//APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

In March 2016, the number of apps in the Google Play Store was approximately 3.6 million. With such a large number of apps, getting your app visible to the users is a major issue. It is important to know how to increase visibility of mobile application, for more people to see and download it. This blog lists some of the most effective App store optimization techniques for app developers to market their apps more effectively.

App store optimization is the process of enhancing the visibility of a mobile application in the app store. The main goal of App store optimization or ASO is to optimize an app through SEO for mobile app, so that it ranks higher in the search results. This results in more traffic to your app page and thus increases the number of downloads. The main factors that increase visibility of mobile application are your title, use keywords,of  ratings and reviews. You need to pay attention to these aspects to optimize your app and increase downloads. Here are a few techniques that you can use to optimize your application:

APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

1. Understand the target audience and competition

To optimize your app properly, it is important to know about your target audience and competitors. You should have the target audience clearly in mind, while designing your app. Next, research about who will benefit from your app or is likely to download it. It helps you to know the demand for your app and what strategies you can use to increase visibility of mobile application.

Knowing your competition is important as well. A competitor analysis sets the base for the further steps of SEO for Mobile App. You get an idea of techniques that your competitors are using to optimize their apps. Surveying your competition also allows you to know what kind of keywords are being targeted. It also helps you to select the best keywords for app store optimization.


APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

2. Right app name

The right app name is a crucial factor in SEO for mobile app. Your mobile application name identifies what your app does and also increases the visibility of a mobile application. The keywords used in your title are given the most weightage by app stores, while ranking apps. It has been seen that apps using keywords rank 10% higher than apps not using them. Apple app store allows 255 characters for your title, so you can use keywords and come up with a title that is descriptive.

Google Play Store, on the other hand, gives you just 30 characters. So, you have to be concise with Google to do App store optimization. Keywords can be used in the app description in Google Play Store. While naming an app, avoid generic names or names that are similar to already existing apps. This is because generic names will make your app harder to find, in the hundreds of apps listed. Using a name similar to already existing apps might signal the app store that it is a duplicate. It may result a drop in ranks for your app.


APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

3. Compelling descriptions

Writing a compelling description with the use of proper keywords are a must for doing SEO for Mobile App. Apple gives you a 100 character limit for descriptions. It uses the title and the keywords you use in your descriptions to determine rankings. Thus, for the Apple App Store, it is important to use keywords carefully. Google gives a limit of 4,000 characters for the descriptions. Thus, as you would do while optimizing your content, it is important to add keywords naturally in the descriptions. It will increase the visibility of your mobile application.

For App store optimization, the description should be optimized for the people who will download the app. Describe your app in simple language. List all the benefits, features and convince the readers to download your app. Make sure to update descriptions after every app update, highlighting what has been changed or fixed.


APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

4. Localization

In case you are targeting a specific audience, make sure to localize your app accordingly. If your app is for users residing in the US, the keywords and vocabulary shall differ from what you would use for the audience in the UK. Use the language, which is used by your target audience to increase visibility of your mobile application. Use local phrases, cultural references and the language to optimize for a specific location. The app store provides you with an option to localize your app listing to audiences around to world. Use this option for your best advantage to appeal to customers around the world.


APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

5. Keep the app size small

If you are aiming for App store optimization, make sure to develop an app that is less than 100 MB in size. Smartphone users face problems while downloading 100 MB+ apps using cellular data. People usually go for other apps, if they find a relevant but small-sized alternative. To make the app size smaller, you can make some content downloadable after the installation. You can also reduce the graphical assets for this purpose. Professional help may have to be availed for doing this from a specialist knowing SEO for Mobile App.


APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

6. Convert visitors to users through persuasive content, screenshots, reviews

You can increase the number of downloads for your app by providing persuasive content, while doing App store optimization. Make sure your description is user-friendly and easy to understand. Add a video trailer for your app, showing off its working and features. Include high-resolution screenshots for your app to attract people.

Reviews are not only important for rankings, but also help the audience in deciding whether to download the app or not. People doing SEO for Mobile App know that Apps with better reviews and ratings are downloaded more than those with lower ratings. Ask your happy users to give reviews and ratings. Also, don’t forget to highlight positive ratings and reply to negative ones and solve their problems, in turn increasing the visibility of the mobile application.


APP STORE OPTIMIZATION: A KEY ELEMENT OF MOBILE APP MARKETING

7. Monitor results of App Store Optimization regularly

Monitor your app rankings regularly, just like you would do for a website, it is necessary to keep track of SEO for mobile app. Make changes to the keywords used, update every two months or so, and make sure to keep your descriptions up to date.

App store optimization is critical for mobile app marketing. With a good strategy and regular experimentation, you can find a mix that works for you. The success of a mobile app depends on good ASO. By following the seven techniques, you can improve your ASO and improve your app store listings significantly. You can also contact us to seek professional support from our experts.

Uni Square Concepts is an advertising agency located in New Delhi, India. By initiating The Uni Square Blog, we aim to provide a comprehensive portal where readers can educate themselves about the various aspects of advertising and marketing. The articles and blogs are written by our professional team of content writers, under the guidance of senior leaders of Uni Square Concepts.