If you want your app to be successful, ASO should be one of the first steps in your App Marketing strategy. Without proper listing optimization, both in terms of keywords and visuals, any effort you make to get users to the tab may not yield the desired results, and users who find a poorly updated listing may not download your app.
To give you an idea of how to work an Apple store optimization, today we will share the success story of the audio app in the UK and Singapore, on which we worked from ASO World and increased search downloads by 70% on the App Store in Singapore and 65% on Google Play in the UK.
In this post, I will discuss the evolution of Himalaya's app following the initial ASO optimization. Keep in mind that not only do keywords play an important role in the organic growth of an app, but all visual elements, the average rating, ratings, and reviews can all help to improve your listing's conversion rate.
This app is an audio education platform that shares inspiring and motivating stories about extraordinary people (see the app product page). The app is available in the following languages: Chinese, English, Spanish, and Japanese. It is an inspirational content app, featuring short audio courses and motivational stories. Get the insights that can improve your life, and work on your personal development.
The app‘s name remains anonymous here to protect the privacy of our customers. To give you a better idea of the app's story we're sharing, we show one of its competitors on the Google Play Store.
App store optimization challenge
Before ASO optimization, the app's listing in Google Play and App Store already had some relevant keywords, such as "courses" and "stories," so we weren't starting from scratch.
In the case of Google Play, nearly all of the available space was used in the text fields, making use of the majority of the characters in the Title and Short Description. However, it could be improved, particularly in the long description, which was not optimized in terms of keyword density and character count.
Although the App Name on the App Store included an important high-traffic keyword such as "audio," it did not fully utilize the available space, leaving room for improvement to include more relevant keywords with traffic.
Keep in mind that ASO optimization cannot be considered in isolation. It is necessary to continuously optimize and adapt the listing based on the results obtained, changes in the stores, user search behavior, and competition.
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App store optimization solution
The App Store App Name and Google Play Title are the fields with the most weight in terms of ASO, and this is where you must include the most important keywords for which we want visibility and position. The long description is only indexed in Google Play, providing an additional 4.000 characters to work with keywords.
Before making changes to the listing, we always recommend conducting keyword research to identify a list of medium and medium-high traffic keywords to include in the listing. This list is critical because it defines the keywords for which we want to position ourselves and appear in app store search results.
Given that the app has a relatively high number of downloads in Singapore when compared to other apps in the same category, it made sense to use high-traffic keywords for which it is possible to rank. In the UK, however, because the volume is lower, it has been more interesting to work with lower-traffic keywords, as ranking for high-traffic keywords would be more difficult.
As I previously stated, ASO requires ongoing maintenance, which means that it is critical to review the keywords regularly and work on changes to the listing to keep it fresh and up to date.
The app's keyword research yielded keywords related to "audio," "courses," and "stories," as well as their combinations to form mid and long-tail keywords and some competitor keywords. The keywords with a medium / high search level that define the main focus of the app were included in the list.
ASO in the listing
Once we had a list of keywords for which we wanted to gain visibility and begin appearing in the first search results of mobile app stores, the next step was to identify the most relevant keywords to include on the product page.
Because we know that the App Name is the most important field on the App Store, we included all of the keywords for which we want to rank in the top 5. In this case, we took the keywords from the Subtitle and placed them in the App Name because they better represent the app's functionality and make more sense in the most important field.
The Title has been reduced from 50 to 30 characters following the implementation of Google's new guidelines, similar to the App Store. As a result, we used the available space to add the most relevant keywords next to the brand name, as this field, like the App Store, is the most important in terms of ASO.
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App store optimization result
We highlight a significant increase in the app's visibility in terms of keywords for which it ranks organically on the App Store. The result shows an increase in the number of keywords for which we are ranked in the Top 1, Top 5, Top 10, Top 50, and Top 100 from before the optimization. The keywords in the App Store's Top 1 multiplied by X2.6, while the keywords in the Top 10 nearly doubled.
On Google Play, the results were observed from before the first optimization until 3 months later: the keywords in Top 1 multiplied by 4,3 and the keywords in Top 10 by 8,2.
App Store results show a +70% increase in search downloads, we can see the impact of ASO optimization on downloads. These results demonstrate how ASO optimization is critical to the success of your mobile application. It is critical to work on the keywords that define the business in your app product page: they allow stores to understand how you want to position yourself.