According to a Forrester study, 63% of apps are discovered through app store searches. This makes app store searches the most used method for discovering and downloading new apps. That’s why as an app developer, the most critical part of your app marketing strategy and ultimately your app’s success is app store optimization (ASO). Don’t know where to start? We’ll cover the basics.
Let’s start by breaking down the factors that contribute to your ASO.
After your icon, the first thing your potential new users will see is your app title. An old ASO method was to include as many keywords as possible in your title. However, as of September 1, 2016, Apple put an end to that by putting a 50 character limit on app titles. If you’re a well-known brand or app, this might not be an issue. People will be looking for your app by name and should be able to find you easily. However, if your app is not quite that popular yet, we recommend making the most of your 50 character limit with a balance of keywords and branding.
Pro-Tip: Don’t use any special characters in your app title (like the trademark or copyright symbol). Your app name is used by Apple to create your app URL. If you use special characters the iTunes app page will only use your ID.
In order to improve your search rankings, you need to analyze the keywords that are used most often by your target audience. If you’re not sure where to start, analyze some of the keywords used by your competitors. Make small changes weekly, adding new keywords and switching old ones out, to see if you can improve your search ranking. Make a note of which keywords cause your rank to improve.
3. Total Number of Downloads
The number of downloads your app has greatly affects your ASO, especially if there is a lot of competition in your app category or genre. For this, a good app marketing strategy can go a long way. It can improve the recognition, awareness and appeal of your app. From your app store description to your images and social media presence, there are many things you can do to reach people and drive them to action.
4. Ratings and Reviews
You want to gain more ratings but curb negative feedback. To do this, offer users a way to communicate with you from within the app. Give them a place to voice their opinion and reach out directly. This can help deter them from needing to take it to the app store. But how do you drive positive reviews? Incentivize and guide satisfied, happy users during their app experience to the app store to leave a positive rating.
These are the four factors that influence your App Store Optimization and can improve your rank amongst your competitors. Taking the time to be strategic and mindful of these factors as you scale your app is super important to reaching success. ASO doesn’t happen overnight, but with thoughtful changes over time you can get the most out of your App Store listing.