Transcripts
1. What is App Store Optimization and why it matters: Hey, everyone, welcome to the scores. We're going to talk about A S O. And it's a really interesting topic. First of all, before we start, I would just like to give you a definition because many people are familiar with the term eso or Absar optimization is all about increasing visibility in the APP stores by getting Iraq during high in the search results. This way, more people are able to find your app and downloaded. In a way, eso is like CEO. But for mobile apps, it is the process of improving enough visibility in the APP stores through the optimization off the various elements which influence the store ranking algorithm. And what is important is to really, in this case, increase your visibility off Europe. So you can rang, Let's say, among top 10 off the off the certain search query and then in that way you will gain more users. People who will download and discovery erect. So eso is also known as app store CEO Absar optimization place to raise so app store A so ab search optimization etcetera. So just in case that you heard some other terms for for this same area and keep in mind that given the high level competition out there, there are many different depths, so it's really important to stand out, and eso actually allows you to do just that. So it's something. It's something that you continuously need to work on and something where you need to put a lot off effort. Okay, so it should definitely be part, especially off your mobile growth. A strategy because you want to make Europe more visible among users. Bear in mind that a eso and keyword optimization are not a one shot, but rather an ongoing process. Your APP keywords should be monitored and adjusted regularly for the best results. So it's not just the one time thing that you can do and say, OK, I'm done with it. It's a work in progress. You constantly have to work on it, just like you do with yes, you Thank you for watching this intro, and I really, really hope to see in the falling videos
2. The difference between ASO and SEO: Hey, everyone, in this video, we're going to talk about the difference between a eso and CEO. We already mentioned what s always now let's remind ourselves what a CEO is. Its sense for search engine optimization, which is the prices of increasing the quantity and quality of traffic to your website through organic search engine results. The key word here is a website, and the key difference would be that ASIO surgeons and optimization or website and air. So is ab store optimization for mobile APS. One more difference that its prominent is that S O is about visibility and conversion rate to download on the stores, on the other hand, as series about visibility and click through rate on the Web search, therefore, ASIO does not focus so much on the conversion rate. It is much more about bringing people to the Web site while on the APP store users are more prepared to download certain APS when talking about s 02 different types of factors can be that defied on metadata factors and off Matadi. The factors, alternatively, when talking about CEO, there are on page and off page factors and in terms of specific placements air so focuses mainly on Apple App store. Better known is just App store and Google play store, but also on other APP stores such as Microsoft Sore Amazon, Appstore, etcetera ASEAN. Dunder, on the other hand, focuses on search engines, mainly Google as the market leader, but also beggar hoop. I do yandex etcetera, thinking for watching this video and I hope to see in the following one.
3. The difference between App Store and Google Play Store: Hey, everyone, in this video, we're going to talk about the difference between Apple App Store and Google Play Stork. And first of all, I would like to clarify something and the official name off the Apple App store. As I say, it's just app store, and I know it sounds confusing because absolute for me is like a general term for for the things that we're talking about. But for some reason, Apple says, officially, their name is like APP Store. So in order not to create any confusion throughout the course, you will probably hear me saying Apple App Store when I say that I'm referring to the APP Store. On the other hand, we have Google play store. Keep in mind also that while discourse will only be focusing on the Apple App store and Google play store, we won't dive into any other stores. I would just like to say something about these two stores, mostly publishers. When they publish an app and businesses, they put it on both platforms so they could reach a wider audience. They differ in some ways, but mostly they're very similar, especially in terms of telephones they have. They differ in the way they display those elements were going to see that in the falling videos. I prepared some great materials there. I would just like to say that in terms off number, Google Play Store has more APS downloaded and, on average, the ABs or less expensive on Google. But when it comes to the total revenue generated Apple stories much stronger anyway, think of watching this short video. This was just some intra regarding the play store's play store and app store in the following videos. We're going to talk much more about these two. Thank you for watching, and I hope to see you there.
4. On metadata vs Off metadata factors: Hey, everyone, In this short video, I just want to make a brief over you off on metadata and off Matt Data factors. Earlier, we mentioned them here. I just want to define them in a minute or two and that said so. Implementing an air so strategies a process that embraces optimization off your abs on metadata and off metadata on metadata factors are those elements off the product page of listing that can be modified within the APP stores. So the ones that are on the your as a developer publisher control those factors or elements are title your l developer name description icon screenshot feature graphics, etcetera. Optimizing on metadata elements will help you rank higher in search and explore sections. On the other hand off metadata factors are the external elements that are out off your control, but you can influence them. Examples include instal volumes, ratings user reviews, back Ling's etcetera. It was relevant to bring up this division so you could better distinguish factors that influence rap performance in the APP store. And this way you are able to know in which factors to focus and which ones are out of your domain at least directly. And in this following the falling videos were mostly be focusing on on metadata factors. That is the factors that you can influence directly. Thank you for watching and I hope to see you the falling videos.
5. Importance of the Keywords: Hey guys, in this lesson, we will talk about the significance off the keywords. Firstly, I cannot stress how important it is to use the keywords based on data. I would say that the proper keyword research makes around 70% off their overall eso process because you will have a group of keywords to use. Those keywords will appear in the title subtitle Short Description. Long Description, Etcetera, which means in every segment that is used to determine the results. Listing the best strategy in the beginning is to go for long term keywords. That is the key words combination that they're a bit more specific. Unusual search requests, keywords and have a lower competition. They have less traffic that the one word or mid tail keywords. But if you target keyword combinations for specific surges, Europe has much better chances to show up. You should also aim for the key words that have a high volume but low competition. That sounds, of course, is a winning formula. Ranking for those keywords will improve the visibility off your APP. Dramatically. One room are here at the moment of this recording. Only Apple App store has a separate keyword field to put the kid, but you want to optimize four. Alternatively, Google Play Store does not have one, but it does the optimization based on the keyboards frequency in their app elements that I mentioned. Title Subtitle description etcetera. When it comes to the tools, go with the ones you already know. It doesn't have to be any specific one for the research, so Google keyword planner is a very good one. But as they said, there are many other free tools to find. Lastly, look for the relevant keywords in the review rating section. It's a great advice. You can try to analyze what people find great about your app, in which segment it helps them etcetera. Very often, some good and relevant keywords Aero located right there. Consider that it's another good keyword research talk. Thank you for watching, and I hope to see the falling videos
6. Google Play Store ASO elements: Hey, everyone, in this video, we're going to talk about the Google Play store elements for the absolute optimization. And keep in mind that this will probably be a bit longer video, because we're going to cover all of the elements out there. And first of all, I want to show you this photo where you can see basically two great photo, which shows the position off different elements on the play store. And you can see here. Where is the icon Apt title developer named Category, even some number screenshots description, etcetera. Keep in mind that the position or the name of these elements might change or have already changed, but the point will generally remain. That is why I want to cover this. Optimizing all these elements will help you rank better in search and get more downloads. So let's go through through them, and I will try to comment on each one of them. Firstly, let's talk about your l older not shown on the image. This element, the streaky. Once you said it, there's no modification. Later, in Google place, store cures included in the domain or your oral acted a strong ranking factor for app search. Therefore, be sure to include, if possible, if possible. Any keywords in your euro, a developer name, according to some sources, including certain keywords in your developer name can help You rang better. However, that might not always be recommendable because you may account or some legal issues if you include on the Tora ties, name and worths. What is sure is that Google favors ABS from the developers with a positive history and ranks them higher in surgery. So always aimed towards that. Of course, tidal Google allows up to 50 characters when it comes to the title. If you think that's it is not enough. Let me just say that Apple currently allows, even if you were on its APP store, which we're going to see later. Was important is to keep your brand name short, easy to memorize and, most importantly, optimized. The most relevant keywords should be included in the title alongside your brand name. But don't just include the keywords that you think irrelevant. Bring decisions based on data. So with first you need to research the relevant keywords, determine the volume and competition. After that, you can start a lemonade, eliminating some keywords and when you're left with a relatively acceptable sample, you contest to see which one of those work best. The perfect title should be structured in one of the four following ways. And as you can see, it's basically the combination between your brand name and keywords and the position. To be honest, I'm always advocating for one off the last two versions. Some research suggests that putting key worth at the beginning helps in ranking better. In other words, ranking keywords in a descending order off importance and putting your brand name at the end might give you a better ranking place. But very, very often that is a really minor difference, and another quick tip that I friendly haven't tested yet. Try adding emoji to your APP title to grab attention off the users when they browse or search the store. The next element short description short description will usually represent the first few sentences off your long description. It is actually like a preview off the long description. Therefore, some connection should exist. Short description should be like a summary of what your app is and should definitely include the most relevant keywords and the main purpose of Europe. Keep in mind that short description at the time of this recording can be up to 80 characters. Therefore, keep it brief off the mice with right keywords, and one good tip would be to include emoji. It could be a smiley or any other simple, but something that helps enjoying I attention. Long description is next element. Description is another element. There is a part of the own meta data factors, so it's really, really important to utilise its strength. Firstly, the purpose off the long description is to improve the APP rankings in the Google Play Store search algorithm. Secondly, it should pursue the visitor to download the app, so it has to be actionable as well. Here you can worry less about the numbers of characters because you will have up to 4000 to use if you know how to probably optimize attacks and included the relevant points. That should be enough, believe me. So make sure there's no keyword stuffing and make the text a readable Don't just write it for the algorithm, right it for humans because they will read it. Here are the 77 quick tips and writing the long description. First highlight was great about the app and shares some interesting and exciting facts. And although you have 4000 characters available, tried to say everything within 3000 to 3500. Synchronize the short and long description. They go together anyway. Lock allies or translate the description to every language for which you want to rank and get audience focus on the middle and long tail keywords rather than running in just generic or one word ones use bullet points or numbering to describe the features that is much easier to read and understand, and finally includes emoji cannot hurt a graphically enrich the text of it. The next element is what's new. What's new should give a really inside in what's new. Instead, off being a short description, which is very often the case, and that means that it should be updated every time there's an up update, you have up to 50 characters here, which is fairly enough. The text here will depend on the type of update, but since it is up to 500 characters, you can maybe include ascendance or to wizard and key words that can be added after the update description. Google states that this section is not taken into account for the ranking, but it will not cost you anything to include a few key words. Anyway, if you have enough characters left, I can I can is the first visual contact that visitors make with your app, so it should definitely be eye catching. Europe will be list that along bunch of father wraps. It is hard to stand out in that case, of course, but think off the ways you could. Sometimes, for example, replacing a logo with another graphic and the icon can help. For instance, let's say that you have an app that helps people stretch better. You already you're relatively new on the market. You have a good logo, but it's not widely recognizable. In that case, you should think off using a photo off the man or woman stretching or doing a split because that instantly shows what Europe is about. Besides, don't forget that the Eiken, together with title and developer name, of course, are thing that users see in the actual surge result in Google play store. So these elements are the ones that have the most impact on the search optimization. Some things that sometimes that I can give you here is to use the high resolution. I can avoid tax in the I can check the competition and be different, possibly at borders, to make the up more visible. Feature Graphic is the last element we're covering here. Google sometimes changes the place of the graphics, but the feature is almost always present. This is another powerful on made it metadata factor, and we're talking about videos and screenshots when we say future graphics, so you can include both video and screenshot here. Keep in mind that users cannot download every single app to see how it looks and work, so they need some kind of a preview to aside. For that reason, Google play store allows graphics. Your video or screenshots should not lie about the APP. Users will be able to check that in a few moments. What you should do is definitely aimed toe attract with those visuals. Show them the coolest features off your app. Some interesting things you have and what is waiting for them is one ones they download. Both Google and Apple recommended acts for the preview videos to show only in APP experience, not animations or people using the app like over the shoulder recording or fingers crawling or touching Apple tends to be a bit stricter here when it comes to that. Therefore, be careful which type of video you're going to include. I personally saw videos get approved and images that do not show enough experience. Another thing you can do is to localize your video. Do that to do that uploaded in different languages or upload just a transcript, which Google will automatically display, depending on the user's language settings. As for the four Met landscape is the recommended one, despite the fact that the mobile phones are used far more for the upsurge is when it comes to the screen shots. You can just ride the tax in different languages. If you're targeting different audience, thank you for watching, and I really hope to see in the following videos
7. Google Play Store Ads (short overview): Hey, everyone, welcome to yet another video on the topic off play store in this really short one, we're going to talk about the Google play store ads. Basically, if you want to promote Europe in the play store, you have an option to do so. If you have taken a look at my Google ads scores we covered, I think a little bit on that topic in that course. But I'm going to mention that again. So among different campaign objectives, you have one that is related to the abs and basically, what you can do. There is set up a campaign which will promote Europe, which will give it more visibility. How that works well, you set up a normal campaign, and then Google will run it through different the placement, such as Google search, YouTube, Google Display Partner network websites and, of course, play store. So basically would be able to show Europe above other wraps, and that might give you more download. And the more users you can optimize for, as I said, more downloads or some in that experiences, and that is really cool. Besides that, I have nothing to ride here more so if you wish you can promote your ripe. You can set up some budget and spend it to see whether people will long road Europe more. Thank you for watching, and I really hope to see the falling videos.
8. App Store ASO elements: Welcome back, everyone. In this video we're taking a look at the apple app store elements for the absurd optimization. And again, this will be a bit longer Video as the previous one when we talked about the Google play store ailments. It is simply because this topic is free broader, many things to cover and it cannot fit into a few minutes video. Again. I prepared an image showing you the position of different elements this time in the APP store and you can see them how they look like they're a bit different from the play store, but more or less you can see the same elements list that there I found this great image on the mobile action website. Keep in mind that the position or the name of these elements my change or have already changed, but the point remains and again optimizing all the elements will help you rank better in the surgeon, get more downloads Before we start with the elements, I will stress something really, really, extremely important. Some elements in the APP store can be updated only when you update the whole app that has introduced a new version. So plan your changes in advance. It won't be easy justice clicking safe when it comes to Apple App store. So with place or it's much easier to implement changes is basically you go like at it. You put the changes and say, but here they ask you to have a new update every time you really you implement a new change , so be careful with that. The first element we're talking here is keyword field. As we covered with the Google Play store, keyword research is probably the most crucial part of the air. So Apple App Store differs in a way that there is a specific he would feel where you can put the ones you want to optimize for. At the moment of this recording, Apple allows up to 100 characters to be used, which translates to, let's say, 8 to 13 words more or less. It is pretty clear on what to do here. Simply aim for the relevant keywords that have high volume but low competition. Arguably, it is considered to be listed in the top 10 results for an average search, key word and having a low ranking on a highly popular keyword. Although it is crucial to focus on long tail keywords rather than the single ones. The algorithm will only rank rap on the exact combination if you have used space. Alternatively, if you use a coma to separate single terms, the APP store algorithm will automatically combine all the key words together that you road there in order to create more combined opportunities. Here's an example to understand better if you want to be. Index on quote. Learn English. Don't include quote. Learn English in that way with space in your keyword field, but rather quote, learn comma English. No space before or after Tacoma. This will allow you not only to rank on. Quote, learn and quote English separately, but also on English. Learn all learning and other possible combination so don't miss on these opportunities. Avoid using spaces and you will also against characters. More final thing to know. Here it takes about three weeks for the algorithm toe index all your keywords properly. Furthermore, apple now gives a seven day boost toe all new APs or new releases. So if you see initial boom, don't take that too seriously right away. Wait for a few weeks. You see how the analytics will perform because it may fade over time. Okay, so that was a key word. Feel very important element. It is not directly in that form. Present in the Google play store at name or title. The algorithm employed by the Apple App store uses primary key words coming from the APP title and subtitle in order to rank abs for specific search queries. Examples confirm that APP store keywords placed in the AFC title have more weight than the ones used in the keyword field. This is very important to remember. This suggests actually how important the app name is. The APP store only allows up to 30 characters in your title. That means that it will be hard to go with the same title on Vote Google play Store an apple store, so Apple pushes you to come up with even shorter title. However, Apple has a subtitle section where you can compensate the characters lost in the title, so you may wonder why I will reduce their number of characters such level. While the idea behind this limitation is to avoid cured stuffing and therefore improve discover ability and the overall app store experience with the small numbers of characters allow. It is very, very important to choose the strongest and most relevant keywords in your app. Named. Moreover, it's also important to avoid special characters in the title, such as Trademarks or copyright symbol, since it won, properly recognized be recognized for the girl. I will repeat the thing I mentioned in the play store section. The perfect Idol should be Search erred in one of the four falling ways, and you can see so combination off friend keywords and their position. So again, I'm always advocating, as I mentioned earlier for the last two versions. Some research suggests putting keywords at the beginning helps in ranking better. Therefore, ranking keywords in descending order off importance and putting your brand name at the end might give you a better ranking place. But as they said that when we talked about play store, that is usually a very minor difference. Subtitles there Next element. Apple allows an additional short space under the APP name that can be seen as a compensation for those only 30 characters in the title. Since the APP subtitle is 30 characters, plus the 30 from the APP title, this makes a total off 60 characters. So it's not so bad as you maybe initially told, since Google play Store only has 50 in Total and there's no subtitle, the best way to optimize the UPS subtitle is to use very strong, descriptive and irrelevant keywords. Don't repeat the keywords used entitle, so it would be ashamed to use a limited space of 60 characters to repeat the same keywords . And I'm pretty sure that even if you do that, it will be only taken once into account. Developer name. Not so much to say when it comes to developer name. Ah, highly reputable one can get Europe some conversion. Besides, be sure not to fall into any legal issues or break any cop arise by using the wrong name or something. Similar. Promotional tax is a 107 characters text field appearing at the top of the APP description . Its main purpose is to let users know about the latest AP News and Features. It's similar to what's new section on the play store. The point of this field is tell users what is new about the app, and it is desirable to keep it updated every 4 to 6 weeks also focus on some features that you introduced and draw visitors attention. In that way, According to both platforms, the algorithm does not index the tax in this section, in this case, promotional text. In the other case, what's new? But as I said, inserting a few relevant keywords won't cost you anything. If you have some spaces left, Description description could be up to 4000 characters and should be optimized properly. You may following to trap that people don't read those wrong descriptions, and frankly, the majority does not. However, that does not mean that you should skip it's optimization. There are many things you can do here. For example, using the bullet points to organize the information will help users to navigate better through the text. Localizing the tax is another important tip. It will help you reach brother audience. If you're tackling different markets, many developers make a mistake off, optimizing only the first few sentences of paragraphs of the long description. That is a good starting point, of course, but you should do that with the whole tax. The more relevant keywords you have, the higher chance of ranking better in the overall search as mentioned for the play store. Some good tips for the long description include highlighting what's great about the app and share some interesting and exciting facts going for approximately 3000 to 3500 characters instead of using the full capacity of 4000 focusing more on the detail and long tail keywords rather than just on the generic and one word ones. And finally, again, including emoji to and the rich. The text won't hurt you. One last thing here that I want to mention be careful, which right in your description why Apple has a known history of fact checking the things that you right there. So if you mentioned that you work with certain NGOs, donate some percent off your revenue or have millions of users etcetera, they might ask for the proof or more information about that. In case you're being dishonest, African check it, and that can influence your approval time and ratings in the future. So be extra careful what, you right there? I can Is there next element? The first visual impression in the APP store is the at ICANN, so it's really important to have one that sends out were, and the one that will get users to explore the app in more depth. Once again, Some good tips when it comes to the icon or don't include any words, make it consistent with your app. Use high resolution. Try adding her borders, if possible, so it looks good on all backgrounds. It's a truck and the last element that we're covering against feature graphic. So videos and screenshots screenshots are one of the most important conversion optimization factors. They don't directly affect the ranking, but as they can be seen in the search results, they affect the click rate and thus conversion rate. Normally, you can have up to 10 screenshots. If you don't want to have a video than the feature option, will be the 1st 3 vertical screenshots or one horizontal one. Be careful about which screenshots you want to see featured. If you're not including the video and also remember to localize and transfer, translate screenshot attacks for different audience and, of course, test. You won't be sure which option is the best if you don't test and including the video is also good. Think it helps you improve the visibility and ranking off the app. Keep in mind that the video one play automatically, so good time. Time nail is important if you put any tax on the time, they'll make sure that it can be visible on the phone as well. And landscape format is the recommended one, despite the fact that mobile phones are used far more for the upsurge is the last thing I want to say that both Google and Apple recommend and ask for the preview videos to show only in app experience. That's the thing I mentioned earlier, not other elements. You cannot show people using the app like over the shoulder recording or fingers crawling or touching on. Keep in mind, I'm stressing that here again, as they did with the place store, because Apple tends to be stricter when it comes to that. So be careful in which type of video you're going to include. Thank you very much for watching, and I hope to see the falling videos
9. Apple Store Search Ads (short overview): Welcome back, everyone in this video, we're going to talk about the Apple search ads. It's a way that you can increase the visibility awareness and downloads off Europe through the paid promotion. Apple Sir Jets are a bit different from the other ad platforms that you may think off. They offer two options. Apple Search as basic and Apple Search as advanced. Basic version basically gives you the option to promote up Teoh 50 APs and to spend $10,000 per month per app. So it's a bit easier and more simplified set up. And also you don't have that many opportunities to choose on interests or keywords. So you're targeting possibilities are very limited. When it comes to the advanced option, you have no limitations there. You can choose your creatives budget interest to target keywords and so on. That was just a simple overview off how the Apple search That's work. As we mentioned the same thing for the Google play store I wanted to cover now that for the APP store there is a possibility. If you wish to promote Europe, you can do that. Thank you for watching, and I really hope to see in the falling videos
10. Importance of the A/B testing: Welcome back, everyone. Thank you. Once again for following the course in this video, we're going to talk about the A B testing. And first, let's actually explain how a B testing works. To perform a Navy test, you need to create two different versions off your listing element and compared them against each other during the experiment. Half of the traffic ghost to version A and another half goes to version bead and then both options air compared to determine the best result it resistance shall here to test with a variation in only 11 listing element. Otherwise, it's hard to determine which of the changes caused an improvement. Google placed Oryx pyramids are easy to use, free and capable of calculating, statistically significant results. When you go to Google, play console and find the store listing experiments option. You can run tests to find the most effective graphics or tax for your app. In other words, you contest variants against your current version to see which one performs best bear in mind that a new update on placed or gets rolled out gradually toe 25 50 75 etcetera percent off the users that this is really good thing, because if something crashes in the new update, not all the users will have a bug, but only fraction off them. You can fix it and then publish to everyone. When it comes to the Apple App store, it's different. The option off created texting testing in Apple Surge, as is not a full scale A B test service but is in a way comparable to the A B testing. Told that Google has one pretty little rigid method off a B testing is to publish a porn version, let it run for a few weeks and then run the second version and compared the results. This is a bit tricky because you're not testing for the same period or the same external factors, however, it can help at least to bring some conclusions. Thank you for watching and help to see in the falling videos
Nikola Lugonja, HR and Marketing Instructor
