Every app maker’s living nightmare is their app not getting the recognition it deserves after being launched in the application stores. Your product can be outstanding, and your marketing program might be on point, but have you seen the amount of applications in stores? Yeah, it is huge. That’s why you need to perform ASO to make your way in stores. Its success accounts for your profit and future in development. Interested in how to provide the best conditions for your app when it’s launched and how to give it a headstart in stores? Then let’s roll.
What is ASO
App store optimization is a branch of application marketing process the primary aim of which is making your app visible and easy-to-find, and making sure it meets all the app stores’ and customers’ demands. It is vital in order for a product to get the laurels it deserves by following the presentation standards.
It is clear that most downloads (more than 60%) come from the search, and you lose a trunkful of potential users if your app is not optimized.
We’ve prepared our summary on what to consider when applying ASO, and we are glad to share it with you.
Just like search engine optimization, ASO starts with picking appropriate key words.
To make them efficient you must know exactly what your app is designed for and have an idea about how your target audience is going to search for it and actually use it.
App Store allows 100 characters for your keywords, hence why it is important to use all of them so the process is effective. Google Play allows 4000 characters for an easy-to-read product description containing keywords in it.
Here are some tips on how to make your keywords most useful:
- Don’t be repetitive. Use the allowed number of characters reasonably.
- Stay away from category names or the word ‘app’ itself.
- It’s a good idea to use a keyword in the title of your app. Research shows that apps with keywords in their titles are ranked up to 10% higher than those without ‘em.
- Use relevant keywords. Don’t try to fool your potential audience by adding hyped about keywords that actually don’t correlate with your app. That may lead to application stores rejecting to launch your app.
Title and Icon
This may be a turning point of your product’s destiny. Your logo is the first thing people notice about your application and it makes their first (and oftentimes last) opinion on it. They might even decide not to bother reading the description if the icon does not appeal to them at all.
To make it great, think about what you’d want to as the icon of an app you are going to download. Play with frames and shapes, make it stand out but don’t overdo it. The simplest designs can go really far if they have any appealing component in them.
You better work with a good designer to come up with something iconic.
The title is just as significant.
Optimizing the title has got a lot of aspects. It is allowed for the title to consist of up to 255 characters but stores advise to restrict yourself to 23 characters for App Store and 30 for Google Play. Original short names are the most catchy and easy to remember, and that’s very convenient for most of apps.
Besides, we mentioned earlier that you can add keywords to the title. In that case you have to take a hold on yourself not to stuff the title with unnecessary words.
Your product’s description is of great importance as well. Try to make first couple of sentences really catchy and convincing - these are especially significant because user can see them without opening the full application page.
Do not stuff your description with keywords. It is supposed to be a friendly guide describing main features in a way that would interest a user, not a list of terms.
Do not underestimate the impact screenshots and videos can have. Visual info is always more appealing, especially if you deliver it properly.
White Hat VS Black Hat
These are marketing terms originated from hacking industry.
Basically, white hat ASO is approved and accepted by application stores. Applying those one can hold public presentations and refer to different platforms in order to get feedback and rating.
On the other hand, black hat ASO is going into the forbidden, and app stores do not agree with such practices. Black hat is basically dirty marketing performed in order to get an app higher in the charts. Both App Store and Google Play have announced that developers using third parties to get higher ranking could get banned from the store.
Some of the black hat tactics are:
- using large brand names and logos
- implementing key words irrelevant to the app
- paid or bot installes
- byuing rates and reviews
- badmouth competitiors’ apps
Keep in mind that ASO takes time, effort and a great deal of attention. It is possible to update descritption and key words considering users’ feedback. You can even change the title, but we would think twice before actually doing so because you risk losing a big part of already gained audience.
If you have any additional questions or want to create and optimize your own app, feel free to contact us. Thunderrise Dev Team is at your service.