ASO is just like SEO (Search Engine Optimization), but only for mobile apps. If you are new in the mobile business, you need to start app store optimization and give your app more visibility.
ASO or app store optimization is becoming popular with the growth of AI, Google’s Mobile ranking factor and also with other major changes in the mobile market. ASO experts improve the ranking of mobile apps in popular stores like iTunes, Google Play and Microsoft store. The main goals of ASO are increasing the number of app downloads, app’s brand exposure, getting positive reviews and ratings for the app.
As we know, SEO is an ongoing process of optimization for websites; similar to this, an ASO is also a continuous activity which increases an app’s visibility. After building and launching a mobile app, your goal is to drive traffic.
63% of apps are discovered through app store searches. 82.8% of all apps in the iOS App Store now qualify as “Zombie Apps.” (they are invisible when searching).
App Store Optimization (ASO) is also known as App Store Marketing or Mobile App SEO. An ASO expert will improve the ranking of mobile applications (apps) in popular stores by increasing the brand exposure of the app and building positive reviews/ratings. However, the app stores are very close to the search engines, and the following factors are important for organic search ranking:
✔ Easy and descriptive content for an app
✔ Perceived app quality
✔ Freshness Brand scale
✔ User value signals (e.g., reviews, ratings, engagement)
The ASO process ranks apps in the store with a specific query/keyword and pushes the mobile app into top charts. Because the app is now at the top of the charts it is hence more likely to drive more downloads.
Marketing experts focusing on generating increased ROI from app stores are primarily targeting key performance indicators tied to increasing app visibility:
✔ Impressions
✔ Shares
✔ Review/Ratings
✔ Downloads
Just like SEO, optimizing your app’s visibility is a constantly evolving and ongoing process. When you build an app, your goal is to drive traffic. With a commitment to ASO, consistently tracking and measuring performance and results, you can stand out in the App Store and Play Store where your reach is limitless.
The following ASO factors were analyzed and rated by digital experts.
| APPLE SPECIFICATIONS | ANDROID SPECIFICATIONS |
| App Name | App Title |
| Localized Product Page | Localized Product Page |
| Ratings | Ratings |
| Subtitle | Short Description |
| User Review | User Review |
| Installs Volumes | Installs Volumes |
| Keywords Field | Description |
| Screenshots | Icon |
| Installs per Keyword | Feature Graphics |
App store optimization is not an easy process, but it can be done simply and quickly. Each of the above-mentioned factors can directly affect app ASO, so let’s explore the important ones:
✔ TITLE – The title is the first information about the app, and of course the main business keyword should be placed here. Research and select the best keywords that describe your product. Include your brand name into the title but try to include a keyword or two.
✔ KEYWORDS – To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience. It is helpful to monitor competitors in order to realize how you compare week to week.
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NOTE: title and keywords can be modified easily, you can regularly optimize them
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✔ APP LOGO – Your app icon is one of the first elements of your app that users see, so make a strong first impression.
✔ SCREENSHOTS – Screenshots are actually marketing material for the app. Unfortunately, most of the developers upload real ‘screenshots’ there.
✔ NUMBER OF DOWNLOADS – Your number of downloads are extremely important to ASO; they are one of the ranking signals for app stores. Increasing the volumes of downloads will support increased prominence within the app store organic rankings.
✔ RATINGS/REVIEWS – Ratings or reviews directly influence your app position and are also important but difficult to control. However, there are ways to incentivize happy users to rate and review.
✔ APP CATEGORY – Select the primary category that will best describe your app’s function.
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ASO takes time just like SEO. Continually test and experiment with your keywords to rank well and, therefore, drive more traffic to your download page. ASO is a day to day business when it comes to keyword rankings, so it is important to not forget about ASO. If you want to stand out from the crowd, your first goal is designing a unique product that has a clear value. Spend some time conceptualizing and developing your app and don’t rush it – do not upload your app or game to the stores if you are not 100% sure that your product is flawless. Start your ASO strategy as soon as possible and let us know if this guide helped you!
Maryam Israelyan
Shaghik Gevorgyan
Armenuhi Ivanyan