A common way that is used to search and download an app is through a simple search on the app stores' search bar. This way has been found to drive a total of 67% new mobile app downloads. But this cannot happen on its own. To make sure that potential users can see your app, you need to exert time and energy on app store optimization or ASO.
Getting apps in front of potential users is a common problem that mobile app developers and marketers face. With over two million apps available on the Apple App Store and Google Play, it is important to optimize your page to the highest standards. Or else, you get no chance of getting noticed by your target audience.
What is App Store Optimization?
You must be aware of how the app store works. The user types a keyword or key phrase in the app store search bar, and relevant results appear. The user generally does not read and go through each app that appears in the search results. They typically download the ones that are at the top. This is what app store optimization is about.
With an app store optimization strategy, you can make your app more discoverable by your target audience and increasing the number of downloads for your app. in short, App store optimization targets the following three areas.
1. It gets your app rank higher in the app store search results.
2. It makes your app more discoverable.
3. It increases the number of downloads and conversions.
How to Improve App Store Optimization for your app?
You can work on several ways to have a positive impact on the optimization for your app. the following things contribute to improving app store optimization.
· Use of keywords
· App Name
· App Icon
· App Description
· User Ratings and Reviews
The keyword is the most important step to getting discovered by the right users. This requires a lot of research and continuous re-adjustments to be effective in ASO. Apple allows you to add up to 100 characters in their keyword field to fill with as many relevant keywords as you can. This field, along with your app name and subtitle, are the three main text elements that impact how you rank.
With Apple, your app description doesn't directly affect your rank, but that doesn't mean it isn't important. A good description persuades your visitors to convert into users. Make sure you put the most important information in the first three lines. This is the part that users can see without the need to tap to read more.
On the other hand, for android, it is a bit different. Unlike Apple, Google Play doesn't have a keyword field. So, the app description, along with the app title, are the main factors that impact your mobile app ranking. So, you are required to carefully work on keywords in these areas. However, avoid keyword stuffing as excessive use of keywords when sentences do not make sense will be noticed by the app stores. This makes a negative impact on your app optimization. As a result, your ASO will suffer.
Also, you can monitor what is working positively for your competitors and use tools like Google's Keyword Planner and Ahref to find the best keywords for your app. Words with higher search volumes but lower competition are the best keywords for your app. They will help you to achieve the initial momentum.
Your app name should be easy to understand, unique, and capable of communicating your app's main purpose. You can also use the strongest keyword in the title too, as this helps rank your app, on average, 10.3% higher than the apps that go without it.
When someone is browsing on the app store, one of the first things that are going to catch their attention is the app icon. A well-designed logo has been found to increase app downloads to a great extent. Make it simple and recognizable. It would be an added benefit if the app's logo can give users an idea of what your app is about.
Screenshot & Videos:
Similar to the app's logo, videos and screenshots do not directly affect app ranking, but they play an important role in app store optimization. They increase click-through and conversion rates. So, when it comes to ASO, these areas should not be overlooked. After the logo, screenshot and videos are visible in the search result and act as the second visual element. They should be selected/designed well to capture the attention of potential users.
These are some of the most important components of app store optimization. They help rank your app better and make it successful. Make sure you take care of all those points to help your app thrive in a highly competitive market.