π Growth Gems #7 - Gems from "Burning ASO Questions"
Hi there,
Today's gems are mined from a webinar put together by AppFollow with AppTweak, App Radar, Mobile Action, and The Tool:
Burning ASO Questions
π#1
When getting started first find the right keywords, then start tackling the conversion rate so you can get meaningful results.
04:07
π#2
You have to prepare your description using Google Natural language and optimize for both Google's robots and people.
07:44
π#3
You need to repeat keywords in your Google Play Store long description but the recommendation is to have a density of 2-3%. You should not go over 3% (which would be keyword stuffing).
10:05
π#4
Important to have the end user in mind. You want to nail especially the beginning of the description (first two paragraphs) and include important keywords there for Google.
12:52
π#5
We need to be careful about what we call low volume keyword vs. high volume keywords because the relation between the keywords' popularity score is exponential. If you choose a keyword that has too much popularity, you probably won't rank. Keywords with a popularity of 10/20/30 are "also fine".
17:14
π#6
You can pay to rank on a specific keyword with ASA and by doing so you can figure out if it is a good fit for relevancy: keywords that drive traffic but also convert.
21:05
π#7
When Apple's algorithm sees that a paid keyword is driving downloads to an app, it decides that it is indeed a relevant keyword and that the app should rank higher.
21:50
π#8
Premium games: video really important because you need to convince to pay and it is hard to do with just screenshots. There is no way around it.
25:04
π#9
Ilia from AppFollow has almost 99% confidence that Google reads screenshots. Example: an app got bunked because it had a keyword in a screenshot that Google judged inappropriate.
31:20
π#10
Screenshot creation: you can integrate Fastlane within your app to take screenshots while testing your app, and you can also localize what you see in the screenshots.
33:16
π#11
Screenshot upload: you might have around 1,000 screenshots to upload if you handle localization. AppRadar let you just upload a folder with all your screenshots, AppRadar detects the language and uploads to App Store Connect and Google Play.
33:50
π#12
For indies when doing keyword research start by targeting lower volume, long tail keywords (2-3 words).
38:58
π#13
Team up with influencers and micro-influencers to get the initial boost organically.
40:50
π#14
You can also optimize your iOS In App Purchase fields
44:52
π#15
Best practice from APAC region: running pre-order Apple Search Ads campaign so that you have a good boost as soon as the app launches (lots of downloads in 1 or 2 days). Recommended especially for games.
46:21
π#16
Changing the category (without ASO or app update) and ending up in a category where your app becomes better than your peers can have a significant impact. β οΈ But be careful!
51:23
π#17
Ideal keyword update frequency: Apple: iterate every 3/4 weeks but once you find your set of keywords, keep it (maybe seasonal change, big competitor change, etc.). Google: iterate keywords every 6/8 weeks when in testing mode but after that, keep it (only seasonal changes, etc.).
57:47
Stay savvy!
βοΈ Sylvain