You might have created a top-notch application with incredible features that even your competitors don’t have. But what if your application isn’t visible to users on the app store? There goes your efforts down the drain.
There are around 4.3 million applications combined in Google Play and Apple’s app store. How can you ensure that your application is visible to your targeted audience? Is there an easy way to boost your application’s visibility? Can you rank your application at the top of your app store?
Just like search engine optimization for your search engines, you have (ASO) app store optimization that significantly impacts your presence on the app store.
ASO strategy can influence user acquisition by enhancing your visibility and discoverability on the application stores. It is a comprehensive process of optimizing different elements of your application like description, keywords, icon, title, and more. But how can it be done? If you are new to ASO or have little to no idea about it, this guide is just for you.
At core, App Store Optimization is the process of improving the visibility of an application in app stores by adding relevancy to your applications — factors like visuals, keywords, and appealing descriptions can really aid in the ranking of your app.
ASO is quite similar to SEO, as its strategy focuses on improving its visibility so that it can be easily discovered by targeted users. The goal is to retain existing users, offer them upgrades, and attract new users to eventually build a large loyal user base.
The primary goal of the ASO strategy is to boost the download rate. However, you do get bonus secondary goals like:
If you’re looking to optimize your app, Google Play and the Apple Store are the main platforms to focus on. However, don’t forget that you can also improve your app’s visibility on other platforms like the Amazon App Store, Samsung Galaxy Store, and Huawei AppGallery.
A quick tip: When you see “app store optimization” written in lowercase, it’s talking about optimization across all app stores. On the other hand, “App Store Optimization” with capital letters specifically refers to optimizing for Apple’s App Store and doesn’t include other platforms like Google Play or the Huawei AppGallery.
“Google claims that 40% of apps are discovered through searches on its Google Play store.“
So, even if your application’s SEO is spot on, if you haven’t optimized your app store listing, you might be missing out on potential users who are ready to download your app.
One common mistake businesses make with App Store Optimization (ASO) is misunderstanding the user’s mindset. While users might start by searching for an app on Google, in 90% of cases, they’ll end up exploring the Google Play Store or Apple Store directly. Many users also discover apps through recommendations on the app store and download them impulsively.
Another survey shows that 82% of users find new apps through app store searches or recommendation lists.
There are over 3.3 million apps on the Google Play Store and more than 1.1 million on the Apple Store. How will you stand out in such a competition?
Strategically using ASO techniques, like incorporating relevant keywords that your potential users might search for, you can significantly boost your app’s visibility on these platforms.
So, don’t rely on the mercy of the app stores and take your app’s ranking into your own hands.
The title of your application is the first thing that will attract a user to your app. So, when creating an application, be wise with your app anime or title.
Try to include relevant keywords in your title for easy discoverability. Don’t change your title frequently just to keep your profile active. Because once your application starts gaining recognition, your app title is what people recognize it for.
Application subtitle is what comes under your application title. Similar to app titles, subtitles are an important part of app store keyword optimization. This is another section where you can use your keywords and show what your app is all about.
Just as in SEO, keywords are a crucial element of ASO, too. Keywords are what make it easier for users to find our app. in the app store.
The best practice is to use all the elements of your application to include keywords that align with your targeted audiences.
But first, you need to conduct some thorough keyword research. Here’s how you can easily do it,
For example, If you are launching a video creator application. It’s best to start with general terms like “video creator,” and then move on to specific keywords like “ music video creator,” “ free video creator”, “ video editor,” or more.
Tip: Popular keywords are difficult to rank, but you can’t just ignore them. So you have to make a balanced mix of highly competitive and less competitive keywords.
App descriptions are more for the ease of users than for your app store readability. And that is what makes it a lucrative factor for app store optimization.
An engaging and descriptive application description can help the users understand what your application is all about.
Google Play and the App Store allow you 4,000 characters to describe your app’s features and benefits. But here’s the thing—most users won’t bother clicking “see more” to read lengthy paragraphs. The first three lines are your only golden opportunity to grab their attention.
To make your app description effective, focus on being user-friendly and easy to read. Use bullet points, keep sentences short, and play around with font styles to make key points stand out. Your opening lines should be so irresistible that users can’t help but want to learn more. Spark their curiosity or address a pain point they care about. The key is to be simple yet smart with your app description.
Reviews and ratings are powerful social proof of your application’s credibility that builds trust with new users. Imagine choosing between an app with 10 reviews and one with 1,000. It’s an easy decision, right? While your app title and keywords might catch a user’s eye, it’s the reviews that will convince them to hit “download.”
If you’ve just launched a new app, share it with family, friends, and colleagues, and ask them to leave reviews on the app stores. Encourage your existing users to do the same by sending push notifications after they’ve completed certain actions. Make sure to reply to every review you get, handling negative ones with politeness and viewing them as opportunities for improvement.
Even if your app is not new and you have a considerable number of reviews to attract new users, don’t stop at collecting reviews. The more, the merrier. Ratings are even more important than reviews because they’re displayed right next to your app title. Users always tend to trust and download apps with higher ratings. So, the best ASO strategy is to get ratings from your customers within 72 hours of them using the app.
While it is important to put substantial efforts into your optimization tactics, it is equally important to keep a close look at the metrics, too.
Analyzing your metrics regularly will help you gain a better idea of what is working for your application and what is not. It will help you make changes and create the perfect elements for your application.
Both Google Play and the App Store offer capable analytics tools to help you improve your app’s visibility, revenue, and overall quality—so be sure to take full advantage of them.
However, it’s important not to get sidetracked by irrelevant metrics and KPIs. Stay focused on what truly matters for your app’s success. Understand your business goals and let them guide every optimization decision you make.
Don’t rely on guesswork—test! A/B testing lets you compare different versions of your app store elements, like screenshots, titles, and descriptions.
Discover which variations lead to more clicks and installs, and use that data to continuously refine your app store listing. By optimizing based on real insights, you can make the most of your ASO efforts.
If you want to reach a wider audience, make sure that you are creating and marketing your application to a global audience. This means localizing your app by translating it into different languages and adjusting content to suit cultural preferences. It also involves optimizing your app store listing for each target market by using localized keywords, descriptions, and even visuals that appeal to users in different parts of the world.
When it comes to getting your app out there, both the Google Play Store and Apple’s App Store might seem similar from a user’s perspective. However, from a business perspective, the two platforms can be a little different.
Let’s start with what they have in common:
Now, here’s where they differ:
The Apple App Store gives you a bit more flexibility when it comes to making your app discoverable. It offers keyword fields and subtitle sections, which makes it easier to add multiple keywords to boost your app’s visibility and ranking. This means your app has a better chance of being discovered by users searching for specific terms.
On the other hand, Google Play doesn’t have dedicated keyword fields, but it does offer a description section where you can detail your app’s features and utility. While this doesn’t give you as many keyword options as the Apple Store, it’s still an important space for highlighting what makes your app special.
The present crowded app market makes it difficult for your app to be visible. With over 4.3 million apps on Google Play and Apple’s App Store, visibility requires a strategic approach through App Store Optimization (ASO). ASO enhances your app’s visibility by optimizing elements like the title, keywords, description, visuals, and user engagement. Whether starting fresh or refining an existing strategy, focus on key factors specific to each store, use their tools effectively, and continually test and refine your approach. Success takes time, so manage your app’s presence strategically to climb the rankings and attract more downloads.
ASO works by optimizing various elements of your app’s listing to make it more discoverable in app store searches. The goal is to increase visibility, attract more users, and ultimately boost downloads.
The cost of ASO can vary depending on whether you handle it in-house or hire a professional agency. Costs can range from a few hundred to several thousand dollars, depending on the complexity and scope of the work.
To optimize your app, focus on
ASO stands for App Store Optimization, a process to improve an app’s visibility and discoverability within app stores like Google Play and Apple’s App Store.
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