THE COMPLETE APP STORE OPTIMIZATION GUIDEAN INTRODUCTIONTO ASO, THE SEOFOR APPSBy now, an overwhelming number of you have already heard the termSEO (Search Engine Optimization). Many of you may have a solid understandingof what SEO means. While SEO strengthens and optimizesyour ranking in Google and the other search engines, App Store Optimizationdoes what?? You got it. It optimizes your app’s presence in theApp stores. You could call them not-too-distant cousins.Similar to the various elements found within SEO such as header, subtitle,and body, there are elements such as app icon, app description,and app screenshots that strengthen your app store presence. Both theGoogle Play Store and Apple App Store have a few unique best practicesfor ASO, but the majority are the same.4

THE COMPLETE APP STORE OPTIMIZATION GUIDEWith literally millions of apps in the app store, you really need to makeyour app stand out. Sure, if you have a budget you can run a burst campaignor do one of the many forms of paid promotion. But, in addition tobeing a key part of app marketing, ASO can help your app generate moreorganic installs, making your business more sustainable.GETTING YOUR APP FOUNDIt is becoming increasingly difficult for customers to find yourapp. The competition is fierce, but you shouldn’t let that dissuadeyou from putting some time into ASO. If you put someeffort into constantly adjusting and monitoring your success inthe app store, it could yield a massive pay off.Let’s take a look at a few of the most important elements you should payattention to in your ASO efforts.KEYWORDSJust like optimizing your content with keywords, you need to choose thekeywords that will push your app to the top of the app store ranks. What’smore, you should speak in the language of your target audience(s). Agood app store description depends heavily on your research: you needto know what keywords customers use to find apps like yours. You couldcall it App Store SEO. Later, we will later dig deeper into the keywordsearch.APP DESCRIPTION AND TITLEIt is important to have not only your app description contain the strongestkeywords (this impacts only for Android ASO) you have found, butalso your title. Writing a message that is catchy, clear, and sticks out inyour visitor’s mind is key. You want users to read your app description,check your colorful and clear app icon, and browse your captivating appscreenshots. Hopefully, this will inspire them to download your app.5

THE COMPLETE APP STORE OPTIMIZATION GUIDEREVIEWSYou should be encouraging users to submit reviews about your app. Thisis a great place for all you app marketers, developers, and appreneurs tosee what others are saying about your app. It will also allow you to takethis information and refine your app as needed.App Store Optimization takes some effort, but is well worth it. It needsto be monitored and optimized with determination and enthusiasm. ASOcalls for non-stop monitoring to gauge the effectiveness of keywordsand adjusting those that are not performing well to help your app ranking.Both the Apple Store and the Google Play Store require more thanjust a good app description.Definition: ASO – App Store Optimization – is a fundamental marketingstrategy to maximize the exposure of your app on the Apple Store andGoogle Play Store. Through research and analysis, and adapting yourcreativity and experience, you will optimize your keywords in order toimprove your positioning in the search results. Without ASO, your promotionalapp activity is incomplete.6

THE COMPLETE APP STORE OPTIMIZATION GUIDEA POWERFUL MARKETRESEARCH PROCESSIN 5 STEPSWe tend to avoid talking about failures. Failures are preliminary steps tosuccess. Think of NASA. How many rockets have crashed? How manyfailed attempts before that memorable day where Neil Armstrong firststepped on the moon?It’s basically impossible to succeed on the first try; even mega-corporationshave epic failures. Apple has failed, Sony has failed, Microsoft hasfailed. Failure brings us closer to understanding what the market reallywants.The problem is when we believe we know the market, when we think “weare the market.”Complaining about the market is like complaining about the behavior ofmarine life, or the migration of birds. It’s out of your control.As an appreneur, your job is to find the patterns in what the market wants.This is a difficult process because we are human, so we have egos andwe want to be right all the time!Our own need to be right makes us blind to new opportunities. If we toldl you a puzzle app that teaches you how to learn Russian would be a hitwith kids from 4 to 9 in the German App store…you might call us crazy,but that’s the point: you need to find crazy ideas.7

THE COMPLETE APP STORE OPTIMIZATION GUIDECrazy ideas are the ones that make a killing, and they usually make a killingbecause we are all too busy following trends that have a limited lifespan. That’s why ASO is so important.THE ASO APPROACHWhen we--appreneurs--do ASO, we usually start with a blank canvas.We approach the research process as an opportunity to learn. You needto find keywords, analyze the competition, and try to understand whysome apps do well and why others don’t.This is when ASO should start: the moment where we look at a blankcanvas and we let go of our feelings, our emotions, our ego, tackling theresearch process as a CSI of apps.We don’t want our “feelings” or our “instincts” to determine if a niche ora topic is a good one because they are usually wrong.Instead we want to follow a systematic approach to market research. Forthat we want to answer the following five questions:1. Who is ranking in this topic? What are their download rankingsand how long have they been ranking?2. If they are ranking, are there more apps in the same niche? Howare the other apps doing?3. Are the top apps being downloaded? Are they being updated?How many reviews do they have?4. How engaged are the users? What do the reviews really tell usabout those apps? And what do the reviews tell us about theusers of those apps?5. Can we compete? Can we find a code we can use to tackle thatniche? Can we bring something valuable to the niche?8

THE COMPLETE APP STORE OPTIMIZATION GUIDEWHO IS RANKING?It’s important to know what type of app publishers rank in top positions.Are they big publishers? Are they reskinners? Are they indie developers?How are their rankings in the App Store? Can we use App Annie to analyzehow well they have done in past months?What are similar apps doing?If there is money in an area, you will find more than one app. So whichare the other ones? Are they new-comers? Are they good? You are tryingto understand how strong they really are and, by downloading themand analyzing their rankings, you can clearly understand what you canexpect if you manage to achieve a similar ranking.ARE THOSE APPS ALIVE?Reviews and updates of an app’s critical data help us know if peopleare downloading, using, and liking it. More importantly, updates showwhether or not the app publisher is alive. Finding a seemingly great nichewhere we see apps with no updates can tell us the publisher quit or losthope. Was it not worth it? Was there no revenue?All these factors are important to understand and analyze.READING USER ENGAGEMENT9

THE COMPLETE APP STORE OPTIMIZATION GUIDEWhen you read reviews, you can understand what the users want thatthose apps are failing to deliver and therefore start to understand themarket.Give the users what they want in the fastest and easiest way you can.You don’t need to create an app with a thousand of different features.Keep it simple! Make an app that performs one task, but that performsit right.CAN YOU COMPETE?This is an important question and, in many cases, the answer may be no.If your answer is no, congrats! The best market research is honest. If youbelieve you don’t have the resources, or can’t produce an app that cancompete in that niche, it’s better to move on and find a different market.Market research is not about finding winners all the time; it’s about naturalselection, about choosing fights wisely. Boxers don’t fight for the beltevery weekend; but they do practice daily.If you want to find those golden markets, you need to study the marketresearch daily. And for this you need to be curious and ask questions.and before you laugh about a niche, stop for two seconds, launch ananalytical tool, and really look at those apps with a different perspective:• Are they successful?• Why do they exist?• What was the research the original developer did before launchingthe app?Sometimes, by asking the right questions, we find answers that take usdown the rabbit hole. Those moments are where you can find amazingtopics, wonderful markets, and golden app profit opportunities.Be foolish, keep reskinning, continue digging, and eventually you will succeed.10

THE COMPLETE APP STORE OPTIMIZATION GUIDEASO FORRESKINNERS:EASIER THAN YOUTHINKWe at Chupamobile often get the same questions from multipleapp reskinners. The most-asked question is usually the wrongquestion: how do I choose the right code for ASO purposes?This question never has a straight answer because choosingthe code should never be the first step in the process of ASOfor reskinners. Reskinners have many advantages over indiedevelopers.The world is their oyster. They can choose any range of codes in differentplatforms to reskin…their only task is to find an angle. Knowing yourniche and then finding an app code that can adapt to your needs is notdifficult. The problem comes when app reskinners over-complicate strategies,saturate their brains with theories, and forget that ASO is like anynormal market research process: simple.11

THE COMPLETE APP STORE OPTIMIZATION GUIDETHE STEP-BY-STEPPROCESS TO CHOOSEYOUR KEYWORDSCORRECTLYASO–App Store Optimization–is a fundamental marketing strategy tomaximize the exposure of your app on the Apple Store and Google PlayStore. Through research and analysis, and adapting your creativity andexperience, you can optimize your keywords in order to improve yourpositioning in the search results. Without ASO, your promotional appactivity is incomplete.Before moving on, let’s consider one simple statistic which reinforces theimportance of ASO. As stated at the World Wide Developer Conference(WWDC) on September 9th, 2014, there are now over 1.3 million appson the Apple Store (and approximately the same number on the GooglePlay Store). It is getting harder every day to compete in the rankings, especiallyconsidering that, according to VentureBeat.com, roughly 60,000apps are uploaded exclusively on the Apple App Store every month.Today, we will focus on how to choose and optimize your keywords.There are two distinct ways to reference your app with the help of keywords:(1) app name and (2) keywords (see table below for Apple Storeand Google Play Store characteristics):12

THE COMPLETE APP STORE OPTIMIZATION GUIDESTEP 1 – PREPARE YOUR EXCEL SHEETOpen a blank Excel sheet and name your columns accordingly: Keyword,ST Traffic, ST Difficulty (iPhone), ST Difficulty (Android), GoogleTraffic, Google Difficulty, iPhone Apps, iPad Apps, and Android Apps.On the right hand side of your Excel sheet, input these three words: Appname, Keywords and Keyword length (add the formula =LEN(x) to sumthe keyword characters).ST is the abbreviation for Sensor Tower – a App Marketing and MobileSEO Keyword platform. This document covers the use of Sensor Towerto analyze your keywords; however, AppAnnie, Localytics, AppMind andMobileDevHQ can serve the same purpose.Using ST, you will monitor the traffic intensity and the difficulty level foreach keyword on the different mobile devices, as well as on GoogleSearch–since users also search for apps on the internet. The last threecolumns express the quantity of apps referenced for each keyword.13

THE COMPLETE APP STORE OPTIMIZATION GUIDESTEP 2 – BRAINSTORM KEYWORDSYour second task is to make a list of about 30 keywords that are relevantto your app. Your focus for now is quantitative.We have suggested tools we encourage you to use. We do not have apreference for one or another as they all contribute positively to your researchto find a diverse range of keywords. The list is below:• Google.com Autocomplete – Visit google.com and start typinga word. You will notice Google proposes a series of suggestedwords. The suggestions are linked to the most common wordssearched. Select which ones are most relevant to your app andadd them to your Excel sheet.• App Store Search Bar – Open the App Store on your iOS or Androiddevice. As above, the search engine will suggest wordswhich indicate words and phrases that are most popular. Youmight want to consider analyzing these further. Write them downon your Excel sheet.• Synonyms.net – Find alternatives to a word you have in mind.There are a lot of great suggestions here.• Thesaurus.com –A similar website as above, with a nice diversityof suggested synonyms.• Onelook Reverse Dictionary – Another great resource with countlesssuggestions.• Amazon.com – Visit amazon.com, type in the category of yourapp, and filter by bestsellers. You will see which products sell themost, and therefore will be able to select the most relevant keywordsthat describe your app. There is a high chance that thisword is well ranked on ST.• Searchman.com – A similar service to the one offered by ST (called‘Keyword Spy’), Searchman.com allows you to enter a competitor’sapp and monitor the keywords used. Write down the onesyou believe best fit your app.14

THE COMPLETE APP STORE OPTIMIZATION GUIDERemember when using these resources, relevance is the most importantcriteria when choosing your keywords. Put yourself in the shoes of yourpotential user and start thinking about the technical terms, abbreviationsand phrases they might use. Once you have completed your list of keywords,you are ready to move on to the next step.STEP 3 – ANALYZE YOUR KEYWORDSIt is time to select the keywords that you are going to use for your appname and for your keywords. Your focus will shift to a qualitative analysis.Similar to the keywords used for SEO, the keywords used for ASOare evaluated using the following criteria:1. Traffic–the number of users who search an app using that keyword.2. Difficulty–the number of apps that are referenced using that keyword.At this point, two other criteria have to be taken into consideration: trafficand difficulty. The more a keyword generates traffic, the more reason toinclude that keyword in your list. However, the more apps referenced forthat keyword, the harder it will be climb the rankings.Therefore, it is important to consider both variables when choosing yourkeywords. To remain competitive, you should select the keywords thathave a high traffic and a low difficulty. As specified earlier, the quality isnevertheless important so stick to keywords that are relevant to yourapp. The tool we will use today to evaluate your keywords is called SensorTower.15

THE COMPLETE APP STORE OPTIMIZATION GUIDEFollow these simple steps:1. Create yourself an account on Sensor Tower if you haven’t yetdone so;2. Once logged in, move your mouse on the left hand side and aslide menu will appear–click on ‘Keyword rankings’;3. You will be prompt to insert an app. Since this step cannot beavoided, simply search an app you know well (perhaps in thesame category of your current app) and select it–we will considerthis app later on;4. Now you are asked to input your keywords. Import the ones inyour Excel sheet with a comma to separate each keyword;5. Scroll down. You will see your list of keywords with all the datarelevant to it;6. Simply copy & paste the data in your Excel sheet.Now, analyze how your keywords are referenced on Google using GoogleKeyword Planner. Visit the website and sign into your Google Account.Then simply import your keywords all at once, separated by commas,and input the relevant data into your Excel sheet.Once you have input all the data in your Excel sheet for all the keywords,you are ready to carry your qualitative analysis one step further.16

THE COMPLETE APP STORE OPTIMIZATION GUIDEStart by highlighting in green all the keywords you believe are worthkeeping. To help you evaluate this, select all keywords which have a trafficlevel above 5.5 and a difficulty level which doesn’t exceed the trafficindicator.When this is done, you need to refine your list further by taking into considerationthe last three columns: iPhone Apps, iPad Apps, and AndroidApps. As specified earlier, these columns express the quantity of appson the app store listed for each keyword. Here, the objective is to aimfor keywords that have a low competition, hence, a low quantity of appslisted for the keyword. An acceptable number defining low competition is1,000 and below. However, do not limit yourself to this. Exceptions existwhen comparing the figures with the other columns. Imagine you havea keyword which has a traffic indicator of 8.5 (out of 10). Since this indicatesa high traffic, you can base yourself on a higher competition levelof 3,000 apps for example.Your job now is to clean your list of keywords which you highlighted ingreen. You can use the numbers mentioned above as a guideline to selectingyour keywords. When this is done, perform one last task beforemoving on. Choose a few competitor apps which we will track now.To do this, go to ST and click on “Keyword rankings” on the left handside of the web page. Then, look on the right hand side–you will noticea column of apps. These apps are the top ranking apps that are listedfor the keyword you selected below. Scroll down and click on anotherkeyword to see which apps rank highest for the new keyword selected. Ifyou want to add more keywords, simply scroll all the way down and clickon the green button “Add New Keyword.”Use this process to discover which apps are ranked the highest for eachof your chosen keywords. Copy and paste 5 apps onto your note pad.You are now ready to move on to the next step.17

THE COMPLETE APP STORE OPTIMIZATION GUIDETip: While researching for long tail keywords as reskinners, you willstumble with keywords that may bring potential NEW topics and potentialnew reskins. Don’t forget to keep a mental note of keywords thathave large traffic and low competition. Those are the opportunities toexplore in the future.STEP 4 – SPY ON YOUR COMPETITORS’ KEYWORDSAn extended strategy to optimize your keywords is discovering the keywordsof your competitors.You are able to search the competitor app using Searchman.com as wellas the ‘Keyword Spy’ tool on ST. Here, you will discover the keywordsused for the selected app. This is a great way to find new keywords.Search the name of your competitor app and immediately see whichkeywords the app is using. If you discover some new interesting keywords,add them to your Excel sheet and fill in the data.When you believe you have a complete list of keywords, it is time to selectthe best ones. Read on to discover how you do this.Keep in mind: Apple may reject those “golden” keywords that everysingle reskinner on the planet is targeting, making you lose time and energyduring your research. And if that weren’t enough, those keywordscan eventually be copyrighted and Apple may simply delete them quietlywithout any rejection or notification.Tip: Target the smart competitor; in other words, the app that enjoys avery healthy ranking and traffic in silence. We are not talking about18

THE COMPLETE APP STORE OPTIMIZATION GUIDEFlappy Bird or the latest number 1 trend. We are talking about thosequiet achievers in top 50 to 100 that have been there for years making aprofit month after month. Those apps have fans, a reputation and popularsearch terms. Using those keywords can be smarter than going forthe ultra-mega popular keyword.STEP 5 – SELECTING THE BEST KEYWORDSIt is now the moment to decide which keywords will build your app nameand which ones will be your keywords.Scroll up again to check what the character limit is so you avoid selectingtoo many words and having your app rejected during submission.Regarding the app name, I suggest you use the main keywords that bestdescribe your app. After your icon, your potential user will look at yourapp name so it is vital for it to be relevant. You do not want to misleadyour potential user in an app that does not meet his/her expectations.You are simply losing potential users and therefore downloads. You needto be descriptive in your app name. Avoid using undescriptive words, forexample: “a”, “the” and “is.”Tip: If you have selected some keywords that score high in difficulty,place one or two in your app name. Why? Because the keywords in theapp name are given more importance and weight in the keyword searchalgorithm. This will increase your chances to compete and succeed inthe ‘ASO battle.’ Use another color to highlight the keywords that youwill include in your app name.Regarding the keywords you highlighted in green, make sure you takeadvantage of the maximum characters allowed and fill up the character19

THE COMPLETE APP STORE OPTIMIZATION GUIDElimit. Select the words that you believe are most relevant and start composingyour selection by adding them next to the cell called “Keywords”on the right hand side of your Excel sheet. Separate every word by acomma without any space in between. Refer to the cell below to countthe number of characters you are using.Tip: Coming up with 100 characters for Apple is not easy, especiallywhen you could have come up with 500. Choose wisely and keep a recordof those that you decided against. And don’t forget, a “no” canpotentially become a “yes” in the future, either as a second app or in thenext update--or in this specific case, for another app or reskin.Congratulations! You finally have a quality App Name and Keywords. Youare ready to submit your metadata on the app store.STEP 6 – POST SUBMISSION: TRACK YOUR APP ONSENSOR TOWERWhen your app is published on the Store, find your app on ST and startmonitoring your keywords. The last two columns in the “keyword rankings”section are the most interesting to analyze. Scroll down. You willsee where your app is ranking compared to the total number of appslisted for each keyword. This indicates whether or not your app has achance of being seen. Your aim is to have your app within the top 10apps listed for each keyword. Obviously, this is not an easy task so evenif you are in the Top 50, you should be satisfied. If not, your app has verylittle chance of being seen and therefore downloaded.It is important you keep an eye on this information in order to keep optimizingyour ASO–we suggest you update your keywords every 30 days.This gives the time for your app to stabilize for the keyword used so youcan properly measure if the keyword is worth keeping or not.20

THE COMPLETE APP STORE OPTIMIZATION GUIDEKeep in mind: A big advantage you have is that you can select whatcode to reskin based on the keywords you want to target. This is whatmakes reskinning and ASO so interesting; you have the option to choosethe code based on your keyword research, while normal developersdon’t have that luxury.It is important you spend time on your ASO. Finding keywords that scorewell in traffic and difficulty ratings is not easy. You will be surprised abouthow some words that are barely used have a high traffic! When you findone of these, you definitely want to consider including it in your appname or keywords. Use an Excel sheet to organize your keywords andinput the data to draw your conclusions on which keywords you are goingto use. Differentiate your app name and your keywords with two differentcolors. You need to track your keyword performance, using SensorTower or another platform, and update your keywords every 30 daysby resubmitting a new binary to the Store. This is vital to keep your ASOupdated and optimized.Keep in mind: Reskinning gives you a big advantage. The more apps,the more data you accumulate, and that means the more opportunitiesyou have to find those golden keywords that the one-time app developerhas no idea they even existed.21

THE COMPLETE APP STORE OPTIMIZATION GUIDETHE ROI OF APPSTORE OPTIMIZATIONWHY ROI MATTERSROI is one of the most important concepts for any company in the world.McDonald’s, insurance companies, Ferrari, and Nike all consider ROIwhen developing products.It’s an easy concept to understand, but appreneurs seem to ignore itwhen building apps.App development is not easy, (although strategies like reskinning havedecreased the costs dramatically), but we believe a huge percentage ofdevelopers and app publishers fail to measure the exact return of investmentof their efforts.What kind of return on investment do you obtain from coding? Design?Market research? Testing? Debugging? Marketing?Clearly this is not an easy question to answer. Appreneurs tend to considermany of these tasks as “the app process,” but what exactly bringsyou the best return on investment of your time?Did you guess the app development? Good answer! Without developmentthere is no app, but if nobody downloads your app then whathappens to your business? Won’t your investment in development beat risk? If you want to decrease risks without compromising your appsquality, think outside the box: customize ready-made app templates.22

THE COMPLETE APP STORE OPTIMIZATION GUIDEASSESS THE REAL ROI OF ASOASO is the ugly duckling of App marketing and appreneurs haven’t givenit the respect it deserves. ASO is one of the smartest strategies for apositive ROI on app development.ASO is a strategy that guarantees that the app you are developing willhave a place in the target market.Developing an App without marketing research makes no sense. Butany professional market research, that seriously considers variables likecompetition levels, market difficulty, keyword popularity and categorytrends, needs to use ASO as a way to come up with professional findings.Imagine that you develop an app blindly. An app that you “think”might work. Sounds familiar?Many of us had those “feelings” and many of those “feelings” lead us todevelop apps that fail dramatically. These failed apps may have randomnames or strange topics. We believe these apps are cool but we don’tknow if the world will think they are cool.These are the apps that end up in sad blog posts where indie developerswrite about their failure: How I spend thousands of hours developing anapp and I just made $40 in the first week.These are sad stories of poor indie developers who are frustrated withthe evil rules of the app store.But before we claim the app store is broken we should ask ourselves: Isthe app store broken or is our approach to app development and productionbroken?If we open a Russian restaurant in the middle of Tanzania expecting to23

THE COMPLETE APP STORE OPTIMIZATION GUIDEbecome the next McDonald’s, the world will call us crazy.Who will go to your restaurant? Who wants Russian food in the middleof Tanzania?If we are willing to criticize an “offline” business for their lack of marketresearch, why not do the same with the app industry?ASO AND MARKET RESEARCH AS ONEA more complex app store brings more challenging barriers for appreneurs.And discoverability is a HUGE ONE.App publishers are happy to spend weeks testing and debugging; butthe idea of market research, app store optimization, and metadata testingand tracking are considered “one of those things” marketers do.Real developers only develop games they love, right? Maybe that’s whyso many developers are not finding success.A lack of research in any business is an expensive mistake. How manyapp failures can any app publisher afford? If we take in consideration thefinancial expense of failing in our app business, and we quantify our timeand resources spent in apps that never take the ground, we will come toan interesting conclusion. It’s cheaper to invest in strategies to help usavoid failure rather than trying to develop another app.The answer: Slow down. Re-consider ASO.We know many of you do ASO daily, but what if we are looking at ASOas a solution to fix our broken apps, and not as the tool to guarantee ourapp success?24

THE COMPLETE APP STORE OPTIMIZATION GUIDEWith the huge number of apps being published, the user, the everydaygamer, and the app consumer are becoming smarter, faster, and moreaware of what they want.So why we don’t try to understand the user behavior, why not spendmore time going deeper into how niches behave and how to really approachour app development?ASO is not about being number 1. In fact, asking ASO to bring you in thetop position is like asking SEO to make you number 1 on Google.ASO and SEO, or any other process that has the word “optimization” init, is a process to hopefully bring a brighter financial future to your apps.Using ASO tools allows you to understand your audience. Gathering dataabout traffic volume, competition, and difficulty increases your probabilitiesof making smarter decisions and wiser investments before startingyour app development.Remember: It’s easier to prevent a problem than to fix one. It’s easier todo market research than to understand why the market is not respondingto your app.Marketing is never guaranteed, and ASO will never take you to the topby itself, but if you apply it, invest in your own education, and realize ittakes time to understand your audience, you will find out why ASO isthe smartest financial decision your app business can take.25

THE COMPLETE APP STORE OPTIMIZATION GUIDEASO FOR IOS ORANDROID: WHERESHOULD YOU START?THE CHICKEN AND THE EGG DILEMMALet’s move on to why it’s important to consider which platform you shoulddo ASO for first.Before we start with the considerations, we need to refresh our understandingof the differences between the two app stores regarding howtheir algorithms work.To make things easier to understand, let’s highlight that Google Play onlyworks on keywords inside the description of the app page whereas Appleonly considers title and keywords in the meta section.In other words, Apple will look at your keywords in the meta section ofiTunes connect. With those keywords, you can rank for a series of potentialcombinations.The ranking for Google Play is more complex, the keywords are “part ofthe content” and therefore there are a series of factors that make a differencein the ranking:• Keyword density• Context of the keyword vs. the content• Content length26

THE COMPLETE APP STORE OPTIMIZATION GUIDEOur purpose is not to explore Google Play in depth, but to consider whyyou may want to start your ASO process with Google Play vs. Apple.The first point to understand is that ASO tools are not very good at providingdata for Google Play. Despite this, it seems nobody is willing topoint out this huge hole that ASO tools fail to patch.The reason why ASO tools are not brave enough to dive into the Googlearena is because they can’t really tell us anything “amazing” “or “extremelyunique” about Google Play that we can’t witness ourselves.Under Apple, ASO tools can tell us amazing data that we can’t prove.Can you prove how popular one keyword is in the Apple App Store?No, you can’t.Therefore, the relationship between developers and ASO tools have regardingApple data can be strained.Google is so honest that doing ASO is a pleasure, but at the same timemakes it pretty confusing initially. Google gives us everything we need.We can see the number of downloads of each app in the top positionsso developers can see if a keyword delivers downloads or not. If you believea keyword is “the next big thing” and you see that the top positionin Google Play has from 50 to 100 downloads after 6 months… it’s timeto think again.The most obvious factor with Google Play is that the keywords are rightthere. There is no need for mega amazing keyword spy systems! Youronly requirement is some brain cells to find what keywords they are targetingin the content. Easy.27

THE COMPLETE APP STORE OPTIMIZATION GUIDEWHY TO START WITH GOOGLE PLAYNo UI (user interface) of any ASO tool is going to highlight anomalies orunusual results as easily as you can identify them using the App Store.Second, you can use Google Play flawlessly from your browser, makingit easy to move from app to app and gather data.Finally, the auto-suggest feature of Google Play will provide you withthe first batch of potential keywords you can start using to build yourspreadsheet of potential long tail keywords. In a very fast and efficientway you can test how popular the top ranking apps are.TRUST GOOGLE BEFORE AN ASO TOOLIf the ASO tool has correct data, a popular keyword on Google playshould be popular on iOS.And the reason is not a technical one. It’s a human one.App Store Optimization is more about humans, emotion, and weird behaviors.For example, looking for something in the app store at 2am orwhen our kids are screaming at the airport, “I want the iPad!”The typical search in the App Store is quick and emotional rather thananalytical; it keeps the same constant variables, so behavior doesn’tchange much from one store to another.You may think that this statement is wrong, but when a user changesfrom iOS to Android, for instance, their search patterns are still the same.28

THE COMPLETE APP STORE OPTIMIZATION GUIDEA device doesn’t change our search behavior. Therefore, it’s important tofind patterns when we start our ASO process.Our suggestion is to always start any ASO research directlyin Google Play. And before you protest, “But hey! I don’t haveapps in Google Play!”, let us ask you a question: who cares?Who cares that you use a different app store to find ideas that has thesame type of users, demographics, behavior, age, and irrational patterns?Google Play is a wealth of information, full of opportunities to browse itspages and spy on its competitors. Google Play lets you analyze categories,provides you all the data you need, and the best part (the best part!)is that this awesome tool for market research is FREE.Instead of wondering about the mysteries of Apple, embrace the opennessof Google.Good luck!29

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