Its emphasis on organic app growth activities (no expensive paid campaigns like advertising involved) promises just that.
Furthermore, its operations revolve around natural app discovery.
This means influences of external factors on user install decisions are minimal.
Below are the top three most critical among them to help you get started.
In their view, ASO is merely SEO for apps,.
This reality scares me, for 3 reasons:
You see, ASO doesnt mean only search optimization.
Theres so much more.
But how should ASO be defined?
To have a better understanding of the topic, its important to think long-term and see the big picture.
Its twofold, multidimensional and inclusive of both technical (e.g.
dealing with search ranking algorithms) and creative (e.g.
handling graphic designs) aspects of mobile app marketing.
More specifically, its about when ASO should be run.
However, the ways experts in the field approach and execute this when vary greatly.
For many, the question is until when that is, how long canwe keep optimizing ASO strategies?.
Thats it youd now have a 100% optimized set of keywords, what else can you do?
But what about seasonality?
What about those time-sensitive keywords like e-scooter, camping app, and outdoor navigation?
Or the new keywords you just suddenly find because they become trending out of nowhere?
One keyword with a search popularity score of 40 today could drop to just 5 tomorrow for such reasons.
Youll never know, unless you still keep an eye on it.
More importantly, and as mentioned earlier, ASO isnt just about keywords.
After all, mobile users are people.
Things change and so should your ASO strategies.
The question, once again, is how often.
Wrong Priorities in ASO
ASO is getting more and more complex, unexpected and multidimensional.
This has made prioritization painfully difficult for marketers.
All these moving pieces in ASO are still just the tip of the iceberg.
I have worked with 30+ brands, vendors, and other stakeholders in ASO in the last two years.
Some of them are my clients, while others are partners or simply friends with common marketing interests.
One thing Ive seen very often among them is they tend to crave visibility more than anything else.
As a result, they usually want to make a rush to boost visibility first in ASO.
However, focusing first on visibility is very often counterproductive.
Its time to set your priorities straight to avoid it.
As a summary, ASO isnt all about doing and testing.
Its also fundamentally about thinking and knowing.
Unfortunately, systematic misconceptions in these aspects still exist among many in the field.
This needs to change, and we need to start rethinking the topic of app store optimization.
Im craving to see some fresh, innovative developments soon and I hope we all will.
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