With over 2 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. If you’re in the mobile app space, it’s important to understand the various methods for marketing your app. We’d like to share with you one very important technique that continues to be overlooked by most – app store optimization (ASO).
ASO is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app’s page in the app store.
The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can take a specific action: downloading your app.
According to Forrester, 63% of apps are discovered through app store searches. This makes search, in the app store, the most used method for discovering and downloading new apps.
If you’re not using ASO to increase your app’s search ranking, you’re missing out on the largest discovery channel available to your app.
Title – The keyword placed in the title should be the one with the heaviest search traffic. Spend time researching which keyword that is, because changing your title often to include different keywords can be detrimental. As your app begins to rank higher and gain more reviews, news of your app will begin to spread by word of mouth. Changing the title can make it difficult for word to spread about your app.
Keywords – To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience. It is helpful to monitor competitors in order to realize how you compare week to week.
Total # of Downloads – Your number of downloads are extremely important to ASO, but you don’t have complete control over them.
Ratings and Reviews – Also important and difficult to control. However, there are ways to incentivize happy users to rate and review.
With a sampling of keywords, they looked at the top 25 ranking positions and calculated what percentage of apps had the keyword in the title vs. those that did not. This provided a total aggregate score for the apps with the keyword in the title and the apps without the keyword in the title.
Based on this test, apps with keywords in the title ranked on average 10.3% higher than those without a keyword in the title.
So, is a keyword worth placing in your title? Yes.
To reap the rewards of ASO, you need to invest time and effort. If you do, you’ll have a consistent channel driving traffic to your app. Being found is one of the most difficult challenges for mobile apps, but it is a problem you can actively solve.