In 2016, two-thirds of the time spent online was on a mobile device, of which 85% was spent on apps. As the competition heats up, marketers will need to redefine the way in which they approach app store optimization. We currently have three
We currently have three digital products, with several more on the way, so we happen to know first hand how challenging it can be to build visibility for new apps. App store optimization (ASO) in 2017 will rely on audiences with push notifications and native ads, including search.
App marketers will first need to focus on organically ranking higher in app store search by optimizing mobile app listings with an asset-based strategy and a keyword strategy. Here’s what they are:
Asset Based Strategy
Apps are essential digital brand assets, an echo that extends the overall brand strategy. The icon you choose for the app and the screenshots inserted in the carousel could very well be the first visual elements your prospective user views to inform download decision or even trial. You should add a video option to serve as an ad or a guide for app usage in case it’s complicated. For our digital products, we optimize to improve CTR and install rates.
Feature graphics on Apple’s App Store only appear for featured apps while the same appears at the top for Google’s Play Store. Not many app marketers in the UAE are capitalizing on the Arabic potential, so use an alternative language wherever applicable.
This focuses on the app title, keywords like iOS, and the application’s description that uses keywords associated with the problem being solved. Use Google Correlate to find the keyword combinations that users and prospect relate to the problem your app solves. There are a number of underestimated SEO strategies that you should use to get started. While app store search behavior is different from web-based search, benchmark your understanding of the customer with Google Keyword Planner to unravel what your target users search for and how they search on The Google Play and Apple App Store. For instance, the Apple App Store will obviously only share results on iOS apps, so someone looking for the flashlight app is likely to type “flashlight” instead of “iOS flashlight”.
Find competitor keywords, search volume and keyword competition with ASO specific tools like App Annie, ensuring you balance relevancy with competition and search volume. Remember to uphold the principles of conversion rate optimization by testing and monitoring your approaches.
And as always, cut through the clutter.