App Store Optimization
With over 2 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. If you’re in the mobile app space, it’s important to understand the various methods for marketing your app. We’d like to share with you one very important technique that continues to be overlooked by most – app store optimization (ASO).
So, what is ASO?
ASO is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app’s page in the app store.
The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can take a specific action: downloading your app.
Also, the ASO process requires a crucial understanding of your target customer base, including the keywords your potential customers are using to find apps similar to yours. When you learn more about which keywords are being used, you will have a better understanding of the language of your potential customers – a crucial piece of any marketing plan – and you can home in on your keyword choices.
Why is ASO important?
According to Forrester, 63% of apps are discovered through app store searches. This makes search, in the app store, the most used method for discovering and downloading new apps. Recently, at Google I/O, Ankit Jain reported that “For the average app, search actually makes up the vast majority of installs.” Simply put, this means that:
If you’re not using ASO to increase your app’s search ranking, you’re missing out on the largest discovery channel available to your app.
With hundreds of thousands of apps in each app store vying to rank above one another, the amazing reality is that the majority of publishers are not investing in app store optimization. So here’s our gift to you: ASO is your secret weapon. Spend time every week improving your ASO, and you will meaningfully impact your app’s ranking and overall success.
What are the mechanics of ASO?
Let’s start by breaking down the various components that can affect your ASO:
Optimizing The App Store Page: When submitting to app stores, the descriptive content submitted with the app is very important for your app’s success, as shown below.
Title: This determines the URL and title tag of the webpage the app is hosted on. Choose a title that features the brand and the app’s function. This way, your app can be found by the brand name as well as its purpose (when users don’t know the brand).
Category: Category selection is important as it can provide easy findability in the SERPs. If an app fits into several categories, choose the one closest to the app’s purpose and one that has fewer competitors.
Keyword Field: This field influences the search results and should be descriptive without keyword stuffing or unrelated keywords, which can get your app rejected from app stores. Use descriptive keywords that are relevant to the app purpose.
Description: As with traditional SEO for websites, the app description should be written for the target audience and optimized with relevant keywords.
Links: Linking the app store page to the official app page on your site and reciprocating that link from the website back to the app store page will assure users they found the official brand app rather than an imposter.