

We select keywords without duplication from each competitor's keywords to build our alternative keyword library. Afterwards, use the search tool to check the popularity of each item, and use Excel to sort them from low to high.

My suggestion is that for applications that are just starting to use keywords, you should first add keywords with low popularity. The reason is that keywords with low popularity have less competition and lower difficulty. If you choose popular keywords such as [fitness] and [sports] at the beginning, your app will be ranked very low in the search results for these keywords, which means there will be almost no traffic.

3.3 Have you exceeded the 100-character limit?

Tool: appying

Another step here is to prepare brand words, but I think every operator should be very familiar with their own brand words, so I won’t introduce them here.

We add the prepared brand words and keywords obtained based on popularity into keywords.

We will find that there are still too many keywords. After all, it is a library of alternative keywords, so we have to reluctantly delete them from the back to the front and remove some popular keywords.

Then we got the final 100-character keywords we submitted.

Q: When a new application starts to optimize keywords, are related words given a higher priority than brand words?

A: This is how I understand it. Take [热健] as an example. When [热健] was first promoted, most people found [热健] not through keywords like [健身]. Because at the beginning, [健身] must be ranked very low, and more users find it through brand words such as [热健] or [rui]. Why? [Brand word] has an advantage, which is that the search result set is small or even unique. Therefore, brand words are very important at any stage. Of course, associated words that are not very difficult are also a must in the early stages.

Q: Zuji is very popular. We will submit this keyword in the next version.

Answer: This phenomenon is actually common. When you find that some words are very popular, you think about adding these keywords. In fact, this doesn’t mean much, because for popular words, everyone wants to be ranked first, so it will definitely not be your turn. So, it is better to choose some less difficult tasks and do them slowly. As I said, users are accumulated slowly.