This document summarizes an App Store Optimization (ASO) conference presentation. The presentation discussed various ASO challenges including lack of standards, unreliable store data, the large number of app stores to optimize for, and high percentages of apps that receive no downloads. It also covered ASO basics like optimizing the app name, keywords, description, localization, icons, and screenshots to improve search engine results and downloads. Tips included starting descriptions with a compelling tweet-length intro, using bullet points and lists, and hiring professional translators for localization.

1. App Store Optimization
Singapore,
October
25
2014

2. iOS
&
Android
App
Store
Optimization
Mariano
Glas
Founder,
Owner,
Editor-­‐in-­‐chief
Serienjunkies.de
@murrayde
+MarianoGlas
marianoglas
Mariano_Glas
Conference
Apps
for
iOS
&
Android
using
Appcelerator
Titanium
Singapore,
@murrayde
October
25
2014

3. Mobile
First?
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization

4. Mobile
First?
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization

5. Why
ASO?
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
Source:
yodel
mobile

6. The
Problem
0,1%
Apps
50%
Downloads
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
Source: XYO

7. You
still
can
win
big!
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
https://www.adjust.com/assets/downloads/AppleAppStore_Report2014.pdf

8. iOS
&
Android
App
Store
Optimization
ASO
Challenges:
°
No
Standards
°
No
reliable
data
from
Stores
°
Analytics
°
There
are
more
then
two
App
Stores
°
Rock
the
SERP
°
~50%
all
Apps
=>
/dev/null
°
Craftsmanship
Singapore,
@murrayde
October
25
2014

9. iOS
&
Android
App
Store
Optimization
ASO
Challenges:
No
Standards
°
Trial
&
Error
–
your
daily
business!
Singapore,
@murrayde
October
25
2014

10. iOS
&
Android
App
Store
Optimization
ASO
Challenges:
No
reliable
data
from
Stores
There
are
no
reliable
data
on
the
°
Search
behavior
°
Search
volumes
°
Keywords
°
user
behavior
!
I
would
get
suspicious
if
someone
try
to
sell
me
these
data
Singapore,
@murrayde
October
25
2014

11. iOS
&
Android
App
Store
Optimization
ASO
Challenges:
There
are
more
then
two
App
Stores
°
App
Store
°
Operating
system
°
Version
°
Device
°
Country
(localization
/specific
adaptions)
°
Translation
°
payment
model
(Free/Freemium/Pay)
Singapore,
@murrayde
October
25
2014

12. iOS
&
Android
App
Store
Optimization
ASO
Challenges:
!
Big
Spending
vs.
Free
Thinking
Apple
App-­‐Store:
10-­‐40k/day
for
Top
10
rankings
!
vs.
!
ASO
/
SEO
/
Marketing
/
PR
Singapore,
@murrayde
October
25
2014

13. iOS
&
Android
App
Store
Optimization
ASO
Challenges:
Rock
the
SERP
Google
search
for
a
well
known
App*
:
1.
Website
2.
Google
Play
App-­‐Page
3.
iTunes
Smartphone
App-­‐Page
4.
iTunes
iPad
App-­‐Page
5.
App
im
Windows
Store *
Google
organic
ranking.
Privacy
mode.
Singapore,
@murrayde
October
25
2014

14. ASO
Challenges:
~
50%
of
Apps
=>
/dev/null
50%
of
all
Apps
on
the
Apple
App-­‐
Store
are
never
ever
downloaded.
Not
even
by
the
coder*
*
Source:
Adeven
2012
Survey
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization

15. ASO
Challenges:
ASO
is
Craftsmanship
A
Craftsman
needs
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
✓ Plans
✓ Deadlines
✓ Tools

16. iOS
&
Android
App
Store
Optimization
Exploring
the
App
Store
Source:
http://www.parisoma.com/app-­‐store-­‐optimization-­‐on-­‐metadata-­‐off-­‐metadata/
Singapore,
@murrayde
October
25
2014

17. Exploring
the
App
Store:
Beginer
Source:
Mobile
Media
Report
NIELSEN
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization

18. Exploring
the
App
Store:
Advanced
User
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
Source:
Mobile
Media
Report
NIELSEN

19. iOS
&
Android
App
Store
Optimization
Search
the
App
Store:
What
about
Siri?
Singapore,
@murrayde
October
25
2014

20. iOS
&
Android
App
Store
Optimization
Search
the
App
Store:
What
about
Siri?
Singapore,
@murrayde
October
25
2014

21. iOS
&
Android
App
Store
Optimization
Search
the
App
Store:
What
about
Siri?
Singapore,
@murrayde
October
25
2014

22. iOS
&
Android
App
Store
Optimization
App-­‐Store
Highlights
und
Fails
Searching
for
“Make
App”
Singapore,
@murrayde
October
25
2014

23. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
Source: Apple Appstore

24. iOS
&
Android
App
Store
Optimization
App-­‐Store
Highlights
und
Fails
Singapore,
@murrayde
October
25
2014

25. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014

26. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014

27. iOS
&
Android
App
Store
Optimization
Searching for „Gas Prices“
Singapore,
@murrayde
October
25
2014
Source: Google Play Store DE

28. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
Source: Google Play Store DE

29. Automatic approach
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
http://4sj.de/aso1

30. iOS
&
Android
App
Store
Optimization
Mixed approach: local & ranking
Singapore,
@murrayde
October
25
2014

31. Mastermind approach
Singapore,
@murrayde
October
25
2014
iOS
&
Android
App
Store
Optimization
Amazons A9
Search Exec
Benoit Dupin
hired by Apple

32. iOS
&
Android
App
Store
Optimization
Commercial
break:
Banners
suck
Singapore,
@murrayde
October
25
2014

33. iOS
&
Android
App
Store
Optimization
Commercial
break:
Winning!
Singapore,
@murrayde
October
25
2014

34. iOS
&
Android
App
Store
Optimization
Commercial
break:
System
message!
Singapore,
@murrayde
October
25
2014

35. iOS
&
Android
App
Store
Optimization
Commercial
break:
Uhm!
Singapore,
@murrayde
October
25
2014

36. iOS
&
Android
App
Store
Optimization
Commercial
break:
BEST
AD
EVER!
Singapore,
@murrayde
October
25
2014

37. iOS
&
Android
App
Store
Optimization
ASO
Basics App
Name
Keywords
Categorie
Publisher
Name
Support,
Marketing,
Help-­‐URLs
App-­‐Type
Description
Localization
Icons
Screenshots
Marketing
graphics
Product
Video
Links
directly
to
the
store
landing
page
Social
signals
Ratings
Reviews
Downloads
E-­‐Mail
Marketing
✓ Title
✓ Keywords
✓ Description
✓ Localization
✓ Icons
✓ Screenshots
✓ Product Video
✓ Pricing
Singapore,
@murrayde
October
25
2014

38. iOS
&
Android
App
Store
Optimization
Enterprises:
You
need
App-­‐Editor
/
App-­‐Manager
Bild:
CC2.0
Intel
Free
Press
*
Chief
Of
Chaos
Singapore,
@murrayde
October
25
2014

39. iOS
&
Android
App
Store
Optimization
ASO
Basics
App
Name
/
App
Title
iOS Google
Play
Store
Name
der
App 255
Characters No
limit
?
Optimizing
Search 255
Characters 32
Characters
Optimizing
Device 12
Characters 8+1
Characters
8+8
Characters
Singapore,
@murrayde
October
25
2014

40. iOS
&
Android
App
Store
Optimization
App
Name
vs.
App
Title
Source: iPhone device / Apple App Store Desktop
Singapore,
@murrayde
October
25
2014

41. iOS
&
Android
App
Store
Optimization
ASO
Basics
Keywords
iOS Google
Play
Store
Number
of
keywords 100
Characters -­‐
Optimizing
Search Start
with
most
important
keywords.
Keywords
divided
by
comma
Start
with
most
important
keywords.
No
keyword
stuffing.
Optimize
your
description
Pro
Tip 1.
High
search
volume
according
to
your
2.
Little
competition
3.
High
relevance
4.
Don’t
include
your
app
title
1.
High
search
volume
2.
Little
competition
3.
High
relevance
@murrayde Singapore,
October
25
2014

42. iOS
&
Android
App
Store
Optimization
ASO
Basics
http://keywordtool.io/app-store
Singapore,
@murrayde
October
25
2014

43. iOS
&
Android
App
Store
Optimization
ASO
Basics
Description:
Best
practice
✓ Persuasion in 10 seconds
✓ Measure up expectations
✓ Bullet points
✓ Feature lists
✓ Short sentence
✓ Cite positive reviews
✓ Social Media Links
✓ Support mail and App Landing Page
Singapore,
@murrayde
October
25
2014

44. iOS
&
Android
App
Store
Optimization
ASO
Basics
Description,
Change
log
&
What’s
New
Description Intro: Think Tweet
Singapore,
@murrayde
October
25
2014
USP in 140 Characters or less
!
What‘s New is immediately visible
!
Google Play: Split huge keyword set in description
and change log

45. iOS
&
Android
App
Store
Optimization
ASO
Basics
Description,
Change
log
&
What’s
New
-­‐
Fail
Singapore,
@murrayde
October
25
2014

46. iOS
&
Android
App
Store
Optimization
ASO
Basics
Description,
Change
log
&
What’s
New:
Winning
Singapore,
@murrayde
October
25
2014

47. iOS
&
Android
App
Store
Optimization
ASO
Basics
Description
iOS Google
Play
Store
Number
of
Characters 4.000 4.000
Impact
on
search None High
Optimizing
Search Short
description
on
top
(more)
“Features
Apps.”
/
“Recommendation
of
the
day”
List
most
important
USP
Avoid
large
blocks
of
text
Avoid
large
lists
Use
Testimonials
Clickable
URL
on
Google
Play
(Testing!)
Singapore,
@murrayde
October
25
2014

48. iOS
&
Android
App
Store
Optimization
Perfekt:
App
Title
Description
Screenshot
Singapore,
@murrayde
Teaser
Icon
October
25
2014

49. iOS
&
Android
App
Store
Optimization
Perfect
Description
Singapore,
@murrayde
October
25
2014

50. iOS
&
Android
App
Store
Optimization
ASO
Basics:
Pro
Tip
Singapore,
@murrayde
October
25
2014

51. iOS
&
Android
App
Store
Optimization
ASO
Basics
Localization
iOS Google
Play
Store
Localization •
App
Title
•
App
Name
•
Description
•
What‘s
New
•
Change
log
•
Home/Support/Privacy
Policy
•
Screenshots
•
Error
messages
•
Categories
•
App
Type
•
App
Title
•
App
Name
•
Description
•
What‘s
New
•
Change
log
•
Home/Support/Privacy
Policy
•
Screenshots
•
Error
messages
•
Promotion
text
•
Categories
•
App
Type
Don’t
forget! Brand
names
swear
words
Inappropriate
language/Images/Icons/Videos
Singapore,
@murrayde
October
25
2014

52. iOS
&
Android
App
Store
Optimization
Localization
!
Singapore,
@murrayde
October
25
2014

53. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
Source: Distimo

54. iOS
&
Android
App
Store
Optimization
Tip:
Use professional
native translator
services. Not
Google, Bing or
anything else.
Singapore,
@murrayde
October
25
2014

55. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014

56. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014

57. iOS
&
Android
App
Store
Optimization
Localization
Highlight:
Error
Messages
Singapore,
@murrayde
October
25
2014

58. iOS
&
Android
App
Store
Optimization
Ratings
&
Reviews
Singapore,
@murrayde
October
25
2014

59. iOS
&
Android
App
Store
Optimization
ASO
Basics
Icons
iOS Google
Play
Store
Icon
size Master:
4096x4096
App-­‐Icon:
76x76,120x120
&
152x152
App-­‐Icon
on
App-­‐Store:
1024x1024
App-­‐Icon
Spotlight:
80x80
App-­‐Icon
Preferences:
58x58
App-­‐Icon
Toolbar:
~44x44
App-­‐Icon
Tab
Bar:
50x50
!
Master:
4096x4096
App-­‐Icon:
1024x1024
Optimizing
Search Big
influence
exploring
store Big
influence
exploring
store
Singapore,
@murrayde
October
25
2014

60. iOS
&
Android
App
Store
Optimization
App-­‐Icons:
True
colors
Source: iPhone test device
Singapore,
@murrayde
October
25
2014

61. iOS
&
Android
App
Store
Optimization
App-­‐Icons:
True
colors
-­‐
RED
YouTube Google+ Avira Mobile
Singapore,
@murrayde
October
25
2014
Red => stimulus color
energy & youthful vigor

62. iOS
&
Android
App
Store
Optimization
App-­‐Icons:
True
colors
-­‐
ORANGE
Badoo SoundCloud iBooks
Singapore,
@murrayde
October
25
2014
Orange => signal color
Trend: Orange & Yellow Icons

63. iOS
&
Android
App
Store
Optimization
App-­‐Icons:
True
colors
-­‐
YELLOW
SoundHound Watchever Snapchat
Singapore,
@murrayde
October
25
2014
Yellow => Trend color
Mix Yellow & Orange

64. iOS
&
Android
App
Store
Optimization
App-­‐Icons:
True
colors
-­‐
GREEN
WhatsApp 7 Min Workout Line Deco
Green promises something natural,
Singapore,
@murrayde
October
25
2014
health and inner peace.

65. iOS
&
Android
App
Store
Optimization
ASO
Basics
Screenshots
iOS Google
Play
Store
Screenshots Smartphone
3.5:
4
Screenshots
(960x640)
Smartphone
4.0:
4
Screenshots
(1136x640)
Tablets:
4
Screenshots
(1536x2048)
JPEG,
TIFF
or
PNG
!
Smartphone:
8
Screenshots
Tablet:
8
Screenshots
>=320
Pixel
<=3840
Pixel
480x800
and
480x854
PNG
or
JPG
(No
Alpha)
Optimizing
Search
Big
influence
exploring
store Big
influence
exploring
store
Singapore,
@murrayde
October
25
2014

66. iOS
&
Android
App
Store
Optimization
Screenshots:
Boring
Singapore,
@murrayde
October
25
2014

67. iOS
&
Android
App
Store
Optimization
Screenshots:
Boring
Singapore,
@murrayde
October
25
2014

68. iOS
&
Android
App
Store
Optimization
Screenshots
&
Usability
Fail:
Boring
Singapore,
@murrayde
October
25
2014

69. iOS
&
Android
App
Store
Optimization
Screenshots:
Show
what
the
user
can
expect!
Singapore,
@murrayde
October
25
2014

70. iOS
&
Android
App
Store
Optimization
Screenshots:
Meet
your
audience
Singapore,
@murrayde
October
25
2014

71. iOS
&
Android
App
Store
Optimization
Screenshots:
Meet
your
audience
Singapore,
@murrayde
October
25
2014

72. iOS
&
Android
App
Store
Optimization
Screenshots:
Huge
Difference
Singapore,
@murrayde
October
25
2014
Before After

73. iOS
&
Android
App
Store
Optimization
Screenshots:
Get
some
Action
mockuphone.com
Singapore,
@murrayde
October
25
2014

74. iOS
&
Android
App
Store
Optimization
placeit.net
Singapore,
@murrayde
October
25
2014
Screenshots:
More
Action
#2

75. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
2
Screenshots
iOS
8

76. iOS
&
Android
App
Store
Optimization
ASO
Basics
Marketing
Graphics
iOS Google
Play
Store
Graphics
-­‐
Marketing
Graphics
for
“Featured
Apps,
Staff
Picks,
Special
Events”
are
optional
bit
highly
recommended!
*
1024
x
500
(Frame:
924
x
400)
*
24-­‐Bit-­‐PNG
or
-­‐JPEG
(No
Alpha)
*
No
Transparency
-­‐
Old
(only
older
devices,
but
think
Asia,
Africa)
*
180
x
120
*
24-­‐Bit-­‐PNG
or
-­‐JPEG
(No
Alpha)
*
No
Transparency
Singapore,
@murrayde
October
25
2014

77. iOS
&
Android
App
Store
Optimization
ASO
Basics:
Recommended
to
1.3
Mio
Users
Singapore,
@murrayde
October
25
2014

78. iOS
&
Android
App
Store
Optimization
ASO
Basics:
Recommended
to
3.8
Mio
Users
Singapore,
@murrayde
October
25
2014

79. iOS
&
Android
App
Store
Optimization
ASO
Basics
Product
Videos
iOS
(>=
8.x) Google
Play
Store
App-­‐Stores Upload
Video
via
iTunes
Connect Link
to
your
YouTube-­‐Video
!
Tipp:
Use
a
non-­‐public
YouTube-­‐ID
and
YT-­‐
Analytics
to
get
some
numbers
that
you
can
not
get
from
Google
Play
Dashboard
Singapore,
@murrayde
October
25
2014

80. iOS
&
Android
App
Store
Optimization
ASO
Basics
iOS
(8.x)
• 30
Seconds
videos
• UI-­‐Demonstration,
Functionality
or
special
Features
(USP)
• Capture-­‐Video
-­‐
NO
„Shiny
Happy
People“
• Different
Phone
and
iPad
Videos
• Don’t
forget
about
localization
• Upload
via
iTunes
Connect
Singapore,
@murrayde
October
25
2014
Product
Videos

81. iOS
&
Android
App
Store
Optimization
ASO
Basics
Pricing
https://blog.sensortower.com/blog/2013/10/03/how-to-automate-your-app-promotions-and-testing-with-scheduled-price-tier-changes/
https://blog.sensortower.com/blog/2013/09/17/a-simple-ios-mobile-app-marketing-pricing-strategy-boost-your-downloads-with-a-price-drop/
Singapore,
@murrayde
October
25
2014

82. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
Social
Media
Promotion
1/3

83. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
Social
Media
Promotion
2/3

84. iOS
&
Android
App
Store
Optimization
Singapore,
@murrayde
October
25
2014
Social
Media
Promotion
3/3

85. iOS
&
Android
App
Store
Optimization
ASO
Basics
SEO:
Link
to
the
Landing
page
at
the
App
Store
iOS Google
Play
Store
App-­‐Stores https://itunes.apple.com/
<countrycode>/app/id<id>?mt=8
!
http://appstore.com/mac/
pixelmator
*
https://play.google.com/store/
apps/details?
id=<PackageName>
App-­‐Site
with
text
links
&
official
badges
Links
directly
to
the
landing
page Links
directly
to
the
landing
page
*
Apple
Document
http://4sj.de/aso5
Singapore,
@murrayde
October
25
2014

86. iOS
&
Android
App
Store
Optimization
Black
Hat
ASO
using
Chat
Bots
(Tinder)
Singapore,
@murrayde
October
25
2014

87. iOS
&
Android
App
Store
Optimization
Black
Hat
ASO
using
Ratings
Singapore,
@murrayde
October
25
2014

88. iOS
&
Android
App
Store
Optimization
Black
Hat
ASO
using
keyword
stuffing
Singapore,
@murrayde
October
25
2014

89. iOS
&
Android
App
Store
Optimization
There
are
more
then
two
App
Stores!
Google
Play
Apple
App-­‐Store
Amazon
App-­‐Store
Windows
Phone
Store
Singapore,
@murrayde
October
25
2014

90. iOS
&
Android
App
Store
Optimization
There
are
more
then
two
App
Stores!
Asia,
Africa,
Emerging
Singapore,
@murrayde
October
25
2014
Regions

91. iOS
&
Android
App
Store
Optimization
There
are
more
then
two
App
Stores!
Pre-Installs (Samsung, LG)
Provider-Installs und App-Stores
Singapore,
@murrayde
October
25
2014
Smart-TV Apps
3rd Party App-Stores*
!!
* 72% of all Apps in China installed via 3rd Party App Store

92. iOS
&
Android
App
Store
Optimization
Blog des Ex-Googlers
Junyu Wang
Source: Screenshot D.nc Games Center
Singapore,
@murrayde
October
25
2014
!
http://appindex.wandoujia.com

93. iOS
&
Android
App
Store
Optimization
Source: Amazon.de Screenshot
Singapore,
@murrayde
October
25
2014

94. iOS
&
Android
App
Store
Optimization
+100k Apps
10% customer
discount if
bought thru
Source: T-Mobile Screenshot
Singapore,
@murrayde
!
Yandex
October
25
2014

95. iOS
&
Android
App
Store
Optimization
Source: T-Mobile Screenshot
Singapore,
@murrayde
October
25
2014

96. iOS
&
Android
App
Store
Optimization
Source: Samsung App Portal Screenshot
Singapore,
@murrayde
October
25
2014

97. iOS
&
Android
App
Store
Optimization
Source: The New York Times
Singapore,
@murrayde
October
25
2014

98. iOS
&
Android
App
Store
Optimization
Mariano
Glas @murrayde
+MarianoGlas
marianoglas
Mariano_Glas
Singapore,
@murrayde
October
25
2014
♥
Thanks!