application store optimization (aso)' - dos and don'ts - stefan bielau - #aps2013
DESCRIPTION
Stefan Bielau is one of the world’s leading experts on App Store Optimization (ASO) and mobile app marketing. His consulting practice helps companies including leading mobile app brands such as HAILO to improve their mobile app distribution and monetization. He was previously the founder of dailyme, a mobile video and TV app. Stefan has also invested in early-stage startups including AdSquare, Zapstreak and BETEGY. You can read his blog about App Store Optimization at appstoreoptimization.tumblr.comTRANSCRIPT
![Page 1: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/1.jpg)
App Promotion Summit 2013
App Store Optimization
London, 07-11-2013
![Page 2: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/2.jpg)
@StefanBielau
![Page 3: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/3.jpg)
![Page 4: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/4.jpg)
#AppStoreOptimization – Basics
![Page 5: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/5.jpg)
#AppStoreOptimization – Basics
![Page 6: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/6.jpg)
#AppStoreOptimization – Goals In the app stores get found rank higher SERP rank higher with your appstore page Conversion Rate App details / Appstore page → Download = 20% Uplift in Organic Installs
![Page 7: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/7.jpg)
#AppStoreOptimization – Challenges Limited data algorithm!? keyword search volume in the appstores Trial & Error OS, category, countries / languages resources Measurement isolated campaigns, impact of other marketing immature analytic tools
![Page 8: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/8.jpg)
#AppStoreOptimization – New tactics
![Page 9: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/9.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts
![Page 10: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/10.jpg)
![Page 11: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/11.jpg)
![Page 12: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/12.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts UX valid backlinks (=dofollow)
to your app landingpage to a support page to your social accounts
cross-promotion for your app portfolio
![Page 13: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/13.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts IMPORTANT
web view vs. mobile view description text vs. text in „What´s new“
![Page 14: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/14.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts web view & description text WORKS = clickable
complete links http & https
![Page 15: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/15.jpg)
![Page 16: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/16.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts web view & description text DOES NOT WORK = non-clickable
„www“ only
![Page 17: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/17.jpg)
![Page 18: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/18.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts web view & text in „What´s new“ NOTHING WORKS
there are no clickable links
![Page 19: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/19.jpg)
![Page 20: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/20.jpg)
![Page 21: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/21.jpg)
![Page 22: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/22.jpg)
![Page 23: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/23.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play texts mobile view & description text WORKS
complete links http & https
![Page 24: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/24.jpg)
![Page 25: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/25.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play mobile view & description text DOES NOT WORK
„www“ only
![Page 26: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/26.jpg)
![Page 27: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/27.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play mobile view & text in „What´s new“ WORKS
complete links http & https
![Page 28: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/28.jpg)
![Page 29: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/29.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play mobile view & text in „What´s new“ DOES NOT WORK
„www“ only
![Page 30: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/30.jpg)
![Page 31: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/31.jpg)
#AppStoreOptimization – New tactics Usage of links in Google Play SUMMARY description text
use complete links (http & https) works for web & mobile view
update text use complete links (http & https) clickable: in mobile view only
![Page 32: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/32.jpg)
#AppStoreOptimization – New tactics Description of IAP in Apple App Store Display name (vs. reference name) is indexed in search
![Page 33: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/33.jpg)
![Page 34: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/34.jpg)
#AppStoreOptimization – New tactics Description of IAP in Apple App Store Display name (vs. reference name) is indexed in search
extend your keyword list enhance keyword density
![Page 35: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/35.jpg)
#AppStoreOptimization – New tactics Backlinks & anchor text
![Page 36: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/36.jpg)
![Page 37: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/37.jpg)
![Page 38: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/38.jpg)
#ConversionOptimization 3 hands-on tips
1. Testing the icon design 2. Order of screenshots
![Page 39: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/39.jpg)
![Page 40: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/40.jpg)
![Page 41: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/41.jpg)
![Page 42: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/42.jpg)
![Page 43: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/43.jpg)
#ConversionOptimization 3 hands-on tips
1. Testing the icon design 2. Order of screenshots 3. Video
![Page 44: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/44.jpg)
![Page 45: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/45.jpg)
#ConversionOptimization
![Page 46: Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013](https://reader034.vdocument.in/reader034/viewer/2022052410/5552a283b4c9051f108b55f7/html5/thumbnails/46.jpg)
#ASO Strategy
1. Person in charge („App Editor“)
2. Target countries, markets & appstores
3. Define & measure goals