We live in a world where over 40 percent of the planet’s population is online, and nearly a third of the world owns a smartphone. People are connected like never before, and that has presented businesses with the unique ability to turn the entire world into a customer base.
The challenge? Every other business is trying to do the same, with the same audience. The newest frontier in the battle for growth and profitability is the app market, where over three million different apps present a growing market with complexities, stark competition, and the opportunity to turn hundreds of thousands of free users into paying customers.
That’s where app store optimization, or ASO, becomes so critical.
App Store Optimization (ASO) is a rather recent specialty in the world of digital marketing, because never before has the app market swollen to such a size that it’s become possible – and necessary – for businesses to exploit and use definitive marketing factors to bring their app to the top.
We here at Techmagnate utilize those marketing factors to bolster your application, increase brand visibility, multiply your download numbers and bring you as close to the top of your category as possible.
ASO isn’t an exact science just yet – but we’re among the pioneers who are working relentlessly to decipher every last possibility in the world of SEO for apps.
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App search optimization presents companies looking to take advantage of its possibilities with unique challenges. Unlike any other marketplace type on the planet, app stores are universally accessible and provide an extremely fluid commodity: a portable hand-held service. Because there isn’t such a thing as ‘local’ in determining quality or app rankings, ASO deals with the fact that:
We do our research well - our ASO strategy is based on understanding the customers, the competitive landscape, and the utility of your app.
We inherently understand that both the Google Play store and the iOS App Store have different approaches to ASO. The App Store allows 100 characters while the Play Store allows 4000-characters to determine search results. We use proprietary tools to understand the language and keywords your customers are searching for, your competitors are targeting, and the ones that will drive the most traffic.
The most important part of ASO, the App name or title, needs to be a balance between uniqueness, branding, and relevant keywords that drive search results. We recommend short titles, followed by a dash or vertical bar and select keywords for description.
An app’s description should function as a call-to-action - describing what the app does clearly, its features, and compelling reasons to download it. Simple, concise and updated descriptions will drive downloads.
The most important factor in app rankings is volume and quality of reviews and ratings - encourage ratings and reviews from happy customers, either through prompts or incentives. We help analyse your existing reviews, increase the volume of positive-sentiment ratings, and leverage feedback to improve ASO.
First impressions matter, and so does your app logo! An attention-grabbing logo in bright colours, unique shape and/or simple imagery is a key part of your app’s branding. For e.g, take Instagram’s logo - it’s bright, it’s descriptive, and is easily recognisable.
Including screenshots and videos allow potential users to visualise your app and will drive downloads. Highlight the best parts of your app, its most popular pages, and its key features - this is your window display to the world! We love the screenshots that Snapchat has used - they accurately depict all that the app can do:
Publisher name and reputation also drives app searchability - choose a publisher name that describes the types of apps you create succinctly. For example, the classic Angry Birds game is published by Rovio Entertainment:
In the iOS App Store, you can pick a primary and secondary category for your app while in the Google Play Store, you can only pick one. Choosing a relevant category is extremely important to success - your app’s best fit, user mindset, and competitor categories are all valid considerations.
Post download, app engagement and retention are the next challenges to work on - a high quality app is only the first step. Introducing incentivisation, adding personalisation, asking and acting on user feedback, as well as frequent updates to the app will be value additions to the lifecycle of the app.
We at Techmagnate tackle these facts and similar challenges with a combination of an experienced team of ASO experts, and the monitoring and analytics technology needed to fine tune and optimize every single step of our ASO campaign. Like many other search engine optimization services, app store marketing relies on a strict flowchart of needs:
This requires heavy analytics and relevant data aggregation. Simply aggregating any data is a mistake far too many app store optimization companies make: we focus on actionable, useful data without the clutter.
Once a customer finds your app in the rankings, there are only a handful of factors that help them determine whether or not your app is worth a damn: logo and preview design, description formatting, and app reviews. This is also where our world-class keyword research and app store keyword optimization comes into play.
There are limited ways to push your visibility, discoverability and ranking through App Store SEO and Google Play SEO – you’ll need to utilize some of your marketing resources to getting the word out about the application through relevant marketing channels.
2015 saw 50 billion downloads in the Google Play store. That number has been steadily and exponentially increasing since app marketplaces became an integral part of the online shopper’s world.
Don’t let your business be drowned in the noise and bustle of the app world – contact us today, and let us guide you through to success with our proven and pioneering ASO techniques.
If you’re not sure which ASO plan works best for you or need a custom plan for Paid App Promotion, simply get in touch with us.
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