App store optimization (ASO) is a crucial strategy for mobile app marketers to increase their app's visibility and drive more downloads. But what does it really mean? Simply put, ASO involves optimizing your mobile app to rank higher in the app store's search results, making it more discoverable by potential users.
Prioritizing App Store Optimization
Before we dive into the nitty-gritties of ASO, keep in mind that upon app submission for review, you can only edit the description and update text after Apple's approval! Be cautious when choosing your app's name, keywords, and screenshots before submission.
Here are 9 essential priorities to consider:
Prio 1: App Name
The app name is a key search influencer! Search ranks as the largest app discovery channel for users, accounting for 65% of all app consumers. Choose a name with the most relevant keyword (e.g., "Water on the go" for a beverages app). Apple recommends fewer than 25 characters for your app's title, but only about 12 characters are viewable on the home screen.
Prio 2: Keywords
Quality over quantity! Use unique keywords that can help you rank high. Only 100 characters (not words) are allowed – use it wisely. Separate keywords with a comma and no spaces (e.g., "rent,car,auto,bus,truck"). Don't repeat your app's name on your keywords or your category name.
Prio 3: Screenshots
The first impression is everything! Make sure you have clear and detailed screenshots of your app, highlighting its best features. Use key product features on your screenshots (not your splash screen). Tell a story of your product within the screenshots if possible. Design must be consistent with UI.
Prio 4: Reviews
Users want to download an app with a high percentage of positive ratings. Ask friends and family to download the app and give 5 stars initially. Never buy reviews! Only ask engaged users for ratings, and use third-party tools like Ad4Push. Listen and fix problems ASAP.
Prio 5: Icon
The icon is a vital design element that can drive more downloads. Design must be consistent with UI. Keep it simple and "flatish" (like iOS 9). Stand out from the crowd and innovate.
Prio 6: Description Text
Keep your description short and sweet! Take into account that only the first two sentences are initially visible. Explain your product in the first two sentences, and add key features and benefits with bullet points. Include social proof (user reviews, awards, and/or tech blogs quotes).
Prio 7: Category
Categorize your app appropriately! Analyze all available categories and brainstorm which category makes more sense for your product to get ranked. If your app fits multiple categories, research the competition and choose the less buzzed category as your main category.
Prio 8: Update Text
Although the update text within iOS9 became less relevant, always fill the "What's New" field. Be precise with bullet points if possible. Add a call to action to encourage updates.
Prio 9: In-App Support
Make users' lives easier! Let them know how to reach you directly within the app (website or app page). Ensure that your support URL on App page is correct and useful.
Conclusion
Mastering app store optimization is crucial for mobile app marketers. By prioritizing these 9 essential priorities, you can increase your app's visibility, drive more downloads, and ultimately boost its success.