What is ASO Killers?

Image Credit: Fortune Tech

Here are 10 things I have seen hurt a client’s ASO over the last 6 years:

1. Using the wrong data - Web and mobile data are different. If the results from an ASO tool mirror the results of the Google Keyword Planner then you know the data is going to be off.
2. Using Apple Search Ads as a keyword tool - Many ASO tools are proudly using ASA data as part of their keyword tool without realizing how ridiculous it is to use data that constantly changes.
3. Using translation instead of localization - Using an automated translation service or an ASO tool which uses Google Translate means that you are probably missing out on the keywords that really matter. Users search completely differently from territory to territory and even though English might be common, users search with different semantics, spellings and context in search.
4. Updating too quickly - Apple and Google both take time to fully index keywords. Updating too quickly can mean that keywords lose rank, indexation or are never properly indexed.
5. Following misinformation - There are so many old posts and posts coming from people on the fringes of ASO (i.e. mobile marketing agencies, ASO tools, SEO companies and offshore freelancers) that it is easy to implement the wrong strategies.
6. “Boosting Keywords” or buying reviews - It seems most of these companies have either shutdown or everyone has become wise to “black/ grey hat” techniques but it’s still worth advising to steer well clear of those offering “performance based ASO.”
7. Using the wrong KPIs - “Keyword Growth” and “Conversion” Those are the only KPIs that matter in ASO…period.
8. Removing keywords - There is a well known free tool that shows around 30% of the keyword an app ranks. If you decide you are not ranking for a keyword in the reaming 70% of untracked keywords, you could be removing all the keyword phrases tied to the seed keyword.
9. Not testing enough - I look at ASO like a race. You’ll never win a race by doing one lap. Like racing, the winners in ASO are the ones who research, update regularly and constantly test. 90 days is the usually the minimum required to really start to see results.
10. Not understanding the market - You should know your app, your competitors and your target audience better than anyone else. ASO is not going to help an app trying to compete in a niche which has too much competition. Users are looking for apps that entertain or solve problems not apps which are all the same. Professional ASO can get you the visibility and conversions provided there is a large enough market looking for the app’s features/ gameplay.

via Quora