Why It Is Necessary To Have A Good ASO Strategy?

When it comes to mobile, everyone seems to think of the popular applications like Whatsapp and Instagram or some trending games. But the truth is, the mobile world is much bigger than that.

Users are spending more time in mobile applications than accessing the Internet from laptops and desktops. In addition to that, they consume more digital content from mobile apps than any other device.

Digital content may sound too wide fully appreciate its dramatic shift to mobile. But it is true. From blog posts to social posts to articles to Whitepapers, everything is read via mobile applications. More audio gets from apps as podcasts and music. Every day, users watch millions of videos on YouTube and generate views in billions. 50% of this data comes from mobile devices. Along with that, mobile devices make up 2/3rd of the revenue of Apple.

If companies are planning to create the apps, then the question here is how would the users find their applications?

Most of the mobile applications are downloaded from app stores. For Apple, there is an App Store, and for Android, there is Google Play Store. Some of the other primary ways from which people may find about the apps are

• Ads display in other apps, it can vary from mobile games to social sites

• Word-of-mouth

• Deep linking or app links from another app

For new users, the most effective channels are paid user acquisition campaign and app store discovery. The good news for the app marketing agencies and publishers is that mobile app optimization for discovery would put their app in the front of a relevant and large user base without any need to pay for installments. The reason behind is that the most applications are downloaded from the app store search.

What is App Indexing?

Google and Apple are somehow different in indexing a mobile app.

Apple completely relies on the keywords which would use in the keyword field and app title. The keyword combination used in the keyword and title field always creates the keyword matrix. The search term that includes a word found in the keyword field and a word in the title.

Whereas Google’s approach to index the mobile application tends to match more like traditional SEO. It has the app title, short description, and full description fields. It does not have keyword field.

On the other hand, Google play’s optimization is different from SEO. In this, mobile app publishers optimize the search for Google Play, not the Google web.

What are the differences between App Store search and Web search?

In Web search, generally, users write long-term words in their searches. These could be anything from "how to cook Thai cuisine" to "Hospitals near me".

In-App store search, searches are not that long. The balance is normally one-word brand/app names searches to two or maximum three-word phrases.

1. Brand/app name: "Instagram", "Facebook"
2. Features: "learn a language", "share photos"

Optimizing the application for conversion and discovery is known as "App Store Optimization (ASO)". It is similar to SEO like how it approaches the website discovery such as design, keyword. It encourages the relevant traffic to adhere to the app. But it optimizes for the mobile user behavior and app store search data.

How To Build The Mobile Marketing Strategy By Using ASO?

The primary goals in ASO are:

1. Discovery: Publishers should create app titles, write the description and complete that keyword field (only in Apple). In this way, Google and Apple know about the app and returns that app as a result of its relevant search.
2. Conversion: for this, publishers can create compelling and clear app icons, videos, and screenshots to boost the chances of the application of being downloaded.

Mobile App Optimization Based On Image

Images are about the presentation more than the optimization based on actual metadata. Probably, companies have the perfect setup for keyword-optimized metadata, but their images must be explanatory or enticing. Otherwise, they will lose the rankings. Because users will not interact with the app description and download that app.

The icon of the app should look good. It must be attractive enough to make users want to open it. The quality of the app needs to be high. Plus, the design should correlate with the name and function of the app.

Next thing is the screenshots of an app. The screenshots uploaded to the app’s page in app store should only demonstrate the flow of the app, it does not need to be exclusive.

At Last,

There are a few situations where the mobile app optimization significantly enhances the application performance and decreases load time by seconds. Therefore, the application performance testing and development are one of the fundamental parts of the development process.

Ritesh Patil is the co-founder of Mobisoft Infotech that helps startups and enterprises in mobile technology. He loves technology, especially mobile technology. He’s an avid blogger and writes on the mobile application.