The App Store Optimization results can be disappointing. To avoid this, you must understand the nuances of the niche and set realistic expectations. This article will go over why ASO is a long-term process, why you should keep doing ASO, and how to analyze your ASO performance more easily.
ASO is a long-term process
Quick wins were available when most app publishers didn't have App Store Optimization in mind a few years ago. Previously, publishers could make one-time changes to their app pages, then enjoy ongoing enhanced app store visibility. Those days are over. Yes, things are difficult right now.
Quick wins are getting difficult, why?
ASO is becoming a more difficult playing field for three main reasons:
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The competition is in: Your competitors are most likely considering ASO as well. When we first started talking to prospective clients three years ago, we had to explain what ASO is. Nowadays, most people in the industry understand the fundamentals of ASO and use ASO best practices to some extent. Quick wins become more difficult to achieve as your competitors capitalize on their opportunities.
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The app stores' algorithms are becoming more complex: While the iTunes App Store remains a shambles, there is no denying that search algorithms in both Google Play and the iTunes App Store are becoming smarter and allowing fewer manipulations.
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Increased platform monitoring: We've recently heard of the App Stores cracking down on publishers for metadata violations regularly. As a result, publishers adopt a more conservative approach.
This increasing difficulty in obtaining quick wins should make any honest ASO marketer realize that ASO is not a one-time event. Making the most of your app pages takes time.
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When ASO will start bringing results?
Many factors influence when we finally see a return on ASO. For example, in niches with a high percentage of organic traffic and non-branded queries and low competitive pressure, traffic from search will arrive within a month of starting ASO. If other marketing channels are used in addition to ASO, the costs in such niches pay off after 2-3 months of consistent work.
The number of installs and income from the application are influenced not only by ASO, but also by external and internal factors such as app store algorithms, the percentage of branded and organic traffic in the niche, competitor behavior, and changes in user demand structures.
When used in conjunction with other marketing channels (such as Apple search ads), ASO can have an immediate and significant impact. The first results are usually visible after a month of promotion, and the number of installs and traffic increase within 2-3 months. Each search query for which an application has been placed becomes a growth point. If the number of installs from advertising channels grows, so does the application for all search queries.
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The impact of ASO will be minimal for new applications promoted in a highly competitive market in a single country without the use of paid channels. Such an application will be ranked for several queries, but for many queries, users will simply not see it because the search positions will be extremely low.
Even if you're happy with the results, keep doing ASO
All app publishers must decide how much time they will devote to ASO based on their budget, capacity, and ability. However, anyone in the app business should never completely disregard their ASO efforts. You're mistaken if you've already gone through an ASO process with a consultant or on your own and achieved good results, thinking you can abandon this channel entirely.
Any ASO result that is not maintained will eventually wear out. This is why:
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Algorithms are evolving: The algorithms in both app stores are constantly changing. This means that keywords that were effective a month ago may not be effective today.
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The competition has shifted: Your competitors are not static; they experiment with new marketing strategies and grow stronger or weaker over time. You should be aware of your competitors' strategies because they may pose a threat or an opportunity for your app.
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Users are evolving: Different trends, seasons, and external events influence your potential users' searches and reactions. If you keep the same app store listings for too long, you will miss out on opportunities created by these factors, and your page may appear outdated.
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Your app is evolving: Hopefully, your app is gaining popularity, receiving positive feedback, and turning a profit. This means it can now rank higher for more competitive keywords. Your ASO strategy should reflect your newfound strength.
Ascertain that your ASO strategy is responsive and up to date. Otherwise, you will gradually lose valuable organic traffic.
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Assess your ASO Performance with ASO World's Intelligent Diagnosis
App Store Optimization (ASO), a critical strategy that ensures organic users find your app in a crowded marketplace, is one of the essential elements of app store visibility. Throughout the last few months, our Enterprise clients expressed a desire to learn more about the health of their ASO strategies, and we deliberated on the best way to assist businesses in understanding their performance. Today, we take another step forward with the addition of a new Intelligent Diagnosis feature to our ASO product.
Want to know the specifics of your app? ASO World's Intelligent Diagnosis can help you. This function will analyze the specific situation of the app from several dimensions such as Keyword optimization, Rating & Reviews, In-app store data optimization, and Metadata optimization. For example, this programming app's total keyword coverage is less than the average number of competing products (compared to 20 of your competitors by ASO World). Meanwhile, the keywords ranking is weaker, too. So we recommend using
Keyword Ranking Acquisition to increase coverage keywords &
Smart Campaign to optimize keyword rankings.
Intelligent Diagnosis is located in the "Dashboard". We have added the "Intelligent diagnosis" function button in the Actions column of the My Apps list. Click the function button, you can open the App Smart Diagnosis page in a new tab.
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