As well in the world of mobile applications, positioning is a fundamental aspect. For this reason, marketing actions with the aim of appearing among the first results of app stores are becoming more and more frequent. We call this App Store Optimization (ASO).
But what exactly is the App Store Optimization? Broadly speaking, we can define this concept as the strategy or actions taken to achieve better search results in mobile app stores, such as the Google Play Store or the Apple App Store, where many similar apps or dedicated to performing approximately the same functions abound.
The mechanics, in fact, is the same as that of web pages in search engines. The better positioned the app is, the more downloads it will get. But to achieve this goal, it is essential to know the algorithms that these platforms use to position the apps.
We must not forget either that it is precisely the number of downloads that allows an app to be monetized. The more downloads, the more benefits.
Keys to optimize an application in the App Store
For both the App Store and the Google Play Store, there are some basic rules to follow in order to achieve higher visibility and, as a result, accumulate more downloads and profits. They are the following:
- Choose a short and apt title. Experts consider that its length should not exceed 30 characters and should contain the target keyword.
- Add a subtitle, which can be somewhat longer and should provide a proper explanation of what the app offers its users.
- Design a simple, attractive and meaningful icon. That can be easily identifiable at a glance.
- Use the correct keywords. They are equivalent to hashtags, keywords that help users find the app in searches or through related content. We recommend using such terms naturally throughout the title, description, and meta-tagging of each app.
Other things that will have a positive influence when it comes to positioning an app well are adding sufficiently descriptive screenshots or including a presentation video that increases the percentage of downloads.
All this seems very obvious and simple, but executing these actions correctly and efficiently is not always easy. Therefore, instead of dedicating efforts and time that we may not have, it pays much more resort to the services of a good SEO agency specialized in App Store Optimization. We will soon see how big the return on this small investment will be.
Why is App Store Optimization important?
To define the App Store Optimization the expression is often used "the SEO of apps", although this is an inexact comparison. The effects and results that we are going to achieve through the ASO go far beyond simply improving positioning. For example:
advertising savings
Promoting a new app usually involves a significant outlay on advertising. At first, you have to make the app known, and this is the fastest way. Nevertheless, with ASO you can achieve a good position in organic terms, much longer lasting than advertising, which will always be limited to a certain period of time.
Quality and professional image
One of the consequences derived from applying an App Store Optimization strategy sustained over time is that we are going to keep all data, information and features of the application constantly updated.
It also involves reacting and respond immediately to user questions and comments. It is the best way to detect errors and correct them, as well as make use of tools such as Google's Play Console. In short, actions aimed at improving the quality of the app and cultivating a serious and professional image.
Segments
A good optimization job inevitably results in the segmentation of the app based on the audience it is aimed at. This will result in the application will be displayed naturally to potential users of the same. In other words, with much more efficiency and retention time by users, which will give good signs of user experience to the app store algorithms.