App Store Optimization (ASO) is the process of improving various elements of app submission and marketing techniques to help achieve higher ranking in an app store’s search result(s). 

Motivations for downloading an app can generally be broken down into the these seven categories:

Specific Tasks: Users need an app to accomplish a specific task or to fulfill a need

WOM: Word of Mouth (Recommendation from a trusted source)

Ads: Users view and engage with an advertisement for an app

Top Of The Charts: Users are influenced by app visibility on the App Store charts 

Already Using: Users have either previously used the app or the services of the company/brand that referred them to their app.

Social - Organic: Users become aware of an app through social media (Facebook, Twitter, TikTiok etc.) 

Other: Users are motivated by factors not listed above.

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Tune: The State of App Discovery in 2015 -

https://www.tune.com/blog/new-white-paper-the-state-of-app-discovery-in-2015/

Search is the dominant discovery method for apps; with over 67% of users finding the last app that they downloaded via a search query. Hence, understanding what factors will directly impact your app’s keyword rankings is critical before developing an ASO strategy. 

On-Page and Off-Page factors can impact your app’s keyword rankings.

On-Page 

These are the visible and non-visible information logged with your application on the app store, and include:

● Application Name

● Developer’s Name

● Title

● App Description

● The Display Icon

● Screenshots

Off-Page 

These are the signals left by users who use your app, and include

● Click-through rate

● Downloads

● Usage Summaries

● Social Media Rankings

● Speed/Reliability of Servers

● + other factors

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On-Page Factors That Affect Rank (High 5 to Low 1)

Off-Page Factors That Affect Rank (High 5 to Low 1)

Developers and Advertisers will usually deploy ASO tools to optimize their on-page factors.

It is very common to see a complete disregard for off-page factors because they are very difficult to

influence. However, it is vital to note that by ignoring off-page factors, publishers will likely never reach the top 3 positions of the ranking chart.  This is to their detriment, as over 50% of keyword traffic goes to the top 3 listings.

The visibility of your app in search ranking is very important. 82% of users never browse past the

top 25 search results in the app store.

LumoSpace identifies the gap between your current ranking and your target ranking and has pioneered solutions to close it by providing a new suite of ASO solutions to effectively enhance target keyword ranking.

If you’re looking to boost your target keyword rankings, contact the LumoSpace team today!