The App Store Optimization Guide: Boost Your App Visibility & Ranking
What is App Store Optimization (ASO)? App store optimization (ASO) is the process of improving an app’s visibility, reach, and conversion rates in app stores by adding relevant keywords, attractive visuals, and appealing descriptions. Similar to SEO, the ASO strategy focuses on improving the app’s visibility so that it’s easily discoverable by the target users. There are several factors like subtitles, metadata, description, images, keywords, reviews, ratings, and downloads that affect your app’s ranking on the store. ASO is often referred to as app store search optimization because its core purpose is to make your app search-friendly on the app stores. The goal is to retain existing users, offer them upgrades and attract new users to eventually build a large loyal user base. In simple words think of ASO like SEO but for your mobile app and not your website. The primary goal of the ASO strategy is to boost the download rate. However, you do get bonus secondary goals like: Google Play and Apple Store are the top stores which you can target for optimization. However, you can also do app store search optimization on other app stores, like the Amazon App store, the Samsung Galaxy Store, and the Huawei AppGallery. Why App Store Optimization is important? “Google says that 40% of the apps are discovered through searches on its Google Play Store.” So you might be doing perfect SEO for your website. But if you have failed to optimize your app store, you might be missing out on the users who will actually download and install your mobile application. What businesses fail to understand about ASO is the users’ mindset. It is very likely that a user will search for an app on Google. In 90% of the cases, the app user will explore the Google Play Store or Apple Store for the app. Sometimes, users also fall in love with apps that they find on the recommendation list on the app store and download them on a hunch. Another survey indicates that 82% of the users find new apps on the app store or its recommendation list. But there are 3.3 million apps on Google Play Store and over 1.1 million on App App Store. How can you outrank them? ASO techniques, like including keywords your users might find your app for, boost your app’s visibility on the stores. So, don’t rely on the mercy of the app stores and take your app’s ranking into your own hands. ASO for Google Play vs. App Store Google Play Store and Apple’s App Store may be similar from a user’s point of view. But from a business owner’s perspective, both are quite different. The similarities are: But the best thing about the App Store is that it offers keyword fields and subtitle sections. This makes it easier for you to add multiple keywords to your app, which increases the chances of its discovery and high ranking. Google Play doesn’t have any such fields. But the store does have a description section where you can describe the features and utility of your app. The point to note here is that whatever features the app stores offer, you need to use them to their full potential to increase your app’s visibility. Apple App Store Ranking Factors Have a look at the factors that can help you optimize your app store. Google Play Store Ranking Factors Consider these factors while doing ASO on the Google Play Store. 4 App Store Optimization (ASO) Strategies to Boost Your App Store Ranking Here are the top 4 factors that affect your ASO strategy more than anything else. App Title The title is the first thing that attracts a user to your app. So, be wise with your app name/title. You may not know but once your app starts to gain recognition, people talk about it. People recognize your app by its title/name. If you change that, other users who came looking for your app by trusting their friend’s feedback won’t find it. So, you will risk losing existing and new users by frequently changing your app name/title. Tip: Take your time. Think of a creative app title or name that shows your credibility, includes keywords, and tells about the services you offer. App Description App descriptions are not for the app store. But for your users.App stores don’t give much importance to descriptions. However, users do read about the app before downloading it. This app store search optimization factor is solely to impress users. Tip: Our tip is to give some time to write your app description. Once done, share it with your friends and colleagues for feedback. App Subtitle App subtitles are the lines that you see just below the app’s title/name. Similar to app titles, subtitle is an important part of app store keyword optimization. This is another section where you can use your keywords and show what your app is all about. For example, Canva says it’s all about graphic design and logo. Similarly, LinkedIn smartly showcases it for networking and jobs. Tip: Use title and subtitle to include all your main keywords. App Reviews & Ratings Reviews and ratings are social proofs of your credibility and build trust in new users. Who would you trust – an app with 10 reviews or an app with at least 1000 reviews? We all know the answer. The app title and keywords may attract the user. But it is the reviews that will push them to download your app. Ratings are more important than reviews as you can see ratings on the side of the app title. Users always tend to trust and download apps with higher ratings. So the best ASO strategy is to get ratings from your customers within 72 hours of them using the app. Plus, solicit the ratings within your app functions. This makes it easier for users to rate your app in 1-2 clicks without toggling between the app and the app store. How To Do ASO Keyword Research? Similar to
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