This presentation about ASO which was discussed on Arab Affiliate Summit by Mr.Mohammed Neamatallah

1. What is ASO ?

2. Why ASO ?

3. Why ASO ?

4. Why ASO ?
Mobile is eating the web !

5. Why ASO ?
Apps are eating the web
 On an average, 2371 New Apps are published every day.
Android – 47%
iOS – 41%
Windows Mobile – 12%
 90 New developers publish an App on iOS each day, versus 75 on Google Play.
 percentage of mobile time spent in apps 80%
“It is easy for your App to get lost in the competition”

6. ASO pros & cons
Pros:
•Measurable
•Tons of apps developers are not doing it
•Perfect for niche industries
Cons:
•ASO is not Automatic
•more app stores= more to learn
•ASO is A process not one move
 List of top mobile app distribution platforms
(App Stores)
 iOS App Store
 Google Play Store
 BlackBerry World
 Windows Phone Store
 Amazon App store

7. SEO vs ASO
Ranking and optimizing factors
• SEO
On-Page
title tag
H1,H2,H3
Keyword Density
URL : Domain & path
Off-Page
Link Building
Anchor Text
Social Signals
• ASO
On-Metadata
App Name(Title)
Description(Google Play)
Keywords
Screenshots
Publisher (Developer Name)
Videos (Google Play)
Icons
Speed/Bugs
Off-Metadata
Downloads / Velocity
Ratings/Reviews
Social Signals (Google play)
Link Building (Google play)
Traffic
Downloads

8. •Consider Using Keywords in the Title, on average this will result in a 10.3% increase in app store
search rankings
• 25 to 55 character ( Google play)
• up to 255 character (app store) 70 for Ipad / 35 for iphone .
• use a unique name .. bad example (truth or dare) .
• check trademark names before picking (copyrights and sandbox) .
• no special characters/symbols .
• localize it 9people love stuff built for them (Egypt travel guide) helps conversion and attracts
localized traffic
• the 2-part name combine the basic function of the app with another word that virtually spells
out what the app does(photo share – fin/calc)
• keep it short and simple (11 character name can be displayed on an iphone )
• you don't have to use same keywords in title & keyword tag , they will be grouped .
App Name

9. •Find keywords with high search volume and low competition .
•check how your competitors ranking to the same keyword and do the changes .
•separate the keywords only with commas without spaces .space or comma will count as character .
•LSI (latent Symantec indexing) is not working here , if you want to optimize for "mobiles" you will need to
include "cell phones" too.
•Don't spam.
•If you want to rank in "car" and "cars" you have to include both .
Keywords

10. App Description
•Describe what your app does in the first 2-3 lines (360 character).
•Each line maximum 120 characters .
•Description counts only in Google play as a ranking factor , make 2 different descriptions for both app store
and Google play , the app store one could be less ASO and focused on conversion while the other one
written with ASO in mind.
•Avoid keyword stuffing .
•4000 Characters Maximum , use keyword rich sentences and some powerful copywriting to make them
download .
•Avoid Boring , go straight to the Features.
•Keep it updated with new features and updates .
•SEO your App store app page for organic visits (domain authority).
Screenshots
•Treat like A Banner , make it attractive ad .
•include branding
•Google play allows 8 while app store allows 5
• screenshot you use in your app page should reflect what your app is about and
what makes it stand out.
•Each Screenshot recovers something different .
•Don’t take screen shots with ads .

11. • Icons
• the first things users see
• make it clear strong modern
• icons with words converts less
• icons with gloss blends your app

12. Google play page Optimization & Anatomy

13. App Store page Optimization & Anatomy

14. Google play Algorithm
Freshness update * t + keyword frequency in the title * u + keyword frequency in the
description * v + ratings * w + composite score * x + active installs in percent * y
App store Algorithm
Freshness update * t + keyword the title * u + keywords * v + ratings * w + downloads * x + active installs in
percent * y0
Freshness update :
New Updates
Recently Released
Recent Raise in Downloads/Reviews
Composite Score :
Users Rating
Developer Score
New Developer ? Uninstalls/Refunds

15. App Store vs Google Play

16. Case Study

17. Tips
App store tips
1-Use Single Words
Don’t bother adding multi-word keyword phrases or spaces in the keywords field in the App Store. For
example if you were targeting the phrase “mobile conference app” you would want to add the keywords
individually as follows: mobile,conference,app
2-Write a Human Description
Since keywords in the description field in the App Store have no impact in your rankings, make sure to
use it purely to market your app to potential users and highlight its value proposition. Keep it short &
concise.
General tips
1- build a good app
something people want same as for SEO (quality content)
2-put your app in the right place(Category)what if it fits to more than a category?
3-get the price right.
4-use long tail keywords for less competition and more conversion rate .
5-include search phrases your competitors are not using .

18. Google play tips
Write a Hybrid Human & Robot Description
Google Play doesn’t offer a keywords field like the App Store does. This means that it’s important to design
your app description to be a hybrid accommodating both robots & humans by placing your targeted keywords
in the description in a human-friendly fashion.
Leverage Google+
Put some effort into getting as many +1’s as you can on Google+. Post about your app in relevant Google+
Communities and get your co-workers and friends to help promote it on their Google+ profiles

19. Resources and tools
 App store Marketing Guidelines https://developer.apple.com/appstore/AppStoreMarketingGuidelines.pdf
 Icons Resource http://www.pixelresort.com./
Brain Storming
 Google Keyword Planer
 SearchMan
 MobileDevHQ
 Sensor Tower
 Appcodes.com
 Appfigures.com
 Appannie.com
 Appsmind.co

20. Contact me
Mohamed Neamatalla
linkedin.com/in/neamatalla
facebook.com/neamatalla
twitter.com/neamatalla
Mohamed@neamatalla.com