App store optimization
App Store Optimization ( ASO ) is a process of improving the findability of a mobile app (such as iPhone , iPad , Android , Blackberry or Windows Phone app) in an app store (such as iTunes for iOS, Google Play for Android or Blackberry World for Blackberry).
Similar to search engine optimization (SEO), the aim of which is to improve the ranking of websites, publishers try to use app store optimization to place their apps higher in the search results in the respective stores. The higher rankings in the app stores are linked to the higher number of app downloads.
aims
The app marketing specialists try to achieve the following goals with the help of ASO:
- Improvement of the findability of an app in the app stores and higher number of downloads thanks to better placement
- Higher ranking compared to the competition
- Better ranking both within a category and for certain search terms
- Improvement of the visual presentation of the app (using icons, screenshots, video, descriptions) in order to increase the number of downloads
Methods
The exact factors for the ranking within the app stores are not known.
"On-Site" Factors
These factors (comparable to "on-page" optimization in search engine optimization) can be directly influenced by the app developers.
- Search terms
- Name of the app
- description
- Icon
- Screenshots
"Off-Site" Factors
These factors (comparable to the "off-page" optimization in search engine optimization) are difficult to influence.
- Number of downloads
- Momentum of downloads
- Average rating
- Time factor
meaning
The importance of app store optimization has risen sharply in recent years. Due to the large number of mobile apps in the two leading app stores - in mid-2016 there were 5.5 million apps and approx. 100,000 new apps added - it is becoming increasingly difficult for app developers and marketers to stand out from the competition. ASO thus plays an important role in the app marketing strategy alongside other online marketing instruments.
Individual evidence
- ↑ How many downloads do some of the Top 50 free iPhone apps get per day? . Quora (English).
- ↑ Extensive Guide to App Store Optimization (ASO) in 2015 . Trademob (English). Archived from the original on November 12, 2015. Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Retrieved November 11, 2015.
- ↑ App Store Optimization . Search Engine Watch (English).
- ↑ App Marketing , June 4, 2016, werbeplanung.at, accessed on September 19, 2016
