App Store Optimization (ASO short) aims at improving the discoverability of your app in the App Store. Often ASO is also compared with SEO (Search Engine Optimization). It is a similar marketing-related process aimed however to strengthen your web content within search engine results. In fact, both processes have some similarities, such as, for example, Keyword Research, Optimization, back links and some more. The main difference between SEO and ASO, however, is that SEO is a search engine, while ASO relates to the performance of apps in app stores like Google Play or iTunes App Store.
The aim of ASO is to enhance the searchability of an app and subsequently downloads and number of users. Experts agree here that a higher ranking in search results, the app downloads number greatly affected. Not only because users access higher results as relevant, but also because they do not have to scroll through all the available Apps.
Unlike SEO App Store Optimization is still rather new territory. Nevertheless special ASO methods to optimize discoverability of apps already spawned. Most ASO Marketing Professionals distinguish between two main processes in ASO: Keyword Optimization and Asset Optimization.
Keyword Optimization, what the term usually includes Keyword Research, describes the process of keyword search, analysis and optimization. By optimizing the keywords discoverability of the app is to be improved or optimized in search results.
Asset Optimization, it describes the improvement of the App Store in appearance. The aim is to make visitors to users. By appearance similar app icon, preview videos or screenshots are optimized to higher download rates are achieved.
App ranking in the App Store
Both the Google Play store, as well as the Apple iOS App Store use special ranking algorithms that decide if an app fits on certain search queries. The exact algorithm is not publicly known, but it was nevertheless observed that certain factors generally play a major role in these algorithms.
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