App store optimization - ASO - is a way of improving your visibility in an app store to have your page optimized towards conversion as it brings you more users and long-term success. Your app's conversion rate will depend on a few factors: the use of the right keywords, the perfect title, localization, images and screenshots you use to illustrate your app and regular updates. This will result in increased visibility, a boost in your ranking and definitely drive more people to download. You need to be successful in communicating the uses of your app to stores and potential users to reach a higher percentage of installs, may it be on Apple App Store for iOS or Google Play Store for android.
Using the right keywords is an important aspect of App Store optimization. You should include the words that users more commonly look for to help push your app to the top of the search results. Firstly, you should identify the perfect keywords. Apple App Store and Google Play Store are designed in a way that their algorithms will search descriptions, app names and subtitles to recognize what the app is about and match them to the user searches. The point is, you should choose words that will help the algorithm find out where you would like your app to be found. However, keyword optimization has some restrictions, as Apple and Google play limits the number of characters you are allowed to use. The best way to maximize your app is choosing each keyword wisely in order to use those that get the most traffic in the store. Building a semantic core is one of the most important parts of App Store Optimization.
Collect the most keywords related to your app
Collect all the keywords you think about, which are, of course, related to your app. They can be the benefits or the features of your app. Note them down.
Choose the right keyword with high traffic and intent
All the keywords you've found are not necessarily suitable. Check the popularity of each word, so you can keep only the best ones: maximum 10 words which get the most traffic. But be careful, search for words that also have a high intent to be sure to get higher value users.
Integrate the keywords to your app's metadata and monitor the results
When the choice is done, add those winning keywords to your app's metadata and monitor daily to see which word works and which one doesn't. In this way, you can take some out, give a chance to new ones and maximize your ranking on Apple App Store and Google Play Store.
Your title should be memorable, descriptive and most importantly, it must include the target keyword of your app, the one that has the greatest competitive rate. Remember, it is the first thing users will see. It describes what your app does, and users will understand straight away if the app is made for them. Apply the distinctiveness effect so that your title stays in your user's mind for a long time. An unusual title always works much better than a common one, and increases the chances the users will install it.
Localizing your app in various languages allows you to reach more people, get a higher ranking for search queries and grow your user base in new markets. That is why, you should firstly think about who your users are and where your main market is. If your app attracts lots of people with its beautiful localized screenshots and title, but they can’t figure out how to use it, you could get loads of bad reviews and lose users you attracted from search results. Localization should be done when the app is still under development with proper professional translators so that you get genuine and high-quality translations. Don't use the same keywords and title everywhere, it may affect the number of installs. You want to reach new countries in search results, but you don't have characters anymore? Try Cross-localization! You can, for example, use English UK for new keywords for the Spanish market. But be careful and choose wisely! There are things that are prohibited by law in some countries, which may lead to an app being banned from the market.
You absolutely need to craft the most appealing and stunning screenshots and videos that will illustrate your app and convey information. All the users will be exposed to the "first impression" effect. They will spend just a few seconds looking at your gallery before making a final decision: either leaving the page, continuing to explore the app, or definitely installing it. Make it the most impactful possible, as it is imperative that the gallery they find while searching is appealing so that they are enticed to stay on your app and finally install it. Play on your gallery orientation, for instance, landscape layouts have more impact on game lovers. Portrait orientations will display multiple messages in each frame, suitable for a wider range of apps. Choose different screenshots for Apple App Store and Google Play Store. They are 2 different stores with different designs, user preferences and mindsets. Testing and optimizing your screenshots is imperative for higher conversion rates. A nice shot will only benefit your business if it helps to convert app browsers into users.
Your app's metadata needs to be updated regularly to ensure sustainable visibility and rising conversion rates. But, of course, it will depend on the resources you have and your ASO strategy. The key is to know when to update your metadata and determine how long it might take for each store’s algorithm to take these changes into account. Changing a keyword can have a significant impact on your ranking but will be different on Apple and Google play. On Apple, the change will be effective quite rapidly as compared to Google Play. Taking that into account, ideally, updates should be done every 4 weeks on Apple and every 6 to 8 weeks on Google play.