This is one of the oldest rules in the ASO playbook since the App Store was launched.

It’s so simple, and everybody says they understand it, but it’s 2023, and I’m still finding marketers needing to correct this. It’s so painful. But not you, of course, because you’re a reader of this newsletter 😉

The rule is that one shall not repeat keywords on its title, subtitle, or keywords.

In the example above, we managed to increase the number of keywords in our app by 53%!

And if you think that adding 8 more keywords it’s not a big deal… Think again.

Remember that the algorithm will combine these keywords because users can (and will) use multiple words to describe what they’re looking for. I could search for an “ai video editor”, or an “video editor with captions”, for example. So, every single keyword you add exponentially increases your ASO fingerprint in the App Store.

The same goes for Google Play, except that you might want to repeat keywords on purpose in the description. But that’s a different thing.

I’d say that 95% of the success cases I built when I had my ASO company back in the day were due to this simple best practice. Damn, I even overachieved my app growth OKR when I joined OLX in my first year just by doing this. Getting good results is easier when you understand the mechanics behind the algorithms.

And now you tell me that what I’m saying is too basic.

Yeah, I agree. Still, as I said, I see mistakes like this almost every day.

But if you want hard, then hard it is. Because, building on top of this tip, you can use an advanced tactic to 10x your fingerprint. Yeap. Not another 53%, but 10x. And it’s not an easy one to pull off, for sure.

So, stay tuned because, in the next few editions, I’ll bring part two of this article.

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🇧🇷 No meu curso de ASO eu coloquei todas as minhas dicas, truques, e processos que usei para crescer apps de empresas como OLX, 99, Vivo, PlayKids, Whitebook, e muitas outras. Ele custa ⅓ do que qualquer freela ganha por mês em um projeto e já ajudou muita gente a avançar na carreira (dá uma olhada nas reviews). Dá uma olhada.

 

$100M Offers: a much more interesting approach to The Product Launch Formula

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Quote from the book Antifragile (Nassim Taleb)

I am an ingrate toward the man whose overconfidence caused him to open a restaurant and fail, enjoying my nice meal while he is probably eating canned tuna.

If you’re an entrepreneur (or a parent), you’re likely to know exactly what this feels like. Resurfaced using Readwise.

 

🛠️ [AI] Tools I’m playing with

This is an enhanced version of Chat-GPT itself. This tool was recommended to me by Yuri Moreno, and I haven’t logged in on OpenAI since then. What I love about it:

• Having multiple folders to organize my chats
• It offers an easy way to save and organize my prompts
• Access to their prompt repository (not great, but good for inspiration)
• It adds links to related Google Searches along with the answers
• Instead of paying a $20/mo subscription to OpenAI, I can use my API key ($1-$2/mo) and make a one-time purchase to Typing Mind for $39. I’ve been using it for two months, so I’ll save some money next month.

The only downside is that I can’t use GPT-4 in it yet because I need the API key (which is only available for developers who are contributing to the project for now), but I hope that in the coming weeks, that will change.