App store optimization (ASO) is similar to search engine optimization which is applied for increasing the visibility of websites in top search engine results. ASO is applied to improve the visibility of an app in an app store as well as search engines. The better an app has ASO, the more it has organic downloads. Ultimately, more downloads generate more revenue. So, it’s simple to understand why ASO plays an important role in the success of an app, but ASO isn’t simple at all.
Why Does App Store Optimization matter?
It’s not easy for a new app to make its place and get ranked on searches in an app store without App Store Optimization. The reason is simple to understand—app stores of both the leading platforms, the App Store and Google Play, together have more than 4.1 million apps.
The key goal that App Store Optimization fulfills is to increase the number of downloads. Increasing number of downloads, simply means that the number of users is also increasing. And more users for an app means more revenue generation, as already mentioned above. But users will download apps only when they will be able to find them, organically.
How do users find and download mobile apps?
Majority of apps on app stores like the Apple App Store and Google Play Store are discovered through manual searches. Users look for specific apps in a store; for instance, Google Play Store gets 53% of all downloads triggered by the organic search while Apple App Store gets 47% all iOS-app downloads triggered by the organic search. The trend clearly shows that the search is the common method of discovering apps on app stores. This is what we say the organic search.
So, how do these apps show up in results?
This is where App Store Optimization benefits an app. Before discussing the App Store Optimization Strategy to watch out in 2019, let’s have a quick look at its key benefits:
• Improving an app’s visibility and optimizing it to stand out of the crowd.
• Treating it on its page to be always discovered by relevant users.
• Increasing the number of organic downloads.
• Cutting down users acquisition costs
• Boosting up revenue generation and conversion rates.
• Finally, growing user base globally.
Now, we will learn about the key App Optimization strategies which have to be watched out this year:
1. Form a clear ASO strategy
A very first step is that you form a clear ASO strategy. It will help you understand your customers deeply, particularly for the purpose of preparing your app information. Forming this strategy will take a lot of research about the market your app belongs to. You will require learning everything about your audience; from age to gender, to location, to ethnicity, to income, to qualification, etc. This research will highlight detailed insights of individual audience groups.
2. Choose a right name / title for your app
This is what a user sees first. It’s important you choose the name for your app smartly. Keep it relevant to the app, easily understandable, and unique. Make it as appealing as possible so that users can easily remember it. You can come out with a creative combination of words to provide the app with higher recognition value.
When titling the app, do remember that Google Play limits it to 30 characters and Apple to 40 characters only.
3. Perform a thorough keyword research
What contributes most to rank an app in an app store is a keyword. App users apply keywords and key-phrases to find a suitable app. It’s quite similar to using a search engine to find relevant information. Your keywords will be what you input in the search box to get the result.
You have to discover keyword-sets with keeping following factors in your mind:
• Key features of the app
• Synonyms describing the name
• Keywords or key-phrases similar apps showed up by
• Names of similar apps
• App category
• The keyword or key-phrases used by users to discover the category
When performing the keyword research, whether manually or by using a tool, do remember the above mentioned factors.
4. Using AI to perform the keyword research
In 2019, you can take the app keyword research to the next level by using AI. The technology can simplify the tedious task of researching keywords. App Rader is one such platform that uses the AI technology to provide a set of keyword suggestions based on an app’s information. This saves huge time and does not leave you to guess every possible combination of keywords. You can look for this sort of tools to perform the keyword research.
5. Write your App Description
The app description is what carries all the keywords in a meaning full manner. Technically, it’s an essential part of an app’s metadata. The description provides information on what an app is about and an overview of its key features. It’s important for both; a user who will read and learn about an app before downloading it and for an app store algorithm that will read it and rank it in search results.
The app description plays in important role when it comes getting ranks for an app in Google Play. The description is created by incorporating keywords and phrases into sentences that naturally make a sense. Dot no stuff an app’s description with lots of keywords and wait for any magic to happen. This will not deliver you anything excepting lower ranks.
The description of an app on Apple’s App Store depends less on keywords; however, it is still a great way to convince the possible users to download your app.
Both stores have a limitation of 4000 characters which means you have to write short, simple, and concise to tell the whole story.
6. Getting the right App Icon by A/B TESTING?
With the title, the app icon is the second most important thing that catches the attention of users. When designing an app icon, think what your app is all about and, how a visual element like icon conveys a message. It means that if your app is a gaming app, the icon should clearly reflect that.
You can go with the AB testing method and create different icon-variations and then see which icon gets the most clicks.
7. Prepare App Screenshots & Videos
Screenshots and videos are as important as the app description itself. In fact, users do not bother themselves to read an app’s description, but they simply observe the app just via its screenshots and videos, instead.
They are one the most convincing factors. They increase the chances of an app being downloaded by users who have landed on a page because of your excellent ASO implementations.
8. App Listing and Localization
Your users can be non-English speaker too, can’t they? This is for you have to localize your app. The localization improves your app store visibility and extends your target audience coverage.
Localizing your app isn’t difficult now. You can use your existing keywords and screenshots, and localize them into other targeted languages.
9. App Ratings & Reviews
Increasing the number of reviews and ratings also increases your app’s ranking. You have to work out to keep increasing reviews and ratings. You can encourage users to review and rate your app after they browse some pages and complete a task and in case of a gaming app, after each game play. But you don’t have to make it compulsory for users to review/rate the app because it can bring a penalty.
10. Implement reviews’ suggestions
Not all users will leave positive reviews. Few of them will write the negative. But do not get your app to be affected by them. You start implanting suggestions in negative reviews, instead. Once it’s done, you can request users to have a look at the app and make the review positive.
Of course, it isn’t directly related to ASO, but when you do this, all your efforts put in ASO will start delivering more results.
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