The competition of mobile app development is fierce and there are many strings that must be mastered to stand out from the crowd. If you are reading this, it is certainly because you are planning to launch your mobile application and want to know how to promote your application properly. Or worse, you launched it and you do not have the desired number of downloads. Do not panic, we will give you areas to improve on.
1.Master the ASO
What is ASO? It is App Stores Optimization. It is therefore a question of optimizing mobile applications so that they are as visible as possible on the search results of application stores. First, we must identify the 2 major stores which are App Store for Apple and Play Store for Google. To be well referenced on these 2 stores, there are a few rules to master, especially the keywords.
Keywords and description
Yes, keywords are an important part of your ASO. First of all, know what your competitors are doing, their keywords used and your ability to compete with them.
Depending on whether you are #TeamAppStore or #TeamPlayStore (or both) you will have between 100 and 4000 characters to describe your application. In this description, it is important to think about the keywords that you will use that are essential for the consumers. So, try to make your description exciting. Description is indeed another important part of your optimization.
Also know that the name of your application must also be well thought out. It may seem obvious, but according to a study by Tune, applications including a keyword in their name rank on average 10% better than the others. So think of a short name (only the first 23 characters are visible on the App Store, and the first 30 on Google Play), and especially an equivocal name.
Second major point for your SEO is the icon. Yes, because it’s the first thing your potential users see. The first impression is therefore crucial. It’s fine to make an innovative and futuristic application, but if the icon is worthy of Windows 98, there will be no one to use it. As such, the size of the icon is also to be taken into account!
• 1024 x 1024 px for an iOS version
• 512 x 512 px for an Android version
The more your mobile application will be downloaded (or simply viewed) the more the App Stores will bring it up in their search results.
Always in the logic of the “Power of the image,” think of including screenshots and even videos of the interface of your application. Thus, users project themselves better and can judge your interface and all the UX / UI work you have provided.
Finally, the latest theories concerning SEO in all its forms today speak of the importance of user-generated content. Indeed, search engines would tend to prefer this kind of content rather than that offered by the companies themselves. To do this, solicit opinions and comments on your application. If it is approved by other users, it will necessarily be better able to request downloads and conversions.
• Master SEO (and why so?)
So why approach SEO when we are talking about mobile applications? It is very simple. For those who think that the ASO is enough, well it’s not. At least that amounts to depriving yourself of a great opportunity to promote your application. For a launch worthy of the name, it is important to use all the tools at your disposal and SEO is one of them.
As we often say, users are unpredictable creatures. As a result, you will always have some of your potential users who are looking for information concerning your mobile app on the web. So not to leave these users in the dark, a little SEO help is never to be refused.
• Make a microsite
Many mobile applications have understood this and have therefore created specific landing pages for this, in the form of explanatory microsites. Even if your app is intended to remain mobile, having a web presence can convey a confidence and security indicator on your application (especially if it is an app related to budget management). By targeting the relevant keywords, users will easily find your web page and the information they are looking for. Do not hesitate to link this page to your social networks to create and federate your community.
• Treat your backlinks
Also remember to work on your backlinks. That is to say all the links which return to your site. Depending on their popularity and security index, Google will refer you more or less well in its SERPs. So try to build quality partnerships with partner sites that could link to your downloads site.
No matter what your final strategy is, your application will not be downloaded if it is not seen in any search engine. Whether you are a B2C or B2B app, SEO and its optimization are a major building block for the success of your project.