How to position apps in app stores

ASO: App Store Optimization – App positioning.

Nowadays, the smartphone has positioned itself as the device most used to search for information at the moment. This causes more and more companies to consider reaching their users through mobile phones thanks to an app. markets as Google Play either App Store, have millions of apps from which the public can choose. The competition is very high and in such an environment overcrowded like this, how can we distinguish ourselves so that users can find us? Our goal will be to achieve good visibility to make ourselves known and get the largest number of downloads possible. The key to achieving this is to carry out certain techniques that are known as ASO (App Store Optimization).

What does ASO mean?

In essence ASO refers to positioning apps within stores. It is the SEO of applications. Users usually find out about an app through these online stores, although they can also find them through rankings and social networks. When we create an app and publish it, our goal is to position ourselves and outperform the competition in terms of both the number of downloads and positive reviews: generating income and engagement.

How can we position apps?

First of all, we have to optimize every detail of the app to the maximum. It is important to take into account the tab, the name, the icon or the screenshots… Each part is significant.

Start with the texts

Of course, just like on websites, you also have to take into account the keywords that are used. For example, when writing the name of the application, one of the key factors is that it contains keywords. We have to do a prior study of these words and investigate those of the competition and the sector in which we operate. We must try to use a short and simple name that contains the keyword we want to position. Descriptions are also a very important part. After all, the tab is what users are going to read. Both the name and the tab represent the information that appears in the application. App Store and Google Play have some differences regarding the use of keywords. App Store has a specific field to indicate the keywords that we consider necessary, so we should not repeat those that we have already included in the title and description. However, in Google Play this field does not exist.

Create an attractive image

In addition to the text, the visual part is important, because it is what will attract the most attention. Everything surrounding our app has to be attractive. The icon we choose is also important to help recognize the app within lists or rankings. Icons appear in a very small size, so we have to think about the images or colors we will use. We can show the details and design of the app with screenshots. Include screenshots in your app's listing to create a general image of how it works. The inclusion of a video can also help positioning. It is something that will attract attention and that briefly summarizes the features of the app.

The last word is up to the users

We always have to make sure that we take care of every detail, both in the images and in the texts, that they are of quality. All the steps that we have mentioned above are important. But we cannot forget that the app has to be well made and optimized. Without errors. It is useless to have an eye-catching application if when downloading it there are going to be problems. If our app has errors, they can lead to negative reviews by the public. These negative reviews can affect us a lot and harm our positioning. Users have great power to improve or worsen our visibility. We must always take into account the reviews that they make us. The most important thing that we have to think about before creating the file of our app is that we must speak to the audienceWe have to adapt to the audience we want to target, since they are the ones who will search for and download our application. Apps can help us get closer to our users already improve the relationship between brands and customers. We may learn from feedback and feedback we get after we publish the app, for example, through services that allow us to analyze app activity and performance. Some of these services may include: services You can include them directly with the platform King of AppWe cannot lose sight of what the competition is doing or what they think of us. This way we can continue to improve and achieve optimal app positioning within the markets.