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App Store Optimization (ASO)

 App Store Optimization (ASO)
Perusal Tech Pvt Ltd
  • 31 Aug, 2021

Simply put, ASO stands for app store SEO, just like Google has an algorithm that shows you the best search results when you Google something. When you search for anything specific, such as meditation or fitness, each app store, Google, and Apple have their own algorithms and ways of offering you the finest apps. According to Apple, 70 percent of app store visitors utilise search defined apps, with 65 percent of downloads occurring immediately after a search. Apple search ads convert at a 50% conversion rate, demonstrating the value of organic downloads and ensuring that you're ranking for the terms you want to rank for.




App Store Optimization (ASO) is the practise of raising app conversion rates by increasing app presence in app marketplaces. App Store for iOS and Google Play for Android are the two most popular app shops. ASO focuses on click-through rate in addition to ranking high in app store search results (CTR). This implies you'll have to persuade folks to visit your app store listing after they've found it. You can do this by improving your app's name, title, icon, screenshots, and rating. You must ensure that whenever consumers go through to your app store listing page, they download or purchase it. Conversion Rate Optimization is another name for this component of ASO (CRO).


So let's take a look at ASO in more detail.


(1) USER ALGORITHM: It is, first and foremost, a combination of algorithm and user. So you know how to rank in the top search results for specific keywords, but you need also consider your user, which means considering how your user will find value in your app. Are they going to keep getting involved? Because simply collecting those downloads and ranking high for a keyword isn't enough to turn a profit. As a result, consider the algorithm as well as the user.


(2) LONG-TERM IMPACT: Because you don't always want to pay for your downloads, any successful long-term app marketing approach will include ASO. You don't want to rely on Google, Facebook, or video ad networks to drive downloads all of the time. You want to make sure you're getting some solid organic downloads, so check out some of the most popular apps. They've established a name for themselves. They've also racked up tens of thousands of downloads from pure organic sources. And you're starting to see some of the bigger firms, like Amazon, Yelp, and Spotify, optimise their app store listings so that they rank for the terms they're targeting in their app title.


(3) BRAND: All of the aforementioned apps are excellent for establishing a brand. You need to start thinking about developing a brand so that you can generate hundreds of downloads and eventually thousands of downloads simply by relying on your brand name. Playlists and Unplug Slumber are two examples. These are all fantastic apps that are not only relevant to what they do, but also rank for popular keywords like playlists, unplug, and slumber.




(1) ORGANIC INSTALLS I.E. LOWER ACQUISITION COSTS: One of the best things about ASO is that with a strong approach, you can raise your organic installs while spending no money! Once you've optimised your app, it will begin to rank higher in various search results, increasing your visibility and organic downloads while keeping your acquisition costs low.


(2) GET YOUR APP IN FRONT OF THE RIGHT PEOPLE: Relevance is the crucial word here. It's pointless to have your app seen by those who aren't seeking for it, which is where ASO comes in. All of these factors limit your chances of putting your app in front of the correct user if you don't utilise the same keyword that your target users are searching for, or if your app description doesn't convey what your app does well, or even if you choose the wrong category.


(3) INCREASED INCOME: If you monetize your app in any way, such as through adverts, subscriptions, in-app purchases, and so on, ASO will benefit you in terms of higher revenue from all the additional downloads.




(1) OPTIMIZING THE TITLE OF YOUR APP: Your App Title is the most essential aspect in your keyword rankings. In your title, you want to include the most important keywords.


(2) SUBTITLE/SHORT DESCRIPTION OPTIMIZATION: Your subtitle is a supplementary influence in how high you can rank for keywords. In today's SEO world, keywords that occur on the left and at the start of a sentence, are more essential than those that occur on the right. As a result, your most important keywords should be placed to the left of it. Because your logo appears in the search results rather than your subtitle on iOS, it's more vital to have it in the first few screenshots. After all, you don't want any branded keywords in your subtitle; you want important keywords.


(3) KEYWORD FIELD AND LONG DESCRIPTION OPTIMIZATION: On iOS, you won't be able to see keywords in the app store listing, but there is a keywords field in the app store connect that you should optimise. Keywords that appear in your title and subtitle do not need to be repeated in your actual keyword field.


The most common error beginners make when it comes to optimising the keyword field is leaving a gap between the commas. So, in the keyword area, use food comma delivery rather than food comma space delivery. Within the keyword box, you only have a hundred characters to play with. So you want to make the most of it. And including that blank space counts as a character. It's all about optimising your lengthy description. The density of keywords is far more crucial than the number of characters you employ.


(4) IMPROVING YOUR SCREENSHOTS: Screenshots are more important on iOS because they are the first three screens appear on a search result, whereas on Google Play, you don't see screenshots until you go into the actual App store listing on the search results; you only see the icon, the app name, the reviews, and so on. So optimising on Google Play isn't as critical as it is on iOS, and these things won't necessarily affect your keyword ranks, but they will help you influence your conversions. Screenshots are critical for converting a search user into a real download, especially on iOS.


(5) ASKING FOR AND RECEIVING GOOD REVIEWS FROM USERS: When your users, or potential customers, are debating whether to download your app or a competitor's app, the reviews in the search results help them make their decision. So you want to make sure you're asking for app store reviews from your users. When it comes to those high-traffic, high-competitive keywords, the app title and subtitle are crucial, but reviews will make all the difference.


(6) PLAYING WITH APP CATEGORIES/TESTING: We've seen how altering the app category to something less competitive, has impacted rankings and download velocity in the past. It has no effect on some occasions. So experiment with tests to see whether they affect your app. If this is not the case, continue to use the category that best reflects the characteristics of your app.


(7) GOOGLE PLAY - THE SMALLER THE FILE SIZE, THE BETTER: Google Play tends to target regions where internet speeds aren't as fast as they could be. As a result, the lower the file size, the better.




STEP 1: Choose 3-5 keywords for which you wish to rank.

STEP 2: Using Appfollow, look at Apple's autofill keywords.

STEP 3: Locate the app that is most relevant to your primary keywords.

STEP 4: Use Apple's suggested search advertising to uncover keywords you might wish to target.

STEP 5: Analyze rival keywords with AppAnnie.




(1) SWITCHING YOUR APP'S ICON: It's one of the first things you'll notice, especially if you're using Google Play. It's one of the only things you'll find in Apple's search results. It's something you'd like to AB test.


(2) MODIFICATION AND IMPROVEMENT OF YOUR SCREENSHOTS: The next thing you should work on is your Screenshots in the app store. You'll want to emphasise any aspects in your Screenshots that have tags or are the app's unique selling points. You'd like them to resemble banners. When it comes to screenshot optimization, you should concentrate on the first three screenshots, as the client has subsequently rebranded. However, the first three screenshots are the most significant because these are the ones that appear in the search results.


(a) The boom is shown in the first screenshot. What is the purpose of your app? It's a good idea to repeat the keywords you're optimising for. It's comparable to Google Adwords, in that you want the keyword you're searching, optimising, or bidding for on Google to appear in your title or anywhere in your description. So, whatever the major term you want to target, be sure to reiterate it in an interesting way in the first screenshot.


(b) You want to show social proof in the second and third screenshot. Because we see it everywhere on websites, but not on mobile apps, it's in one of those two screenshots. You can see featured on or the amount of customers they have on every page you visit, as well as the logos of their clientele. In your screenshots, you want to do the same thing.


(c) Finally, what distinguishes you from all of your competitors, or what is the major feature of your app that people adore? We choose to upload documents from Box or Google Drive, but take a peek at your app's storey views and competitor app store reviews to see what aspects people are raving about and highlight those in your screenshot.


(3) GOOGLE PLAY SHORT DESCRIPTION: The need of a brief description on Google Play is critical. Similar to how the subtitle on an iOS title is the most crucial, the brief description on Google Play is the second most important. Always start with social proof, but have a list of keywords in mind. Include some social proof in that short description to assist you increase downloads, and you can AB test it within Google Play. As a result, it's really simple to do within the Google Play platform. Just do it within the confines of the room.


(4) STRENGTHENING BACKLINKS ON YOUR GOOGLE PLAY STORE LISTING: What you want is for your target keyword to be the one that people choose to link to your Google Play store listing. The more respectable websites and domains that connect to you, the higher your keyword ranks will be on the internet. The same can be said for Google Play.


(5) SEARCH ADVERTISING ON GOOGLE AND APPLE: It is beneficial within Apple. You can't AB test screenshots in the same way that you can on Google. You'll need to advertise on Apple's search engine. As a result, search advertising are ideal for snapshot AB testing. With Apple, you must upload all of your screenshots for AB testing. So you're primarily interested in seeing which three screenshots should go in the first three spots on Apple. So that's what Apple search advertisements allow you to do. And it does help, since the higher your download velocity, the higher your keyword rankings will be. It doesn't have a major impact on Apple's keyword rankings, but it's something to keep an eye on. If you have a small budget, consider investing in Google AdWords, which can help you get better results, better data, and inform Google that you're relevant, as well as enhance your organic downloads.


(6) RETENTION AND MONETIZATION: Of all the items described above, this is perhaps the most significant, because it's non-ASO. Even if you don't grow downloads or have a way of growing downloads in other areas, you'll be able to grow a lucrative business by focusing on retention and monetization. These variables are currently more relevant on Google Play. All of this information is available on Google. They display all of this information on the council platform, but not as prominently on Apple, as we've noticed. It's going to become popular, especially as app stores become increasingly congested, and it'll be one of the ways Apple makes more money. When you make more money, they make more money as well. As a result, if your app is already making a lot of money for them, they'll prioritise it when people search for popular terms. So, especially on Google, you should concentrate on retention and monetization.