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| | 5 App Store Optimization Topics That You Should Ca (23rd Jun 21 at 2:03am UTC) | | 5 App Store Optimization Topics That You Should Care About
If you are managing an ASO strategy, then you probably have a lot on your plate between trying to figure out the latest algorithm changes, discussing the need for your product, UA or retention partners to address the various Google Play ranking signals, pursuing feature opportunities, researching keywords, directing A/B testing backlogs... Or one of a thousand other activities. We get it! We're all in the same boat  To get more news about Aso Optimization, you can visit aso700.com official website.
#1 App Store Browse/Google Play Store (Organic) Explore
Have you taken a look at your Browse/Explore traffic lately?
Leading the way, Google has been ramping up the volume from recommended app lists, leaving you likely to find that a large percentage (perhaps even the majority) of your organic traffic is now sourced from Explore.
This means that you, as an ASO must be aware of how the factors that influence explore viability are influencing this key chunk of your downloads; and these factors are largely based on offline app usage data maps, not keywords (but keep an eye out for how Google's tags pan out as an optimizable ASO lever), as well as other performance-related factors.
#2 Organic Uplift
This one shouldn't be a surprise for anyone engaged in ASO marketing at-scale, but across the industry this one still does not seem as commonly studied as it should be, given how much of a proven impact on ASO performance organic uplift has.
In short for those not well-versed, organic uplift describes the relationship between organic and inorganic (most commonly paid activity) download velocities, wherein an app earns more organic downloads from significant increases in inorganic download velocity. In the early days of ASO, bursting strategies were commonly used by apps looking to cash in on the boost in organic downloads that came from being listed at the top of the top charts. These days, top chart bursting still exists as a component of organic uplift, but organic uplift is also be powered by improvements in recommended app or keyword rankings, as well as "delayed paid attribution," or increases in searches/downloads on an app's name by people who saw but did not click on ads, and later searched the app name to download the app.
#3 Localization
Localization is nothing new. But fierce competition, rising competitor budgets, the organic squeeze, and the expansion of which keywords an app can rank on beyond the directly submitted keyword metadata (e.g. competitor names) have rendered a diminishing curve on the return that ASO marketers can achieve by maximizing their efforts in a single country. It's high past time to go international to pursue growth.
#4 Store Personalization
While Apple began customizing the view that each user sees in the App Store in iOS 12 Apple, the topic of personalization is much trickier and impactful in Google as it relates to the first topic of Explore traffic.
Determined based on your previous installed apps, search trends, and other factors unique to your digital footprint, Google's recommended app lists are highly personalized and therefore highly challenging to track. In fact, there is currently no ASO tool that can track your recommended app lists. While it was outstanding that Google began offering search term data, this doesn't help with tracking which recommended app lists your app is ranking for, in which positions, and moreover what star rating, download velocity, conversion rate, etc, is needed to improve your recommended app rankings and drive more Explore downloads. Being able to see downloads from featuring split from top charts and explore would be a nice first step.
#5 Exponential Visibility
Q: What's the difference between rank #1 and #3 for a keyword?
A: Quite a large change in visibility in the people who will see your app, especially if the keyword is branded - and especially on iOS where there are only 2 app results on-screen at once (only 1 if one result is an editorial/story placement).
Q: What's the difference between rank #50 and #75 for top chart category rankings?
A: Not much. While it may be nice bragging rights, don't forget that most people don't scroll that far to see which apps to download, so don't expect many more downloads if your app's top chart rank shaves off 30 spots from #100 to #70. | |
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