"ASO is easy!" 

"Oh, yes, it’s like SEO for apps, right?!"

"We have a team member who looks out for paid UA, SEO, PPC, and ASO." 

"ASO is dead! The thing that matters is paid UA. "

"I have a guy on the freelancer platform who makes ASO for $10."

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The ASO Essentials: Platforms and Elements

First of all, yes, ASO is easy! Second of all, hard no for the rest!

If you don’t want to talk about ASO with outdated knowledge from 2012 and want to learn the fundamentals of ASO, you’re at the right place! Let’s dive in!

App Store Optimization is an umbrella term that includes everything you need to do to increase your visibility in stores and improve your conversion rate. We’ll talk about the details of these terms and what type of operations you can do for them in a few seconds. But let’s cover the essential terms and platforms first. 

In order to upload your application to the stores, you need to create an App Store Connect and Google Play Console account, where you can manage, further develop, or fix your application. The store elements that matter for ASO also can only be managed on these platforms. 

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The store elements that will be optimized for ASO purposes in the App Store are:

• Developer Name
• Bundle Name
• App title
• Subtitle
• Keyword List
• Promotional text
• Long Description
• In-app purchase names
• In-app events
• Screenshots
• App preview video
• Icon

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The store elements that will be optimized for ASO purposes in the Play Store are:

• Developer Name
• App title
• Short description
• Full description
• Screenshots
• App video
• Feature graphic
• Icon

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Cracking the Algorithm Code: Factors for Success

Both Apple and Google have complex algorithms that determine your success and reward you with more visibility to reach users. If you think algorithms are actual store owners, they want to keep their stores of top-notch quality and serve their customers the best products in their stores. 

As we mentioned, these algorithms are very complex. To determine apps visibility some of the factors that algorithms regularly check in and take into account are:

• Install volume
• Store page conversion rate
• Metadata
• App quality
• Uninstall rate
• Retention rate
• Rating & reviews 

One of the common misunderstandings about ASO is assuming it is only keyword optimization. When you write your metadata (title, subtitle, keyword list for App Store and title, short description, and long description for Play Store) with high in-demand and related keywords, you will show algorithms what’s your app all about and what kind of search inquiries your app is related. That’s it. You’re not going to magically start ranking at the first position for a keyword when you have it in your title. Otherwise, we wouldn’t be doing this job instead of being travel influencers.

Finding the right keywords and writing your metadata with them in the most optimal way is only one side of ASO, often we call it the “Visibility” side of the ASO. You also need to show algorithms that you’re successful in converting those search inquiries into downloads. That’s where constant experimentation and conversion analysis come into play, often we call it the “Conversion” side of the ASO. 

Visual trends are always changing and the competition getting brutal every day. To keep up with the fast-moving mobile industry around your app, you will need to implement experimentation as a cycle into your day-to-day operations and keep brainstorming, learning, and improving your conversion rate. 

Algorithms are smart. They won't let you go after users download your app. So, it’s essential to keep yourself on your toes for the best shape of your app’s service/product. A low uninstall rate and high retention rate will come automatically with a high-quality product. And Ratings & reviews will be the best indicators to show your app’s success, not just for users, but also for algorithms.

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As we said, ASO is easy, if you implement the right frameworks into your business operations. If you’re confident with the product/service that your app provides, we’re here to help!

Book a call with us and let’s find out your app’s true growth potential!

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