Role of ASO Optimization in App Promotion

Optimization of a mobile app page is known as ASO (App Store Optimization), which is used to enhance the app's visibility and increase download volumes among users. Optimization activities for app pages can be divided into graphic and textual areas, each involving text or images. Properly selecting metadata and refining keywords during optimization is crucial for improving search results.

Key Elements of ASO

The primary elements of optimizing app pages involve a comprehensive approach to ASO, including several key aspects:

1. App title.
2. Keyword field, promo text, and subtitle (specific to Apple devices).
3. In-App purchases, visualizations of icons, screenshots for phones and other devices.
4. Name of developer (specific to Google Play Store).
5. Video, average rating position, and user reviews.
6. App size, new installations, what's new, and localization.

Main Steps in App Optimization

The optimization process is divided into several stages, and in some cases, certain steps may be skipped when focusing resources. For effective and positive optimization of apps, an ASO audit is conducted, involving the refinement of texts and graphic images, as well as rating adjustments.

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A basic ASO audit is performed for a comprehensive analysis of the app page. It is important to analyze competitors with the support of a certain list or checklist. Conversion rates during installation are crucial; the app should not only have many views and appear in search results for key phrases but also achieve a significant volume of installations.

Text Optimization

Text optimization is a critical stage, involving work on the semantic core and filling in metadata. The semantic core is composed of a group of words related to the app's theme and areas of interest. In text optimization, the most relevant or frequent queries are selected and included in the title and subtitle, as well as in the short and full description sections. The approach to keyword selection may vary depending on the app store.

Graphic Optimization

Graphic or visual optimization involves the design and presentation of the app, which significantly impacts query volume and app popularity. The icon is the first and foremost graphical element that catches the user's attention. The icon should be simple, recognizable, and convey the app's theme. Additionally, developers can use screenshots and videos.

Improving Ratings

Efforts to improve ratings and reviews should be ongoing, as these factors are key in influencing visitor decisions. Furthermore, reviews and ratings also affect visit volumes. There are two main ways to receive feedback and ratings. The first involves directly asking customers and integrating requests with app store ratings. The second way is to use incentivized users. 

Currently, each app store requires a unique approach to App Store Optimization. Some page descriptions are more suitable for Google Play, while others are better for the App Store. Positive changes in app structure include key elements like the title, semantic core, icon, screenshots, and ratings. Before the first release, it is recommended to thoroughly and carefully refine these key optimization elements. The ASO optimization structure is a complex and lengthy process that requires continuous work and improvement of the app.

Negative Consequences of Optimization Mistakes

The development structure is filled with various components that are often connected and integrated. Common mistakes in ASO include several options that can be avoided in advance:

• not localizing the app in different languages;
• avoid frequent changes, rather aim for continuous improvement of the app;
• changes should not be implemented all at once, it's better to implement them gradually and run effectiveness analysis afterwards;
• avoid relying on incorrect or improperly prepared data.

Summary

When using different languages, a significant portion of users may be lost, so it's sufficient to create copies of pages in English, Russian, and Asian. It's better to use a gradual approach when publishing changes. Each change should be evaluated separately to see the result