A Quick Guide to App Store Optimization

Take a look online at places such as the App Store and you’ll find an abundance of mobile apps available for download. These apps fall into categories based on their purpose and market positioning, features and services and target audience, which makes it easier for users to find the apps they’re looking for. Using an app store optimization guide can help you use these and other metrics to enhance your app’s visibility.

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While users can take their pick of apps that catch their eye or meet a unique need, for app owners, however, the market gets more crowded and competitive by the day, making it more difficult to win users’ attention and increase their download rates.

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If you’re looking to improve your app’s user acquisition and download rates, you need to make your app easy to find in search results and actively work to attract users to your app’s download page to increase conversions. App store optimization is the key to increasing your app’s visibility and ranking across app stores. 

What is app store optimization?

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App store optimization (ASO) refers to a set of tactics and strategies that app owners use to improve their download page’s visibility and rankings in an app store’s search results. The main objective of ASO is to increase your page’s visibility, which can boost traffic to your page. The higher the page ranks, the easier it is for potential new users to find and download it.

What are the benefits of ASO?

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Statista found that there are over 2.2 million apps available in the App Store in 2022 - meaning that it’s getting increasingly competitive for app owners vying for visibility within search results. 

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On top of this, it’s been found that approximately 60% of App Store downloads came from direct searches on the platforms in 2021, according to a study by SensorTower. 

With places like the App Store being as saturated as it is, this makes improving your ASO even more crucial to stand out and improve your app’s on-site performance. 

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If implemented correctly and consistently, app store optimization does offer an array of benefits, including:

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• Improved search engine visibility - the higher your page ranks in search results, the more visible it is to users which can improve traffic to your page and increase organic-driven downloads and conversions.
• Quality leads and users - ASO can put your page in front of the right users. It can help you to nurture and move high-potential leads who are more likely to convert into users to your app’s download page. It does this through a combination of organic and paid search optimization efforts.
• Sustainable growth - app store optimization is not a one-time effort, it’s a continuous growth strategy implemented with ongoing performance reviews and amendments to processes to improve conversions. Over the long term, it can foster sustainable app growth through consistent downloads and user acquisition.

How to optimize your app store ranking

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Users are constantly searching for apps that cater to their needs and interests within app store search engines. To increase the likelihood of your app being found by the right users, here are a few key strategies to optimize your app store ranking and location in results: 

Utilize the right keywords 

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Before you can make any direct edits or improvements, you need to know what keywords your target audience is using to find your app - and then employ them yourself. Incorporating target keywords into your app’s page will help potential users to find your page more easily. You should also be researching what keywords your top competitors are using and see if they fit with your users’ search intent. 

Optimize your page’s title and description

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When indexing app pages in search results, search engines look at a page’s specific metadata, and your page’s title is the most important one. Your title should include your app’s name and a related keyword that has a high search volume. 

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Remember to keep the title length under 25 characters so it's entirely visible in search results, but avoid keyword stuffing here which could penalize your page - the goal is to write a creative, compelling title that tells users what your app is about while staying within the character limit. 

Include visual content like icons, graphics and screenshots

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Adding visuals like icons and screenshots to your app’s page will make it more distinct and memorable to users. Incorporating your app’s logo and brand colors will help to differentiate it from competitor apps and make your page more eye-catching to users at the same time. 

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Adding screenshots also gives users a look at your app’s interface and features which gives them an idea of what to expect if they download it. 

Ready to unlock consistent user growth and downloads through strategic ASO?

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Remember that these strategies need to be implemented, reviewed, evaluated and amended constantly to achieve long-term success with app store optimization. These, along with other strategies like SEO and backlink generation, work in tandem to boost your page’s visibility and the chance of it ranking high in search results. 

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These efforts are ongoing and require time and careful analysis - both of which can take your focus away from other core processes. 

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At Appic, we utilize in-depth, data-driven optimization strategies that improve your app page’s onsite performance and unlock consistent growth and scaling. Chat to us about your app’s features and capabilities, and we’ll show you how we can leverage ASO to fuel its development. 

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