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Customer ratings and reviews help you build credibility. They improve rankings not only on Google search but also on app stores. User’s opinions matter when it comes to rankings. Google will determine if your app is trustworthy or not depending on your ratings. Encourage your customers to review your apps which will improve your rankings. Adding ratings and reviews is also useful for ASO and encourages users to try out your app.
Keywords are the foundation of SEO strategy. Keywords are search queries that help users discover any information they are looking for. Search engines try to find the best results for users based on these keywords. Keywords help you reach users who are looking for your products or services. The more relevant keywords you use, the better you rank on SERP. Conduct a thorough keyword research that will be relevant to your target audience when they look for your app. Analyze the competition and search volume of these keywords to select keywords that will give you more opportunities.
Do a competitive research and take a look at the type of keywords your competitors are using for their apps. This way you can generate more keyword ideas. These keywords will also be useful in your ASO strategies.
Along with search engine optimization, ASO or app store optimization is also needed so that your apps can rank better in app stores. Both these strategies work together to ensure the visibility of your app. If you only use either one of these strategies, you will end up missing out on a large portion of your target market. Which is why combining SEO and ASO can help you rank higher on search engines as well as app stores. In this article, we will discuss how to optimize mobile apps with ASO and SEO strategies. If you are new to mobile apps or need to update your existing app marketing approach this can help you do that.
The advantage of app indexing is that users can discover your app while looking for informative content. This allows the app to reach audiences outside the app store. You can generate more traffic for your app and increase downloads. To get your app indexed by Google, use the same URL in your app that you use on your website and verify that you own both. Google Search will crawl the links on your website and display it on search results.
Ratings and reviews.
You need to ensure that your apps are discoverable everywhere so that you can easily target your audience. Accordingly, if you want to create a successful app marketing strategy you should incorporate both SEO and ASO techniques to help you get positive results.
First, let’s take a look at the importance of mobile app SEO and ASO.
Google reported that 40% of mobile users look for new apps on the app store. Your audiences will use app stores to search for apps they want. App stores have numerous apps in different categories; hence you will need to make your app more visible to rank higher than your competition. This means you need to refine your ASO techniques so that your target audience is able to find your app on the app store.
SEO or search engine optimization is about optimizing your mobile apps to rank higher on search engines results page. On the other hand, ASO or app store optimization deals with improving your ranking on app store search results.
App indexing enables your app to appear on Google search results along with other relevant web results. App indexing allows Google to crawl and index your app just like it would a web page. With app indexing you can reach a wide target market who is searching for the type of products or services that your app offers. If the searcher does not have that particular app installed, they will also see an install button. This can encourage users to take action and try out your app.
Just like websites need optimization to be more visible on SERP, so do mobile apps. New apps are introduced frequently on app stores. According to Statista, as of June 2020 there were 2.96 million apps available on Google Play Store and 4.37 million apps were published on Apple Store. With the increasing number of apps, there is also an increasing number of competition. Marketers know the importance of SEO for websites. Similarly, in any app marketing strategy SEO is crucial.
To help search engines discover your apps, use important keywords in the app name, title and URL. The name you give your app should highlight what your app is all about. Keywords in name and title make it easier for users to understand what needs your app caters to. Moreover, search engines discover your app easily which increases your chances of ranking higher.
Google’s mobile-friendly update made some algorithm changes in SERP on mobile devices. This meant that mobile-friendly websites would have higher rankings. This is not limited to websites, but also mobile apps. Apps that are optimized for mobile searches are given preference by Google and have the potential to rank higher. According to Google , search is a major source for app discovery. One in four app users will discover new apps through Google search. This highlights the importance of SEO for mobile apps. If you don’t optimize your apps for search results this will impact your app visibility and you end up losing traffic.
Backlinks are important for SEO strategy. It helps Google determine whether a website or an app is credible and trustworthy. When other people reference your app, it shows Google that your app is legit. Start by adding your app’s link on your website. Then build a strategy to reach out to other credible websites which can talk about your app and help you gain quality backlinks. Ensure that you reach out to websites with a good domain authority, otherwise it may negatively impact your rankings. Building backlinks takes time and efforts to get the desired results.
Optimizing app name, title and URL.
Statistics say that Google is still one of the most important sources of app discoverability . So, if you don’t play by its rules and optimize your site for it, your rankings, traffic, and visibility will suffer. In other words, you will miss out on an opportunity to serve your app to the right people.
As the line between desktop and mobile is getting blurrier, web marketing and app marketing is becoming merged. Marketers focus on providing exceptional user experience, be it via apps or web. The result is more active engagement with your prospects, who have the potential to become your loyal customers one day.
The highest-ranking apps in app stores are those that are continually getting improved, such as changes in technology, feature improvements, or adding new user feedback. Making regular updates helps you build a positive brand image and trust among your target audience. The fact that you’re continually working on your app improvements and keeping your users up-to-date on them sets you apart from your competitors and even boosts your rankings in the app stores. Namely, both Apple’s App Store and Google’s Play Store assess the consistency of app upgrades when ranking it.
Learn More: How to Gain More Exposure for Your Mobile App With Keyword Optimization.
To get the most out of app promotion, don’t approach SEO and ASO as conflicting strategies. Organic search optimization is still the foundation of your online presence, and it needs to be an integral part of your mobile app ASO. Numerous SEO techniques can directly benefit your app store optimization. Some of them are:
With the app marketing landscape the way it is, you need to have a robust app promotion plan that combines the most effective mobile app ASO and SEO practices.
Your website also helps you position yourself as an authority and a reliable source of information. Starting a blog and creating highly interactive and engaging content boosts app awareness and visibility. Most importantly, creating domain authority drives more web traffic and increases downloads.
On the other hand, app stores also serve as closed site search engines. So, it’s not that surprising that the idea behind mobile app ASO is similar to SEO – the higher your app ranks in the app store, the more visible it is to your target audience.
One of the significant mistakes app developers make is underestimating the power of a quality, responsive website. In today’s competitive digital landscape, your website serves as your online portfolio. Your target audience uses your website to learn more about your app before downloading it; it should be as informative as possible. Also, it needs to guide them through the information seeking process, providing them with a personalized user experience and turning them into engaged prospects.
SEO is all about optimizing your site for search engines, while mobile app ASO applies to an app store for basically the same purpose. We can freely say that ASO and SEO are two different sides of the same coin. And, to reach their ultimate performance, they should be used together.
SEO is the Foundation of Mobile App ASO.
63% of users discover apps via app stores , and not boosting your rankings in these channels means you’re giving up on a major promotional opportunity for your app. While the features of app stores vary, there are still some fundamental aspects of optimization you need to focus on:
You can see from the previous examples that mobile app ASO and web SEO are overlapping strategies. Sure, these strategies can work separately, but if you are not using them together, you are not leveraging visibility properly. Don’t forget that SEO allows you to target those people that are not browsing app stores. By focusing on the elements mentioned above, you are able to boost your rankings in both search engines and app stores and drive more quality traffic to your app.
With the proliferation of the internet and numerous powerful online promotion techniques, creating and distributing an excellent app is now an option to many. However, this also makes the digital landscape fiercer for mobile app publishers. Today, when promoting your app, you’re competing with 3.8 million Android apps and over 2 million iOS apps . Unsurprisingly, in the competitive mobile app development space, getting your app published is one thing, getting your app noticed is another.
As a result, mobile app ASO and SEO need to be two equally important aspects of your app promotion strategy.
Update Your App Data Regularly.
Nate Vickery is a marketing consultant and author mostly engaged in researching the latest marketing technology trends and practices applicable to startups and SMBs. He is also the editor at Bizzmark Blog and an author on The Next Web .