App Store Optimization

What is App Store Optimization?

Whereas standard SEO applies to search rankings in a web browser, ASO–also referred to as ASO Marketing or App Store SEO–is geared towards search rankings in a mobile app store (i.e. Google Play). App Store Optimization encompasses the same principles and strategies of standard Search Engine Optimization, but the importance of certain approaches and tactics differs between the two.

The overall goal of standard SEO is to increase rankings and visibility on search engines, with the intent of driving more users to a website to complete a conversion–be it filling out a contact form, purchasing a product or service, or signing up for an e-mail list. While the desired conversions for a website may vary, there is essentially only one conversion that is the end-goal for mobile app developers: getting a user to download their app.

As is the case with traditional SEO, ASO puts a heavy focus on understanding your target market and your competition. Some key factors that come into play when considering how to increase rankings in app stores include:

1. Keywords. As the bread-and-butter of all SEO (along with content), keywords are enormously important in app store optimization. It is therefore crucial to seek out which keywords are being used by your competitors (apps similar to yours) and targeting the ones that drive the most traffic. Similarly to standard SEO, this involves weighing highly-competitive keywords with high search volume vs. highly unique keywords with lower search volume, and figuring out which method applies best with your mobile app.
2. Title / App Name. It’s imperative to use highly relevant keywords in your app title. The challenge here is choosing a title that is both highly readable and informative to users, while also utilizing keywords effectively and without seeming too wordy or spammy.
3. Description. The app description is an area where developers can expand on the title, offering more detail on the purpose of the app and its benefits. The description should employ strategic use of keywords and act as a call-to-action for users, enticing them to download the app.
4. Updates. App stores view apps with regular, frequent updates as being of higher value than those that are not regularly updated. Providing steady updates also encourages existing users to revisit and reconnect with your app to see what improvements have been made.
5. External promotion. Because more traffic equates to higher rankings, it is critical that your app be further promoted via external channels such as your website, social media, content, and advertising.
6. User reviews. While this factor is decidedly harder to control than others, it remains of utmost significance. Apps with higher numbers of four to five-star reviews simply rank better in-app stores than those without. Thus, it is imperative that developers entice users to provide feedback and then respond to that feedback in a timely, civilized manner.
7. Number of downloads. When utilizing highly-competitive keywords in the app store, those apps with the highest number of downloads tend to be listed first. This is why maximizing app downloads is the end-all goal for ASO. All other factors tie into this; strategically implementing the correct keywords, performing regular updates, promoting your app through external channels, and encouraging users to review your app all result in more downloads, which in turn results in higher rankings, which leads to even more downloads.

These are just some of the many factors that affect rankings in app stores. In addition to these, it is also recommended that app developers utilize pay-per-click (PPC) campaigns, as these are offered by both Apple and Google and can help boost app visibility. These ads link directly to the App Store or Google Play listing so users can quickly and easily download the app.