App Store Optimization - The Pros & Cons You Should Know

app store optimization pros and cons

The concept of App Store Optimization (ASO) came into existence due to growing popularity and usage of mobile apps. With a number of new applications getting launched on daily basis, it became tough for the app owners to keep their creation at the top of the app store search results. The competition grew greatly leaving no other option than to optimize the apps they publish on different app stores. 

Currently, there are around 3.6 million apps in Google PlayStore and 2 million in the Apple AppStore.

Marketers realized that it is important to implement strategies that are search engine friendly and would bring up their app whenever a query is fired. This could only be possible with the help of a technique called App Store Optimization.

ASO helps new app publishers to carve their way to the top of the listing. This not only increases visibility and reach of the newly published app but also increases the chances of it getting downloaded. Several mobile app development companies have regularized the process of ASO as a standard when building a new app so that the app performs well from the word go.

The researchers with App Store Optimization made 2 different processes to make their search simpler which include -

Keyword Optimization & Conversion Rate Optimization

#1. Keyword Optimization: Optimization of keywords in an app’s metadata is a top job of App Store Optimization researcher. This is done to make sure that the related keywords are found in the app’s metadata and to enhance rankings of the targeted keywords for a particular app.

#2. Conversion Rate Optimization: In order to increase the rankings, it is essential that the downloading of a targeted app should also increase. The boon or strength of an app should also undergo by the process of optimization. The various conversion rates among different apps are distinguished in order to choose the most popular one. Google play has created the process called A/B testing which is given to the ASO researchers within Google Play Console by creating an A/B testing platform.
          
Let us go through some advantages and disadvantages of App Store Optimization;

Advantages

  1. It enhances the visibility of the applications
  2. The increase in visibility leads to increased traffic
  3. It helps ASO researchers to locate the exact keywords which are referred by users 
  4. It increases traffic and eventually increases the rate of downloading the app
  5. App Store Optimization is cost friendly if you do it yourself; it is almost free of cost as you are not going to pay anyone for that. Of course, it is a little time consuming, but once done, the outcomes are really fruitful
  6. However, expert guidance is highly recommended to boost growth, reach and thus business 

Disadvantages

  1. ASO needs to have a continuous watch on the fluctuations in the market. It is quite time-consuming, and it needs to be done in a correct manner to produce positive results.
  2. The difficulty level of ASO is high as the procedure that is followed is crucial and needs a thorough understanding. 
  3. The ASO is possible only if there is a large quantity of data available to you. But unfortunately, the App Store provides fewer amounts of data which leads to dependency on third-party tools to calculate the actual rankings.
India is said to be the second country in terms of using mobiles phones as compared to other countries across the globe. The count is increasing day-by-day and will keep growing in the future as well. 

As the count increases, the demand for different apps will also increase. The scope for mobile app developers is on the high rank in India. The requirements for App Store Optimization experts are higher than ever, thanks to the mobile age where users are willing to download an app for specific tasks rather than looking out for solutions outside in the physical world or reaching out to someone for help/assistance.

On the similar lines, mobile app development companies in India and beyond are trying to design attractive and useful apps to beat the rising competition. Android mobile app development and iOS app development are the two main distinctive categories that come under app store development and optimization.

Few ASO Tips to Get You Started

  • Add keywords not more than 100 characters to App Store listing
  • Use descriptive title not more than 50 characters
  • Include keywords in your title
  • Avoid using generic terms
  • Avoid names of celebrities and influencers in the description
  • Choose app category wisely
  • Make app description easy-to-read and comprehend
  • First few sentences of description should include primary keywords
  • Low competition keywords are advisable to target
  • Screenshots are vital, leverage them intelligently
  • Emphasis on including an intro video to your profile
  • Release regular app updates for better ranking
  • Pay close attention to app’s logo design
  • Monitor progress and maintain reports
  • Everything should be a part of A/B testing
  • Ask for reviews/feedback/ratings from genuine and satisfied users
  • Localize your freshly-brewed app for better results

Concluding Words

Apart from various disadvantages of App store optimization, it is very important for the app store developers and ASO marketers to be aware of the popular keywords and traffic for effective app targeting. By doing so, users can easily find your app and explore its useful features.

ASO generates positive outcomes if you are aware of your users’ interests and preferences. Additionally, make sure that you observe your competitors very closely who are already doing well. It is also important to understand that it’s no magic and ASO will take some time. And if done the right way, results would be appreciable and your app would be on top of the search results. Ensure that you go through the above-mentioned benefits and tips closely so as to garner maximum benefit.

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