How to market your iOS app right in the App Store – ASO in 7 steps
I talk a lot about app development and app management and collect resources that should help you to take the right steps when you develop an app. But what happens once the app is developed? How to make it visible in the App Store? Especially, when organizations develop consumer facing apps like eCommerce shops, city maps, or a lifestyle magazine they want to make sure this app is found in the app store. Also app developers who build great productivity apps like note taking apps, or to-do lists, or email clients, or project management apps; or gaming companies who build great apps like Pokémon… want their apps to be found so that they can monetize them. So, what is the best way to do that? I learned about app marketing or app store optimization from the experts at Gummicube and would like to share my gained knowledge with you.
The App Store now has more than 2.8 million apps and well over 100 billion downloads under its belt. That means a lot of success for many developers, but also a lot of clutter when users are looking for your app. App Store Optimization, or ASO, aims to solve that problem by making it easier for users to find your app in search.
Just like SEO optimizes web pages to be more visible in a search engine, ASO pushes your app towards the top of search results in the App Store. This push results in more users organically discovering your app, and has the benefit of intent behind it. Over 60% of all app downloads come from App Store searches – searching users already intend to install an app in the moment, after all.
To successfully promote your app you must understand how users search, and what users search for. As opposed to SEO, in ASO most searches center around simple words or phrases. Think about the last few times you searched for an app. Most likely, you used simple one to three word phrases like “photo editing app” or “strategy game” to describe what you were looking for. This key difference means that web data is no good in ASO.
I received a great infographic that I would like to share with you below. It shows you all the necessary steps of a successful ASO and delivers some additional tips and tricks for optimizing your iOS app.
I hope this article helped you to learn a bit more about ASO. As usual, I would be happy about your feedback and thoughts that you can share in the comments below. How do you deal with ASO in your organization? Is it treated as strategically as SEO, or do you quickly add some keywords when the app needs to be submitted for review? I would like to hear about your experience.
Thanks and have a great day!