You are obsessed with “growth hacking”, but you still don’t learn some tips on “attracting new users”
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Search engine mechanism 1. Search mechanism As a content platform, AppStore is similar to Baidu, Google and even WeChat . As long as there is content and text, there needs to be income and unlocking . Let’s take two sets of examples to look at the search engine algorithm of the Apple App Store. When different users want to obtain a novel application, the input forms are different. From the above picture, we can see that the search results of entering the keywords novel, "novel", and xiaoshuo are completely different. However, when adding different symbols in front of the keywords, their search results are surprisingly consistent. So after a simple comparison of these two sets of results, we can find the following commonalities: 1) In the entire search algorithm, the AppStore search engine recognizes letters/numbers/Chinese characters/punctuation marks, splits them independently, and then makes different combinations after the splitting to generate corresponding search matches. Different combinations will produce different search results. 2) The recognition effect of different punctuation combinations is the same. The AppStore has recognition for punctuation marks. 3) Space characters will not be recognized. 2. Recording mechanism If a product wants to have as much traffic as possible, it needs to cover as many keywords as possible. Once covered, the keyword ranking should be improved. How to improve keyword coverage? (Before improving coverage, learn how the Apple App Store indexes keywords.) 1) Homophones . Keywords with the same pinyin but different characters are included. When setting keywords, if you have already set words with the same pinyin, you can ignore other words with different pinyin. There is no need to use too many characters and spaces, because the developer's backend space is only 100 characters. In fact, localization can be done to 300-400 characters, but it is limited. 2) Homophonic words . The principle of near-phonetic words is the same as that of homophones. Homophones are similar in sound, mainly in terms of whether they have a back nasal sound or not. When a keyword is included, similar homophones may also be included. For example, "Qinqin Small Loan", but sometimes you will find that "Qingqing Small Loan" will also be included. This is the default expansion made by Apple in order to cover as many keywords as possible with its products. 3) Associative words . This is the most important point in the inclusion algorithm. When Apple sets the keywords and labels, those fonts will be split into separate units by Apple. Each unit will be combined with other units as an individual, or the unit itself will be associated. As can be seen in the picture, according to the mechanism of the search engine, the Apple Store will separate "borrow" and "loan" separately, so it is associated with "borrowing points" or "borrowing money". With "loan" as the core, it can derive more, such as "quick loan", "one loan" and "flash loan". Associative words can be prefixed or suffixed. Therefore, there is no absolute separation in the entire inclusion algorithm, and they are all integrated with each other. 4) Long tail words . Long-tail words are generally based on a word as the core and then have prefixes and suffixes added to expand the association. 5) Traditional Chinese words . When setting traditional Chinese words in the background, the middle and tail ends are usually removed. Usually, traditional Chinese words may also be included in the included keywords. 6) Misspellings . After Apple’s last simple adjustment, the number of keyword coverage has increased significantly, with an increase of about 15%. The biggest adjustment to the inclusion algorithm this time is the addition of some typos. (For example, some very strange words are included, which is simply incomprehensible.) This is because Apple has a shallow understanding of the entire Chinese character system, and it takes a longer time to recognize the algorithm of Chinese characters, which is also in the process of optimization. Apple Search Commercialization What are Apple ads? It is a bidding mechanism that puts the first place in keyword search in the Apple App Store. Its bidding logic is not that the highest bidder wins. It will be automatically allocated in Apple's entire proposal. For example, everyone is placing an ad and setting corresponding restrictions, such as how much the click cost is and how much it costs. It will automatically match, but it is not forced to match a certain word. For example, when it comes to chess and card products, everyone invests in slot machines, but the price of the word slot machine will not get higher and higher. So even if you invest in a slot machine, after a while it will be other products. This is a relatively smart delivery system process of Apple. How to invest in SEO and operate SEO is a question that many people often ask. Embrace change ●Accumulate ASO data and test keyword data associated with products ●Master the display page optimization techniques to increase purchase conversion rate (materials) ● Dare to actively try new policies Channel mining ● Familiar with the business model of existing channels, try new operation methods under traditional ( points wall & machine brushing ) channels ● The key to search business is to select words and avoid blindly pursuing high-frequency words ● Clearly understand KPIs and set a ceiling for customer acquisition. ASO is not the only solution. Unique solution ●Clear product positioning, keeping up with current hot spots ●Multi-intensity and multi-level exposure Having said so much, here comes the point... First acquaintance 1. What is ASO? ASO is the abbreviation of App Store Optimization, which means striving for better exposure in the AppStore, such as list rankings, keyword search rankings, hot search rankings, etc. The scope of ASO can be understood very broadly or very narrowly. Narrowly refers to striving for a better reporting position in the Apple App Store. The reporting position comes from the ranking optimization of a keyword search result, which can be defined as narrow ASO optimization . In a broad sense, it is endless, referring to the optimized reporting positions in the entire AppStore system, including but not limited to keyword rankings, hot searches, list rankings and other local rankings. How to influence the exposure of these locations will have a great impact on the volume of a product's traffic. Next, let’s take a look at what will affect exposure traffic, and even the subsequent purchase traffic, and how ASO can intervene. 2. Operational exposure position 1) List ranking. The ranking list includes the overall list and sub-lists, and the sub-lists are further sub-listed, which mainly refer to games , strategy games, intellectual games, poker games, etc. In addition to such grouping, the list is also divided into paid and free lists based on the products. In addition, through internal purchases within the product, a ranking is formed, called the best-selling list, and the mechanism of each list is different. The common feature of the paid list, free list and best-selling list is that they need to complete some targeted operations through Apple ID. One common requirement of Apple ID is that it needs to have weight. The weight required for the free list is not very high, and an account with general weight (the account itself has some payment capabilities) can influence the list. For the paid rankings, accounts with general weight can also be influenced. High-weight accounts are the best. The volume they require is much smaller than that of free accounts, and can even reach a ratio of 1:5 or 1:10. The best-selling list is intervened by high-powered accounts. A high-power account is an account that has reached the level of a hardcore gamer, is heavily addicted to the game, and has a large number of payment records and real user behaviors . This results in a small number of such accounts, and a paid recharge can quickly improve the ranking of the product in the list. 2) Keyword search result ranking . For example, when you search for a keyword, why is yours ranked seventh while JD.com is ranked first? Because JD.com often intervenes in this word from the outside, for example through the form of a points wall. 3) How does it affect ASO ? There are many ways to influence ASO, which is called external intervention. External intervention is divided into point walls, human brushing, machine brushing, protocol brushing and comments, etc. Their core point is to control the account to search for targeted keywords, complete the download and activation of targeted products, and even some comment behaviors. 4) How to increase the ratio of temporary traffic to purchased traffic . One is pictures and texts, which include commonly known icons and screenshots, and the other is comments. Reviews can be analyzed from three dimensions: star rating, quantity, and quality. The content, word count, and time will affect the ranking of reviews, while the number of reviews and review star ratings will affect users' desire to buy. The more comments there are, the stronger the user's desire to buy is. Another point that needs to be emphasized is that for different issues, even under corresponding exposure conditions, the final traffic purchase conversion gap can be as high as ten times or more. Comments will not only affect the conversion rate of purchased traffic, but will also affect the weight of the product. Therefore, if conditions permit, you can increase the number of comments appropriately and stabilize the frequency of comments. 3. Product exposure Product exposure positions include editor recommendations and category recommendations, which depend on the quality of the product itself. Now, here comes the core... Basics 1. Basic optimization The foundation mainly solves three problems: what factors will affect the quality of a product; what indicators are used to judge the quality of a product; and what practical operations can influence the quality of a product and thus bring the desired ideal traffic. 1) The quality of the product From the perspective of product settings, constantly debugging the content of text and images and even debugging some background setting words will affect the quality of this product. It can also be optimized when the product version is updated. From an operational perspective, the promotion team and operations partners need to continuously increase the daily purchase volume of this product, and continuously improve the user retention rate and activity of this product. 2) What indicators are used to judge the quality of a product? Here we introduce a concept called weight. The account itself has weight, and the quality of a product also has weight. Apple likes to use weight to judge the quality of a product or an account. The factors that affect weight can be divided into two categories. The first is short-term weight. The most important point is the download volume. We often encounter that the download volume on a certain day is particularly high and the keyword ranking is relatively high, but after a few days, the list and download ranking drop accordingly. This shows that although the download volume imported in a short period of time will affect the product weight, its maintenance period is very limited. This is the short-term weight. The other is long-term weight, and user comments are generally regarded as the most core point of long-term weight. As long as the previously imported comments are not deleted, its weight will always exist. If you want the product weight to trend like this, you need to continuously add comments every day. 3) What are the practical ways to influence the quality of a product, thereby bringing in the desired ideal traffic and influencing the weight of a product? This can be divided into short-term and long-term. The specific ways of influencing can be from the product design level, through free methods, such as manipulating some titles , keywords, or modifying descriptions, icons, screenshots, etc., which will affect the weight of this product. Another way is to import some quantities through external intervention, thereby affecting the weight of this product. 2. Keyword weight setting Through product settings, the weight of the product can be increased for free. Keyword settings are divided into high and low weights. The title has the highest weight, keyword tags, and the lowest is comments, because the advantage of comments is that they can increase keyword coverage and ranking. 3. Optimize titles Titles can be divided into main titles and subtitles. The subtitle can let potential users know what the app is about. Try to include industry-specific behavioral words in the description so that it can be ranked as a behavioral word. For example, Meituan Group Buying generally likes to form subtitles by listing product functions in parallel, which is concise and easy to understand. 4. Optimize keywords Keywords are divided into three categories: brand words, behavioral words, and competitor words . 1) The closer the keyword is to the front, the greater its weight. 2) When the same keyword appears in the app title and the keyword, the weight cannot form an additive effect and will only be counted once. 3) Core keywords can be appropriately added to the comments to improve the ranking of specific keywords and the overall keyword ranking. There are two ways to increase keyword coverage : The first step is language localization . Developers can choose more language options when designing, and the default is generally Simplified Chinese. With each additional set of keywords, there are 100 more characters that can be set. This is a core element in increasing keyword coverage. Second, increase product weight . Short-term weight has little impact on keyword coverage, but long-term weight has a big impact. The most important factor affecting long-term weight is comments. Therefore, in order to calculate keyword coverage, as many comments as possible should be imported when the product is first launched. If you want more coverage, you can also make some other interventions, such as not having repeated words in each set of words and removing unnecessary punctuation marks, which will further increase the coverage number. But the bad consequence of doing this may be that the ranking of certain keywords will not be so ideal. 5. Optimize description 1) The description needs to convey the product concept and highlights immediately 2) Keep the descriptive word count within 300 words to avoid reading fatigue for target users 3) It is best to include the company’s contact information, such as official account /Weibo account/service QQ/QQ group, etc. 6. Optimize application screenshots ●Highlight highlights: The first screenshot highlights the key points (latest version features, user base, product concept, etc.), mainly to allow target users to capture the highlights of the product at a glance. Avoid taking screenshots with your phone. ● Concise screenshot titles: The title of each screenshot should be as concise as possible, with the word count controlled within 10 words. Avoid long titles in small fonts. Outstanding contrast: App screenshots include text, pictures, and backgrounds. If the contrast is not clear, it will easily cause visual distress to the target users. ● Font prominence: When choosing a font, it is recommended to select a larger font, which will make it more intuitive and clear for users to receive information. ● Focus on magnification ●Character introduction ●Cross-screen effect The first group in the above picture is a comparison of screenshots of Oxygen Audiobook and Himalaya FM. Oxygen Audiobook directly uses screenshots of the mobile phone screen, while Himalaya is more attentive and adheres to the principle of highlighting the highlights of the first screenshot, trying to impress users with numbers as much as possible. "The choice of 200 million users" (now 300 million) allowed many potential users to see at the first time how large the number of Himalaya users is, shocking potential users with the data. There are two problems with the second set of comparisons. The text and background image are both light-colored and cannot be distinguished. Also, the title is too long and not concise enough. The third set of contrast is a color problem, and the text is very difficult to read. The fourth set of screenshots shows the cross-screen effect. The effect of putting the first and second screenshots together is very shocking. Many applications are now making extensive use of this operating method. 7. Data Monitoring Tools ASO100 is a relatively complete tool currently available, and also covers overseas regions. Another company that operates overseas is Weituo ASO. AppAnnie is one of the earliest foreign companies to develop tools. It requires payment and its data is relatively good, but the experience is not as good as that in China. There are many other tools that have similar functions, but with some minor differences. For example, some lists are captured more accurately, and some keywords are captured better, but none of them can be 100% accurate, because the entire Apple vocabulary is very large, updated at irregular intervals, and needs to be captured continuously, which places great demands on the server. Many tools generally capture a portion of common words, repeatedly capture them for a certain period of time, and then list them, so there will be a lag. 8. Apple keyword collection principle Package name inclusion probability > Application name > Keywords > Comments Keywords in the description will not be included Multilingual localization can increase keyword coverage 9. How to obtain keywords The first one is industry phenomenon words, which are the search keywords within the industry. The second is competitor coverage words. Keywords covered by competitors can also be used. The third one is the current hot search term, which is also quite popular. You can focus on maintenance, as the traffic brought by hot search terms may be several times the usual amount. After you have the keywords, you can filter from three important dimensions. 1) Relevance. If the keyword is not highly correlated with the product itself, but is very popular and many people are using it, then it should be discarded immediately. 2) Difficulty. How many people are competing for this word? The more intense the competition is, the harder it is to rank. 3) Traffic. The higher the popularity, the higher the search impressions the corresponding words will bring, and the final conversion will also be higher. Highly relevant words, plus some words with moderate traffic, are placed at the front, so that the core keywords with higher rankings can bring a certain amount of traffic downloads. This traffic refers to natural traffic. Advanced 1. Quick review Before 2017, it was very popular to allow applications to enter the review status in minutes. As shown above, click Contact Us in the developer backend, click in and follow the process. 2. Multi-language localization There is a language adding area in the developer background where you can add more localized languages. It will quickly increase the number of keyword coverage. 3. Vest There are many purposes for vests, including testing, gaining traffic, increasing keyword coverage, and brushing rankings , as well as risk avoidance, ASO, and traffic diversion. Usually you can just change the skin and upload it again. There are several things to note when operating a vest: It is generally not recommended to keep the title the same. It is recommended to change the subtitle, screenshots and description. There are two types of traffic optimization. One is basic optimization, which involves setting some titles, keywords, descriptions, app screenshots, etc., to affect rankings and coverage. Another way is that hi intervenes through external means to influence the ranking. 4. Search for associated words 1. Optimize the search ranking to the first place 2. Insert core keywords into the title, separated by symbols 3. After the collection, search for the core word, click the drop-down search associated word to download and improve the ranking 4. If it is not included, search for associated words to download to improve relevance 5. Quantity guidance method Product basic optimization → word selection, word filling, commentary Vulnerability optimization →Multi-language localization WeChat Points Wall → Cash incentives for users to complete targeted operations Meat brush → Multiple people and multiple devices complete targeted operations, similar to the points wall Machine brush operation → Rely on equipment to automatically complete targeted operation behavior Protocol flash operation → Relying on server simulation equipment to automatically complete targeted operation behavior 6. Common operations: Vest + keyword coverage + quick review + ASO hot words Vest + list + ASO hot words + popular searches 7. Risks: Illegal promotion → Clear volume False promotion → Clear the list Infringement → Removal of Words Pornographic and violent → Removed Payment Issue → Account Blocked Apple-related information → Blocking the associated developer account In fact, there are many new traffic entrances to the AppStore, such as new product recommendations in categories, related position recommendation windows, and nearby popular app recommendations . Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Operation Helicopter Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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