What Is App Store Optimization? A Complete Guide to ASO

Mobile app development certainly seems to have a challenge with over 2million mobile applications available. In comparison to the app stores, the Google Play Store witnessed around 6140 applications being published between 2016 and 2018. These mobile applications, as predicted by developers, managed to garner initial attention with about 60% of them holding strong user traffic during their initial days. Only 23% of publishing developers, however, did figure out the adequate marketing strategies allowing them to sustain the declining download figures post-week-long mark. With the figures mentioned, it can be analyzed that 77% of application developers lack basic advertising skills. Strategic marketing tactics or trying to understand the return of investment are almost zero across developer firms. Applying App Store Optimization, the process of literally adding SEO techniques for apps was essential and remains one of the few devising measures to stop quick-blind download drops developers suffered. Doming in this field with focus brings, sure, certain levels of grace that Google, or any selected apps store for that matter, sets for merits.

What is App Store Optimization (ASO)?

• A process of improving a mobile app’s listing page to increase visibility in app stores like the Apple App Store and Google Play.
• Aims to ensure that app users can find it in the search results.
• Increases app traffic and leads to more natural downloads, resulting in more customers.
• Similar to traditional SEO tasks, high app store search ranking can help an app top the app store results.

ALSO READ: How Generative Engine Optimization (GEO) Is Changing the Future of Search?

Why is ASO Important?

• ASO enhances app discoverability and can lead to more downloads.
• It attracts relevant users by optimizing for relevant keywords.
• ASO drives unpaid traffic from searches, making it more cost-effective than ad-driven traffic.
• It builds trust and credibility by making higher-ranking apps appear more trustworthy.
• A well-optimized app page generates long-term growth.
• 63% of applications are found through app store search, making search the most used strategy for finding and downloading new mobile apps.
• Many app owners are not investing enough resources in app store SEO.
• Investing resources in ASO or hiring an optimization company can significantly improve app ranking and downloads.

How Does ASO Work?

• App stores use algorithms to determine app visibility in search results and store.
• Factors considered include accurate language, ratings and reviews, downloads, visuals, update frequency, and terms used in app listings.
• App Store SEO measures include title enhancement, keyword compilation, and optimizing the page itself.
• Additional techniques include video, relevant screenshots, and informative descriptions.
• Consistent tweaking and alteration are required for effective app store SEO.
• Top app store optimization companies can help identify the right keywords and monitor store trends for an effective strategy.

Identifying the Reason for App Traffic Decline

Step #1: Look for Potential External Causes

• Consider seasonality and competitor feedback to understand if your app store SEO techniques are failing or if the season is causing the drop.
• Analyze if your app install rates have dropped.
• If not, it could be due to Google or Apple’s efforts to improve their search algorithms.

Step #2: Analyze the Keywords on which there is a Drop

• Look for the keywords (branded or non-branded) most affected by the drop in traffic.
• If a drop in branded keywords, it could indicate insufficient marketing efforts, competition, or lack of user experience.
• If a drop in non-branded keywords, it could indicate insufficient app store search optimization efforts, negative user reviews, or a lack of competitor optimization.

Step #3: Understand App User Engagement Statistics

• Understand how user engagement impacts your app’s ranking.
• Google and Apple provide data on user engagement metrics, including application crashes, ANR rates, and poor reviews.
• Investigate how engagement metrics like app rating, downloads, installs versus uninstalls, and app crashing reports have changed around the time of the drop in traffic.
• Improve these metrics to improve app store optimization.
• Answer negative reviews with questions to understand user feedback.

How to Gain Traffic Back?

Step 1: Compare Competitors’ Strategies

• Compare top competitors’ non-branded keywords and analyze their app rankings.
• Understand the length of title, description, reviews, and ratings of competitors’ apps.
• Implement and adjust your app store optimization techniques to gain traffic.

Step 2: Conduct Keyword Analysis

• Add keywords to text fields in Google Play and App Store to improve app visibility.
• Analyze how your app store SEO differs from competitors’ and make necessary changes.

Step 3: Optimize Your Store Listing

• Improve app performance and user experience by including video trailers, quality resources, and app icon.
• Run successful A/B tests to quantify the impact of changes.

Step 4: Invest in Localization

• Research shows that 72.4% of global buyers prefer to use their local language when shopping online.
• Customize your product for your audience to improve results.

How to Improve Your ASO?

• Incorporate your main keyword in the title to boost app store keyword ranking by up to 10.3%.
• Monitor your keywords and competitors’ performance regularly.
• Focus on top charts and feature your app features to improve ranking.
• Increase install volumes, both organic and inorganic, to increase visibility in top charts.
• Off-store, build a strong social media presence to gain visibility.
• Invest in video, social media, and content marketing services for off-store visibility.
• Invest in user engagement to attract high-quality users.

To Sum up,

• ASO requires significant time and effort to reap its benefits.
• It provides a reliable channel for app traffic.
• Understanding app store optimization rules can mitigate challenges.
• Drop in app traffic can lead to opportunities.
• Understanding why an app’s traffic dropped and strategies to recover is crucial.
• For more information on App Store Optimization (ASO), consult app store optimization experts.