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HomeApp Store Optimization13 Steps to Perfecting Your App Store Optimization

13 Steps to Perfecting Your App Store Optimization

This post was originally published on The Next Web. friends and mobile When it comes to ASO, there are two types of people: one who will admit that they don’t know what it is, and the other who will tell you that it’s basically the same as SEO, just for Appstores. While the latter is partially true (not to mention, a very easy way to explain the concept to those unfamiliar with the term), the real story behind ASO is complex, insightful, and interesting. much more. The main difference between SEO and ASO lies in what happens Later users to your website (or app page, in our case). For SEO, that’s where the process ends. The point behind including certain keywords in the text is to make sure your site appears among the top search results for relevant (and sometimes unrelated) queries. In the Appstore, however, the fun has only just begun. Our aim is not to generate app page traffic, but instead to ensure your app is discovered by relevant, loyal users who will not only visit the site app but also continue to install your app and use it on a regular basis. It’s not about traffic, it’s about conversions. iphone screen In other words: to really optimize your app store page, you need to pay attention to the different aspects that will come into play during a potential user’s visit. The following list details the key steps in creating a creative, engaging, and informative experience that will do just that:

keyword research

Okay, this part To be quite similar to SEO. Using specifically designated tools like SensorTower and App Annie, your page content should include relevant, searchable terms to lead potential users to your app. The trick here is to strike the right balance between different levels of traffic and difficulty. Some words are worth the competition, but choose your battles wisely. Miss: Most of the organic traffic to your page will be the result of a simple Appstore search, so give it all you have.

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app description

Keyword research is great for generating the best results from the Google and Apple algorithms, but the real ones will read describe your application and decide whether to install your product or not is up to humans. That’s why stuffing keywords into your content, which in turn creates a confusing app description, is such a lousy (but very common) approach to ASO. Miss: Potential users don’t know or don’t care about keywords. They want the app asking for access to their most sensitive information to be serious and smart. Don’t write text that might suggest otherwise.

App Icons

Make sure your icon is iconic. It will do more than give the user a feel for the content of the app. Here’s one way to turn a flat logo into an eye-catching one: create a smaller canvas surrounded by a frame and allow your logo to “break” the frame and create an interesting 3D effect. Miss: As potential users scroll and check out different options, your icon is the first (and sometimes only) thing they notice. You must stand out.


Many apps out there treat screenshots as a feature list, which is unfortunate and inefficient. Instead of using simple in-app shots, which may not be great at first, make the most of this space and treat it like another advertising platform. Unfamiliar brands should pay more attention to this opportunity to shine. Miss: Just like you would never use a plain, bland banner, don’t let such an important part of your app page become boring and predictable. Use screenshots to tell a story.

video intro

If you choose to invest resources in creating trailers, our advice to you is to put users before Apple. A recent study we conducted proved that Apple doesn’t enforce its own guidelines and quickly approves videos that contain footage that goes beyond the old footage in the app. Miss: Your trailer not only allows users to see what your product can do, but it also shows how innovative the people behind it are. Keep potential users informed and entertained.

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competitive research

Keep your friends close and your face-to-face competition closer. The best way to know what you should (and shouldn’t) do in the Appstore is to keep an eye on what your competitors are doing and uncover certain keywords you may be missing. Use existing measurement tools as well as your own common sense and update your app page accordingly. Miss: It’s good to see what the current standard is and then do something completely different to become an Appstore superstar.

Rate and 5 start rating

When users visit your app page, they check the user experience first very carefully. Not only that, on Google Play, the review section is very visible and prominent. Make sure to highlight positive reviews and respond to negative ones immediately. Miss: Users expect you to be ready to respond in an hour, so if there are a lot of reviews (and users, congratulations!), consider appointing a staff member to handle that review.

App name

Your app name should be easy to remember, catchy, and informative. It should also include top keywords as part of your title. With the strict character limit on Google Play and Apple’s unpredictable approach – choosing the right name for your app is one of ASO’s biggest challenges. Don’t try to pick a title based solely on what sounds catchy and interesting, take the time to research your category and see how your chosen keywords can affect ranking. . Miss: Only the first characters of the title you choose will be visible to users, so keep it short and engaging.


Choosing the right category for your application will affect your rating for that particular arena. Choose the right category based not only on what is most relevant, but also on the level of competition and the revenue generated. In addition to the main category, Apple introduced subcategories as part of iOS 8, dividing the Appstore into sub-segments and allowing developers to rank highly in specific areas. Miss: The category you’ve chosen helps potential users better understand what your app does and allows them to find you in a relevant search.

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mobile marketing Determining the value of your application to users is difficult. With so many free apps available, asking users to pay for your app seems crazy. However, to be featured in the “apps on sale” section, you must first name your price. Make sure to properly price your products, and launch special deals and discounts during the holidays. Miss: If your app is on sale, make it part of your PR plan and get featured on the “app is out of free” post.


App developers and marketers must speak the language of their users, literally. The UK and US Appstores require separate keyword research, and if your target audience speaks Korean – so should your app description. Miss: There is no “one size fits all” in ASO. Include local phrases, slang, and cultural references to suit specific locations.


We don’t want to discourage you, but your ASO efforts never really end. In fact, once your description, screenshot, and title are ready – you can get started. Make sure to continuously measure and optimize your results, try different keywords, and change the description and creative content accordingly. Miss: It’s a trial and error business. The saying “you never succeed if you don’t try” has never been more true. For app developers to fully understand what drives potential users to install an app, treat your app page like the storefront on the busiest avenues in your area and apply Use each section of our guide as a way of engaging window shoppers. Focus on creating an emotional shopping experience for your users and you are bound to see immediate results.



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