3 critical App Store Optimization mistakes you’re overlooking


  • When Apple and Google introduced in 2008 the App Store and Play Store, respectively, they were merely the tech giants’ marketplaces to distribute mobile software (apps) to their customers. 12 years (and nearly four million apps) later, they have transcended from simply a distribution channel into a crucial marketing channel. App store marketing, or better known as App Store Optimization (ASO), has since been a vital aspect of many digital and mobile marketing strategies.To get more news about Google Play App Keyword Ranking Service, you can visit aso700.com official website.

    Compared to other marketing topics, ASO tends to be specifically powerful when you look for high efficiency and low dependence on the marketing budget. Its emphasis on organic app growth activities (no expensive paid campaigns like advertising involved) promises just that.

    Furthermore, its operations revolve around natural app discovery. This means influences of external factors on user install decisions are minimal. As a result, you’ll acquire higher-quality users whose decisions are their own, and thus they’re easier to retain and monetize.However, with such an importance, and even though 2020 is expected to be the year ASO will mature, the industry still isn’t as developed as many would like it to be. There are several systematic, expert-level yet fundamental misconceptions about the topic that even some experienced professionals are still making. They limit the true potential of ASO, and the earlier you identify them, the better you can avoid them.

    Most of my career in ASO has been developed at mobile marketing agencies and consultancies. As a perk, I get to meet, help and discuss about it with many mobile marketers, product managers, app developers and business owners. One thing I constantly notice in such discussions is that they mainly care about search or keyword optimization when it comes to ASO. In their view, ASO is merely “SEO for apps,”. This reality scares me, for 3 reasons:

    Only about 30% of app installs are influenced by keyword optimization — and that’s based on statistics from two to three years ago. Now that Facebook, Google and Apple (Search) Ads are trying to dominate mobile marketing, the percentage is likely much lower.
    ASO means organic app installs, not just visibility. There’s no point gaining massive organic visibility in the app stores if you can’t convert it into more installs. You can only do that with a solid conversion rate optimization (CRO) strategy.
    Even when visibility is vital, it isn’t only about search. There’s also browse channels, which include app store featuring (App of the Day, etc.), top charts and category ranking, and similar or recommended apps. They aren’t prevalent, but they do have an impact.