1. App Store Optimization (ASO) is the process of optimizing various elements of a mobile app like the app name, icon, screenshots, keywords, and reviews to improve visibility and downloads. 2. The document uses a cheeseburger as a metaphor to explain each element - for example, the app icon is like the sesame seeds on top of the burger and screenshots are like the top bun. 3. Properly optimizing elements like keywords, descriptions, names and reviews can help attract users and increase organic downloads, just as quality ingredients make a cheeseburger appealing. Developers must focus on each element to create the "perfect whole" for their app.

1. APP
STORE
OPTIMIZATION
FOR EXTREME NEWBIES
Warning: contains explicit visual content that may offend people on a diet.

2. Today’s challenge
is to explain you what
App Store Optimization is.
In the easiest way possible.

3. Guess what?
Challenge Accepted!

4. Let’s start!
Ready?

5. Classic definition (Wikipedia)
“App Store Optimization (ASO) is the process of improving the visibility of a
mobile app (such as an iPhone, iPad, Android, or Windows Phone app) in an
app store (such as iTunes for iOS or Google Play for Android). Just like search
engine optimization (SEO) is for websites, App Store Optimization (ASO) is for
mobile apps.”
Got it now?
...Okay, let’s make this easier.

6. Let’s start by taking
something that
everyone knows.
FOOD!

7. Cheeseburgers, to be more
precise.
Wait. Are you on a diet?

8. Sorry then, this will not help you
struggling against your hunger.
Where were we?

9. Uh yes. Cheeseburgers!
Okay. Now you might be wondering what could
be the relation between a burger and App Store
Optimization.
Well...

10. This is your app.

11. Surprised?
Let me show you why!

12. ...can be compared to the
elements of your app!
All the ingredients
making a classic
cheeseburger...

13. ...When submitting an app on the Apple App Store, app
developers can include a certain amount of keywords (100
characters) in what’s called the “keywords field”.
These keywords will help the App Store (based on an
algorithm) to rank an app in the search results according to
what users type during their searches.
There is no such field for Google Play apps so keywords
from the app description are used instead by the algorithm.
Let’s first recap all the elements composing an app:
- The product: the app itself.
- App Name: the title of the app.
- App Icon: the icon of the app.
- App Screenshots: the screenshots of the app.
- App Description: the description of the app.
- Reviews & Ratings: what users think of your app.
- App Keywords: the keywords from the “keywords field” (Apple App Store) or
from the app description (Google Play Store)...

14. It’s time to
demonstrate!
(...Finally!)

15. And finish at the bottom.
Let’s start
from the top.

16. 1. Sesame seeds
= App Icon
à Your app icon is the 1st thing people see
when browsing the app store.
• Sesame
seeds
are
at
the
top
of
a
cheeseburger.
• It’s
the
1st
thing
we
see
when
bending
over
our
cheeseburger
leaning
on
our
plate.
• Sesame
seeds
make
the
burger
look
good
and
appe<zing.
• They
should
not
overload
the
bun
but
there
s<ll
must
be
enough
of
them.
à If well-crafted, your app icon will make
your app look good and appealing.
à Your icon should not be overloaded with
too many things, this would confuse
users.

17. 2. Top Bun
= App Screenshots
à Right after seeing your icon, people see your
first 2 screenshots when browsing the app
store.
à Just like for food, visual is extremely important.
Screenshots are a powerful way to drive
downloads.
à Bad quality screenshots won’t make people
want to download your app: your screenshots
must be high-quality and thoughtfully crafted.
• Sesame
seeds
are
just
an
eye-­‐teaser…
The
big
bun
right
under
them
is
far
more
impressive.
• This
top
bun
represents
an
important
visual
element
of
the
burger.
Who
would
eat
a
burger
looking
bad?
• It
also
plays
a
big
role
in
the
taste
of
the
burger:
if
the
bread
is
bad
quality,
the
burger
will
not
be
as
good
as
it
can
be.

18. 3. Sauce
= Keywords
à Keywords from the iOS keywords field, or
from the description on Google Play,
are extremely important.
à They need to be carefully and thoughtfully
chosen to perfectly fit the app and its
potential downloaders.
à Just like sauce, keywords can change
everything. If well-optimized, they can
increase the visibility of an app in the store.
• What
would
a
burger
be
with
no
sauce?
Dry.
Not
tasty.
Incomplete.
• Sauce
adds
flavors.
It
is
absolutely
essen<al
in
any
burger.
• Changing
the
sauce
of
a
burger
can
en<rely
change
its
taste.
• Mul<ple
ingredients
are
required
to
create
the
greatest
sauces.

19. • Did
you
ever
wonder
why
there
are
pickles
in
cheeseburgers?
So
do
I.
• Did
you
know
that
82%
of
eaters
remove
the
pickles
from
the
cheeseburger
they
are
about
to
eat?
(okay,
I
may
have
made
this
figure
up
but
I’m
sure
it’s
not
far
from
reality)
• They
are
so
annoying.
But
s<ll…
there
they
are!
Maybe
because
some
people
(the
18%
le?)
would
start
a
war
if
they
were
removed.
4. Pickles
= App Description
à App descriptions are just like pickles. Annoying. And most of the
time, unread (or uneaten).
à App descriptions are however essential for the people who actually
read the app. In other words, it won’t harm people who won’t read it,
but would annoy those seeking to read more about the app if it was
missing. Just like pickles!
à App descriptions should be clear and easy-to-read.
à It’s still important to remember that keywords in Google Play apps
play a role in the App Store algorithm and that iOS app’s
descriptions are important in terms of SEO since the iTunes app
page is ranked in search engines (like Google).

20. 5. Cheese
= App Name
à How would you designate an app if it had no name? Be creative
and unique.
à However, just like cheeseburger got his name out of its most
important ingredient, your app name should also contain its
most important elements!
à That’s why it is important to use relevant keywords in your app
title. But be careful: don’t put too many keywords (4-5), use the
right dose and combine them together so that they become a
strong and meaningful phrase.
Like keywords would all melt together. (see what I did there?)
• A
cheeseburger
without
cheese
would
not
be
called
a
cheeseburger,
right?
• Who
would
like
to
eat
a
cheeseburger
with
a
cold
slice
of
cheese?
It
needs
to
be
perfectly
melted,
at
the
right
dose.
• There
are
tons
of
different
kinds
of
cheeses
and
therefore
tons
of
various
cheeseburgers
possibili<es.
• Finding
the
right
cheese
can
be
challenging.

21. 6. Patty
= The app itself
à The most important element of your whole business is... The
app itself! Like a patty, your app must be cooked perfectly!
à You can work as hard as you want on the other factors: if
your app is bad, you won’t succeed.
à Find a niche. Analyze what’s missing, what people actually
need. Be the solution to an existing problem. Be an engaging
game. Make people’s lives easier. Be creative. Be funny... Be
anything you want. But be good.
à Don’t be afraid to come up with something unusual: veggie
burgers rock!
• Okay,
although
cheese
was
a
highly
important
ingredient,
what
on
earth
would
be
a
cheeseburger
with
no
meat?
• To
all
vegetarians,
I
see
you
coming…
meat
OR
tofu-­‐plant-­‐corn-­‐vegetables-­‐made
paWy
of
course!
• You
can
have
all
the
other
ingredients
perfect,
if
the
paWy
is
not
good,
the
cheeseburger
won’t
be
good
either!

22. 7. Below Bun
= Reviews & Ratings
à Reviews & ratings are extremely important. The app is resting
above them just like a burger would on its bun.
à They influence drastically users to download or not to
download the app.
à They attest the authenticity and the quality of the app.
à Users trust other users.
à The more positive reviews and ratings = the higher the ranking
in the store = the biggest chances of being downloaded.
à Encourage users to leave a positive feedback. Use push
notifications wisely.
• Last
but
not
least.
The
below
bun
is
the
base
of
the
burger.
It’s
on
it
that
the
whole
product
leans.
• Without
any
bun
at
the
boWom,
it
would
be
harder
for
the
eater
to
appreciate
his
burger.
• Just
like
the
top
bun,
the
bun
at
the
boWom
should
be
high
quality.
Bad
buns
won’t
please
eaters
and
won’t
help
its
reputa<on.

23. Your app is like a
cheeseburger.
See?
I told you!

24. Now, you got work to do!
Now what?

25. The point is to maximize your
chances of being discovered!
You need to optimize
each of these factors.

26. Because this is all about pulling
users towards your app.
And therefore increase
your organic downloads.

27. This is called App Store
Optimization.
These users will therefore
be high-quality users.

28. Just like a perfect cheeseburger.
The process of improving
all the factors of your app
to make a perfect “whole”.

29. It won’t sell itself on its own.
There’s just too much
competition.
Crafting a great app is
not enough anymore.

30. It’s a common mistake.
Don’t publish your app on
the Store without
optimizing it.

31. There are plenty of tools
and services that can help
you out.
Convinced?
Start App Store
Optimization right away!

32. Share this presentation with your
friends if you want to help them
with their ASO (not their diet...)
So...
What are you waiting for to
become the next ASO Chef?

33. Who am I?
Laurie Galazzo, Content Strategist at AppTweak (and I LOVE )
Email me if you want to talk about ASO (or food?)
Guess what? The ASO report of your app is already done.
Discover it on
laurie@apptweak.com
@AppTweak
facebook.com/AppTweak
www.apptweak.com
How’s your burger doing? Is there anything missing?
Cheese, sauce... pickles maybe?
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Let us help you cook the perfect burger!