Having an app definitely seems to be the best decision you can make in the digitally competitive world.
Sensor Tower reports total 2018 app revenue of $71.3 billion across the iOS App Store and of Google Play Store – $39 billion in Q1 2019
Not only are the statistics compelling but also the after inception benefits. It is seen that offering users a far more easy and personalized view of your business in the form of apps, drive engagement and likewise boost sales. However, it is not as easy as it seems to be. As of now, there are more than 2.5 billion apps on the play store and where, creating and launching an app might not be worrisome, promoting and leveraging visibility is.
With so many apps up on the play store, outcasting would be difficult and this where you would need something that we call ASO. Yes, you heard me right.
ASO or App Store Optimization is the best way you can better the presence of your app on the play store. It is much like the SEO or content optimization that marketers do to enhance their content rankings. The only difference is that here you are optimizing your app so as to boost user engagement. To put it this way, ASO is basically:
- How to leverage rankings of your app on the play store (Google or Apple)
- How to turn your app capable of standing the search algorithms
Remember, the prime objective is to get discovered.
To help you on your journey of app promotion from pre Launching to post, we have an outlined few of the best ASO tactics, proven to push downloads.
Key ASO Strategies Every App Owner Must Know
Search For Proper Keywords
One of the most important elements to emphasize on while working on app promotion is keywords. As a marketer or an app owner, you need to be aware of all the potential keywords linked to your app. Users might not be aware of what name you designate your app with. The only thing they care about is the services and it is highly possible that the words fed in the search bar are the keywords or to be precise service-specific words. Now your brain might not gather all of the respective keywords. So to get hold of the entire list, what you can do is look for keywords in Google Keyword Planner.
It is one of the best tools that are available for the marketers to use and further type in one keyword, to get a list of related ones. Also, the tool highlights the frequency or organic traffic related to each of the mentioned keywords. Another way to get hold of keywords is – review mining. This works wonders as you get to know exactly what the user is looking for.
Fit The One Right – Keyword Optimization
Finding keywords are the end of the promotion or it does not mean that you can just stuff them anywhere or everywhere. It is extremely important that you know how to use these. This is what we refer to as keyword optimization.
A few things that you need to keep in mind are what and where. In order to gain more traffic, marketers prefer using long-tail keyword. By this, we mean keywords that have two or more words in it. Using long-tail keywords narrow down the possible options of app and improve the visibility of yours.
Further, it is suggested that you use keywords that have higher traffic. One that has greater search traffic holds the possibility of being typed infrequently and if you use it right, odds are that your app is the next to fit the screen.
Design Your App Name – Keyword Oriented
As we see that keywords play a crucial role when it comes to the search bar. Designing the name of your app with keywords within it increases its overall app store visibility. According to research, an app that has potential keywords in its name improves the app rankings by 10.3%. You need to be extremely careful while planning the name of the app. Whether you would go for the long-tail keywords or one that has greater search traffic. Remember, the name of the app isn’t something that you change frequently, or even change at all, so be cautious when doing the same. Perform research, have a look at your competitor’s app, and see which of the above two would be beneficial.
Google indexes app description, meaning that all you write there would appear under the lens of Google algorithm. This is advantageous in the sense that you can draft the description in a manner that has well-placed keywords. But do not simply stuff keywords. Be mindful of how are you writing the description and try to include one of the keywords for a minimum of five times. This gives Google the view that your app is different and relevant than others, improving the possibility of it being ranked at the top.
Next to name and description is the app icon. According to research, a strategically designed app icon has the potential to enhance the app traffic by 560%. Given the above, try and keep your app icon straight yet attractive. Be sure that the icon does not suffer from resolution or quality issues.
Lastly, do not forget to add a screenshot of your app. It is seen that an app having screenshots of the features and functionality rank better than others. Take a good image of you and when you embed them in the play store, add caption so that users can get an idea on what your app is, simply by viewing the screenshots.
To sum up, app optimization is a crucial aspect of launching an app. However, remember that this is an ongoing process and not a one-time investment. You to keep tracking the progress of your app and modifying the keywords or strategies you undertook to promote your app in the first place.
Vaishali Sonik is a passionate writer and explorer who has an interest in sharing the knowledge she has gathered over the years while working as the content strategist and writer at different companies. With the vision of bringing the change in the content industry, she jumped her career from M.Tech ECE Engineer to follow here passion. FYI, she portrays herself as a fun person who loves to explore all her hobbies & she has many. Follow my work here.