The digital landscape has changed significantly over the past few years. Gone are the days of SEO being the only thing businesses should focus on from a marketing perspective. ASO professionals have always been out there, but they were just not as in demand as they are today. With SEO becoming more competitive and other factors that play into a company’s visibility online, ASO professionals have become more valuable than ever before!
This blog post will help anyone understand what ASO entails and why it’s so important today. We’ll explore some questions as well as offer tips on how you can improve your company’s visibility with an ASO strategy that’s tailored just for you!
What is ASO and how does it work?
App Store Optimization is the process of improving mobile app visibility and increasing conversion rates within a mobile environment. In particular, this optimization should be done with the help of major app stores like App Store for iOS and Google Play for Android. ASO is used to rank higher in the search results for your app. It also focuses on how many people click on your app. This means that you have to make people want to click on your app store listing. You can do this by giving your app a good name, title, icon, screenshots, and rating.
The ASO process is a constantly evolving one. It’s not something you can just do and forget about; it requires constant monitoring to make sure that your app stays up in the rankings as much as possible, although there are many other factors involved which we’ll explore later.
What is the difference between ASO and SEO?
There are many similarities between search engine optimization and app store optimization. App store search (and therefore app store optimization) is used for mobile apps while SEO is used for website promotion. However, they differ in approaches to keyword optimization and conversion optimization.
There are more than 200 aspects in SEO for Google Search, and the list never stops expanding. The list of ranking factors for ASO is shorter than SEO, but it can be difficult to pinpoint which ones are important.
What makes an ASO strategy successful?
A successful ASO strategy will implement all of these steps: keyword research, competitor analysis, and testing on individual devices/versions of operating systems across iOS & Android ecosystems (Apple App Store or Google Play) creating deep links within your app to related content for use on organic search result pages building keyword targeting through Facebook ads to bring customers back into your app and their social media channels.
There are three steps to ASO – identify, rank, and maintain
Identify keywords that will make your app more visible. One of the best ways to do this is to complete some competitor analysis. Start by creating a list of your top competitors, and then compile a keyword list from the app store descriptions for each. Why start from scratch when others have already done a lot of the heavy lifting for you?
Rank by using those keywords correctly within the metadata of your app. This could be within the title or the description, but rank them in order of importance. A lot of time and energy is typically spent on naming the app itself. If you’re building an app that counts bricks in a wall, a great title would be Brick Counter. Don’t overthink it.
If you’re comparing your list of metadata with the research that you completed in step one, think about ordering your metadata from most important to least, or most common to least common.
And finally, it is important to maintain your app store ranking. Maintaining your ranking is as easy (or as hard) as maintaining your app. Here are a few tips to get you started:
- Make sure you have a clear and concise description of your app – if your app changes with updates, make sure you are also updating the description
- Keep your app up-to-date with new features, bug fixes, etc.
- Update your screenshots regularly so they are relevant to what the user sees in the App Store at any given time
This entire process may seem overwhelming – especially after you’ve invested all your time and energy into creating the perfect app. ASO can be handled by external ASO professionals, or done internally with support from experts. While it’s important to have both types of resources available, most professionals agree that it makes more sense for companies to outsource this particular function since the process requires highly specialized skill sets and constant updates to stay relevant – something only someone who specializes in ASO would know about.
A few things you should consider before hiring anyone:
What are their qualifications? Do they specialize in app store optimization? Are they vetted by any third-party agencies/companies? What kind of experience do they have working with organizations like yours? Is there a holistic package where this agency can provide a gamut of services including ASO & SEO bundled into one?