So you have your app built, tested and now it’s ready for prime time! Should be easy to get the app in front of people that want it, right? No! You can’t just release your amazing app and let it fend for itself in that street bazaar known as the Apple iOS Store. You need to implement ASO (App Store Optimisation) for your apps. But app search is still primitive. And although Apple iOS Store is slightly more straightforward than Google Play, it still needs a lot of work. This is partly because Apple does not have access to Google’s search indexes. The Apple Store Relying mostly on user reviews, ratings, downloads, and general on-page optimization, the Apple Store search mechanism is a work in progress.
So here are some things you can do to get your app the attention it deserves!
On-Page Optimisation
- App Title: Probably the most important piece of ASO. Apple recommends fewer than 25 characters for your app’s title. Be sure the app title describes the app and what it does, but be brief. An app title that is too long will turn off potential users.
- App Description: This is second most important part of ASO. It is your chance to wow those potential users with your app’s unique attributes and create a need in the user to download your app. Again, keep it short and concise. Remember, your viewers are using their cell phones to research the app and are not viewing it on the much larger screen of their desktop monitors, so time is of the essence.
- App Logo: Here is where you can create the visual of your app that will express what it does. This is not an area to take lightly as it will be the first and most prominent thing an app viewer will see when they are scrolling through the growing list of apps available. Hiring a professional to create a stunning app logo is the way to go here. If you need a bit of inspiration, think less not more when it comes to the graphic. Some obvious successful logos include Facebook, LinkedIn and Amazon. You can even get inspiration from existing app logos in your niche as you can make sure that your image is different enough but strikes the right appeal to viewers.
- App Screenshot: Another important element is the screenshot. Visuals draw people in and should give viewers a quick impression of the app. With screenshots, you have the opportunity to share the usability factor. User experience is a primary deciding factor is whether an app gets downloaded or not. So make sure you have clear and descriptive screenshots of your app that highlight all the best parts of your app.
- App Category: This may seem like a simple decision but placing your new app in the wrong category could take it out or sight of those viewers who are looking for it. Most people head right for the categories if they are looking for something new. In Apple’s setup, you can actually add a second app category if your apps covers a wider range or uses or features. Of course, your need to get your primary category right as that is the one that will be featured in the search algorithm first.
- Keywords: Less is more here. It is suggested by Apple to use unique, longer keywords over the more generic ones. Also, don’t try to use variations of your competitors’ names to gain more visibility. This somewhat common practice of riding the coattails of a popular app will backfire. So focus on the keywords that you would use to search for your own app.
Now that you have optimized your app inside the Apple iOS Store, you need to carry that activity out of the store too.
Off-Page Optimisation
- App Reviews: Reviews of apps are one of the most important elements that viewers will flock to when deciding whether an app is worth downloading. App searchers will always download apps that have positive reviews. As important, reviews tend to reveal a great deal of information about the app. So it is important to get some positive reviews from the get go. You can do this by some grassroots marketing on forums and social media. Asking people to try out your app and provide a review will also give you insights into things that you need to change and edit before you app gains momentum.
- App Ratings: Like reviews, app reviews is another great conversion element. As with good reviews, viewers will almost always download an app that has a high percentage of positive ratings. So if you have created an amazing app, users will be inclined to leave a great review.
As with any online marketing effort, you will need to test and re-test to strike upon the best strategy for your app. The market for mobile apps is still expanding and this explosion in growth will clearly have a high impact on how ASO is implemented, so you may see many new on-page and off-page ranking factors that you will need to add.
Stay tuned for my tips on how to optimize your app for the Google Play store!
Guest Author Jacquie Pirnie is the Social Media Director and blogger here at AppHappening. She helps entrepreneurs and SMBs navigate the tech space and leverage their talents.