Clients often ask when they will see optimal results after an optimization, or how long before they’re all “caught up” and “optimized” for the app stores.
The Short Answer:
The Long Answer:
App Optimization is NOT a one-time endeavor. Both the App Store and Google Play are constantly changing. Whether it’s an algorithm change, or the thousands of new apps submitted daily, there are always new hurdles to overcome. ASO goes far beyond a new keyword list, and those elements take time. We prefer to breakdown ASO into “phases” to really narrow down the effective changes and pinpoint the potential for additional edits.
The initial phase generally consists of text-based optimizations, changing the keywords (App Store only), title and descriptions. App optimization requires data-driven decisions, and we use our proprietary algorithm, and multiple data streams to assist with the complex decision-making. Collecting that data alone can take a few weeks after the implementation of the optimization. While collecting this data, it’s important to notice how your keyword rankings have changed in relation to install count. Monitoring these metrics can lead to more effective future optimizations.
Many developers don’t realize their conversion rate is a massive part of ASO. In fact, it’s just as important as search visibility! If users are finding your app, but leaving your page without downloading, the visibility has done nothing. It’s crucial to understand trends in the app stores and creating ways to separate yourself from the competition. Getting creative with screenshots is a great way to grab attention, and creates the first impression a user has with your app.
Overall, it’s important to understand your app and know what elements can be improved upon, and target those areas. Here at The ASO Project, we analyze all facets of an app to find the lowest hanging fruit and begin work there, in order to maximize the speed and opportunity. Our segmented approach allows us to optimize all portions of the app in the right ways and understand where the benefits are coming from.
If you’re attending Casual Connect in Amsterdam February 16-18, watch our CMO Black Pollack speak about ASO and the growing trends. Also, The ASO Project will be at Mobile World Congress in Barcelona February 22-25! We’re located in Hall 8.1 at stand 8.1J7.