With more than 8 million apps and games in the main app stores, it would be impossible to succeed without App Store Optimization (AKA ASO or App Store SEO) – the process of optimizing a mobile app in order to maximize its visibility in the Apple App Store and Google Play Store, boost traffic to listing and improve conversion rate to generate the maximum volume of downloads. App Store Optimization is a never ending process that consists of three key steps:
If you are wondering why you should go for ASO, mind the following advantages:
App Store Optimization is affected by two main types of factors:
On-metadata factors -the ones that fall under the direct control of a developer and can be easily modified form Google Play Console or App Store Connect. On-metadata factors include: App Name / Title, Subtitle, Keywords Field & Promotional Text (App Store only), Short & Long Description, URL / Package (Google Play only), Icon, Screenshots, Feature Graphic (Google Play only), Video and App Size.
Off-metadata factors – the ones that cannot be controlled, but can be influenced by developers in order to improve them. Off-metadata factors include: volume & velocity of installs, volume of ratings and reviews and the average rating.
To learn more about the App Store Optimization factors and the effect they have on Search Rankings and Conversion Rate, take a look at the ASO Factors Expert Survey, based on the expertise and experience of 60+ mobile app marketing professionals.
As we just mentioned, App Store Optimization is an ongoing process that consists of three different steps. Let’s dive right in and see how to start out with your ASO strategy and rock it!
Keyword Research is the first essential step in ASO – in order to get visibility, you need to target the right keywords for your project. Start by brainstorming the initial list of keywords – think about the value that your app brings and its main functionalities. What problem does it solve for your target audience?
As the next step, carry out a market research. Who are your main competitors? What category do they belong to? What keywords are they ranking for? At this point you will need the help of an ASO tool like TheTool.
In order to carry out a deep and optimal keyword research take into account these tips: