How to Optimise Mobile Apps Using ASO and SEO?

March 30, 2021

Just like websites need optimization to be more visible on SERP, so do mobile apps. New apps are introduced frequently on app stores. According to Statista, as of June 2020 there were 2.96 million apps available on Google Play Store and 4.37 million apps were published on Apple Store. With the increasing number of apps, there is also an increasing number of competition. Marketers know the importance of SEO for websites. Similarly, in any app marketing strategy SEO is crucial.

Along with search engine optimization, ASO or app store optimization is also needed so that your apps can rank better in app stores. Both these strategies work together to ensure the visibility of your app. If you only use either one of these strategies, you will end up missing out on a large portion of your target market. Which is why combining SEO and ASO can help you rank higher on search engines as well as app stores. In this article, we will discuss how to optimize mobile apps with ASO and SEO strategies. If you are new to mobile apps or need to update your existing app marketing approach this can help you do that.

First, let’s take a look at the importance of mobile app SEO and ASO.

Why is mobile app SEO and ASO important?

SEO or search engine optimization is about optimizing your mobile apps to rank higher on search engines results page. On the other hand, ASO or app store optimization deals with improving your ranking on app store search results.

Google’s mobile-friendly update made some algorithm changes in SERP on mobile devices. This meant that mobile-friendly websites would have higher rankings. This is not limited to websites, but also mobile apps. Apps that are optimized for mobile searches are given preference by Google and have the potential to rank higher. According to Google, search is a major source for app discovery. One in four app users will discover new apps through Google search. This highlights the importance of SEO for mobile apps. If you don’t optimize your apps for search results this will impact your app visibility and you end up losing traffic.

Google reported that 40% of mobile users look for new apps on the app store. Your audiences will use app stores to search for apps they want. App stores have numerous apps in different categories; hence you will need to make your app more visible to rank higher than your competition. This means you need to refine your ASO techniques so that your target audience is able to find your app on the app store.

You need to ensure that your apps are discoverable everywhere so that you can easily target your audience. Accordingly, if you want to create a successful app marketing strategy you should incorporate both SEO and ASO techniques to help you get positive results.

How to optimize mobile app?

SEO Strategies for Mobile Apps

Keyword research

Keywords are the foundation of SEO strategy. Keywords are search queries that help users discover any information they are looking for. Search engines try to find the best results for users based on these keywords. Keywords help you reach users who are looking for your products or services. The more relevant keywords you use, the better you rank on SERP. Conduct a thorough keyword research that will be relevant to your target audience when they look for your app. Analyze the competition and search volume of these keywords to select keywords that will give you more opportunities.

Do a competitive research and take a look at the type of keywords your competitors are using for their apps. This way you can generate more keyword ideas. These keywords will also be useful in your ASO strategies.

Optimizing app name, title and URL

To help search engines discover your apps, use important keywords in the app name, title and URL. The name you give your app should highlight what your app is all about. Keywords in name and title make it easier for users to understand what needs your app caters to. Moreover, search engines discover your app easily which increases your chances of ranking higher.

Implement app indexing

App indexing enables your app to appear on Google search results along with other relevant web results. App indexing allows Google to crawl and index your app just like it would a web page. With app indexing you can reach a wide target market who is searching for the type of products or services that your app offers. If the searcher does not have that particular app installed, they will also see an install button. This can encourage users to take action and try out your app.

The advantage of app indexing is that users can discover your app while looking for informative content. This allows the app to reach audiences outside the app store. You can generate more traffic for your app and increase downloads. To get your app indexed by Google, use the same URL in your app that you use on your website and verify that you own both. Google Search will crawl the links on your website and display it on search results.

Ratings and reviews

Customer ratings and reviews help you build credibility. They improve rankings not only on Google search but also on app stores. User’s opinions matter when it comes to rankings. Google will determine if your app is trustworthy or not depending on your ratings. Encourage your customers to review your apps which will improve your rankings. Adding ratings and reviews is also useful for ASO and encourages users to try out your app.

Build quality backlinks

Backlinks are important for SEO strategy. It helps Google determine whether a website or an app is credible and trustworthy. When other people reference your app, it shows Google that your app is legit. Start by adding your app’s link on your website. Then build a strategy to reach out to other credible websites which can talk about your app and help you gain quality backlinks. Ensure that you reach out to websites with a good domain authority, otherwise it may negatively impact your rankings. Building backlinks takes time and efforts to get the desired results.

ASO strategies for mobile apps

The SEO strategies we discussed above are also useful for app store optimization. These include keyword research, optimizing name and title, adding good ratings and reviews. Here are other strategies that can help improve your ranking on the app store.

App title and description

As discussed above you conduct keyword research to optimize your name, title, and URL with relevant keywords. This is an important factor in ASO as well. Choose a title that includes your main keywords. It should be short and descriptive, and not very long. Title is an important factor that affects the ranking of your app.

Another area you need to pay attention to is your app description. App description helps your audience decide whether they want to install or use your app or not. It gives them in-depth information about how your app caters to their needs. A good description will help you convince your users to download your app. Moreover, optimizing this description with the right keywords will allow your app to rank higher on the app store.

App preview

A picture is worth a thousand words. Including visual elements in your apps can give a glimpse of your app’s interface to your audience. You can include images or videos to show how your app functions. Include good quality images and videos to create curiosity among users which will encourage them to try out your app. App previews can help boost conversions.

Optimize app icon

A well optimized app icon is an important part of ASO. App icons need a design which helps your app stand out from other apps. It helps users identify your app and connect with it. Your icon should be relevant to your brand image and app. Optimize your icon based on the app store criteria. For example, Google Play and Apple Store have different standards when it comes to size, color or shape of your app icon. Make sure that you pay attention to the criteria of your respective app stores, otherwise it may negatively impact your ranking.

Optimizing your mobile app is crucial to make your app more visible to your audience. If you don’t optimize your app, then no matter how great your design or features are, you will be invisible to your target audience. Follow these strategies to get started and successfully optimize your app. But keep in mind this is not just a one-time thing. Both SEO and ASO strategies need to update frequently. Especially, if search engines or app stores make any updates to their algorithms. Access and improve your strategies regularly so that you can stay ahead of your competition.  

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