ASO (App Store Optimization): strategies to increase app visibility

ASO can boost your app’s visibility and hook potential users from when they start searching. Let’s see, what ASO is and what are the main strategies to optimize app visibility.

What is ASO and why should you pay attention to it?

ASO (App Store Optimization) is an all-around strategy. Its main aim is to improve an app’s visibility, enhance its ranking, and increase conversion rates (CR). The ASO process involves optimizing metadata, refining visual assets, managing incentivized traffic, and handling user feedback. By streamlining these elements, ASO enables better app discovery and drives higher install rates.

What are the goals of ASO?

1. Enhancing the visibility of apps in search results.
2. Driving traffic, extending the user base.
3. Increasing the Install Rate.
4. Minimizing marketing expenditures aimed at attracting the target demographic.

Before launching the app in the store to establish a robust promotional foundation you should consider ASO. Typically, ASO yields significant long-term results, often becoming apparent after approximately three months.

What are the essential ASO elements and how to improve them?

Boosting an app in popular stores necessitates a thorough tactic involving audits, working on textual and visual components, as well as managing app ratings and incentivized traffic. This approach enhances the app’s visibility compared to competitors. Let’s delve into effective ASO strategies.

Textual app metadata optimization

Text-based app store optimization involves selecting quality metadata like keywords, a semantic core, titles, and descriptions.

Keywords reflect how users search for an app (e.g., “CapCut” or “Capcat”). It’s important to include all variations, even with errors. Typically, 15-20 phrases are used, separated by commas.

The semantic core consists of keywords that describe the app’s features and user benefits, such as “Photo editor” or “Video editor with music” for CapCut.

How to Build a Semantic Core for a Mobile App:

• Understand the User Journey in the app store.
• Analyze Competitor Keywords to identify key search terms.
• Develop a Semantic Core based on search traffic volume.
• Select Relevant, High-Frequency Keywords for Optimization.

Once you’ve completed your analysis, distribute the keywords across these app store fields:

1. Title. Use the most critical phrases (e.g., “CapCut — Photo & Video Editor”).
2. Subtitle (iOS). Add supporting keywords not in the title (e.g., “Video maker with music”).
3. Short Description. Combine a call to action with keywords.
4. Main Description. Highlight features, social links, or promo codes (indexed in Google Play, but not in the App Store).
5. URL. For Android, this field can also include key phrases.
6. Promo Text. Capture attention, though it’s not indexed.
7. What’s New. Keep this updated with new features and fixes to re-engage users.
8. Localization. Translate the app in different languages and make localization for different cultures, considering nuances in wording.

Each field in the store has restrictions on the number of characters. These are listed in the table.

Field	App Store	Google Play
Title	30	30
Short Description	30	80
Keyword field	100	—
Promo text	170	—
Full Description	4000	4000

Visual ASO

Visual ASO consists of icons, screenshots, and videos. Graphic components shape the initial indentation of the app. That’s why these elements must effectively communicate their purpose, and main features, and motivate user installs. Let’s break down in detail how visual ASO works.

Icon

The app icon is the foremost visual element users see in search results. What are the main secrets of a successful icon:

1. Simplicity and Clearness. The icon should be neat, easy to recognize, and not too complicated.
2. Originality and Appeal. It should stand out, engage users, and distinguish the app from competitors.
3. Compliance with Guidelines. Provide the design adheres to the specific requirements of each app store.
4. Device Compatibility. The icon should be optimized for display across various devices and operating systems.
5. Testing. Use A/B testing to evaluate its effectiveness and appeal to your target audience.

Screenshots

This element is intended to interpret the app’s value and appear in action. You can download from 8 to 10 screenshots in the store. But most users typically only view the first three, so it’s critical to highlight the app’s key benefits within those. There are some ways to optimize your screenshots:

1. Follow a logical sequence. Logically organize screenshots to tell a coherent story.
2. Don’t forget about high quality. Images or videos should be clear and of high resolution.
3. Adjust for opposed devices. Visual elements should be adapted for many devices and OS.
4. Add Captions. To interpret the main features of your mobile app use text overlays.

The design of screenshots can be categorized into four main elements:

1. Mockups. Include realistic devices with 3D representations, outlined screenshots, screenshots without devices, or flat images of devices.
2. Text Elements. Some text can be emphasized with colour, while others may stand out through font size or underlining. Text can be displayed on banners or as brief, impactful phrases.
3. Background. The background should complement the app’s colour palette and style, creating a unified visual experience.
4. Additional ASO Elements. These can include cover images, character or logo screenshots, feature highlights, content banners, photo tone effects, and isometric designs.

Video ASO

While optional, videos are frequently utilized, especially in the gaming category. A video effectively illustrates the game’s interface and features. In the App Store, you can upload a video preview, while in Google Play, only a YouTube link is permitted. Don’t forget to upload a cover image for the video.

Aso video strategies include these points:

1. Duration. Keep the video under 30 seconds.
2. Tailored for Each Store. Creative elements should vary across platforms.
3. Avoid Overloading. Do not overcrowd the video with excessive features.

We have elaborated on how to create ad creatives for various platforms here.

Incentivized Traffic

Incentivized traffic consists of people drawn to an app through specific rewards or incentives. Certain platforms provide tasks, and upon completion, a system verifies the task and compensates the user.

How does incentivized traffic influence the search ranking of the app?

1. Keyword boosting. Incentivized downloads predicated on particular keywords signal to store systems about the relevant query. It aids the app in climbing search results and increasing its pool of organic users.
2. Maintaining position. When a mobile app ascends to the top, incentivized traffic supports its position.
3. Correcting ratings and reviews. When users install an app in exchange for a review or rating, it can seriously enhance the app’s average score.

Although incentivized traffic has emerged as a quick method to elevate an app’s ranking and offers low entry barriers, some marketers express scepticism about this approach. Potential drawbacks include:

• A limited number of incentivized users are available in the market.
• No guaranteed surge in organic traffic.
• Restricted functionality when targeting various geographic areas.
• Not all incentivized reviews may pass moderation and be published.

Mobile App Reputation Management and How to Make it More Effective

An app’s ranking, which is formed from ratings and reviews, has a significant impact on its search ranking. It can go up or down depending on the nature of the feedback left. We have assembled a few recommendations that can be used to increase the rating of a mobile app.

How to increase the mobile app rating?

1. Form a “safety cushion” by gathering a portion of positive reviews in advance. Ask your real users or start with your development team and testing groups.
2. Monitor your app’s average rating to ensure it doesn’t drop, which could affect future installations.
3. Regularly check popular reviews, as users often see the most helpful comments, based on the number of likes or dislikes.
4. Pay attention to user feedback for opportunities to improve the app.
5. Respond to all reviews in your account.
6. Don’t ask for a review right after the installation. Users normally need more time to explore the app before sharing their feedback.

Which factors influence app rankings on app stores?

By learning key ranking factors, you can optimize your app and enhance its search position. The ranking considers UX, quality, and how well users interact with the app. Metadata, as mentioned earlier, also plays a critical role. The higher the metadata quality, the better the app’s ranking will be.

Key Factors Impacting App Stores Rankings

1. Installs. More installs improve search ranking.
2. First Launch. Users must open the app after installation for it to count; incentivized traffic can help.
3. Re-opening (Google Play). Low engagement or inactivity can hurt rankings. Encourage users to return on days 2, 3, and 8.
4. Reviews. Both quantity and quality impact rankings.
5. Frequent Updates (App Store). Regular updates boost visibility and attract users.
6. Uninstalls (Google Play). Fast uninstall rates lower rankings.
7. In-app Revenue. Purchases improve visibility and conversions.
8. Usage Time. More time spent in-app enhances ranking.
9. External Traffic. Driving external traffic signals quality and improves position.
10. Placement Duration. Apps placed for 2-3 weeks see a ranking boost.

What are featured apps and hot to get there?

By featuring we understand the placement of a mobile app in special selections in the store. Placement in these collections allows you to increase your app’s visibility and profitability. Collections can be created either automatically (based on user interests) or manually (created by editors).

On Google Play, these types of feeds include ‘Interesting new releases’, ‘Popular’, ‘What’s happening’, and ‘Everyone’s playing’.

In the App Store, it’s ‘Today’, ‘Top Games’, etc.

Google Play and App Store have special forms that you need to fill out to apply for featuring. We’ll give you a few tips that can make an impression on the editor and help your app get listed:

• Test and fix technical bugs.
• Don’t forget to update systematically.
• Promote the site owner’s features.
• Optimize your mobile app’s page in the store.
• Participate in Google Play and App Store competitions.
• Maintain originality.

Despite its benefits, phishing also has its pitfalls. For example, you may get irrelevant users if the selection has been made by an editor for all users of the store, distortion of analytics and understanding of the product, as well as the inadmissibility of any UX mistakes since the app will be on public display.

What are the everyday ASO mistakes and how to avoid them?

Several common ASO mistakes can hinder the optimization process and lead to errors. Here are a few to watch out for:

1. Not conducting a competitive analysis when creating the semantic core.
2. Ignoring search term suggestions (suggester terms).
3. Failing to use all available characters when filling out metadata.
4. Duplicating keywords in the subtitle or leaving this field blank.
5. Overlooking different locales and their impact.
6. Repeating relevant queries in metadata unnecessarily.
7. Lacking a clear structure in the app description.
8. Failing to add captions on screenshots.
9. Ignoring user reviews and neglecting reputation management.
10. Implementing too many changes simultaneously over a short period.

ASO optimization services for your mobile app

How can Acquisition.mobi help sweeten your mobile app’s rankings and improve your app’s visibility:

1. We will develop a thorough ASO strategy.
2. We will enhance UX management.
3. We will optimize your app’s install rate.
4. We will conduct A/B testing of ASO graphic elements.
5. We will regularly track and monitor your app’s rankings in the stores.

If you’re interested in ASO optimization, contact us at info@acquisition.mobi.