App store optimization is the process of optimizing an application or game to maximize its visibility in app stores (like Google Play, iTunes, and Windows Store). It’s a great way to improve the conversion rate to increase the volume of organic downloads. Also, the supplemental goals can include:
- Additional brand exposure
- Spend less money on paid downloads
- Get audience engagement
- Get reviews and ratings
- Marketing channel diversification
The Mechanism Behind App Store Optimization – How does it work?
There are a few known factors that have a positive influence on the optimization of an app for iOS & Android. Major Factors to pay attention to include:
On metadata Factor:
Are those elements of the apps that can be modified within the app store (Google Play, iTunes, and Windows Store) in order to improve the ranking of app store keywords. That will help to make more visibility during search and a good conversion rate to download. Under on metadata factors, the focus elements are:
- Keyword research
- App Title
- Short Description
- Icon, screenshots, and videos.
- App reviews and ratings
Are those external facts that are not fully under the control of the developer. The elements that are not 100% under our control are:
- volume and speed of installs,
- ratings + reviews
- user engagement
Implementing ASO for Your App Store
1. Keyword Research/Market Research
Choosing the right keywords is one of the most important factors for success in the app store search field. Similar to SEO, you should target keywords with high relevance, a good number of audiences, and low difficulty.
Keyword strategies vary for each app. For a new app, it’s better to use mid and long-tail low competitive keywords to gradually upgrade them with some more traffic and competition. In order to serve worldwide, then make sure it is optimized for all languages.
2. App Title
Your title is your first impression, it will draw the user to your app. Optimizing your title with proper keyword placement is very important.
Whenever you implement your title you need to focus on character limit, keyword stuffing. Users keep themselves away from shady-looking apps. So, these issues should keep in your head when you are making a title for your app.
In this section, you need to focus on the features and benefits of the app. You will have a limited space of 252 characters to expose your apps. So, use this pitch carefully to convince your audience.
The URL of your apps can play a strong ranking factor for search. You should implement some keywords there of optimizing properly. You need to very careful before publishing because you can’t change the URL once it is published.
5. Short Description
An additional short description of the application on the app store has an impact on search and conversion rate. You need to keep it within 80 characters which include some of your main keywords. Also, try to keep it clear and straight forward which delivers the message about its value.
Whenever writing the description use the full space provided for a long description. Describe the virtues and benefits of your app. Cleverly implement all of your long and mid-tail keywords. Use convertible call-to-action, containing a sense of urgency. To make you authentic mention your user communities and social media profiles.
The very first visual element that the audience sees on the search result page is Icon. Therefore, an icon plays a direct impact on your CTR and conversion rate. Your icon has the power to decide your user to whether take a look and install it or not. It is of the major on-metadata factor which is responsible for conversion.
For publishing icon, you need a high-resolution image with a dimension of 512px by 512px (Maximum file size: 1024kb)
You can also add videos and screenshots to make your apps more eye-catchy. Your video views from play-store count as YouTube views, which will keep you ahead in web search results. In the case of screenshots try to showcase your best features.
8. App Reviews and Ratings
Reviews and ratings from other customers are very important, especially those who are new to an app brand. Apps with good reviews and ratings have a higher possibility of getting more downloads. The lower the rating, the fewer the consumers willing to download it. Quality matters!
Another important issue is to facing negative reviews, don’t be shy! Customer feedback is too much valuable. A bad user experience happened due to an error or glitch, where improvement and correction are needed. So, don’t forget to thanks your user for their reviews.
One of the biggest marketing mistakes, however, when it comes to integrating SEO and ASO. Your website should have the driving force to refer the visitors directly to your store page or app downloads section. As content levels are limited within the app stores, so you can use your web content to increase app awareness.
Your app store page is a great scope for optimization. Don’t miss any of the elements, there is always room for optimization.
Like SEO, ASO is a continuous process that needs constant monetization and periodic updates. Its takes both time and effort. Results, a consistent channel that drives traffic to your app store.