What is ASO?
ASO, or App Store Optimization is the strategy that goes into selecting, prioritizing and strategizing how to get the most keyword ranking value out of the very limited characters that you are given with which to optimize your app’s app store listing keywords.
Like search engine rankings, app store rankings are computed with a secret formula comprised of various metrics and algorithms. Some of these things can be planned and optimized right from the beginning, others need to have a plan in place to optimize as the app grows and ages and some can be manipulated with well planned, highly converting outside traffic being driven to the app store listing.
While Black Hat ASO is not a thing yet, it is best to plan your ASO strategy with the thought in mind that short cuts that give unfair advantages to less relevant apps will eventually be factored into app store algorithm updates and if your strategy hinges on those specific tactics, you are going to have a rough time when those updates hit. In fact Apple App Store issued a long awaited search algorithm update just a few weeks ago, in February 2018. While they did not release specifics on the purpose of the update, based on changes seen across various apps there seems to have been a push away from the trick of using competitor names in your ASO in order to try and piggyback on larger, longer established competitors name searches. This makes sense with the fairly recent roll-out of Apple App Store PPC – they want you to pay to play on your competitors keywords now.
Honest Marketing has been doing ASO since before ASO was even an acronym – since 2012. We are well versed in the different search algorithm behaviors between the two main app stores: Apple and Google Play. Both have very different strategies and ranking techniques so being able to optimize each store specifically is one of the many advantages of using our ASO services. We would love to speak with you, give us a call or send us an email.