What is ASO?
App Store Optimization (ASO) refers to the process of improving the visibility of an app in stores such as Google Play and the App Store, as well as optimizing the metadata elements shown to users to increase conversion rates and drive more downloads.
This includes everything a user sees when they visit the store, such as screenshots, app icons, videos, and descriptions, as well as keyword search optimization and paid keyword ad elements.
Why do ASO?
1) Acquiring organic users + Reducing acquisition costs
ASO can be considered part of a mobile marketing strategy. As competition in the marketplace grows fiercer and advertising costs rise, marketers invest substantial effort to stabilize the cost of acquiring new users.
As of 2022, there are over 2 million iOS apps and 4 million on Google Play, making it increasingly unlikely for a game to be discovered in the store without any action. While many game companies are focusing on optimizing user acquisition (UA), the highest quality users are inherently those who organically download the game on their own.
In other words, ASO is about increasing the chances of our game being discovered and downloaded in the store. Through ASO, we can attract more organic users and also achieve the benefit of lowering user acquisition costs.
2) Increasing conversion rates & optimizing ad spend efficiency
ASO can help optimize the conversion rate of users who visit the store page to actually download the game.
If the conversion rate on the store's information page is low, it can lead to inefficiencies in advertising costs, not only for organic users but also for those acquired through paid channels. Optimize your screenshots, icons, and descriptions so that users visiting the store find the game compelling enough to download.
How to Perform ASO?
Before registering the app in the store, the process of optimizing ASO metadata is carried out.
1) Metadata Text Elements
These are elements that influence SEO. Since many users enter the app through the store’s search function with clear intent, there is a high possibility of achieving good conversion rates.
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Keyword Optimization: Monitor changes in keyword difficulty and search volume to select and reflect them in the metadata.
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Game Title (most impactful)
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Short Description for Google Play & Subtitle for the App Store
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Detailed Description (Description)
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Keyword Field in the App Store
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In-App Purchase Section in the App Store
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Developer Name (optional)
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Package Name (optional)
Keyword Optimization Cycle
Terminology Explanation
Search Volume
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Refers to how often a keyword is searched.
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Select keywords with sufficient search volume to avoid using metadata for keywords with no potential.
Difficulty
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Refers to the level of competition for a keyword.
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The more apps included in the search results for a keyword, the more competitive it is, so it's important to choose keywords with appropriate difficulty.
Relevancy
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Refers to the relevance between the keyword and the app.
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Explore specific long-tail keywords that are most likely to attract the right users.
At Aloha Factory, we follow the keyword optimization cycle outlined below:
Step 1: Building a Keyword Backlog
We collect a list of keywords related to the game using various methods:
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List Keywords Based on the Game’s Main Features: Think about the game's core functions and list keywords, including synonyms and related terms.
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Research Autocomplete Keywords, Trends, and Similar Genre Keywords: Explore keywords suggested by search engines, current trends, and those relevant to similar game genres.
Step 2: Prioritize Keyword Data
Once we’ve collected relevant keywords, we rank them by measuring their search volume and difficulty, assigning scores accordingly. At Aloha Factory, we measure search volume, difficulty, and relevancy to assign scores, then select the most optimized keywords as main and sub-keywords.
Step 3: Select and Apply Keywords
After selecting the keywords, we appropriately place them in the title, subtitle, and description, then regularly monitor the results. Measure which keywords bring the most traffic to your game and make improvements based on the data. This data should primarily be measured by the conversion rate from store entry to download.
However, ensure that the selected keywords are genuinely related to your game. Popular keywords that aren't relevant can lower your store conversion rate by providing users with unwanted information, or even if installed, users are less likely to remain engaged for long.
Consideration of Differences Between Google Play and the App Store
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Google Play indexing functions similarly to Google's search indexing process. This means that Google checks all text elements included in the app’s metadata when indexing keywords. Therefore, traditional SEO methodologies can be effective.
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However, Apple’s App Store provides specific fields for keywords. As a result, SEO strategies that work for Google Play may not be as effective for iOS.
2) Visual Metadata Elements
These elements are critical to conversion rates, as they are the first things users see when checking out your app.
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Screenshots and promotional graphics should accurately showcase the key features of the game. Pay special attention to the first screenshot and feature graphic displayed on mobile screens, ensuring they spark curiosity and interest.
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For app icons, if there are similar games, you should focus on making your game’s icon stand out as the most appealing. Use A/B testing to identify the icon that yields the highest conversion rate.
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Since Google Play and the iOS App Store have different characteristics, it’s important to strategize according to each store's guidelines.
Additional ASO Tips
1) Managing App Ratings and Reviews Is Crucial
Games with poor reviews tend to have lower conversion rates. If the store's algorithm factors in negative reviews, even the best-developed games may struggle to reach users. Aim to maintain a rating of at least 4.0.
Google Play is known to index keywords from user reviews, meaning keywords in Play Store reviews can influence keyword rankings. On the other hand, the App Store doesn’t index keywords from reviews, but it does allow negative reviews to be prominently displayed, making review management equally important.
2) Avoid Overly Frequent Updates
If you update the store too often, the search algorithm may not have enough time to properly index new keywords, potentially reducing conversion rates. Plan your updates strategically, monitoring keyword performance and conversion rates to maximize impact.
There are countless other examples related to ASO. While you can use the methodologies mentioned above to promote your well-developed game to a broader audience, the most important factor is whether your game’s unique features and appeal are clearly conveyed to users.
We hope ASO helps you effectively tell your game’s story and achieve successful results through continuous optimization.