aso-marketing-strategy-building-a-stronger-organic-top-of-funnel

ASO Marketing Strategy: Building a Stronger Organic Top Of Funnel

App Store Optimization (ASO marketing) is a vital strategy to improve the organic visibility of mobile applications on the App Store and Google Play Store. The most engagement is usually achieved by users who find apps through organic searches. Proper App Store Optimization marketing is essential to acquire the most users. This requires a coherent funnel that incorporates optimized metadata and creative assets. It must also be based on accurate data sets.

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Optimize to Enhance Your Organic Funnel

To find and install specific types of apps, users actively search the stores by entering search terms. They are, therefore, more interested in finding the right app than users who search via category rankings or suggested lists.

Optimize your Funnel to Maximize your ROI by Reeve Yew, Source: Youtube, Payoneer

These users are more engaged in searching for specific apps, and the search channel is where most apps can be found. Searches account for 70% of app discovery. This makes it an essential channel for user acquisition. Suppose developers want to grow their user base and attract high-quality users. They must ensure that their organic search visibility is vital and consider factors that can convert from this channel.

Developers can improve the organic funnel to ensure that they bring in the most users possible for their app.

Optimizing Your Funnel

Optimizing your metadata is the first step to optimizing an app listing for organic search traffic. The App Store and Google Play algorithms use metadata to determine which searches an app will appear in. Optimizing your metadata will ensure that your app listing is tied to keywords relevant to your audience. Every new keyword that is applicable increases the likelihood of users searching for apps similar to yours.

At the keyword level, the click-through rate (CTR) can improve how well an app ranks in the search for keywords. Clicking on the app that users find in search results will increase its chances of being connected. Because it has more clicks, the app will rank higher in search results.

Optimizing your listing for relevant searches will help you rank higher in search results. This will increase your visibility for more frequently searched phrases.

Enhancing Funnel Conversion

After visibility has been achieved, the next step in the download funnel is getting users to click on the listing. Most users only spend a few seconds perusing an app listing before deciding whether they want to download it or not. It is essential to make a good impression and be visible early.

This can be done by optimizing creative assets such as screenshots and icons. These visual elements can increase your click-through rates and installs. Using visually appealing and informative creative assets can also help to increase the number of apps downloaded.

How Pros Increase Funnel Conversions, Source: Youtube, Jason West

Developers can improve their search engine results by working on these areas. This can increase organic users, which can benefit your app over the long term.

All of this depends on the fundamental aspect of choosing the right keywords. To determine the right keywords, you need to research and gather data that matches how users search. An ASO strategy can be rendered ineffective by incorrect data. Accurate data is essential.

Why you need accurate data

It is crucial to choose the correct terms to optimize your app. An ASO platform can directly draw its data from the app stores. This data reflects the user's search patterns within the App Store or Google Play Store.

Mobile data is not used by all ASO platforms, so that it could be detrimental to your optimization strategy. While some media use web searches to determine keyword volume, this only allows for a 20% overlap with mobile trends. Because users search in different ways on the web and within apps, there is a 20% overlap with mobile search trends. Web searches can be informational ("How do you change your tire"), navigational ("Tire changing stations near me"), or transactional ("Tire change specialists") queries. Mobile searches are usually 2-3 words long and search for brand-related keywords ("AAA") or feature ("roadside assistance") keywords. The search volume for keywords based on web searches will be much higher than those found on mobile.

Fueling Your Growth with Accurate Data and Smart Data Management, Source: Youtube, LSC Digital

An app developer can target keywords with reporting from a web-based ASO tool. This could lead to little or no growth or even reverse the results of previous optimization efforts.

Some tools also white-label Apple Search Ads popularity ratings instead of overall keyword volume. Search Ads has a popularity ranking system that changes every 24 hours. This captures short-term shifts and growth but does not reflect long-term organic trends. App Store Optimization focuses on long-term trends, and App Store Optimization considers user behavior.

Search data provided by platforms other than mobile sources will result in flawed datasets. This data can determine which terms your app should target with its keywords and visual assets. A suboptimal strategy will result if you rely on information that doesn't reflect long-term organic search trends.

Conclusion

As part of ASO marketing strategies, mobile apps should focus on the organic search funnel. This will ensure that they get the best quality users. This funnel must be optimized by targeting high-volume keywords based on mobile search data and creating an app listing to maximize conversions. App developers can convert interested users with an optimized organic funnel.

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