開發者談APP Store應用優化的五個普遍錯誤方式

本文原作者:Esraa Abouzid 譯者ciel chen

在近幾年,apps替代了臺式電腦和手機瀏覽器,成爲連接互聯網的主要工具。我們現在可以與世界上十億的智能手機互通有無;這意味着app已經成爲了用戶數字化體驗至關重要的途徑。不論是智能手機、平板電腦、智能手錶亦或是其他可佩帶高科技產品都可以讓人們下載、購買以及使用app。你可以想象你的日常,你要用App來:

查看天氣預報;

記錄估測你的晨起運動量;

從日曆上查看會議行程安排;

查看郵箱;

導航去工作的最短路徑;

查看打折促銷活動,購買最喜歡的產品;

預定餐廳並對體驗進行評價;

搭某人的順風車回家;

曬曬心情和照片到你的社交網站上;

和朋友聊天

用戶肯定更希望app是免費的,不過如果有什麼app是可以讓他們提高生活工作效率或者讓用戶耳目一新的,用戶還是很樂意爲這些app買單的。不過也許你手頭上有一款全世界最棒的app,但是如果你不知道怎麼賣,你照樣得不到認同。

se-asia(from venturebeat.com)

se-asia(from venturebeat.com)

所以這裏你就需要有應用內購買內容和廣告——事實上移動應用生態系統已經不再是一個封閉式的領域了,它已經成長爲能夠帶來鉅額投資和收益的更廣闊市場了(這對於遊戲開發者和其他相關行業來說都是如此)。

在IOS、安卓以及Windows這幾個主流手機操作系統上和超過300萬的手機app競爭——到底該如何做才能超越其他競爭者獲得用戶的青睞呢?要想賺錢,就得讓你的app提高曝光度——這裏便是app sotre應用優化(ASO)發揮作用之處了。

儘管在衡量一個手機app運營策略的成功與否時,下載量毫無參照性可言,不過它仍舊是管理者最看重的一項數據。因此,能無代價地使下載量激增對於開發者而言還是相當誘惑的。

儘管ASO還是會被忽略,要知道這可是個重要的大機遇。就像調查引擎優化一樣,ASO也屬於一種市場科學,它需要我們付出時間和精力。這裏有特定的規則、訣竅、還有風險。簡單說來,就是你要明白你目前在做什麼。

是發現app的最普遍方式仍舊搜索:粗略估計有65%的APP購買者是通過瀏覽app store來搜索發現併購買的app的。所以如果沒有好方法,你的app就會淹沒在app之海里。而要找到好方法就需要有部署最佳實踐方案的能力以及有意識地避免進入常見誤區。

我們幾個禮拜之前還聊過有關app store應用優化的最佳實踐方案以及如何利用app store讓其成爲用戶數字化體驗中不可分割的一部分。此處我們將踢開在移動市場上阻礙開發者通往成功之路的絆腳石,解開那些錯誤的觀念。

誤區1:經常性地改改標題

正如Google Play 調查部負責人Ankit Jain所說,app標題在ASO中是最重要的meta數據。雖然說是這麼說,但是你真沒必要不時地改標題來提高自己的排名。添加關鍵詞、混合關鍵亦或者甚至修改產品名字並不會給你帶來任何好處。相反地,這可能對你的運營策略不利。

選好一個標題就不要動搖。這個標題是你在ASO中最有利的工具,所以你要確保它足夠簡潔、獨特還有難忘;最終要保證包含所有相關關鍵詞,不要那些濫竽充數。

誤區2:關鍵詞就是一切

我們不否認關鍵詞確實很重要,始終是手機互聯網優化的基礎元素。我們想要指出來的是光靠關鍵詞是沒辦法讓你上“最熱下載”榜單第一名的。如果你剛開發了一個遊戲app,然後把“遊戲”作爲關鍵字到處掛——這可不叫優化啊。

App store跟傳統搜索引擎有着相同的動態變化,所以你要時刻關注關鍵詞的動態——不過要注意的是絕對不要強加一些無關關鍵詞上去。多關注用戶體驗,確保關鍵詞都是跟app內容相關且有意義的。

誤區3:下載量和評分就是一切

根據很多廣告和媒體發表內容來看,你可能會被誤導覺得評級和下載量是兩個用來衡量成功的兩個關鍵表現指標。評分——當然了,這是很好地標誌了用戶對你辛勤付出成果的想法;下載量——這隻標誌着短期成功。不過,那接下來呢?

接下來你需要一個長期的數字化運營策略——它要含括app發行和經銷的方方面面的一切內容。確實評分是可以影響用戶對app的看法,卻對app sotre的排名沒有任何影響。五星是給人印象不錯,不過你的app store排名跟你被評幾顆星沒關係。

誤區4:產品描述沒那麼重要

當你想要賣些什麼的時候,首先你得描述一下你產品的價值所在和獨特之處。很簡單不是嗎?確實,很多開發者仍舊堅定地認爲“產品描述”就是個附屬物,並非app store所強制要求的內容。這個誤區很危險,這幾乎能讓你的努力付之東流,讓你的app被永遠遺忘。

產品描述可以說是ASO中僅次於標題的第二重要的內容。儘管跟排名沒有直接聯繫,不過它卻對store排名的算法有很大的影響。所以別讓你的產品描述變成純粹關鍵詞的堆積,要這些關鍵詞自然地結合到你所要描述的內容裏面。而且要記得——現在app也會出現在Google的搜索結果頁面了。

誤區5:把app放上app sotre就不用管了

這是最愚鈍的誤區:反正你現在已經把app放到app store了,可能被藏到哪裏了,你就不需要做別的事了——所有一切都會奇蹟一般的發生,你就那麼呆着下載量也會隨之增長起來。有的人還會相信:只要app還在那裏,總會有人找到它的。你不需要什麼廣告、甚至不需要什麼更新。

然而真相是——爲了跟數以百萬計的app競爭,你要後繼付出很大的努力來避免被出局。ASO僅僅不過是問題的一小部分而已,在如此激烈的競爭裏,你會需要很多“傳統”營銷手段來叫賣你的app(從社交媒體營銷到內容營銷、廣告以及PR)。

還有最後一點:真的別放任你的app在那裏就不管了。如果你不管它,那你的用戶也會跟你一樣不再理它了——然後就沒有然後了。

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Apps are dead. Apps will rule the world. Despite the amount of analysis and hypothesis, the future of mobile apps is clearly still uncertain. What is evident is that, right now, we are talking about a global market estimated to grow to 143 billion dollars.

As opportunities rise, so does competition. The only way to respond to the app store competition is to get better at it. You do not just need to know what to do; you also must understand what ‘not’ to do. Here we highlight the most common myths about the app store optimization (ASO). Mistakes that you should avoid at all costs.

In the recent years, apps have replaced desktop computers and mobile browsers as the main tool to access the Internet. We have reached one billion smartphones in the whole world; that means apps have become a critical touch point in the digital customer journey.

Be it smartphone, tablet, smartwatch or wearable technology, people are downloading apps; people are buying apps; people are using apps. Just think about your average day. You rely on them to:

Check the weather forecasts;
Track & measure your morning fitness activities;
Verify your meetings in the calendar;
Control the email box;
Find the fastest way to the office;
Receive discounts and buy your favorite products;
Reserve a table at a restaurant and then review the experience;
Get back home using someone else’s car;
Post your daily thoughts and pictures on social networks;
Chat with your friends.
Users evidently prefer free apps, but they also gladly spend their money if they get in exchange apps that increase productivity or offer something new and different. You can have the best app in the world but, if you do not know how to market it, you will not gain any consent.

With in-apps purchases and advertising, in fact, the mobile applications ecosystem cannot be considered a closed box anymore. What we have here is a broader market with huge investments and revenues (both for developers and other related industries).

Competing with over 3 million mobile apps available for the major mobile operating systems – iOS, Android, Windows Phone – how can you overcome the others and get customers’ attention? To make money on apps, your app needs to be seen. Here is where app store optimization comes in handy.

Said that the mere number of downloads is swiftly losing all its weight when measuring the success of a mobile app strategy, that is still the first thing that managers would see. The potential to drive large amounts of downloads at no cost, therefore, is still enticing to any developer.

While still overlooked, app store optimization is an incredibly important opportunity. Just like search engine optimization, though, ASO is a marketing science that requires time and devotion. It has specific rules, tips, and threats. In a few words, it demands a knowledge of what you are doing.

Searching is still the most popular way to discover apps: roughly 65% of app purchasers search, discover and purchase apps browsing the app store. Without the right approach, your app could get lost in the crowd. The right approach involves the ability to deploy best practices and to avoid common mistakes.

A couple of weeks ago we talked about the best practices in app store optimization, and how you can leverage the store to make it an integral part of the digital customer experience. Here we are going to bust the many misconceptions that might misguide you in your path to mobile marketing success.

MYTH 1. YOU NEED TO CHANGE YOUR TITLE OFTEN

As stated by Ankit Jain, head of Google Play search, the title is the most important metadata in the store optimization. That said, you do not really need to change the title every once in a while to reach higher rankings. Adding keywords, mixing keywords or even changing the name of the product will not ensure you any advantage. On the contrary, it may harm your strategy.

Pick a title and stick to it. The title is your best tool in the app store optimization, make sure it is short, unique and memorable; and ultimately include all relevant keywords, without stuffing keywords in it.

MYTH 2. IT IS ALL ABOUT THE KEYWORDS

We do not want to deny the importance of keywords, still one of the foundational elements of online – and mobile – optimization. What we want to point out is that keywords alone will not help you reach the first places in the ‘most downloaded’ list. If you just developed a great gaming app, just putting the ‘game’ keyword everywhere can’t be called optimization.

App stores have the same dynamics of traditional search engines, so you always need to work on your relevant keywords. However, you should never force them. Focus on the customer experience, be sure they are relevant and make sense in the context.

MYTH 3. IT IS ALL ABOUT DOWNLOADS & RATINGS

Judging from ads and press releases, you might be misled to think that ratings and the number of downloads are the two key performance indicators you need to track to measure success. Ratings, of course, are a good signal of how customers consider your efforts; the download number is a signal of short term success. However, then?

Then you need a long-term digital strategy that involves all aspects of app publishing and distribution. Ratings do impact on user’s perception; they do not affect app store rankings. Five stars make a good impression; they do not make your ranking.

MYTH 4. DESCRIPTION IS NOT THAT IMPORTANT

When you try to sell something, the first thing you do is to describe the value of your product, the uniqueness of its features. Easy, not? Well, not for many developers that still believe the description is an ‘extra’, not a mandatory element of the app store presence. This is a dangerous myth, and it can kill your efforts, leaving you app into oblivion.

Description is probably the second major element in ASO, right after the title. While not directly linked with rankings, it has a great role in the store algorithm. Don’t try to stuff it with keywords, just focus on the natural incorporation of keywords in what you are describing. Moreover, remember that apps now show up in Google’s result pages too.

MYTH 5. BEING ON THE APP STORE IS ENOUGH

This is a die-hard myth: now that you are on the app store, hidden somewhere, you do not really need other work. Everything will happen as a some sort of magic, and downloads will flow as a mere consequence of you being there. Some still believe that as long as your app is there, people will find it. You do not need to advertise it; you do not even need to update it.

The truth is, with millions of apps available, it will take much collateral work to avoid failure. ASO is just one piece of the puzzle, and the competition is so fierce that you will need more ‘traditional’ marketing methods to sell it (from social media marketing to content marketing, advertising and PR).

And one last thing: do not abandon your app on the store. When you do it, your customers will do it too. So it will fade away.(source:gamasutra.com  )