Do you run advertising and marketing campaigns for an app-based firm? If that’s the case, then maybe you’ve discovered rating on app retailer outcomes pages to be a problem.
The excellent news is that many app retailer optimization (ASO) methods are just like the SEO (search engine marketing) methods you’re possible already acquainted with. The even higher information is that combining the 2—search engine marketing and ASO—can profit your total advertising and marketing technique.
The workforce at my advertising and marketing company, NP Digital, took a have a look at how three widespread calorie counter apps carry out in search and app retailer search outcomes to search out the secrets and techniques to their success. On this put up, I’ll discover the connection between search engine marketing and ASO and spotlight key takeaways from my workforce’s evaluation. That method, you possibly can replicate the same course of.
Able to be taught extra? Learn on.
How Do search engine marketing and ASO Work Collectively?
Earlier than digging into how search engine marketing and ASO can work collectively, you first want to totally perceive what every is.
Search engine marketing is a set of practices with one aim—to optimize your web site and content material for search engine rankings. The higher optimized your content material, the higher the chances it’ll seem atop search engine outcomes pages (SERPs).
App retailer optimization is just like search engine marketing, however as a substitute of specializing in optimizing your web site for SERPs, it focuses on optimizing your app for the app retailer. Consider it as app search engine marketing.
You can mix your search engine marketing and ASO efforts, and it is best to for one of the best outcomes. To take action, you have to to align your methods for each channels. How? Through the use of constant and related key phrases for each your web site and app retailer itemizing and together with backlinks from one (the web site) to the opposite (the app).
Let’s contemplate how search engine marketing and ASO can assist one another of their respective environments. So first, how can search engine marketing assist ASO within the Google Play Retailer?
- Incomes backlinks from outreach efforts: For instance, linking from the model’s area on to the Google Play Retailer app itemizing or reaching out to respected websites and asking to be added to hyperlink roundups for related matters.
- Optimizing app touchdown pages: This merely means aligning the phrases you’re focusing on on app touchdown pages with the phrases you’re focusing on within the Google Play Retailer.
- Publish content material on the model web site to determine authority within the house: You need to create content material related to the class so you possibly can 1) construct backlinks to the app retailer itemizing and a couple of) set up model consciousness. For a calorie counting app, this might be a weblog put up focusing on “what number of energy must you eat a day” or an interactive asset like a muscle beneficial properties calculator.
- Make the most of finest practices to determine E-E-A-T components: This can present Google that your model is an knowledgeable in your trade.
Now, how can ASO assist search engine marketing on Google’s search engine?
It’s all about optimizing your app retailer itemizing.
Take into account that Google Play Retailer app listings naturally rank excessive on Google Seek for goal phrases. In any case, Google loves Google. While you align the search phrases you’re focusing on on each the app retailer itemizing and your web site, you’ll possible see a lift in your SERP rankings.
How you can Deliver search engine marketing and ASO Collectively
My workforce at NP Digital and I work with entrepreneurs to develop digital advertising and marketing options that speed up progress. An enormous a part of our work entails digging into knowledge to determine methods that work (and those who don’t).
A technique we did so not too long ago was to research how three widespread calorie counting apps mix search engine marketing and ASO to their profit.
For search engine marketing, we assessed Google search rankings for “calorie counter” and “calorie counter app.” We used Ubersuggest to slim in on two foremost metrics—month-to-month search quantity (MSV) and key phrase issue.
Month-to-month search quantity is the variety of occasions a key phrase is searched each month. Key phrase issue measures the hassle it could take for a webpage to rank on the primary web page of search outcomes for a selected key phrase. It ranges from 0 p.c (best) to 100% (most tough).
For ASO, we took the same strategy. We assessed Google Play Retailer app rating for the time period “calorie counter.”
We additionally used AppTweak to drag knowledge related to Google Play Retailer. This contains fairness backlinks and app energy.
Earlier than we get into our instance, let’s outline these two phrases, plus some further ones we’ll spotlight:
- Fairness backlinks: The variety of backlinks earned to the Google Play Retailer itemizing.
- App energy: The facility of the app primarily based on its rankings in its class and within the total class. It is a proprietary metric from AppTweak.
- Rankings quantity: The variety of evaluations on Google Play Retailer.
- ASO rating: Scale of 0-100 for the way properly an app’s Google Play Retailer itemizing is optimized using finest practices.
- Date launched: The date the app was first launched in Google Play Retailer.
- Downloads: The variety of downloads from the Google Play Retailer. Notice: Google Play Retailer doesn’t present the precise numbers.
Now that you know the way we collected our knowledge, let’s have a look at what the information says.
What Profitable search engine marketing/ASO Packages Seems to be Like
For our instance, we assessed the search engine marketing and ASO influence for calorie counter apps.
To take action, we analyzed the natural Google search outcomes for 2 search phrases: calorie counter app and calorie counter.
The time period “calorie counter app” has an MSV of 14,800 and a key phrase issue of 72 p.c. The extra inclusive time period “calorie counter” has an MSV of 49,500 and a key phrase issue of 78 p.c.
We additionally analyzed the Google Play Retailer search outcomes for the time period “calorie counter.” It has an MSV of 64 and a key phrase issue of twenty-two p.c. Moreover, the search time period “calorie counter” has 240 outcomes and 30.8K installs.
Caption: App rankings from Google Play Retailer on an Android gadget
Now, let’s contemplate the efficiency metrics for the highest three outcomes for the search time period on the Google Play Retailer.
#1: Calorie Counter – MyNetDiary
MyNetDiary, launched in September 2010, has a mean score of 4.72 out of 5, with 57,755 complete rankings. MyNetDiary is ranked 51st within the Well being & Health class and has greater than 1 million downloads.
On Google, the app ranks eighth for the goal time period underneath a third-party listicle.
As for the way MyNetDiary performs on Google Play Retailer, we all know it ranks primary. It has an ASO rating of 95 out of 100 and an app energy of 49 out of 100. Based on AppTweak, the app additionally has 837 fairness backlinks.
Of observe, the model web site hyperlinks on to the Google Play Retailer itemizing as a substitute of an app touchdown web page.
#2: MyFitnessPal: Calorie Counter
MyFitnessPal, additionally launched in April 2010, has a mean score of 4.23 out of 5, with 2,540,681 complete rankings. It has greater than 100 million downloads and ranks twenty fifth within the Well being & Health class.
The Google Play Itemizing ranks primary for “calorie counter app” on the Google search outcomes web page. Moreover, the MyFitnessPal brand site ranks on web page one for “calorie tracker” and “calorie counter” Google search outcomes pages.
MyFitnessPal has an ASO rating of 100 and an app energy of 81. Based on AppTweak, the app has 21,832 fairness backlinks.
#3: Calorie Counter by Lose It!
Calorie Counter by Lose It!, launched in July 2011, has a mean score of 4.45 out of 5, with 129,565 complete rankings. It has greater than 10 million downloads. Calorie Counter by Lose It! is ranked quantity 52 within the Well being & Health class.
On Google, the app is talked about on the primary web page in a number of third-party listicles.
Calorie Counter by Lose It! has an ASO rating of 100 and an app energy of fifty. Based on AppTweak, the app has 5,447 fairness backlinks.
As with the primary itemizing, MyNetDiary’s model web site hyperlinks on to the Google Play Retailer itemizing versus an app touchdown web page.
Classes About search engine marketing and ASO You Can Use
So, what did we be taught?
Firstly, rating for a search time period on Google is harder than on the Google Play Retailer. Simply contemplate the massive distinction between MSV and key phrase issue for the time period “calorie counter.” The MSV on Google is 49,500, and it has a key phrase issue of 78 p.c. Distinction this with that very same time period on Google Play Retailer, with an MSV of 64 and a key phrase issue of simply 22 p.c.
We additionally discovered that investing in ASO will assist your app rank for high-volume and high-competition search phrases on Google Search and Google Play Retailer. All three of our analyzed apps have an ASO rating of 95 or above. All of them additionally rank on the primary web page of Google SERPs. That’s no coincidence.
Moreover, we see that investing in ASO and search engine marketing may help carry an app’s rankings in class lists (e.g., Well being & Health). The app with the best ASO rating and highest variety of fairness backlinks (MyFitnessPal) additionally has the best rating within the Well being & Health class of the opposite two apps.
Lastly, associated to the above discovering, top-ranking apps on the Google Play Retailer have a big variety of high-quality backlinks from third-party websites and high-quality pages on a model’s web site.
search engine marketing and ASO differ in what’s being optimized and for what goal. Search engine marketing (search engine marketing) is the optimization of web site content material for the aim of rating on search engines like google. App retailer optimization (ASO), generally known as app search engine marketing, is the optimization of app retailer listings for the aim of rating on app shops, like Google Play Retailer.
To make your app searchable on Google Play Retailer, you have to to optimize your app itemizing utilizing ASO methods. These embody including focused search phrases and constructing fairness backlinks to the app itemizing web page.
Your advertising and marketing plan will not be meant to be carried out in silos. As a substitute, you have to mix your efforts throughout the board to make sure a constant model expertise.
For this reason you possibly can’t merely concentrate on Google Play Retailer optimization, or any app retailer optimization for that matter. You will need to mix it with search engine marketing for complete success.
Whether or not you implement this collaboration alone, with a advertising and marketing company like NP Digital, or with a devoted app retailer optimization company, you’ll possible see optimistic outcomes throughout your total advertising and marketing technique.
Do you’ve got questions on utilizing search engine marketing and ASO collectively on your advertising and marketing plan? Tell us within the feedback beneath.
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