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App Store Optimization, or ASO for short, is the process of optimizing an app or game in app stores (Apple App Store, Google Play Store, Microsoft Store) to maximize visibility, improve conversion rates, and boost organic downloads.
Basically, ASO is SEO (search engine optimization) for applications. And since the introduction of ATT, ASO has become even more important.
User acquisition is becoming more difficult than ever, as IDFA is slowly becoming obsolete and Apple is rapidly moving toward contextual orientation.
It helps increase impressions and generate more organic downloads. This means more brand exposure and, most importantly, more revenue.
Let's say someone is looking for a training app and writes “training app” in the App Store. The difference between appearing in the first position and appearing on the fifth page of results is enormous.
It's clear: improving your ranking gives you a competitive advantage. The top position is like having a restaurant right in the middle of the busiest street in the city. It lets people instantly know that you're the real deal.
On the contrary, the fifth page of the search result is the alley hidden in the shadows. No one will dare to venture there, and if they do, they will be skeptical about the quality of their food.
A higher conversion rate means more downloads and a reduction in overall user acquisition costs across all your marketing channels. To stay competitive in today's market, you need to implement this tool, especially if you don't have the budgets to compete against large conglomerates.
App store optimization and search engine optimization are conceptually very similar. SEO involves optimizing a website to improve ranking on search engines such as Google, Bing and DuckDuckGo, while ASO involves optimizing an application to improve ranking in app stores.
The biggest differences can be found in how they are executed. ASO focuses on generating organic downloads, reducing user acquisition costs and improving visibility, while the goal of SEO is to generate organic traffic and conversions on a website.
On all platforms, ASO tries to make your app's product page as informative, relevant and engaging as possible. That said, there are some differences between the Apple App Store and the Google Play Store, especially in their algorithm and ranking factors.
While the exact algorithm is not publicly available, both application classification algorithms are linked to four concepts: perceived quality, freshness, brand scale, and user value.
Here are some factors that contribute to the criteria:
Apple App Store ranking factors
Google Play Store ranking factors
Let's take localization as an excellent example of how to benefit from ASO. Consider the higher likelihood of conversions when your application's language and currency have been localized for multiple users. This small change could immediately increase the reach of your application and generate more installations.
Your application and the needs of your audience will inevitably change over time, and your ASO should do the same. It's no coincidence that the top-ranked apps in the app store maintain and update their content regularly. Its purpose is to reflect user feedback in your ASO and ensure that new features are included in the description.
Another way to learn how you can improve your ranking is by researching the practices of the highest-ranked applications in a category relevant to you. By looking at your competitor's ASO, you can optimize your content and get ahead of the competition.
Our experience ranges from maximizing organic impressions and downloads to reducing overall user acquisition costs. We excel at implementing effective ASO strategies, considering both the Apple App Store and the Google Play Store, and we understand the key ranking factors on both platforms. Our attention to details such as the strategic use of keywords, content localization and continuous optimization based on data analysis positions us as leaders in constantly improving application performance. Hiring us means getting a partner committed to placing your app at the center of attention, ensuring that your brand stands out on the bustling street of app stores.
