Promoting an app in the app stores has changed a huge amount over the years, as the competition has increased. Gone are the days when you could simply create an app, put it in the app store and expect multiple downloads with very little effort. Now you need to stand out and App Store Optimisation (ASO) is one of the key elements of a mobile app marketing campaign.
But as Google changes more and more to offer more targeted results to its users, and therefore generating more and more money from advertising, changing the landscape for SEO, it is clear that the app stores will change too, adjusting the landscape for ASO.
We spoke to a number of experts in the field about where they believe ASO is going. Please do share your thoughts in the comments box below!
Rob Holmes, CEO of IPCybercrime.com LLC“An app store is essentially an online marketplace, no different than eBay or Amazon where thousands (and sometimes millions) of sellers compete for visibility. Because of this, optimization within the marketplaces has become big business. Marketplaces themselves make a lot of money by upselling features to their merchants with the promise of more visibility. eBay has done this practically from the start. Alibaba charges thousands of dollars for priority ‘Gold’ status. App stores are somewhat new, but the model is no different than any other marketplace. Where there are customers there is competition.”
Eric Wroolie, Director at Overpass
“ASO gets more and more difficult every day. As the number of apps submitted every day increases and the market gets more and more saturated, it seems to be all keywords are getting overused. We’re all begging for reviews and
optimising our screenshots. I think the only way to truly gauge how good an app is will be by the number and quality of reviews. I truly believe that the app markets will give more credibility here. It’s chicken and egg . . . so we’ll need to start looking at ways outside of the app store to get people in. We’re all working from the same ASO plan books . . . and most ASO material out there is geared for iOS. We’ll see ASO change to favor
Google Play a lot more.”
“ASO gets more and more difficult every day. As the number of apps submitted every day increases and the market gets more and more saturated, it seems to be all keywords are getting overused. We’re all begging for reviews and
optimising our screenshots. I think the only way to truly gauge how good an app is will be by the number and quality of reviews. I truly believe that the app markets will give more credibility here. It’s chicken and egg . . . so we’ll need to start looking at ways outside of the app store to get people in. We’re all working from the same ASO plan books . . . and most ASO material out there is geared for iOS. We’ll see ASO change to favor
Google Play a lot more.”
Maya Mikhailov, co-founder and CMO of GPShopper
“Just as Google has improved it’s SEO algorithm over the years to reward useful, quality content and penalize optimization “tricks” (like link building and keyword-stacking), the app stores are increasingly following suit. Factors such as installs and uninstalls, reviews and ratings, and even use frequency will soon dominate app store search success.”
“Just as Google has improved it’s SEO algorithm over the years to reward useful, quality content and penalize optimization “tricks” (like link building and keyword-stacking), the app stores are increasingly following suit. Factors such as installs and uninstalls, reviews and ratings, and even use frequency will soon dominate app store search success.”
Aykut Karaalioglu, CEO of Mobile Action
“App Store Optimization continues to become more sophisticated today than it was yesterday. In the future, Apple and Google will recognize install/uninstall rates, engagement, retention and ratings/reviews data. This will allow app developers to focus optimization efforts on keywords, images, descriptions and, most importantly, on in-app user activity.”
“App Store Optimization continues to become more sophisticated today than it was yesterday. In the future, Apple and Google will recognize install/uninstall rates, engagement, retention and ratings/reviews data. This will allow app developers to focus optimization efforts on keywords, images, descriptions and, most importantly, on in-app user activity.”
What do you think?
Do you see the future of ASO being much different to current ASO?
Do you see the future of ASO being much different to current ASO?
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