App store optimization
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App store optimization (ASO) is the process of increasing an app or game’s visibility in an
app store An App Store (or app marketplace) is a type of digital distribution platform for computer software called applications, often in a mobile context. Apps provide a specific set of functions which, by definition, do not include the running of the c ...
, with the objective of increasing organic app downloads. Apps are more visible when they rank highly on a wide variety of search terms ( keyword optimization), maintain a high position in the top charts, or get featured on the store. Additionally, app store optimization encompasses activities that aim to increase the conversion of app impressions into downloads (
conversion rate optimization Conversion rate optimization (CRO) is the process of increasing the percentage of users or website visitors to take a desired action (such as buying a product or leaving contact details). History Online conversion rate optimization (or website o ...
). The two largest distribution channels for mobile apps are the App Store (iOS) and
Google Play Google Play, also known as the Google Play Store and formerly the Android Market, is a digital distribution service operated and developed by Google. It serves as the official app store for certified devices running on the Android operating sy ...
(Android). Other alternatives for downloading apps include the Huawei App Gallery,
Amazon App Store Amazon Appstore is an app store for Android-compatible platforms operated by Amazon.com Services, LLC, a subsidiary of Amazon. The store is primarily used as the storefront for Amazon's Android-based Fire OS. including Amazon Fire tablets, and ...
and
Samsung Galaxy Store Samsung Galaxy Store (marketed as Galaxy Store; formerly known as Samsung Apps and Galaxy Apps) is an app store used for devices manufactured by Samsung Electronics that was launched in September 2009. The service is primarily supplied pre-inst ...
.


History

On July 10, 2008,
Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple trees are cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, where its wild ancestor, ' ...
's App Store was launched along with the release of the
iPhone 3G The iPhone 3G (also known as iPhone 2) is a smartphone that was designed and marketed by Apple Inc.; it is the second generation of iPhone, successor to the original iPhone, and was introduced on June 9, 2008, at the WWDC 2008 at the Mosco ...
. It offered users the possibility to download over 500 native applications for free. Since then, the popularity of the App Store has risen immensely, counting around 1.82 million apps available in the store in 2020. A variety of Apple devices currently offer store use, including the iPhone,
iPad The iPad is a brand of iOS and iPadOS-based tablet computers that are developed by Apple Inc. The iPad was conceived before the related iPhone but the iPhone was developed and released first. Speculation about the development, operating ...
, Mac, Apple TV, and
Apple Watch Apple Watch is a line of smartwatches produced by Apple Inc. It incorporates fitness tracking, health-oriented capabilities, and wireless telecommunication, and integrates with iOS and other Apple products and services. The Apple Watch was rel ...
. The
Google Google LLC () is an American Multinational corporation, multinational technology company focusing on Search Engine, search engine technology, online advertising, cloud computing, software, computer software, quantum computing, e-commerce, ar ...
Play Store, originally called Android Market, was released on October 22, 2008, alongside the T-Mobile G1. Over 50 apps were initially available, with this number rising to around 2.8 million in 2020. Google Play is currently supported on Android smartphones & tablets,
ChromeOS ChromeOS, sometimes stylized as chromeOS and formerly styled as Chrome OS, is a Linux-based operating system designed by Google. It is derived from the open-source ChromiumOS and uses the Google Chrome web browser as its principal user interfa ...
,
Android TV Android TV is a smart TV operating system based on Android (operating system), Android and developed by Google for television sets, digital media players, set-top boxes, and soundbars. A successor to Google TV (operating system), Google TV, it fe ...
, Wear OS, and the web. ASO has begun to develop into an established procedure. The term gained recognition in the industry, with sites such as Search Engine Watch and
TechCrunch TechCrunch is an American online newspaper focusing on high tech and startup companies. It was founded in June 2005 by Archimedes Ventures, led by partners Michael Arrington and Keith Teare. In 2010, AOL acquired the company for approximately $ ...
advocating the practice by February 2012. As store guidelines have become increasingly strict in recent years, ASO has steadily become more relevant.


Methods


Goals

Depending on a company’s priorities, goals and
key performance indicators A performance indicator or key performance indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products and other initiatives) in which it eng ...
(KPI), ASO can consist of: * Executing
keyword research Keyword research is a practice search engine optimization (SEO) professionals used to find and research search terms that users enter into search engines when looking for products, services or general information. Keywords are related to queries whi ...
to optimize metadata with the most searched keywords. * Optimizing creative assets, such as
icons An icon () is a religious work of art, most commonly a painting, in the cultures of the Eastern Orthodox, Oriental Orthodox, and Catholic churches. They are not simply artworks; "an icon is a sacred image used in religious devotion". The most c ...
,
screenshots screenshot (also known as screen capture or screen grab) is a digital image that shows the contents of a computer display. A screenshot is created by the operating system or software running on the device powering the display. Additionally, s ...
and videos, to encourage more users to download your app. * Localizing the app’s product page into foreign languages worldwide. * Implementing a review strategy to ensure a steady stream of positive reviews. * Increasing the app’s visibility in editorial content, featured stories or ‘Similar Apps’ placements. * Monitoring app store changes and competitor updates to maintain visibility.


Keyword optimization

Keyword optimization is one of the most substantial ASO tasks. It involves the selection of highly optimal and relevant keywords which will subsequently be included in an app’s metadata (title, subtitle, description, keyword field). According to Apple, 65% of app downloads occur directly after a search on the App Store.


Conversion rate optimization

Conversion rate optimization aims to increase an app’s downloads. As both the App Store and the Google Play store require developers to comply with specific guidelines (size, content) for each asset, it is essential to stay up to date with the stores’ specifications. It is recommended to measure the impact of creative optimizations through
A/B testing A/B testing (also known as bucket testing, split-run testing, or split testing) is a user experience research methodology. A/B tests consist of a randomized experiment that usually involves two variants (A and B), although the concept can be al ...
. This process involves creating different variations of a visual asset (e.g. two screenshot alternatives), randomly showing each variation to separate groups of users, and then comparing the conversion rates. Google Play facilitates this process, providing ASO marketers with a built-in A/B testing platform on the Google Play Console. For other platforms such as the Apple App Store, ASO marketers can run A/B tests via third-party A/B testing tools; run a pre/post test (directly releasing new assets in the store and measuring the impact pre- and post-change); a country-by-country experiment (testing different asset variations across similar countries), or testing different variations via ad platforms such as
Facebook Ads Meta Platforms, Inc., (file no. 3835815) doing business as Meta and formerly named Facebook, Inc., and TheFacebook, Inc., is an American multinational technology conglomerate based in Menlo Park, California. The company owns Facebook, Instagr ...
. An app’s visibility can also be increased by being featured on the app store. Being ‘featured’ refers to being promoted by store editors as a particularly relevant, high-quality, and engaging app. While it is notoriously difficult to be featured on the app stores, studies show that it drives visibility, traffic and downloads significantly.


ASO tools

Many companies choose to utilize specific ASO tools on the market. Such tools contain a number of features which can facilitate an app marketer’s ASO strategy. The main features of ASO tools include: *
Keyword research Keyword research is a practice search engine optimization (SEO) professionals used to find and research search terms that users enter into search engines when looking for products, services or general information. Keywords are related to queries whi ...
: Keyword suggestions, volume, installs, chance & difficulty (of ranking) * Keyword tracking & monitoring: ranking history, keyword update impact * Competitive analysis: Download & revenue estimates, metadata updates, rankings * Featured Apps * Ratings and reviews: Sentiment analysis


White hat versus black hat

White hat White hat, white hats, or white-hat may refer to: Art, entertainment, and media * White hat, a way of thinking in Edward de Bono's book ''Six Thinking Hats'' * White hat, part of black and white hat symbolism in film Other uses * White hat (compu ...
’ ASO refers to ASO strategies that are generally accepted, approved of and recommended by app stores, app marketers and developers. These practices maintain the integrity of an app, staying within the realms of the app stores’ terms of services. However, app marketers may alternatively engage in ‘black hat’ ASO strategies. ‘
Black hat Black hat, blackhats, or black-hat refers to: Arts, entertainment, and media * Black hat (computer security), a hacker who violates computer security for little reason beyond maliciousness or for personal gain * Black hat, part of black and whit ...
’ ASO practices are those that are forbidden by the stores, breaching rules and/or guidelines with the aim of driving further exposure under the guise of a more ‘popular’ app. While some marketers attempt to manipulate app stores with black hat strategies, the success of such techniques has become increasingly difficult through the years. In February 2012, Apple released a statement, reported by
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...
, "warning app makers that using third-party services to gain top placement in App Store charts could get them banned from the store.” Google followed Apple in 2015 and started manually reviewing apps, enforcing app quality and reducing black hat practices.


Notes

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