App Store Optimization (ASO) is similar to SEO and shares its unstable nature. ASO is going to be another struggle against constantly changing algorithms that will have to monitored every day: the more things change, the more they stay the same.

So when monetizing and marketing mobile apps, you need to keep a vigilant eye out for the latest strategies as they emerge. But whilst it’s true that they will probably change faster than the tires on a race car, you need to know the basics so you can understand the changes. One word of caution though: watch out for black hat techniques popping up, similar to the way they did in the early days of SEO. As this marketing strategy gets off its infant legs and takes its first big boy steps, Google and other search engines will be ready to penalize you for any miss-steps.

ASO in Brief

As you’re already familar with SEO I’m sure the concept doesn’t need much explaining, but simply put, ASO is about making sure your mobile app is ranked highly in the app store and market. Then, once it’s found, the app should be appealing enough to warrant the purchase. Same formula as always: get them there, tell them what to do and then make them do it.
App Store Optimization

How To Optimize Your Mobile App

As with current SEO content, quality content is the focal point of ASO. Just because we’re in the beginning stages of ASO doesn’t mean we can go back to keyword stuffing (as anyone who has been in the SEO game long enough easily remembers). Instead, let’s take a brief look at what you do need to do in order to make sure your app gets as much exposure as it needs to sell well:

  • Keyword Development and Use: As always, keywords still play a role in optimization and ASO is no different. As of right now, the App Store and Google Play are ranking based on how focused your keywords are on the function of your app (keyword stuffing is useless when it comes to the App Store, not so much Google Play). But, as mentioned above, this could change at any minute. The key is just to do your ASO keyword research much like you do with your SEO content. You want the perfect mix of what people are searching for and what similar apps have not been optimized for. Your keyword should probably be in the name, image titles and description of your app at the least.
  • Title: As with anything online, you only have a few brief seconds to hook your viewer. Your title needs to be catchy, descriptive and irresistible all at once. The standard rules apply here: mention it’s “free” or “Lite” if it is or work in a popular app that yours is similar to e.g. “If you loved Words With Friends, You’re Going to Love…” Tell them what they are going to get, as consumers are ‘get-cetric.’
  • Marketing The App: Both inside and out of the app store, your marketing efforts will have a direct effect on your ASO. The higher your app store listing, the more your app is going to be downloaded and installed. This is simple marketing: you’re creating brand recognition for yourself. Do this by creating high-quality screen shots along with a professionally designed/looking logo or icon. Those keywords above should be worked into the site. Also, go for a “burst campaign” which is using a short-term, all-out marketing push to create a spike in your downloads and installations. This will boost your ASO and sales, leading to a steadier stream down the road.
  • Make A Good App: Okay, so this one is fairly obvious and you should be doing this anyway, but without a great product, you literally have nothing to sell but junk. You want an app that makes people talk to each other in real life. They can’t wait to tell their friends and family. You need to put value to your app otherwise it will just be uninstalled and all of your hard work will be for naught. Create an app that drives people to write great reviews.

Getting More In Depth With ASO

As we mentioned, this are just some of the basics coming into the top ASO offices around the globe so expect them to change as the algorithms for the App Store and Google Play do: daily. There’s not much more to it than that; keep an ear to the ground, an eye to the web and your great apps coming out.

If you’d like to learn more about the top ASO methods today, visit www.asoprofessional.com where you’ll find information on the latest news and trends in this new “SEO” for the app world.

 

 

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