App Store Optimization – The Relationship Between ASO



In this episode, Jackie Chu of Uber will be discussing ASO and how SEO’s may have an upper hand when it comes to the optimization of apps as some SEO knowledge spills over into the world of ASO.To get more news about Aso Promotion, you can visit aso700.com official website.

Here is the entire transcript of the show (please excuse any transcription errors) :Hi everybody. This is Loren Baker, founder of search engine journal. And with me today, we have a very special episode of the SEJ show with Jackie Chu from Uber. Hey Jackie, how’s it going? Hi, Beautiful Friday here in Southern California, Northern California as well,

Yeah. Yeah. I’ll take a ticket early to get an early yeah. Early happy hour. So it’s great to catch up. And have you on I know that we were talking about different topics to go over today for today’s show. And one thing that came up was app store optimization. And that really intrigued me, especially because the idea that you had talked about was what you learned as an SEO and how that can help you in the world of ASL. Right. And everything is after. And to the extent where Uber isn’t that first company, but then you also have other companies that are launching apps, right. Left and right games companies like Disney interactive that were, they have, they have their web presence and then they have all of the games of the launching and competing and things like that. So what does it really just like dive right in the app store optimization. So could you first kind of go over a little bit of an overview of what ASO is or what you consider it to be and how it how it connects to the role of SEO?

Yeah, totally. So I think there’s kind of like two main buckets of SEO. Like if you were to compare it to regular SEO, there’s like, you know, tech, SEO, content SEO off page four apps for optimization. I really break it out into like two things. So it’s like one is like more traditional SEO concepts. And then probably another one is like, you know, half of the work that you really do is conversion rate optimization, because there’s so much you can do with like, you know, changing your images to changing like your icon to changing your copy. I think all of these things have like a really big impact on your downloads, especially being a really big brand like Uber or Dropbox or square, you’re getting, you know, the lion’s share of your searches coming in for branded search. So if you can improve your conversion rate by, you know, 50, 75%, which is like very actually like reasonable for a lot of these conversions optimization tests you know, it could be a really big impact to your bottom line, but from the SEO side, it’s actually kind of like SEO back circa 2011, 2012.

And the reason why I’m particularly bullish on SEO is learning ASO is because I actually think that we’re really well-poised to understand like, where is ASO today? Where’s it going tomorrow? So I think at a, at a very high level, it’s important to know that you have like iOS and then you also have like Google play and both of these have like very different search algorithms and Google play doesn’t share the same search algorithm that, you know, Google search does. So that’s something to keep in mind too. It’s like quite a bit more like nascent. So a lot of times I was just a little bit more challenging to test on just because there’s a lot less lovers, you know, those like very, very basic concepts of app store optimization, like putting the keywords in the title. Ios also has, like, I met a keyword slot, which unlike for Google, which does not use that slot, they actually heavily rely on that slot.

They’re not, yeah, it does work. It does work actually for a very long time because their search algorithm was so nascent. They couldn’t even like rank you for synonyms. You had to like directly say the keyword inside the title. Yeah, but I always tends to be really interesting from a, from an ASO perspective because even though it’s actually tends to be a very small percent of your users, like, you know, like 20, 80 rule in the U S I think we have like 50% split between Android and iOS, but if you go globally, then they actually have like, almost like 80% is Android. So like, it actually really matters a lot to care about Android, but then iOS tends to be where the majority of our dollars. So most people tend to focus on like iOS.