UK Marketing ASO Insights 2023: Mastering ASO for iOS & Google Play Store

In the highly competitive world of mobile apps, App Store Optimization (ASO) has become crucial for developers and marketers to ensure their apps stand out among the millions available. ASO involves optimizing various elements of an app's listing to improve its visibility and rankings in the app stores.

In 2023, as the app ecosystem continues to evolve, new strategies and trends have emerged, both on the iOS App Store and the Google Play Store. This article will explore the latest advancements in ASO and provide insights on how to boost your ASO efforts in 2023.

App Store Optimization on the iOS App Store

The iOS App Store remains a prominent platform for app discovery and downloads. To succeed in ASO on the iOS App Store, it is essential to keep up with the latest changes and techniques. In 2023, several key factors can significantly impact your ASO efforts:

Enhancing visibility through keyword optimization

Keyword optimization has long been a fundamental element in driving visibility through App Store Optimization (ASO). It enables apps to rank for relevant keywords in app store search results. While Google relies on advanced search technology to identify key terms in long-form text, Apple adopts a simpler approach, drawing keyword information from the title, subtitle, and backend keywords. Therefore, ongoing optimization of metadata serves as a crucial foundation for ASO activities.

To amplify the impact of keyword optimization, ASOWorld offered the professional service called ASO service. By implementing this strategy, app marketers can extend their reach and tap into popular markets by optimization metadata and localizing certain languages. With the App Store limiting the number of keywords to 180 across the title, subtitle, and backend, employing clever ASO strategies in specific regions allows for increased character availability for keywords, sometimes up to 5 times more! This empowering approach enables app marketers to supercharge their efforts in keyword indexing and ranking.


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Seizing personalization opportunities in app store optimization

In addition to traditional ASO techniques, Apple provides app marketers with the option to create Custom Product Pages (CPP). These pages serve as customized landing pages that align app listings more closely with specific ad creative, messaging, and contextual information from the original source. Leveraging CPPs allows for a comprehensive educational journey for users, from the acquisition source to the app listing and ultimately to the download. This powerful feature has been observed to reduce Cost Per Install (CPI) by an impressive 50%!

To make the most of CPPs, it's important to go beyond simply reiterating creative messaging. Instead, focus on enriching the educational journey for users. For example, a retailer aiming to establish credibility could showcase a diverse range of brands in their ad creative and utilize testimonials on the CPP to reinforce trust from different perspectives.

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By implementing a combination of the strategies mentioned above, app developers and marketers can consistently enhance visibility and conversion rates, driving robust organic traction. This is a crucial factor in achieving sustained business profitability for iOS apps.

Embracing in-app events as a standard practice

The advent of In-app Events has revolutionized app visibility by aligning with Apple's curated approach to the "Explore" sections of the app store (areas beyond the Search tab). But what exactly are these events?

In-app events encompass creative-led cards that showcase various app activities, such as challenges, new content releases, or exciting features.

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Accompanied by relevant metadata, these cards create new avenues for users to discover your app.

They can be prominently displayed within lists on the App or Games tabs, as well as the Today tab and the Search tab.


This presents an exceptional opportunity to occupy more significant space within the app stores, raising awareness and driving user acquisition. Furthermore, these cards can be effectively targeted towards users who already have the app, making them a valuable tool for re-engagement. With the capacity to run up to five events simultaneously, adopting an always-on strategy can yield substantial organic traction overall.

By making in-app events a standard practice, app developers and marketers can tap into the power of these creative cards to boost app visibility, attract new users, and re-engage existing ones. The strategic utilization of in-app events offers a compelling advantage in the competitive app market, delivering increased organic traction and driving sustained success.

App Store Optimization on the Google Play Store

With a vast user base and an extensive catalog of apps, the Google Play Store offers significant opportunities for app developers. Consider the following ASO strategies for the Google Play Store in 2023:

Effective keyword optimization tactics on Android

Keyword optimization on Android follows a similar principle to SEO, where the algorithm identifies key terms within the app description to determine relevant keywords for app ranking. However, there are noteworthy changes taking place in this process:

• Emphasis on Natural Language: There is a growing emphasis on natural language to prioritize overall text optimization. Rather than solely focusing on identifying keywords and using repetitive language to increase keyword density, app marketers will need to shift their focus towards optimizing the total text content.
• Google Natural Language Performance Scores: Instead of relying on traditional keyword ranking techniques, marketers should pay attention to Google Natural Language performance scores. These scores assess the contextual relevance and quality of the app's description, providing insights into how well it aligns with users' search queries.
• Reduced Reliance on Keyword Ranking Tools: The effectiveness of keyword ranking tools may be diminished as keyword optimization strategies evolve. While tools have traditionally relied on factors such as keyword competition to drive optimization strategies, the focus is shifting towards Google's ability to extract context and relevance from app descriptions.

⚡ How to Optimize Your Google Play Description For Higher Ranking

In summary, Android keyword optimization tactics are evolving to prioritize natural language, contextual relevance, and overall text optimization. Marketers should adapt their strategies to align with these changes, moving away from repetitive keyword usage and embracing a holistic approach that satisfies Google's Natural Language performance standards. By staying abreast of these developments and optimizing app descriptions accordingly, marketers can enhance their app's visibility and discoverability on the Android platform.

Harnessing the power of AI

AI-driven tools are revolutionizing app store optimization in 2023. Google now offers the ability to generate complete store listing descriptions with just a few prompts. While currently limited to English, expansion to other languages is expected. However, it's crucial for marketers to remember that human input is still essential. AI should be used alongside human expertise to refine descriptions, taking into account audience insights and brand identity. Combining AI and human input ensures a comprehensive and effective ASO strategy.

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Breaking down geographical barriers with Google's translation models

Google is enabling global expansion for app marketers by launching new translation models for 10 languages. These models quickly translate app content and listings, saving time and resources. This reduces barriers and opens up revenue opportunities in target markets by reaching a wider audience.

Boosting visibility with promotional content for Android apps

Google has introduced Promotional Content for Android apps, offering dedicated high-traffic surfaces to increase visibility through content cards. Only "high-quality" apps meeting core value, technical, and privacy standards will be featured. While stringent, the rewards of appearing prominently in the store are significant.

Expanding the capabilities of Custom Store Listings

Google is expanding Custom Store Listings to enhance conversion. Marketers can now customize app store listings for inactive users and Google Ads App campaign ad groups. This offers strong opportunities for acquisition and re-engagement, optimizing paid acquisition efforts.


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How to boost your ASO efforts in 2023

To optimize your ASO efforts further and drive app growth in 2023, consider the following strategies:

• User Engagement and Retention: Focus on improving user engagement and retention within your app. App stores consider metrics such as session duration, user reviews, and uninstall rates when determining rankings. Regular updates, personalized experiences, and incentives can enhance user satisfaction and increase retention rates.
• App Indexing and Deep Linking: Implement app indexing and deep linking to allow your app to appear in search results outside the app store. This integration enhances your app's visibility and provides a seamless user experience, driving higher conversions.
• App Store Ads: Invest in app store ads to increase your app's visibility and attract a larger user base. Platforms like Apple Search Ads and Google Play Store Ads allow you to bid on relevant keywords and display your app prominently in search results, driving higher downloads.

Conclusion

In conclusion, the ASO ecosystem is witnessing exciting trends and opportunities for app marketers on both the iOS App Store and the Google Play Store. The introduction of content cards, such as In-app Events and Promotional Content, allows ASO to not only drive user acquisition but also re-engage existing users. Custom Product Pages and Custom Store Listings offer personalized experiences that align with users' expectations for tailored brand interactions.

Google's focus on AI-driven products and machine learning, particularly through natural language optimization, indicates a continued emphasis on leveraging advanced technologies. These advancements bring new complexities to ASO practices but offer significant potential in driving organic traction and maximizing ROI across all acquisition sources.

As we navigate through 2023, it is crucial for app marketers to embrace these advancements, stay informed about the latest updates and techniques, and leverage ASO strategies to their fullest potential. By doing so, they can unlock the benefits of organic growth and drive success for their apps in the competitive app marketplace.