ASO Tips: when users are searching for APP, what are they searching for?
With the rise of the mobile Internet, ASO (i.e. App Store Optimization) has become more and more important, and its status is increasingly aligned with SEO, many APP developers have taken ASO effect as one of the assessment indicators and set up ASO full-time staff.
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The ASO manager of a well-known APP has complained to asobooster.com that the BOSS must change the search terms every few days to search for their own APP in the Apple Store, but once they find that the ranking runs outside the top 5 or popular search competitor APP will come to ask a question, which makes them scared every day. However, the result of the fear is to have to do a good job of ASO, and the App ranking is relatively stable in the front, and the natural downloads from the App Store is enough to be happy.
Data shows that 75% of users get APP through the search function, and 70% of the traffic is divided by the top three search terms, the importance of ASO can be seen, we will share the “private goods” of the ASO leader with you to learn.
Spending a week doing homework is better than spending a year buying lessons
Before you do ASO, you need to analyze the relevant data first, so that you know what you are doing in order to achieve the best optimization results. The “he” here includes many kinds of objects: Apple Store, competitor APPs, user groups.
1、Brand words: A large number of users search for brand words in the AppStore after they come into contact with brand advertisements or when they receive promotion from friends and relatives, so their own brand words are the first to be optimized to ensure that their own brand words rank first in the search results, which is also part of brand building.
2, industry words: first of all, the industry analysis, to understand the industry upstream and downstream popular APP distribution. For example, for tourism APP, strategy, hotel, tickets, attractions, airline tickets, etc. are the industry’s popular words. In addition, you can also check the number of search results for each relevant word in the AppStore, the number of search results shows the judgment of the masses on the search term, but also very valuable reference.
3, competitor words: to understand the industry’s leading APP. because users are used to search for big brands when downloading APP, rookie APP funding is relatively small, with big brand hot words traffic to introduce users will be more cost-effective. Also need to get the main competitor hot word coverage, application weight, ranking status and other data. Compare and analyze these data with your own data to find out the gaps and breakthroughs, so as to facilitate the formulation of strategies.
4, user analysis: for the user’s search for hot words. In addition, user analysis can also include the target user’s APP acquisition channels. The use of such channels to output their own brand imprint, may not be the first time to obtain downloads, but can be the fastest in the future search results to win goodwill. Meituan has used the form of giving take-out restaurants sticker boxes with their own QR codes to precisely achieve their branding.
Is it a matter of eggs and chickens to attract a large number of users to download and be in the top position?
In the Apple Store’s weighting of rankings, user behavior data such as downloads and comments are particularly important and will directly affect the ranking of the APP, so the platform that directly benefits users with promotion fees and generates rewarding promotion has emerged, with brand advertising and optimization of product experience will get twice the result with half the effort.
1. Task recommendation: the use of bonuses to encourage real users to search, download and try, and then enhance the weight of APP in the AppStore, bringing a rise in the list or keyword ranking, bringing a large number of natural users to APP in a short period of time. According to Chen Long, head of operation of incentive-based mobile app distribution advertising platform You Qian, at present, such platforms have relatively fixed APP distribution time, plus instant bonus stimulation, which has accumulated a large number of high-quality iPhone users. As a result of avoiding the problem of low conversion rate of brand advertising and achieving the minimization of promotion costs.
2. Social marketing: social marketing is also an important step in laying a good foundation for ASO. To do a good job of marketing and promotion, it is no more than a prize activity, grassroots account cooperation promotion and other forms. In addition, we can also guide users to be interested in the APP through PR soft articles, and then produce the corresponding search and download in APP STORE.
3. Mobile network alliance advertising: when the product is relatively mature, we can look for industry quality mobile network alliance resources for cooperation, we need to continuously test and optimize each channel data according to parameters such as user acquisition cost, single use time, next day retention rate, etc., choose the most suitable mobile network alliance channel for advertising, and continuously monitor and optimize the advertising effect to improve the conversion rate of APP promotion.
APPs that have successfully occupied the high position, in order to make themselves in a short period of time to get the hearts of users, but also rely on tasteful ICON, highlighting the excellent user experience UI, short but powerful application introduction to poke the user’s needs, will successfully market themselves out.
The demographic dividend and the era of “people are stupid and money is abundant”, which has been growing continuously in the previous years, is almost over. Seeking recognition from users is a bloody road that needs to be fought day by day.