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@ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015
The College Arms, London
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Top 10 ASO Questions
Tom Leclerc
@TomLeclerc2
[email protected]
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What ASO is not:
● A silver bullet
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What ASO is not:
● A silver bullet
● Directly measurable via
downloads
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What ASO is not:
● A silver bullet
● Directly measurable via
downloads
● Done in one update
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What ASO is not:
● A silver bullet
● Directly measurable via
downloads
● Done in one update
● Easy to game
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What ASO is:
● Optimises visibility
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What ASO is:
● Optimises visibility
● Optimises
attractiveness
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Can you guarantee a %
increase in downloads?
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In short? No.
● Success varies wildly
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In short? No.
● Success varies wildly
● Can’t link KWs to downloads (yet)
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In short? No.
● Success varies wildly
● Can’t link KWs to downloads (yet)
● Beware promises
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How do you choose
Keywords?
3
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Generate>select>refine
● Brainstorming
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Generate>select>refine
● Brainstorming
● Review mining
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Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
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Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
● Google trends
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Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
● Google trends
● Specific tools
(ST, MDHQ, etc.)
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Generate>select>refine
● Part magic, part science
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Generate>select>refine
● Part magic, part science
● Balance traffic with competition
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Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
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Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
● Rank in top 20 (w/ relevant KW)
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Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
● Rank in top 20 (w/ relevant KW)
● Combine long tail and stronger KW
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Generate>select>refine
● ASO is ongoing
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Generate>select>refine
● ASO is ongoing
● Revisit KW every update
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Generate>select>refine
● ASO is ongoing
● Revisit KW every update
● Be aware of launch boost
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Generate>select>refine
● ASO is ongoing
● Revisit KW every update
● Be aware of launch boost
● Growth affects rankings
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Why is my app failing to
gain traction?
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Too many reasons
● ASO is unlikely to help
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Too many reasons
● ASO is unlikely to help
● Look deeper into your app
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Too many reasons
● ASO is unlikely to help
● Look deeper into your app
● Optimising means honesty
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How do I hire for ASO?
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You don’t!
● Don’t just think SEOs
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You don’t!
● Don’t just think SEOs
● Find someone that understands
sales
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You don’t!
● Don’t just think SEOs
● Find someone that understands
sales
● Technically it’s easy to learn
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Should I localise?
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YES!
(if applicable)
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How much should I spend
on ASO?
7
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DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
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DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
Consultant (EUR500-1,500)
+ No hassle
- How do you check?
- Need to rehire
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Consultant (EUR500-1,500)
+ No hassle
- How do you check?
- Need to rehire
In-house (EUR2-3k pcm DoE)
+ Specific to your needs
- How to hire/train?
DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
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How can I improve my
icon, description, screens
and preview?
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Seconds of eye-time
● Simplicity is often key
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Seconds of eye-time
● Simplicity is often key
● Show what your app does
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Seconds of eye-time
● Simplicity is often key
● Show what your app does
● Stay within the rules (featuring)
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Is Google Play different to
iTunes?
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Yes. Very!
● Off-page is important
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Yes. Very!
● Off-page is important
● App titles are as important
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Yes. Very!
● Off-page is important
● App titles are as important
● Watch for keyword stuffing
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Yes. Very!
● Off-page is important
● App titles are as important
● Watch for keyword stuffing
● Use the Google ‘family’
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Is my app too small/large
for ASO?
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No.
● Small apps can see quicker results
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No.
● Small apps can see quicker results
● Optimised versus non-optimised
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No.
● Small apps can see quicker results
● Optimised versus non-optimised
● Always some benefit
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Where can I get more
info?
Bonus!
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Talk to me
[email protected]
@TomLeclerc2
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THANK YOU
Tom Leclerc
@TomLeclerc2
[email protected]
THANK YOU
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@ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015
The College Arms, London
Top 10 ASO Questions
Tom Leclerc, Wooga