Navigating the competitive app market today is extremely challenging. Developing a high-quality app doesn’t guarantee success as it used to earlier. A well-planned and robust ASO strategy is a must to truly stand out and maximize organic downloads. For the uninitiated, ASO stands for App Store Optimization, which refers to a set of best practices aimed at boosting your app’s visibility and ranking in app stores.
Understanding the Importance of ASO
With millions of listed apps scrambling for the attention of the same set of users, ASO is more important than ever before. Akin to how SEO optimizes websites for higher search engine visibility, ASO fine-tunes apps for higher rankings in the Google Play Store and Apple’s App Store. Before delving into various strategies to tweak your app for improved search rankings, it is necessary to understand the multi-fold significance of App Store Optimization:-
- Enhanced Visibility– Optimizing your app will fetch higher search rankings, thus garnering higher visibility to relevant users.
- Higher Downloads– Higher organic visibility in the app store automatically translates into higher downloads.
- Affordable Promotion– ASO requires negligible investment as compared to paid app marketing.
- Augments User Experience– Optimizing various app elements simultaneously improves user experience, thus fetching positive reviews and ratings.
- Boosts App ROI– A well-optimized app will not just augment downloads, but also user acquisition, conversion, and revenue potential.
- Surpass Competition– A holistic ASO campaign is the only practical way for app developers to outshine competitor apps.
- Sustainable and Organic– Unlike paid app promotions that are momentary, ASO results are sustainable and longstanding.
6 Proven Strategies to Optimize Your App for Improved Search Rankings
- Hiring an App Store Optimization Company– Reaching out and liaising with a professional team that is well-versed with app store algorithms, guidelines, and best practices can be highly advantageous for businesses. It saves time, and money, and helps in devising comprehensive strategies for multiple app stores. Above all, a certified app store optimization company will ensure seamless performance tracking and ensure the campaign never goes awry because of frequent algorithmic tweaks.
- Conducting Meticulous Keyword Research and Placement– The backbone of any successful ASO strategy is scrupulous keyword research and placement. The first step is to review the app store’s suggestions for a particular keyword. This should be conducted periodically because these suggestions keep evolving. Thereon, use ASO keyword tools to research long-tail keywords for lower competition and higher conversion value.
- Ensuring a Compelling App Title, Description, and Other Metadata– The app’s title and description should reflect its purpose and features, in sync with the search intent of the target audience. Include your USP and why users should download your app over competitors. Incorporate vital keywords seamlessly and pay attention to the content structure, spelling, and grammar.
- Investing in Outstanding App Visuals– Designing an app logo is not just a creative pursuit. The logo should grab user attention, foster brand recognition, and create a positive first impression. Similarly, the app screenshots and videos below the install tab should be highly attractive and compelling. Consider outsourcing app visuals creation to a certified agency so that you have access to the most creative minds, the best tech stack, and top marketing acumen to create outstanding app visuals.
- Paying Heed to User Reviews and Ratings– The biggest mistake on the part of businesses is to ignore the user reviews of their app in the app store. Using in-app prompts, personalized messages, and reward points/incentives, businesses should try and solicit maximum positive reviews from their existing user base. Negative reviews should be replied to promptly with an apology and redressal to reflect professionalism.
- Considering A/B testing and Consistent Optimization– No ASO strategy is everlasting because app store policies and guidelines are always subject to revision. Hiring an expert to remain abreast of these changes is a must, as is A/B testing wherein two parallel versions are run simultaneously to adjudge which can yield better results.
Conclusion
ASO is neither a one-time process nor a one-size-fits-all approach. Moreover, both Google and Apple constantly change their app store algorithms to refine/modify the criteria to rank apps. Hence, collaborating with a trusted app store optimization company can help businesses stay ahead of the curve at all times. With affordable, pay-as-you-grow ASO plans that startups can subscribe to easily, outsourcing is recommended for faster/tangible results, consistent app rankings, and sustainable app ROI.
