The rise of mobile apps is inevitable, especially since most people have smartphones these days. With millions of apps active in online stores, it’s important to think of ways to stay at the top of the search results. That’s why App Store Optimization, or ASO, came into being.
These specialized app stores are very competitive showcases, as it is through them that users look for tools to help them carry out everyday tasks.
This app optimization strategy is useful for all types of businesses, as it allows the brand to be brought closer to customers to meet the demands of Digital Marketing: engagement, education, conversion and loyalty.
In this article, you will learn about ASO, as well as its advantages, application and differences between the main app stores. If you have one of these programs or are thinking about developing one, this strategy can help your business.
What is App Store Optimization (ASO)?
App Store Optimization, or ASO, is a search engine optimization strategy for app stores, much like SEO is for Google. However, there are differences between the two.
In SEO, website optimization is for search engines egypt whatsapp data like Google, Bing, and Yahoo, while ASO targets app stores like Apple App Store and Google Play Store. The goal here is to increase the number of downloads and decrease the uninstall rate.
There are differences in the structures as well. For App Store Optimization, it is important to pay attention to the title, description, keywords, backlinks and user reviews. For SEO, you need to pay attention to the title tags, keyword volume, meta tags and backlinks.
Furthermore, the main task of ASO is to optimize the application to improve its search ranking. The logic is simple: the better the ranking, the more organic traffic the app page attracts. This way, it is possible to guide the user to perform the main action: download the program.
This process is important for all types of businesses: both those that are growing and those that already have this software. Therefore, everyone involved in development and promotion needs to know ASO strategies.
What are the advantages of optimizing applications?
Applying optimization to applications is very important to be found easily, at the right time. Therefore, the main advantages of this process are:
Improves visibility in app stores
One of the goals of app store optimization is to improve the ranking of the program, and as a result, its visibility also improves. If the right user for you searches for an app like yours but doesn't find it, he or she will choose another option.
On the other hand, there are also those unaware users who don’t know they need your tool — until they find you as one of their first options and discover your brand as the ideal solution. This is another reason why your app needs to be easily found.
Increase the number of organic downloads
An increase in the number of organic downloads occurs when there is an optimization strategy, such as choosing relevant keywords. We will talk about this subject later, so just keep reading.
With these organic downloads, it is possible to reduce the volume of investment in advertising. As a consequence, the cost of acquisition per user (CAC) decreases. This metric is often used to measure the profitability of the company. In other words, the lower the CAC, the better.
Conversion rate growth
Users who downloaded the product organically tend to be more engaged and satisfied. This makes it easier to retain customers. What's more, the business can become a reference in the niche and will be recommended to other users more and more.
What are the main differences between the iOS and Android app stores?
We’ve already talked about defining an app optimization strategy and the major advantages. However, we haven’t yet mentioned the difference between the app stores available today. Both the Apple App Store (iOS) and Google Play Store (Android) put the user experience first.
However, there are differences, such as the way keywords are evaluated and the review time. Check it out:
App Store (iOS)
The iPhone and iPad app store provides a specific field with 100 characters to add keywords, but they cannot be repeated in any other field.