Creating the perfect app doesn’t end once it’s launched; in fact, it’s only the start! There’s always work to be done to keep it running smoothly, plus it also needs traction. Your audience is ready and waiting, and you need to capture their attention and keep them coming back for more. The best way to tackle this is with a technique called App Store Optimization.
If we’ve piqued your interest, that’s great to know. We’ll run you through all you need to know about utilizing this important app launching and development component. What are you waiting for? Let’s dive into app store optimization.
Why is App Store optimization important?
From the outset, knowing why ASO matters so much is crucial; app store optimization is essential for app developers (and for users, too). It’s a key tool for loads of different reasons:
- Helps promote visibility: ASO for iOS ensures your app appears in the correct search results. Net result is increased organic downloads and loads of potential new customers.
- Increase conversions: With ASO, you can swiftly grab a potential customer’s attention, increasing your conversion rates - that’s got to be a good thing.
- Improve install rate: Proper use of ASO helps you drive organic install rates. These are often an app's best user base; they demonstrate what you’re doing right with your app and could highlight what you need to improve on.
- Spend less on advertising: Long-term ASO can improve your app's organic search rankings, saving you money on advertising campaigns, which is key if you’re not operating on a huge budget.
- Find your target audience: ASO helps analyze user reviews and feedback, use this to tweak your app and easily find your target audience.
You might wonder why all of this matters. It’s super important because the two largest app stores, Apple Apps and Google Play, currently have 5 million apps listed. This means achieving and holding high app rankings is becoming more essential than ever. There’s more competition than at any time before, and you’ve got to stand out and be seen by your target audience.
So, advertising alone is no longer enough to achieve measurable results in the world of apps, nor is relying solely on organic rankings and traffic. To see tangible benefits and results, there must be a marked connection between paid advertising campaigns and proper app store optimization.
Considering all this, let’s now set out the benefits app store optimization can bring to you when you’re developing and updating an app.
What are the benefits of App Store optimization?
We briefly touched on the two main benefits above, but for a quick refresh ASO helps with:
- increasing app discoverability via organic traffic
- improving conversion rates of an app’s product page.
It’s obvious an increase in downloads is a real plus point of ASO. However, its impact has a cool trickle down effect which can’t be underestimated:
- Your apps will stand out: There’s no point in having a brilliant app if your target audience can’t find it. It needs to be easily discoverable so that more people can download it and your install rate increases.
- You’ll attract high-quality users: It’s still not good enough to ensure your app is found. It’s got to be discovered by the right app target audience—the people who need to search for apps like the one you’ve created. ASO for iOS will get you the right users by matching your app to relevant keywords.
- Increase downloads sustainably: A decent ASO strategy boosts organic installs and ensures long-term success. When people search for keywords associated with your app, the search results will mention your app; regular work on ASO ensures you keep high rankings.
- Lower acquisition costs for improved growth: You may not need to spend money on ads, but you can focus on lowering acquisition costs by improving organic growth with ASO. It’ll save you time and money and ensure a steady growth rate.
- Increase revenue: Monetizing apps via in-app ads and purchases, and subscription models can increase revenue. However, if your app store listing page isn’t converting, you’re pretty much wasting the money you spend. ASO involves conversion rate optimization, thereby getting people to click through and download the app.
- Get a global outreach: Consider making your app available in other languages. This can be done via an ASO process called app localization. Using this, you can get users worldwide to discover you. It’s a real boon to take your app to a global level. The sky really is the limit.
By now, you should be more convinced that ASO for iOS apps is a great investment. So, it’s time to take a look at how ASO works now so you have an overview of best practices.
How does App Store optimization work?
The best way to think about AOS for iOS is that it’s SEO for apps. Ultimately, you’re trying to improve app processes - make them more visible and appealing, and you’re doing this to get more downloads and increase revenue.
It’s slightly more straightforward than SEO for any other purpose because it focuses on fewer components. With this in mind, let's look at the ways ASO works:
Keyword optimization
Your app’s name must contain relevant keywords, but that’s not all. To improve its organic search ranking, the same keywords should also be used in the description of your app and other elements.
Conversion optimization
Improve and tweak the app icon, screenshots, videos, and descriptions so they look more appealing to your customers. If you stand out, more people will notice you.
Discoverability
Your app needs to be more discoverable. To attract new customers and keep existing ones connected, you should increase your audience by featuring in-app events and advertising promotional content.
Monitor and test
Monitor your app's analytics regularly to identify areas for improvement and use A/B testing to test different listing elements and strategies. The steps for app store optimization depend on the store’s algorithm. App developers must research each algorithm to understand how it works.
As if by magic, this leads neatly to the next part of our round-up - which is a direct comparison between the Apple App Store and Google Play. What are the pros and cons of both?
Apple App Store vs. Google Play
There are obvious similarities between the Apple App Store and Google Play. However, a few key differences will affect your ASO. So let’s start with an overview of what’s the same on both platforms.
Well, both platforms require apps to be reviewed and approved before they can launch. Depending on the size and complexity of the app, this process can take anywhere from 24 hours to 7 days.
If you have a specific release date, it makes sense to ensure it’s submitted for approval at least a week in advance, so keep that in mind when you’re preparing.
That’s the similarities taken care of, so now we’ll now look at the main differences between the platforms, considering the factors they use to rank and feature apps:
Apple App Store ranking factors
Below are the key ranking factors for iOS apps in the Apple App Store:
- App name
- App subtitle
- App URL
- Keywords
- Installs and engagement
- Reviews and ratings
- App updates
- In-app purchase titles and descriptions
Google Play Store ranking factors
Conversely, here are the ranking factors that Google Play considers important:
- App title
- App short description
- App long description
- Installs and engagement
- Reviews and ratings
- In-app purchase titles and descriptions
- App updates
Best practices for App Store optimization on iOS
When planning ASO for iOS apps, you’ll need some best practices and guidelines to ensure a seamless process; let’s look at these now.
Thorough keyword research
Take time to understand users' search phrases to find your app, and consider keyword difficulty, relevance, and search volume.
Make the app title, subtitle, and icon clear
Choose a unique name and make it clear and easy to read. App stores limit the number of characters you can use, so make every one of them count! A good design is essential for your app icon. It has to catch the eye of your potential users, drawing them in to see what you can offer.
Localization matters
Ensure your app is localized for different countries, app stores will rank apps higher if translated for users' specific regions. Users in different markets may use different terms to search for similar apps. Conduct thorough keyword research for each target market to identify the most relevant and high-performing search terms.
Feedback
Always ask users to leave good feedback and ratings, if you’re worried about any negative feedback, you can channel it to a direct chat with developers or a customer support center.
Researching and understanding the market
Conduct continuous market research to stay abreast of current app trends and marketing techniques. Find out what makes your users tick and discover what they’re doing to find apps like yours.
Backlinks count
In all of this, the importance of backlinks still matters. The more your app has, the higher its authority and rank will be. Reliable, high-quality websites that point to your app will give you better backlinks.
Use monitoring tools
Use app monitoring platforms to assess your app's performance and track its ranking for specific keywords. Plan ahead and think about carrying out this task regularly to ensure your app remains consistent.
App Store-specific features
Below features can significantly impact an app's visibility and conversion rates
App clips
App Clips are lightweight versions of your app that users can access quickly without downloading the full app. They allow users to experience a part of your app's functionality, potentially leading to full app downloads. App Clips can be discovered through QR codes, NFC tags, or links, making them ideal for location-based or event-specific promotions.
In-app events
In-App Events allow you to promote time-limited events within your app directly on the App Store. These can include game competitions, live streams, or major content releases. In-App Events appear on your product page and in search results, increasing visibility and user engagement.
Custom product pages
Custom Product Pages enable you to create multiple versions of your App Store product page, each tailored to different user segments. This feature allows you to highlight specific features or content that may appeal to particular audiences, potentially improving conversion rates.
Product Page Optimization (PPO)
PPO is Apple's native A/B testing tool for App Store listings. It allows you to test different versions of your app's icon, screenshots, and app preview videos to determine which elements perform best in terms of conversion rates
App product development with Tapptitude
App store optimization for iOS is a core component of making your app successful, and it must be done continually to make it count. If you want to launch a range of cutting-edge digital products, you’re going to need a more holistic approach - that’s where the Tapptitude team comes in.
We’ll work with you to ensure your app development process is seamless, from your initial idea to the final launch. Tapptitude can partner with you on a whole host of strategies, whether app marketing or UX/UI design and usability testing.
We use superior software development techniques and agile sprints, which means our valued clients get the best, highest-quality, user-tested deliverables. Our work ethic and portfolio of satisfied customers are testaments to our hard work. Tap into the Tapptitude team today and build an app project that delivers.
FAQs on App Store optimization for iOS Apps
Got any burning questions about ASO for iOS? We’ve got them covered here.
What are some common mistakes app developers make with their ASO strategy?
One of app developers' most common mistakes is not staying current with changes in app store algorithms. However, this issue can be overcome with regular reviewing and testing.
Are ASO tools useful for developing iOS apps?
Yes, they are. It’s important to find a quality one. There are great tools out there that can assist with ASO for iOS apps, you’ll want to find one that includes features like keyword research, analysis, and suggestions.
How do app ratings and reviews impact ASO?
There are several ways app ratings and reviews impact ASO.
The first of these is visibility. Highly rated apps with excellent reviews are more likely to appear higher in search results and app stores. They also provide insight into users' experiences. App developers who engage with reviews and address users' concerns will help maintain a positive brand image. Lastly, they’ll also have a positive impact on conversion rates.
Tapptitude
Tapptitude is a mobile app development company specialized in providing high-quality mobile app development services, and a top-rated app company on Clutch.
