Have you already heard about ASO or SEO? Do they ring a bell to you?
While creating an app, these two tools are the most important and essentials regarding your marketing strategy. ASO stands for “App Store optimization”, while the SEO is “Search Engine Optimization”. Many people are confused if these two tools are the same, complementary, or different from each other.
The answer is that both tools are connected related, but they differ a bit from one another. For example, ASO is known as the tools for apps, while the SEO is compatible with the website.
While talking about ASO, there are a few things that need to be considered and known such as the On-/Off-Metadata factors, Keywords research, Visual Assets, Ratings & Reviews, and more importantly the Conversion Rate. The objective of these elements are to increase the visibility, and to improve the Conversion Rate.
On-/Off- Metadata Factors
The ASO factors are the ones that will directly impact the ASO, in terms of visibility and conversion rate to download. There are two types such as on-metadata and off-metadata factors.
On-Metadata factors
These factors are the ones that can only be controlled by the developer and be modified and edited in the developer App Store Connect or Google Play Console. The factors can differ depending on the platform, App Store or Google Play.
The On-Metadata factors include items such as the app name or title, the short description, the keywords field, the promo text, the long description, the category, the developer’s name, the tags, the app icon, the screenshots, the feature graphics, the video preview, the URL/Package/Name or Bundle ID.
As seen in the two images below, the position of the various factors is different depending on the app platform.
Credits: PICKASO – “Guía ASO 2022 – App Store y Google Play”
Credits: PICKASO – “Guía ASO 2022 – App Store y Google Play”
Off-Metadata factors
The Off-Metadata factors are items that depend on the product, the marketing budget, the response of the market and the marketers’ expertise. In comparison to the On-Metadata factors, these have an impact on the developers, but cannot be controlled by them directly.
There are a lot of factors that come into play, for instance, ratings volume, average rating, reviews, backlinks, or users’ engagement, etc.
Below you can see the different position of the off-metadata factors depending on the platforms.
Credits: PICKASO – “Guía ASO 2022 – App Store y Google Play”
On/Off-Metadata Factors are only two items within the ASO. A few more chapters are coming, which will explain more in details about the other useful tools that constitute the ASO such as Keywords research, Visual Assets, Ratings & Reviews, and the Conversion Rate. If you want to know more about these items, wait for the next chapters!!