App Store Optimization: A Complete Guide and Its Importance

Besides SEO, there is a special form of optimization in the app store. ASO, or App Store Optimization, is a way to increase an app's visibility and attract users. By implementing this strategy, users from various parts of the world will find it easier to find certain applications that are relevant to their search intent.

In this guide, we will discuss the uses and tips of App Store Optimization. However, there are several other points that are no less important. Here's the full discussion.

What is App Store Optimization?

ASO, or App Store Optimization, is a strategy to increase the visibility and conversion rate of apps in app stores like Google Play and the Apple App Store. Similar to SEO, ASO's strategy focuses on achieving top rankings in search results, but using a different medium, which is the app store.

With a high ranking, there will be more users who download the application. This is the main goal of App Store Optimization, which is to get as many app downloads as possible.

In addition, there are other goals that you can achieve, such as brand awareness, audience interaction through positive reviews and ratings, and diversification of marketing channels. Some of the KPIs that you can apply to your ASO strategy are:

• Number of impressions in app search results.
• Average app ranking in search results.
• The number of views on the store/product page.
• Rating or review of the application.
• The number of downloads obtained.

The Importance of App Store Optimization

You need to know that there will be more than three million Google Play applications and two million applications in the Apple App Store in 2021. With that number, of course each application will compete to appear in the top spot in the app store search results.

If you want your app to be easier for users to find, App Store Optimization is a must-do. In addition, there are many other uses for implementing ASO. Read more below:

Improve App Visibility

The large number of applications in the app store makes the level of competition even more difficult, especially if your application is in a popular category. If you don't apply the right optimization strategy, it will be difficult for your app to appear in the app store search results.

Therefore, the application of App Store Optimization will increase the visibility of the application so that more traffic and downloads are obtained.

Reducing User Acquisition Costs

There are two ways to increase the visibility of an app in the app store, which are through ads or organically. ASO's strategy focuses on increasing rankings organically.

This way, you will get more stable user growth in the long run. This strategy is also much more efficient because you don't have to spend on advertising.

Reach a Relevant Global Audience

If you're building an app for a global market, you can optimize it with the app localization process. This is part of ASO's strategy, which is useful for getting users from different countries and speaking different languages.

Increase Profit and Conversion Rate

High visibility will be useless if the audience doesn't download the app. That's why ASO's strategy also focuses on increasing conversion rates and business profits.

Optimization techniques such as writing descriptions that sell, displaying attractive screenshots, and getting positive reviews or ratings will make the audience more confident about downloading the application, so that conversions will increase.

How App Store Optimization Works

If you are familiar with how SEO works, you will find similarities to how ASO works. This is because the app store is also a search engine, only more specific to the application.

The way the app store works is divided into three stages: finding the latest or updated applications, doing indexing, and determining application rankings based on the algorithm. Your job in App Store Optimization is to make the most of these three stages in your app.

To maximize the number of app downloads in the app store, identify what ranking factors will affect app rankings. Here are some of them:

1. App quality: Quality is judged by how the app performs after it's run. Are there bugs in the application, or is the performance running slowly.
2. Update: When was the latest version of the app released and how often was the app updated by the developer.
3. Brand scale: How well the brand of the app is known to the public.
4. User signals: What signals the user gives to the app. Signals are seen from reviews, ratings, and application engagement in the app store.

Differences Between ASO and SEO

We have mentioned the similarities between ASO strategy and SEO. However, this does not mean that these two strategies are the same.

There are several different aspects between ASO and SEO, so the strategies applied to both will also be slightly different. You can see in detail the differences between ASO and SEO in the table below:

Tips to Perform App Store Optimization

If you work as an SEO specialist, especially in an application company, app store optimization can be one of the jobs you choose to take. Therefore, arm yourself with the following ASO tips:

Conduct Keyword Research

Similar to traditional search engines like Google Search, app stores rely on keywords to match a user's search with the apps available in their database.

By doing keyword research, you can find out what keywords users usually use to find similar applications. Don't forget to always evaluate the keywords used because there could be changes to the queries used by users in searching for your application.

You can use Google Keyword Planner as an App Store Optimization tool to get keyword data.

Determine Target Users

Knowing your target users will help you identify the keywords they might be using. You can also customize language style, information, and image content according to user preferences.

Get to know your target audience by using buyer personas, which are fictional characters that represent your target audience. You can include information such as demographics, psychographics, interests, goals they want to achieve, and problems they face.

Use Keywords in App Name and Description

The placement of keywords on the application page is no less important in the ASO strategy. Some areas that you can use to put keywords are the application name and description.

The right keyword placement in these two areas will make it easier for the app store robots to match your audience's search with your app page. The thing to remember is not to do keyword stuffing and to pay attention to the character limit.

Also use copywriting that is interesting, different, and highlights unique values so that the application name and description are optimized not only for the app store but also for the audience.

Show Pictures and Videos

If you want to increase the CTR, or the number of viewers who click on the application page, you should pay attention to the selected icon. You also need to take advantage of screenshots and videos to show the application interface. The selection of the right visual elements can increase the interest of the audience in downloading the application.

Increase Engagement with Audience

The application page in the app store provides rating and review features for users. As an app developer, you can take advantage of it to increase engagement with your audience.

Always try to reply to every review given by the audience, whether it is an answer to a question or an expression of gratitude for the appreciation given by the audience.

That's a complete explanation of App Store Optimization. It is important to understand that ASO cannot be run alone without other optimizations. This is because there are many shortcomings in the app store marketing channel, one of which is related to content creation.

Therefore, you need to combine it with other channels, such as websites. You can use the website to acquire potential users through content, then direct them to download the application in the app store.

The combination of ASO and SEO strategies will increase the amount of traffic and application downloads to the maximum. For that, you can use SEO services to help your application marketing efforts.