Slides for our "How to Perform an Advanced Keyword Research for ASO (App Store Optimization)" workshop in App Promotion Summit 2018 London (UK). Presented by Katerina Zolotareva and Daniel Peris. Contents: - The Market - App Store Optimization Factors + Strategy (App Store + Google Play) - Advanced Keyword Research for ASO: Brainstorming, competitors study, keyword spy, keyword density, keyword suggestions... - Analysis: traffic & difficulty, Installs per Keyword, Apple Search Ads... - Listing Optimization (App Store / Google Play) - ASO Tracking - Some ASO Tips - BONUS: Google Chrome extension to Spy Feature Graphics on Google Play Thanks to everyone who joined us for this workshop :) ENJOY and... Do App Store Optimization the right way!

1. by Daniel Peris & Katerina Zolotareva
March 22, 2018 - APS London
HOW TO :
PE RFOR M AN
A DVANC E D KEYWORD
RE SE AR CH FOR ASO

2. 100% MOBILE
Daniel Peris Katerina Zolotareva
About us

3. Index
• ASO and Visibility
• Keyword Research and Optimization
• Brainstorming and Building an extensive keyword set
• Listing optimization for the app stores
• Tracking and optimization tips
#ASO #APSLondon 2018
index

4. ASO and V isibi li ty

5. competitionLet’s face it –
the app stores are crowded and
very competitive

6. marketMarket situation

7. market
• +8M apps published on App Store + Google Play
• +90K new apps are published each MONTH
• +90% of apps never recover the investment (OUCH!)
• Almost 2/3 of apps do not generate 100 installs
• 10% of apps generate 90% of installs / business
Market situation
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8. solutionApp Store Optimization
is a MUST to get app’s visibility

9. solution
• Helps apps get discovered by potential users
• Installs obtained this way are organic and free
• Get more downloads from the existing visitors
• Lower acquisition costs
• Stable cash flow from monetization
ASO is a solution:
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10. processASO Process:
• Keyword research and optimization
• Conversion rate optimization and A/B testing
• Tracking and improving (+ localizing)
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11. ASO formulaFormulas:
ASO = Traffic + Conversion
Traffic = Search + Browse

12. ASO for SearchASO search

13. K ey wo r d R e s e a r c h :
B u i l d i n g a n ex t e n s i ve key wo r d s s e t

14. Keyword Research
Building an extensive keyword set
• Brainstorm to identify your core keywords
• Study the keywords of your direct competitors & look for
inspiration from other apps
• Look for suggested keywords and keyword combinations
(browse the app stores & use ASO tools)
• Analyse Traffic & Difficulty scores
• Define your keyword set to be used for listing optimization
keyword set
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15. Horoscope app
?
?
?
?
?
?
the app
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16. Step 1: Brainstorm
• WHO needs your app?
• WHAT do they need?
• WHERE and WHEN do they want it
• WHY your app is the best choice
brainstorm
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17. Step 1: Brainstorm
daily horoscope
astrology online
signs compatibility
horoscope love horoscope
zodiac
signs
(aries, pieces, leo, etc)
weekly horoscope
free online horoscope
brainstorm
#ASO #APSLondon 2018

18. Step 2: Study competitorscompetition
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19. Keyword spy

20. Keyword density
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21. Step 3: Look for suggestions
If there are suggestions, there are searches!
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22. Keyword suggest tool
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23. analysisStep 4: Analyse & prioritise
• Traffic and difficulty scores
• Competitor rankings
• Apple Search Ads
• Installs per keyword (Google Play)
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24. Traffic & Difficulty estimations

25. Competitor rankings

26. Mistakes to avoid
• Using very generic and high-volume keywords for new
projects. It is better to rank in the top positions for low-
traffic keywords than to rank in top 100-150 for a high-traffic
keywords. The users who search for high-volume keywords
won’t have a chance to discover your app if it’s not ranked in
the top positions.
• Not using enough combinations. Over 75% of your product
page views account for long-tail keywords!
• Targeting too little keywords. On average, your app needs
to rank for A LOT of keywords per country. (iOS apps: 65-110
keywords; Android apps: 60-105 keywords). Target as many
keywords as possible!
#ASO #APSLondon 2018
mistakes

27. A p p l i s t i n g o p t i m i za t i o n

28. ASO Factors - App Storeapp store
• Off-Metadata
• Installs > Impacts Search + Top Charts + Featured + CVR
• User ratings > Impacts Search + Featured + CVR
• User reviews > Impacts Search + Featured + CVR
• On-Metadata
• App Name (30 char) > Impacts Search
• Subtitle (30 char) > Impacts Search
• Keywords field (100 char) > Impacts Search
• Promo text (170 char) > Impacts CVR
• Description (4000 char) > Impacts CVR
• In-app purchases > Impacts Search
• Icon > Impacts CTR
• Screenshots / Video > Impacts CVR
#ASO #APSLondon 2018

29. App Store Product Pageapp store

30. google playASO Factors - Google Play
• On-Metadata
• URL / Package > Impacts Search
• Title (50 char) > Impacts Search + CTR
• Short description (80 char) > Impacts Search + CVR
• Full description (4000 char) > Impacts Search
• Visual assets: Icon, Feature graphic, Screenshots / Video
• Off-Metadata
• Installs > Impacts Search + Top Charts + Featured + CVR
• User ratings > Impacts Search + Featured + CVR
• User reviews > Impacts Search + Featured + CVR
• Web Backlinks (SEO) - Impacts Search
#ASO #APSLondon 2018

31. google playGoogle Play Product Page

32. Keyword density - listing analysis
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33. Tra c k i n g
a n d o p t i m i za t i o n t i p s

34. ASO Tracking - Keywords
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35. ASO Tracking - Competitor benchmark
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36. app storeASO tips - App Store
• Space is limited - use it wisely
• Include the core keywords to App Name
• Separate words with commas and don’t use spaces – Apple’s
algorithm will already “mix and match” your keywords,
creating various keyword combinations to rank your app
• Don’t include in the keywords field the same keywords
that you already have included in your App Name or Subtitle
• Balance Search Optimization with Conversion Rate!

37. ASO tips - Google Playgoogle play
• Make use of all available space
• Include core keywords to App Title
• Mention the most important keywords a few times across
Description (3-5 times, no stuffing)
• Include emoji, HTML and Unicode to Description
• Tweak your metadata every 1-2 months

38. a n d s o m e m o r e t i p s …

39. ASO processRemember –
ASO is not a single shot.
ASO is a marathon, a never ending process

40. ASO process
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41. resourcesResources
• Keyword research Guide > https://thetool.io/2018/keyword-
research-aso
• ASO Ebook > https://asoebook.com/
• PickASO blog > https://pickaso.com/blog-mobile-app-
marketing
• TheTool blog > https://thetool.io/blog
• Google!
#ASO #APSLondon 2018

42. promotion
• Visit our stand and get some gifts
• Drink something with us
• Let’s talk about ASO & Mobile Growth
• TheTool: Get 50% off during 3 months
TheTool Promotion
#ASO #APSLondon 2018

43. surpriseAnd - surprise!

44. #ASO #APSBerlin 2017
ASO Extension - Feature Graphic Viewer

45. Thank you! 🙌
• @DanielPeris + @kat_or_cat
• daniel@thetool.io + katerina@thetool.io
• TheTool.io + PickASO.com
thank you
#ASO #APSLondon 2018