Your TSW Guide to App Store Optimisation
by Richard Downey, Director of Global New Business – Mobile
What is App Store Optimisation? (ASO)
ASO is the ‘foundation’ on which all app acquisition marketing should be built. Whether you are using paid mobile channels, offline, email or any other tactic to drive users towards your app. If your app download page isn’t as strong as it can be your conversion rates, and therefore your whole acquisition efforts will be affected.
TSW consider ASO to be broadly split into two distinct categories:
How different is the ASO process in the two main app stores?
The process of ASO in the Apple app store is practically the exact opposite of the process in Google Play.
The biggest differences lies in the optimisation process. Google Play allows publishers to make constant tweaks and changes to their app download page. In the apple app store any changes to the app’s ASO strategy has to be cleared through a full app update. This means that, rather than the constant optimisation allowed by Google Play, Apple apps often are stuck with the same keywords, app description etc for months on end.
Paid App Store Search
The opportunity to bid on keywords has been available within the Google Play store for a little while and is coming to the UK Apple app store in the next couple of months. TSW has a team of paid search experts that are ready to help all of our clients to take advantage of this game changing opportunity.