App Store Optimization (ASO) is a critical process that involves optimizing and enhancing an app’s visibility in an app store. It can be considered as the mobile app version of Search Engine Optimization (SEO).
The main goal of ASO is to improve your app’s ranking and visibility in the app store. Each app store provides guidance on ASO best practices, as well as tools such as advertising, which can help improve an app’s ranking and visibility.
Although the exact algorithm used by app stores is unknown, several factors that drive ASO have been identified. Ongoing optimization can significantly enhance your ranking, increase organic installs, and ultimately drive more traffic to your app store page, leading to more free installs.
As with web SEO, the strategic placement of keywords is crucial to being easily discovered in the app stores. Other contributing factors include the app’s title, description, and use of images and videos. When crafting your app’s description, it is essential to consider how your target users might describe your app and what they use it for. Additionally, highlighting your competitive advantage can set your app apart from others.
Analyzing your competitors’ keywords and choosing less popular, yet still descriptive, ones can give you an edge. Running A/B testing, localizing your listing for different countries, and measuring every possible ASO KPI related to your app’s visibility can all improve your page metrics.
Finally, it’s crucial to pay attention to your competitors’ progress in the app stores and how they achieve their results. Since most app downloads are still organic, a well-executed ASO strategy can benefit your brand visibility and business metrics significantly.