Even though app store optimization is something that most of us have heard of before, it doesnt mean app developers and marketers are all using it as a best practice, the way most of us see sitemaps or even meta tags as SEO professionals. The fact remains the ASO should be a crucial aspect of any app development process, as it provides a wide variety of benefits for both the users trying to find an app for a specific reason and for the creators, who are hoping to either drive revenue from their app or want to provide a service to their current or target audience.
It makes a difference
Proper ASO does have an impact on your app’s search results in user searches. Although the algorithm and set up isn’t the exact same as regular SERPs, it has been proven that ASO works.
A little goes a long way
Even if you feel like ASO is too complicated or time-consuming, a little goes a long way. Even just making sure your titles, description, and keywords are readible, utilize your target keywords naturally, and are a good representation of what your app has to offer can make a huge difference.
You think as a consumer
Completing ASO forces you to think like a consumer, which can have benefits elsewhere in your business or development process. By asking yourself, “what would users be looking for that they could find in my app?” You are beginning to understand where the user is coming from. A cornerstone of marketing (in any area) should be a focus on providing a solution to your target’s problem. Even if your app is basically a mobile version of your website, you are solving the problem of mobile users not being able to take advantage of all your website’s features.
Ideas are plentiful in reviews
Once your app is generating regular reviews, these should be reviewed on a regular basis. Many reviewers will outline the specific path that brought them to the app or what they were looking for when they found your app. Check these often to find ideas for continuous ASO tweaks.
Not enough people are doing it
As in most cases, being ahead of the curve when not everyone is following and implementing a new best practice is definitely to your advantage.
Competition is stiff
Because more and more people are developing apps, ASO can give you the advantage you need to have a successful app in either the iTunes store of the Google Play marketplace.
It makes your app more trustworthy
By having proper ASO in place, as with SEO, having a clean, well-written and optimized look can help the credibility of your app’s description pages. Apps that don’t have screenshots, terrible descriptions, or incorrect categorization subconsciously translates to your target users thinking that your app is worth downloading.
It helps your SEO
Having proper ASO can also help better visibility of your other web properties. For example, if your app is one of the top ten most downloaded in a specific category, users will be more likely to visit your website when linked to from the app description. Additionally, having a well-optimized app landing page can help get it indexed on regular search engine results, which will lead to more robust and helpful SERPs for the user.
It helps your customer
If your app truly does provide a service, proper optimization of descriptions, titles, and more can help your customer or target user find your app easier. This is especially the case for apps that are a better-optimized version of a company’s website, especially for e-commerce sites. For bigger brands, there may be several knock-off apps that are attempting to represent your brand. By having proper ASO, you can protect your brand’s integrity.
It can help testing
Changing the language and information on your app’s landing and description page can be a great way to test how and why users find your app and decide to download it.