SEO, SEM, SMM, CTR, CPC… the list of digital marketing jargon goes on and on. But have you ever heard of ASO? App Search Optimisation (ASO) is not a new concept, but it is gaining more attention as the number of mobile apps continues to increase.
The first thing you should know is that SEO and ASO are a bit similar but not the same. SEO stands for Search Engine Optimisation and is used to improve the visibility of websites in search engine results such as Google. ASO, on the other hand, focuses on improving the visibility of mobile apps in app store search results such as on Apple App Store or Google Play.
If you've designed an app and want it to succeed, ASO is a crucial aspect you cannot ignore.
In this post, we'll explore ASO in more detail, including what it is, why it matters, and how you can implement it for your own app.
What Is App Search Optimisation?
App search optimisation, also known as app store optimisation, is the process of improving the visibility and discoverability of a mobile app in an app store's search results.
Just like SEO works for websites, ASO aims to increase an app's number of organic downloads by making it more visible and appealing to potential users.
In simple terms, ASO can be thought of as "SEO for apps". It involves using specific techniques and tactics to improve various elements of an app's listing on the app store, such as its title, description, keywords, screenshots, reviews and ratings.
How ASO Works
An app store is ultimately a closed search engine, meaning it has its own algorithms and rules for ranking apps.
To understand how ASO works, you need to first understand how app stores rank and display apps in search results.
The main factors that influence an app's ranking in search results include:
Relevance: How closely an app's keywords and metadata match the user's search query
Downloads and Installs: The number of downloads and installs an app has received, as well as its current download rate
Ratings and Reviews: The overall rating and number of positive reviews an app has received from users
Engagement and Retention: How often users engage with the app after downloading it, such as through opening, using, or sharing it
Visual Appeal: The quality of the app's icon, screenshots, and video preview
Localised Content: Whether the app's metadata is optimised for different languages and countries
Based on these factors, ASO involves optimising various elements of your app listing to improve its relevance, attractiveness, and appeal to both the app store's algorithms and potential users.
Benefits of ASO
App stores are filled with millions of apps, and it can be challenging for app developers to stand out in such a crowded market. This is where ASO comes in.
By implementing effective ASO strategies, you can:
Stand Out
People cannot download an app if they cannot find it. ASO allows you to improve your app's visibility and chances of being discovered by potential users.
Increase Downloads
With a higher ranking in search results, your app is more likely to be seen and downloaded by users who are actively searching for apps like yours.
Improve User Acquisition
ASO helps attract the right type of users to your app - those who are genuinely interested in it and will continue using it over time.
Save Money on Marketing
By optimising your app listing with relevant keywords, you can reduce the need for paid marketing campaigns and instead rely on organic traffic from search results.
Get Better Ratings and Reviews
With an improved ranking and increased downloads, your app is likely to receive more positive ratings and reviews, which can further boost its visibility and credibility.
Go Global
Using ASO strategies to localise your app's metadata can make it more relevant and appealing to users from different countries, potentially increasing your reach and downloads in international markets.
Increase App Revenue & Conversions
With a higher ranking and improved app listing, you can attract more potential users to your app, ultimately leading to increased downloads and revenue.
Where To Start With ASO
To start with app search optimisation, there are a few steps you can follow:
- Create a list of relevant keywords related to your mobile app. Use keyword tools and look at your competitors' keywords for inspiration.
- Use these keywords in your app title, description, and screenshots. They should be incorporated naturally to improve the app's visibility and relevance.
- Localise your app listing for different languages if you want to target international markets.
- Encourage positive user ratings and reviews, as they can significantly impact your app's ranking and credibility.
- Use high-quality images, videos and other graphics that accurately represent your app's features and make it visually appealing to potential users.
- Stay updated with the latest trends and updates in app store algorithms, and adapt your ASO strategies accordingly.
Need Help?
Do you need help optimising your app's search performance? Our team at Starbright is here to help!
Our SEO services in South Africa can help your app reach its full potential by implementing effective ASO strategies.
Contact us today to learn more about our services.