App Store Optimization (ASO) is the act of improving the visibility of an app amongst the competition.
Proper marketing for your application is critical to your business’ success. Customers must be able to
easily find your app, and have all of their questions answered within a very limited space.
According to a 2013 Forrester Research report, 63% of apps are located in app store searches.
Today’s app marketplace is ruled by two major app stores – Google Play and the Apple Store.
Millions of apps are being marketed to an ever growing audience. How you position yourself against
the competition can determine your success in the marketplace.
Before you start, you must have a crystal clear vision of your company, your application’s functions,
your specific audience, and the mechanisms you’ll use to bring those parties together. The way in
which you craft the release of your new application is as critical as the design of the application itself.
These are a few key themes for your app store listing:
- Optimize your Title – be sure that the title is clean and simple. This is the biggest opportunity to describe your application and its function to the audience. Try to keep it under 25 characters. It’s tempting to be ‘cute’ with an app name. Be sure you keep your focus when you select the name.
- Optimize your Keywords – Separate all keywords with commas, no spaces. Be sure to leave no empty spaces in keywords area. Empty spaces are wasted characters – don’t waste opportunities to squeeze in possibly one more word into the keyword area. Maximize your searchability with crafted words.
- Description – This is your key opportunity to explain your app to the world. Be sure that you are focused in your words. Check the limits for text allowed in each posting. If you need, hire someone who writes professionally, to maximize this opportunity. Here, you must be crystal clear with your customer. Be sure to address the ASO needs of both your human and search engine audiences.
- Unique Icon – Each app should have a unique visual icon that identifies the application. Try to avoid words in the icon.
- Screenshots – Most customers examine the screenshots to see if they like the ‘feel’ of the app’s layout.
- Fill out the “What’s New” area – Update this area frequently, as changes are made to your app. This demonstrates that you are actively listening to the needs of the customers and the industry.
- Preview everything – Be sure the layouts are displayed the way you intended, before publication.
These are the foundations for any ASO effort. Be sure that you enter the marketplace with a strong