How to increase your organic reach with App Store Optimization?


To get above the fold, smart owners focus their efforts on app store optimization. By optimizing keywords, icons, and other assets, the apps are being optimized to ensure that they secure a prominent spot in the app store.

However, before you go nuts by stuffing keywords in your app description or think up ways of getting your app highlighted in the app store, there are some app store optimization basics that you need to learn and master.

Previously it was assumed that long-tail keywords could hack the algorithm of Google. However, as algorithms evolved, it was clear that just using keywords is not enough.

What is App Store Optimization (ASO)?

App Store Optimization is also known by other names such as App Store Marketing and Mobile App SEO. The core focus of App Store Optimization is to increase the ranks of the mobile application in the app store and iTunes. The apps are created especially for Android, iPhone/iPad, and Windows phone.

Mostly, people focus on app store optimization to boost downloads, but the goals extend to include:

• Increasing the brand
• Enhancing the engagement of users
• Getting positive reviews and rating

If you still need some motivation to indulge in app store optimization, here’s some food for thought: In the year 2017 alone, there were 270 billion app downloads, a significant boost from 224.8 billion in 2016.

When you compare this to the decline in social media growth, you will be able to conclude that ASO should be your priority, regardless of the size of your business.

In-Store App Store Strategies Research has revealed that iPhone apps generate 75% more income than Android ones. This alone can be a good reason to opt for app store optimization.

While optimizing apps, here are a few pointers which you can leverage to make your app more prominent in the app store:

What is App Store Optimization (ASO)?

If you still need some motivation to indulge in app store optimization, here’s some food for thought: In the year 2017 alone, there were 270 billion app downloads, a significant boost from 224.8 billion in 2016.

When you compare this to the decline in social media growth, you will be able to conclude that ASO should be your priority, regardless of the size of your business.

In-Store App Store Strategies Research has revealed that iPhone apps generate 75% more income than Android ones. This alone can be a good reason to opt for app store optimization.

While optimizing apps, here are a few pointers which you can leverage to make your app more prominent in the app store:

App URL, name and the subtitle

The app store focuses on mobile apps that have positive reviews and fresh ratings. Ensure that users who’ve used your app, review it for the next potential user.

App downloads:

More downloads would bring your app in front of the radar. They would like to know more about your app. They will be curious as to why people are using your app, and they will do the same to follow the trend.

A specialized App is easy to Optimize

A specialized App is easy to Optimize

A quick way to highlight your app in the app store is to develop a specialized app, such as a Calendar app or Google maps. For instance, pick a famous publisher like ESPN and make a mobile app for them, or a radio app, or even a live video app.

However, if you’re going for one app, ensure that you put everything into it. Since it is a specialized app, it must offer some unique benefits. Take the Waze app as an example. It’s used for navigation, just like Google Maps, but what sets the Waze app apart is its updates from law enforcement activities, the speed cameras, speed limits, and traffic accidents.

One major mistake that app owners need to avoid

The biggest mistake that people make while doing app store optimization is not utilizing the website for bringing traffic to the app page. Create a sperate landing page that will direct users to the app download section.

Don’t treat your website as something separate. It is an integrated part of your marketing strategy. By using the website, you can drive users deeper into the sales funnel and engage them to buy/download your app from app store.

As we all know, the content in the app store is limited to app stores. So, using content from a landing page can leverage the app awareness and discovery of your mobile app. This can act as a traffic magnet and create app authority without spending any extra budget.

You’ve created an app which might be good for the local market, but it will take time to scale the app on a global level. But we all know that developing an app is only a good start; what lies ahead is much more challenging. Discovering the market and what will strike the chord is impossible to predict.

Start from simple app store optimization. Use the above strategies to maximize your gains and make the app popular among your target audience.