App store optimisation

ASO helps to improve your search visibility, conversion rates and app downloads

What is ASO?

App Store Optimisation (ASO) is the process of improving the discoverability of your app in the Google Play Store and the Apple App Store.

By increasing the visibility of your app in the app stores, you are driving traffic to your app page and encouraging users to download your app.

The assessment of an ASO campaign extends beyond the ranking of your app by search term; ASO for apps can be shown to also deliver increases in downloads, usage, revenue and ultimately, profit.

The increased visibility is achieved through optimising your app to rank high in an app store’s search results for relevant searches. Techniques of ASO for apps focus on your app’s metadata, graphics and methods of improving your ratings and reviews.

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How does ASO work?

In both the Google Play Store and Apple App Store, algorithms are used to determine the order apps rank in the search results.

The algorithms calculate the ranking order by considering a variety of user engagement and feedback factors, which include the number of: page views, downloads, uninstalls, ratings and reviews. The algorithm also ranks the apps in the search results based on the relevancy of the app for the user‘s search.

The algorithms use metadata as a proxy of relevancy; keywords in the title, descriptions and keywords field are analysed and relevancy is calculated.

The process of ASO for apps specifically targets the ranking factors used by the app stores‘ algorithms. For example, keyword optimisation involves researching the app, the app genre, and keywords the app currently ranks for. However, keyword optimisation is only one aspect of ASO for apps; graphics and the way you utilise and gather your ratings and reviews are also optimised to improve the proportion of page views that turn into downloads.

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Why you need ASO?

Having a big brand or being an app developer with an amazing app is no longer enough to guarantee a high ranking in the app stores’ search results.

Your app is just one of the 2.8 million in the Google Play Store and one of the 2.2 million in Apple App Store. ASO for apps is essential to get your app noticed.

The most common method of new app discovery is through general browsing in the app store; therefore, the higher your app ranks in the app stores’ search results, the greater the chance your app has of being viewed and downloaded. You need ASO for apps to ensure that it is your app at the top of search results and not a competitor app.

Why use Redbox?

Google and Apple are continually updating the methods they use to identify and rank apps in their market.

With an ever-changing industry developing at a rapid pace, we strive to bring new and innovative techniques to stay ahead of the game, keeping our customers ahead of their competitors.

Our innovation comes from removing unnecessary steps, making things happen faster and we are passionate about achieving great results. We understand the importance of effective ASO for apps and Google Play PPC campaigns in combination with each other to maximise and increase apps’ discoverability and ensure apps reach the top 10 ranking in the App Stores.

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