App Store Optimization Techniques and Strategies

Competing with millions of mobile apps, on the app store and Google play store, isn’t a breeze. In the first quarter of 2021, there were 3.48 million apps on the Google Play store. On the other hand, the iOS app store had 2.22 million mobile apps.

In both cases, getting your app noticed is indeed a tough nut to break. That’s why app store optimization is a must.

Store optimization is a marketing strategy that delivers measurable results. It is the process of optimizing, improving, and refining the app’s listing on the app store and Google play store. Different app store optimization tools can be used for making the process easy.

Thus, mobile app developers must use the best techniques that smoothen the chances of an app getting featured in top results. To improve the mobile app search ranking on the app store and play store, it is vital to focus on factors such as:

Name of the application

• Wise keyword selection
• Description
• Inclusion of screenshots
• App icon
• Reviews & ratings

We’ll be covering all the factors and answering the question of why you need app store optimization services. But first, let’s understand the importance of app store optimization.

Why is ASO important?

Google stated that 48% of its users find new apps by scrolling through the play store. With that being said, 111.5 billion downloads are happening that way- random scrolling. But making it into the list of ‘downloaded apps’ is possible when you acquire professional app store optimization services.

As per experts, app store optimization is an amazing marketing strategy. It is, unarguably, the best way to push the mobile app.

It not only focuses on increasing the number of app users but aims to rope in as many prospective loyal users as it can. The higher the number of loyal users, the higher the conversion rates will be.

In case a brand misses out on implementing the ASO, it is willingly avoiding a major discovery channel. So, here’s a quick look at some ASO optimization tips & strategies that will increase search results, the number of organic downloads, and improve Google play and app store rankings.

What do App Store and Google Play look for?

App Store and Play Store share one common trait — Bridging the gap between the user and desired mobile app(s). They figure out the relevant apps by judging the user’s behavior and displaying the relevant product pages.

Let’s focus on the key app factors that major app stores always consider.

In All but NAME

Naming the app is equivalent to naming a baby. Hence, you should be considerate while choosing the right name for the application. A wise name choice will not only provide it an identity but improve search rankings as well.

Presently, all apps go on the app store and Google play store. Since both stores manage titles and keywords differently, your name/title approach should be store-specific.

Google Play Store

When you are creating an app for android users, you need to be concise with its name. This is because the play store gives a meager space of 30 characters. However, the keywords can be integrated into the description of the app.

App Store

When you create the app for the iOS platform, you get plenty of space. The iOS platform provides 255 characters which is more than sufficient. Hence, making a crisp and keyword-rich name is not a bad idea.

Strong Keyword Game

Keyword research is a prominent ASO strategy preferred by mobile app developers. The right amount of keywords injected helps users to find and download your app effortlessly.

The unsaid rule of the app store optimization strategy says that one mustn’t exceed the keyword insertion limit in the app description. After all, the app is for users and its description should make sense when read.

But how to stuff the right keywords if thinking of an app store optimization strategy? Here’s the answer.

Keyword Research

Companies offering app store optimization services always conduct thorough research before integrating keywords. Factors like demand, traffic, difficulty, and how many apps are using it are checked.

Using app store keyword tools for keyword research can simplify the work. You can go for the free tools or paid tools as they offer worthy insights about the phrases and keywords used extensively by the target audience.

Ubersuggest, Answer The Public, Google Search Console, Keyword Sheeter, etc., are some free KW research tools. Also, here’s a quick look at some pro tips for picking up the best keywords for your mobile app:

• Include keyword(s) in the app name
• Avoid adding prepositions/conjunctions
• Use digits instead of spelling out figures
• Prefer commas instead of space for separating keywords

Briefing About The App

Technically, the app store and Google Play Store ignore the algorithm. But here’s the twist- users prefer a description to know & understand what the app is all about. In this section, experts emphasize the importance of focussing on the core functionalities instead of SEO.

Always keep it to the point and try clearing user queries like:

• The purpose of the application
• How does the application resolve an issue?
• Will it leave an impact by simplifying complex tasks?
• Is it worth downloading?

However, it is vital to remember that conciseness is the key. Do not go overboard with too much information. Increased mobile app downloads are directly linked to user acquisition. The more the downloads, the higher will be the user acquisition rate.

High-Quality Screenshots- Hidden ASO Strategy

How to convince someone to download your app without saying a word? It’s simple- just show them the HQ screenshots. High-quality screenshots are the second-most influential factor after ratings & reviews when it comes to inducing the target audience to download your app.

Since users do not spend beyond 10 seconds judging the app, the appearance of the app product pages becomes vital. Hence, it should be visually appealing to make a big difference. To make it impactful, add the most engaging screenshots.

App Icon – The Face of Mobile App

The icon is the face of the app that represents the brand on digital platforms. A catchy app icon can be a game-changer and magnetize more users to download the app, hence, it is a key part of app store optimization. The app icon should be simple, visually appealing, and congruent to the purpose served by the app.

For the best results, always look at the app icons of business competitors. This will aid in figuring out the loopholes in their design that you can avoid and integrations that have been made for a better appearance.

Reviews & Ratings

All reviews and ratings, in terms of quantity & quality, impact the app store optimization efforts. Reviews and ratings can be mustered from users that have downloaded the app. These can be further used as consideration for potential users looking for the right app.

Furthermore, more than 56% of users go through the ratings of an app before downloading. Hence, for more organic downloads and positive reviews, it becomes vital to keep the users delighted.

All satisfied users will drop a positive rating for the app that upscales the visibility on the app store and Google Play Store. You can muster reviews from users by sending push notifications or integrating an in-app popup.

The Bottom Line

If you seek numerous downloads, positive ratings, higher app store rankings, and potential revenue, paying close attention to app store optimization becomes vital. It is a process that needs to be monitored periodically for evaluation for better results.

The app store and Google Play Store won’t spill the beans about ranking the app, but there are certain criteria discussed above that positively impact the mobile app.

Right from conversion rates, user acquisition, and organic downloads, you can scale measurable results by acquiring professional app store optimization services.

Image Credit: Provided by the Author; Pexels; Thank you!

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