ASO App Store Optimization Techniques for Mobile Apps

ASO – App Store Optimization is a very useful technique to increase the visibility of the newly built apps in the app store. As we know, Apple App Store contains 1.3 million apps in the Apple’s App Store & Google Play Store contains 1.4 million Android apps so it is very difficult to discover new mobile app among the millions of apps. To make your app visible in the top search, you have to optimize your app using the app store optimization techniques which will result in high traffic to your app store page & increase the app downloads.

What is App Store Optimization?

App Store Optimization (ASO) is the best way to ensure that your app meets the ranking criteria of the app store and rises to the top of the search results. In short, it is also called as ASO which is the process of optimizing the mobile apps to rank higher in the search results of the app store. It will help your apps to get higher rank in the app store search results so that it can easily visible to their potential customers. The main aim of the App Store Optimization is to drive more traffic to your app page in the app store. It requires the crucial understanding of the target customer base and the target keywords which helps to increase the visibility of the apps.

1. Understand your Audience and Competition

To understand your customer and the competition, you will require the well-formed ASO strategy. This strategy will help you to identify the searches and queries used by the customer for a particular app in the app store. Following points you can research on:

• The Language used by my customer.
• Important reason to download apps.
• Keywords targeted by my competitors.
• What are the competitive zone and area of my apps?

There are following points you must focus on. Well your ASO research begins with putting yourself in your customer shoes. The primary goal is to search for those keywords that can drive more traffic to your app store page. The best way to identify your optimal keywords is competitive research. It is equally important to survey your competitors and identify which keywords and strategies targeted for the similar apps like yours.

2. Define Effective & Descriptive Title

A well defined descriptive title helps to identify the information of the app and also improves the ranking in the app store. According to the research, by including the keyword in your title helps you to rank 10% higher among your competitors. Both the Apple App Store & Google Play Store takes keywords and titles differently. So define your title for Apple App Store and Google Play Store as shown below:

The Google Play Store

• In Google play store, the titles are handled differently. It includes 50 characters in the title so you have to be effective & concise.
• In the title, you don’t have to worry about your keywords with Android apps because the keywords will be included in the description section.

The Apple App Store

In Apple App Store, you can add up to 30 characters for your title. So take your time to create a unique, descriptive and keyword rich title to establish your market share & improved ranking.

3. Maximize Your Keyword Research

Keyword research is the need of the hour for the app store optimization. You have to do some research on keywords to drive traffic before publishing your app in the app store. The best ASO technique is to use high traffic keywords with the low and moderate number of apps. You can take a good idea from the top ranking apps and also by competitor analysis. The following points you must focus on:

• Try to use words rather than phrases.
• Top keywords should be used in your app name.
• Avoid conjunctions and prepositions in keywords.
• Use commas rather than spaces.

The Google Play Store

In Google Play Store, try to sprinkle the relevant keywords and apps description. According to sensor tower strategy, the optimal number of times the keyword searches in the app store will help you to maximize the ranking of the keyword. For better ranking results, write for the customer first then for focus on ranking algorithms.

The Apple App Store

In App Store Optimization, you have 100 character keyword fields which include keyword phrases and title. It is important to use all allotted characters to maximize your organic traffic.

4. Describe the Compelling Description & Category

The app description should be targeted to your customer base and potential customers. The description should be used as the call to action for the potential audience. The proper description benefits your app search ranking with the use of relevant keywords. So we recommend describing your app description effectively so that it can immediately grab the reader attention. In both the app store, the placing of the apps in the proper category is equally important for app store optimization. The following points you can go with:

• First, pick the right category that describes your app best.
• Choose the least competitive category which gives you the chance to rank better.
• Look for the estimated app worth EAW of the top ranking apps.

5. Stand Out with Attractive & Unique Icon

When your potential customer browses the list of apps in the app store, your visual icon should be so appealing that the makes the first impression to the customer. When it comes to rendering the app icons, the App Store and Google Play varies in their approaches. Both the app stores have set the standards for the geometry, color scheme and ideal size. The most important thing to focus on iOS is that the icons should be sized at least 1024×1024 pixels dimension required by the App Store. The Apple OS resize the icon for many other applications which includes app icon 180×180, bar icons 75×75 & navigation icons 66×66. In Android App Design, the icon in the Google Play Store requires 512×512 icon dimensions. Google recommends designing of the app icons following the material design guidelines from icon anatomy to shading and lightning.

6. Add App Screenshots & Videos

Screenshots are also the very important aspect of the ASO in the app description. The screenshot doesn’t show direct impact on the search rankings. Images describe more about the applications along with the descriptive text. It allows potential customers to visualize your app by using and downloading it. In app stores, you can technically upload any graphic into the screenshot field which defines the concept or character. You can add five screenshots in an iOS app store and eight in an Android play store.

7. Encourage Positive Reviews

Positive reviews and quality ratings have a huge impact on the App Store Optimization. You can encourage your audiences and customers to write positive reviews on your app.  Another you can send push notifications to encourage users to review your app. You can also include features like app pop up notifications asking the user to review your app with positive ratings.

8. Localize your App Listings

In Global Marketing, 31% of the app revenue is generated by the North American consumers. 73% consumers prefer their native language apps. These two statistics shows the bigger opportunity for the app publishers. It is the golden opportunity for those who want to tap into the market of customer segments. iTunes app store and Google play store allows the localization of apps to increase the readability of the mobile app. App Store Optimization will increase both adoption and conversion as more customers will find your app using the keywords.

9. Launch Regular Updates

Mobile users consistently look for the updated apps which are improving day by day with the customer feedback. Apple App Store and Google Play Store have higher value with more customers’ centric features. The new app updates result in the customer satisfaction and better reviews that will encourage the higher rating of the app. The important point you can focus during the launch of new updates:

• You can update the app description and can tell your customers what’s new you have in your app store product and outline the new features with the effective call to action.
• Especially in the latest version, you can maintain five-star reviews in the large volume of your app. The survey revealed that the 90% customers check app reviews before downloading an app. Maintain the positive reviews on your app is an easy win.
• You can entice your customers by notifying them about your app update and the improvements you have made in your app.

App Store Optimization techniques ensure the successful app downloads & visibility in the app store. While the Apple & Google both the app store doesn’t share same methodologies in the ASO rankings. By following the above steps you can improve the ASO of your application.