App store optimization is an integral part of the app development and launch process. Without it, all the hours and revenue spent in building an app can go to waste. There are over 5.4 million apps listed between the Apple Store and Google Play. It is extremely hard for an app to gain the visibility and downloads necessary to become sustainable.
How Users Find Apps
To understand app store optimization, business leaders need to know how people find apps on the Apple Store and Google Play. When they search for a specific app, the results will not just display that app. Results will show a list of other comparable apps. When the search is not for a particular app, the search algorithm will display a list of most relevant results, much like other search engines do. The purpose of app store optimization is to ensure that your app ranks favourably for relevant searches.
Categorization and Description
The purpose of app store optimization is to give users an idea of what the app does. The process will involve categorizing it correctly, including keywords in the description, and attaching screenshots of the various pages within the app, to give users a feel of the UI.
To maximize the visibility and downloads, it’s equally important to translate the description to languages spoken in all the countries where you are targeting users. Similarly, the images are translated should be relevant to those viewing them.
Maximizing ROI on Marketing Spend
App Store helps you maximize the spend on inorganic visibility. By having a proper depiction of what the app does, potential users are more inclined to download the app. This not only reduces the average customer acquisition costs, but it sends the right signals to search algorithms thus better organic ranking.