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How to working with ASO?

Let’s define ASO’s primary goals. 

There are 3 stages of textual optimization we are going to learn today.

Stage 0: Market analysis. The main goal of this stage is to understand if you need ASO or not.

Previously, we mentioned branded keywords for app niches/subcategories. So, if you promote a messenger app, you should plan a multi-channel marketing campaign to reach your sales goals (read more in lesson #1) because it is difficult to compete with brand names like Facebook Messenger or WhatsApp. However, if you promote a dating app, ASO can help you to get more visibility from high rankings in generic keywords, like “dating”, “meet new people”, etc.

So at this stage, we recommend getting a good understanding of your search traffic potential in your app niche. In this way, you will be able to set KPIs, and your expectations will correspond with reality.

Stage 1: Semantic core

A keyword analysis is the process of creating a semantic core — a set of search keywords and phrases that describe your app functions that people use while searching in stores. The Keyword Analysis tool from ASOdesk can show position changes for one or several words for a selected period. All keywords that you have added to your semantic core can be found in the Keyword table.

Try to predict which words your customers might use to describe the app or service they are searching for. Try to find as many search query combinations as possible that help you to reach a bigger audience. All these keywords together form your semantic core; you can add new words in the future.

There are three sources of inspiration to create this set of words:

You are the one who knows your app the best — its potential, features, functions, etc. So write down the first 10–15 basic search queries that come to your mind.

Then, work through the Suggestions tool and define the more relevant queries to your app, which have traffic above zero.

Research your closest competitors and their metadata. Their keywords might also be relevant to your app. In ASOdesk, you can add competitors and track their metadata.

Once you’ve created a semantic core with many queries, you have to sort them out.

Note: You can’t use the same queries “outside” the App Store, as the web SEO’s (Search Engine Optimization) algorithm differs considerably from the mobile version.

How to understand if a search query is relevant?

Look at the apps which are already at the top in search results with this search query. If these apps are your competitors, then the keyword could be relevant.

Stage 2: Cycles or iterations

You can’t predict anything with certainty. What position your app reaches after the optimization process, as well as the number of organic downloads each keyword will bring is never entirely foreseeable.

That’s why you should analyze the app metadata repeatedly. This means, ASO should be part of your daily routine. Take your time before the app release to review your current search ranking and refresh the semantic core.

In the next lesson, you are going to learn how to create a semantic core in 20 min. We are going to show you two ways to create a core (manual and non-manual).

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