App store optimization (ASO) is the process of optimizing mobile apps to maximize its visibility, and rank higher in the search results of an app store.
The overall objective is to drive traffic to your app’s page so that searchers can download your app.
Just like SEO, ASO has on-metadata and off-metadata factors.
On-metadata factors – such as the app title or description – are under the control of the publisher.
Off-metadata factors- can’t be controlled, but may be influenced by a developer. Examples of these include user reviews and ratings, as well as download volume.
With app store searches being the most widely used method to discover and download apps – a Forrester report indicates that 63 percent of apps are discovered through app store searches – startups and businesses are neglecting an important channel if they aren’t implementing ASO tactics to boost their app ranking.
At Pitechnologies we are constantly seeking to boost the app marketing strategies of mobile startups we work with. I’ve put together a list of tried-and-test ASO tips which I hope you will find useful:
1.Market research: This is the jumping-off point for developing an effective ASO strategy. There are two areas to focus on: getting a clear picture of the competitive landscape, and knowing your users inside out.
2.Keyword optimization: Focus on writing for your users, and avoid keyword stuffing. You are targeted, or ideal set of keywords isn’t likely to be the set that you start off with, so take a graduated approach towards more competitive keywords over time.
3.Ratings and reviews: Reframe how you think about ratings and reviews. Ask yourself: “How can I make my customers’ lives better by asking them to rate my app?”
4.App updates: With a recommended update frequency of between 30 to 40 days, updating your app is an ongoing process that requires repeated testing and experimentation. Follow up with communicating the updates to your users, and employ strategies that encourage them to download the updated app.
5.Localization: To get localization right, make sure you identify areas of opportunity, assess your competitive landscape and pay attention to the visuals.
6.A/B testing: Mapping out your funnel in detail is a great way to get clear on the elements you need to prioritize for your A/B testing strategy. Keep in mind that A/B testing isn’t a one-time measure, but a continual process where you optimize as you go along.
7.App indexing: To get your app indexed, optimize your content for app-related keywords and focus on the nouns.