What is ASO?
The latest reports by Statista shows that there are 1.6 million apps on the Apple Store and around 3.6 million on the Google Play Store. From this initial observation, making a mobile app visible may seem complicated, but quite the opposite is true. ASO, or App Store Optimization, is the key to becoming visible on app stores.
Simply put, ASO is to app stores what SEO is to search engines. In essence, its goal is to make your app visible so that it gets downloaded. Just like SEO, ASO has several criteria based on content, technical aspects, and authority.
So, let’s see why ASO is important for your app store rankings. Beyond this question, we will also discuss how ASO optimization is done.
Why is ASO an important strategy?
As mentioned in the introduction, ASO remains a crucial strategy for your app to be downloaded. Indeed, app optimization is vital for the following reasons:
Increased visibility: Better visibility means more potential downloads. When an app is well-optimized, it ranks higher in search results. By optimizing keywords, the description, screenshots, and other elements, you can improve its ranking. This visibility allows the app to be discovered by a larger audience, which leads to an increase in organic downloads without the need for ads.
Lower acquisition costs: A good ASO strategy generates organic downloads. This approach is especially advantageous for small businesses and independent developers with limited budgets. By reducing reliance on ads, financial resources can be allocated to other critical aspects of development or promotion.
Improved conversion rates: When potential users visit the app page, several factors influence their decision to download. A catchy and descriptive title, attractive screenshots, an engaging demo video, and a well-written, optimized description can all contribute to convincing a visitor to download the app. By highlighting the key features and unique benefits of the app, you can spark interest and build trust with potential users, which increases conversion rates.
Competitiveness: With millions of apps available, standing out is essential to survive and thrive. ASO helps differentiate an app from its competitors by showcasing its strengths and unique features. In a saturated market, it’s not enough to have a good app. You must ensure that users find it and prefer it over competitors’ apps.
Becoming visible on app stores
For an app to be downloaded, it must meet several criteria. Just like SEO, ASO is based on various key factors. These are as follows:
– Title and icon selection: These are the first visible elements of your brand. The logo and title should reflect the value and positioning of your brand. Adding a keyword to the title can help with rankings. For example, in the dating app market, competition is fierce. Adding a catchy tagline is relevant; not everyone is Tinder, Bumble, or Fruitz. Your icon should have an “eye-catching” quality.
– Using relevant keywords should be done as in an SEO strategy, both in the title and the description.
– Writing a relevant description: It should be clear and concise, explaining the app’s main features and benefits. Using bullet points to organize the information can enhance readability.
– Including engaging screenshots: These should clearly and attractively showcase the app’s key features, highlighting its main benefits to encourage downloads.
– Positive reviews and ratings significantly influence users’ decisions to download an app. Encouraging satisfied users to leave positive reviews and responding constructively to negative feedback can improve the app’s ranking.
– Regular updates show that the app is maintained and improved, creating a positive experience for users and enhancing their relationship with the brand.
Key factors to ensure visibility
As we’ve described throughout this article, there are many similarities between apps and websites. Indeed, ASO relies on criteria similar to SEO, and just like SEO, optimization doesn’t stop at a single point. For instance, if your app has constant bugs or poor user ratings, it will be downgraded in search results. Authority is crucial in both SEO and ASO, as it indicates user satisfaction. SEO and ASO converge and share a close vision on many points.
From an ASO perspective, four other key points should be monitored to ensure good rankings. These are:
– App quality: A stable, functional app that meets users’ expectations is essential. Like a website, it must meet user needs and provide a good experience.
– Technical optimization: Ensure your app is compatible with the latest versions of operating systems. If it isn’t, it won’t work.
– Localization: Adapt your app for different markets by offering translations and specific features. Additionally, not all apps are available in all markets.
– Regular updates: Provide regular updates to improve performance and add new features.
In conclusion, ASO, like SEO, is crucial for visibility and, consequently, for achieving results. These results lead to more sales if you integrate the mobile app into your strategy.
For more information on ASO or app development, our experts are here to help. Don’t hesitate to contact us so we can discuss your future app and/or app ranking project.
