App Store Optimization techniques to increase the visibility of your app
5 million. That’s how many apps are currently available for download for just Google Play and Apple’s App Store combined. Users have more choices than ever and those figures are growing daily. Apple wasn’t kidding around when they came out with the famous tagline “There’s an app for that”. These days a user can just about search for any mobile app that they desire. For app owners, however, this veritable smorgasbord of apps poses a problem. The sheer number of mobile apps translates to a very, very crowded marketplace. The temptation and distraction of other apps on the marketplaces makes it hard enough for users to keep using a downloaded app, let alone “discover” a new one.
What mobile app developers and app owners sorely needed was the mobile version of SEO, or Search Engine Optimization. SEOs impact on the web world (for both marketers and users) is undeniable. The answer came in the form of ASO, and has been a godsend for app development companies who wanted to find that little something to edge out the competition.
The name, App Store Optimization
App Store Optimization (ASO) sums up the process in a nutshell. The short version is that it was created and designed to drive traffic to a mobile app store page with one goal; to convert visitors and have them download the app. The long explanation is that the ASO process increases the visibility of a mobile app by having it rank higher in app search results. This is true no matter what platform you are dealing with.
The reality is that most mobile app developers are not as good at app marketing or driving traffic as they are producing great apps, and that’s ok. Everyone has their strengths and weaknesses, but it is also a reality that in this day and age mobile app marketing tactics like ASO cannot be ignored if one is ever to survive in the current app landscape. The math is pretty simple, studies show that approximately 63% of app are “discovered” when users conduct searches in the app store. This is more than word of mouth, advertising and other such strategies combined. So in order for a mobile app to get downloaded, chances are high that it needs to be seen. For it to be visible, means that it needs to rank high in the search results. And for this to occur a proper App Store Optimization strategy needs to be implemented.
While mobile App Store Optimization companies follow an easy process and straightforward to implement, the app owner must first overcome the biggest hurdle… research. In order to know the correct mobile ASO approach to use, the developers and app owners must be, first and foremost, diligent in understanding their target customer base. Having an idea of the target user is no longer enough. They say that the “devil is in the details”, and this is especially true when determining the user base to which one is marketing to. The client must find out what these users like and dislike so mobile App Store Optimization companies can create a strategy. App owners must do their best to discern wants, needs and keywords that trigger action in these target groups. Contrary to popular belief, high level mobile app marketing tactics are not geared towards the masses. Instead strategies like mobile App Store Optimization seeks to narrow the field to those who will likely listen and act.
Top mobile App Store Optimization companies
For clients technically challenged in this field, or for those who simply don’t want to take on the task of manually launching a mobile ASO campaign, there exists App Store Optimization companies and services that are more than willing, and are very much capable, of doing the work. These mobile App Store Optimization companies are highly specialized firms that offer services and products that essentially ensure that the client’s app reaches the highest possible ranking.
A mobile ASO strategy
Whether a mobile app development company wants to tackle the issue head-on or if they want to hire mobile App Store Optimization companies is very much up to them and app owners. However, it would also be a good thing, a responsible thing even, for the client to have a firm grasp of the various factors that affect ASO today.
Keywords are very important. The client should take the task of finding, testing and protecting keywords very seriously due to the roll that they play in the ASO process. With that being said, the mobile app developer should endeavor to include as many keywords as possible into the title of the app. This one, seemingly simple tip decreases the number of competitors in your space since over 80% of apps in the app stores do not have keywords in their title.
Next when you think about a mobile ASO strategy is the visual, the icon. The app icon visually identifies the app to the user. It should be easy to understand and convey what the app, then how to go about it in the easiest way. Along with icons come with screenshots and video. While it may seem silly to some, for mobile ASO companies these two represent a good opportunity for the product to be verified in the eyes of the audience. The screenshots should be clear and concise. More importantly, they should also convey the hardships and happiness experienced by users. The screenshots and video make it possible for the audience to get the gist of the app without actually having to download and use it first. The sane goes with the mobile app description. It should be clear and concise, yet explain the situation nuances and intricacies of the subject matter. Remember that keywords are crucial if an app is to ever rank the highest in the world.
Localization also further bumps a mobile apps’ ranking. In simple App Store Optimization terms, if a user cannot understand the language, then how will an app owner ever expect them to be comfortable enough to convert? Offering content and information in another language only serves to widen the amount of people that can be touched with the ASO campaign without compromising the integrity of the original. In one case, it was shown that a mobile app increased in downloads by a whopping 767%.
Then there’s what is known as secondary factors in an ASO strategy. These do not move the needle as much as the previous but they still hold sway nonetheless. The first is the total number of downloads. This should come as no surprise, but ASO companies take into account how many downloads an app receives because the system will factor that into the search results algorithm. The second is viewer interactions. These include making comments, rating and reviews. Asking customers to leave a rating or review is often a headache in and of itself, since and is mostly due to decreased attention spans and incredibly busy schedules.
However, with a bit of planning, forethought and the right incentives, ratings and reviews can be had. From the outset, an app owner may balk at the perceived work that must be done to properly roll out an ASO campaign, but it is time and resources well spent if you hire the right firm among all the mobile App Store Optimization companies worldwide.
Find more Mobile App Store Optimization companies in our directory.