Profi is a unique service that helps users find private specialists in any field: whether you need a tutor, repairman, fitness trainer, veterinarian, housekeeper, or a beauty specialist. Profi has about 4 million clients and 250 thousand specialists. The company has two apps — one for specialists and one for customers.

More than 450 different services are available to Profi users. Different services are popular in different seasons. This brings both benefits and challenges to ASO. We know that in August and January people start actively looking for tutors, so we optimize ASO with a focus on tutors. In November and December, we focus on beauty specialists; in May we focus on repairmen.

Our team does not have specialists who would deal exclusively with ASO. Any available marketer can perform ASO tasks.

With each release, we check and update keywords in the metadata. To monitor keyword dynamics, we use Keyword Analytics in Asodesk.

We update graphic ASO when it's high season for a particular service category, or when a good idea comes up.

Two interesting hypotheses have worked out for us:

1. A festive New Year's page design on Google Play helped increase our app's install conversion.
   
2. Short description emojis can also increase install conversion.
   

When we were looking for an ASO service, we compared different options, and Asodesk showed the most complete and accurate data for our app. We thought that the situation should be no worse for other apps as well. My favorite tool is Organic Report. Here you can find a lot of useful insights to learn and apply to your work.