Smartphone applications have made our lives incredibly easy. Do you want to top up your bill on the phone, call, or order food? You can do it in a couple of clicks! Program development is a must-have for almost any business. However, creating a quality product alone is not enough, although most of the result depends on these works. Apps still need to be promoted to be found, downloaded and used.
There are more than 5 million mobile applications in the Apple App Store and Google Play Store. Creating them is no longer enough. You need to know how to make them visible and encourage people to start using them. This is where ASO comes to the rescue.
Today, we will discuss ASO specifics and learn how to promote programs for users of different devices. Let’s address all the questions in order.
What is App Store Optimization?
In a nutshell, ASO digital marketing is a kind of SEO for mobile applications. It is an important part of integrated marketing, which is focused on growing positions in the ranking of similar products by the most relevant keywords. Logically, with ASO done right, the number of views and downloads will be increasing.
As with search engine optimization, promoting the program provides an influx of traffic for some time after the work is stopped. However, the last results are difficult to predict because they are determined not only by keys but also by well-designed graphic elements.
ASO plays a vital role in the app marketing. A professional digital agency offers its experience and knowledge for effective ASO promotion, helping you attract and retain users.
What is the Main Difference Between SEO and ASO?
People often compare App Store Optimization to SEO. These are similar processes with close goals, as both of them are focused on increasing organic (search) activities.
SEO (search engine optimization) improves the site’s ranking in Google for search queries. An SEO specialist works with the technical parameters of the site, with the content of the pages, and creates a lot of links to increase the position of the document.
If that SEO specialist has dozens of techniques in his pocket, the toolkit in the App Store and Google Play is much more modest. It only includes semantics, content, and visuals—icons, chests, and video.
Different principles determine the ranking of mobile applications and sites. Many factors, such as general trust, referral, behavioral, commercial, and others, influence the site’s position in the search engine.
In addition to improvement, the ranking in the App Store and Google Play stores is affected by the number of downloads, installations, openings, deletions, the program’s rating, comments, and reviews.
SEO and ASO optimization have similar goals and logic, but different technology.
What are the Advantages of App Store Optimization?
Competent ASO improvement can solve several tasks at once. Here are the most significant ones:
- It affects the behavior of search algorithms and increases the app’s position of the apps in search ratings.
- Optimized mobile apps attract more organic users. A beautiful icon, intriguing screenshot, engaging video, accurate title, and informative description stimulate downloads and increase conversion rate.
- Users install the program that they need and will use. Grey schemes (for example, motivated installs) do not have such an effect.
- App Store Optimization increases the volume of organic traffic and downloads, therefore saving the advertising budget.
ASO-optimised mobile apps get better visibility and higher conversion rates than products that move intuitively without relying on optimization rules.
Stay in the Top of Search Results with the Help of ASO
Users will more likely download those mobile applications that are in the TOP. Usually, these are the first 5–10 positions. The lower the search page, the fewer installs.
The developer and the optimizer can directly influence many ranking factors. For example, the relevance of the name and description and the attractiveness of the icon. This also includes technical parameters, performance, and localizations (that is, translation and adaptation to the characteristics of different countries). However, some factors can only be indirectly influenced. These are:
- the total number and dynamics of installations;
- the number of program launches;
- percentage of deletions;
- reviews and comments.
To rank high in mobile stores, you need to create a product that appeals to users more than competing apps. For this, it is necessary to conduct tests with the target audience’s participation at the development stage and optimize the finished product with the help of ASO. The digital company Netpeak US will help you with this.
Tasks of a Digital Agency in ASO Promotion
Netpeak uses effective ASO improvement tools within the given KPIs to increase app visibility. They select keywords, create descriptions based on the product’s topic, and utilize various methods of visual promotion. The key tasks of the company are:
- Analyzing the program, its target audience, and key performance indicators, such as the number of views and installs. The company conducts a competitive analysis and builds an optimal strategy for increasing your application’s ranking in Google Play and the App Store.
- Selecting the keywords most relevant to the services or products you offer and creating a semantic core.
- Using the semantic core to choose the right keywords for your app’s title, subtitle, and keyword fields. These will respond to relevant search queries and store requirements.
- Measurement of current ASO performance metrics, including conversion rate, keyword ranking, setup rate, and view rate. The company monitors user ratings and reviews the strategy to improve the service.
- Using a bot in Telegram to receive notifications about the project’s progress. Accordingly, Netpeak conducts a comparative analysis of indicators before and after optimization, analyzes the dynamics, and makes decisions about the next iterations.
This approach allows you to get more downloads and targeted actions in the application in a short time.
Promotion of Mobile Applications and Games Using Advertising
It is not easy to promote apps, and this is obvious. It is very difficult to influence the results of rendering, even if you collect an ideal semantic core and correctly process metadata. We can say that, to some extent, the system lives its own life. It decides who to show and for which keywords.
Still, the promotion works. This is exactly what an ASO specialist does. But in general, you can do without such complicated work and simply advertise programs, for example, through YouTube ads, social media ads, and contextual media. Of course, setting up advertising campaigns for mobile devices is also helpful. This is easier than promotion in stores, although the experience and skills of specialists are still necessary.
Tips for Building a Quality ASO Strategy
Given the great competition in the mobile software market, high-quality promotion of applications requires considerable effort. The following tips will help you make optimization more effective:
- Do not duplicate key phrases. Single keys in each field will not help the promotion, and spam can lead to lower-ranking positions.
- Save characters in meta tags, especially if the title and publisher name match.
- Check the data before publishing. Promotion is error-tolerant, so all headlines and text should be checked for grammatical errors or typos. Otherwise, the user will find your application only if he enters the wrong query in the search bar.
- Do not forget about diacritics – letters with special symbols on top. In some cases, you cannot do without them. However, most app store search engines do not consider them.
You have already taken the first steps so that marketplace users learn about you, but that is not all. Do not expect instant results from ASO. After all, ASO is about organic growth strategy and constant changes. “Done and forgotten” does not work here. It’s a continuous process of improvement, adapting to trends and changes that affect your position, among other applications.
With the help of the Netpeak agency and their quality optimization, it will be possible to reach the first lines in the application store.
Conclusion
ASO allows you to increase search traffic and user retention, reduce the cost of installation, increase competitiveness, and understand the needs of your target audience.
To understand if your app needs ASO:
- See if users are searching for similar apps in the App Store and Google Play.
- Estimate the amount of brand traffic. See the number of strong brands in your niche.
- Check the ratio of organic to inorganic traffic in your niche.
Customer experience analysis has shown that ASO increases app installs and revenue by 3-4x. Sometimes with ASO, you can achieve more significant results and even boost the number of installs by 285 times. Search promotion not only helps to increase organic traffic but also helps in product development and influences the development strategy.
Common mistakes in ASO will lead to a loss of traffic and revenue. The better you know ASO tools and understand the principles of optimization, the more app installs you will get. To do this, you can use the digital services of Netpeak Agency, which will help you to build your work in ASO correctly and avoid many mistakes.
With over a decade in the tech field, Bogdan blends technical expertise with insights on business innovation in technology.
A regular contributor to TMS Outsource's blog, where you'll find sharp analyses on software development, tech business strategies, and global tech dynamics.
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