What is App Store Optimization?

October 12, 2015 / Comments Off on What is App Store Optimization? / Category: Mobile App

Your app’s success hinges on several factors, one of which is its visibility in search results. With over 2.5 million mobile apps in the Apple App Store and Google Play, combined, getting your app discovered is a huge challenge. App developers and publishers continue to grapple with this problem and finding very little results. But with the emergence of App Store Optimization (ASO), there is a concrete solution.

ASO is the process of improving the ranking of mobile apps in app store search results. It makes use of methods like optimizing icons and app descriptions, keyword tracking, and incentivizing users to rate and review, just to name a few.

Here are the key reasons for using APO methods.

Increased Visibility

Although users follow the app recommendations of friends and authoritative sites and personalities, the most popular method of discovering apps is still by browsing in the app store. Applying ASO methods gives the app a better chance of being found by potential users.

Increased Downloads

The greater the visibility in search results, the higher the chance of conversion through actual installs. This has a considerable effect on ranking, and top ranked apps always get more downloads. It’s a wonderful cycle.

Surpass Competitors in Ranking

App developers who make use of ASO can crush competitors in ranking in the app store. Those who are not on board the ASO train will find themselves scrambling to correct their costly mistake.

Higher Ranking for Specific Keywords

Keywords still matter in ASO. Using specific keywords in the app description can result into higher ranking for that specific keywords, consequently increasing visibility and download.

Relevant and Targeted Users

Since APO works in such a way that the app increases its visibility to people who searched for it, it shows that the targeted users are reached, thereby increasing the likelihood of downloads.

The process is evolving, so some of the techniques now may change in the near future, but until then, current APO methods are known to work and must be utilized.