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App Store Optimization ( ASO) is the process of improving an app’s visibility within the stores and increasing the app’s conversion rates. The main app stores are the App Store for iOS and Google Play for Android.
In addition to the top positioning in the app store search results, ASO also takes into account the click-through rate (CTR). This means persuading people to click on app store content as soon as they find it. To make the optimizations, pay attention to the name, title, icon, screenshots, and rating of the app.
From the moment people click on the content that you have listed in the app stores, you must make sure that they also download it or make a purchase. This aspect of ASO is also known as Conversion Rate Optimization (CRO).
What is the difference between ASO and SEO?
ASO is often referred to as SEO, i.e. Search Engine Optimization (SEO) of app stores. Both processes have similarities, such as keyword optimization, inbound links (in English, “ backlinking ”) and conversion optimization.
The main differences between ASO and SEO are the ranking factors. Additionally, ASO is used for mobile apps, while SEO is used for websites.
A few key aspects of ASO are distinct from mobile SEO, which highlight where we stand in the battle for optimization. Include the following:
1. User behavior when performing searches
When a user is in an app store, their behavior is different and they expect different results than when they search through a search engine.
2. Search and App Store Trends
There is no doubt that internet search and app search trends are used to optimize results for the user. However, trends in both are often very different.
In an internet search, specifically, when a user is looking for a particular app that suits their needs, the search trend is mainly based on the app’s features.
Nowadays, we can use different tools to analyze the website. On the other hand, in the app store, trend assessment is mainly based on app rating factors, such as installation, data from the last few days, and frequency of use.
App Store Optimization Tips
1) RELEVANCE: Choose keywords relevant to your product
Your first step is to gather a large list of keywords. For this purpose, you can only consider your product and find suitable keywords for it. If you can’t find inspiration, you can also turn to tools, such as our Keyword Suggest tool, based on the stores’ auto-complete feature.
This is a very important step when launching or optimizing your app or game, so learn everything you need to know in our dedicated Keyword Research post for ASO.
2) Include relevant keywords in the app name/title
Keep in mind that these are your most important keywords. Remember that you are entitled to a maximum of 30 characters on the App Store and a maximum of 50 characters on Google Play. Look for a balance between keywords and branding.
Enter keywords and be sure to include variations of common typos and misspellings that users may enter into the search bar.
Many of these terms constitute significant search volume and maybe worth entering from iOS keyword lists (not visible to users, but considered by the algorithm).
4) Avoid using the word “free” in the title and subtitle on iOS
Best practices do not allow references to prices in the metadata. Mentioning “ free ” in your title or subtitle is reason enough for rejection, so don’t take any chances. Instead, include in this valuable space other relevant aspects of your app. Officially, Apple makes the word “ free ” available to you, however, free of charge.
5) Understand what most affects your positioning in categories
Ever wondered how you can influence your place on category charts? Well, it’s not as easy as optimizing your content listing.
Both Apple and Google calculate the top spots on their charts based on the download volume (free/paid most downloaded) or revenue volume, in dollars (highest revenue, Google only) that an app can achieve.
That is, the download speed of free apps for the “most downloaded free” chart and the number of paid app downloads on the “most downloaded paid” chart, as well as the speed at which an app adds dollars to the “highest revenue” chart. ”.
The higher the download of an app. or the speed at which it earns dollars compared to other apps in the same category or country, the app will be better compared to its competitors in the category.
Google’s Play Store graphs are calculated a little differently than Apple’s main App Store graphs.
Although the way Google’s top charts worked was based on similar logic to the App Store, allegedly in 2016, Google began to incorporate additional factors into its ranking algorithm. In February 2017 we saw Google start betting on user engagement and other game signals such as star ratings in addition to download speed.
In short: if your app is downloaded on a large scale and has happy users, you will rank higher in the category charts.
With a proper marketing strategy that focuses on ASO, AU (User Acquisition), and a quality product, your discovery naturally will in turn increase through increased exposure in key charts.
Conclusion
In principle, App Store Optimization is all app developers and administrators can do when it comes to the user interface – right in the App Store – to make it easier for the user to choose from hundreds of apps.
App Store Optimization is, therefore, an ongoing process: keywords must be tested, evaluated, and, if necessary, updated. Screenshots must be up to date and informative.
The release notes of a new version of the app are also part of this process, as they prove that the app is still being updated, and also respond to user comments.
Finally, developers not only benefit from better ranking and conversion to optimize their app for the App Store – but they also receive valuable feedback and better understand what their users are looking for.
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