In the first quarter of 2021, there were 3.48 million apps available on Google Play for Android users and around 2.22 million apps for iOS users on the Apple App Store. So the dilemma facing marketing teams today is no longer whether to invest in apps. Now they are thinking about how they can make their apps easier for users to discover. This is why an increasingly popular topic is ASO, or optimisation in terms of the app shop. Read this article, whether you are new to app shop optimisation or simply want to refine your approach to ASO. Find out how to achieve higher app shop rankings and what aspects are crucial for such optimisation.
What is ASO and why is it important for app developers?
ASO is an acronym derived from the words App Store Optimisation, which means app shop optimisation.. Other terms for ASO are App Store Marketing and Mobile App SEO. In the simplest terms, ASO is about improving the visibility of an app in app shop searches, such as Google Play or the Apple App Store. The higher an app ranks in the app shop search results, the more visible it is to potential customers.
Why increase the number of app impressions? It's obvious - you can support the main goal of increasing the number of downloads. However, ASO also supports the side objectives of application developers, such as:
increased recognition of the app/brand
obtaining positive opinions and reviews
involvement of the target group
diversification of marketing channels
You already know what ASO is and what the purpose of optimisation is. So you can already guess why it is so important for app developers. Add to this the fact that, according to Google data, as many as 40 per cent of apps are 'discovered' by users when searching in app shops. In practice, this means that by neglecting ASO, you are losing the best chance of your product reaching its target group.
Fundamentals of organic optimisation activities in app shops
These are the factors that have the greatest impact on an app's ranking in the shops, so pay close attention to them.
App name and subtitle
The headline is responsible for the first impression on the web. It is what is supposed to attract users to your app. Therefore, you need to think carefully about how you name your app. Remember, too, that you are limited to the number of characters you can use (e.g. in the Apple shop it is 30 characters) and that stuffing keywords into your app runs the risk of getting it banned. In addition, users are cautious about downloading suspicious-looking apps due to privacy concerns. Ensure that the name and subtitle of the app reflect the primary keywords describing it, but still make it stand out from the rest.
Read also: Dwell time - does it affect Google position?
Description of the app
Technically, the App Store algorithm ignores the description (unlike Google Play). However, users are a completely different story. Therefore, instead of optimising solely for key phrases, focus on explaining the features and benefits of your product. You have about 250 characters to introduce it and convince the recipient that the app is worth downloading. Let the content be concise, clear, factual and focus on the user's benefits.
User ratings and reviews
These elements are an important factor for users, especially those who are not yet familiar with the app brand. Apps with higher ratings are ranked higher. This is where the dilemma arises: on the one hand, you want as many ratings and reviews as possible; on the other hand, they may turn out to be negative. This is why it is so important to ensure that users are able to interact with the developer in the app and to encourage them to leave ratings. Also remember to respond to any negative reviews. It is possible that they have appeared because of an error that you have corrected - please let the user know.
Number of downloads
This is obvious - the more downloads an app has, the greater the demand for it and the more value it will gain for the user. At the same time, its position in the search results of the app shop will improve. For this reason, it is important to integrate marketing channels outside the shop so that you can attract as many potential users as possible. Once you have gained their attention, you need to convince them that your app is what they are looking for. It is at this stage that elements such as a properly prepared description, screenshots of the app and a high number of downloads are helpful. These are signals to users that demonstrate the value of the product.
ASO - additional tips
You already know the basic elements to focus on when optimising for app shops. Learn two more tips that will positively influence the position of your product in the shop.
Ensure high-quality thumbnail images and screenshots are used to promote apps in shops, as they affect click-through rates (CTR).
Take the time to thoroughly keyword research As with SEO. You need to know which keywords are most commonly used by your target audience. Take advantage of tools such as Google Keyword Planner or Keyword Generator from Ahrefs. It is also helpful to monitor competitors.
App Store Optimisation (ASO) - position your app and get new users!
The mobile app market is growing rapidly. The sheer number of apps - some 2 million in the App Store and 4 million in the Google Play Store - and soaring advertising costs, make it more difficult than ever to effectively attract and retain users. As a result, app developers struggling for attention are turning their attention to ASO. If you too are an app developer, be sure to take an interest in in-store optimisation and take care of the elements we pointed out in the article.
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