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App Store Optimisation (ASO)

Brand Promotion

Smartphone devices and Applications are taking over from computer and browsers when it comes to internet usage, over the last few years smartphones have taken over from all of forms of internet access as the number 1 format. The App space market has grown up into a multi-billion dollar industry.

The two major devices generating revenue are Android and iOS; Google's Playstore is slightly ahead in the Market place when considering the total number of apps downloads, Apple is probably the largest revenue market though.

But unusually both technologies (iOS and Android) are two evenly matched competitors in the same space. This is good for an app publisher as it gives two competing routes to market.

However, the success of the respective stores is also a constant headache for publishers wondering how they can get their app noticed among many 100's of thousands of apps.

Application promotion needs to follow a different route to a typical website

As SEO practitioners, there is a constant need to optimize apps for both Google Play (Android) and Apple’s iOS store. This poses more challenges, but also is open to more opportunities. If you are thinking of creating a mobile app or already have one in the market, the steps outlined below will help you optimize your app in both app stores.

• Google Play Optimisation:

  • On Page Optimisation: :
    1. Title: A title that catches user’s attention is the most captivating one.
    2. Description: A short yet complete description to explain what the app is, what it does, and its benefits. There is a 4000 character limit on descriptions- write what is best.
    3. Category: Choose an appropriate category for your app; in case it falls in several categories, choose the most appropriate one.
    4. Video Links: Videos are capable to explain better than what text can, use video links to give the idea of your app.
    5. Screenshots: Use the best screenshots to make sure people have a look into what the app looks like.
    6. App Type: Google divides apps into two main “types.” They are “applications” and “games.” Mark your app appropriately.
    7. Social Links: Use social links to make sure people know of your app and share with those who don’t.
  • Off Page Optimization:
    1. Press release: Once the app is up the first thing to do is write a press release that attracts peoples’ attention.
    2. App rating/review: Rate the app for others to know of it and to tell the experience you’ve got of it.
    3. Social Media Optimization: Socialize the app and get more people to know of it.
    4. Content Marketing: Write about the app in the most appropriate places; make use of only authorized websites.
    5. E-mail Marketing: Choose E-mail marketing for best results for off page optimization.

• iOS Store Optimization:

  • On Page Optimization:
    1. Title: Title is an important space for ASO; Apple recommends fewer than 25 characters for app title. Make sure the app title clearly describes the app and what it does, but keep it short.
    2. Description: Describe the great features of your app and also why is deserves to be downloaded by people.
    3. Logo: This is a great way you can creatively express what your app does. Remember communicative logos make the best impact.
    4. Category: Choose the category of your app really wisely because this will be where people will find your app.
    5. Screenshot: Use the best screenshots to make sure people have a look into what the app looks like.
    6. Keywords: Apple also recommends using unique keywords over highly generic ones. Make strategic use of your keyword selection.
  • Off Page Optimization:
    1. Press release: Once the app is up the first thing to do is write a press release that attracts peoples’ attention.
    2. App rating/review: Rate the app for others to know of it and to tell the experience you’ve got of it.
    3. Social Media Optimization: Socialize the app and get more people to know of it.
    4. Content Marketing: Write about the app in the most appropriate places; make use of only authorized websites.
    5. E-mail Marketing: Choose E-mail marketing for best results for off page optimization.

Mobile apps are still an expanding industry and we will continue to see many new changes as this industry continues to grow. This explosion in growth will clearly have a high impact on how ASO is implemented, and we may see many new on-page and off-page ranking factors.

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