It is no secret that the use of mobile devices has increased tremendously during the past few years. Our growing dependence has translated to an increase of app downloads. According to Statista, 204 billion apps were downloaded worldwide during 2019.
Along with this growth came the expansion of the mobile application market and the rise of techniques aimed to improve app rankings.
App Store Optimisation also known as ASO or App Store SEO is the process of optimizing a game or application in order to maximize its visibility in the stores in Search (when users search) and Explore (when users browse), increase traffic to listing and improve conversion rate to generate the maximum volume of organic downloads.The Tool
The same way SEO helps improve website’s rankings on different search engines, ASO (App Store Optimization) operates within Application Stores, which are the platforms that help promote and sell apps.
An app store (application store) is an online portal through which software programs are made available for procurement and download.Search Mobile Computing
Although the main objective of ASO is to achieve the highest number of downloads possible, there might be some secondary goals. Some of these might be client engagement, improved reviews etc.
Contrary to what some might believe, SEO and ASO do not compete, in fact, both are very similar and can improve app performance if implemented correctly. There are many elements of SEO present in ASO such as keyword research, name, tittle and URL optimisation etc. There are other elements that are specific of ASO such as downloads or rates and reviews, which must also be taken into account.
At SEOSPIDRE, we believe the most efficient way to proceed is to first focus on your website as a channel to direct your audience to the App Store. This is simply because a website is much less restrictive in terms of content limits than an App Store.
After applying SEO techniques to maximise the exposure of your website, you should then move to implement ASO. Some of the aspects you will need to focus on improving are, as mentioned above, keyword fields, metadata, URLs, ratings and reviews and downloads.
There are however more elements you will need to check.
Make sure your page is clean and relevantly presented to optimise your Conversion Rate (CR), which is directly related to downloads.
Translating your store information to different languages is also very important. Adapting to your audience not only gives you a professional look but also improves ratings and consumer retention.
The use of screenshots or thumbnails is another technique that will affect your Click Through Rate (CTR), so make sure you include them on your app download section.
Test different strategies and compare the results to get the most efficient allocation of resources. This technique is called A/B testing and will allow you to improve your key metrics.
Another useful tool is Apple Spotlight, which is basically a tool that allows users to find apps they already installed on their devices Apple Spotlight is just another way to place your app in front of the users, increasing your exposure.
Once that is done you will have both a website which will act as a channel through which traffic is driven to your app, and an optimised store page. That will make sure the transition from information seekers to buyers is achieved.
Nonetheless, ASO is not a one time thing. The best performing apps are usually those that are continuously evolving and changing. A very useful way to do this is carrying out research and asking your audience about possible improvement, and later applying the necessary changes. Not only will it make your store page more professional but also achieve a healthier relationship with your audience.
The ranking algorithm also takes into account how regularly you make updates. Make sure to create a strategy that will manage a healthy growth plan for your app, which will be implemented through constant updates.
Summing up, SEO and ASO are not necessarily in conflict with each other. Making use of both techniques and following a strategy will definitely help you achieve your goals.