Gone are the days when mobile phones were used as a medium of communication only. Today, their level of utilization is beyond our thinking. From interacting with people sitting countries abroad to preparing powerpoint presentations, shopping grocery products, playing games, watching movies, booking shows, and even paying bills, the list is endless. Looking at the pace at which smartphones and app stores are on fire, companies today, are turning their heads to the mobile market and exploring new avenues for scaling their profits.
While developing the right app is of utmost importance, ensuring it’s visible to your customer base is a daunting task. Many pieces of research conducted by Forrester in 2013, which hold even in 2017, approximately 63% of apps are found through simple app store search making it one of the top means of discovering and downloading applications on the mobile devices.
But, from a company’s point of view, what’s the guarantee that your application is appearing on the top rank? This is where App Store Optimisation and having an ASO Expert comes into play.
App Store Optimisation (ASO) is a process that helps in improving the visibility of your mobile application on different operating systems. Just like SEO is for websites, ASO is for mobile apps. If you’re not making use of ASO for enhancing your app’s search value, you’re surely missing on a lot.
Mechanics of ASO – An Insider View
Every company wishes to drive more and more traffic to their mobile application. But not all apps can rank among the top 10. It is because there are a plethora of factors that affect the ASO of applications. Let’s start by studying these factors.
1. Understanding Customer Base and Market Competition
The first and the foremost thing that needs your attention is addressing the question of how well you know your customer base and your competition in the market. Ask yourself the following-
- 1. What’s the primary language used by your users?
- 2. How would your customers describe your app?
- 3. Why would a user download your mobile application?
- 4. What’s your competitive USP?
- 5. What are the keywords targeted by your competitors?
- 6. Can your keywords give you an edge over others?
- 7. Which keywords must make as primary ones and which should be categorised as secondary keywords?
2. Selecting the right keywords
Keyword optimisation plays a vital role in the ranking of an application. Some essential points that need your attention are as follows:-
Look for keywords with high search rank value but not particularly competitive in nature. If your application has features similar to other popular apps, add their names to your description in some innovative manner. Make use of tools that help you find the right keywords, such as Google keywords planner, etc.
An important thing to note here is that an optimal number of keyword repetition in an app store page content must be around five. Any number above this has least or no impact on the ASO.
3. An appropriate App Name
Thinking of a unique and attractive name for your application is not just a matter of its branding. For obtaining best results with ASO, it’s essential to include relevant and important keywords in the title because it’s the name which will heavily factor on the app store’s search bar.
4. Application Description
Two types of descriptions are needed for an application – short and long. A short description makes for an 80 character narrative line which describes the app in the most precise manner. On the other hand, in a long description, you have the leverage of defining your app’s USP in about 4000 characters. In both the descriptions, adding relevant keywords is important.
Additionally, most users only read the first five lines of the description. Hence, it’s essential to frame your content in a way that it displays all the vital information within the first few lines itself.
5. Improve Ranking
A simple calculation follows, the higher an app’s rating on the app store, the less volatile is its ranking will be. To get a better rating, you must ensure that your app is of good quality, in terms of both – UI and UX. Effective ways to prevent bad reviews are as follows-
- 1. Have a dedicated email address where users can reach out to you and put down their grievances.
- 2. Have a strong support system.
- 3. Make sure to update your app on regular basis.
- 4. Fix bugs.
- 5. Ask for another feedback post fixing issues.
6. Iconic Icon
There can be a colossal range of applications serving the same services like yours. It is here that your app’s icon can make a difference. Having a visually strong and attractive icon is what matter’s the most, it gives you an edge over the others.
7. Header Image– Screenshots and Videos
Moving ahead, visual elements such as screenshots and videos that are displayed on the header image, though do not hold much importance from ASO’s point of view, but in an app store, they strongly encourage downloads.
Approximately 80% of the users download an app post looking at the screenshots and video. Make sure your app displays engaging screenshots and a video that encourages users to use your app.
8. App Listing in Local Languages
To increase user engagement, it’s essential to get your app published in local languages– app’s title, its description, and screenshots particularly.9. External Promotion
It is widely believed that both Google and Apple factor in your app’s total page visits and product page backlinks when determining your search and overall ranks. Simply put, the more traffic you drive to your listing, the higher it will rank in search results. The best way to drive more traffic to your app listing is by promoting is using external platforms, such as social media and content, investing in online advertising, and soliciting press and reviews.
9. App Reviews
Get the keywords inserted in the app store reviews you wish to rank for.
We at FanTaskTick help brands increase app installs using app store optimisation services provided by our ASO experts.
A Digital Marketing Coach and Consultant, having 9+ years of experience in User Experience Design, Web & Mobile Product Management.