Once the foray of enterprise businesses, apps are becoming more commonplace among large- and small businesses alike. More businesses are realizing the benefits of apps and how they can be leveraged to provide better customer experience and boost revenue.
With so many businesses providing their own dedicated app, consumers are coming to expect it. Nearly half of small businesses currently have a mobile app, and another 30 percent plan to build one in the future.
Creating an app may be easier than ever, but it’s still a challenge to promote it. Many small businesses are in competition with apps and trying to get the download, so it’s vital to stand out. A promotion plan that uses both SEO and ASO is the best way to get your app out in front of the ideal audience and grow your business.
Benefits of Combining SEO and ASO
Search engine optimization (SEO) is a tactic for optimizing your site and its content for search engine rankings, and app store optimization (ASO) is a tactic for optimizing your app for discoverability in the app store. The goals may be different, but a lot of the methods are similar.
Apps can be found directly in the app store of choice or through Google, so it’s vital to still have a robust SEO strategy in place. App stores also require optimization to ensure your app is discoverable when a user searches.
In this way, consider the app store a closed search engine, and you’re using ASO to get your app the ranking and visibility on the first page.
SEO for ASO
SEO and ASO shouldn’t be one or the other. Instead of being separate, they should be used together to boost your app’s presence. Furthermore, SEO techniques can directly affect your ASO in a positive way.
Keywords are vital to SEO. Perform keyword research through Google to determine the best keywords for your app’s prospective users.
App title and URL optimization
Once you know your target keywords, you should include them as much as possible in your app name, description, and URL. An example for Zutobi is the DMV practice test by Zutobi app, which makes it easy to find for users.
App reviews and ratings
These can help users choose whether to download an app, or choose between two similar apps. Email outreach, push notifications, and in-app pop-up notifications can help you get more reviews from your users, improving your SEO.
Indexing lets your app open links directly from the mobile search on Google. If a user clicks on a link in a search, such as a student driver searching for a practice test in Oregon, it opens directly in the app by default.
Deep link is a method of using a hyperlink to connect to indexed content. The link should send users to the app directly, instead of your website to improve the overall experience.
Remember that building a responsive, optimized website is just as important for your app as the app itself. Your website can be used to direct users to your app and prompt a download, so make sure you offer value and relevant information that not only helps the user, but positions your business as a trusted source of information.
How to Improve ASO
A quality website can help you boost traffic to your app, but some users prefer to look for the apps they need directly from the app store. If you’re not complementing your SEO with your ASO, you could miss out on a huge potential audience.
Most users find apps through the Google Play Store, the Apple App Store, and the Windows Store. Downloads are likely to be your primary goal, but you may also want to encourage more app reviews, improve brand exposure, and engage the audience.
How to Optimize for the App Store
Each app store has its own features and requirements, but the main components of ASO are:
App Name, Subtitle, and URL
The app name, subtitle, and URL should all have keywords to boost discoverability. You should also use your names to communicate the app’s value and differentiate it from competitors. App stores have character restrictions that can make this challenging, but avoid stuffing keywords in to use up every character.
App Keyword Fields
App keyword fields are valuable for ASO. You can optimize your app for keywords using the high-value keywords you found from your keyword research. Over time, review and refine your keyword field to get a better ranking.
Meta Title and Description
Your meta title and description play important roles in your ASO. Meta titles should be concise and memorable, using keywords if possible. the meta description has more characters and gives you a chance to communicate the intent and purpose of the app. Be sure to include keywords in the meta description as well.
App Ratings and Reviews
App ratings and reviews can boost your app and brand’s credibility. When you’re developing your app, put a framework in place to generate reviews and reply to them to build a high volume. Be sure to remind your users to rate the app with email prompts and pop-ups.
Screenshots and Previews
Screenshots and previews can give users an idea of what to expect from the app if they download it. You can use these to show off the interface, the desirable features, and more, which may entice your audience to download it.
Another important aspect of ASO is continuously updating your app. The highest-ranking apps are ones that have optimal features and positive reviews. When you update your app regularly, you can improve your brand image and trust to keep your app ranking as high as possible.
Boost Your App’s Visibility with SEO and ASO
App optimization can be difficult, but it can significantly boost your app’s success. Having an app for your business has a lot of value and provides better customer experience and satisfaction. These tips should help you drive more traffic to your apps and encourage more downloads and engagement.