Topic: Does ASO work in 2021?
Does ASO work in 2021?
If you’ve been following the app industry for the last couple of months then it’s no secret that 2021 will bring huge changes to how we do our job, as well as how app developers/publishers will interact with Apple, Google and other platforms.To get more news about Android Keyword Ranking Optimization Platform, you can visit aso700.com official website.
There are quite a lot of changes: IDFA, ATT, changes to the Google Play console, and a new App Store Connect console (which doesn’t work very well right now, does it?). Lots of ASO practitioners, even seasoned ones, struggle to keep up with all of the stuff that’s going on and are getting frustrated. Is there hope? While there’s a lot of uncertainty out there, I’m here to let you know that there IS HOPE. Read on for a few of my tips for mastering ASO in 2021.
At Tilting Point we put a huge emphasis on communicating with clients and making sure we’re on the same page when it comes to games optimization. That’s why we highlight these changes and put emphasis on best performing solutions when reporting and explaining our ASO strategies.
We’re also working on a correlation report of different marketing factors and their influence on organics, especially installs. I’ll touch base on some of these correlations below.
Drifting Away From Text Metadata
Text metadata optimization is still one of the pillars of ASO, but its impact is becoming smaller. The app title limit on iOS has been 30 characters for some time now, subtitle and keyword fields have the same weight when it comes to ranking keywords, companies are getting increasingly defensive over their brand names (just have a look how Playrix trademarked ‘Scapes’ term recently), and of course competition is increasing. It’s not that easy to rank for a bunch of high-volume terms without significant support from UA or other sources (e.g. keyword boost campaigns). To add to that, auto-correction on iOS doesn’t help with ranking for lesser known terms or misspellings.
A fairly expected and inevitable thing that’s coming to pass: both Google and Apple are working towards obscuring the effect of organic optimization, making it part of paid user acquisition mix in analytics. As one great example, the new Google Play console doesn’t show pure organic traffic (both search and browse include UA views and installs). There are a few workarounds for this, neither of which is ideal but still better than being unable to report organic numbers at all.
Tracking organics through MMPs. You don’t have to filter out anything – it’s right there. They interpret organics as installs not attributed to any media source, so there may of course be some discrepancies. There’s also no way to split search and browse (trust me, I’ve checked), and not all the platforms are considering adding this feature in the foreseeable future.
Creating your own dashboard and pulling data from the consoles. This is a good solution that requires some effort from both you and the data team. It can be more precise than MMP when it is set up right. The only downside is that it requires constant monitoring of sources (e.g. Google will deprecate old reporting sources on August 1st).
Conversion rate is a variable that has a crucial impact on major ranking factors, and in return is influenced by things like crashes, reviews and app size. The main means of increasing conversion are keyword selection and optimizing graphical assets (icon, screenshots, feature graphics, video, etc).
It’s always been one of the core levers of any kind of optimization, and organic is no different. Whether it’s fitness, health, guitar lessons or games, CVR plays a vital role in an app’s success. In mobile marketing, ASO probably has the most influence on conversion out of all the other disciplines. We can play around with various graphical elements to persuade a visitor to become a user. The best approach for improving conversion is constant testing. Form hypothesis –> test –> apply/learn from mistakes –> iterate –> repeat.
Pumping those numbers isn’t an easy task and it’s a continuous process, but once it works, it also improves revenue down the funnel.