App Store Optimisation from Novice to Ninja

By Harshul Shah

With over 3 million mobile apps in the major app stores, getting your mobile app discovered and ranking up in the app store is one of the biggest issues faced by mobile app publishers today.

If you’re in the phase of publishing the mobile app, it’s important to understand the various methods for optimizing your app store listing.
Just like people do search engine optimization in order to get their website ranking on top in google and other search engines, you need to optimize your app store listing to be discovered and visible at the top of the list in the app store.

What is App Store Optimization?

App Store Optimization is the process of improving the visibility of a mobile application such as an iPhone, iPad, Android, BlackBerry or Windows Phone app in an app store such as iTunes for iOS, Google Play for Android or BlackBerry World for BlackBerry.

Why App Store Optimization Matters Now More than Ever

Research provides that above 58% users get new apps by searching from only App Store. This makes search, in the app store, the most powerful method of exploring and downloading new apps. And so if you're not using app store optimization to boost your App's search ranking then you are missing the largest discovery channel available to your app.

App Discovery Methods - Hire Mobile Developer

Source: https://blog.kissmetrics.com/app-store-optimization/

App Store Optimization Methods

How the app store gives ranking to apps is still unknown, but there are some methods for optimizing an app's visibility in the app store.
According to ASO marketers, there are two distinct methods:

1. Keyword Optimization
2. Asset Optimization

App store optimization methods: (1) Keyword Optimization (2) Asset Optimization

Best practices for App Store Optimization:

On-Page Factors:

  • Keyword research:

Most organic traffic to your app will be the result of a simple Appstore search, so go with deep brainstorming, competitor’s research, Use Thesaurus, and Google Keyword Planner to find potential keywords for your app.
App store keyword has 100 characters limit so use it effectively.
You can avoid using space between the keywords and just use comma to separate different keywords

  • App Name and Title:

The title is a key factor in optimizing your app store presence, so give a unique and suitable name and title to your app.
You can add a few keywords in the title. Having keywords in the title has a great impact so use it most effectively.
It is observed that apps use keywords in its title are ranking higher and has better visibility over the apps that don’t use keywords in its app name title.

  • App Description:

The application description is important to be well detailed and informative rather than have it short and boring. Users that reach on your app store listing will read it so putting all the interesting information about your app will ensure that it is converting your visitor into a user.

It is still not known if the description is really indexed by crawler but it is a good idea to use the keywords sparingly in the description to increase the context specificity.

  • Localization:

Translating an app into multiple languages can greatly increase downloads and exposes an app to the larger potential audience.

If your app is available for different countries and although the app itself may not be supporting any foreign language it is a very good idea to translate the app listing information in different languages.
Both app stores display the apps with information in vernacular language on top of the list of respective country-wise stores. This increases your chances of downloads significantly so do not ignore this point.

Visuals:

  • App Icons / Logo:

    First things user notice is your icon, so make sure that your icon will be eye-catching, beautiful and memorable with interpreting abstraction of your app idea.

  • Screenshots:

    Use proper in-app screen-shot with the best quality images because it is also the first thing that user notice about any app. Make a screen-shot that should tell a visual story about your app features.
    Do not just put screenshots but add some write up above the screenshot. This will increase the user’s interest to download the app.

Off-Page Factors:

  • Number of Downloads:

    Needless to mention, app stores display the apps on top with the number of downloads. So it is one of the most important factors to display your app on top.
    There are different ways to increase your downloads with off-pace activities.
    These activities may include but not limited to,
    1) App Advertisement with CPI-based target
    2) Mobile Advertisement campaigns
    3) Participation in offline events and increasing your reach
    4) Social Media campaigns – One of the most effective ways and lesser-known approaches at present.
    We help our clients significantly with different strategies in order to increase their app downloads. Click here to contact us and discuss how we can help you to increase your app downloads.

  • Ratings and Reviews:

    Users are smart and they like to use the apps that are useful and work smoothly on their mobile phone!
    Thus, many users check the reviews and ratings first before downloading them.
    Make sure your app gets genuine reviews. In case you get a negative review, just try to engage with your users to improve your app performance.
    Do not afraid to put your answer in the comments for any negative reviews. This will help you to gain more new users because people like genuineness and they will appreciate it.

  • Tracking:

    Putting everything together is helpful when you are tracking it well. If you can track the progress of your app then you are in better control about what is working and what is not working so use a good tool to track your app.
    There are many tools available for analytics and tracking. Get in touch with us to help you about which tool you should use for a different tracking mechanism

  • Click through Rate:

    CTR lets you know how often your user actually clicks into your app. It is beneficial when your app is on a higher position. You can track how your pages are being clicked and where.

  • App Updates:

    It matters a lot that how an app is frequently updated as per its performance and user reviews. The faster you update your app, the better you gain the response from your users because users that have already installed the app don’t like to keep using the app having bugs or not performing well. The slower updates of your app may lead to a faster uninstallation rate and this will affect you badly so keep improving your app on a regular basis.

  • Usage Weights:

    This will tell you about the general behavior and view of the user regarding the application that how much the user uses the features available to the user within the application and how much time does he spends on the application.

  • Discard Rates:

    This will tell you that for how much longer duration did the user kept your application installed on his device and how many users uninstalled it.

App Store Optimization is not a one-time activity. You should work on your mobile app store listing on a regular basis and keep eyes on your competitor’s apps so that you do not lag behind.

Do post your comments, suggestions or queries in the comments and I will be happy to discuss with you over here! If you are looking for a reliable (however cost-effective) mobile app development company then click here to get in touch with us! I will be happy to assist you.

Harshul Shah

Harshul Shah is a tech geek with more than 15 years of software development experience on mobile and web technologies extensively. He is also a founder of various technical ventures including Hire Mobile Developer that provides the bespoke mobile application development services and product development to clients across the globe. Harshul has acquired in depth understanding of mobile app designing, development, marketing and app store optimization and helped numerous clients across the globe that includes some of the patent pending startups, small to mid scale businesses and fortune 500 companies.

Harshul Shah is a tech geek with more than 15 years of software development experience on mobile and web technologies extensively. He is also a founder of various technical ventures including Hire Mobile Developer that provides the bespoke mobile application development services and product development to clients across the globe. Harshul has acquired in depth understanding of mobile app designing, development, marketing and app store optimization and helped numerous clients across the globe that includes some of the patent pending startups, small to mid scale businesses and fortune 500 companies.

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