There seems to be a digital marketing acronym for just about everything, the newest one being App Store Optimization (ASO).
If your business has an app on the market or is thinking about creating one, grab yourself a pen, some paper, and a coffee, as in this article I’ll teach you the basics of App Store Optimization.
What is App Store Optimization?
App Store Optimization is the process of boosting your app’s visibility on app stores using specific digital marketing techniques.
Just like SEO helps your business rank in Google, ASO helps your apps rank in various app stores.
Here are four App Store Optimization tips to get you more downloads.
1. Insert a keyword in the title
A recent study by TUNE found that apps that contained a keyword in their title on average placed 10.3% higher than apps that didn’t use a keyword.
Don’t stuff too many keywords into your app name as it will come off as spammy, and will negatively impact your search positions if you’re found to be keyword stuffing.
Most app stores allow you to use up to 255 characters for your title. Use keywords most appropriate to describe your app and brand.
Pro tip: App titles are truncated after the 23rd character. Ensure your keyword is placed at the beginning for best ASO practices.
2. Optimize for the right store
The two biggest app stores are Google Play and The App Store.
Both require different ASO methods to increase your app’s visibility.
The App Store – You get a 100-character keyword field on The App Store. The App Store uses the keywords you selected to decide which phrases your app turns up for in the search. Spend time researching keywords most relevant to your app and use the entire allocation of characters.
Google Play – Best ASO practices on Google Play is pretty similar to SEO. Google gives you up to 4,000 characters to describe your app. A study undertaken by Sensor Tower showed that a total of five keywords for your app description is the sweet spot for ASO on Google Play.
3. Include lots of visuals
The average attention span of a human being is now less than a goldfish – no really, it’s true.
If you’re using ASO to improve the visibility of a gaming app, the searcher is probably looking to cure boredom, and the images you use will dictate how they interact with your search listing.
Before creating your app icon, do a little research on your competitors and create something that stands out in the search.
Both stores allow you to insert images and videos. Use your best action shots and consider A/B testing different images to see which images convert the best. Avoid showing generic splash pages; focus on images that show how your app works.
4. Have a steady stream of reviews
For both The App Store and Google Play, reviews play a pivotal role in getting your app into the top spots. Many experts agree that review quality and quantity are the biggest ASO factors.
Moz found that the top 500 apps were the ones that scored the highest overall rating, and had a high volume of reviews.
Pro tip: Encourage actual users to leave reviews by inserting pop-up notifications asking them to give feedback. Writing fake or paid reviews can lead to your app being suspended on either platform as this is considered black-white ASO.
If you’re building a mobile app, then you’ll most certainly need to add App Store Optimization into your digital marketing strategy.
60% of all iOS apps fail to make the developer profit. One of the reasons for this is because they are not able to reach enough of their audience, typically because they failed to implement ASO.
Are you thinking about releasing an app but aren’t too clued up on App Store Optimization? Get in touch with us today to see how we can help.