What is App Store Optimization and Why is It Important?


Originally Posted By Will Harrison  | March 09, 2015  | 3-min read
Ruchi Gohri on August 04, 2020  
What is App Store Optimization and why is it important - Appy Pie

Creating an excellent app is not all that you need to do to drive traffic and bring more business. You need to make your app visible to potential customers. When a prospect comes to an app store searching for a specific kind of app and your app matches their requirements, they must find your app.

A Guide to iOS App Store Optimization - Appy Pie
ASO helps you make your app successful and the preferred one in the app store search results. The biggest challenge for app developers nowadays is making their app stand out among the millions of apps currently published on the app store. Apart from the ones already existing, app builders are also competing with the thousands of apps that are currently under development.

In this post, we will discuss what app store optimization is and why it is important for you to optimize your app. Also, the major factors and tips to help you create an excellent app store optimization strategy.

What is App Store Optimization?

App Store Optimization is an activity of increasing app conversion rates and enhancing app visibility in different app stores like App Store and Google Play Store. ASO marketing is a completely new concept in the digital marketing industry. It helps businesses increase their mobile app recognition and focus on the click-through rate of their app.

With ASO, you can optimize your mobile app ranking in your preferred app store’s search results. The better the app ranks, the more visible it is to the possible customers. Your app’s increased visibility helps you drive more traffic to your app’s page and helps you increase your business revenue.

Here is a video to help you learn app store optimization basics.

(Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

Major Factors of iOS App Store Optimization

Here are a few major factors that you need to keep in mind when optimizing your app for your preferred app store.

  1. Title
  2. Make sure that your app title, subtitle, and URL include the major keywords. This helps you improve your app store ranking in the search results.

    Watch out this video to learn how you can create an excellent title for your app.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  3. Keywords
  4. Search for the high-value keywords and update them in your app content to show the latest user search queries.

    Check out this video to understand how you can find great and competitive keywords for your app.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  5. Number of Downloads
  6. Try to update your app consistently to increase the number of app downloads.

    Watch this video and figure out how to increase your app downloads.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  7. Ratings and Reviews
  8. Good ratings and reviews help potential customers trust your brand. In your app, offer your app users a platform where they can post reviews and give your app the rating. Make sure you respond to all the reviews and keep your users engaged.

    Here is a video to help you learn how you can get good reviews on app store.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  9. Short Description
  10. Your app description should be optimized and precise. It must contain the relevant keywords and help users understand more about your app.

    Watch this video to learn how to write a great description for your app.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

Why is App Store Optimization important?

Google Play Store and App Store have over 5 million apps to download. Your app is likely to face a lot of competition. ASO marketing helps your app stand out from this competition. Here are a few major reasons why you should optimize your app.

  1. Enhanced App Visibility
  2. Users will not be able to download your app if they can’t find it. Make sure your app is easily discoverable to potential customers to achieve the success it deserves. ASO helps you optimize your app and get the best out of it.

  3. Target Wider Audience and Relevant Users
  4. ASO helps you reach out to a wider audience and lets your app be found by the right users who are searching for an app like yours. It matches your app with the searched keywords and other search terms that people may use to find your app.

  5. Increased Organic App Downloads
  6. An excellent ASO strategy can help you boost your organic app downloads and ensure positive results. Make sure you update and monitor your app regularly to get the people like it.

  7. Cut User Acquisition Costs
  8. Instead of spending extra money in publishing ads, you can focus on the organic growth of your app with the help of ASO marketing. If you have an effective ASO strategy, you can save both, your valuable time and money.

  9. Rise in App Revenue and Conversion Rates
  10. You can monetize your app in different ways including in-app purchases, in-app ads, and subscription models. A great ASO strategy helps you increase your app revenue and conversion rates.

Major App Store Optimization Strategies

App Store Optimization helps you increase downloads and improve your app visibility. For this, you need to optimize your mobile app, but do you know how to do it? Here are a few tips to help you create an effective app optimization process.

  • Choose the Unique App Name
  • There are a few things you need to keep in mind when choosing your app name. Your app name helps your brand stand out from the competition. To get the best results with ASO, the best idea is to include the major search keyword in your app name and title.

  • Optimize for Visibility & Conversion
  • You must optimize your app to improve its visibility. Enter the relevant keywords in your app’s name, subtitle, and description content. You can also add icons, images to your app details to get more installs and boost conversion rates.

  • Keyword Research
  • You must pick the relevant keywords for app store search success. While searching for keywords, you need to target high traffic, high relevance, and low competition. For app store optimization, you must use long-tail and low competition keywords.

    Here is a video to help you understand what are long-tail keywords and how you can find them.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  • Track and Monitor Main KPIs
  • Focus on all the major KPIs like competitors, keywords, installs, similar apps visibility, revenue growth, conversion rate, and much more.

    Here is a video to help you understand how you can analyze your app performance.

    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  • Understand Your Customers
  • To create an effective ASO strategy you must understand your customers and competition. You must know how your customers are using your app. Check out what language your customers prefer, what keywords they search, reasons why they are downloading your app. Try to put yourself in your customer’s shoes and understand what they have come looking for.

    To learn App Store Optimization tips in detail and go through a complete app store optimization guide read our post – The Complete Guide to App Store Optimization.

Conclusion

Just keep in mind the tips that you have gone through in this post when creating your ASO marketing strategy. Use the best ASO tools available online to get your mobile app optimization done effectively. Go through our Appy Pie Academy to learn various app store and search engine optimization courses. We have various courses for App monetization, Search Engine Optimization, Technical SEO Optimization, and much more.

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Ruchi Gohri
About The Author

Ruchi Gohri, content writer at Appy Pie, has penchant for writing. With over 4 years of experience, she plays around with words elegantly, crafting simple content for all to read. In her free time, she loves her couch either to read or catch on her sleep.

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