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Just like SEO, App store optimization (ASO) is meant for higher ranking of your mobile app in the Play Store or App Store search results.
Some of the factors motivating a user to download an app are:
• Top charts: A user has seen the app featured on the Play Store or App Store.
• Ad: An advertisement for the app provokes a user to try that app.
• Social - Organic: The app is promoted on social media.
The key purpose of ASO is to enhance the visibility of your mobile app for potential users. [Note: if you're struggling to generate traffic for your app, you need to know that there are other alternatives to ASO to energize your app growth.] You have to find those keywords that the visitors are searching for and related to your app. This blog post provides the top ASO tips to make your app more noticeable and boost your mobile app ranking.
#1 App name and keywords
The search algorithms of Apple and Google scan the app name for keywords when a person types the keyword and performs a search. These algorithms give top priorities to app names containing the search input.
So include some relevant keywords in your app name but do not overuse keywords in the title otherwise the app will appear spammy. You need to maintain a fine balance between branding and keywords. Some of the best keyword suggestion tools that are available online free of cost are Ubersuggest, Keyword Suggestions (only for iOS apps), and OneLook Reverse Dictionary.
The app name format should be “Brand Name: Keywords”. The app name is limited to 30 characters in iOS 11, so you can use around 20 characters for keywords after your brand name. The app name can be up to 50 characters in the Play Store.
Follow these 6 steps to find the right keywords for your app:
- Prepare your research
- Do a brainstorming
- Expand your list of keywords
- Validate your keywords
- Implement your keywords
- Measure results and optimize
#2 Pick the right category
Choose the proper category to place your app which is very useful for users who are browsing apps by category on both Google Play Store and Apple App Store. This also helps to get a better ranking for your app.
If your app belongs to multiple categories than the steps required to solve this problem are:
• Pick the category which best describes your app.
• Check the number of apps listed in other related categories.
• Now choose the least competitive category to increase the chances of your app getting ranked closer to the top.
By picking the right category or listing, you'll be able to increase your ASO organic downloads. At last, see at the estimated app worth (EAW) of the apps closer to the top position in of those categories. Putting your app in the category having the least number of apps will also benefit you. Be careful in choosing the correct category because all apps submitted on the App Store are reviewed by Apple before publishing them and a wrongly chosen category for ASO means a definite rejection.
#3 App icon
Just like the title, the app icon is the foremost impression of your app. The app icon does not have a direct effect on the app ranking but an awesome icon increases the chances of app downloads. You must prefer a graphic designer rather than an app icon generator for making the icon.
The designers hired by you should be familiar with designing an engaging app icon. Choose the app icon carefully because you get only one image to reflect the worth of your app to Play Store or App Store audiences.
Some essential tips for making a spectacular icon are:
• The icon should be simple which highlights the key feature of your app. Follow the interface guidelines, for example, an envelope image should be used for a mail service app instead of a mailbox.
• Avoid text in the icon and use a picture instead because a picture is worth a thousand words.
• Choose colors wisely since colors represent different things in different nations. So ensure localization of your app icon and color before its release in distinct countries.
It is also important to test at least four icon variants prior to app launch because it is not necessary that a particular icon you like will also be liked by your target audience. Don’t just try to copy another app’s icon too identically to stay on the safer side.
#4 App description
The beginning of your app description must initiate an emotional call to action. Keep it simple and use verbs to convey a clear meaning to consumers. The analysis done by StoreMaven reveals that only 5% of the total users click the read more button beneath the short description on Play Store and 2% on the App Store.
So, each character in the short description is important to engage users and only 252 characters are available for a short description. The users will like if you provide information that makes your app unique. Google Play Store let you use rich formatting for app description which you can utilize to create an outstanding detailed description.
App localization is a fantastic method to get high rankings in different countries. If you do want to localize the whole app, then begin by building an MVP by localizing the metadata of your app which includes keywords, title, description, etc.
#5 App screenshots and preview video
An enhanced version of your app first two screenshots can increase conversions by 25%. These should have a clear background and containing two different and concise messages about your app. Provide vertical screenshots as they are convenient to view on the narrow screens.
A great preview video will also boost the app install rates. For this, you have to use feature graphic (Google Play) or a good poster frame (iOS) as this graphic has a deep impact on visitors in deciding to watch the video. Include the best features of your app in this video and a call-to-action.
#6 App Store ratings and reviews
Ratings and app reviews have a vast impact on app downloads. Your app must have an average rating of 4-stars or 5 so that more visitors will download your app and more chances are there that they will give you 4 to 5-star ratings when you later ask them for app ratings at the correct time. You can use a tool like Apptentive to build up your app rating feedback flow.
The growing number of positive ratings and reviews has an enormous impact on your ASO efforts. The users actually downloading and trying your app will provide honest and quality reviews which means that your app provides a great user experience. So encourage maximum users you know on the App Store or Play Store to submit a good review of your app.
If you have the permission to send push notifications then one more method to get app store reviews is by sending a notification to encourage users to give a review of your app. Alternatively, you can also facilitate an in-app pop-up notification for motivating users to give good reviews.
It is recommended that the notification should appear after a definite number of times the app has been used by a user. The users opening the app often are more likely to give good reviews reflecting their experience in comparison to those who are not much familiar with your app.
You must respectfully reply to app reviews because only that user will comment on who has spent sufficient time for your app. You should try to turn negative feedbacks or one-star reviews into 5-star by understanding the user perspective and fixing the performance issues.
#7 App Indexing
The spotlight search offered by Apple helps users to find their relevant iOS apps installed on their phone. This feature is very useful for the engagement of existing users so your iOS app developers should enable NSUserActivity and enable Core Spotlight for the app to boost app store search ranking.
Both iOS and Android device users can search the vibrant content in your app with the help of Google’s Firebase App Indexing. Along with enhancing user engagement, it also allows a visitor to find your app contents whether your app is installed on his device or not. This provides a great user attainment opportunity.
#8 Use App Store analytics tools
Similar to Google Analytics for web page insights, there are a lot of potent app store analytics tools available for your mobile app marketing strategy.
Some of the top tools are:
- Appfigures
- APPlyzer
- Tune.
These tools provide very useful data for your app and can also show where you are mistaken in marketing your app.
Such tools let you inspect your app standing in relation to the competition and also provide suggestions to enhance your store ranking accordingly.
Let's wrap it up about ASO and mobile app ranking
In order to have a flourishing app with huge visibility and downloads along with revenue-generating potential, you must be cautious about your ASO strategy.
You should have a good knowledge of your target audience while defining your marketing strategy. There are definite things that have an affirmative impact on your app ranking. Implement these above mentioned ASO tips to make your app outstanding among the several apps available on Google’s Play Store or Apple’s App Store.
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