Promote your app with App Store Optimization (ASO)

15 Dec 2020

App Store Optimization, better known by the acronym ASO, refers to the listing of an application on a “Store”. Your goal is then to ensure that the positioning of your application is improved.

 

Part 1

To boost the notoriety of your website and at the same time make your activities known to a large audience, you are no doubt planning to conduct a referencing campaign worthy of the name, in particular through SEO (Search Engine Optimization).

This is an effective strategy, but you should also explore other avenues based on trends.

As the time is now for smartphone browsing and more and more businesses are creating their own mobile apps, so should you.

Note that app stores like Google Playstore or Apple Store register millions of visitors per day. If you want to take advantage of such an audience, you need to start by creating your own app. You can then use ASO or App Store Optimization. But what is it? The answers in the following lines.

app store optimization

ASO or App Store Optimization: what is it?

App Store Optimization, better known by the acronym ASO, refers to the listing of an application on a “Store”. Your goal is then to ensure that the positioning of your application is improved.

To be more precise, if you do an app store search, you will immediately see whether it is in 1st position, 10th position or last position. You can then improve this positioning by using more relevant keywords.

As a reminder, there are three “Stores” which are directly linked with the operating system of smartphones, namely Windows Store for Windows Phone, Play Store for Google and Apple Store for Apple.

You should know that among these three “Stores”, Apple’s and Google’s are the most used. As for Windows Store, less than 1% of smartphone users need it.

So if you want your app to be known to a large audience, you need to make it available on the Play Store and Apple Store.

How to optimize your application?

Now that you’ve chosen the stores where your app will be available, you can run an App Store Optimization operation. Remember that to find a specific application in an application market or “Store”, Internet users search these platforms directly.

A specific algorithm built into each store classifies the results by relevance, as when doing a search on Google or Bing. To achieve good positioning, you must then adopt the same strategy as in SEO and start by determining the relevant keywords on which you will position your application.

In other words, you are going to have to find the right terms and expressions to present and then describe your application. Rest assured, there are tools specially designed to help you find relevant keywords. Of course, you can also take advantage of more traditional search tools.

In addition, you must also study the positioning of your competitors, the volumes of searches and many other points in order to better assess the extent of the work to be done. Finding the right keywords is not enough. You still have to use them wisely.

What are the elements to take into account as part of the App Store optimization?

If you want to optimize your application dedicated to smartphones running iOS or Android, you must respect a number of elements. These determine the effectiveness of your optimization strategy. Check out some of these in the lines that follow:

The description and the sub-title of the application

If you want to succeed with your aso or App Store Optimization, be sure to select the name of your mobile app and work on its description so that it is better visible in the app stores. Note that the name and description play important roles in the SEO of your application.

For the latter to be optimized, its name and description must contain the targeted keywords. They must also provide added value, which would constitute a good element of differentiation. This strategy joins the principle of SEO.

This is because for a mobile application to appear in search results on app stores, it must contain the keyword used in the query.

Now that you’ve picked the right name and written a compelling description for your app, you need to implicitly prompt the user to download your app. To do this, go for a punchy subtitle.

Be brief, because on Apple Store and Google Play, only fifteen characters are displayed. Besides, there is a character limit and you have to comply with it. For your application to be well positioned, place your main keyword directly at the beginning of the title and subtitle.

keyword

Also, don’t forget to include your keywords in your description. You can choose the part where you want to integrate them, because the description is a little longer. In the Google Play Store, a description that includes relevant keywords is a guarantee of good SEO and allows you to improve the positioning of your application.

In contrast, on the Apple Store, it only aims to improve the user experience. In any case, you must take care of the description of your application for iPhone or for an Android smartphone in order to make users want to download it. What’s more, don’t neglect the app store keywords so that your app benefits from better positioning.

 

(to be continued…)

 

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