What is ASO? | Mastering Mobile Marketing – Yodel Mobile Video Series

Over the coming weeks, we’ll be sharing with you some app basics, best practises and trends relevant to the mobile ecosystem. Our team at Yodel Mobile possess extensive knowledge of the mobile marketing fundamentals needed to ensure that your apps can be as successful as they can be. We will be sharing insights on topics such as app discoverability, searchability and conversion optimisation.
This week, Rishan Weerakoon, our App and Mobile Marketing Specialist here at Yodel Mobile, runs through an App Store Optimisation (ASO) introduction. What is ASO? What are the benefits? Why is it important for your mobile and app marketing strategy? Rishan answers these fundamental questions.


Hello and thank you for joining us for our first instalment of our Mastering Mobile Marketing video series. My name is Rishan and I’m a mobile and app marketing specialist here at Yodel Mobile. In today’s quick video I’m going to be talking about ASO, and I’m going to cover a few things like: what it is, why it is important and what the benefits are if you are running a mobile and app marketing strategy in this day and age.

So what is ASO?

ASO stands for App Store Optimisation. It is in many respects what SEO (Search Engine Optimisation) is for websites. The idea with ASO is that you optimise various elements on your app store listing in order to improve the overall discoverability of your app. Traditionally SEO looks at things like your inbound and outbound URLs, your title tags and your metadata. ASO looks at improving various on page and off page elements such as your title and keywords, your screenshots, your descriptions, your reviews and many many more.

Why is this important?

Well, as it stands there are currently 5.2 million apps in the Apple App Store and the Google Play Store. Daily, there are over 7,500 apps being submitted. What this means is that your app is going to be increasingly more difficult to be discovered. As a result, ASO is a great way of making sure that your app can be found when it’s searched for organically.

What are the benefits?

Well, there are many, but just to name a few: improving the overall rank of the app within its category, improving its rank for keywords that it is currently surfacing for, improving the number of impressions and page views to your app store listings and essentially increasing the number of organic downloads that your app is receiving by people finding your app both on and off the app store. That’s more or less it, in a nutshell.

Just a few things before I finish off.

Firstly, remember that ASO is a continuous process, there is no silver bullet so you have to keep trying new things. Secondly, A/B testing is essential for seeing where you are going wrong, what works well and continuously improving your optimisation. Thirdly, don’t be afraid to try new things out, things are never set in stone with ASO and you can always go back and change to what worked well in the past.

Want to find out more about optimising your app and keeping up with the latest OS capabilities? Make sure to subscribe to our Mastering Mobile Marketing video series. You can also get in touch by visiting the Contact Us page. Follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #mobilemarketingUK LinkedIn group

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