App Store Optimization:
App store optimization is a method to enhance app visibility on app stores & increase app conversion rate. Famous app stores are Google play store for Android & app store for iOS.
The goal of ASO is to drive more traffic to your App, you can count that with CTR(Click through Rate). For that, App name, App icon, App Description, App screenshots & App ratings play important roles.
Let’s discuss a few App ranking factors to make the app top on the store’s search results.
App Store Ranking Factors for App Store and Google Play are different.
For the App store:
- App Name – Optimized with keywords & relevant name
- App URL – URL built according to app name helps users identify while sharing
- App Subtitle – Put associate keywords explaining about app purpose in a brief
- Keyword field – Write down keywords you want to target within 100 character limits
- App Description – Explanation about the App features & benefits
- Rating and Reviews – What users are talking about you influence new users
- In-App Purchase – Premium up-gradation benefits all – Developers & users
- Updates – Continue update in features or solving bugs is a necessity to be in the market
- Downloads and Engagement – Not always rank depends on no. of downloads, but it definitely impacts new users’ engagement as well as revenue from ads.
- Some Hidden factors
For the Play store:
- App Title – Optimized with keywords & appropriate app name
- Short Description – Put associate keywords explaining about app purpose in brief
- Long Description – Explanation about the App features & benefits
- Rating and Reviews – What users are talking about you influence new users
- In-App Purchase – Premium upgradation benefits all – Developers & users
- Updates – Continue update in features or solving bugs is necessity to be in market
- Downloads and Engagement – Not always rank depends on no. of downloads, but it definitely impacts new users engagement as well as revenue from ads.
- Some Hidden factors
On Meta factor /Off Meta Factors:
On MetaData factor:
App icon – The app icon is what catches maximum attention on the store, also it can be the reason to get the highest CTR.
App Title – The name of the app helps in achieving rank for particular keywords.
Short Description – It supports App name with additional keywords relating to app
Keywords (Only for App store) – To write optimized content use short tail & long-tail keywords
Screenshots & Video – to demonstrate the functionality of an app
App Description – Explaining All the features & benefits of an App having targeted keywords
Off Metadata Factor:
We can’t fetch out the exact contribution of Off Metadata factors in app ranking, but they definitely support boosting app rank.
Total number of downloads – Maximum downloads help app in ranking
Conversion rate – High conversion rate is the ultimate goal
Retention rate & engagement rate – if people are actively present on your app, that means your app has been exposed properly to the target audience.
Reviews & ratings – Here number of ratings, High ratings & positive reviews impact greatly on new visitors to make the app download decisions.
Crash rate – lesser the crash rates, fewer negative reviews & Users will be happier with the quality of an app.
Backlinks (only for Google Play) – Deep linking in mobile apps & Maximum backlinks support apps rank wise.
ASO goals:
Maximize Visibility: ASO supports apps to be more visible through the channel of optimized content & App icon precisely. Maximum visibility brings more traffic & increased CTR on the app.
Organic App Installs: ASO plays an important role to bring organic traffic to the app, maximised organic installs lowers the cost of user acquisition.
Lower acquisition Cost: If ASO is implemented correctly, app visibility improves an app begins to rank for various search queries, which may lead to an increase in app installs organically and lower the cost of user acquisition.
High Retention Rate: ASO elicits user attention, if optimized content provides exact details of what the app is offering to users & target users find the app on searching then it’s a match! Indirectly ASO helps retention rate to elevate.
How to search for Keywords:
Keywords play an essential part in any form of optimized content written for websites or applications. Keywords help you to reach your target audience by the path audiences take to search for your services online. Get the hike in visibility by using short tail & long-tail keywords in accordance with maximum used keywords by the audience.
While researching for keywords suitable to your product/brand, it provides you specific search data to answer questions like:
- What people are searching for?
- How many people are searching for it?
- What are their specifications?
Relevancy:
If you are talking exactly about what you are delivering, You can reach people who are exactly searching for the same. To avoid wrong traffic, Keyword relevancy is important. As wrong traffic will only create unnecessary havoc, and won’t benefit you much, in case your ads are running, then wrong traffic only trouble your acquisition cost with no retention.
Keyword competitiveness:
It is possible that for few keywords, there is high competition in the market for ranking on top in search results. You can either bid for keywords or go with the organic way by choosing a bunch of keywords relevant to product specifications.
Traffic & difficulty evaluation:
While finding keywords, Keywords with high traffic & lowest difficulty can be considered first
you will get the idea about traffic & difficulty associated with them using various ASO & SEO tools. If keywords are having difficulty, you can find alternative keywords with low difficulty & high traffic.
Keyword planner tool:
Google keyword planner helps to identify keywords location, language, network, duration & domain wise. Check up to 10 keywords at a time for their average monthly searches, competition & bidding price. Keyword planner tool helps considerably well to get real time keyword data to plan optimization according to it.
Keyword rank tracking:
Track keywords on a regular basis after successfully launching App for further updates in content. Keyword ranking helps in organizing keywords according to ranks. Track your App ranking with which keywords on which position on store. Regular updates assist in achieving ASO goals greatly.
Localization:
Reaching directly to global audiences in their own localized manner & introducing your app in it’s localized manner to all different country people is eminently desirable.
In addition to translation, the localization process may also include:
Complying with design and layout to properly display translated text in the locale language
Adapting sorting functions in alphabetical order of a specific locale
Altering formats for date and time, addresses, numbers, currencies, etc. for specific target locales
Adjusting graphics to suit the expectations and tastes of a target locale
Converting content to fit in the tastes and consumption habits of a target locale
Factors to consider:
Language – Translating in any language with correct formations
Currency – Converting currency as per user’s country & giving access to exchange currency country wise
DateTime – Setting up Date time according to User’s time zone
Legal Laws – Every country has different abiding laws to assure cybersecurity, one needs to understand legal laws before targeting & interacting through app localization.
App store Optimization communicates with multi-media including content, Images & video to explain users about applications in precise manner.
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