Common app store optimisation mistakes to avoid

Common app store optimisation mistakes to avoid
JT Ripton is a business consultant and freelance business, marketing and technology writer out of Tampa.

(Image Credit: iStockPhoto/Mark_KA)

One of the greatest challenges faced by app owners today is making an app easy to discover in such a highly saturated market. ASO, or app store optimization, is a crucial step in the marketing process. ASO is the process of optimizing your mobile app so it shows up higher in a user’s app store search results. The higher the ranking is, the more visible your app will be to potential users. Ultimately, the end goal of ASO is to get more users to find and download your app.

While trying to navigate the ASO process and increase an app’s visibility, many companies make common mistakes that actually do more harm than good. Make these five common ASO mistakes, and not only will you fail to deliver more traffic to your app store page, you may also lower your ranking.

Mistake #1: Changing Your Title Too Often

Don’t make the mistake of frequently changing your app’s title in hopes of improving your ASO ranking. Your title is the single most important aspect of app store optimization, but repeatedly changing your title will not help your ranking. In fact, doing this may be detrimental to your ASO. As more and more users begin downloading your app and leaving reviews, your app will naturally move up in the rankings. If you keep changing the title, however, it will be more difficult for users to spread the word about your app. Instead, pick a good ASO title from the start and stick to it.

Mistake #2: Stuffing Your Title or Description With Keywords

Keyword stuffing will negatively affect your ASO just as much as it would affect the SEO of a website. Repetitive use of keywords in a title or description in order to increase ASO won’t help your app move up in the rankings. Your app could actually end up suspended if you attempt to stuff it with keywords. Instead, use keywords naturally throughout your title and description.

Mistake #3: Underestimating the Power of a Google+ Plugin

Many companies miss one of the crucial steps in their app’s ASO by neglecting to include a Google+ plugin. Don’t underestimate the power of including this plugin, because the more good Google+ feedback your app receives, the better its visibility will be in Google Play. Your ASO ranking will improve organically because more positive feedback proves to the bots that your app is a good one.

Mistake #4: Only Focusing on High Volume Keywords

If effective ASO were as simple as finding and using the most-searched keywords, every company’s app would rank well. Just because a keyword has a high search volume doesn’t necessarily mean your ASO ranking will improve if you use it.

Compiling a list of relevant keywords is the first step in keyword research. If you filter this list by search volume and only choose the highest ones, you’re undermining all of your hard work because you’ve lost focus on the keywords’ relevancy. For your app to gain popularity and move up in the rankings, your keywords must be relevant, even if they’re not the ones at the top of the search volume list.

Mistake #5: Neglecting the Quality of Your Screenshots

(Image Credit: Flickr/IntelFreePress)

By now, you probably realize the importance of a good description. The latest high-end smartphones with reliable networks allow users to browse an overload of information anytime and anywhere. When users are browsing the app store, a compelling description can quickly persuade them to pass over competitor apps and download yours immediately. You might be surprised to learn, however, that the quality of your screenshots is just as important—if not more important—as the description.

In order to improve your ASO ranking, be sure to include a few high-quality screenshots of your app. Show potential users how your app works, what features it includes, and how good it actually is. A well-written description and excellent screenshots are a winning combination that will entice users to download your app.

With hundreds of thousands of apps all vying for the top ranking position, effective ASO is more important than ever. By avoiding these five common ASO mistakes, you are well on your way to the top.

Do you have any other tips to boost your ASO? Let us know in the comments.

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