Live App Teardown ft. Steve Young from App Masters
Ariel hosts a live app teardown session with Steve Young from App Masters, analyzing various indie apps for ASO (App Store Optimization) improvements and sharing actionable insights on keyword strategy, localization, and user engagement. The session includes educational content, real-time keyword research, and practical advice for app developers.
Introduction: App Reviews, ASO Insights, and a Special Guest
After Steve's introduction, Ariel welcomed everyone to a new live stream focused on app analysis and App Store Optimization (ASO). Ariel noted the prevalence of AI apps and the trend of developers quickly launching AI-powered products, often without a solid ASO strategy. The session promised to review a diverse lineup of apps, highlight areas for improvement, and share actionable tips for indie developers and established teams alike.
Meet Steve from App Masters
Steve introduced himself, sharing his journey in the app space since 2011. He started with a podcast in 2013, which eventually evolved into an app marketing agency. Steve emphasized his passion for supporting indie developers and helping apps grow downloads and revenue cost-effectively. He also expressed his appreciation for Appfigures and its tools, promising to create a video about his favorite features.
Ariel and Steve reminisced about their long-standing professional relationship, dating back to their first meeting at WWDC in 2016. They discussed the importance of passion and excitement in building successful products, services, and teams.
App Review Lineup and Methodology
Ariel explained that nine apps were selected for review, including one Steve specifically requested. The goal was to analyze each app, identify strengths and weaknesses, and provide practical ASO recommendations. The reviews would cover both iOS and Google Play apps, with a focus on keyword strategy, creative assets, and localization.
Fred: Garden Planner
Ariel:
Fred is a garden planner app designed to help users plan, grow, and manage their gardens. The app features a video (essentially a slideshow of the UI) and screenshots highlighting features like creating planting plans, organizing tasks, and identifying pests.
Steve:
The app looks good, but the messaging in the screenshots—such as "create beautiful planting plans"—is a bit vague. If you're targeting a keyword in the title, it should be clear and aligned with what users are searching for. For example, "garden planner" is a strong, focused keyword.
Should You Use a Video in Your App Store Listing?
Ariel:
Whether to use a video depends on your niche. For photo and video editors, videos can instantly showcase value and engage users. For productivity or specialized tools, a "markety" video might turn off users who are looking for a specific feature. If your app has many features and you're not targeting them with custom product pages or ads, a video could hurt more than help. Always look at your competition to decide.
ASO Focus and Keyword Strategy
Ariel:
Fred has only seven ratings in the US, making it tough to compete with bigger apps. It's crucial to focus on the primary use case and ensure the app name, subtitle, and keyword list are tightly aligned. Overloading with keywords or repeating them can confuse the algorithm and reduce effectiveness.
Steve:
I experimented with repeating keywords in the title, subtitle, and keyword field. While it worked for a specific keyword, filling out the entire keyword list and focusing on relevance is more effective in the long run.
Ariel:
Repetition can sometimes work, but generally, it reduces the value of each instance. Focus is key—identify the main use case and build your metadata around it.
Keyword Research Example
Ariel and Steve used Appfigures' Keyword Inspector to check "garden planner," discovering it has significant search volume (.4 million for the top 10 results in the US). The top-ranking apps use variations like "planter," "veggie garden planner," etc. Ariel suggested moving the main keyword to the beginning of the app name (e.g., "Garden Planner by Fred") to increase weight and visibility.
Localization Strategy
Ariel:
Use different localizations for different themes. For example, target "garden planner" in one localization and "gardening planner" in another. This approach can help you rank for multiple relevant keywords.
Steve:
I'm interested in running experiments with localization and would love to collaborate on future tests.
Ariel:
I'm planning to share more real-world experiments this year, even if they fail, to provide valuable insights.
Icon and Screenshot Recommendations
Ariel:
The app icon should clearly convey the gardening theme, similar to top-ranking competitors. The first screenshot should visualize the main use case—planning your garden.
Gym Rookie: AI Gym Planner
Ariel:
The app name, where "Gym" appears twice, can reduce its effectiveness in the algorithm. The icon doesn't clearly communicate the gym theme—consider using imagery like dumbbells or muscles. The screenshots focus on UI with AI art overlays, but they should instead highlight the value: helping users achieve fitness goals with AI-generated plans.
Steve:
If targeting beginners, lean into that with messaging like "from couch to fit." However, consider whether "rookie" narrows your audience too much.
Ariel:
The keywords you target should be the central theme across your name, icon, and screenshots. Avoid diluting your focus with too many unrelated keywords.
Kids Learning: Truth and Tales – Games, Stories, Exercises by Expat
Ariel:
The app's purpose is unclear—is it a story app, a game, or a mental development tool? If the app offers multiple features, consider highlighting different themes in various localizations to avoid confusing the algorithm.
Steve:
For kids' apps, iPad ASO is often easier and more lucrative than iPhone. Focus on high-traffic keywords for iPad and polish your screenshots to clearly communicate the app's value.
Ariel:
Parents want to know why they should choose your app over free alternatives. Use clear, attractive visuals and concise messaging to convey benefits quickly.
Two Guys: Puzzle Platformer by Hit Square (Google Play)
Ariel:
On Google Play, the long description serves as your keyword list. The app's name and visuals should be consistent—if you call it "Two Guys," users expect to see characters, not boxes. Use the description to target high-traffic keywords like "puzzle game" and "platformer game," repeating them strategically.
Steve:
"Platformer" has a search traffic score of 28, and "puzzle game" is 38. Align your metadata and description with these terms for better ranking.
Ariel:
The description should sell the game's unique aspects, not just describe basic gameplay. For games, as with apps, clarity and focus are essential.
Closing Thoughts and Key Takeaways
Steve:
The biggest takeaway is the importance of focus in localizations. Use all available data to refine your strategy and ensure your metadata is tightly aligned with your app's core value.
Ariel:
As the App Store matures, focus has become increasingly important. The interplay between the app name, subtitle, and keyword list (or long description on Google Play) is critical. Use tools like Appfigures to guide your decisions and avoid common mistakes.
Steve praised the speed and effectiveness of Appfigures' Keyword Inspector, and Ariel credited his team for their hard work on the platform.
Connect with Steve
To reach Steve or learn more about his experiments, visit appmasters.com or find the App Masters YouTube channel.
Final Notes
Ariel thanked Steve and the audience, promising to address any remaining app reviews in the comments. He encouraged viewers to like and subscribe for more ASO insights and upcoming live streams, including open Q&As and deep dives into custom product pages.
Stay tuned for more actionable ASO advice and real-world experiments!
✨ This transcript was generated and enhanced by AI and may differ from the original video.
