App store optimisation is a tactic to improve an app’s organic visibility in an app store, without the use of paid ads. At ROAST, we use a multitude of methods to optimise an app’s organic rankings such as using localised descriptions, useful images and targeting carefully selected keywords. These factors directly raise an app’s ranking, driving traffic and downloads.

ASO Ranking Factors

Ratings and Reviews

This one may seem obvious, but both Google Play Store and the iOs App Store use app ratings and user reviews as ranking factors. The better your ratings and reviews are, the higher your app will rank.

App Downloads

Similarly, both app stores consider downloads when deciding where to rank your app. Apps with more downloads will typically l be ranked higher. 

Update Frequency

You may notice that you are constantly being prompted to update apps on your phone. This is because apps are rewarded for frequent updates with improved rankings. Frequent updates indicate to app stores that the app is constantly being worked on and improved.

Hidden Factors

Much like search engines for SEO, both app stores have hidden factors in their algorithm that are not shared publicly.

ASO Considerations

There are a number of considerations to keep in mind when planning your ASO strategy.

Keyword Difficulty

Keyword difficulty is a metric for keyword competitiveness. The more competitors targeting a keyword, the more difficult it will be for your app to rank for that keyword. At ROAST we have access to a number of tools which tell us how difficult a keyword is to rank for, and therefore whether it is worth targeting.

Launch Strategy

Launching a new app is a huge opportunity within ASO.

New apps are more likely to be featured, so you want to ensure your app is fully optimised and ready. What to optimise for:

• Meta data
• Creatives 
• User experience

Localisation

Localisation is the process of customising your app store page for different countries. Considerations include:

• Language
• Market Values
• Beliefs
• Technicalities

Creative Assets

App visuals are the first thing users see when searching for new apps.

These can influence whether or not a user chooses to click on the listing and convert, and must be made appealing and eye-catching.

• App icon
• Video
• App screenshots

App Category

In both app stores, apps can be assigned a category to make them more discoverable in relevant searches. It is important to choose the right category.

App categories affect ASO in two main ways:

• Relevancy
• Competition