ASO for Newbies
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Transcript of ASO for Newbies
APP STORE OPTIMIZATION
FOR EXTREME NEWBIES
Warning: contains explicit visual content that may offend people on a diet.
Today’s challenge is to explain you what App Store Optimization is. In the easiest way possible.
Guess what?
Challenge Accepted!
Let’s start!
Ready?
Classic definition (Wikipedia) “App Store Optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, or Windows Phone app) in an app store (such as iTunes for iOS or Google Play for Android). Just like search engine optimization (SEO) is for websites, App Store Optimization (ASO) is for mobile apps.”
Got it now? ...Okay, let’s make this easier.
Let’s start by taking something that everyone knows.
FOOD!
Cheeseburgers, to be more precise.
Wait. Are you on a diet?
Sorry then, this will not help you struggling against your hunger.
Where were we?
Uh yes. Cheeseburgers! Okay. Now you might be wondering what could be the relation between a burger and App Store Optimization.
Well...
This is your app.
Surprised?
Let me show you why!
...can be compared to the elements of your app!
All the ingredients making a classic cheeseburger...
...When submitting an app on the Apple App Store, app developers can include a certain amount of keywords (100 characters) in what’s called the “keywords field”. These keywords will help the App Store (based on an algorithm) to rank an app in the search results according to what users type during their searches. There is no such field for Google Play apps so keywords from the app description are used instead by the algorithm.
Let’s first recap all the elements composing an app: - The product: the app itself. - App Name: the title of the app. - App Icon: the icon of the app. - App Screenshots: the screenshots of the app. - App Description: the description of the app. - Reviews & Ratings: what users think of your app. - App Keywords: the keywords from the “keywords field” (Apple App Store) or
from the app description (Google Play Store)...
It’s time to demonstrate!
(...Finally!)
And finish at the bottom.
Let’s start from the top.
1. Sesame seeds = App Icon
à Your app icon is the 1st thing people see when browsing the app store.
• Sesame seeds are at the top of a cheeseburger.
• It’s the 1st thing we see when bending over our cheeseburger leaning on our plate.
• Sesame seeds make the burger look good and appe<zing.
• They should not overload the bun but there s<ll must be enough of them.
à If well-crafted, your app icon will make your app look good and appealing.
à Your icon should not be overloaded with too many things, this would confuse users.
2. Top Bun = App Screenshots
à Right after seeing your icon, people see your first 2 screenshots when browsing the app store.
à Just like for food, visual is extremely important. Screenshots are a powerful way to drive downloads.
à Bad quality screenshots won’t make people want to download your app: your screenshots must be high-quality and thoughtfully crafted.
• Sesame seeds are just an eye-‐teaser… The big bun right under them is far more impressive.
• This top bun represents an important visual element of the burger. Who would eat a burger looking bad?
• It also plays a big role in the taste of the burger: if the bread is bad quality, the burger will not be as good as it can be.
3. Sauce = Keywords
à Keywords from the iOS keywords field, or from the description on Google Play,
are extremely important. à They need to be carefully and thoughtfully
chosen to perfectly fit the app and its potential downloaders.
à Just like sauce, keywords can change everything. If well-optimized, they can increase the visibility of an app in the store.
• What would a burger be with no sauce? Dry. Not tasty. Incomplete.
• Sauce adds flavors. It is absolutely essen<al in any burger.
• Changing the sauce of a burger can en<rely change its taste.
• Mul<ple ingredients are required to create the greatest sauces.
• Did you ever wonder why there are pickles in cheeseburgers? So do I.
• Did you know that 82% of eaters remove the pickles from the cheeseburger they are about to eat? (okay, I may have made this figure up but I’m sure it’s not far from reality)
• They are so annoying. But s<ll… there they are! Maybe because some people (the 18% le?) would start a war if they were removed.
4. Pickles = App Description
à App descriptions are just like pickles. Annoying. And most of the time, unread (or uneaten).
à App descriptions are however essential for the people who actually read the app. In other words, it won’t harm people who won’t read it, but would annoy those seeking to read more about the app if it was missing. Just like pickles!
à App descriptions should be clear and easy-to-read. à It’s still important to remember that keywords in Google Play apps
play a role in the App Store algorithm and that iOS app’s descriptions are important in terms of SEO since the iTunes app page is ranked in search engines (like Google).
5. Cheese = App Name
à How would you designate an app if it had no name? Be creative and unique.
à However, just like cheeseburger got his name out of its most important ingredient, your app name should also contain its most important elements!
à That’s why it is important to use relevant keywords in your app title. But be careful: don’t put too many keywords (4-5), use the right dose and combine them together so that they become a strong and meaningful phrase. Like keywords would all melt together. (see what I did there?)
• A cheeseburger without cheese would not be called a cheeseburger, right?
• Who would like to eat a cheeseburger with a cold slice of cheese? It needs to be perfectly melted, at the right dose.
• There are tons of different kinds of cheeses and therefore tons of various cheeseburgers possibili<es.
• Finding the right cheese can be challenging.
6. Patty = The app itself
à The most important element of your whole business is... The app itself! Like a patty, your app must be cooked perfectly!
à You can work as hard as you want on the other factors: if your app is bad, you won’t succeed.
à Find a niche. Analyze what’s missing, what people actually need. Be the solution to an existing problem. Be an engaging game. Make people’s lives easier. Be creative. Be funny... Be anything you want. But be good.
à Don’t be afraid to come up with something unusual: veggie burgers rock!
• Okay, although cheese was a highly important ingredient, what on earth would be a cheeseburger with no meat?
• To all vegetarians, I see you coming… meat OR tofu-‐plant-‐corn-‐vegetables-‐made paWy of course!
• You can have all the other ingredients perfect, if the paWy is not good, the cheeseburger won’t be good either!
7. Below Bun = Reviews & Ratings
à Reviews & ratings are extremely important. The app is resting above them just like a burger would on its bun.
à They influence drastically users to download or not to download the app.
à They attest the authenticity and the quality of the app. à Users trust other users. à The more positive reviews and ratings = the higher the ranking
in the store = the biggest chances of being downloaded. à Encourage users to leave a positive feedback. Use push
notifications wisely.
• Last but not least. The below bun is the base of the burger. It’s on it that the whole product leans.
• Without any bun at the boWom, it would be harder for the eater to appreciate his burger.
• Just like the top bun, the bun at the boWom should be high quality. Bad buns won’t please eaters and won’t help its reputa<on.
Your app is like a cheeseburger.
See? I told you!
Now, you got work to do!
Now what?
The point is to maximize your chances of being discovered!
You need to optimize each of these factors.
Because this is all about pulling users towards your app.
And therefore increase your organic downloads.
This is called App Store Optimization.
These users will therefore be high-quality users.
Just like a perfect cheeseburger.
The process of improving all the factors of your app to make a perfect “whole”.
It won’t sell itself on its own. There’s just too much
competition.
Crafting a great app is not enough anymore.
It’s a common mistake.
Don’t publish your app on the Store without optimizing it.
There are plenty of tools and services that can help you out.
Convinced? Start App Store Optimization right away!
Share this presentation with your friends if you want to help them with their ASO (not their diet...)
So... What are you waiting for to become the next ASO Chef?
Who am I? Laurie Galazzo, Content Strategist at AppTweak (and I LOVE ) Email me if you want to talk about ASO (or food?)
Guess what? The ASO report of your app is already done.
Discover it on
[email protected] @AppTweak facebook.com/AppTweak
www.apptweak.com
How’s your burger doing? Is there anything missing? Cheese, sauce... pickles maybe?
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Let us help you cook the perfect burger!