App, SEO
What is App Store Optimisation (ASO)
The mobile app industry is growing at an incredible pace. With the advent of smartphones, there is a mobile app for nearly everything, and if there is not, it will soon be developed. As the number of apps has increased, it has become increasingly difficult for app owners to attract new users. App owners may need to consider an aggressive advertising strategy, but their profitability will be affected by doing so. As a result, app owners should implement an App Store Optimization (ASO) strategy to increase their app’s visibility.
What is ASO or App Store Optimisation?
App Store Optimisation (ASO) refers to the process of optimising a mobile app store page to increase its visibility (and therefore your app visibility) and boost organic app instals. App Store Optimisation (ASO), a component of mobile app marketing and advertising, involves several actions such as creating titles and descriptions, based on keywords search that help mobile apps rank higher in search results and be more discoverable by users. It’s similar to the optimisation of websites (SEO) for search engines.
How to start your ASO strategy?
User queries and keywords research
The first step in ASO is to identify the keywords that are relevant to your app. This involves identifying queries used to find your product. To build your keywords list, you can ask yourself the following questions:
What users are typing in the search bar when they are looking for your product?
What are the problems your app is solving?
What are the keywords used by competitors and other apps in the same category?
It is necessary to categorise and rank your keywords so that you can determine the keywords you will use for optimisation purposes.
App store page content
When it comes to App Store Optimization (ASO), the importance of your content does not lie in its word count. Once you determine what keywords you want to rank for, place them in three important places: Your app name, URL and subtitle. Then comes the description. The description should include longer phrases that contain the keywords but are not solely made up of them. Most app stores allow app owners to list keywords they would like to rank for in a keyword field on their app’s page. Add the most important keywords from the list you created earlier.
App downloads
App install traffic impacts your app’s ranking in the app store. The more installs you have, the better your ranking will be. Combining ASO with other user acquisition tactics such as advertising can help achieve this goal.
It is also important to clearly convey what your product does and how it benefits the user. To draw in new users, make attractive and engaging creatives such as product videos and app screens. These should be designed to entice users to try the app. Include a detailed description of your app’s features in the product description. This should encourage potential users to download the app.
App rating and reviews
Yes, what users think of your app matters. Higher ratings can help you rise in the app store rankings.
Asking for positive customer feedback is not always easy, but you can increase the likelihood of receiving it by listening to your customers and constantly improving your product.
You can also reach out to your users via your usual email campaigns or create a specific one. You can also create in-app messages asking your users to rate and review your app while they are using it.
Monitoring and optimisation
Finally, the app should be regularly monitored to ensure it is performing well in the app store. This can be done by tracking downloads, user reviews, and other metrics. Many solutions such as data.ai can give you clear insight on how your app is performing for specific keywords and territories. These solutions also provide you insight about your competitors’ performance.
App store optimisation is a long process with many adjustments along the way. You should constantly monitor your app’s performance and user behaviour to find new opportunities.
