What Is ASO
App Store Optimization or ASO is optimizing and fine-tuning your app to enhance its presence and ranking, driving organic traffic, and increasing the number of downloads in app stores like Google Play and Apple App Store.
Ranking factors are algorithms employed by various app stores to determine the presence and ranking of an app in app stores. ASO ranking signals are used to optimize your app so that it is picked up by ranking algorithms, enhancing its presence and elevating the number of downloads.
Importance Of ASO In App Marketing
ASO plays a pivotal role in enhancing the number of downloads of your app in the app stores. It also helps in increasing brand awareness, making a presence, and engaging customers with your app. Hence playing a crucial role in-app marketing.
Research done by Google has shown that over 82 percent of people download apps that are recommended to them on the App Store or the apps they discover while browsing the App Store.
ASO ranking factors are applicable across numerous app stores like Google Play, Apple App Store, Samsung Galaxy Store, etc. Making it a universal and crucial app marketing strategy that can provide various advantages for your brand and app.
What Are The ASO Ranking Factors?
ASO ranking factors focus on enhancing the presence of the app and ranking during searches in the app store. ASO ranking factors are almost the same for numerous app stores. The various ASO techniques that you can use to enhance the ranking and presence of your app in the app store are listed below.
App Title And Name
The app title or app name should be concise and should clearly state what the app is about so that it appeals to people looking for a specific function on an app. A clear and concise app title will help your app rank higher in searches and recommendations in the app stores.
Keywords
The keywords that you enter in the app store should state clearly what your app is about, as keywords are crucial when it comes to ranking an app on the app store.
For example, if you are uploading a game on the app store you can choose its genre as the keyword like action, arcade, etc. This will increase the probability of your game getting recommended to people who are searching for a specific genre of games.
Reviews And Ratings
Reviews and Ratings have a significant influence on the ranking of your app on the app store. The first thing that people check before downloading an app are its ratings and reviews. If your app has positive ratings and reviews it will rank higher in app searches and will get recommended to more users.
Download Numbers And Growth Trends
If the growth rate and downloads of your app are exponential, it will outrank other apps in the app store even if they are present in the app store for a longer time than your app. An exponential growth in download numbers is directly proportional to the presence and recommendations of the app in the app store.
User Retention And Engagement
User Retention and Engagement are directly checked by app stores to determine the ranking of your app. If the engagement and retention of users of your app is high it will get ranked higher in searches and will be recommended to more users on the app store.
App Description
App Description plays a pivotal role in determining the rank and presence of your app on the app store. App Description is divided into Short Description and Long Description.
As the word limit for Short Description is less, try to describe the functionalities and significance of your app clearly and concisely so that it can appeal to people in a short time frame. As for the Long Description, it can be used to provide further comprehensive details about the app. A proper app description will help you rank higher in the app stores.
Visual Elements
Screenshots and preview videos of your app can help captivate a broader audience and increase the rank of your app in the app store. With appealing screenshots of your app, you can attract a larger audience as they can see the features and functionalities of your app before downloading it. As well as a well-made preview video will give comprehensive details about the user experience provided by your app.
Apple App Store Vs. Google Play: A Comparative Analysis
ASO ranking factors are mostly similar for each app store however, a few specific factors are unique for Apple App Store and Google Play. The specifics for each app store are-
- The app search result display is different for both Apple App Store and Google Play.
- A banner can be added in the Apple App Store but not in the Google Play Store.
- The app title is more important in the Google Play Store as the screenshots and descriptions do not display generic keywords.
- Google Play Store ranking factors for apps include backlinks, which are not included in the Apple App Store.
- The screenshot guidelines differ for both the Apple App Store and Google Play Store.
Unique ASO Strategies For iOS And Android
ASO ranking signals that are unique for iOS are-
- Keyword Field- The Apple App Store has a separate section for keywords where a maximum of 100 words can be added. You can utilize this to add unique keywords that will help your app in ranking higher.
- Subtitle- A unique and precise description of your app can be added in the subtitle field of the Apple App Store, which will help your app rank higher.
- App Size- Keep the size of your app under consideration, as apps with moderate size will appeal to a larger audience. And elevate in rankings in the Apple App Store.
- Cross-Localization- You can set your app in two locales to reach a global audience in the app store.
ASO ranking signals that are unique for Android are-
- Description- Google Play Store does not offer a separate keyword section, however, the description of your app is scanned to find suitable keywords that can aid in elevating the ranking of the app.
- App Size- The size of apps is not much of a consideration in Android when compared to IOS as Android generally has a larger storage space than iOS.
- App Engagement- Google Play Store ranks apps based on user experience, retention, and engagement. The higher the user engagement of an app the higher it will be rated on Google Play Store.
- Localization- Localizing your app for different regions and languages can help you reach a wider audience on the Google Play Store.
In-Depth ASO Strategies To Achieve High Visibility
Some of the ASO strategies to achieve high app visibility on app stores are-
- Optimizing App Title, Subtitle, and Descriptions- App Title is the first thing that a user sees. So it should be precise and appealing so that the number of downloads of the app will increase. As well as the subtitles and descriptions of an app should contain unique keywords so that the app can rank high in Google Searches and can get recommended to a large audience.
- Keyword Research and Optimization- It is crucial to include specific keywords to optimize your app descriptions and enhance the visibility of your app on the app store.
- Enhancing Visual Elements- Screenshots and Preview Videos can help in acquiring new customers for your app. Screenshots provide the users with an outlook of the interface of the app. Preview videos help in getting a comprehensive idea about the working and functionalities of the app. Hence appealing screenshots and a well-made preview video can attract a large number of customers.
- Encouraging Reviews and Ratings- Positive Reviews and Ratings can provide a substantial amount of assistance in elevating the downloads of your app. Users trust the ratings and reviews of the app on the app store as it gives a clear understanding of the user experience on the app. Hence it is crucial to maintain an elevated rating and positive reviews by resolving customer problems and acknowledging feedback.
- Utilizing Apple’s Spotlight Search- This ASO ranking factor is specific to iOS devices. Apple’s Spotlight Search allows users to directly search and access the apps that are installed on their devices.
Enabling this feature on your app enhances the likelihood of increased app usage, hence increasing user engagement on the Apple App Store. Which in turn leads to a higher ranking of the app in the app store.
Advanced ASO Techniques To Incorporate Into Your App
Some of the advanced ASO techniques that you can incorporate into your app to increase its visibility on app stores are-
- In-App Purchases (IAP)- It is crucial to optimize your In-App Purchases since they have their display name, promotional image, and description. And can even get featured in the Today tab in the Apple App Store hence increasing the visibility of your app and acquiring new customers with limited-time offers and deals.
- App Download Rates and Conversion Rate- Download rates are directly proportional to the hike in the rank of your app on the app store. Hence, it is crucial to maintain an elevation in the download rates. You can maintain an elevated download rate by checking the conversion rates or identifying where most of the downloads are coming from. And then using keywords and strategies to target a greater audience in these specific places where the conversion rate is the highest. This will lead to enhanced visibility of your app on the app store.
- User Retention- Constant updation and the addition of new features to your app will result in engaging users for a long time since their experience with your app is constantly improving. A greater user retention results in improving the rank of your app on the app store.
- App’s UI- Make sure that the user interface of your app is devoid of bugs and lag for a smooth user experience. User retention can affect the rank of your app on the app store, hence having a good UI will help you a lot in increasing the visibility of your app.
Difference Between ASO Vs. SEO
App Search Optimization is similar to Search Engine Optimization in a way that they both optimize apps and websites to rank higher in user searches. However, there are still some major differences between ASO and SEO. These differences are listed below-
- Keywords- Keywords in SEO can be included in numerous web pages and posts for elevated rankings in user searches. However, ASO is limited to app name, title, and description when it comes to the inclusion of keywords. So selecting keywords for ASO demands a higher degree of precision when compared to SEO.
- Search Queries- Search queries are considerably more precise in-app searches because they are for a specific app. However, search queries are broader for websites since they are usually for an answer or opinion.
- User Retention- User Retention is different for both SEO and ASO. As user experience in ASO depends on the quality and functionality of your app. However, in SEO the user experience is based on the quality of the content of your post and the response speed of your website.
Factors For ASO Algorithmic Ranking
An effective ASO strategy is crucial for attaining a presence in app stores and a higher rank in-app searches. The key aspects of an effective ASO strategy are-
- It is crucial to retain an audience that downloads your app from the app store, by providing them with a seamless and exceptional user experience.
- ASO ranking factors when used intelligently can prove to be a cost-effective strategy for acquiring customers.
- An effective ASO strategy can assist you in proactively navigating market challenges.
- A correct ASO strategy can help persuade the user to download your app.
Going International: Strategies For Global ASO
Localizing your app for different languages and regions can help you reach a global audience and increase the number of users of your app. However, targeting a global audience is not about translating descriptions and app titles.
For appealing to an audience of a specific region you have to comprehend the cultural context and specific customs of the people that you want to target. This will lead to an increase in the number of customers in the international market and target specific ASO ranking factors.
Frequently Asked Questions About ASO Ranking Factors That Improve Your App’s Visibility
ASO ranking factors are algorithms, deployed by various app stores to determine the presence and ranking of an app in app stores. With the assistance of ASO ranking signals you can increase the visibility of your app on the app store.
Some of the ASO strategies to enhance the visibility of your app on app stores are-
- Keyword Research
- Optimized App Title
- Engaging App Description
- Eye-Catching Visuals
- Localized Metadata
- User Ratings and Reviews
- App Updates
ASO plays a pivotal role in enhancing the number of downloads of your app in the app stores. It also helps in increasing brand awareness, making a presence, and engaging customers with your app. Hence playing a crucial role in-app marketing.
