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如何优化Google Play商店应用详情页面

2019-05-14

原文:How to Optimize Your Google Play Store App Details Page by Sylvain Gauchet

There are tons of content about ASO in the Internet and the amount grows every day. App stores (Apple App Store & Google Play Store) are becoming bigger (and more competitive) and they grow exponentially.

网络上存在大量的关于ASO的内容,这个数量每天还在增加. 应用商店(Apple App Store & Google Play Store)日益庞大,竞争激烈,增长迅猛.

ASO (acronym of App Store Optimization) is a reality and, according to our experience with PickASO agency and our own mobile apps, ASO is a 100% MUST for any app developer or marketer.

ASO (App Store Optimization的缩写)根据我们的经验是每个开发者和销售者的必须工作.

In this post we are going to learn how to optimize a Google Play Store listing of any Android app in order to increase visibility and volume of organic downloads from the store.

在这篇文章中,我们学习如何优化任意类型的Google Play Store清单,来增加商店的曝光和下载量.

Let’s start from scratch!

让我们从零开始!

App Store Optimization: What is it?

应用商店优化是是什么?

We aren’t writing again about this, but basically, ASO is the process of optimizing a mobile app in order to get the maximum visibility and the highest conversion rate to install in the app stores. So, ASO is not only about traffic, it’s also about conversion. Some people call it “App Store SEO”, because of its similarity with web Search Engine Optimization.

我们不会重复说明, 但是基本上, ASO是在应用商店获得最大的曝光和下载转化率的优化过程.所以, ASO不只是关于流量,同样关于转化率.因为它和Web搜索优化类似,所以一些人把它叫做”应用商店的SEO”.

ASO Strategy

ASO的策略

The App Store Optimization strategy basically consists of these 3 processes:

  1. Keyword research & Market research
  2. Google Play Store page optimization + A/B testing
  3. Tracking / monitoring and repeating number 2

ASO通常包括以下3个步骤:

  1. 关键字研究和市场研究
  2. Google Play Store 页面优化 + A/B 测试
  3. 追踪/监控 然后重复步骤2

1. Keyword research & Market research

1. 关键字研究和市场研究

This is the essential analysis you need to make before implementing your ASO strategy and even before publishing your app or game.

这是你执行你的ASO策略之前必须做的分析,即使你还未发布你的应用或游戏.

For new applications it is quite difficult to get into the top search results for head or mid-tail keywords.

对于新应用来说,进入热门或中间关键字搜索结果的前列是非常困难的.

It’s possible, of course, but it will take a lot of effort, time and installs. This is why the best strategy in the beginning is to go for long-tail keywords – keyword combinations that are a bit more specific than usual search request keywords and have lower competition. They have less traffic than the head or mid-tail keywords, but if you target keyword combinations for specific searches, your app or game has much better chances to show up in these search results.

当然,这是可能的,不过它会花费大量的工作,时间和下载量.所以这是为什么前期最好的策略是选择长尾关键词-比通常搜索选择的关键词特殊一点,竞争更加少.它们比头部或者中部的关键词的流量少,但是如果你的选择特殊搜索的组合关键字做为目标,你的应用和游戏有更多的机会从这些搜索结果中突出显示出来.

Did you know we gathered all our best ASO content in one place? Check out our App Store Optimization resources.

你是否知道我们把所有最好的ASO资源聚集到一个地方?查看我们的ASO资源

How to choose keywords and keyword combinations for your app?

如何为你的应用选择关键字和组合关键字?

First, brainstorm the keywords – it could be anything that comes to your mind that is relevant to your app and to the tasks it performs, or its main features. Check what your competitors are doing there, too – which keywords they are working on their listing, which keywords they are ranking for and where (countries). Another good practice is to read reviews of your competitors app and try to identify the keywords that users mention.

首先,进行关键字头脑风暴 - 它可是是任何与你的APP和它拥有的功能,或它的主要特征相关的内容.了解你的竞争对手怎么做的 - 他们选择了什么关键字列表,哪个关键字哪个地区他们靠前.另外一个技巧是阅读你的竞争对手应用的评论,尝试提取用户讨论的关键字.

Collect as many different keywords as possible, and then amplify the list with long-tail keywords. You can do it with a keyword suggestions tool – for example, AppKeywords.io or TheTool:

收集尽可能多的不同的关键字,然后用长尾关键字扩大这个列表.你可以使用关键词建议工具做这个 - 比如 AppKeywords.io or TheTool:

SuggestTool

After you have created and uploaded your pool of keywords to the system, check the difficulty and traffic for each keyword. You can perform this analysis in TheTool keywords panel as well:

在你创建和提交你的关键字池到系统后,检查每个关键词的难度和流量.你同样可以在TheTool关键词面板完成这个分析:

TheToolKeywordsPanel

How to identify long-tail keywords in TheTool?

如何在TheTool识别长尾关键字?

Pay attention to those keywords that have low or medium difficulty and at the same time, the most traffic. These keywords are not highly competitive, and ranking for these keywords will improve the visibility of your app dramatically. When you will start implementing your ASO strategy, you will know which keywords to target.

关注那些低的或者普通难度并且有最大流量的关键词.这些关键词没有高的竞争,提高这些关键词排名可以突然提高你的应用曝光.当你开始实施你的ASO策略时,你会知道哪些关键字是目标.

To check your competition for each particular keyword can be helpful when you analyze the relevance of your app for a particular search, or identifying the keywords with less competition.

当你分析你的应用和特定搜索的关系,识别竞争少的关键字时,检查每个特殊关键字的竞争情况是有用的.

KeywordCompettion

2. Google Play Store optimization + A/B testing

2. Google Play 商店优化 + A/B 测试

Implementing an ASO strategy for Google Play is a process that embraces optimization of your app’s on-metadata and off-metadata.

  • On-metadata factors are the ones that are under the control of the developer: title, developer name, description, icon, screenshots, feature graphic.
  • Off-metadata factors are the ones out of your control (but you can influence them): installs volume, ratings and user reviews.

实施Google Play ASO策略是一个包含优化应用显性元数据(on-metadata)和隐性元素据(off-metadata).

  • 显性元素据(on-metadata)是开发者可控的元素:标题,开发者名字,描述,图标,截图,置顶大图.
  • 隐性元素据(off-metadata)是开发者不可控的因素(但是你可以影响它们):安装量,评分和用户评价.

Later in this post we will take a close look in the details of ASO on-metadata and an anatomy of a perfect Google Play Store listing of an Android app.

稍后我们将在文章中讨论ASO 显性元数据的细节和Android应用的一份完美Google Play商店清单的结构.

It doesn’t matter if you have already published your app, or if you are just preparing to launch it, you will need to implement the Google Play Store optimization. You will work on different elements of your listing, to improve both visibility and conversion rate to install.

不管你是已经发布应用,还是即将准备开始,你都需要实施Google Play商店搜索优化,你会优化你清单上不同的部分,来改进曝光和下载转化率.

And here is news for you: what you think is not the same as what your users think.

需要你特别留意的是:你所想的不等于你用户所想的.

You may have created a great icon, but as Ogilvy said, “If it doesn’t sell, it isn’t creative”. You can’t trust your own intuition here, and the user response is not always going to be as good as you expect.

你可能设计了一个优秀的图标,但是正如Ogilvy所说, “如果它不能卖出去,它就不产生价值”.在这里你不能依赖你的直觉,同时用户的反馈不会一直和你预期的一样好.

This is why you need to perform an A/B test before implementing any change in the listing elements that are affecting the conversion rate. Those elements are primarily the graphics: icon, screenshots, feature graphic, and the localized texts.

这就是为什么你需要在修改任何影响转化率的元素之前进行A/B测试,这些元素是重要的图片:图标, 截图, 置顶大图, 和本地文字.

What is A/B testing?

什么是A/B测试?

To perform an A/B test, you will need to create 2 different versions of your listing element, and compare them against each other. During the experiment, half of your traffic will go to version A, and another half to version B, and then both options will be compared to determine the best result. It is very important to test with a change in only one listing element, otherwise it is hard to determine which of the changes has caused an improvement.

进行A/B测试,你需要创建2个版本的物料清单,然后对它们进行比较.在实验期间,一半的流量将会去版本A,另外一半去版本B,然后所有的选项都会进行比较来选择最优的结果.每次测试只改变一种物料是非常重要的,否则你很难判断哪个改变产生了优化.

Good news – Google has an A/B testing tool integrated into the Google Play Console! Here you can check out more about how to perform the experiments on your store listing in Google Play and the best tips about A/B testing.

好消息是Google有一个A/B测试工具集成在Googel Play后台!在这你可以查看更多关于如何对Google Play商城物料进行实验以及A/B测试的最佳技巧.

You should always have an a store listing experiment running.

你应该一直有一个商城物料实验在进行测试.

3. Tracking / monitoring

3. 跟踪/监控

The App Store Optimization process never stops, the market changes as well as the Google Play Store itself, so a developer has to be always up-to-date with the current market situation.

App Store 搜索优化永不停止,市场和Google Play商城本身一样不断变化,所以一个开发者需要一直跟随当前的市场变化不断更新.

The good practice is to track weekly (ideally, daily), your volume of installs (organic + non organic), keywords rankings, top charts rankings (overall, category, etc.), ratings and reviews of your app or game. Remove the keywords that are not performing, analyze and add new keywords and continue A/B testing until you find a best-converting elements of your Google Play Store listing.

好的做法是每周追踪(最理想的是每天),你的安装量(organic + non organic),关键字排名,榜单排名(全部的,分类的,等等),你的应用或游戏的评分和评论.删除没有用的关键字,分析和添加新的关键字,然后继续进行A/B测试直到你发现一个最好转化率的Google Play商店清单的物料.

User reviews is a part that is not totally under your control, but if you are constantly monitoring it, you will get valuable information about your product, keywords, and the weak points of your product and / or your communication strategy with users. In Google Play you can interact with users, replying to their reviews, which helps to build trust and improve the overall rating of the app. A good user sentiment not only improves the conversion rate to install, but it is also favorable for search ASO, as Google ranks higher the apps with more and better user reviews.

用户评论是完全不在你控制的一个部分,但是如果你持续的监控它,你将会获得关于你产品的有用信息,关键字,和产品的缺点和你和用户的沟通策略.在Google Play你可以和用户互动,回复他们的评论,这样有助于建立信任和改善应用整体的评分.一个好的用户氛围不仅可以提升安装转化率,同时还有利于搜索ASO,因为Google会提高那些有更多和更好用户评论的应用排名.

How to Optimize Your Google Play Store Listing for ASO

如何为ASO优化你的Google Play商店物料

A perfect Google Play Store listing for ASO can improve keywords rankings, improve conversion rate to install and drive organic downloads. As simple as that.

一个ASO的完美Google Play 商店物料可以提高关键字排名,提高安装和有效下载转化率.就行下面这样简单.

Google Play Store Listing

Besides optimizing your app for Google Play Store, ASO will also help your app rank higher in Google web search results (App Packs). Read more here.

除了优化你Google Play商店的应用搜索, ASO同样会帮助你提高Google 网页搜索结果(App Packs)的排名.更多阅读这里

Let’s take a closer look on the anatomy of the perfect Google Play Store listing:

让我们来仔细了解完美的Google Play 商店物料的结构:

URL / package

URL/包名

First things first, and the URL is the first thing you should think about, because once set, it can not be modified later. In Google Play Store, same as in the Google web search, keywords included in the domain / URL act as a strong ranking factor for app search.

要事优先,URL是第一个你需要考虑的事情,因为它是一次性的,你不能以后修改它.在Google Play 商店,同样在Google网页搜索,域名/URL包含的关键字是应用搜索很大的一个权重因素.

spotify

alarm.clock

Read this curious case study on how Nintendo’s Super Mario Run included the keyword “zara” in the package URL. When the installs kicked off, giving the necessary off-metadata boost, the game started to rank for this extremely competitive and highly searched keyword.

阅读这个特殊的案例学习关于任天堂的Super Mario Run如何在安装包URL包含”zara”关键字.当安装开始,伴随着必要的隐性物料增长,这个游戏开始提高了这个极其激烈和热门的关键字排名.

Worth including a few keywords in the URL, right?

值得包含一些关键字在URL中,是不是?

Developer name

开发者名字

The developer name will as well help your app rank in search results. Besides that, Google favors apps from a developer with a positive history and ranks them higher in searches.

开发者名字将会同样帮助你应用在搜索结果的排名.除此之外,Google支持来自有良好记录开发者的应用,并会提高它们在搜索的排名.

Try adding some keywords in the developer name. For example: “#DeveloperName: keyword + keyword”

尝试在开发者名字中添加一些关键字. 比如: “#开发者姓名:关键字+关键字”

Draw apps for free

Top free games

Title

标题

The title of an app in Google Play Store is another important ASO on-metadata factor to keep in mind. It affects, above all, the search results, but as well the conversion rate to install.

标题是Google Play商店App的另外一个需要持续关注的重要ASO显性元数据因素.它是影响搜索结果最大的因素,同样影响下载转化率.

Google allows developers to include 50 characters in the App Title (NEW: link), so use them wisely. Keep your brand name short, easy to spell and easy to memorize for your users. Include your most relevant keyword(s) alongside your brand name. This can significantly improve your app keywords rankings!

Google 允许开发者在应用标题中使用50个字符,所以明智的使用它.保持你的品牌名词短,用户容易阅读和记忆.在品牌名词旁边包含你最重要的关键字.这样可以显著的提高你应用的关键字排名.

Remember that you can add one title in each language to localize your app. Don’t ignore localizing your app title – the mobile world is global, and the demand for your app can arise from the countries that you have never expected.

记得你可以为每种语言添加一个标题来本地化你的应用.不要忽略本地化你的应用标题 - 移动的世界是全球的,你应用的需求可以来自你从没有想到的国家地区.

Free Books

Peak

Quick tip: Try adding emoji to your app title to grab attention of the users when they browse or search the Play Store.

快速技巧: 尝试给你的应用标题添加emoji表情来吸引用户在Play商店浏览和搜索时的注意力.

The perfect Title should look like…

  • Brand – Keyword
  • Brand: Keyword
  • Keyword – Brand
  • Keyword: Brand

完美的标题应该像这样…

  • 品牌 – 关键字
  • 品牌 : 关键字
  • 关键字 - 品牌
  • 关键字: 品牌

Short Description

简要描述

In Google Play Store, the short description of an app has a strong effect on the ASO in keywords rankings and conversion rate.

在Google Play 商店, 应用的简要描述能够有力的影响ASO关键字排名和转化率.

Google allows developers to include up to 80 characters for the short description, and if the users are interested to know more, they can expand the short description to view the full description of your mobile app or game.

Google 允许开发者在简要描述中使用最多80个字符,如果用户有兴趣知道更多,他们可以展开简要描述来看你移动应用或游戏的完整描述.

A well-composed short description is the highlight of all the best things about your app or game, and the best use that a developer can give to this field is to include the core keywords and the main purpose of your app.

一个良好构成的简要描述是强调你应用或游戏最好的东西.开发者在这栏最好使用和谐关键字和应用的主要目标.

Quick tip: Like it happens with the title, adding emoji in the short description definitely catches users’ eye!

快速技巧: 就像标题一样,在短描述添加emoji表情有效的抓住用户的眼睛!

BONUS: Spy any Google Play Store short description with this tool.

福利: 使用这个工具抓取任何Google Play 商店的简要描述.

Vevo

Deliveroo

Description

描述

The description in Google Play is specifically important because it is an On-Metadata factor that is responsible for Search and Conversion. In this field you have to include all the keywords of your app or game, combined with a powerful call-to-action.

Google Play中的描述特别重要, 因为它是一个承担搜索和转化重要责任的显性元数据因素,在这一栏,你必须包含你应用或游戏所有的关键字,结合一个强烈的行动号召.

First of all, the description serves the purpose to improve your app’s position in the Google Play Store search algorithm, so it has to be searchable. And secondly, it helps to convince your potential users to install your app, so it has to be actionable.

首先,描述为改进你应用在Google Play 商店搜索算法的位置服务,所以它是可以被搜索的.其次,它帮助说服你潜在的用户安装你的应用,所以它是可行动的.

8fit

Moovit

The maximum length for a description in Google Play is 4.000 characters. The best practice is to include your target keywords a few times, and it is important to mention the core ones in the first and in the last lines of the description to improve rankings for those keywords.

在Google Play 描述最大的长度是4,000个字符.最好的做法是包含你目标关键字多次,在前面提及核心关键字,在最后几行优化其他关键字,是非常重要的.

Unlike Apple App Store, Google indexes ALL content of your app description and it helps with ASO.

不像苹果应用商店,Google索引你应用描述的所有内容,它有助于ASO.

A few tips for a perfect description:

  • Use the maximum possible number of characters for description. 3000-3500 char is OK.
  • Localize description to ALL possible languages.
  • Look for mid and long-tail keywords and add them to your description.
  • Use bullet points to organize the information in a clear and visual way for the user.
  • Describe the best features of your app.
  • Write in short paragraphs without an overload of information.
  • Include emoji

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