App Store Optimization is not new to app marketers vying for user’s attention. The purpose of a well-optimized app store is to:
- Drive more traffic to the app
- Turn potential leads into sales
- Improve brand visibility of app developers
- Improve app ratings
Having said that, app store optimization is a labour of audience’s needs, good use of keywords and thorough understanding of App Store dynamics.
For instance, Google Play Store is different from Apple App Store. It is crucial for app developers and marketers to be aware of the nuances, of each. In order, to better push the right apps to the right users.
Why do you need to optimize your app for the app store?
According to an online survey by European Technographics Consumer Technology online Survey:
- 58% and 63% of app users find apps on stores like Google Play and Apple App Store via general browsing in app stores, respectively
- Of which, 34% and 25% are under top rated and most popular categories for iOS and Android, respectively
Mobile app marketers must chart out a strategic app store optimization calendar, for every week. This is not merely an activity. It is an investment to draw targeted market to your app offering, in a channelized and quicker way.
What does it take to create a magnetic app in the App Store?
Let’s take a look here.
Use of Relevant Keywords
This is easier said than done. Many a times, app developers do know what keywords to use but how and where to use them, still remains a mystery. Hire a dedicated and experienced SEO professional.
Before you leap on to keyword optimization, bear in mind that this is a long-term process. It bears fruits only when done consistently and done right.
Here’s what you can do to better optimize app keywords:
Create a Sheet
Create an excel sheet of all relevant keywords. Brainstorm ideas and monitor reactions and initial traffic attracted by these words. Once you are dead-sure for which ones to keep and which to eliminate, get started with writing. Write vivid descriptions, proof-read content and refine it till it speaks your language.
Write Stable Titles
Create crisp titles only with keywords, which best describe your app. Make sure to write titles which you do not have to change later on. Remember, more and more traffic will be generated by the search terms hanging on to the titles. Keep them appropriate and stable.
Keyword Density in Titles
‘’Using a ratio of keywords to the total text on a page is not a good metric for SEO anymore. Yes, your keywords should be on the page…but beyond that, writing “naturally” is better SEO than worrying about keyword density.’’ Says Jim Boykin. Hence, write for ‘purpose’ and not merely for random visits.
Call it primary research. You cannot sit down to write amazing titles or content, unless you know what works and what does not. Check out how your competitors are using words, stories and ideas to bring an app to life on the App Store.
Stick to your Brand Name
Your keyword may contain your brand name. Do not even think of changing them, once it’s out on the app store. For instance, Yahoo app is ranked as number one on the App Store. The same app when searched with keywords such as news does not even show up in the top 50 list.
How about App Reviews?
App reviews must be answered on time. You obviously have no control on the kind of review your app may garner. However, by giving proper thought you can create a friendly, open and responsive atmosphere around your app, via smart interactions.
For instance, Resume++ app holds third position in the Google Play Store. It rose to position via constant keyword monitoring, useful content and instant review acknowledgments.
Stay Fresh, Go Mobile
According to ComScore survey of 3000 online U.S shoppers, 46% said they are less likely to shop around for other options when they are using a company’s mobile app.
Your app users are on the mobile. Mobile app developers must skilfully devise mobile app experiences, according to user’s behaviour. Developers must invest in writing the most mobile-centric keywords to improve the chances of their app being found and downloaded.
Mobile offers a more concentrated space and highly focused opportunities for app developers to engage their app market. No Doubt, there is a need for branded and fresh content, for app makers to stay afloat and be found.