No matter what problem you need to solve or the task you need to do, it just seems that you have to look through your app store to find something that helps. This is a reflection of the growing importance that mobile has been receiving in recent years. Especially as the technology of the devices increases and […]
No matter what problem you need to solve or the task you need to do, it seems that you just have to look through your app store to find something that helps.
This is a reflection of the growing importance that mobile has been receiving in recent years.
Especially as handset technology increases and becomes more popular among the masses, apps become great choices for businesses in all segments.
But if you are considering following this path, you will need to learn how to get your app found in an ocean of options.
That’s why there is ASO (App Store Optimization), also known as SEO for App.
Was it curious? Then see the complete guide we have prepared to help you on this journey!
In this post you will see:
- Why invest in an app in the first place?
- How users find apps
- What differentiates app marketing
- How do Apple and Google view app search?
- 5 handy tools to promote and grow your app
- 8 indispensable items to optimize your app SEO
- Step by step to measure your search success
Why invest in an app in the first place?
Have you ever researched the application market in Brazil? Just take a quick look at Google to find interesting stories about investing in this area.
The market keeps growing — more web access from mobile devices than computers — and consumer habits point to apps as here to stay.
Of course there is no point in creating an application that is not really useful, there are already many of these out there, the vast majority fallen into oblivion.
But a relevant app, that fits well with a demand from your audience , has a great chance of generating engagement and even profit for your business.
Just look at how some of the most important brands are using apps in their marketing and sales strategies to understand this concept well.
How users find apps
You may already know very well how to attract visitors to your website, corporate blog or even to your social media profiles.
It turns out that in the case of an application, the situation changes a little bit of figure. Why?
In all of these channels we cite, you can know exactly where traffic comes from and even details about each visitor’s behavior.
But finding the best channels for distributing an app requires relying on studies and research, as well as the data that publishing platforms (such as Apple and Google) provide.
On the bright side, these surveys from companies like Nielsen and Forrester are very practical for a user acquisition strategy.
For example, we can learn about the main ways users download an app. See what they are:
App Store Direct Search
According to the studies already cited, direct search in the app store, either by the name of the app or by the subject it deals with, is the primary factor in downloads .
About 63% of downloads happen on their own, more than on any other channel searched.
This underscores the importance of optimizing the app’s presence in stores so that it is more easily found.
Friends and family
The second largest conversion factor is the recommendation from friends and family , which through their own personal experiences and preferences makes the difference for more than half of users.
In this case, what the good old “word of mouth” shows its strength once again, noting that the relevance of the application has a powerful effect on it eventually going viral.
The board of most downloaded apps is another factor to consider, and ranking well on it is a golden ticket to maintaining a high number of installations.
It is obvious that to reach this point you will already need to be at an advanced stage of your strategy.
But it is worth mentioning that getting such compelling social proof at just the decisive time for an app seeker is critical for them to choose their solution .
Social networks are also very useful channels for audiences to get to know and care more about an app.
That’s why new features have been created to promote the download of an app directly through company profiles and pages on these networks.
Facebook and Twitter are among the social networks that now put this option on their pages, already predicting the growing tendency among the public to buy directly through their favorite networks .
Blogs and other websites
Blogs and promotional sites cannot be overlooked either, as they represent important channels for digital communication and engagement with the public.
Therefore, a good campaign targeting these channels can be expected to succeed in gaining new users.
Which of these channels is worth investing in?
Download numbers from websites, blogs, and social networks are not nearly as expressive as direct search and referrals.
But that does not mean that it is not worth to invest in each of the means we have shown above.
Also because all these channels are connected in one way or another , and will make a difference to your app’s end result in search. Why can we say that?
Good work on branding , solid content marketing planning, and a strong social media presence can contribute, for example, to increased direct searches in an app store.
After all, the faster identification with the brand, the easier it will be for users to remember it when looking for a new app.
Remember that just as SEO does not act in isolation from other inbound practices, neither is SEO for an app!
What differentiates app marketing
You can tell that marketing an application is different from promoting a website, isn’t it?
This means that some of your skills will need to be adapted to the reality of releasing an app, while other skills will need to be developed from scratch .
And the challenge begins with the development of the much more restricted application market. In what sense?
Unlike the web, where Google and Bing have few differences in discretion, the shift between Google and Apple itself is far greater in app searches.
Also, the market is relatively new, as it was not so long ago that Android and iOS systems emerged.
It will be a while before it reaches the maturity of web searches, which each day rely on smarter algorithms to determine the intent of a search.
As a result, the material and tools available are not yet vast, which adds to the challenge.
But that doesn’t mean we’re in the dark either! On the contrary, steady advances mark the app ecosystem, and it is crucial to be aware of any change in the scenario .
How do Apple and Google view app search?
First of all, it’s safe to say that if you decide to launch an app, it will be on at least one of these two platforms: Apple’s iOS or Google’s Android.
And since each has its own standards when it comes to app search, you need to be aware of the following principles and best practices.
If your app is for both systems, you have only one option: to adapt to how each works.
Customizing your in-app SEO strategy is the only way to achieve the same success on both platforms.
Now let’s better understand the thoughts of these two application giants:
Google, as the company that owns the largest search engine in the world, with countless pages indexed on its system , able to know everything about any web site, will naturally use this to its advantage.
But moreover, she is concerned with creating increasingly organic and natural search experiences for both the user and those who create websites and produce content.
So when you create an Android app, you have up to 4000 characters to describe it well, that is, grab the public’s attention and rank well in the Play Store.
Apple App Store
Apple’s App Store has a structure that was adapted from iTunes, software that was originally made for music.
So it was simpler to use keywords to find songs by artist, genre, etc.
Keeping the same pattern, the App Store lets you use 100 characters to place keywords relevant to your strategy.
That’s the main difference between the two platforms, but it’s not that hard to adapt to it.
While Apple demands greater care with keyword research , Google requires a captivating, natural description that captivates readers and makes sense to crawler robots.
5 handy tools to promote and grow your app
Every good professional has the proper tools to succeed, don’t you agree?
So, it’s time to start putting together our toolkit to do the best you can in promoting your new app.
Check out 5 helpful resources that will be of great help for different aspects of your planning:
Used by some world-renowned brands, such as eBay, Evernote, and Nordstrom, Apptentive has communication capabilities that allow it to receive feedback from users.
Based on that, the app also offers some important data that allows you to take smarter actions and improve user retention and number of downloads.
By creating this closer relationship with the public, you may notice a stronger presence of your app in app stores.
Apptamin is a tool for creating description videos of your app. Videos are among the elements that most contribute to a user’s conversion, so they can’t be left off your app page.
Plus, the app is tailored to fit the different patterns of each store, so whether you create it for the App Store or the Play Store, you’ll have something tailored.
To top it off, the Apptamin blog has a lot of app marketing content worth checking out!
TUNE is a suite of app marketing products that is used by brands like Sony, Sephora and Staples.
Among the features of TUNE Marketing Console, one of the main products, is very interesting: app store analytics!
In other words, you can have complete control over your app’s performance data and optimize every detail of your planning.
Flurry is an app that is part of the Yahoo Developer Network, and was designed to thoroughly evaluate app performance.
More than that, you can track the progress of app groups, meaning if you have more than one app you can track the same platform.
Having tools that allow you to analyze overall application performance, such as bounce rate, user preferences, etc., is very important. in order to make constant improvements.
Who doesn’t want a profitable app that has a great user experience and scales sustainably over time? That is the proposal of the Admob !
Because it is a Google badge product, it is naturally expected that there is a lot of training content involved, as valuable as the functionality of the app itself.
8 indispensable items to optimize your app SEO
Chosen platform, tools in hand, what is missing now? A list of items that can’t be missed is a good start!
Basically, these items can be divided into two groups: on-metadata and off-metadata. But what is it anyway?
Simply put, it’s the equivalent of SEO On Page and Off Page, used on websites.
See in more detail what each group represents and what its main optimization criteria are:
This group involves everything under your control, and is usually related to your presence in the app store.
The most relevant factors for ASO On-Metadata are:
An app title is the most relevant On-Metadata ranking factor, equivalent to the title tag in SEO.
As with choosing a page title, you should be careful to balance on the app page something that reinforces the brand and what it does.
If you can include a relevant keyword, even better!
An important factor in the description is the so-called below the fold, the part where we usually find a “read more” button. Why is it important?
If the above description of the fold is not very good, one will never be interested in reading and probably will not download your app.
So, besides thinking of the description as a whole, be especially attentive to the first sentences.
Photos are essential to pique a visitor’s curiosity, especially when the page contains no videos or the person’s connection does not allow them to view them.
Therefore, take quality photos of the app’s interfaces and place them in a way that makes sense to the user how the app works.
This way, it won’t get confusing, and it will be easier to download the app.
We’ve talked about keywords, especially iOS systems, where they’re all you have to describe your app, and only 100 characters long.
The tip is to use all your experience and skill in choosing keywords for the web, and follow the same principles.
If you do not know how to do this, follow a guide that teaches you well.
The icon is another very relevant element in app SEO simply because it conveys an idea of app quality. As well?
If the icon is beautiful and has elements related to its theme, it is likely that users will soon consider it to be of quality, even though they have never used it.
Think of it as part of the meta description in SEO, and work carefully to get your brand message across the icon correctly.
The second group refers to external points beyond their control, such as the perception of others about the app.
Nevertheless, it is possible to achieve at least a certain level of control over the following aspects:
The ratings users give, usually rated 0 to 5 stars, also count when it comes to ranking your app on relevancy rankings.
The better your app’s grades, the easier it will be to convince people to download them, and it’s your job to make sure that happens.
There is no other way to increase grades than by creating and maintaining something relevant and asking for user feedback.
Ratings go hand in hand with grades, but go a little further.
Many give marks, but do not mind explaining why, while evaluations are clear explanations of why a person decided to give a grade.
We follow the same principle: The idea is to keep the grades high and the ratings positive, as this will serve as social proof, either for or against the app.
Both Google and Apple consider external links to your app’s page when rating it.
This means that the more promotion you get through websites and blogs, as well as social profiles, the better for your placement.
Once again, it is worth stressing the importance of investing in a strong content strategy as a way of ensuring this link building.
Step by Step to Measure Your Search Success
Evaluating the success of your app in app store searches is not the same as evaluating a site, for example.
Unlike ready-made reporting on tools like Google Analytics, measuring app performance involves looking at a few separate indicators and drawing conclusions.
By gathering all the data, you can understand how it fits together and better understand what you need to adjust.
Here are the criteria you should look closely at:
Number of downloads
The number of downloads is one of the indicators that you surely need to track to see how your app is performing.
Surely, before you created it, you researched what market potential it could reach, and perhaps made growth projections for the coming months.
Compare current performance with these surveys and projections to see if you are on the right track.
Conversions and Revenue
The number of conversions, and especially the revenue earned through the app, are also vital to look at, as they cut right to the heart of the matter: profit.
If the app’s focus is not revenue, focus only on conversion, which should show how effective the engines used – including ASO – are being.
Where is your app ranked? This is a question that helps determine how much direct competitors are in front of him and why.
Give preference to rankings by category, so it will be easier to find direct competitors rather than apps that are much more popular but belong to other niches.
Notes and ratings
Ratings and ratings are not just a ranking factor across platforms, as we saw above.
They are also relevant for declaring users’ overall satisfaction with the app, and it’s crucial to know that.
After all, there’s no point in optimizing app store searches, getting lots of downloads, and losing users quickly because of other issues.
Understanding how an app store ecosystem works is really essential when applying in-app SEO. You now have the right tools and know all the ways to get along with your apps. You just have to get your hands dirty and start creating the app !
Having questions about how to get your app out and reach many users since launch? Here’s how to use content marketing for this!