If you do SEO on a website, for a mobile app you would have to do ASO.

How many apps are installed on your smartphone? And on your tablet? How did you find out about them?

According to Forrester, over 63% of installations come from searches on the main app stores: App Store and Google Play,

What can we do to position ourselves for the searches made by users? The answer is ASO.

ASO stands for App Store Optimisation and is more or less the same as SEO on the web. ASO is the optimisation process of an app in order to make it appear in the first results when a user searches in app stores. The more visibility a mobile application has in the stores, the more possibilities it will have to be found by users and, therefore, will be more likely to be downloaded.

SEO vs. ASO

SEO, as all of us already know (or almost all of us), is the set of techniques that we can apply to a website so that it is positioned among the first search results on the major search engines (Google). ASO is based on the same concept but is aimed at mobile app stores.

The ASO process is like the SEO process: It doesn’t end with a single implementation. The ASO process consists of Keyword research, optimisation of the landing (tab) of our app and monitoring. Then it starts again!

Like there are some SEO factors, i.e. on-page and off-page, that we must work on in order for the SEO to work, there are ASO factors, i.e. on-metadata and off-metadata, that we will also have to work on to reach the top in Apps.

ASO factors

On-Metadata

  • App name: The name of an app contains the major keywords through which we want to be found and is also eye-catching.
  • Description: The description of an app, in the case of Google Play, must include keywords (without being spam) and, in the case of Apple, it must be used as a marketing tool to captivate users.
  • Keywords: In the case of Google Play we don’t have the “keywords” field, whereas in Apple we do. Use it with caution!
  • Name of the developer: If the name of the developer includes keywords, this is good. The developer’s career length is also an important factor. Developers with a longer career length have more “strength” in the rankings.
  • Icon: The icon does not directly affect the ASO. However, it is essential for catching the attention of users. It is usually the first thing to be noticed. Hire a good designer!
  • Screenshots: Like with the icon, the screenshots chosen for an app’s tab will not position it better, but a good selection of screenshots will make users “die” to install it.

Off-Metadata

  • Installations: The more installations and the faster we get them, the better positioned the application will be. There are different ways to achieve installations: own channels, press releases, reviews on websites/blogs, app marketing campaigns on display networks, social media, influencers, e-mail marketing, etc.
  • Uninstallations: It’s great if users install an app. It’s not so great if the uninstallation ratio is high. It is an indicator that the product (app) is not as good as it should be. Ratings and comments: The famous stars! Positive ratings directly affect the ASO of an app. Nevertheless, be careful as you can’t buy ratings! That could be understood as “Black Hat ASO” and is punishable by Google and Apple.
  • Social signals: In the case of Google Play, the more +1’s the better. In the case of Apple, the more “likes” on Facebook, this is better than better.
  • Link-building: They say the gossiping tongues that, in the case of Google Play, talk about the links receiving the URL of an application improve the ASO… Could this be true?

The ASO opportunity

ASO is a new discipline within digital marketing. However, few companies consider it in their app marketing strategies. For this reason, carrying out a good ASO strategy will allow us to hit the table and differentiate ourselves from the competition.

Posted by alfredo

Alfredo Gómez is a natural-born entrepreneur. He has a degree in both Audiovisual Communication & Tourism, and specialised in international consulting. His passion for discovering the world gave rise to BigTranslation and JuicyPosts, a translation agency and content marketing agency specialised in e-commerce, among other sectors.

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