App Store Optimization (ASO) works just like how search engine optimization is for websites, albeit for mobile apps. It is the process of optimizing apps to make them more prominent on major app stores, such as App Store for iOS, Google Play for Android and Windows Store for Windows Phone. The higher the rank of your app in the app store’s search results, the higher the traffic you can get to your app and more chances of getting users who download it. As 63% of apps are discovered through app store searches, it becomes necessary to get your app to the top, or just among the top apps. App store searches drive the majority of installs.
What is App Store Optimization?
A mobile application does not become an overnight success and get a million downloads. There is a lot of hard work that goes into making an app successful. With millions of apps in each app store vying to rank above one another, you can use ASO as your secret weapon to stay ahead of the competition. ASO will increase the discoverability of your app, and let more people discover your app when they are looking for an app just like yours. This means more downloads and more installs mean more revenue. Seems straightforward, right? Well, it isn’t all that simple. Let’s understand how ASO works.
App Store Optimization is a method of marketing your app to reach the maximum number of potential consumers. Nowadays, even children know how to find new games on the Play Store by searching for it. It works on a few basic principles, which are outlined below:
- Discovery of your App: Make your app easy to discover when people search for similar apps like yours.
- Conversions: Increased visibility raises the chances of organic conversions, and knowing about the features and benefits helps Word of Mouth promotions too.
- Downloads: This results in higher number of downloads without spending a fortune on expensive marketing campaigns.
- Acquisition: Get happy customers and sales via in-app purchases and subscriptions.
Features of App Store Optimization Services
Every app is different, and each app requires a different marketing strategy. On top of that, different app stores have their own terms and conditions to follow. Being the top-rated ASO company in India, Fuel4Media has a lot of experience regarding this subject. The most important aspects of app optimization and promotion that they follow are:
Title – First impressions matter a lot. To ensure your app instantly draws user attention, they create a keyword-specific title.
Description – You have 252 characters to convince users to download your amazing app. They make the best use of it by writing the description for your app that wows your potential audience.
Keywords – They conduct in-depth keyword analysis to find the best search terms that users type while searching for app like yours. They also write the best subtitle, that uses descriptive keywords and increases the app’s chances of visibility.
App Logo and Screenshots – A shady looking app will never entice people to download it, let alone invest their hard-earned money. They work with you closely during the app design and development phase to ensure that the app has a high-definition logo and attractive and professional screenshots on the app page.
The things and services mentioned above are generally the standard for everyone providing App Store Optimization Service, and any App Store Optimization Agency will definitely do it for you. There are a lot of App Store Optimization Agencies, who offer different App Store Optimization Packages, and it is best to first understand what is best for your app.
Creating a profitable and sustainable strategy
You need to have a solid understanding of your customer base, and their needs and problems faced by them. Nobody is interested in buying a product unless it fulfils their needs and meets their requirements. Just think for a moment – will you buy a Fitness App that shows how to exercise if you are already fit, and have a personal trainer who teaches you how to do your workouts? No, definitely not!
Similarly, you need to have some unique feature or approach for your targeted customers to notice you. Nowadays, people are too busy to just notice generic apps on the Google Play Store. It has become crowded with apps trying to offer free features to woo customers.
Take the Journaling apps for example. There are a ton of them, including Journey, JournalIt!, Day One, etc. Or note-taking apps, like EverNote, Squid, Color Note Notepad, Simplenote, OneNote, etc. You need to target a specific Niche, or a group of people.
Conclusion | App Store Optimization
Some of the great app store optimization companies are Apptweak, App Annie, SEM Nexus, etc. App Store Optimization Packages can range from USD 2,000 to USD 8,000, which can help you get around 1000 to 5000 app downloads, and a host of related features like promotion and marketing.