8 hours to complete keyword optimization of an app

I believe some friends are not particularly familiar with ASO, so I will explain it here. ASO originally meant the optimization of apps on the iOS side, and later it gradually evolved into the optimization of apps on various channels of iOS and Android. On the iOS side, because Apple's App Store occupies the vast majority of the market, general optimization strategies are aimed at the App Store market, while on the Android side, there are dozens of large and small markets such as 360, App Store, Xiaomi, etc. The rules of each market are not only the same, so the optimization of iOS and Android is very different.

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For this exchange meeting, we invited two experts who are very experienced in these two fields to talk about the optimization techniques and precautions of these two channels.

-- iOS optimization --

Speaker: Master Wen, an ASO master.

8 hours to complete the keyword optimization of an APP

In recent years, it is not uncommon to see APPs that have entered everyone's vision by relying on their super keyword setting capabilities. There was the legend of Himalaya "whatever you search, it will be there", and then there was the legend of Niuguwang "getting a stock keyword with a popularity of 10,000", which made the operation partners distracted for a while and painstakingly studied shortcuts, hoping to shine in keywords one day. Wen Gongzi would like to remind everyone that it is possible to achieve a legend by consolidating the foundation of keyword optimization. Instead of studying shortcuts, it is better to spend some time to review whether your keyword settings comply with the rules. Let's talk about how to quickly optimize the keywords of an APP in 8 hours.

1. Six basic principles

Keyword weight ranking: APP Title > Keywords > APP Description > IAP item Name/Description, i.e., app name > keyword tag > description > in-app purchase name or description;

APP Title and Keywords: When the same keyword appears in the APP Title and Keywords, the weight cannot form a superposition effect and will only be counted once. Therefore, if the same keyword appears in the Title, it should not appear in the Keywords to avoid wasting characters;

Use subtitles to strengthen keywords: APP Title should be in the form of main title plus subtitle. In addition to introducing the function of APP, subtitles should also focus on mentioning keywords. For example, the subtitle of Xiaokaxiu, "The most popular lip-syncing APP, a magic tool for shooting with built-in beauty and makeup functions", mentions keywords such as "performance", "acting", "beauty", "makeup", and "magic tool", which is thoughtful;

Rotational strategy: Referring to the weight ranking in Principle 1, we can optimize each core keyword in turn when updating the version. When the existing core keywords are ranked high, we can choose other core keywords to continue optimizing;

The more keywords are listed in the Keywords list, the greater their weight will be.

There is no limit to the number of words in the description, but it is recommended to control it within 300-500 words, ensuring that the core keywords appear 8-12 times. It is best to include the company's contact information, such as the official account/corporate Weibo account/customer QQ/QQ group, etc.

2. Three basic concepts

1. Relevance: The relevance between a specific keyword and your app/target users. Irrelevant keywords are unlikely to generate effective conversions.

2. Difficulty: The level of competition for a particular keyword. A higher value means it is harder to rank in the top positions.

3. Traffic: The more times a specific keyword is searched, the higher the corresponding value will be, which is what we often call a high-heat word.

If there is a problem with the settings of the above three dimensions or the APP itself does not have a significant increase in volume, it is normal for the keyword ranking to be outside the top 30. When chasing high-heat words, you must analyze them in combination with the current situation of the APP. Gongzi provides you with a set of integration formulas for key keywords: high relevance + moderate difficulty/traffic + front placement = keywords introduce high downloads

Now let’s address the operation of the above concepts in detail.

3. Specific operations

1. How to choose highly relevant keywords?

Following the idea of ​​brand words-related words-competitive words-competitive keywords, we can discover ideal highly related keywords. We recommend the tool APPDUU (query competitive words and competitive keywords, keyword expansion). Take the example of Borobudur Global Shopping for a detailed explanation:

1.1 Competitive product keyword search: Through APPDUU's APP Store search/iPhone mobile phone App Store search industry hot words such as "sea shopping" to find out what competitors are there for this keyword.

1.2 Related word query: Use the keyword expansion function of APPDUU to discover more words, and pay attention to filtering out low-quality words.

1.3 Competitive product keyword query: Add competitive products through APPDUU and analyze the keywords of competitive products.

2. How to choose keywords of reasonable difficulty?

When setting keywords, if you can target a few "dark horse words" with low difficulty and high traffic, you will definitely get twice the result with half the effort. How to analyze whether the difficulty of a keyword is reasonable? Gongzi gives two evaluation dimensions: one is the number of apps related to the keyword and the popularity of the app itself; the other is the popularity of the keyword. Use the tool APPDUU (query which apps are related to the keyword)/ASOU (query the popularity of the keyword). Take the keyword "Haitao" as an example:

The top five rankings for the keyword “Overseas Shopping” are Mogujie/Mitao/Bo Luomi Global Shopping/Yangmatou/Congcitao. Combined with the popularity of overseas shopping, which is over 8,700 and showing a continuous upward trend, optimization is very difficult.

3. How to choose keywords with appropriate traffic?

Traffic can be determined by combining the ASOU index and Baidu mobile index. Take Global Shopping as an example:

The ASOU index and the Baidu index show different trends. Generally speaking, the Baidu index will have an impact on the ASOU index. Therefore, we need to use the ASOU index to evaluate the present and use the Baidu index to predict the future. A large part of the reason for the rise in the popularity of Global Shopping is that it is hyped up by various APPs. The actual search popularity is not very high. Operators must have a clear mind when doing Global Shopping, otherwise blindly optimizing such keywords with high popularity will not be worth the loss.

4. How to track keywords?

Keyword tracking requires attention to data: APP ranking and keyword popularity. Use tools such as ASOU (tracking keyword historical popularity) and App Annie (tracking keyword historical ranking).

You can add any keywords you want to track in ASOU, and based on historical changes in popularity, you can preliminarily predict how much traffic the keywords can bring.

App Annie mainly tracks the ranking trends of keywords. You can add the keywords you want to track and pin them to the top. By playing with the tools of various platforms, you can maximize your work efficiency.

4. Continue to improve keyword rankings

After setting the keywords, the ranking has also improved a lot, but as a young man with ideals, you can't be satisfied with this, but you have to keep optimizing and making progress, right? Then the question is: What methods can be used to continuously improve the ranking? Gongzi will further talk to you about some practical experience in quickly improving keyword rankings.

1. Keywords and comments

If you want to increase the number of keyword coverage or increase the ranking of existing keywords, an effective way is to put these keywords in the comments. Keywords that appear in high density in the comments will increase the probability of inclusion and improve the ranking of existing keywords. This has directly led to many operators being busy exchanging comments with various companies all day long. It is understood that many people who exchange comments are aiming for the five-star rating. I would like to remind everyone that when exchanging comments, ask the other party to include the keywords as well. You will find that the ranking of these keywords will be greatly improved.

Now there is another question: how many comments will have a significant impact on the ranking? Since the popularity of each keyword is different, the quality of the comments is also different, and the daily additions of each APP are different, so the magnitude is also fluctuating. But I can give you a simple reference. For keywords with a popularity of less than 6500, if you make 10-20 comments a day, the ranking will be significantly improved; for keywords with a popularity of more than 6500, if you make 20-50 comments a day, the keyword ranking will be significantly improved.

2. Keywords and long-tail words

Friends often ask this question: Should we choose words with high popularity or words with moderate popularity when setting? Based on the practical experience of ASO, the answer to this question depends on the specific status of the APP. If the daily increase of your own APP is ideal or the promotion funds are sufficient, you can choose these highly correlated and highly popular words for key optimization; otherwise, I personally recommend choosing words with moderate popularity and strong correlation with the APP.

Of course, you can also optimize in another way: optimize the long-tail words of high-heat keywords. For example, travel apps can focus on optimizing long-tail words such as "nearby tours", "weekend tours", and "local tours". First, it may gain good traffic, and second, it will help improve the ranking of high-heat words.

This is the second point I want to talk about today - by optimizing the long-tail words of the keywords you want to achieve, and by improving the weight and ranking of the long-tail words, you can indirectly improve the weight and ranking of the keywords you want.

3. Keyword lead

When you have done all the optimization methods mentioned above to the extreme, but the keyword ranking still does not meet expectations, what should we do? This problem must be faced by many guys all the time. When the existing optimization methods become everyone's consensus, the optimization effect

The result means that it will be weakened. What needs to be done at this time is to find new optimization methods, which gave birth to the more mainstream optimization method in the industry: traffic optimization. By guiding users to search for specified keywords to download the APP, a large number of search download activations can be accumulated in a short period of time to quickly increase the weight of keywords, thereby affecting the ranking of keywords.

The core of traffic optimization lies in the authenticity of the traffic. Judging from the rules of AppStore, the longer the iOS account is used, the higher the corresponding account weight is, and the better the optimization effect is; otherwise, if a batch of new iOS accounts are imported, the effect will not be significant. If you encounter the above problems during the optimization process, you need to be keenly suspicious of the authenticity of the traffic.

Summary: Keyword optimization is tedious and detailed, and you should always correct yourself and never forget your original intention. Mastering the necessary skills and operation tools will help you find the right direction quickly and become more and more proficient.

-- Android Optimization --

Speaker: Lao Cui. Currently the marketing director of Foxconn's Slippery Comics, he once used a budget of less than 20,000 yuan to receive 2 million downloads.

Teach you how to dominate the application market classification list

I often hear my friends complaining, how can I do promotion with such a small amount of money given by the boss? We don’t even have a promotion budget, and we have to meet the company’s KPI, and we will change jobs soon. My boss gave me 100,000 yuan to let me try the channel. Please help me recommend a good channel! Please tell me what to do! ?

A boss (or supervisor) who has only a limited understanding of the Internet and does not delegate power to employees; a boss or team that wants to make money and run away (the so-called investment cooperation); a boss or team that is unclear about product positioning and market development strategy; ... all kinds of pitfalls! For the time being, if you are still an ordinary worker, it is recommended to allocate your time reasonably, first join a reliable company, and then recharge online.

(PS, if you have the ability to control your boss or supervisor, convince him to agree with your point of view. I prefer this spirit. If you think it is right, you should stick to it! However... I am the type who listens to my boss...)

There are two types of companies that invest in promotion funds: those that spend money and those that throw money at it. Different promotion strategies should be used for different investment methods. The company now gives us a very small budget to do a project. If we succeed in the project, what we are doing now is definitely the most practical growth for our future entrepreneurship and development. The latter is that the company is very rich and gives you money to throw money at the current project, and it is also successful, but this kind of experience may allow you to see more things and come into contact with more things (such as channels, resources, etc.). So both have their own advantages in helping everyone's development. Here are the similarities between the two.

As we all know, the download behavior of the general public is to go to the application market to find it. At present, the popularity of smartphones in the country is basically saturated, and the former novice users have also been upgraded to mature smartphone users. Therefore, the advertising effect on the application market is not as good as before. Communicating with friends from BAT further confirms this fact. The bowl is so big, and the porridge is so much. It depends on how much you can drink. Let's take you to the dry goods content below.

For example:

Each app market’s category column has “latest” and “hottest” (surging). It’s impossible to occupy the top 5 rankings here. The app store started to develop this business opportunity in the second half of 2014, because before that, you could get into the top 5 by brushing the rankings, and third-party companies could help customers do it at a very low cost. The market found that they couldn’t make such money! Can’t make money! Can’t make money! So the app market quit and started to make a new advertising mechanism. Now you can display it by paying with the market! ! In the past, the cost of brushing the rankings was about 200 or 300 yuan a day. Now, if you put an ad on CPC or CPD, you can easily get about 1,000 clicks a day. Mom no longer has to worry about not making money in the category!

You are smart enough to realize that if you can’t get the top 5, then you can get 6~26, right?

The method of brushing the "latest" is very simple. As long as you submit a new version and it passes the review, you can quickly be ahead of it. As for how long it can last, it depends on luck. When there are a lot of updates, you may be able to stay ahead for 2 or 3 hours. This is what I did in the past. I submitted updates every Friday afternoon before getting off work. The reviewers would check in and leave after reviewing the products submitted before getting off work... On Saturdays and Sundays, you can always be in the first two screens of the latest!

Brushing the "hottest" (soaring) After years of hard study, the experience accumulated is summarized as follows: weight protection download volume, activation volume (usage), and praise volume. Downloads can be brushed, praise can be brushed, and activation can be bought. So brush downloads + brush praise + buy a little CPD or CPC, and you can brush it up quickly. I won’t tell you that a new product can get full stars with 600 reviews a month, and maintain a dozen good reviews every day. It is suitable for shopping mall APPs. After all, the reputation of shopping mall products is very important. I won’t tell you that 300,000 to 500,000 downloads a month will make the product keyword TOP position. In addition, there are two other effects that can reflect the ranking: associative keywords

(PS: Keywords are divided into several types: 1. Competitive keywords: Competitive product names such as: Hand Slip Comics, Rage Comics, Booka Comics, etc.; 2. Hot keywords: comics, 3. Long-tail keywords: comic serialization, comic editor, comic reader...)

I believe you have a preliminary idea of ​​what to do after reading this. The performance of users obtained in each market is different. Choose the best 2~3 markets to do it. As the saying goes, you can't chew too much. Xiaomi Market and OPPO Store are more down-to-earth. As long as the product manager and UI design are sincere, it is easy to apply for the first release and editor recommendation; App Store and Huawei Market are more picky about the appearance of products, attach importance to the high-end product feeling, and require product operation and UI design to be operated with heart. At present, my product is recommended by different market editors 2~3 times every month. Each time it will be recommended for 2~3 days, and it will attract 7,000~20,000 downloads every day. Choose the right market, communicate in depth, and treat every interface person in the market as a friend who operates this product together. They will inadvertently reveal some information, such as what kind of products this category of people will like, what kind of quality experience they hope to have, etc.

After talking about marketing promotion’s ranking manipulation and obtaining recommended content, let’s talk about promotion between products. Newbies can avoid taking detours by reading this.

Exchange

This is a method that everyone will think of when promoting a product. More than 95% of the exchange I have seen is ineffective. APPs with small volumes will fool APPs with large volumes, but products with large volumes are not stupid either. They will put forward conditions, such as putting their products on the market for a few days to see the real effect before talking. In the end, the reply they often get is "Uncle, your volume is too small, we don't want to make an appointment!" If you don't want to make an appointment, then don't make an appointment. If you don't like me, the immortals have their own tricks! I have "Avengers", and I exchange with APPs with similar volumes, and I often grab a lot! But I won't tell the truth to each other, for example: now there are more than 200,000 daily active users, about 1 million users, etc., even if I bluff and lie to the other party, they will believe it, exchange names and cheat, and both sides feel that they have met too late! Saliva... Soon there will be 200,000 users coming, and then they will recommend me to be a marketing manager or director, so that I can win a white, rich and beautiful woman and reach the peak of life! Quickly arrange to go online, and then there will be no more.

In fact, traffic exchange is not a free way of cooperation for early stage products. The mentality of cooperation for traffic exchange is very important. Most novice promoters will experience the scenario described above. Junior promoters will consider looking for products with high overlap in user attributes to exchange traffic, and look for products that exchange resources on the homepage for cooperation. Heartfelt expansion will be rewarding. Although it is not as effective as advertising, the quality of users obtained is higher. After all, every little bit is still worth it! When the product has a certain number of users, and the activity and retention rate are close to big data, consider exchanging traffic. The effect of exchange will naturally be twice the result with half the effort. It is not an exaggeration to call the traffic exchange resources "self-media". There are many ways to exchange traffic.

In short, all the above content provides some experience for students who are learning how to promote. You must be sincere when doing promotion. An operator who does not know how to promote is not a good product manager.

Well, the above are the practical benefits for Android and iOS! These practical benefits are determined by our level survey of the partners who come to the conference, according to everyone's average level and needs, which should be able to meet the appetite of most app operators. Of course, the knowledge of app operation cannot be fully covered in one article. If you want to know more, you can add me on WeChat or organize a gathering in your own area like me. I asked our lecturers, as long as there is a three-package service of air tickets, travel, and food, the masters are willing to go!

Mom, after listening to the lectures of the masters, I will never have to encounter such a situation again!

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