Do you want to increase the number of users and traffic to your OTT app? App store optimization is becoming an essential component of every app marketing strategy.

But don’t worry all you need to know about optimizing your OTT applications for all of the main app stores in this article, so you can start generating more traffic, downloads, and sign-ups!

Mobile applications are an important aspect of any successful digital marketing strategy, and all apps compete for consumer retention and recognition. The need of the hour is effective app store optimization, which allows a specific program to stand out among the millions of other apps available on the Google Play store and the Apple App Store.

With visitors on the Google Play and App Store taking an average of 10 seconds to select whether or not to install an app, every business should read our definitive guide to ASO to conquer the world of apps. Are you a beginner when it comes to app store optimization? This article will teach you all you need to know about the history of app store optimization, app store ranking signals, and how to get started with ASO.

History of App Store Optimization

App Store Optimization began on July 10th, 2008, when Apple launched the IOS App Store with roughly 500 first apps. The number of Apps accessible has exploded, with slightly fewer than 2 million currently available.

Google Play (previously known as Android Market) was released on October 22nd, 2008, only a few months after Apple. More than 2.5 million applications are available on Google Play now.

Both the Apple and Google app stores introduced a new economic model that drew in millions of mobile app creators. The rivalry was severe, just like it was when search engines first started. To get customers to install your software, you had to first get them to locate it amid the plethora of possibilities, and then hope they’d like to download your app.

The app business is a very competitive sector, especially for newer apps, with approximately 2 million apps on the Apple App Store and 3 million on the Google Play Store. People merely browsing the app store account for a stunning 65 percent of all app downloads, making it the most prevalent and successful method of finding and downloading apps. When these elements are considered combined, it is critical for an app to acquire a high ranking in the app store in order to increase its visibility and, as a result, its chances of success. One of the most effective methods to do so is through the app store.

What is App Store Optimization?

App Store Optimization (ASO) is the practice of increasing organic app downloads by raising an app’s exposure in app marketplaces. Apps that score well on a range of search phrases, keep a high position in the top rankings, or are highlighted on the store are more visible. Other objectives, such as visitors to your web app and downloads, might be aided by increasing impressions.

The primary purpose of ASO is almost usually app downloads, although secondary goals might include things like:

• Increased brand awareness.
• Positive ratings and reviews for the app.
• Positive ratings and app reviews have a significant influence
• Participation of the audience.

What is the significance of app store optimization?

1. Getting ASO right provides a competitive edge to businesses

There are around 2 million applications available. Simultaneously, the number of significant mobile app development firms, both in games and non-games, is dwindling. This economy is evolving in a similar fashion to many others: a tiny core contains the majority of the wealth. However, paying for UA for an app isn’t a guarantee of success. This UA money will be wasted if developers do not understand customers and their motives for installing an app or a game (which is what ASO is all about).

• Brand Awareness and Boost Rating

Because the goal of app store optimization is to boost an app’s rating, it aids in brand exposure as well. Because most users find new applications by searching the app store for keywords, having a high ranking implies that individuals who have never heard of an app before will be introduced to it and, if it meets their needs, will download it. As a result, app store optimization is critical in informing consumers about the presence of an app and, as a result, the brand with which it is linked. Improving brand recognition is one of the most crucial elements in acquiring new consumers and earning income, as any marketer will tell you.

• Users who are relevant are targeted

One of the advantages of app store optimization is that it allows a business to target a certain market. Because search engine algorithms scan pages for relevant keywords when determining how to rank results, a company can include those same terms and phrases into their app store page by taking the time to study and find out the terms and phrases being searched by a target market. This guarantees that the individuals who discover the app are the ones who are most likely to use it, making app store optimization beneficial for a brand’s audience reach.

• Increased Revenue and a Higher Conversion/Download Rate

App store optimization raises an app’s exposure in the app store, resulting in more users discovering and investigating the app, and so boosting the likelihood of downloads. If the app’s goal is to earn income, the more new consumers it can attract the more money it can make. In-app advertisements, incentive ads, interactive ads, and other approaches can all be used to encourage the use of premium app tiers.

• Enhances the long-term viability of an app

App store optimization, unlike other kinds of promotion, is more trustworthy for producing continuous downloads. Take, for example, sponsored advertising. When a company launches an advertising campaign, it tends to result in more downloads; however, once the campaign has reached its potential (e.g., it costs more than it is worth in terms of bringing in new customers) and/or the marketing budget has run out, paid advertising ceases to be a realistic and profitable way to spread the word about the app. As a long-term strategy, it is unsustainable. A great app store optimization plan, on the other hand, will ensure that an app remains visible, relevant, and popular for years to come by appearing often in organic search results. As a result, app store optimization is a cost-effective long-term approach for maintaining an app’s exposure and stability.

How to start App store optimization?

Select Appropriate App Name

A good name not only tells potential customers what your app does, but it may also help you rank higher. In fact, incorporating a keyword or two in the title of your app can help you rank at least 10% higher than if you don’t.

Of course, titles and keywords are handled differently in the Apple iOS App Store and Google Play, so how you approach your title should depend on whether you’re promoting to Apple or Android consumers.

Make sure your App Title is original, relevant to your app, and easy to understand. People will remember the title of your app if it is unique and attractive which gives your app a greater recognition value. In the Google Play Store, you can get 30 characters, and in the Apple App Store, you can get 30 characters.

The Accurate Keywords Search

The purpose is to choose the keyword set with which you want your app to be discovered. Remember, a keyword is a word or phrase that consumer-type into the App Store or Google Play to find apps. The way you should manage app keywords varies from the Apple App Store to Google Play, just like how you should handle app names.

You only have 100 characters for all of your keywords with Apple, so you must select wisely; it should go without saying that you should try to stay as near to this restriction as possible.

However, before you launch your app with the keywords you’ve chosen, you should do some research to learn about the traffic, difficulty, and demand for those keywords, as well as how many applications are currently using them.

App Store Optimization tools like MobileDevHQ and TheTool can help you locate the optimal App Store keywords for your app.

Create a description for your App

Another important aspect of your app’s information is the App Description. It tells consumers what your program is about and gives them a quick rundown of its primary features.

The App Description is important not just for consumers, but also for the ranking algorithm of app stores. Your app description is similar to your website’s main page for both Apple and Android apps.

You want to be able to clinch the transaction and make the sale if you’ve led your potential customer this far! The app store description page should be considered an important aspect of your App Store Optimization Strategy.

It’s very critical for Google Play. It is one of the primary areas where Google looks for keywords to rank your app in the description. Make an effort to organically blend your keywords into phrases.

Prepare screenshots and videos for your app

You must persuade consumers to download your app after they have arrived at its website. While screenshots and videos may not have a direct impact on your app’s ranking, they do play a significant part in conversion rate optimization, which is a component of App Store Optimization.

You may use images and videos to show the operation of your app or mobile game. In fact, around half of all download decisions are based on initial impressions. As a result, you must pay special attention to the pictures you create.

You should make the most of your screenshot of real estate by focusing on the app’s most compelling features and advantages. Figma, MockUPhone, and AppLaunchpad are just a few of the tools available to help you produce great-looking app screenshots.

If you use MobiLoud to develop apps, we can produce high-quality screenshots (as well as any other design elements) for you.

Positive feedback should be encouraged

Positive ratings and reviews have a significant influence on your App Store Optimization efforts, both in terms of quality and quantity. Getting as many as you can is in your best interests.

Of course, these must be unbiased evaluations from users who have downloaded the software. User feedback is an important aspect of App Store Optimization. The comments and reviews that users write about your app are taken into account by both marketplaces.

The higher your app ranks, the more relevant it is to the retailers, and the higher your rating is. Furthermore, before installing an app, 80% of mobile users read at least one review. As a result, responding to evaluations is critical.

Make use of the App Store Analytics

There are a lot of app store analytics tools that are similar to Google Analytics for web page marketing, which is meant to aid your mobile marketing approach. You can easily examine how your app compares to the competition and improve your store rating as a result.

How to Prepare Your OTT Apps for Different App Stores: App Store Optimization Tips

1. Compile a list of key details about your potential customers.

The first step is to sketch up a detailed image of the ideal consumer who will download your apps. When you first started your company, you undoubtedly established a ‘customer avatar.’ One that comprises crucial demographic information such as their age, gender (if relevant), geographic area, income levels, hobbies, desires, or primary problem that assisted you in creating customized content for your app.

• Find out what keywords you have available for free.

There are some keywords that the app stores supply automatically, so you don’t have to mention them. Consider these free keywords. Many users are unaware that your app’s category name is one of them. If your software is in the “Free Game” category, the terms “free” and “game” are already included. Keep in mind that popular phrases like “best,” “free,” “top,” and “new,” as well as CTAs like “download now,” will be prohibited on Google Play Store as of September 29, 2021. As a result, be sure to employ additional keywords that matter while also abiding by the store’s guidelines.

• Make use of free keyword research software

There are several free keyword research tools available to assist you in identifying trends and locating precise phrases that app store consumers are looking for.

Although most of these tools are geared for SEO and enhancing search engine results, they nonetheless give valuable information about the terms and phrases your potential buyers use. If this is your first time utilizing a keyword tool, don’t worry. Google makes finding high-quality app store keywords a breeze!

When you first use the program, you’ll be offered two options for creating your keyword list. You have the option of starting with keywords or with a website.

Explore niche for your app and work your way to the top

Rather than employing keywords with a lot of search volume, consider choosing keywords that are more than one word long (mid- or long-tail keywords). This is because high search volume or popular phrases are more difficult to rank for at first.

If you have a fitness app, start by searching for “fitness for college students” rather than “fitness.” Once you achieve a high ranking for that, you may begin to work your way to the top.

Final Talks

For exposing your OTT apps to new consumers, you’ll need an app store marketing approach. And app store optimization (ASO) should play a significant role in your strategy. We’d love to hear from you if you have any questions regarding ASO or how Uscreen can help you establish and advertise an OTT video app. Share your thoughts and questions with us.