ASO: Techniques for the positioning of apps

You’ve been fighting for months to get your app launched and it’s finally a reality, but what now? After so much effort you just have to make one last sprint to make it reach all users and become a complete success.

Not sure how to approach it? We explain it to you.

For more than a decade there has been a notable increase in the number of apps and, highlighting yours among so many options is no easy task. That is why, over the years, a series of techniques have emerged to help in the positioning of apps, also known as ASO, or App Store Optimisation. So that we understand each other, ASO would be the equivalent of SEO on the web but for apps.

Here are 10 key points for our app to succeed and not die trying:

• Name of the app: the name of our app must have one of the main keywords for which we want to be found.
• Keywords: Use keywords, yes, but use them wisely. Remember that an excessive use of keywords can penalise you.
• Description: we have to achieve a perfect mix between a text that captivates our audience and a set of well-chosen keywords. 
• Categories: We will select the category that most closely matches our application. In this way, we will achieve greater visibility. 
• Icon: Although it is true that it does not directly affect the ASO, it is important to attract the attention of our audience. So a good design is key to give it an original touch.
• Screenshots and video preview: It is not something that directly affects the ASO, but an attractive image captivates people first, and we must take into account that it is the second visual element that the user encounters. But if we also add a video, even better. This way users will know exactly what they will find in our app.
• Facilities: The number of installations is important, so once the app is uploaded to the market, it’s time to promote it. How? Through blogs, websites, social media, promotion among friends and family, etc.
• De-installations: As in any exam, negative questions count against you. So don’t try to buy downloads, because after a short time, they will uninstall it. It can hurt us enormously as this is perceived as ‘Black Hat ASO’, and both Google Play and Apple Store penalise for it.
• Ratings and comments: ratings directly affect the ASO, so the more people talk about us in a positive way, the better. For those negative comments it is always advisable to reply and take notes of their suggestions, these can be taken into account in future updates and users like to have their comments taken into account. 
• Mentions on websites: Finally, sharing the Google Play or Apple Store url will also help us to improve our positioning. So if one of our app promotion strategies is through social networks, don’t forget to share the link 😉

Applying all these techniques properly will help us to differentiate ourselves from our competition and stand out. From there, you can take your app ‘ to infinity and beyond ’.