What is ASO and how to benefit from your applications
Optimization of the application in the store (or ASO) is an optimization process that helps to achieve a higher rank in the app store.
If you are engaged in optimization, such indicators as the rating of your application, organic settings, the number of interested users will increase. If you are familiar with SEO, then in short, ASO for applications is the same as SEO for websites.
How is the rank of applications formed? To determine the position of your application in the search, Google developed their own algorithm, which determines the position of your application in the ranking. They analyze the name and description of the application for keywords used by the user in the search query. On Google Play, the description is the main place to use keywords, and accordingly it should be optimized in the first place. The best practice to increase the effect is to repeat keywords 3-5 times throughout the description. Do not fill out your description with all the popular keywords that come to mind! You need to find a balance between suitable keywords and unique branding specifically for your application.
Another reason why ASO is important for marketing an application is because it builds user trust. The user who is looking for the application in the app store often looks at the first few search results. They are sure that Google displays them first-class applications, and then second-rate ones go. Accordingly, when your application appears in the first positions of the app store for a specific keyword, the first thought of the user is that this application is the best of its kind.
Another important point that you probably paid little attention to is the frequency of updating the application. Frequent updates indicate to the user that you are following your application and are trying to improve it. This should positively affect your rank. Updates every month or two will keep users interested in your application.
Below we have listed some key methods for ASO optimization:
Title Optimization: Including keywords in the app title.
Description Optimization: Adding keywords targeted to your application.
Video: Add a short trailer about your application, its benefits and capabilities.
Application picture: The icon should be noticeable so that your application stands out from the rest in the ranking.
Downloads, Reviews: Encourage users for the reviews they left. As for the total number of downloads, this is one of the main indicators that affect the position in the ranking. The more downloads, the higher your application in the search query results.
Media publications: Like SEO, external backlinks will increase the chance of appearing in the app store in the first positions.
Compared to other marketing methods, ASO optimization is one of the cheapest options for finding new users. As soon as your application has a high rank for a certain keyword, it will continue to hold these positions, and may even increase them, months after you finish the optimization.