App Store Optimization (ASO) is a strategic process aimed at improving an app’s visibility and ranking in app store search results, thereby increasing downloads and user engagement. Much like search engine optimization (SEO) for websites, ASO involves optimizing various elements such as keywords, app titles, descriptions, and visuals to enhance discoverability. As mobile is becoming increasingly important, ASO is a crucial touch points for users. An effective ASO strategy ensures that apps not only reach their target audience but also stand out among competitors.
Things I can help with
ASO is like SEO in some ways, but in others it lives in a proverbial black box. The behavior of ASO for the different stores is not necessarily the same. You need a customized approach to each store, leveraging learnings along the way.
Keyword Research
Research and choose best keywords and combinations for your brand, including an understanding of your competitors.
Listing optimization
Optimize your app store listings so you are best positioned for success.
Automation
Automate the loose ends of ASO, like What’s New, Release Notes and other areas requiring habitual
Experimentation
Experience running 500+ AB experiments and product page optimization tests. Conversion rate optimization, requires trial and error.
Review analysis
Learn from your users in any language. Get sentiment analysis or understand the features your users really want.
Multilingual ASO support
Whether keywords or cultural nuance understand your brand’s needs for discoverability in any language.
What is ASO?
ASO, or app store optimization, is the process of customizing your app’s presence to be discovered in an online store marketplace. It requires adding keywords, screenshots and other elements.
How do keywords impact ASO performance?
In ASO, keywords are complicated. Some you get by association, others need to be explicitly added, sometimes more than once. Yet, it is crucial to your success that you rank well for related terms to your product.
What are the key elements of ASO?
Key elements include app title, description, visuals, ratings, and reviews, all working together to boost performance.
Should I localize my app stores? Are there any best practices for ASO localization?
It depends. If you are operating in multiple languages and your UI is already localized, then yes. However, if you are not ready to take on new users yet then perhaps not. Keep in mind that localization of the app stores can also contain the same language. For example, there are multiple variants of English available (i.e. US, UK, CA, AU)
Is localization for the App Store and the Google Play Store the same?
The fundamentals are similar, but they are not identical. User behavior also differs slightly in each platform.
How many app stores there?
There are many different app stores. In recent years there has been a slight decentralization, though as of today the primary two app stores are the Google Play Store and the App Store by Apple. Other notable stores are Samsung Galaxy, Huawei, Oppo, Xiaomi.
How does ASO work and what are its benefits for app visibility and organic traffic?
The algorithms for ASO are not publicly shared however there has been plenty of speculation on the internet about how they work. In general, it’s important to have the best natural keyword mix for search queries and also ensure your screenshots are optimized for conversion.
How can I track my app’s ASO success?
Use analytics tools to measure keyword rankings, downloads, reviews, and user engagement for continuous improvement. There are multiple tools on the market depending on your organization’s budget.
How can one determine the effectiveness of ASO strategies and measure conversion rates?
There are a few ways to look at ASO ‘success’. One would be how do you rank for your keywords overtime. Another might be how your conversion rate compares to competitors. Each company may have different metrics to determine whether or not they’ve been successful – factors that could affect it are industry, stage of company and scale.
Ready to do ASO?
Let’s work together to develop an ASO strategy and game plan that works for your product(s).