Instead of focusing on App Store Optimization, enterprises focus more on SEO to scale their product. What they do not understand is that they need to refine their approach to make their product visible & successful.
Knowing App Store Optimization (ASO)
Name it App Store Marketing or Mobile App SEO, ASO is focused on improving the rank of mobile apps within the app store. However, the goal of every business revolves around more and more downloads of the mobile app developed. Other than that, businesses also look onto -
Increased brand exposure
Positive app reviews & ratings
Audience engagement
Additional marketing channel diversification
You are aware of the fact that app store users and app downloads are increasing at an exponential rate. As per Statista, 270 billion apps were anticipated to be downloaded in 2017, which is a substantial increase from 224.8 billion apps back in 2016.
There are a few differences between the SEO and ASO that needs to be clarified so that you cover all the aspects for optimization after mobile app development. App Store Optimization is a closed site search engine as compared to the web. Thus ASO relies on readable and easy content discovery, indexation, and most importantly, app ranking algorithms.
Like SEO is an ongoing process, ASO is meant to optimize the app for enhancing visibility and constant evolution. With consistent tracking and measuring performance as well as results, your app can protrude in the App Store and Play Store.
How to Optimize your App Organically
The ASO and SEO techniques go hand in hand, whether to rank a website or the app. So, it can be said that the traditional search engine optimization tactics used for SEO gains can also be directly applied to App Store Optimization. Thus you will have to focus on,
App name, title, and URL optimization
Keyword research
Generate & handle app ratings & review
Deep linking
Indexing app on Google's SERP
CTR optimization
Certainly, all these aspects do play an important role, but that doesn't mean that you overlook the role of the website for driving traffic directly to your app downloads section.
Your website is the driving force behind people referring to your app. It is the key to leading people from seeking information from the website to buying/downloading apps.
The content level varies from website to app. The app store has limited space to add engaging content. The extensive the greater value, wider traffic, and more download of your app. Thus, you can leverage the website content to spread app awareness and discovery to build external app authority & visibility.
With a myriad of app optimization areas available in-app store, you can focus on updates, refinement, and ongoing optimization as well. So, let's understand the App Instore tactics deeply.
Core Optimization Features
As aforementioned the SEO tactics for ASO, you will need to focus on and improve these attributes for encouraging downloads.
Name, Subtitle & URL
They are the core areas to focus & value your keyword and user search behavior. The app name must explain its key feature as well as reinforce the value that also simultaneously differentiates from others & perceive value signals.
Keyword Fields
Conventional SEO tactics for keyword research must be optimized for enhanced results. You have to keep pace with the changing user queries in order to add the most relevant keywords and updating them with time to get it right.
Reviews & Ratings
The most influential factor for a user to download the app. This is also the core trust aspect as the user always checks on the number of positive feedback another user has given. Thus it is imperative to have a framework that can generate regular reviews, engage with them and reply to them.
Downloads
The more download, the more popularity, profit, better reviews, demand, and user value. Increasing the volume of downloads also means higher perceived and increased prominence associated with the app in the app store's organic ranking.
Updates
Just like the website needs time to time updates, your app needs updates on regular intervals to perform successfully. Only the apps that receive regular updates, such as technology updates, feature additions, and improvements, are listed in the top-performing apps. Updating apps on regular intervals can add relevance to your product for your audience. Also, the App Store and Google Play Store take regular updates that serve as a ranking algorithm.
Other Factors
Quality
There are many mobile app trends in 2020 that should be focused on. Apart from regular updates. Since Google and Apple have become more selective for publishing the apps on their respective stores, you must focus on the quality of your app. Buggy and scammy apps are also subject to removal from the app store.
Presentation
Presenting your app on the app store product page has a big impact on the conversion rate value. Product Page CRO is an on-going process, thus needs constant focus for your app to rank and generate downloads.
Screenshots
To positively impact your impressions compared to clicks is through adding clear and bright screenshots and thumbnail images. Adding pictures of your app can considerably increase click-through rates too.
A/B Testing
Testing variedly is the critical area for getting every single bit of value from the available optimization areas within your app. Hypothesis or A/B testing helps in improving metrics associated with the fields such as CTR, CRO, and others.
Spotlight Search
You can consider the fun feature of Apple's, which is Spotlight Search. Users get a picture of the apps they have downloaded. With this feature, you can also check the app's engagement level.
AI-Powered Keyword Research
Searching for potential keywords is an extremely tedious task, thus you need a tool that can give you effective App Store Optimization. App Radar is an AI-powered tool that can easily provide tailored keyword suggestions and also saves a lot of time that manual app keyword search would take.
In the Nutshell -
App Optimization after mobile app development is overlooked by many organizations. It must not be forgotten that like the SEO for websites, ASO for apps are equally essential, when you have a product. Thus downloads and ranking of the app highly depend on factors like quality, keywords, reviews & ratings, screenshots, and many others to increase brand exposure and audience engagement which must be looked into.
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