App Store Optimization

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With the help of App Store Optimization (ASO) – also called App Store Optimization – you can improve the ranking of apps in app stores.

Definition

Since there are more than six million mobile apps in the major app stores, it’s extremely difficult to make your app stand out. In order to make your app visible to as many users as possible, it is important that you understand and also take to heart the principle of App Store Optimization. If apps are easier to find, downloads and positive ratings increase at the same time. The good ranking also increases the recognition value of your brand.

Why is App Store Optimization important?

Searching the App Store is the most common way to find and download new and popular apps: According to Google, 40 percent of all apps are found by searching the App Store.

Accordingly, you’re missing out on the best opportunities if you don’t rely on ASO to improve your app’s search ranking. There are countless apps in every app store and most publishers don’t invest in app store optimization. So App Store Optimization is your secret weapon that you should improve on a weekly basis to make a significant impact on the ranking as well as the overall success of your app.

How App Store Optimization Works

The app stores give you plenty of options for optimization. With the so-called App-SEO you can use an effective and natural method to make your app easier to find.

However, before you get started, you can and should ask yourself a few important questions and clarify them:

  • What language does your target group speak?
  • Who uses your app and what do they hope to get out of it?
  • What are the differences between your app and competing apps?
  • What terms is your target audience looking for?

The answers to these questions will help you target App Store Optimization to the users you want.

Above all, the following aspects are essential:

Find relevant keywords

In the Google Play Store, include keywords in the app title, description, and URL. The Apple App Store even offers a keyword field with space for 100 characters. The more general the keyword you choose, the higher the competition, the harder it is for users to find your app. Therefore, if possible, use specific search terms to stand out from the crowd more easily. A mix of general and more specific keywords is also a good idea.

Cracking title awarded

Ideally, the title for your app should be short, snappy and meaningful – all within 50 characters. At best, the title should be the same as the name displayed in the launchpad, with the main keyword at the beginning if possible.

Think about possible questions that the users ask themselves: What information is actually important? What are they looking for? What problems should the app solve for them?

Select appropriate category

You need to assign each app to a category: In the App Store there are 24 categories, in the Play Store 33plus a games category and a family category, both of which provide several subcategories. When choosing, it helps to put yourself in the user’s shoes so you can understand where and how they would be most likely to search.

Because many users don’t open the full description, the first words are essential: from the beginning, it should be clear what your app can do and what it helps users with. So get to the point quickly, focus on your keywords and avoid meaningless filler words. Details, notes on updates as well as new functions can be listed afterwards. The text should be clear and include a call-to-action.

icon with recognition factor

While the icon doesn’t directly affect your App Store ranking, it is the first thing users will see of your app. Therefore, it should be unique, meaningful and appealing. Keep the design simple and follow the sizes determined for each app store.

Appealing screenshots and videos

Screenshots also don’t have a direct impact on rankings, but can give nice insights into your app and possibly drive more downloads. Use high-quality images that emphasize the key benefits of your app. Short videos have a similar effect and can pique the interest of users.

App Store Optimization (ASO) and SEO

The basics of classic search engine optimization (SEO) will help you with App Store Optimization, as SEO and ASO share numerous intersections and thus go hand in hand.

Since app stores are basically search engines too, they largely base their app searches on similar ranking factors. Just like search engines, app stores also pay attention to how fresh and high quality the content offered is. In addition, impressions, downloads as well as ratings play a role in filtering.

You can also do keyword research for ASO and improve app title and URL. App Store Optimization, just like SEO, is a process that is continually evolving. If you implement a good ASO strategy properly, you’ll have the best chance of achieving optimal reach in the app stores.

Conclusion

App Store Optimization (ASO) allows you to improve the ranking of your app(s). Just like SEO, ASO is a process that you need to keep a long-term eye on and constantly optimize. To reap the rewards of ASO, you’ll need to invest plenty of time and effort – then your app will be found and downloaded

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