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Mistakes not to make in your ASO (App Store Optimization) strategy.

As in all areas of digital strategy, many mistakes are made by a large number of companies. These errors make ASO (App Store Optimization) less effective, negatively impact installs, and contribute to lower app search rankings. Here are the main mistakes to avoid in your ASO strategy!

Use only branded keywords.

If you're not using unbranded keywords, you're losing traffic. Branded keywords contain brand names, such as: Adidas training, Google fit... Unbranded or general keywords are search queries without a company name. For example, fitness, weight loss, exercises, etc.

For most major brands, branded search generates up to 95% of all their searches. But there is still this 5%, which is made up of generic keywords or keywords based on competitors. If you only use branded keywords, you are missing out on a lot of traffic.

Therefore, it is important to regularly analyze search queries and use both branded and unbranded keywords, especially in highly competitive categories.

Trusting unqualified people to upload metadata.

Don't rely on other people to make updates for you. You shouldn't ask people who don't have ASO experience to import your app's metadata, do it yourself.

For example, your app developers are not qualified to choose your keywords.

Therefore, be sure to control metadata loading. Carelessness or ignorance can result in loss of thousands of app downloads.

Not checking the competition and demand in your app niche.

If you decide to create a new app, do keyword and competitor research. You will understand whether it is worth creating an application for this niche and how difficult it will be to promote it.

For example, there are many popular dating apps and it will be difficult for you to climb the search results for the right keywords.

Before developing the app and starting working with ASO, check the number of competitors, analyze their apps, check the quality of organic traffic, branded and unbranded search queries.

Expecting too much from the ASO.

ASO is a very long-term activity, so don't expect instant results. It is difficult to predict how many installs you will earn after working on ASO. But you can estimate demand using competitive analysis with ASO tools.

When you just launch the app in the App Store, your app will be boosted for seven days. During this time, the app will have a little more visibility because the App Store helps you. But you will still have limited visibility until you get enough installs. This is why you need to promote your keywords.

A new application will require months of testing and indexing. Don't expect your app to quickly rise to the top of the app stores.

Rely only on the ASO.

When you think about user acquisition, all of this awareness happens outside of the store. ASO is a really poor user acquisition channel.

ASO helps increase app visibility in the App Store and Google Play. But the search positions will not increase until the app starts receiving installs. Therefore, it is important to attract traffic from other sources to the App Store and Google Play page.

It is also worth investing in paid user acquisition: in-app advertising, Apple Search Ads, targeting and contextual advertising.

Use the same strategy for the App Store and Google Play.

Some brands work the same way with the App Store and Google Play. But these stores have different algorithms and many peculiarities in indexing and rules. If you don't take them into account, you will lose downloads.

In the App Store, the title and subtitle have the most influence on app rankings. You also need to insert keywords into a 100-symbol keyword field in the App Store. Additional localization also allows you to put more keywords in other languages in the keyword field. You risk losing positions if you don't use it.

The App Store description is indexed internally by Apple and used to determine keyword relevance. Better relevance will lower your bids.

In Google Play there is no keyword field. Google Play requires keywords to be used in the title, a short description, and a long description. This way you will be able to rank for a large number of keywords in the search.

Insert few keywords in the description of your Google Play application

Your app description in Google Play should be used for indexing, not just to attract users. Less than 3% of Google Play users click the "More" button in your description. Therefore, it is not enough to insert marketing text about your advantages in this area.

The description affects your app's position in Google Play. Remember, the purpose of this description is to help your app get indexed for as many keywords as possible. This is why you should use more keywords in your description and remove unnecessary words like adjectives.


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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, Opéra supports you in your ASO and SEO strategies.

Specializing in the promotion and referencing of mobile sites and applications, the AppASO agency also offers training adapted to the needs of your company or your Grande École program.

Companies such as Malakoff Humanis, Watts Industries and Edhec trust us, so join us!

😊 Let’s get in touch! 😊

Contact details :

ASO App 7 rue Meyerbeer 75009 Paris Opéra


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