What Is App Store Optimization?

The two most popular app stores for mobile, the Apple App Store and Google Play Store, use an algorithm to decide which apps are shown on each page of the search results. When you search for a specific word, apps that match that description appear, but the order in which they do so is decided by this algorithm.

If you’re an app creator, this means that unfortunately, you might sometimes find your app struggling to fend off the competition, especially if you have launched into a saturated market like the gaming, business or education categories.

Fortunately, there is a way to improve your ranking.

App Store Optimization, or ASO, is the process of tweaking the keywords, description, and details of your app so that it ranks higher in the search results of an app store. This allows you to reach new customers and improve your download numbers.

Why Is ASO Important?

Without ASO, even some of the best apps fail. If users can’t see what’s available to them and aren’t actively searching for it, they won’t know where to look or what to look for. That’s why ASO is so important – it allows your target audience to be led directly to your app. Some of the key benefits include:

• Increased Visibility

Arguably the most significant benefit to optimizing your ASO strategy is the growing brand awareness that comes with implementing these changes. More users will see your brand, and even if they don’t download it immediately, they’ll be more aware of who you are and what you have to offer. This opens the door to future prospects early.  

• Higher Download Rate

Because more people will be seeing your app, an ASO strategy encourages a higher download rate – when customers see the option for something, they’re far more likely to buy it than if they had to actively search for it themselves. By promoting your app at the top of the search results, you’re taking the hard work away from the user, and making it as easy as possible for them to learn more about your app and brand.

• Prevents App Store Removal

So, you know that ASO can help boost your rankings, but did you know that without it, you run the risk of your app being removed from the store? Apps that consistently receive little to no interaction from users will be cleared by the stores to make way for more popular additions, so getting the right ASO strategy is vital to your app’s survival.

How Do You Optimize An App?

There are several different approaches that you can take when it comes to App Store Optimization, and optimizing an app effectively will depend on your business’s unique goals and targets. However, some of the most popular methods used by brands to optimize their own apps include:

• Keyword Optimization – the research and implementation of specific words or phrases based on what app store users are searching for regularly.
• Encouraging User Reviews – the more positive reviews an app has, the more likely it is to rank higher in the search results.
• Utilizing Creative Assets – assets such as photo content, videos and icons give the user a better feel for what an app has to offer, and as a result is likely to experience a higher number of impressions and interactions.
• Competitor Research – brands who continually conduct competitive analysis tend to do better on the app store, as they’re aware of what their competitors are doing and how they can provide a better product. This can also include monitoring competitors’ advertising and branding strategies to see which areas they need to cement in their customer reach.

While not all of these tactics will work for every business, implementing just a handful will be enough to make a difference to the effectiveness of your ASO strategy.

What Areas Should You Focus On?

To successfully integrate ASO with your overall app marketing strategy, there are some key areas in which you should focus your efforts – namely keyword optimization and conversion rate optimization.

Keyword Optimization  

Keyword optimization involves choosing the right keywords for your app’s metadata, including the title, description, subtitles and keyword fields. Typically, these will be what customers search for to find suitable apps, so having them as closely aligned with popular terms as possible is the best way to approach your keyword optimization strategy.

Conversion Rate Optimization

Your app’s conversion rate is the number of people who see your app in the store, and then download it. To boost your conversion, keep the visual elements of your app, such as its imagery, appealing and clear. Ideally, you should enhance your app’s aesthetic to encourage more users to click on it to find out more.

By combining both keyword and conversion rate optimization methods, you can create an overall marketing strategy that improves your download figures and leaves more users aware of your app.