A Different ASO (App Store Optimization) Approach - Applause 2019 Workshop
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The document discusses a new approach to App Store Optimization (ASO) and its integration with SEO strategies, emphasizing the importance of visibility, conversion, and user experience in app marketing. It highlights how machine learning is utilized by app stores, particularly Google Play, to improve search and discovery as well as maintain the quality of app listings through spam detection. Additionally, the document covers link building strategies and their impact on ASO, the significance of similar app visibility, and the use of proprietary metrics to track app performance across different markets.
A Different ASO (App Store Optimization) Approach - Applause 2019 Workshop
- 1. A Different ASO Approach (and a bit of SEO) A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 2. Index.html 1. About me 2. ASO & Machines 3. Link Building (SEO / ASO) 4. Similar Apps & SVRank 5. Questions A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 3. 1. About me A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 4. 1. About me 1. Self / Fast Learner + Attitude 2. App + Web businesses 3. SEO since 2007 - ASO since 2012 4. 1 Exit (2.5M MAU website) 5. Services + SaaS + side projects (50+) 6. “Sure there’s a hack for that 😜” A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 5. A side project A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN • Website born in January 2019 • Very competitive niche / industry • 1.5M sessions / month (1M MAU) in 5 months • The key? Advanced SEO
- 6. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 7. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ASO: ✓ASO ≠ SEO, but sometimes it is. ✓ASO, as the app stores, evolve. ✓App Store Optimization is about Visibility + CONVERSION (traffic > download) + “User Happiness” (Retention / Crashes / Bugs) ✓IMO: Google Play ASO is much more complex than App Store ASO (Nobody’s teaching Google about Search or fighting SPAM) ✓“More data-driven” > ASA data, App Store / Gplay UA reports data, Installs per keyword (Gplay) ✓Goals of ASO: get more downloads, lower UA costs
- 8. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN App Stores: ✓App Stores continuously evolving > Fight SPAM + Improve results? (+ Ads / make money) > Technology ✓Google Play: Machine Learning / Natural Language + Image Processing + Scam / Spam apps ✓App Store: Subtitle bug, Pre-order, special characters in the App Name…
- 9. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Visibility on the app stores: SEARCH BROWSE TOP CHARTS FEATURED RELATED SIMILAR TOPIC QUALITY QUANTITY DWNLDS RELATEDNESS / USE OF APPS TOPIC (only Google Play)
- 10. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Google Play uses Machine Learning to: ✓“Gain a deeper understanding of the topics associated with an app, in order to provide a better search and discovery experience” ✓“Provide personalized recommendations to users based on their previous app downloads and the context in which they are used” ✓“Fight spam and abuse on apps section of the Google Play Store” Source: Google
- 11. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN App Stores:
- 12. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ASO - Ideas: ✓Take care of QUALITY: Crashlytics, App Store crash reports, Android Vitals, etc. ✓Gplay listing: use synonyms, antonyms, related words… TOPIC / Relevance ✓Do UA the right way (downloads) ✓Keyword density is not as relevant as it was years ago…
- 13. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ASO - Ideas (2): ✓Good (unique) product = Fuel for ASO ✓Downloads = Fuel for ASO ✓Never stop tracking the app stores ✓Never stop researching / testing ✓Be the first in trying new app stores stuff (App Store Pre- orders, GPlay Pre-registers, etc.) ✓Black Hat ASO still works… Negative ASO.
- 14. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ASO REAL EXAMPLE ✓2 months Google Play simple app - competitive niche ✓1,235 char description (4,000 max) with bold, color and HTML (H2, H3) ✓NO focus on kw density, FOCUS on TOPIC ✓NO paid UA ✓App growing organically 100%
- 15. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ASO REAL EXAMPLE
- 16. 2. ASO & Machines A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 17. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 18. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN What is Link Building? “Link building is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site's authority. Backlinks are a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more (and better) backlinks tend to earn higher rankings.”
- 19. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Backlinks & ASO?
- 20. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Almost 2 years ago… LINK
- 21. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ✓Links (external) have a direct impact on Google Play ASO > Links are a strong SEO signal (Google Play Index / Google Index). Anchor text matters. ✓Will internal linking within Google Play Store improve visibility in Search? Why not? Googlebot crawls ALL the Internet… and https://play.google.com is a subdomain of https://www.google.com ✓Build backlinks to your store listing (direct URL) to improve Authority and visibility in Search
- 22. WAIT! Internal linking? A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 23. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Google Play Internal Linking - My hypothesis… ✓Links coming from Top Charts (Overall, Apps, Games, Category) - EACH TOP CHART + COUNTRY HAS ITS OWN URL ✓Links coming from other apps (Similar App Cards) - EACH APP + COUNTRY HAS ITS OWN URL ✓The more availability (countries), the higher Top Charts Ranks and the most and best Referring Apps (with good ranks) = The more Google Play Internal Linking… More visibility?
- 24. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Google Play Internal Linking (simplified) YOUR APP APP 1 APP 3APP 2 APP 4 TOP CHARTS Referring apps (Similar App Cards) HOMEPAGE DEVELOPER
- 25. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Google Play Internal Linking Website internal link graph example with GEPHI (photo via @AndresKloster)
- 26. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN So… Backlinks have a direct impact on Google Play ASO, but… How do I build links to my app / game?
- 27. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN App Link Building - 3 Strategies Strategy 1 - Boost your app URL link profile Build links directly TO your app Strategy 2 - Boost your domain (web) link profile Build links to your website (SEO), then link to your app URL from all the pages of your site. Strategy 3 - MIX Follow strategy 1 + 2
- 28. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN MEDIUM (post) ✓ Normal links = NOFOLLOW | Embebed links = EPIC WIN
- 29. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ZENDESK (helpdesk) ✓ Do you have a helpdesk on Zendesk? Build backlinks!
- 30. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Chrome Extensions ✓ Create a useful Chrome Extension and get a backlink
- 31. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Meetup ✓ Add links to your site / app in your Meetup profile (Social Networks buttons - BUG)
- 32. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Slack App Directory ✓ Create a Slack app and get a powerful backlink
- 33. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Webinars ✓ Participate in webinars (from others) and get a backlink
- 34. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Guest posts ✓ Write guest posts and get backlinks
- 35. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Product Hunt (& company) ✓ Launch your product (app / game) and get a backlink
- 36. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Bonus: POWER (followed) backlink from Google Play
- 37. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN How to track backlinks NOT SPONSORED
- 38. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN How to track backlinks
- 39. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 40. 3. Link Building A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Link Building - Ideas: ✓Links are the base of Internet. Google uses backlinks as a signal for SEO. Google Play uses backlinks as a signal for ASO ✓Do not start building links like crazy. Link building is good if properly done ✓BE CAREFUL with Anchor Text ⚠ ✓Do not buy links on black hat forums ✓Always ask your SEO team!
- 41. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 42. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Similar Apps - Google Play Console
- 43. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Similar Apps - Google Play Store
- 44. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Similar Apps - How they work ✓Google Play uses ML to understand the topics (text) associated to an app > LISTING (Title, Short Description, Description, User Reviews) ✓Google Play uses ML (Google Brain) to understand the topics (image) associated to an app > LISTING (Icon, Screenshots, Feature Graphic) ✓Similarity is about TOPICS & RELEVANCE
- 45. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Source: https://ai.googleblog.com/2017/01/app-discovery-with-google-play-part-3.html Similar Apps - How they work
- 46. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Similar Apps - ASO Factors ✓TOPIC - On-metadata: Title, short description, description, category, ICON, screenshots ✓AUTHORITY - Off-metadata: Downloads, user ratings, average rating ✓QUALITY: Vitals, Engagement
- 47. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Similar Apps - Ideas: ✓Can be a powerful source of traffic, when appearing as TOP 5 similar app in N apps / games. The more and more powerful referring apps, the more traffic to your listing. ✓Appearing in Similar Apps = 1 Internal link per Referring App ✓Similar Apps are THE SAME for all users (unlike “You might also like”) ✓Similar Apps change per day (even per hour), per country
- 48. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN SVRank (Similar Visibility Rank) by TheTool: ✓Proprietary rank that sort ALL the apps / games on Google Play Score by its visibility in Similar Apps per day, per country (93). Referring Apps: apps that refers to any given app in the Similar App Cards. SVRank #1 U.S. is the app with more visibility in Similar Apps in the U.S. ✓Tracking SVRank and Referring Apps Helps understand how Similar Apps work and how to improve visibility ✓Helps detecting Similar Apps penalties and algorithm updates > movements on Explore traffic
- 49. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN TOP 10 SVRank U.S (June 6, 2019):
- 50. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN SVRank Evolution (multi-country) example:
- 51. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN Spying Referring Apps:
- 52. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN SVRank - Similar Apps visibility penalty: App update rejection on March 23 > Similar Apps Visibility dropped to 0
- 53. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN SVRank - Similar Apps visibility penalty: Explore visibility + traffic dropped to 0
- 54. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN SVRank - Similar Apps algorithm update: App update rejection on March 23 > Similar Apps Visibility drops to 0
- 55. 4. Similar Apps & SVRank A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN With TheTool you can: ✓Track any app’s SVRank daily in 93 countries ✓Track any app’s referring apps daily in 93 countries ✓Get the TOP 250 SVRank per day, per country (market research) ✓Get ALL data via API
- 56. 5. Questions A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 57. A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN
- 58. Resources A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN ✓ TheTool blog ✓ App Discovery with Google Play, Part 1 (Google) ✓ App Discovery with Google Play, Part 2 (Google) ✓ App Discovery with Google Play, Part 3 (Google) ✓ Link Building guide (spanish) by Cráneo Previlegiado ✓ Link Building 2019 guide by Backlinko ✓ The Noob Friendly Guide To Link Building by Ahrefs ✓ The Effect of Backlinks Anchor Text (SEO) on Google Play ASO (App Store Optimization) ✓ ASO: The game has changed by @ThomasBCN
- 59. Do you want to see our new data? Visit our booth! A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN iOS 12 Real Time search with Rich Results… Similar App Cards data… Pre-order & Pre-register Download estimates… Removed Apps Intelligence…
- 60. THANK YOU! Let’s talk @DanielPeris daniel@TheTool.io https://TheTool.io A Different ASO Approach - Daniel Peris - June 7, 2019 - #ApplauseBCN