应用商店优化：最终的行动手册（英）

T H E D E F I N I T I V E A S O P L AY B O O K1C O P Y R I G H T | A P P A N N I E 2 0 2 0A P P S T O R E O P T I M I Z AT I O N : The Definitive PlaybookT H E D E F I N I T I V E A S O P L AY B O O K2C O P Y R I G H T | A P P A N N I E 2 0 2 0TABLE OF CONTENTS 3 Introduction 3 What Is App Store Optimization? 4 Making a First Impression 5 App Icons 6 Screenshots 8 Video 11 Testing Your Creative Assets 14 ASO Cheat Sheet: Making a First Impression 15 Improving Discoverability 15 Choosing Keywords 20 Monitoring the Competitive Landscape 21 Discovering Keyword Opportunities 22 Where to Place Your Keywords 24 Categorizing Your App 26 Keeping Tabs on Competitors 26 Creating a User Feedback Loop: The Influence of Ratings & Reviews 29 Influence of Search Ads on Discoverability 31 Using Mobile Web to Increase App Store Traffic 35 ASO Cheat Sheet: Discoverability 37 Going Global: How ASO Factors into Market Expansion 37 Improving Discoverability in an Existing Market 44 ASO Cheat Sheet: Going Global 45 Optimizing & Measuring Success: Why ASO Is a Living Process 46 About App Annie T H E D E F I N I T I V E A S O P L AY B O O KINTRODUCTION: What Is App Store Optimization? The app market is one of the most competitive spaces in the world. And it’s crowded — with approximately 2 million iOS App Store apps and 4 million Google Play Store apps. Between the sheer number of apps and the skyrocketing costs of advertising, successfully acquiring and retaining users is more challenging than ever. As a mobile marketer, your job is to cut through that clutter and get in front of the right audiences. Increasing exposure for your mobile presence helps increase app downloads, boost store rankings and ultimately drive revenue for your business. A complete mobile strategy is comprised of both mobile web and mobile apps. While mobile web casts a large net and can be a great funnel for initial interest, mobile apps allow for more personalization, a more optimized experience and tend to see greater engagement. For this reason, apps are typically the ultimate goal for most mobile marketers. Jane Butler, Managing Director, App Promotion, Americas at Google explained, “People expect fast, reliable, personalized experiences from the brands they interact with, and we often find that the best way to deliver that experience is through apps.” According to Apple, 65% of app downloads come through organic searches on the iOS App Store. A highly valuable strategy to increase long-term exposure is App Store Optimization. App Store Optimization, or ASO, can be defined as the ongoing process of testing and measuring updates to app store marketing assets, with the goal of increasing visibility and driving more downloads. ASO is the product of two distinct goals: 1) discoverability — increasing search traffic to your app and 2) conversion — convincing users to download your app. For many app publishers, the first thing that comes to mind when they th