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@ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015
The College Arms, London
What is ASO?
1
What ASO is not:
● A silver bullet
What ASO is not:
● A silver bullet
● Directly measurable via
downloads
What ASO is not:
● A silver bullet
● Directly measurable via
downloads
● Done in one update
What ASO is not:
● A silver bullet
● Directly measurable via
downloads
● Done in one update
● Easy to game
What ASO is:
● Optimises visibility
What ASO is:
● Optimises visibility
● Optimises
attractiveness
Can you guarantee a %
increase in downloads?
2
In short? No.
● Success varies wildly
In short? No.
● Success varies wildly
● Can’t link KWs to downloads (yet)
In short? No.
● Success varies wildly
● Can’t link KWs to downloads (yet)
● Beware promises
How do you choose
Keywords?
3
Generate>select>refine
● Brainstorming
Generate>select>refine
● Brainstorming
● Review mining
Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
● Google trends
Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
● Google trends
● Specific tools
(ST, MDHQ, etc.)
Generate>select>refine
● Part magic, part science
Generate>select>refine
● Part magic, part science
● Balance traffic with competition
Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
● Rank in top 20 (w/ relevant KW)
Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
● Rank in top 20 (w/ relevant KW)
● Combine long tail and stronger KW
Generate>select>refine
● ASO is ongoing
Generate>select>refine
● ASO is ongoing
● Revisit KW every update
Generate>select>refine
● ASO is ongoing
● Revisit KW every update
● Be aware of launch boost
Generate>select>refine
● ASO is ongoing
● Revisit KW every update
● Be aware of launch boost
● Growth affects rankings
Why is my app failing to
gain traction?
4
Too many reasons
● ASO is unlikely to help
Too many reasons
● ASO is unlikely to help
● Look deeper into your app
Too many reasons
● ASO is unlikely to help
● Look deeper into your app
● Optimising means honesty
How do I hire for ASO?
5
You don’t!
● Don’t just think SEOs
You don’t!
● Don’t just think SEOs
● Find someone that understands
sales
You don’t!
● Don’t just think SEOs
● Find someone that understands
sales
● Technically it’s easy to learn
Should I localise?
6
YES!
(if applicable)
How much should I spend
on ASO?
7
DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
Consultant (EUR500-1,500)
+ No hassle
- How do you check?
- Need to rehire
Consultant (EUR500-1,500)
+ No hassle
- How do you check?
- Need to rehire
In-house (EUR2-3k pcm DoE)
+ Specific to your needs
- How to hire/train?
DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
How can I improve my
icon, description, screens
and preview?
8
Seconds of eye-time
● Simplicity is often key
Seconds of eye-time
● Simplicity is often key
● Show what your app does
Seconds of eye-time
● Simplicity is often key
● Show what your app does
● Stay within the rules (featuring)
Is Google Play different to
iTunes?
9
Yes. Very!
● Off-page is important
Yes. Very!
● Off-page is important
● App titles are as important
Yes. Very!
● Off-page is important
● App titles are as important
● Watch for keyword stuffing
Yes. Very!
● Off-page is important
● App titles are as important
● Watch for keyword stuffing
● Use the Google ‘family’
Is my app too small/large
for ASO?
10
No.
● Small apps can see quicker results
No.
● Small apps can see quicker results
● Optimised versus non-optimised
No.
● Small apps can see quicker results
● Optimised versus non-optimised
● Always some benefit
Where can I get more
info?
Bonus!
@ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015
The College Arms, London
Top 10 ASO Questions
Tom Leclerc, Wooga
