Discovery is a byword for success for an app developer. The rate at which his or her app is getting discovered in the app store will rate its popularity. The app stores a veritable warehouse storing and indexing millions, the last count was around 2 million, of apps of various hues and moods. With smartphones taking over our lives the app is now a veritable part of lives influencing most of our activities. It does seem that there is an app for every occasion.
In such a situation, how will an app stand out? There are quite a few processes which app development companies do to ensure app visibility. However, at times they do ignore the best beginning. The ASO or App Store Optimization or mobile app optimization which every app development company must know about.
Application marketing is a continuous procedure and in recent time, the business does not complete just by building up a good mobile app. Marketers usually face the situation while planning a viable app marketing strategy. There are two distinct areas where they have to promote it which, contain both the Internet and the App Store.
What Is App Store Optimization or ASO?
ASO is a process of optimizing the apps so that they rank higher in a store’s search result. In layman's term, this will mean driving more customer traffic to the app. This will help the consumer to take specific actions in regards to the apps. Either by downloading the app or rating and reviewing it.
ASO depends on a lot of consumer behavior and their search trends. Hence a lot of keywords and phrases will be included by the ASO specialist to push traffic up for the app.
Why Is Worth it or Is it at All?
Forrester states in their survey that 63% apps were discovered through the app store searches. Google Search Head, Ankit Jain, puts it subtly. He said in a recent tech seminar that for an average app, search actually makes up the majority of installs.
That would primarily mean that if ASO is not being used, then the greatest leverage the app has, the app store is basically being wasted. It is the greatest source of visibility the app will ever have. And to waste this opportunity is simply ignorance, to put it bluntly.
How Does App Store Optimization Work?
There are few factors which work for ASO.
Yes, the title of the app. It must be short and it must be quirky. It will let the designer’s creativity flow and make the app unique.
Keywords must be placed in the title but before it is done, research is needed. Keywords are game changers and putting them in the title will be helpful. The title should be limited to 25 words or less. As one would not want to have the title cut off during meta searches.
Extremely important. As suggested above, indeed the game changer. Keywords directly influence the search trend of users. Rankings are the direct result of keywords. They will require time and patience as ASO is a patient game. Consumer behavior and trends will be tracked and then words and phrases will be put into the body and title of the app.
The Time of the Launch
How many apps does the company’s genre have? If they are, for instance, thinking to take an app out with the prefix ‘Clash Of’, they must remember that there are already a few apps with similar names. There is Clash of Clans, Clash of Kings, Clash of Kingdoms and more. Companies would probably be investing in a different name altogether that can help their app get more visitors. It is important to decide a name that people actually search for more in the app store, and it could significantly increase app downloads.
There are a few other factors but these are the ones no one will have control over, namely the number of downloads, ratings, and reviews.
ASO is a patient game. If played well, the field becomes wider.