Specialized in international ASO. Made a tool that generates keywords relevant to your app in any language. Ask me about localization & ASO!

English, French, German, Dutch, Spanish
Pricing Type
Simple pricing starting at $89/month per language (bulk discounts available). ASO campaigns last a few months.

Interview with Nathan Vander Heyden

What was it about this industry that made you choose it as a primary job?

Besides the challenge of automating search optimization, I like ASO because it has a direct and nearly 100 percent quantifiable impact on a client’s sales/app downloads. There’s something rewarding and validating when you see the numbers go up and you’re able to trace that back to the work you did—I really enjoy that. I’m sure marketers in any industry will know what I’m talking about.

The mobile app community is great, too. I get to be in touch with a lot of first-time entrepreneurs like me, and a lot of people who share my views on the world.

How do you see app marketing evolving?

We’re probably going to start seeing a lot more influencer marketing.

CPIs have gone through the roof and search optimization has its limits, especially for games. If you take a look at Color Switch for example, the only reason the game is still popular now—over a year after it was launched, which is way above the average lifespan of any game—is because of the incredible amount of influencer marketing they’ve done and content they put out. For example, pages like Ray William Johnson’s regularly share silly videos with comedians playing the game, even for just one or two seconds in a 45-seconds video. These videos often get two to three million views, keeping their user base fresh.

Of course, not every company has the means to hire comedians like Ray William Johnson. But I’ve had a few clients who have hired lesser-known YouTube personalities to do more traditional influencer marketing, like product reviews. Developers should look for small, yet highly relevant channels they could promote their app on.

You work on translation and localization on a day-to-day basis. What are some misconceptions about translation/localization?

That Google Translate is the worst thing ever. That may have been true a few months ago, but if I were an indie app developer today, knowing as much about translation as I do, I’d save a good $150 by translating my listings with Google Translate, at least in German, French and Chinese—which are super accurate. Now that it operates with Neural Machine Translation, the accuracy is ridiculously good. Your listing may not always be search-optimized, but at least it’ll be well translated.

I may be biased, but I definitely think we’re heading toward a machine-translated world [...]

Read the entire interview
AppTweak is super easy to use and their interface is full of helpful tips. It definitely helped me get a clearer overview of all the ASO projects I managed when I started out—it’s a must-use for developers looking for a simple ASO management tool. Nathan Vander Heyden