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Jan 21 2018

ASO (App store optimization): How to optimize an app for the app store?

As the name implies, ASO is all about the practice of optimizing the app’s visibility in the app stores, by making sure the app meets app store’s high ranking criteria. The higher the app ranking on the app store, the more distinguishable it is to the potential clients.

Also, ASO requires an understanding of the target of the consumer base, and one of them is including the keywords, that the potential client is going to use to search about apps they’re interested on.

Here are some steps that will improve the ASO:


 Let’s start with a descriptive title


It’s not just about the identity of the app, but it’s important to use keywords to describe the core functionality of the app so the users are very clear on what they’re downloading.

We use keywords in the title to improve our app ranking in the app store and try to keep everything in under 50 characters, and try to mention unique values, the provided benefits of the app- in the first three lines so that visitors can catch them easily from the description preview.


Using keywords wisely


This helps you achieve more organic growth through better discoverability in the app stores. I should mention that how we manage the app’s keywords, is dependent  on whether we are trying to promote the app in Apple app store to Google Play.

In Apple app store we get only 100 characters for the keywords, so certainly we choose the most  appropriate ones. On the other hand, with Google Play we have a no-limited keyword field, so here we can be more comfortable to try a larger number of keywords.



Monitor the keywords


Optimizing an app it’s not just about creating some good keywords, it’s also about monitoring, keeping an eye of the rankings of the keywords, and even add any new keyword that might pop up.

Using app intelligence tools, we can remove the old keywords and replacing by new ones, and staying within the limited 100 character rule.


Stand out with an unique icon


 As the potential costumer browses a list of apps, the visual icon is probably the first impression they’ll have on the app.

When approaching the icon design, it’s very  important to know that the Google Play & Apple App Store vary on their standards for the ideal size, geometry, and  color schemes.

This way, we need an icon capable of breaking through the clutter. They should be very clear, that they immediately convey what the app does. So it’s important not to overcomplicate the icons with unnecessary words or logos that demand extra time for the users.


Localize listing of the app


A big problem for optimizing apps is that a lot of them are listing their apps only in English, this way they’ll lock the app from a vast chunk of mobile users worldwide. Our app development team in Dubai is working harder than ever to internationalize our app’s codebase by following these guidelines and by changing the app titles, keywords, first few lines in description.

In other words, if you look up  for an audience that goes beyond the English-speaking language, adapting the brand language and communication is a key to win the heart of your largest segment of the audience.



Screenshots & videos


Screenshots and videos we put in description may not have the effect on the search rankings, but they do provide downloads.

To produce a better screenshot, it’s good to focus on the message that it gives, it must bring the descriptive text of the app to life, and this allows potential users to visualize the app before downloading it.

Apps designs in Dubai created by us, approach the screenshots on a way that’s showing off the app’s most crucial features, latest updates, and the pages on which our users will spend the most time.


Ratings and reviews


Ratings and reviews play a very important part in how an app is perceived by users, it holds the highest possible validation of the app quality. But many app agencies in Dubai forget about checking them, and this is where we have a strong influence on our users.

This means that a strong engagement requires looking beyond the app listing, and not only create an app the users will love, but an app that they are willing to go back and post reviews on.


Don’t forget about the updates


Mobile users are constantly looking up for apps that are always looking forward to improve the apps that they created, with regular updates, and always based on the user’s feedback. Apps that keep being updated are always noticed- by both the app store, and the app users.

But the releasing update is only half of the work, the hardest part is to encourage the existing users to download the updated app. There are a lot of ways to sell the updates; by adding a description on the “What’s new” field, by a push on notification, or an updated link displayed in the main navigation.


Wrapping it up


Understanding the data and science behind the app store algorithms, you can improve the way you see the App Store Optimization strategy.

ASO is an ongoing process that never stops, thanks to the continually evolving of the app technology and the competitive nature of the apps. And sticking out in this crowd, takes time and it’s not an easy task, but once you understand the strategy behind it, you’ll find a way to improve the app’s conversion rate and monetize the app in the optimal way.

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