According to Flurry Analytics, mobile app usage grew an impressive 76% last year. Nowadays mobile apps are becoming the dominant form of digital interaction and customer engagement. Developing a mobile app for your business is a great way to connect with your target audience, drive sales or boost brand loyalty. For example, you can’t make a website and immediately appear on a search engine, but you can make an app and instantly show up in app store search results. Moreover, modern people almost always have their smartphones in their pocket or bag, which means that they have access to your business 24/7. You, in turn, can remind of yourself anytime and anywhere.
Importance of App Store Optimization
It’s not enough just to create a good app for your business. You have to do some work to make the app successful and able to bring customers to your business. App Store Optimization is the process of improving the visibility of a mobile app in an app store. Just like search engine optimization (SEO), which is for websites, app store optimization (ASO) is for mobile apps. We know what makes an app visible, but the exact ranking algorithms are not clear. That is why ASO marketers, such as Evaldo Rossi, help businesses by dividing ASO in two distinct processes: keyword optimization and asset optimization.
In app store environment, there are similar factors that help you rank higher in search results. You can directly control your app name, app keywords and developer name as they have direct impact on your search rankings for a particular search phrase. MobileDevHQ says that apps with keywords in their titles rank on average 10% higher than apps without keywords in their titles. Not surprisingly, almost 50% of apps now contain some sort of keywords in their names. These are actually people who are trying to make their apps popular by reusing the titles of already popular apps. However, this can lead only to such “fake” apps’ removal due to copyright infringement.
Basically, there are two steps in the process of finding the perfect keyword set for your mobile app. First of all, you need to understand human search behavior: what is your potential customer looking for? The second step is to try to spy on your competitors to see what keywords are bringing relevant traffic to them.
Ian Sefferman, the SEO of MobileDevHQ, said, “ASO is having dramatic effects on our client apps. For those who put the time in to understand, iterate, and test, we’ve seen many apps increase their downloads by a factor of 2x-10x, and an increase of revenue by a similar, or bigger, rate due to the increase in engagement of users earned by ASO. ASO is not a simple process, and you might not see the impact overnight, but if you’re willing to invest in it, the outcome can be incredibly worthwhile”.