Mobile applications have become an essential tool for brands wishing to reach a wider audience and acquire new consumers and, above all, retain them. However, with increasing competition on the App Store and Google Play Store, it has become essential for them to ensure that their mobile apps are easily found by users. This is where ASO (App Store Optimization) and SEO (Search Engine Optimization) come into play.
In this article, discover the advantages of integrating ASO and SEO into your marketing strategy to improve the visibility and performance of your mobile application!
What is App Store Optimization (ASO)?
Before diving into the benefits of integrating ASO and SEO, it’s important to understand what these terms mean.
Every day thousands of applications are launched on the Apple Store and Google Play Store and millions of searches are made by users to download them. Competition is increasing and the difficulty of positioning itself at the top of the market remains no less complex. Occupying the first places in the search results of these platforms, via the referencing of your mobile application, is a real guarantee of trust for your users.
App Store Optimization (ASO) is a necessary step in promoting your application in the stores. In the same way as SEO for desktop, your application will naturally gain visibility on its market, you will acquire more notoriety and in particular more new users if you adopt the right ASO strategy!
This App Growth strategy is based on very specific criteria, for example, the title, description or even the presentation visuals of your application. In addition, this will be different depending on your store (Apple Store or Google Play Store)
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What is Search Engine Optimization (SEO)?
As for App Store Optimization for Google Play Store, App Store, or App Gallery stores, SEO is a natural referencing strategy allowing you to approach the No. 1 position for a site in Google-type search engines, Qwant, Ecosia, Bing…
When an Internet user makes a request to a search engine, its robots search the web for the most relevant information based on web and mobile user requests. In order to be well referenced by search engines and be relevant to users, an SEO strategy must be adopted. This strategy involves in particular the creation of written content to position yourself on keywords or key expressions in order to properly reference your website. The idea here is to define your main keywords in order to place them in your content so that your prospect finds you via a specific query.
Now that we have a basic understanding of ASO and SEO, here are the benefits of incorporating them into your marketing strategy!
Better visibility of your mobile application on the App Store and Google Play Store
By optimizing key app elements for App Store and Google Play Store search results such as title, description, and keywords, you can improve your app's ranking and make it more visible to users.
Likewise, by optimizing your website content for Google's organic search results, you can improve your website's visibility to users searching for similar products or services, which can lead to increased search rates. impression, visitors and conversion.
In addition to store listing, ASO and SEO can help you improve the user experience of your mobile app or website by optimizing your content to provide relevant answers to users' search queries. This also contributes to better visibility.
Increase in organic traffic thanks to natural referencing
By optimizing your mobile app and/or website, you can also increase organic traffic to these platforms. This means that users searching for similar apps or products can find your app or website more easily, which can lead to an increase in downloads or visits.
Reduced advertising costs
By increasing the visibility of your app and website organically (owned media) , you can reduce reliance on paid ads to attract users.
Strengthening your brand awareness
By improving the ranking of your app and website in search results, you can gain awareness. Users are more likely to trust brands whose mobile app or website appears in the top search results, as this indicates trustworthiness in the field and an increase in long-term loyalty.
Monitoring and analyzing the performance of your advertising campaign or mobile application
Integrating ASO and SEO also helps track and analyze your app and website performance to meet changing user needs and stay ahead of the competition.
By monitoring search rankings, downloads and conversion rates, you can understand how users interact with your mobile app or website, which can help identify areas to improve, adapt or expand through strategies more effective marketing.
Why use ASO and SEO together?
SEO involves optimizing your site and its content for search engine rankings, while ASO involves optimizing your app specifically for stores. These are two different goals, but together they give your mobile app the best chance to stand out.
Many applications are still discovered through Google. It is therefore essential to follow the best practices for organic SEO on Google otherwise your ranking, traffic and visibility may suffer and you may not be able to promote your mobile application to your target audience.
Here are the elements that combine ASO and SEO together:
1. Keyword Analysis: Keywords are essential for both SEO and ASO. It is therefore advisable to carry out keyword research using tools like Google Analytics or Semrush to find the best keywords to attract new customers to your mobile application and include them in your strategy optimally. . Keywords are a fabulous way to ensure your mobile app is visible on all necessary platforms.
2. Mobile App Ratings and Reviews: Having positive ratings and reviews can encourage users to download your app. The more highly rated and reviewed your app is by previous users, the more likely it is to be downloaded.
3. App Indexing: App indexing allows your app to directly access Google mobile search links. By default, when someone clicks on a link in a search query, the application is launched directly.
5. Deep Link: Deep link is a way of connecting to indexed material through a hyperlink. To improve the overall user experience, the link should direct users to the mobile app rather than the website.
Your website can also be used to attract users to your mobile app and encourage them to install it. It is therefore important to provide useful and optimized content that aims to help the user, but also to promote your brand as a reputable source of information.
The advantages of ASO and SEO: what to remember
Integrating ASO and SEO into a marketing strategy can provide many benefits for businesses looking to improve the visibility and performance of their mobile app and website. By optimizing key elements of your app and website, you can improve visibility, increase organic traffic, reduce advertising costs, improve user experience, strengthen your brand reputation, and track and analyze performance.
For an even more effective strategy, consider activating and testing these organic ASO and SEO levers with other levers such as media with affiliation, social, display and thus multiply your distribution axes and maximize the ROI of all your kpi's!
Need advice or support to develop your business?
SMEs or large groups, whether you operate in the banking, insurance, retail, start-up, health sectors, etc.
The AppASO agency located in Paris in the Opéra district (75009) supports you in your ASO, App Growth, or download acquisition strategies.
App ASO has built its reputation on SEO and promotion of mobile applications through its SEO strategy and ASO strategy. Our method? Optimize the visibility of your application, enhance your store profile with powerful visuals to increase consumer engagement in downloading your application and build a tailor-made media acquisition and/or app acquisition campaign.
We offer training tailored to the needs of your business.
Companies such as Kiabi, La Redoute, Fortuneo and Crédit Mutuel trust us, so join us!
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Contact details :
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Email: contact@appaso.fr
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