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WHAT IS APP STORE OPTIMISATION?
App Store Optimization is the process of improving the visibility of your app within a mobile app store (the Apple App Store & Google Play). The basic principles of ASO, besides high rankings in the app store, is the focus on click-through rate (CTR).
This means you have to convince people to actually click on your app once they find it. You can do so by optimizing your App Name, Title, Logo, Screenshots and App Rating. But it doesn’t end there.
Once people click on your app and are on your App Landing Page, you have to make sure they also download it or make a purchase. This part of In-App Store Optimization is also known as Conversion Rate Optimization (CRO).
APP SEARCH OPTIMISATION
App Store Optimisation (ASO) gives your apps the best chance of ranking higher in an app store’s search results.
If you’re not using ASO to increase the visibility of your app, you’re missing out on the opportunity to drive more organic traffic to your apps page.
GET MORE DOWNLOADS WITH APP STORE OPTIMISATION
App ecosystems such as Google Play, and the iOS App store have billions of apps and get millions of downloads every day. Your App Store Optimisation (ASO) strategy needs to be data-driven to put your app in front of your target audience maximise your downloads.
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Our team of growth-driven SEO experts here at Pearl Lemon will put together a bespoke mobile app marketing strategy that is in line with the goals and visions you have for the success of your app!
OPTIMISE YOUR APP’S VISIBILITY TODAY!
It’s worth mentioning that the most common way people discover apps is via searching through app stores. The higher your app ranks in the search results, the more likely it is to be downloaded. Let’s talk about your app marketing goals!
What does ASO stand for?
ASO is short for App Store Optimization. It is not, as some people mistakenly believe, just another form of SEO. The ASO process contains some of the same elements as Search Engine Optimization but is, in fact, a completely different discipline. If you hire someone to help you with ASO for your app you’ll need to ensure that they have specific experience in the field and that they are not just an SEO practitioner ‘having a go’ at ASO because it’s ‘hot’ right now (which it is.)
What is ASO in digital marketing?
Mobile apps, whether they are designed to be placed in the Apple App Store for iOS users, or in the Google Play Store for Android users (or both) are big business and potentially big money earners for their creators. But even if an app is best ever created in its niche it won’t make a dime unless it can be found via a store search. ASO, therefore, sets out to do everything possible to help increase an app’s visibility in search and maybe even get it featured on the must coveted ‘Top’ Charts that both stores maintain.
What’s the difference between SEO and ASO?
The simplest definition of SEO is that Search Engine Optimisation is a process of increasing the visibility of a website in the search engines. The simplest definition of ASO is that it is the process of improving the visibility of an app within the App Store.
An App Store IS a search engine. Just like they do to discover content via Google, people search for and discover apps by using the app store’s search system. And so just like you can use SEO to increase a website’s visibility you can increase an app’s visibility with ASO.
But the processes are very different. Google has over 200 ranking factors. App stores have far less. In fact, the following are the most important and those that should be focussed on during an ASO campaign:
- App Title – one of the most important parts of ASO. Pick the right title using relevant, well-researched keywords.
- App Keywords – a very important field on the Apple’s App Store. It’s a little bit like the now obsolete Meta keywords tag. But this one actually has a big impact on the App Store rankings.
- App Description – this is where you can explain what your app is about and encourage people to download it.
- App Downloads – the number of app downloads seems to be one of the key factors. Popular apps rank higher.
- Backlinks – it is known that these have no impact on the ranking of your app on the Apple’s App Store. However, some people believe that backlinks can influence your ranking on Google Play. This makes perfect sense, given that Google already has a similar algorithm in place for its search engine but it is not something that Google has ever confirmed.
It’s important to note that ASO is not directly related to App PR, the process of promoting your app outside the app store, but it can often be a part of an overall promotion package.
How Important is App Store Optimisation?
There are thousands of apps in both the Apple App Store and the Google Play Store. The good news is that app fans are often more persistent searchers than the average web searcher. They will go through a number of options to find what they want and so tend to ‘scroll’ further than they might when searching the web. However, they won’t scroll forever, so your app needs to appear as close to the top as possible.
Reviews are even more important, not just for the App Store algorithms but for users too. They will be downloading your app to hardware that may have cost them (correction, probably has cost them) more than a months rent, so they want to make sure that it’s safe, bug-free and worthy of the GBs it will take up on their device.
Don’t think that generic, paid reviews will be of much help to you. App users are a very savvy bunch who are used to reading reviews and can usually spot a fake a mile off. This means that any ASO campaign has to be effective at generating real, helpful reviews to boost both your app’s appeal and its search ranking.
All of this means that ASO is VERY important. The sobering fact is that most apps don’t make much money at all because no one can find them. A good ASO campaign changes that and allows your app to stand out and shine for the brilliant utility/game it is.
Is Keyword Research a Part of ASO?
Keyword Research is a crucial part of SEO. It is also very important for anyone working on ASO. However, there is one big difference: when it comes to Google, we can access accurate data with monthly search volumes for keywords using the AdWords Keyword Planner.
But there is no way to get accurate keyword data for keywords searched on the App Store. Of course, there are some useful ASO tools available. However, none of them will give you the sort of data that SEO professionals take for granted when it comes to search engines so it calls for some serious human powered research and expertise (again, another great reason to make sure that anyone you hire to do ASO for you has done it successfully before)
By this, we mean studying competitor apps: their titles, their keywords, their descriptions, and how this seem to affect their placement in the stores. It also calls for an understanding of the way people search in general – the way their minds work – and that is something that really only experience can teach.
How Important is An App's Icon?
Very. It’s not a ‘known’ ranking factor but a memorable image will go a long way to help you stand out in app search results. You need to remember that these searches are being conducted via smaller mobile screens only though so it is essential that they are optimized specifically for mobile and that represent your app and brand accurately.
How Does App Store Optimisation Work?
App Store Optimisation 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 obvious goal is to get your app to get more downloads.
What are the Main Factors of ASO?
Title– The keyword placed in the title should be the one with the heaviest search traffic.
Keywords– To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience.
What are Secondary Factors?
Total Number of Downloads – Your number of downloads are extremely important to ASO, but you don’t have complete control over them.
Ratings/Reviews– Also important and difficult to control. However, there are ways to incentivize happy users to rate and review.
How Important is Having the Keyword in the Title?
As with all SEO, having the title contain a main keyword is critical to sales, or in this case, downloads. Apps that have a main keyword in the title often see an increase by 10.3% in ranking.
Do Ratings Matter?
Yes, Of Course!
Apps that have higher ratings rank higher in search results overall.
Should I Have App Screenshots?
If you are able to include screenshots then the answer is yes. Users like previews and being able to see beyond an app icon. A screenshot included on the page can help push a purchase/download of the app.
Should I Include the App Publisher Name?
Including the App Publisher name can be important because users can search by App Publisher name via the App Store. You can use this to include keywords tied to the type of Apps you are creating. Something to consider is publishing under several trade names of your company that fits the different types of apps you are developing.
What is ``App Category``?
App Category is where your app is placed as far as where it fits within the app store. Picking both the Primary and Secondary category for your app can lead to the success of your app. The right category will get you in front of qualified customers, while the wrong category will result in lack of exposure for your app.
What are Some of the Top Key Performance Indicators for ASO?
There is a range of factors that help determine success in the app store. These factors can include App Title, App Description, App Icon, App Publisher, App Screenshots, App Category, and App Keywords.
What is A/B Testing?
A/B testing is a form of comparing an app directly to a similar app to see what is performing the best. This can also be referred to as split testing or bucket testing.
How Often Should I Update my App?
Apps that get updated more frequently tend get more positive and more frequent reviews. Updating your app at regular intervals can bring relevance for your product to your audience. Updating also allows you to keep up with changing audience needs and competition changes with app improvement. The Apple App Store and the Google Play Store take app updates into account as part of the ranking algorithm.
How Does Apple Spotlight Search Effect ASO?
Apple’s Spotlight search helps publishers improve engagement and Google’s app indexing assists with current user engagement and gaining new users. Both should be implemented by app publishers who want to grow. When you enable Apple’s Spotlight Search you can improve app use and engagement levels because there will be more exposure to your app and it will be more frequent.
What is App Localization?
Localization can help improve your app rankings. Translating the app titles and content can take a lot of effort. It is worth the effort because both Google and Apple favor localized apps while ranking them. It is especially beneficial to localize for non-English speaking countries as you will get a clear advantage by translating into local languages. Localization also helps as several regional Apple Stores index in multiple languages, so localization provides you with more keywords.
Does App Size Matter?
Yes, App Size does matter. A very large app size is a deterrent to app downloads as users find it difficult to download such apps using their mobile data. A smaller app is easier it is to download and is more likely to be downloaded.