You are most likely familiar with Search Engine Optimization (SEO). It is a process to increase the organic website traffic and the quality of said traffic to a website that comes from search engines, such as Google or Bing. However, "ASO" is become more relevant in a mobile world.
"ASO" stands for App Store Optimization which is a set of techniques that should improve an app’s position within the app store itself and therefore increase downloads. An app store can be described as a small search engine and ASO helps improve an app's presence within that engine. SEO and ASO have a lot in common; analysis, research, strategy and the overall approach are very similar. However, SEO is more developed and versatile, which is due to the fact that it has been around for a lot longer than ASO.
How to approach ASO?
Snežana Spasojević, the Senior SEO Specialist of the TX Markets Marketing team put together six steps that can help you start your optimization journey:
How Do You Fit In (or Not)?
Look closer at the niche your app belongs to. What is trending and what kind of narrative is used? How is the tone of voice in the copy text? Where is the industry/niche more active? Ask yourself how your app could fit (or not) and what you can bring to the table.
Consider the "Where"
If you want to target more than one country or geographical area - make sure to do the area-specific research too. This includes language, different trends, taboos etc.
Really Get to Know Your Competitors
Learn as much about them as you can. Find them by searching your own keywords or use sites like similarweb.com to give you free insights. Download and use your competitors’ apps.
Getting a feel for their UX, customer journey and overall approach is crucial in understanding their strategies. App analysis tools like AppTweak or AppAnnie can also come in handy if you would like a more in-depth review.
Download Your Own App
Go to the app store and see what your app listing looks like; download and install your app and use it, ask people from your surroundings for their honest reviews and opinions - everything from design to UX, to the tone of voice is important.
Prepare Your Strategy
Create a list of keywords and optimize your app’s title and description accordingly. Standard SEO keyword research can help. And do not forget to test! Always experiment and test out your ideas to see if they work and behave in a way you thought they would.
Analyse, Review, Improve
Once you have familiarised yourself with the topic, take it to another level: Use analytics data, industry trends and always, always keep an eye on users’ reviews and rating - they are very important to rate your app’s success and improve it according to your users' needs.
How is ASO important for TX Markets and its companies?
Since we spend more and more time on our phones, we also use more and more apps. For TX Markets and its brands, this means that in the future there will be dedicated apps for the platforms, which also means that those apps will have to be found by existing and future users. This is why bringing your business to the app store and using best ASO practises is a way of "future-proofing" your business. You will want users to go to your website via computer or laptop, but to download your app to use on the phone. This will allow the user to have a much more satisfying user experience.
A big thank you to Snežana Spasojević, who shared her expertise on this topic.
For more resources regarding ASO you can check out the following websites: