Before, I started my career in digital marketing. I used to wonder how some apps appear on the top while others are hard to find in an app store. With the millions of app in the app store, this thing was certain that something should be seen at the top or on the screen at the moment we open up the app store. But, how the top position is allocated to any app?
What is App Store Optimization (ASO)?
The answer is simple-App Store optimization. As simple as it sounds, it was tough back then. App Store Optimization (ASO) is very much similar to search engine optimization. The only difference is: In SEO, we optimize our website to get it rank higher on search engine results page whereas, in ASO, we optimize our app so that it can get a higher ranking in search results for a better chance of getting downloaded.
How can you Optimize an App for App Stores?
1. Target Keywords
Choosing the right set of targeted keywords is as important as selecting the keywords in the first place. Don’t select the keywords on the basis of speculation or assumptions. Use tools to advance your keyword research such as Keyword explorer or Straply.
Keywords are the crucial part of your app visibility as the user will search with these words only. Be cautious of keyword stuffing and stay within the 100 characters limit.
2. ASO Friendly Title
Your App name has a great impact on search visibility. Choosing the targeted keyword as your name will increase the visibility of your keyword by an average of 10.3%.
Your title should be 50 characters long unless you are an established brand. Use of celebrities’ names and trademarks as app names is restricted. Using any of the restricted names can increase the chances of your app rejection.
3. Appropriate Description
Descriptions are another part where you can use keywords. A word of caution users are reading your description to know what they are looking for is exactly you. So, the main point is to use keywords but don’t overuse them.
Use only appropriate and relevant keywords for your app.
4. Catchy Icon
After the title and description, the most important part of your app is its icon. The app icon is the first illustrative representative of your app which persuades users to download and click it.
To choose the catchy icon: don’t use words in the icon and keep it simple & memorable; moreover, give extra attention to the color palette such as giving soft color background to put more emphasis on your icon.
5. Include Screenshots
Screenshots are the key to describe your app in the form of words. If it’s a gaming app show what it is all about-it’s interface and how it works. Tell your story in images.
Many people misguidedly use their logo in the screenshots section which is an opportunity lost to connect with your users.
Be sure to use the most exciting features and unique aspects of your app to showcase as a screenshot.
You can also add videos in this section to give a clear picture to the users. Videos have sound and images so they can deliver your story in a more impactful manner.
6. Do Competitor Analysis
Coming on the top of search results also means you need to beat your competitors who are fighting for that same space. It’s really important to analyze which strategies are used by your competitors, the title name, description, and keywords they are using.
Analyzing competitors’ weaknesses helps you to get ahead of them.
Competitor Analysis also helps you to keep yourself updated about the keyword ranking regularly.
7. Add Relevant Category
Many people add multiple categories and subcategories while listing their apps. But adding irrelevant or so many related categories is not a wise thing to do.
The ultimate purpose of the ASO is not just increasing visibility; it is to get more downloads. You should add closely related categories to your app to reach your targeted audience.
8. Take Reviews Sincerely
Collecting reviews is a difficult task. It is out of your control to manage the number of reviews but something can surely be done to ensure this. You should reply to the maximum number of feedbacks as possible especially to negative feedbacks, replying to feedback can help you to win the trust of your current and prospective users.
You can also show a pop up with the feedback form at the moment of opening your app. It may interrupt the user experience but the end result of getting more reviews is worth the interruption.
9. Provide Support Services
If your app is paid then it is necessary to have a support system up and running. Mention your customer service number, links to websites, and other social channels in the app store.
As a user, I may want to check if this app doesn’t work. Try to set up an immediate response system on social media channels. According to a study, the response time can have a huge impact on your users. It can be a deciding factor in keeping or uninstalling your app.
The concept of ASO is new in the market which is still being tried and tested by the experts. Performing ASO now will definitely help you in long run.
As more and more apps are being launched every day; having a unique app is not enough it needs to be found. ASO strategies are the sure-shot way to get found by your prospective users.
Do App Store Optimization of your application today and get found. Happy Optimizing!