App Store Optimization a crucial part of Mobile App Marketing

Posted in November 2015 by Silke Glauninger

App Marketing

Crowded App Stores necessitate dynamic App Marketing Strategies

If you open the most popular App Stores, you will notice that they are stuffed with apps dealing with almost every possible problem of daily life. This makes highlighting your (new) app within an App Store a demanding challenge. To navigate the sea of overwhelming choice for consumers, you need an App Marketing Strategy that is both thought out and insightful in order to boost the download rate of your app. As most organic app downloads happen as a result of simple search queries in app stores, App Store Optimization is a crucial first step in mobile app marketing.

App Store Optimization

App Store Optimization vs. Search Engine Optimization

App Store Optimization (ASO) is the process of improving the visibility of your app within app stores. It is often mistakenly referred to as SEO (Search Engine Optimization), which is actually the somewhat different process of boosting your web content within online search engines (like Google). ASO, on the other hand, is unique in that it specifically focuses on optimizing search results within app stores like Google Play Store or iTunes App Store. There are some similarities with SEO, but on the whole ASO requires it’s own strategy and approach.

The Purpose of App Store Optimization

Why do we perform App Store Optimization? The goal of ASO is to increase downloads and the number of users of your app. The most crucial factor for your download stats is app visibility. App marketing experts agree that a higher ranking in search results strongly impacts your download numbers as users consider the first few results most relevant.

App Store Ranking Factors

How do I get Google and Apple to consider my app relevant? The Google Play Store and Apple App Store have a complex ranking algorithm that determines if your app ranks for specific search queries. The following factors generally play a major role in these algorithms:

Ranking Factors iOS App Store

  • App Meta Data (App Title & Description)
  • App Downloads
  • Keywords
  • Rankings & Recessions
  • Engagement Rate

Ranking Factors Google Play

  • App Meta Data (App Title & Description)
  • App Downloads
  • Rankings & Recessions
  • +1 & Backlinks
  • Engagement Rate

Let’s talk App Store Optimization

Check out our blog series on how to integrate App Store Optimization into your App Marketing workflow. Also try out App Radar Keyword Tracker and harness the power of App Store Optimization before your competitor does. 🙂

Silke Glauninger
Silke is Marketing Manager at App Radar. When not writing about app marketing, you can find her looking for new places to explore or watching series with a cup of tea and chocolate.

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