The rise of mobile apps is inevitable and unquestionable, especially since most people have smartphones nowadays. With millions of active applications in online stores, you need to think about how to position yourself among the first in searches. That’s what it came up for App Store Optimization, or ASO.
These types of specialized application stores are very competitive showcases, since it is through them that users look for tools that help them carry out the most diverse day-to-day tasks.
This application optimization strategy works for all types of businesses, since there is the possibility of bringing the brand closer to the clients to fulfill what the demand: engagement, education, conversion and loyalty.
Do you want to know ASO in a more detailed way? Stay and read on, we’ll tell you everything: what it consists of, what its advantages are, and the differences between the main application stores. If you have such a program or plan to develop one, this strategy can help you.
What is ASO or App Store Optimization?
App Store Optimization, or ASO, is a search results optimization strategy for app stores, much like the it is for Google. However, there are some differences between the two.
In SEO, site optimization is for search engines like Google, Bing, and Yahoo, while ASO focuses on app stores like the Apple App Store and Google Play Store. The goal here is to increase the number of downloads and decrease the uninstall rate.
There are also differences in the structures: while for App Store Optimization it is important to pay attention to the title, description, keywords, and user reviews, SEO focuses on title tags, keyword volume, meta tags and backlinks.
In addition, the main task of ASO is to optimize the application so that it advances in search rankings. The logic is simple, the better the ranking, the more will pull the app page, which guides the user to perform the main action: download the program.
This process becomes important for all types of businesses: both those that are growing and those that already have this software. For this reason, all those who participate in development and diffusion processes need to know the App Store Optimization strategies.
What are the benefits of optimizing applications?
Optimizing to apps is very important to be found easily at the right time. Therefore, the main advantages of this process are:
Improve visibility in app stores
One of the goals of app store optimization is to rise in the ranking of the program, which has as a direct consequence better visibility. If the right user for you, that is, your potential lead, searches for an application like yours but cannot find it, they will choose another option.
On the other hand, there is also the type of user who does not know that he needs your tool, until he finds you as one of the first options and discovers your brand as the ideal solution. This is another good reason why your app should be easily discoverable.
Increase the number of organic downloads
The increase in the number of organic downloads occurs when there is an optimization strategy, such as the choice of relevant keywords (keep reading, we will return to this matter later).
With these organic downloads, the amount of investment in ads can be reduced. As a direct consequence, the CAC, or acquisition cost per user, decreases. This metric is widely used to measure the profitability of the company. And the lower the CAC, the better.
Conversion Rate Growth
Users who have downloaded organically tend to bond with the brand. A) Yes, it becomes a less complicated task. In addition, the business can become a niche reference, so it will appear more and more frequently as a recommendation to other users.
What are the main differences between the iOS and Android app stores?
We have already told you what the optimization strategy for applications consists of and its great advantages. Now, let’s focus on the difference between the app stores available today. Both the Apple App Store (iOS) and the Google Play Store (Android) put first.
Still, there are differences between the two, such as the way keywords are evaluated and the review time. Notice:
AppStore (iOS)
The iPhone and iPad app store provides a specific field of 100 characters to add keywords, but they cannot be repeated in any other field.
The title can be a maximum of 255 characters, and you will get a good rating if the keyword appears in the title. But beware: do not add all the as Apple may classify the tool as spam.
Google Play Store (Android)
The Play Store follows a process similar to that of the Google search engine, since it takes into account all the textual elements, including the way in which the keyword was used. The difference is that there are only 30 characters available.
How to make ASSO?
Now you know what ASO is, however, it is important that you know how to do it in practice. The app store optimization is very connected to the appearance of the program and does not interfere with the quality. In addition, any optimization requires attention to the requirements stipulated by specialized stores, with the aim of improving the user experience more and more.
We are talking about this because, in a matter of seconds, users analyze several points that are extremely fundamental for decision making.
So if you want to get the most out of it:
1. Have an optimization strategy
A good optimization tactic is choosing the right and most relevant keywords. That is, those that users type in the search field.
For that, it is necessary to carry out a market study and to know that is, that fictitious profile that represents who would be the ideal client for your business.
2. Make good use of the name, icon and description
Choosing the right name is also essential for ranking: a good name has the power to describe the function of the application and cause different sensations in the user, depending on the niche. Remember that it should be easy to pronounce.
The icon is equally important to increase reliability, especially since it is one of the user’s first contacts with your brand identity. The description also plays its role, and we insist: it must contain the keywords and be objective, describing the main function of the program.
3. Choose the correct category
The choice of category will influence the ranking of any software as some are more popular than others. Your tool will have fewer downloads if you put it in the wrong category, as it won’t be relevant to your ideal customer.
4. Use good quality images and videos
Here the advice is simple and powerful: bet on good quality images and videos on the page of your application. This is your time to convince the audience with visual appeals to increase the perception of the reliability of the program.
In addition, the photos and videos serve to guide the user as to how the program works more dynamically. So go for high-quality images, okay?
5. Encourage user evaluation
User evaluation has a lot of influence on the ranking of stores and the reputation of your software. In this way, it encourages repeat customers to evaluate the experience and even recommend it to friends and family.
To help the ranking even more, always answer questions and comments to be present and take care of the user experience.
Is application optimization so important?
Once you have decided to optimize your app in the stores, you will be able to enjoy all its advantages: the program will be found more easily, your buyer persona will understand that your business is the ideal solution, and the number of organic downloads will increase.
And… Speaking of optimization, did you know that there is the possibility of optimizing videos to reach the top of Google searches? From , we recommend that you do not miss the article especially focused on as it will give you many clues so that your digital business reaches the prominent place it deserves.
See you soon!
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