App Store exposure data and acquisition methods

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At 1 a.m. on September 10, Apple held a press conference in China to announce the latest iPhone 6s, iPhone 6s plus and related products. According to latest data, Apple mobile phones account for 20% of the total sales in China, of which 90% are from official and genuine channels. The App Store has become a battlefield for every application developer, and the limited exposure is extremely precious for every App.

Introducing the data and methods of acquiring all the exposure positions in the App Store, which will definitely include some that you have never paid attention to before. It is not easy to do ASO well, but after understanding the terrain and targeting it, you can greatly improve your efficiency.

1. Keyword association ranking

The best way to increase the exposure of apps or keywords is not the ranking on the search results page, but the keyword association ranking. That is, when you enter a keyword in the search bar, the Apple search engine will automatically display a series of related keywords, as shown in the figure below:

Enter the keyword "social", and some associated keywords such as "social", "social software", "social networking", "badoo-meet new friends, chat, software", "social chat" will appear. Their order of ranking is from high to low according to popularity. Therefore, if we cannot achieve the top when optimizing high-hot keywords, we can turn to optimize the derivative words containing the high-hot words, such as optimizing the keyword "social software" to the top of the associated ranking, which can still guide a large number of interested users to click. The whole process is similar to correcting the user's search terms.

2. Keyword search ranking

In comparison, keyword search rankings are more familiar to everyone. Come, repeat it with Neil: "Nearly 75% of users obtain their ideal App through search, and the top 3 Apps with hot words share 70% of the traffic." Therefore, keyword search rankings are the main source of App exposure and traffic.

Increasing the number of highly popular and highly correlated keywords covered and improving App rankings have become the mainstream ASO methods nowadays. Keyword rankings can be quickly improved through large-scale download activations in a concentrated time period. Keywords of different categories and popularity have different absorption volumes. For specific plans, you can consult Youqian or contact my WeChat account at the end of the article.

3. Exploration

The App Store Discovery section is a simplified text guide for the "categories" of the Featured Recommendation section. It is more convenient for users to search for relevant information than the Featured Recommendation section, but the Discovery section and the Featured Recommendation section are the same, both are editorial recommendations. The difference is that there are more detailed categories here. For specific recommendation rules, please refer to the "Featured Recommendation" below.

4. Recommended Products

For CPs, the App Store recommendation position has both practical effects and brand significance. Based on previous successful recommendation experiences and the advice of former Apple employees and executives: novel UI design, unique functions, and effective email communication are the three most important elements. If you think your product meets these points and want to apply for this recommendation, you can search for an article titled "It's not that difficult to get App Store recommendation" for more details. The following is an introduction to the display types in this area, so that everyone can check whether they have a chance.

1. Introduction to editor recommendation (taking the main interface as an example):

(1) Top editor recommended pictures: generally 7 pictures, 2 games (nearly 2 million views), 3 theme pictures (APP aggregation, about 200,000 views), 1 Apple Watch download entrance, and 1 iPhone App promotional picture;

(2) Excellent new apps and games: the number ranges from 12 to 16, and the duration of stay ranges from 1 to 3 weeks;

(3) Banner 1 in the middle: usually 7 images, in the order of this week’s free apps/UnionPay payment/games/kids/App Store highlights/editor’s recommendations/browse by category, among which children’s is thematic;

(4) Middle Banner 2 large pictures: 9 pictures this week, in the order of Limited Time Offer/My Weather/UNKILLED/Zen Brush2/The Adventures of Bertram Feder/Magic Kids Reading/Legendary Warriors/Trendy Selfie/Digital Maze, mainly App recommendations;

(5) Popular games and apps: the number ranges from 12 to 16, and the duration of stay ranges from 1 to 3 weeks;

(6) ***Updated games: The number ranges from 12 to 16, and the duration ranges from 1 to 3 weeks. Please note that updated games have the opportunity to apply for this recommendation;

(7) Large banner images at the bottom: usually 5 to 8 images, in the order of APP topics/game topics/campus life/easy English learning/brain training/exploring the world/football world/pay to play, mostly themes;

(8) This week’s theme: Teacher Tools, quantity ranges from 12 to 16.

2. Absorption volume at different recommended positions (data is for reference only):

(1) Banner images: The game attracted nearly 2 million views, and the application attracted 200,000 to 300,000 views;

(2) Small picture recommendation position: for example, popular games and apps, the game traffic is between 20-50, and the app traffic is around 100,000-200,000;

(3) Themed application collection: the volume of users ranges from 20,000 to 80,000;

(4) Secondary application collection under a category: The number of users attracted is approximately 10,000, depending on the App itself.

3. Process of obtaining editorial recommendations:

(1) The App Store's Editorial Team and Marketing are responsible for product review and recommendation. Usually, products are reviewed by the editorial team. If a product passes the review, high-quality content will be selected and submitted to the marketing staff for recommendation. The editorial team does not have the final say on the recommendation, and the review standard is in the hands of Marketing.

(2) The editorial team will send notifications to the developers of high-quality content (by phone or email), asking them to upload and promote all ARTWORK during the review period, but will also inform them that requesting such information is not a guarantee of product recommendation, but only a possibility.

(3) If the above conditions are not met, you can send an application email to Apple’s official email address and prepare all relevant information.

5. List

The list is divided into a general list and 24 sub-lists (Note: the game category is divided into a general game category and 18 sub-game categories). Each category list covers the paid list/free list/best-selling list, and the number of rankings that can be displayed is ***50; after calculation, the total number of positions that can be exposed in the App Store list is: (1+23+18) x 3 x 150=18900.

There are currently 1.5 million games on the App Store, but the rankings have only 18,900 exposure slots. Excluding the duplication of one app occupying multiple exposure slots, the actual number of apps that can be exposed is about 12,000. It is precisely because of the scarcity of ranking resources that the business of swiping the rankings has emerged.

6. Hot Search List

Hot searches are located in the App Store search bar, referred to as "hot searches" in the industry. Ten eye-catching hot words catch your eye. The volume of this position ranges from 2,000 to hundreds of thousands. The specific volume is determined by the following factors:

(1) Whether the selected hot words can attract users. Currently, the hot words that attract more traffic are mostly behavioral words. The brand words of well-known apps also attract good traffic on hot searches. When doing hot searches, you need to fully consider the user's behavioral habits.

(2) The quality of the APP itself, mainly including icon/application name/screenshots/description/comments, etc. These factors have the most direct impact on whether users download the APP.

(3) The duration of stay on the hot search list. Currently, the update time of hot search is random, ranging from a few minutes to dozens of hours. Currently, the time for apps to be on the hot search list is basically more than 3 hours.