What is ASO mobile app optimisation?
The main goal of App Store Optimisation is to increase an application's position in the marketplaces' search engine. This is extremely important because searches are how users decide which apps to download from the App Store and Google Play. Properly implemented, ASO will drive install growth, application popularity and revenue.
Keep reading to find out:
- What a semantic core is;
- Why text and graphics optimisation is necessary;
- The mistakes novice ASO specialists make;
- How the mobile app market works;
- The difference between SEO and ASO;
- How to start earning with an affiliate programme.
Briefly, what is ASO?
ASO (App Store Optimisation) is a traffic source that allows an app to market itself higher in the keyword rankings. The better the app is ranked in the search engine, the more likely users are to download it and become customers.
If you want to be a specialist, you need to have a good understanding of what your job is:
| ASO optimisation stages | Factors to take into account | After ASO optimisation, what do you get? |
| Collection of the semantic core; Developing a promotion strategy; Working with testimonials | Category; Localisation; Competition | High application rankings in search results for targeted queries; Increased conversions; Increased organic traffic |
What does Semantic Core mean?
The semantic core is a set of keywords, their forms and phrases used to promote a mobile application in search engines. It is compiled on the basis of users' search queries, taking into account the subject of the application. When carrying out the analysis, specialists learn about the interests of the target audience in order to apply them when working with behavioural and commercial ranking factors.
There are usually 3 types of queries: high frequency, medium frequency and low frequency. The first type is a set of general words without specifics. The second type is a set of general words with no specifics. The third type is a specific query. For example:
- Betting;
- Betting on Football;
- Bet on Real Madrid with 1xBet.
We recommend that you use low and medium frequency queries. This is because it is easier to get the app to the top and attract customers due to less competition.
What ASO includes: text and graphics optimisation
The development of an advertising strategy does not only involve the collection of a semantic core. ASO can also be broken down into two components: textual and graphical optimisation.
Textual optimisation is responsible for how the store identifies your application. Statistically, it takes a user no more than 15 seconds to decide whether an app is right for them. That's why working with text is an integral part of the promotion strategy. Each service has its own peculiarities, which makes the task a little more complicated. We will look at the features of the most popular ones, such as the App Store and Google Play.
| App Store | Working with such fields as application name, subtitle, URL, keyword field |
| Google Play | Filling in fields like app title, short description |
Graphic optimisation ensures an increase in conversions through well-chosen visual elements. The icon is often the first thing that plays in favour or against the application. It is a thumbnail image, feature or part of the brand. Next, the user looks at screenshots and videos. These tools visually familiarise the user with the interface and provide the first experience of how to use it.
How to get high App Store and Google Play rankings?
The mobile app market is crowded. To stand out from the competition, you should never limit yourself to branded terms. This means that as an ASO specialist, it is important for you to include both branded and non-branded keywords in your semantic core that also relate to the app's objectives. Another common mistake is to ignore market analysis. When it comes to advertising, it is unacceptable to build a strategy without looking at the competition.
However, the key to achieving high rankings in the App Store and Google Play is working with reviews. Try the following tips to effectively engage with your customers:
- Include a pop-up form asking for feedback 24 hours after the user installs the app to share their first impressions. The more reviews, the higher the rating;
- If they point out any bugs, fix them and let them know about the update. For example, on Google Play, a push notification is sent when a review is responded to. The greater the loyalty of current users, the greater the trust of new users.
What's different between SEO and ASO?
Beginners often confuse SEO with ASO. Yes, the activity of SEO specialists is also related to search queries, but it is focused on their optimisation for Google or Yandex. For example, SEO is aimed at increasing the number of visitors to a website, while ASO is aimed at increasing the number of downloads of an application in a shop.
How much do the specialists in the ASO earn?
One of the ways to monetise App Store Optimization is to work through an affiliate programme. An affiliate programme is a mutually beneficial partnership where one party raises brand awareness through the other, and the other party is rewarded for it. There are often two main payment models: RevShare (Revenue Share) and CPA (Cost Per Action).
FAQs
What is the arbitrage of traffic?
Traffic arbitrage is the promotion of a brand's goods and services for which the advertiser is rewarded. In the affiliate programme, you can earn money by choosing any traffic source, including ASO.
What does App Store Optimisation offer?
ASO specialists are in demand on the job market because their activity can attract the attention of the target audience interested in downloading and using the application. In addition, by becoming a partner, professionals can open up an additional source of income.
How to avoid getting blocked?
To avoid application blocking, use keywords but avoid over-spamming. For example, if the title looks like a set of the most searched words with no cohesion or logic, the app will be blocked immediately.
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