Simply creating a mobile app and putting it up on the app store is not enough. Just like any website needs optimization to appear for search results, the same way you need to perform a little something called ASO or app store optimization. 

By MIKE KHOREV

Many describe the process of ASO as SEO for apps. This is true to some degree but the practices for the two vary significantly.

In this post, we look at why apps need SEO and how they can benefit from it.   

What is Search Engine Optimisation?

Search engine optimization is the process of optimizing a site for SERPs. Basically, it aims to ensure that users can find the site in search engines against all the relevant terms and keywords. You can think of ASO as a subset of SEO in that it focuses purely on apps. The latter is more encompassing in the sense that it covers a lot of SEO strategies and techniques. 

For example, it focuses on link building, on-page optimization, keyword selection, Google penalties, no-follow and do-follow links, blogger outreach, ad placement, social sharing, etc.

It also takes longer than ASO to generate the same kinds of results.

What is App Store Optimisation?

ASO or app store optimization is the process of making sure that your application is discoverable in stores like the Apple App Store and the Google Play store. 

It also aims to ensure higher rankings across these two major platforms. The more people can naturally and organically find your app, the more downloads it will attract. 

To optimize your app, you need to pay attention to several important factors such as:

— Selecting the right keywords
— Testing multiple icons to see which one performs the best
— Adding explainer videos and screenshots
— Securing positive reviews
— Ensuring 5-star ratings
— Writing great description
— Performing localization for other countries

Does your App need SEO?

You will be surprised to know that only 40% app discovery happens via the app store search. The rest 60% comes from other places and platforms. Channels like friends, family, company site, colleague, advertisements, and other search engines also greatly govern how the users are finding your application. 

That means, if you want your app to be discovered by more and more users, you have to look beyond the ASO. You must also take a traditional B2B SEO strategy into consideration. 

According to that same study, every 1 in 4 individuals discovers the application through a web search. That means, if you are ignoring search engine optimization, you’re roughly losing out on almost 27% of organic traffic that comes from sites like Google and Bing.

Benefits and Importance of Mobile SEO and ASO

If you are still not convinced about the importance of ASO and SEO, then the following facts will tell you why it’s time to take it seriously. 

More organic installs mean the acquisition cost will be smaller

Running paid advertisements is not a long-term strategy to ensure more install. That’s why you need ASP. App store optimization ensures that more people can see, discover and download your app organically and naturally. If done rightly, the acquisition costs will be practically nil. 

Therefore, don’t assume that simply uploading the application to the store is enough. You need to work towards optimizing it within the app store ecosystem as well as for search engines.

Allows Relevant People to Discover your App

Pay attention to the word ‘relevant’ here. App store optimization makes sure that the right type of users can see and download your app. There’s no point in having people who don’t need your application or services find it and download it. It will neither benefit them nor your business.

There are many things you can do wrong such as not adding the correct category or failing to properly describe what the application does. ASO picks the right keywords for which to optimize the app, so that the most relevant users can find and download your application.

Better Revenue

There are multiple ways to monetize your app such as from subscriptions, ads, and in-app purchases. When you deploy multiple ASO techniques, you can widen your revenue stream by increasing the number of downloads.

Stability

ASO brings stability in the sense that it promises long-term results without you having to consistently shell out huge lumps of money on marketing. The problem with paid marketing is that you soon run out of budget. After that, the downloads will take a dip. 

With app store optimization, the results are consistent and highly affordable. No other method of promotion/marketing is that effective and that stable in the long-run.

Should You Combine Mobile App ASO and SEO?

There are more than 2 million apps on the Apple store while Google Play houses around 3.3 million applications. You can see what kind of competition you’re dealing with by launching an app.

We mentioned that ASO mirrors SEO in a smaller way in that it targets specifically apps. But, if you want to get the best of both worlds, you must integrate the two to attain the ultimate results.

Essentially, by combining these two gimmicks, you’re broadening your horizon as you secure more opportunities to promote your app across as many sources and channels as possible.

Bottom Line

If you do decide to create and launch your business application be sure to have a solid action plan ready for optimization to make things work in your favor. There’s no debate that mobile apps need SEO. But, by combining ASO and SEO you could do wonders for your brand.

• Mike Khorev is an SEO expert and consultant who helps SaaS, software, IT,  technology, B2B and startup companies generate more sales and grow revenue online. He offers expert advice on marketing your company the right way through performance-based SEO, inbound marketing, conversion rate optimization, search engine marketing and many other online practices.