{"id":1983,"date":"2020-11-03T16:42:18","date_gmt":"2020-11-03T15:42:18","guid":{"rendered":"https:\/\/exafutures.com\/?p=1983"},"modified":"2021-09-07T14:59:12","modified_gmt":"2021-09-07T13:59:12","slug":"how-to-optimize-mobile-apps-app-store-optimization-aso","status":"publish","type":"post","link":"https:\/\/exafutures.com\/en\/how-to-optimize-mobile-apps-app-store-optimization-aso","title":{"rendered":"How to optimize mobile apps with App Store Optimization (ASO)"},"content":{"rendered":"\n

Within Digital Marketing, the term \u201coptimization<\/strong>\u201d is often related to SEO, ranking and indexing of content and websites.<\/p>\n\n\n\n

But maybe, not everybody knows that there is a parallel universe in which optimization is not about websites’ ranking, but about something else that, still on a daily basis, keeps us company: mobile apps<\/strong>.<\/p>\n\n\n\n

We are talking about ASO, i.e. App Store Optimization<\/strong>, that means a process, with specific criteria, in which any action increases an app’s visibility and ranking in a store \u2013 be it App Store, Google Play Store alternative ones like My App by Tencent or Huawei\u2019s App Gallery.<\/p>\n\n\n\n

Another significant example of what MarTech<\/a> is: the perfect combination of Marketing and Technology<\/strong>.<\/p>\n\n\n\n

To get an idea of the competition among ASO’s professionals, just think of this global market’s numbers: 1,96 million different apps<\/strong> are now available on App Store<\/strong>, while on Google Play Store<\/strong> the choice will be among up to 2,87 million apps<\/strong> (source:  https:\/\/www.statista.com\/statistics\/276623\/number-of-apps-available-in-leading-app-stores\/<\/a>).<\/p>\n\n\n\n

So, thinking that ASO is all about one single action or that such action should be done only once before uploading the app on a store, is completely wrong.<\/p>\n\n\n\n

Given the very high level of competition among ASO’s professionals, and considering that store specs can change any minute, supervising any smallest change on a daily basis becomes essential. It takes lots of patience<\/strong>, trying, testing, and changing even one single word, in order to improve the app’s performance.<\/p>\n\n\n\n

With this in mind, it is necessary to act accurately on App Store Optimization.<\/p>\n\n\n\n

\"Aso-App-Stor-Optimization-ottimizzazione-apps\"
Photo by Austin Distel<\/a> on Unsplash<\/a><\/figcaption><\/figure>\n\n\n\n

App Store Optimization: DOs and DON\u2019Ts<\/h2>\n\n\n\n

One of the introductory actions of ASO strategy, as well as of traditional SEO<\/a>, is certainly the attempt of understanding users’ search intent<\/strong>, as they are seeking for an app to download.<\/p>\n\n\n\n

Just like in SEO keywords’ search intent, even in this case trying to foresee what \u2013 and how \u2013 users will search for the app, can be decisive for ranking.<\/p>\n\n\n\n

  1. Words Are Important
    <\/strong>For example, on the App Store, the keywords filed is restricted to 100 characters (basically a 12\/15 words). So, it is clear how ASO is important and what a precise and meticulous work it implies.
    And, most of all, in order not to incur in rejections by the App Stores, it is necessary to avoid the following:
    – Plural of words often included in singular form
    – Class names or the word \u201capp\u201d
    – Duplicate words (e.g. avoid repeating them in the subtitle and keyword field)
    – Special characters, such as # or @, unless they are part of the brand identity
    – Unauthorized use of words registered as trademarks, celebrities’ names and other protected words or phrases – although Apple staff rarely enforces those if used in the \u2018hidden\u2019 Keywords Field
    – Words that are irrelevant for the app
    – Names of competitor apps – although Apple staff rarely enforces those if used in the \u2018hidden\u2019 Keywords Field
    – Irrelevant, inappropriate, offensive or controversial words
    \"circleme_en\" \"circleme_en_2\"<\/li>
  2. Appealing, Starting from the Name<\/strong>
    As users dedicate to any content only the time of a scroll, the app’s name must be captivating. Remember that both on the App Store and on the Google Play Store, the name of an app can include no more than 30 characters.
    The same attention given to the name, must be paid to the subtitle (still 30 characters tops) and to a description that, in very few words, should explain the app’s features and functions.
    Description should not be as brief as title and subtitle (on the Play Store, for example, it can include up to 4000 characters), but it goes without saying that the first sentence is the most important, as the user can read it without having to click to read more.
    Few frills and more content: being as specific as possible is one of the secrets for an app to be successful.<\/li>
  3. The Proper Category<\/strong>
    Every app fits in a category: it may seem like an easy choice, but fitting an app in the primary category can prove to be of great importance in order to get a good ranking.<\/li>
  4. Looks are Important<\/strong>
    The icon is one of the details that can positively impress the users and \u201cpush\u201d them into downloading an app. That is why the visual and graphic look of an app must be well-finished, turning it into a further strength for your app.<\/li>
  5. Reviews and Grading are Essential<\/strong>
    When we are picking the destination for our next travel or a restaurant for dinner, we are much influenced by the reviews we read online or by what our friends tell us. In the very same way, app reviews can influence positively our decision of downloading an app. That is why they are so important.
    But be careful: gaining them without cheating is the best way to get right to the top (source:     https:\/\/www.apptentive.com\/blog\/2011\/10\/09\/better-ratings-for-your-applications\/<\/a>).<\/li>
  6. Screenshots and Examples Make the Difference<\/strong>
    Another aspect not to be underestimated, which affects the work of ASO professionals, is the visual and graphic matter.
    Icons and screenshots that explain, illustrate and describe an app’s features and functions are essential in the process of optimization and ranking. It is not only a matter of esthetics but of user-experience: the easier for users to make a decision, the higher will be the chances for them to download your app.
    The first three screenshots, for example, the ones that are instantly visible to the user, are the most important: on them, most likely, will depend the success of an app. That is why they need to be created with bright, clear and easy to read images.<\/li><\/ol>\n\n\n\n