Do you want to launch your app and make it more reachable to your targeted audience? That’s Great! But, have you ever wondered how your app can get discovered amidst the millions of apps? Getting your app noticed is one of the biggest issues faced by mobile app publishers today. Thus knowing what is app store optimization (ASO) has become essential than ever before.
Continue reading this blog to know more about what app store optimization is and how it can help your app rank well.
What is App Store Optimization(ASO)?
App store optimization means optimizing the listing pages for your mobile app in app stores including Google Play and Apple’s App Store. The main purpose of doing ASO is to maximize the visibility and number of downloads of your app for relevant searches – basically, SEO for your mobile app rather than your website.
The key factors to focus on ASO include app name and title, keywords, description, subtitle, total number of downloads, ratings and reviews, etc. ASO is an important component of a successful marketing strategy and even small changes can make a huge difference.
Significance of App Store Optimization
App store optimization plays an important role in pushing your app’s unique selling points and establishing connections with the target audiences. Quality ASO increases the number of installs, making it highly valuable to app marketers. Furthermore, these installs are organic, which in turn helps have an app’s most valuable user base.
ASO is an important part of an app marketing strategy for to following reasons:
Discoverability: If your app is not searchable on the app stores, you will have fewer organic downloads. Using the right keywords not only means more users, but it also means more downloads.
Organic traffic: Organic users are the most valuable users of apps. Strategic ASO helps increase organic traffic at a large scale.
Improve Visibility: If your app is not easily accessible, people will not be able to download and use it. So, despite including fantastic UI/UX features, if it is not visible, you are wasting your efforts.
Reduce User Acquisition Cost: Rather than wasting resources on advertisements, you can reduce your user acquisition expenses by focusing on organic development using ASO. This not only helps save you money but also guarantees consistent development.
Conversion rate and revenue growth: In addition to improving visibility, ASO helps improve the conversion rate of an app’s landing page. The higher the conversion rate is, the better the page will rank. Remember that app store optimization improves conversion rates and motivates users to click through and download the app.
Also Read: 10 Ecommerce Marketing Strategies for Your Business
App Store Optimization tips and strategies
The ASO strategies mentioned below help all-size businesses drive app visibility, attract high-quality users, and boost app installs.
Strategy #1 – Do Market Research
Before starting with the keywords and visual research, it’s important to know the landscape. By doing the research, marketers can identify trends, competitors, and gaps they can deploy in their ASO strategy based on their business. For instance, small Startups can use free tools such as Google Trends or Sensor Tower’s basic version to know the market trends and strategies used by the competitors, while large enterprises can do research globally to know the trends. Also using large-scale tools and data services helps get a competitive edge.
Strategy #2 – Understand Your Competitors’ Strategy
Your competitors aren’t just rivals, rather can be your leaners. Thus understanding their value propositions lets you position your app as the better alternative. It is important to focus on a niche which your competitors haven’t targeted yet. Also, you can leverage data to refine your value propositions. It is important to research user reviews of your competitors as this provides key insights into what their users love and dislike.
Strategy #3 – Keyword Optimization
Keyword optimization is the most crucial aspect of app store optimization and thus must be selected wisely. Keywords directly impact the way your app ranks in search results, so use the combination of the right keywords based on your business size. Small businesses can use long-tail and relevant keywords as they have lower competition. Though they might not have more search volume, they can help you connect with potential users who are likely to install your app.
Also, global businesses must optimize keywords for multiple regions to get global visibility and maintain higher rankings in the Apple App Store and Google Play Store.
Strategy #4 – Staying Updated
Understanding your audience’s search intent is improving to make your app visible in app stores. It’s not just about using keywords; it’s about knowing how your target audience searches for apps like yours. Keyword research is a continuous process and an important app store optimization strategy. Staying updated on evolving search trends and adapting your app marketing strategy is important to remain competitive in the app store rankings.
Strategy #5 – Target the Right Audience
Consider your app store page as your potential user and always remember that the first impression is the last. Optimizing your app title, icon, screenshots, and description helps convert visitors into installs. It is important to create eye-catching and high-quality visuals reflecting your app’s core value. Also, store listings are not static, they change with time. So keep them updated with new features, events, and promotions to keep users engaged and maintain relevance.
Read more: Indian Companies Use Influencer Marketing to Grow Their Brand
How to do Keyword research for ASO?
Successful keyword research for ASO and choosing the right keywords lays the pillar of a robust app store optimization strategy. Without knowing the trending keywords users by your target audience, you won’t get insights into what they’re looking for. These keywords are the primary means by which potential users can discover their apps in overcrowded stores.
- Keyword Relevance: It is the extent to which app metadata (app title, description, keywords) matches with the users’ search queries. Apps using relevant ASO keywords are more likely to rank higher in search results.
- Keyword Density: The frequency of targeted keywords used within app metadata is also important. Don’t do keyword stuffing as it will negatively impact the app’s credibility and user experience. So maintain the right keyword density.
- User Engagement: App downloads, ratings, reviews, and retention rates impact the app store rankings.
- App Quality: App’ functionality, usability, and design aesthetics also influence user experience. So pay attention to it as well.
ASO Testing and Measurement: How to Test and Measure
Here’s how you can keep a close eye on your app’s performance:
- Conversion: It is the most common metric to analyse. How many people are visiting your app’s listing, and how many are then going on to download your app helps know the conversation rate.
- Keyword rankings: It helps keep a close track of how competitors rank against your app by monitoring keyword positions for your app – and for theirs.
- Visibility Score: It holistically tells how your app falls within top charts, categories, and related apps.
- Net Promoter Score: It is a simple one-question survey that asks customers how likely they recommend your app on a scale of 0-10.
- Install velocity: Check your app’s increase in installs over some time to show the speed of your growth. Is it slowing or increasing?
- User feedback: Your rating summary, volume and recency of ratings and reviews, tell a lot about the app’s performance.
Conclusion
App store optimization is a continuous process and to reap the rewards of ASO optimization, one must invest time and effort. No matter how big or small your business is, app store optimization is crucial for long-term app success. By ASO, businesses can have a consistent channel driving traffic to your app. Being found is one of the most difficult challenges for mobile apps, but with an expert app store optimization company in Delhi, one can solve this problem easily.
Remember, ASO is not a one-time task, but rather a continuous optimization, learning, and iteration process.
