Wooga's Tom Leclerc gives an overview of ASO, and the FAQs he's most encountered

1. @ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015
The College Arms, London

2. Top 10 ASO Questions
Tom Leclerc
@TomLeclerc2
tom.leclerc@wooga.com

3. What is ASO?
1

4. What ASO is not:
● A silver bullet

5. What ASO is not:
● A silver bullet
● Directly measurable via
downloads

6. What ASO is not:
● A silver bullet
● Directly measurable via
downloads
● Done in one update

7. What ASO is not:
● A silver bullet
● Directly measurable via
downloads
● Done in one update
● Easy to game

8. What ASO is:
● Optimises visibility

9. What ASO is:
● Optimises visibility
● Optimises
attractiveness

10. Can you guarantee a %
increase in downloads?
2

11. In short? No.
● Success varies wildly

12. In short? No.
● Success varies wildly
● Can’t link KWs to downloads (yet)

13. In short? No.
● Success varies wildly
● Can’t link KWs to downloads (yet)
● Beware promises

14. How do you choose
Keywords?
3

15. Generate>select>refine
● Brainstorming

16. Generate>select>refine
● Brainstorming
● Review mining

17. Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis

18. Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
● Google trends

19. Generate>select>refine
● Brainstorming
● Review mining
● Competitor analysis
● Google trends
● Specific tools
(ST, MDHQ, etc.)

20. Generate>select>refine
● Part magic, part science

21. Generate>select>refine
● Part magic, part science
● Balance traffic with competition

22. Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch

23. Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
● Rank in top 20 (w/ relevant KW)

24. Generate>select>refine
● Part magic, part science
● Balance traffic with competition
● Don’t overstretch
● Rank in top 20 (w/ relevant KW)
● Combine long tail and stronger KW

25. Generate>select>refine
● ASO is ongoing

26. Generate>select>refine
● ASO is ongoing
● Revisit KW every update

27. Generate>select>refine
● ASO is ongoing
● Revisit KW every update
● Be aware of launch boost

28. Generate>select>refine
● ASO is ongoing
● Revisit KW every update
● Be aware of launch boost
● Growth affects rankings

29. Why is my app failing to
gain traction?
4

30. Too many reasons
● ASO is unlikely to help

31. Too many reasons
● ASO is unlikely to help
● Look deeper into your app

32. Too many reasons
● ASO is unlikely to help
● Look deeper into your app
● Optimising means honesty

33. How do I hire for ASO?
5

34. You don’t!
● Don’t just think SEOs

35. You don’t!
● Don’t just think SEOs
● Find someone that understands
sales

36. You don’t!
● Don’t just think SEOs
● Find someone that understands
sales
● Technically it’s easy to learn

37. Should I localise?
6

38. YES!
(if applicable)

39. How much should I spend
on ASO?
7

40. DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement

41. DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement
Consultant (EUR500-1,500)
+ No hassle
- How do you check?
- Need to rehire

42. Consultant (EUR500-1,500)
+ No hassle
- How do you check?
- Need to rehire
In-house (EUR2-3k pcm DoE)
+ Specific to your needs
- How to hire/train?
DIY (Free)
+ Lots of info out there
+ Learn while you’re doing
+ Great for starting out
- Large time requirement

43. How can I improve my
icon, description, screens
and preview?
8

44. Seconds of eye-time
● Simplicity is often key

45. Seconds of eye-time
● Simplicity is often key
● Show what your app does

46. Seconds of eye-time
● Simplicity is often key
● Show what your app does
● Stay within the rules (featuring)

47. Is Google Play different to
iTunes?
9

48. Yes. Very!
● Off-page is important

49. Yes. Very!
● Off-page is important
● App titles are as important

50. Yes. Very!
● Off-page is important
● App titles are as important
● Watch for keyword stuffing

51. Yes. Very!
● Off-page is important
● App titles are as important
● Watch for keyword stuffing
● Use the Google ‘family’

52. Is my app too small/large
for ASO?
10

53. No.
● Small apps can see quicker results

54. No.
● Small apps can see quicker results
● Optimised versus non-optimised

55. No.
● Small apps can see quicker results
● Optimised versus non-optimised
● Always some benefit

56. Where can I get more
info?
Bonus!

57. Talk to me
Tom.leclerc@wooga.com
@TomLeclerc2

58. THANK YOU
Tom Leclerc
@TomLeclerc2
tom.leclerc@wooga.com
THANK YOU

59. @ASOBarcamp #ASOBarcamp
“And on the 7th Day, God Created ASO”
12th March 2015
The College Arms, London
Top 10 ASO Questions
Tom Leclerc, Wooga