Importance of App Store Optimization in Mobile App Marketing Strategy

With the advancement of technology, the use of mobile applications has drastically increased, and many new apps are hitting the market every day. In such a scenario, it has become necessary for app businesses to continually update their mobile apps to retain their status among their rivals. 

If you are a company that runs the app business, you might understand the rising need for App Store Optimization (ASO), which is a crucial part of the mobile app marketing strategy. Many companies have come up with mobile app marketing services to help app businesses stay on the top. 

Importance of App Store Optimization

Puts your app in the eyes of relevant users

As the users search for an app in the app store using a keyword, the app related to that particular keyword pops on the top. If the users find the app useful, then they download it. Thus, the search in the app store is the most commonly used method for finding and downloading apps from app stores. 

With correct App Store Optimization strategies on board, your app has the chance of appearing on the search list of the right users. It influences the customers’ decisions, increasing your app’s ratings, and overall success of your app business.

Increases the number of organic downloads

Optimizing your app regularly makes it rank higher for relevant as well as different search results. Thus, it improves the visibility of your app, leading to an increased number of organic downloads. 

Increases your revenue

If you monetize your app through in-app purchases, ads, or subscriptions, then ASO will help to increase your profits from all the extra downloads you are receiving.

Stabilizes your app business

The increase in organic downloads results in increased revenue, which, in turn, helps your app business to have a more stable future. Opting for paid app promotions might have seemed to increase your app downloads in the beginning. But it is not a long-term fix. Once you stop promoting the app, then you will see a drastic drop in the number of downloads.

It is not the same case with organic App Store Optimization. Continuous efforts and regular updation of your app store page maintain the number of organic downloads that come in consistently and stabilizes your app’s rank in the search results.

How to go about it?

To improve your app’s ranking on both Google Play Store and iOS App Store, you need to take care of a few essential factors as a part of your ASO efforts.

Using relevant keywords

Research for relevant keywords that have high traffic and demand in your niche. Use these keywords in the description of your app. But do not overdo it. If you do so, then your app will be penalized, which leads to the drop in your app’s rankings. You can select these keywords by analyzing the ones used by the top players in your industry.

Listing the app in the right category

Ensure to place your app in the correct category, so it increases the chance for your app to get in the eyes of your target audience. If there are two categories that your app belongs to, then choose the one that is the most relevant to your app.

Describing the app well

The description of your mobile app should be able to compel your target audience to download the app. Make it as appealing as possible. Include all details that attract the attention of your audience.

Approaching the right mobile app marketing company

If you are new to the app business or been in this field for long but haven’t used app store optimization services to promote your app, it is time to give it a shot. Many companies offer ASO as part of the mobile app marketing services. Go through their previous works and choose the right one that suits your needs and cost. With ASO services on board, there is no looking back for your app business.

About the Author:  Keynote speaker on Digital Innovation, Blogger and independent Art Director. Working at the crossroads of aesthetics and programing to craft an inspiring, compelling and authentic brand narrative.