Is App Store Optimization Enough for Mobile App Marketing


In this competitive world it is important to market your mobile apps in the right manner so that your customers get to know about them and can access them when required. With discoverable mobile apps, brands become more accessible and reliable for customers.

App Store Optimization or ASO is a process of optimizing your mobile app to rank higher or improving the visibility of a mobile app in the app store.  That is just like search engine optimization (SEO) for websites, ASO is for mobile apps. Therefore it’s clear that ASO is a crucial piece of any marketing plan in the mobile app.  But ASO alone cannot boost your mobile app marketing efforts. ASO and an inbound marketing can be a good method of marketing strategy.

App Store Optimization involves both on-page and off-page marketing strategies. An effective ASO –

  • Targets your right audience
  • Research the right search keywords and optimize your app for these keywords
  • Design a suitable app icon
  • Provides quality content that provides details about your app to the readers
  • Encourages audience to submit reviews and ratings

The objective is to increase the visibility of your app for the target keywords and thereby drive more traffic to your app page in the respective app store. According to Forrester, 63% of apps are discovered through app store searches. This makes search, in the app store, the most used method for discovering and downloading new apps.

Recently, at Google I/O, Ankit Jain reported that “For the average app, search actually makes up the vast majority of installs.” Ranking higher in search results and top charts will drive more downloads for a mobile app. The higher your app ranks in an app store’s search results, the more visible it is to potential customers. Mobile apps can help your brand upgrade its business operations and enhance customer focus in the following ways:

  • Stay connected with your customers, audience all the time and retains more of them.
  • Through push notifications and localization tools, brands can better reach out to customers with the help of a mobile app.
  • Provide information about promotional offers, discounts and deals faster than any other means, keeping the customers informed.
  • ASO can boost the brand name at a global scale.

ASO act as a secret weapon that its ultimate objective is to drive more traffic, indexing, downloads, brand value and potential customers to your apps in the app store. An example for ASO is Apple’s Search Ads program. This program made many developers concerned because, it was just another way to award popularity to the highest bidders in the App Store. It works as however, while the ads technically operate on an auction system, there is more at play in landing a popular search ad than just paying a high amount.

It is not that App Store Optimization is the only method of marketing. It is that ASO and other marketing services go hand in hand. For instance, social media platforms can be used to increase your app’s visibility.

App’s quality too matters. “A satisfied customer will be a marketer for you”, this is rightly said, and that importance needs to be given to the user experience. It is just your app’s quality that keeps the users hold to your product.

To implement successful marketing strategies, keep on updating your app with more advanced features frequently. A thorough research of the competitors and prevailing market trends would help in better marketing. To perform all this, you need a perfect, strong and creative team of developers.  If your app is useful then the user will recommend your app to more and more people which could be an excellent marketing strategy apart from ASO and other optimizations.

ASO service providers in India is equipped with appropriate tools to perform research and incorporate the right keywords in the right way. Reliable companies also make sure to highlight the positive reviews and lapse the negative ones at foremost. This is important because the reviews of previous users would affect the credibility of your app to a considerable level.


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