During the DoYouSEO Camp conference, organized by the Association DoYouSEO, the subject of App Store Optimization (ASO), and more generally the SEO (search engine optimisation) of mobile applications was brought up. In short, App Store Optimization is the SEO of a mobile application in the App Store. As Canadians spend 43% of their time on the Internet via mobile applications, the application market continues to grow. It is therefore essential to think about the SEO of mobile applications to ensure their success.
What exactly is involved in the SEO of mobile apps? What are the basics to remember? How can you continue to effectively optimize your ASO strategy? We will answer these questions and more in this article.
ASO Strategy: What’s that?
Introduction to app store optimization
ASO strategy aims to improve the visibility of an application in the App Store by using content techniques. With 1.5 million applications available on the App Store in July 2015, it is increasingly difficult for an application to get one of the first positions in search results. A well-placed app not only provides better visibility but also more traffic.
Is an ASO strategy the same as an SEO strategy?
ASO and SEO strategies may appear to be one in the same. These two strategies do indeed respectively aim to improve the search engine optimization of a website (SEO) or search engine optimization of a mobile application (ASO). However, despite the similarity of content techniques that we will discuss later on in this article; the aim of ASO strategy is not only to generate traffic but also to ensure that the application is used on a regular basis.
The basics of ASO for mobile applications
An ASO strategy requires six essential criteria that must be present on a mobile application for its SEO: title, keywords, description, category, icon, and screenshots.
Choosing a title for your mobile apps is not easy. You should make sure that the name you choose is short (25 characters and under) and unique. A catchy name is not always enough, though. Therefore, it is advisable to include a keyword that generates a lot of traffic, so that the application is easily found on the App Store. However, it is not advisable to completely change the name in order to use new keywords. Indeed, the application will not benefit by word of mouth circulation if the name is constantly being changed.
Whether for SEO or ASO, keywords are important in the establishment of any optimization strategy. Keywords are among the key elements that will make your application actually appear in the App Store search results. It is therefore important to use them in the name of your app (at least the main keyword) and in the description of the mobile application. At the DoYouSEO conference, it was recommended to include at least two keywords in the description.
Description of the mobile application
Since keywords generate search results, one of the most common mistakes is to include as many keywords in the description as you can. But potential users are not interested in keywords. This is why the description of the mobile application must be careful and should above all encourage users to download the application.
It may seem obvious, but choosing the right category for your mobile application is essential, whether it be to influence your ranking or visibility. The category allows users to get a first idea of what the application can offer them.
The icon is the first thing (and sometimes the only thing) that users see. The icon should not only be pretty, but should also illustrate the application in the best way.
Including up-to-date screenshots is a nice way to promote the app. The screenshots provide examples of concrete visuals. Potential users should be able to preview the features offered by the application.
Optimization of the ASO reference strategy
Unfortunately, an ASO strategy is not an end in itself. After establishing the basics, you need to make sure that SEO worked.
Studying the competition
A study of competing mobile applications should have been completed ahead of time. But it is essential to continue keeping an eye on all mobile apps similar to your own in order to see how new keywords generate traffic. Changing the description page based on current keywords is one way to optimize an ASO strategy effectively.
Number of active users
According to Appboy: 65% of users stop using mobile applications three months after the initial download. Verifying the number of active users helps to ensure the success of the application. But you also have to think about planning strategies for non-active users by using push notifications for example.
The downloading of a mobile application by a user never really ends as users should be encouraged to use the app regularly and thus to download each update. To do this, it is important to detail all implications of the update. A call to action statement can also be launched to prompt users to update the application.
This article describes the basics for implementing an ASO strategy to improve the SEO of a mobile application. Nevertheless, these are only the basics as several factors influence the success of an application. User feedback, external links, uninstallation rate, and the number of active users are just a few of the many indirect factors that can have a positive or negative impact on the visibility of an app on the App Store.
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