Downloads, usage, and in-app spending continue to rise, but many users prefer to use a select few apps more consistently.
Discoverability has never been harder, but the rewards of locking in loyal users are bigger than ever – so maximizing visibility in app stores is crucial.
App store optimization (ASO) describes the process of optimizing the listing pages for your mobile app in app stores like Google Play and Apple’s App Store.
You may come across alternative phrases like “app store marketing” or “mobile app SEO,” but they all refer to the same thing.
The goal is to maximize the visibility (and downloads) of your app for relevant searches – basically, SEO for your mobile app rather than your website.
In many ways, the optimization process for ASO is very similar to SEO; in others, not so much.
Ultimately, ASO aims to maximize app installs while product development works on monetization, engagement, retention, etc.
An effective app store optimization strategy keeps new users coming in while your development team (hopefully) keeps existing ones active and spending.
With the right retention rates, app store optimization acquires the new users you need to drive meaningful growth.
The goal of ASO is nearly always app downloads, but supplemental goals can include items such as:
- Increased brand exposure.
- Positive app reviews and ratings.
- More frequent and increased volumes of app reviews.
- Audience engagement.
- Additional marketing channel diversification.
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