All You Need To Know About App Store Optimization (ASO)
App Store Optimization (ASO) is also referred to as App Store Marketing, Mobile App SEO, App Store SEO, Play Store ASO and App Store ASO. This article includes practical insights and information that will help you to explore App Store Optimization for your app.
What is App Store Optimization?
App Store Optimization is the process which helps to improve the visibility and hence ranking of your app within a mobile app store (such as the App Store for iOS, Google Play for Android, Windows Store for Windows Phone). ASO helps people to find your app and download it.
While high rankings in the app store are of prime importance, another point of focus is also the click-through rate (CTR) i.e., the probability of people actually clicking on your app once they locate it in the Play Store or iOS Store. This can be worked on by ensuring that you have optimized your app by taking care of the on page and off page factors including the App Name, Title, Logo, Screenshots and App Rating, backlinks etc.
While having users to click on your app and getting them to your landing page is one of the first steps, eventually the goal is to ensure that they also download it or make a purchase. How can you ensure this? By making your app interactive, providing enough information to users, making sure your app has good reviews and ratings, can engage users well etc.
While the goal of ASO is mostly always app downloads, but supplemental goals can include increasing brand exposure, getting positive app reviews and ratings, engaging audiences, and additional marketing channel diversification.
Checklist for ASO:
Similar to SEO, the search engines that are considered for ASO are Google Play Store and iOS App Store. The on-page factors that are considered include App name (title), short and long description for the Play Store, and App name (title), subtitle, description and keywords for the iOS store. Off page factors include backlinks, ratings and reviews for the app and download stats. The more the downloads, the better it gets for any app.
Why is ASO important?
More than 2 million apps are available in iTunes Connect and further 3.3 million apps are offered by the Google Play Store (Source: Statista). Most evidently, people are hunting for specific apps in these leading app stores.
According to studies and research, 63% of apps are discovered through app store searches. Also, in iOS, 47% of apps are discovered through app store search while for Google Play Store, the score is 53% for downloads which are triggered by search. Clearly, app store search is the most common method for discovering new apps. A few other channels include word-of-mouth and web search as well.
Taking the above statistics into consideration, if a brand is not using ASO to increase their app’s search ranking, they are clearly missing out on the largest discovery and marketing channel available to the app and not leveraging this opportunity to improve their app visibility.
Experts are of the opinion that the ranking position of an app directly correlates with the number of downloads it has. The higher an app ranks, the more relevant it appears to users, which is why these high-ranking apps also have more downloads than others, as users usually do not bother to scroll through the other remaining search results.
To summarize, an apt ASO strategy will help your app rank better in the mobile app store search and help improve visibility of the same. Users will thus be able to discover you leading to an increase in your organic downloads.
Thus, it cannot be emphasized more on why ASO is important for your mobile app and should be given a serious consideration. Investing time in ASO can turn out to be your secret weapon that brings in long term results!
Afsha has worked in marketing for over 10 years, but switched to digital marketing six years ago. She started her digital career at SMG Convonix and most recently at IPG Mediabrands before joining us here at Bruce Clay.
She has worked with clients such as Johnson & Johnson (APAC), Edelweiss General Insurance, UAE Exchange, Nerolac, Mahindra and Croma to name a few. She is extremely passionate about all things digital and always keeps her finger on the pulse, learning new skills and keeping herself educated.
Afsha is extremely neat and is known in the office for her clean, paperless desk! If she’s not obsessively cleaning, you’ll find her on a plane, travelling to some exotic destination.