Billions of smartphone users are looking for apps to solve their problems or have fun daily. Whether it is to communicate, to turn on a light, to count or to solve a health problem, nowadays there is “an app for everything”. But not all Apps are known by name. 62% of all e-commerce traffic now comes from mobile devices. 85% of these mobile shoppers prefer mobile apps, due to convenience, speed and extra features. That’s why big retailers are gaining more revenue out of mobile apps than mobile websites and SMBs are heavily investing in them.
App Store Optimization is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app’s page in the app store. The most important difference between SEO and ASO, however, is that SEO applies to search engines, whereas ASO generally applies to the performance of apps in app stores like Google Play or iTunes App Store.
Your ASO strategy begins with putting yourself in your customer’s shoes. Your goal is to improve discovery in app store searches and target those keywords that drive the most traffic. The best way to identify these optimal keywords is consumer research — finding out exactly what search queries brought your customers to your app and the natural language they use to describe it. Successfully optimize an app listing to increase visibility in the stores, app marketers should view ASO in two segments:
Focus on creating a test and learn plan for each respective app store to increase discoverability on your search result page. To convert users, focus on creating and portraying concise and enticing value propositions.
A great app always runs the risk of being unnoticed if it suffers lack of preparation and planning. App store optimization is not a momentary matter. You need to work with keywords, receive good ratings and reviews, and keep track of the results. A great app always runs the risk of being unnoticed if it suffers lack of preparation and planning. To be on the field and not be found is of no use. If you want to stand out and make a mark you need to be found in the first place. And to do that you need App Store Optimization, which will ensure that you are visible at the top.