App Store Optimization- The key to any app success

A new era has been popped up everywhere about the effective optimization of apps in the app store (Apple store or Google Play store). Whether you are a big company or a mobile start-up, App Store Optimization (ASO) is no doubt the only efficient process for improving your app marketing in the competitive app stores.

What is ASO?

ASO is the acronym for App Store Optimization. It is a process for improving the visibility or ranking of any mobile app (For example iPhone, iPad, Android, BlackBerry or Windows Phone app). The mobile apps are targeted for the various app stores like Google Play store, iTunes for iOS, Windows store and BlackBerry World.

ASO can be defined working like Search Engine Optimization (SEO) for websites, and ASO works the same thing with the apps in the app store. There are about 5.4 million apps both in the Apple and Google store. Specifically, ASO helps in improving an app and it includes the process of gaining high-ranking for the app in the app store results page and to make the app appear on the list of the top charts.

ASO also focuses on the Conversion Rate Optimization (CRO) of the app and additionally earning an app store feature and web search app indexing can be included in the realm of the app stores. The number of apps is growing exponentially each and every day, and the sad story is- if you do not perform ASO in your app, your app will not be even found.

The Difference Between SEO & ASO.

Methods of ASO:

ASO marketers categorize their work into two different methods which are as follows:

  1. Keyword Optimization:

    One of the most important task for the ASO marketer is to optimize the keywords for the app’s metadata. The app must be ensured with relevant keywords, mix up the keywords to increase the strength of the target keyword, which is helpful to achieve high-ranking in the app stores results pages.

  2. Conversion Rate Optimization:

    In order to increase the visibility and downloads of an app, the app just needs to be optimized. The effects of optimization are measured by creating different assets, A/B testing is performed to check for the Conversion Rate for the different variant or assets.

Google Play provides the built-in with A/B testing in the Google Play Console and for Apple, we have to use third-party A/B testing tools.

Goals of ASO:

Main goals of App Store Optimization are:

  • The primary goal is to increase the visibility of an app in the search rankings and Top chart rankings of an app store.
  • It targets to drive more traffic to app store listing.
  • It optimizes the app to improve Click-Through-Rate (CTR) in app store listing.
  • ASO boosts organic downloads of an app.
  • ASO also boosts app revenue.
  • The goal also includes the optimizing mechanism to outperform the competition.
Main Targeted Goals of ASO.

Importance of ASO:

App Store Optimization (ASO) is a great factor for mobile and app marketing as it deals with the keywords of the app and the conversion rate optimization effectively and the statistics show about the percentage of app searches and app downloads from all the app stores vary from different forms but ASO is one and the only important technique.

Statistics of an App ranking by ASO & other methods.

White Hat versus Black Hat ASO:

App marketers perform ASO in two different ways:

  • White Hat ASO:

    This technique is used as they provide efficient results and are approved and accepted by most of the app stores. Different available platforms are used by the developers to get their viewers to rate their apps and provide feedback.

  • Black Hat ASO:

    It includes falsifying downloads or ratings and reviews by using bots or some other techniques to make the app stores believe an app is more important than it actually is.

In February 2012, Apple stated-

Warning app makers that using third-party services to gain top placement in App Store charts could get them banned from the store.

Google followed Apple in 2015 and started reviewing apps manually, to make sure of the app quality and reduce black hat practices.

Wrapping up

ASO turns out to be a necessary and efficient technique to achieve the high ranking for the apps in the app stores, driving more traffics and boosting organic downloads of the app. App Store Optimization (ASO) has created a new era for the success of an app in any app stores.

Well, if you want to know more about the Top 10 Tips & Tricks of App Store Optimization, Click on the button below to know & learn more-