The key ingredient missing from many ASO marketing delivery approaches is organic search optimization and integration of app stores within the broader organic marketing mix.
There is more overlap between ASO and SEO than direct competition between the two.
The integration of these areas, and the application of consistent focus on ASO, can support numerous search marketing gains.
You may be surprised to discover that many of the traditional search engine optimization tactics that work for search engine performance, such as Google and Bing, can also be directly applied to ASO.
Examples of this include:
- App name, title, and URL optimization.
- Keyword research for ASO.
- App rating and reviews generation and handling.
- Deep linking within mobile apps.
- Indexation of Apps in Google search engine results pages (SERPs).
- Click-through rate (CTR) optimization.
The biggest marketing mistake, however, when it comes to integrating SEO and ASO is overlooking the role of the website in driving volumes of referral visits directly to your store page and app downloads section.
Your website should be seen as the driving force behind leading people throughout the information-seeking and buying funnel from your main online entity (your website) through to an engaged, ready-to-buy/download audience (your app store).
As content levels are limited within the app stores themselves, the more you can leverage your website content to increase app awareness and discovery to build external app authority and visibility, the greater the value, traffic, and downloads your app will receive.
Leave a Reply