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ASO Mistakes Mobile Marketer Should Avoid in 2021

Feb 26 2021

ASO mistake


ASO is competing with over 3 million mobile apps on the major mobile operating systems of iOS, Android and Windows, so what exactly can you do to outperform the competition and gain access to users? To be successful, you need to get your app more exposure - and here's where ASO comes into play.


This is a great opportunity. Just like SEO, ASO has specific rules, tricks, and risks. Simply put, you need to understand what you're currently doing. Here are a few misconceptions that need to be shared with you in the hope that they will be helpful.

ASO is the use of mobile application store ranking rules, so that their mobile app has a more favorable ranking, so as to achieve the effect of promotion, but many app operations do not really understand the ASO ranking, lack of understanding under the ASO is easily to make mistakes and resulting in the opposite effect.

There are multiple factors that come into play: Apple or Google may change their app store algorithms, competitors may start targeting your most important keywords, and negative reviews may lower your average app rating, affecting conversions.

Successful app businesses approach ASO as a process with room for improvement. They regularly audit their apps’ positions, keep an eye on competitors, and run multiple tests to improve app visibility and get more installs.

Wrong definition of ASO


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”.

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, top charts and category ranking, and similar or recommended apps. They aren’t prevalent, but they do have an impact.

But how should ASO be defined?


To have a better understanding of the topic, it’s important to think long-term and see the big picture. ASO, in a nutshell, means maximizing the ability of an app’s App Store and/or Play Store presence to generate installs in organic, natural ways. In practice, it requires two types of efforts:

Make your app’s presence convincing and relevant to mobile users or visitors in the app store. This will persuade them better, with the help of several visible app store assets, to install your app after seeing it, no matter where they come from. At the end of the day, users coming from Facebook Ad campaigns, organic search traffic or otherwise will arrive at the landing page (App Store Product Page or Play Store Listing) all the same — and decide to or not to install there.

Make as many people see your app as possible. Once your app has a convincing and relevant presence in the app stores, it’s ready to present itself to the world. The way it works is simple: if you can both make anybody install your app after they see it and make many people see it, what you’ll have in the end is a lot of installs. This is where the traffic comes in — and you can increase (organic) traffic with app store search and app store browse optimization.

Change titles frequently to add the latest trending keywords


There are a lot of ASO articles and blog posts stating that app descriptions don't matter because the App Store algorithm doesn't take them into account. This is true to some extent, but recent tests have shown that since the Spotlight changes, the App Store is starting to pay attention to app description content. In any case, even if app descriptions are not important to the engine, they always provide useful information to users. People read app descriptions before they download them. So make sure you describe your app's features in a compelling way.

Now this is probably the worst thing you've ever done, because changing your app title too often can break the app on the App Store. As Ankit Jain, head of Google Play Research, said, App title is the most important meta data in ASO, but you can't change it from time to time to improve your ranking. It's true that the title is the most important part of your metadata, but changing it frequently won't help your ASO efforts (and changing the live title isn't the right way to A/B test either). To make the most of your title, keep it under 25 characters to read on mobile, use your main keywords, and make the title sound creative.

Adding keywords, mixing keys or even changing the product name won't do you any good. On the contrary, it can be detrimental to your operational strategy.

Choose a title and don't waver. This title is your most beneficial tool in ASO, so you want to make sure it's concise, unique and memorable enough; ultimately, make sure you include all relevant keywords, not those that are spammy.

Keywords are everything


Since ASO third-party statistical tools are becoming more and more popular, keyword coverage numbers have become an alternative battlefield, as if everyone recognizes the fact that the more coverage, the more natural traffic.

But this fact is unfortunately one-sided because it ignores the issue of ranking, where the traffic of a keyword will be divided up among the top 5 search results. And now if you deliberately pursue the amount of keyword coverage, the method is nothing more than adding fewer split symbols to fill in more characters and hoping for more groupings, or filling in high-temperature words, and more being associated.

But the disadvantage of doing so is that if you add too many words with too little relevance or group words too long, it will seriously reduce the weight of the core keywords, which will lead to the core keywords ranking backward, not conducive to subsequent optimization. In fact, each subdivision of the industry can bring the amount of keywords is also so many dozens, to ensure that these words are filled in the right place is to fill the word to do things.

We don't deny that keywords are really important and are always a fundamental element of mobile Internet optimization. What we want to point out is that keywords alone won't get you to the top of the "hottest downloads" list. If you just developed a game app and put "game" as a keyword everywhere - that's not optimization.

The App store has the same dynamics as traditional search engines, so you need to keep an eye on the keywords - but be careful not to impose any irrelevant keywords on it.

Pay more attention to the user experience and make sure the keywords are relevant and meaningful to the app content.

Mindless keywords setting


Some app operators in doing ASO, set keywords often ignore the heat and difficulty of keywords, or ignore the relevance of keywords and their own APP, based only on subjective assumptions, blindly stacked a bunch of keywords, but after paying a huge amount of human and financial resources, the effect is very little. The first key step in determining the success of ASO is to set the keywords, choose the keywords with high heat and low difficulty, often with half the effort, of course, this must be based on the relevance of the selected keywords and their own products, you may wish to set keywords to study the industry keywords and competitor keywords, using tools to analyze the heat and difficulty of the keywords, according to the situation of their own. Choose the right keywords.

Neglecting data analysis in the launching of the app


There is no need to wait for your app to be launched to start working on ASO. And it’s more – doing so would make you lose a lot of potential.

Pre-launch ASO is definitely a must: it enables you to fully prepare your app and its listing for launch day. You can do an extended keyword research, prepare the content of the listing, look at competitors to see how they are working on their listing.

ASO is a persistent work, it is necessary to analyze and modify according to the effect of keywords, and this happens to be one of the most likely ASO misunderstandings.

All apps should do ASO, but not all apps should do ASO vigorously


ASO is essentially the fight for core keyword ranking, so that it is well understood above this subheading, because now the field of entrepreneurship is very segmented, there are very segmented areas, and at the same time because of the segmentation of the field, it will lead to the core keywords of the field of the general low heat. So these industries should focus on how to do a good job with their products. This reASOning also applies to the O2O industry, should focus more on the integration of offline resources rather than ASO, ASO to cover the core words, and ranking can be. And customer acquisition is very difficult financial and e-commerce, you need to spend more energy on ASO, and constantly dig the core valuable long-tail words, to find the value of the depression, and to ensure high ranking, after all, as of now, ASO or IOS end sustainable customer acquisition one of the cheapest means.

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