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What is App Store Optimization? What are the latest trends?

What is App Store Optimization? What are the latest trends?

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Winning at App Store Optimization

Everyone involved in delivering digital content is very familiar with search engine optimization (SEO) – which involves the use of various strategies, techniques, tools & tricks to help websites rank high in the search engines. An area that’s less familiar to even the most experienced online marketer is app store optimization or ASO. It’s become the new unicorn to chase…

App store optimization, which is the ‘app equivalent’ of SEO involves optimizing an app so that it ranks highly in an app store’s search results and top charts rankings. ASO experts are in agreement that an app that ranks high in search results and top charts rankings will lead to more downloads of that app. Considering that there are well over 2 million apps out there, it’s crucial that any app you’ve worked hard to create can actually be found by downloaders who are browsing through the app store.

From a statistics standpoint, it’s been found that 64% of iOS and Android users have found apps by running organic searches in app stores. This means that luck and hope are not good enough to get your app found and especially considering the fact that thousands of new apps are being added to app stores each week. Here are some tips for winning at ASO.

Choose Keywords Carefully

When deciding what keywords to use, think about what words best describe your app. If you run into problems coming up with good keywords, find out what keywords your direct competitors are using. But instead of using the same keywords, find unique related keywords. Doing so will help you get the traffic your competitors aren’t. Once you’ve found good keywords, use them in your app title, app description and image titles.

Ask for User Reviews

Among the latest trends in ASO is the requesting of user reviews. Why? Because hundreds of positive reviews are a sure sign that an app is a success. Reviews are used by people searching for apps as they’re a good way to weed out bad apps. When you request reviews in the app description and integrate review popups in the app itself, you’re able to gain more positive reviews which will result in your app being more easily found.

Don’t go buying those reviews! The powers that be tend to hate that and it can cause negative publicity for you and your app… If your app is good, then it will gather reviews organically, which future users will trust more, anyway…

Make Your Icon Stand Out

Another technique in ASO is the development and refinement of app icon designs. The icon you use holds just as much importance as your app’s name and keywords you choose. Focus on developing an icon that’s eye-popping and which helps convey what your app is all about. Focus on keeping your icon clean and simple while still allowing your creative juices to flow.

Successful app developers have been doing ASO long before it became a buzzword. ASO is indeed a crucial piece of the mobile app marketing puzzle as getting apps discovered is on the minds of all mobile app publishers today. Just like SEO, ASO is an on-going process that must be monitored and constantly tweaked.