ASO (App Store Optimization)

What is ASO?

Similar to SEO or optimization for web search engines, except ASO or App Store Optimization is the optimization within the App Store. The function of ASO is to improve the visibility of a mobile application in application stores such as the App Store for iOS, Google Play for Android, Windows Store for Windows Phone or BlackBerry World for BlackBerry. To be more specific, the app store optimization process helps to improve the visibility of the applications through the search for keywords in the store and helps the application to appear in the top positions. It takes into account metadata (name, description, keywords, icons, screenshots, updates and category) and off-metadata (downloads, un-installs, ratings, comments, inbound links, download speed, brand confidence and date of creation). The key is to make your app as visible as possible to your potential users. Sounds simple, right?

ASO is  Continuous Work

Optimizing app stores is not a “one-time” occurrence and can seem like an endless race. Today, the most common approach to ASO optimization is no approach at all. It is simply trial and error. Continuously test and experiment with your keywords and creatives to rank well, encourage positive reviews within your app through marketing automation and get more traffic to your download page. If you are not doing ASO to increase the search ranking of your application, you are missing on the largest channel of discovery. Make sure you don’t get left behind! Use ASO to increase the chances of your application reaching more potential users. Yes, it can be time consuming, but it is very important. You want your application to be in the 63% range of the applications that are discovered through search. Knowing what your users are looking for through keyword research can increase your chances of being discovered.