With over 5 million apps available to download, users have access to a virtually unlimited amount of options. So getting your newly launched app any kind of visibility will require implementing the right kind of ASO, or app store optimization.
App store optimization is often considered the SEO of app stores. Rather than ranking high on Google’s search results page, ASO helps your app rank high in the iOS App Store or Google Play results page. The more targeted and intentional your ASO is, the more people will discover your app.
Like SEO, ASO also uses keywords derived from what your target audience might type into the search bar to find an app like yours. For example, someone looking for an organizational tool might type in “calendar app” or “to do list.”
ASO is optimized within the App Store or Google Play when you go to publish your app, and using it is all about understanding a few key points.
The Goal of ASO
By making your app more visible and discoverable by the right people, ASO aims to increase your user downloads.
It’s no secret or surprise that most of us utilize the search bar in an app store to find an app to download. Upon typing in a query, the app store compiles a list of apps it thinks the best match what you were searching for. What some people don’t know is that the rank an app has on that result list has to do with its number of downloads. That’s why the top five results you’ll see will have the most downloads, and those at the bottom will have the least.
Obviously, when you launch your app, you’re going after as many downloads as you can get. A good goal to set is getting enough downloads to get into those top five results, and implementing strategic ASO can get you there.
Understand Your Target Market Audience
The number one thing you must do to properly implement ASO is to understand who you’re optimizing this app for. And that means diving into some necessary (albeit time-consuming) target market research.
Target market research is a process of discovering and identifying your ideal app user. You want to cover the basic demographics like where they live, what they do for work, how old they are and what their annual income is. But you also want to dive a little deeper and really get clear on what they want from your app.
Here are a few questions to help you figure that out:
# What problem is my app solving, and why does the user want to solve this problem?
# What does the user believe this app will help them do?
# Who does the user believe this app will help them be?
# What does the user struggle with that this app will help them with?
# What fears does the user have surrounding this problem?
Additionally, you should think about the problems your app is aiming to fix and how it will bring more ease into your customers’ lives. For example, at Zutobi our DMV practice test app will solve the problem for many teen and new drivers who need help on the licensing journey by making studying easier and more accessible. We provide features that our users have expressed interest in, such as online tests and other practical info.
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Check Keyword Relevancy
A keyword is of no use to you if it’s not relevant to what your app provides. So don’t just look at the traffic when choosing a keyword to optimize for ASO. Look at the search results and how relevant they are to your app.
Ask yourself: can you see your app appearing among those results?
For example, one of our markets that we are after is to help users who are preparing for a motorbike driving test. The ranking for “motorbike” shows up as a lot of search in some tools, but when you actually look at what ranks for it, it’s just games. It wouldn’t be relevant to an app like ours at all.
When you’re choosing a keyword, try measuring post-install events from the keywords within analytics. We’ve found certain keywords to be more valuable and relevant using this strategy.
The best way to know whether or not a keyword will work is to try a bunch of different keywords and see how you rank on them.
You never know how well you will actually rank before you try it. Some tools give you an estimate, but those estimates aren’t always accurate. So experiment and test keywords on your own, and if you think it could be good, listen to your instinct and go for it.
Improve User Experience
While optimizing for ASO is important, it’s just as important to make sure the people who are actually using your app like it.
In fact, user retention is a key aspect of strategic ASO. Higher ratings and better engagement statistics are important, and both algorithms look into the retention of users.
To continuously improve your app, make sure you’re reading the reviews and engaging with users. Don’t be afraid to ask them what you could improve on or what issues they’re having. Being communicative and transparent is a great way to build loyalty with your user base and provide them with an app they can help build, grow and become even better.
A/B Test Everything
A/B testing will help you figure out what it is your customers are responding to. There are tons of tools out there, but if you can’t afford one, simply utilize the in-built A/B testing tool on Google Play.
We have had great success with A/B testing. We’ve tested everything from app icons to app names to app descriptions to even App Store screens. Nothing is off-limits, and every test will get you closer and closer to understanding what it is your customer wants.
However, you should be careful about testing too much at once if you don’t have a lot of users. Wait until your user number increases, so you’re not basing all of your decisions on just a handful of people.
Be Data-Informed, Not Data-Driven
Data is great and can really help you see where your app is working and where it’s falling short. However, data cannot decide all matters. You must have a strong vision of the brand you want to create.
We’ve seen apps that “trick” their way into a download with screens and messaging that hit ASO but don’t align with the brand or what the app provides. While that may look good on the download statistics, it can actually hurt your app store optimization and brand since those users are likely to realize the app isn’t what they thought it was and delete it very quickly.
It helps to think about the broader picture and the kind of brand you want to create in the future. Then use that knowledge to create an ASO strategy that fits your brand and reaches your desired target audience.
Find Low-Hanging Fruit
And finally, you’ll want to find the low-hanging fruit, i.e. the keywords with low volume but highly relevant to your application.
With so many apps available, you can’t expect to compete with established applications when you first release your app. Focus instead on the more specific, niche keywords with your ASO to build your downloads before reoptimizing for those bigger target audience.
Conclusion
The app store optimiztion for your app will depend on what you’re trying to accomplish with the application. If you want more visibility in search results, then target high-volume keywords that are related to your product and use a mix of long-tail keywords. But if you need increased downloads or revenue, focus on low-volume but specific keywords that are an ideal fit.
It’s time to get down and dirty with implementing some strategies in order to optimize your rankings on the App Store.
