In 2020, 8,788 companies were active in the mobile application market in France. This is not nothing, especially when we know that 73% of the French are equipped with smartphones * (we salute in passing the 27% of irreducible Gaul’s). Competition is fierce and there are many tricks that must be mastered to stand out from the crowd.
If you are reading this, it is most likely that you are planning to launch your mobile app and want to know how to properly promote your app. Or worse, you launched it and you don’t have the number of downloads you want. Don’t panic, for once our marketing manager (that is, me) will be able to help you.
1. Master ASO
What is ASO? Nothing complicated, don’t worry. This is the optimization of App Stores (App Stores Optimization, in the language of Shakespeare). It is therefore a question of optimizing mobile applications so that they are as visible as possible on the search results of application stores. “Oh yes, that’s the SEO of the mobile app!” will you tell me? Yes in a way, but with a few more specificities.
First, we must identify the 2 major stores which are App Store for Apple and Play Store for Google). To be well referenced on these 2 stores, there are therefore a few rules to master, especially keywords.
• Keywords and description
Yes, keywords are an important part of your ASO. Above all, know what your competitors are doing, their keywords used and your ability to compete with them.
Depending on whether you are #TeamAppStore or #TeamPlayStore (or both) you will have between 100 and 4000 characters to describe your application. In this description, which is essential for the consumer, it is important to think about the keywords you are going to use. So, don’t go stuffing your beautiful description with keywords (yes, I see you coming up with your keyword stuffing), but instead try to make your description compelling. Description is indeed another important part of your optimization.
Also note that the name of your application must also be well thought out. It might sound obvious, but according to a Tune study, apps that include a keyword in their name rank on average 10% better than others. So think of a short name (only the first 23 characters are visible on the App Store, and the first 30 on Google Play), and especially an equivocal name.
• The icon
Second major point for your SEO, the icon! Yes, because it’s still the first thing your (future) users see. The first impression is therefore capital! It’s all well and good to make an innovative and futuristic application, but if the logo is worthy of Windows 98, there will be no one to use it. As such, the size of the logos is also to be taken into account!
• 1024 x 1024 pox for an iOS version
• 512 x 512 pox for an Android version
If you don’t see the direct link, I’ll explain it to you: the more your app will be downloaded (or simply viewed) the more the App Stores will bring it up in their search results.
Always in the logic of the “Power of the image”, consider including screenshots and even videos of the interface of your application. So users can project themselves better and can judge your interface and all the UX / UI work that you have provided.
Finally, the latest theories that concern SEO in all its forms speak today of the importance of user-generated content. Indeed, search engines would tend to prefer this kind of content rather than that offered by the companies themselves. To do this, solicit reviews and comments on your app. If it is approved by other users, it will necessarily be more likely to solicit downloads and conversions.
2. Master SEO (and why?)
So why talk about SEO when we are talking about a mobile application? It’s very simple. For those who think that ASO is enough… well it is wrong. At least that amounts to depriving oneself of a great opportunity to promote its application. For a launch worthy of the name, it is important to use all the tools at your disposal and SEO is one of them.
As we often say, users are unpredictable creatures. As a result, you will always have some of your potential users looking for information on your mobile app… on the web. So in order not to leave these users in the dark, a little SEO help is never refused.
• Make a microsite
Many applications have understood this and have therefore created specific landing pages in the form of explanatory microsites. Even if your app is intended to remain mobile, having a web presence can convey an indicator of trust and security on your android application development (especially if it is an app related to budget management or EDM). By targeting relevant keywords, users will easily find your web page and the information they are looking for. Do not hesitate to link this page to your social networks to create and unite your community.
• Take care of your backlinks
Also remember to work on your back links (my what?!). That is to say, all the links that refer to your site. Depending on their popularity and security index, Google will rank you more or less well in its SERPs. So try to build quality partnerships with partner sites that could refer to your download site.
No matter what your final strategy is, your app won’t get downloaded if it isn’t seen in whatever search engines they are. Whether you are a B2C or B2B app, SEO and its optimization are a huge brick in the success of your project. Thanks to Test & Learn logic, you will quickly know what works best for your market and your users.
The second step will therefore be to know how to analyze the KPIs on your app, by tracking user behavior as well as possible. And if you need any help, don’t hesitate to tell us about your mobile app project, we’ll always be happy to help!