Source: SEOSignalsLab

Pick His Brain!

I’d like to introduce one of our members, Gabriel Machuret, for our next ‘Pick His Brain’ session and I want to thank him for the participation.

Gabriel Machuret is one of the world’s top experts in ASO (app store optimization).

Gabriel has spoken in the App Summit, Casual Connect, and ASO conferences across the world.

Some of his previous App clients include Disney, Vodafone, Red Bull & Glassdoor.

Gabriel has also authored 2 books, worked as the head of Warrior Forum, and built agency building courses.

Please feel free to pick his brain regarding SEO for apps.

Here are the rules.

1) I’ll let the thread go on until he asks me to stop. Theoretically, this thread can continue until the FaceBook stock value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s success and strategies.

3) Please do not PM him and bother him. If you have a private question, ask for his permission on this thread when appropriate.

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Table of Contents

Are you still doing SEO nowadays? Or what do you do?

Still do SEO mate + ASO . Mainly Tech Companies and Startups.

Is there a place/course anything were can someone find all your knowledge/posts/articles about ASO?

My book still valid mate…/the-app-store-optimization-bible… and you can also find a few videos I have in Youtube About ASO.

The book is a good starting point.

What are the basic and factors involved in Aso? Like when it comes to seo we know quality links and quality content?

Keywords (like SEO) .. download numbers + reviews and download intent.

(So if app UBER gets downloaded for TAXI, the ranking for Taxi will increase)

What if you are in a market where people don’t really know the problem they have?

Troyan horse = find the keyword before they have the problem

Q1: Whenever I go on LinkedIn…I find you spreading negativity on other people’s post in comments. …. What’s up with that? Q2: How helpful the 90 day Medium challenge was in growing your personal brand?

My negative comments are usually on ASO Chinese people.

Yep. I’m their nemesis.

The 90 day medium challenge was fun, it helped a lot.

But it helped because I was honest as hell, it also got me the Warrior forum Job that was profitable but also a nightmare.

What are you working on now? What’s the title of your next book? Where will you be traveling to next?

I’m SEO manager of a tyre company in Australia currently and doing ASO / Search Ads for around 4 brands.

All top apps and strange wise all in the fintech/business niche.

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Next Book: Killing Instagram – How Social media is making is us stupid.

And the next trip is with my 2 boys in June, we are doing LA to New Orleands driving .. 6 weeks road trip.

Super pumped.

What do you think about universities? do you think is it important to go university for getting success? Who are more successful in your view between Well-educated or well-skilled?

I am the most un-educated person you will ever meet in you analyse it from a “university degree point of view” , in fact at the age of 40…

I’m 41 tried to go back to Uni and I failed….

I think Uni is important if you are going to go and do roles that requires that you follow standards that are vital for the safety of others.

Medicine, flying a plane, build rockets…. etc…

Personally I think someone skilled and with hunger to learn is more useful for any startup or business.

But I also respect the discipline that University requires.

What are your thoughts on using the appstore as a parasite page to rank an app landing page within the SERPS?

That is a good one, it can be done and in fact you can’t get penalized to spam the crap out of Google Play because … well… is owned by Google.

Usually the problem is that developers have duplicate content, but if you use BOTH (Apple) and Google Play it can work.

Strange wise, not clue why, apple (itunes) pages always rank higher than Google Play. No idea why

Should remove tag from WORDPRESS sitemap? How important is it to SEO?

I dont think is truly relevant or makes a huge difference mate

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(1) How would you explain ASO in a nutshell? (2) Is it the same process as SEO? (3) What are the best features of an app that you have seen so far?

1. ASO is like SEO in the 90s . Very basic and rustic . But mainly is core keyword research for different app stores.
2. Is almost like SEO but focused 90% in the research.
3. Apps that make you love the brand based on how much stuff they give you for free.
Example Nike Run Club. You can’t use it and then not become a huge Nike fan

Are there any tools out there for ASO like there are for SEO? For example, cora, PoP, surferSEO. How do you get the “on-page” perfect in your play store app.

Great question about the perfect on-page SEO for Google play.

Think about it as optimization of 1 single article without keyword stuffing

Tools to use

Mobile Action

Sensor tower

ASO desk


Is it possible to compete with Giants in the industry? For example if you wanted to organically rank in play store for “fun strategy game”. Does it just come down to more reviews/installs under that keyword?

Fun strategy game is not a giant keyword. “Dating” is…

But without pay acquisition strategy ASO is just not enough.

What paid acquisition strategy is best? Paying for fake reviews/installs? Running ads to the app?

Best ROI for IOS so far is Search Ads (BUT NOT CHEAP).

But great ROI … not 100% for Games but for non games yes.

(I don’t work with game companies anymore for the record)

You’ve tried so many different SEO customer acquisition tactics. Which one worked best for you?

Content marketing on sites like LinkedIn or niche FB groups.

So things like this.

If there were just 3 things you could do in SEO to rank. What would they be?

Evergreen content

Core foundation links

Solid internal link building