Do you know how it works and how to do ASO or SEO for application? – WAU

No matter what the problem you need to solve or the task you need to perform, it seems that just looking around your app store is enough to find something that helps. This is a reflection of the growing importance that mobile has been receiving in recent years. Especially as device technology increases and […]

No matter what the problem you need to solve or the task you need to perform, it seems that just looking around your app store is enough to find something that helps.

This is a reflection of growing importance that mobile has been receiving in the last years.

Especially as device technology increases and becomes more popular with the masses, apps become great options for companies in all segments.

But if you are considering following this path, you will need to learn how to get your app found amid an ocean of options.

That’s why ASO (App Store Optimization), also known as app SEO, exists.

Are you curious? Then see the complete guide that we have prepared to help you on this journey!

In this post you will see:

Why invest in an app in the first place?

Have you ever researched the application market in London? A quick glance at Google is enough to find interesting articles talking about how it is worth investing in this area.

The market continues to grow – there are more accesses to the web through mobile devices than through computers – and consumer habits point to apps as something that is here to stay.

Of course, it is useless to create an application that is not really useful, there are already many of these out there, the vast majority fallen by the wayside.

But, a relevant app, that meets a demand from your audience, has a great chance of generating engagement and even profit for your business.

Just look at how some of the most important brands are using apps in their marketing and sales strategies to understand this concept well.

How users find apps

You may already know very well how to attract visitors to your website, corporate blog or even to your social media profiles.

It turns out that in the case of an application, the situation changes a little bit. Why?

In all these channels that we mentioned, it is possible to know exactly where the traffic comes from and even details about the behavior of each visitor.

However, to find out what are the best channels to distribute an application, it is necessary to rely on studies and research, in addition to the data that publishing platforms (such as Apple and Google) provide.

The upside is that these surveys, from companies like Nielsen and Forrester, are very practical for a user acquisition strategy.

For example, we can learn about the main means used by users to download an app. See what they are:

Direct app store search

According to the studies already cited, direct search in the app store, whether by the name of the app or the subject it’s about, is the main factor of downloads.

About 63% of downloads happen because of them, more than in any other channel surveyed.

This reinforces the importance of optimizing the app’s presence in stores so that it is more easily found.

Friends and family

The second biggest conversion factor is the recommendation of friends and family, who through their own experiences and personal preferences end up making a difference for more than half of the users.

In this case, what the good old “word of mouth” shows its strength once again, highlighting that the relevance of the application has a powerful effect for it to eventually go viral.

Most downloaded

The chart of most downloaded apps is another factor that must be taken into account, and ranking well in it is a golden ticket to maintaining a high number of installations.

It is obvious that to get to this point you will already need to be at an advanced stage of your strategy.

But it is worth mentioning that getting this social proof so convincing at the decisive time for the person looking for an app is essential for them choose your solution.

Social networks

Social networks are also very useful channels for the public to get to know and become more interested in an application.

This is why new resources have been created precisely to promote the download of an app directly through company profiles and pages on these networks.

Facebook and Twitter are among the social networks that now place this option on their pages, already predicting the growing trend among the public to buy directly through their favorite networks.

Blogs and other sites

Blogs and promotional sites cannot be left out either, as they represent important channels of digital communication and engagement with the public.

Therefore, it is expected that a good campaign aimed at these channels will be successful in gaining new users.

Which of these channels is worth investing in?

The download numbers coming from websites, blogs and social networks are nowhere near as expressive as those from direct search and referrals.

But that does not mean that it is not worth it invest in each of the means that we have shown above.

Even because all of these channels are in one way or another connected, and will make a difference to your app’s final search results. Why can we say that?

Good branding work, solid content marketing planning and a strong presence on social networks can contribute, for example, to the increase in direct searches in an app store.

After all, the faster the brand identification is, the easier it will be for users to remember it when looking for a new app.

Don’t forget that just as SEO doesn’t work in isolation from other inbound practices, neither does SEO for app!

What sets app marketing apart

You can already see that marketing an application is different from promoting a website, right?

This means that some of your skills will need to be adapted to the reality of promoting an app, while other skills should be developed from scratch.

And the challenge begins with the development of the application market, which is even more restricted. In what sense?

Unlike the web, where Google and Bing have few differences in criteria, the shift between Google and Apple itself is far greater in search for applications.

Furthermore, the market is relatively new, since it was not so long ago that Android and iOS systems emerged.

It will take a while to reach the same maturity as web searches, which each day have more intelligent algorithms to determine the intention of a search.

As a result, the material and tools available are not yet so vast, which adds to the challenge a little.

But that doesn’t mean we’re in the dark either! Quite the contrary, constant advances mark the app ecosystem, and it is crucial be aware of any changes in the scenario.

How do Apple and Google view app search?

First of all, it is safe to say that if you decide to launch an app, it will be on at least one of these two platforms: iOS, from Apple, or Android, from Google.

And as each has its own standards when it comes to searching for apps, you need to be aware of the principles and best practices to follow.

If your app is intended for both systems, you only have one option: adapt to the way each works.

Customizing your SEO strategy for app is the only way to achieve the same success on both platforms.

Now let’s better understand the thoughts of these two application giants:

Google Play

Google, as the company that owns the largest search engine in the world, with countless pages indexed in its system, capable of knowing everything about any website, will naturally use this to your advantage.

But, in addition, she is concerned with creating increasingly organic and natural search experiences, both for the user and for those who create websites and produce content.

Therefore, when creating an app for Android, you have up to 4000 characters to describe it well, that is, to draw public attention and still rank well in the Play Store.

Apple App Store

The Apple App Store, on the other hand, has a structure that was adapted from iTunes, a software that was initially made for music.

So it was simpler to use keywords, to find the songs by artist, genre, etc.

Keeping the same standard, the App Store lets you use 100 characters to enter keywords relevant to your strategy.

This is the main difference between the two platforms, but it is not so difficult to adapt to that.

While Apple demands greater care with keyword research, Google requires a captivating, natural description that wins over readers and makes sense for crawler robots.

5 useful tools to promote and grow your app

Every good professional has the right tools to succeed, don’t you agree?

So, it’s time to start putting together our toolkit to do the best you can in promoting your new app.

Check out 5 useful resources that will be of great help for different aspects of your planning:


Used by some world-renowned brands, such as eBay, Evernote and Nordstrom, Apptentive has communication features that allow users to receive feedback.

Based on this, the app also offers some important data that allows you to take smarter actions and improve user retention and the number of downloads.

By creating this closer relationship with the public, you may notice the strengthening of your app’s presence in app stores.


Apptamin is a tool to create videos describing your app. Videos are among the elements that most contribute to a user’s conversion, so they cannot be left out of your app’s page.

In addition, the app is prepared to adapt to the different standards of each store, so whether you create for the App Store or the Play Store, you will have something tailored.

To top it off, the Apptamin blog has extensive content on app marketing that is worth checking out!


TUNE is a set of marketing products for apps that is used by brands like Sony, Sephora and Staples.

Among the features of the TUNE Marketing Console, one of the main products, it is very interesting: app store analytics!

In other words, you can have complete control over your app’s performance data and optimize every detail of your planning.

Flurry Analytics

Flurry is an app that is part of the Yahoo Developer Network, and it was made to evaluate the performance of apps in detail.

More than that, you can follow the progress of groups of apps, that is, if you have more than one application you can follow through the same platform.

It is very important to have tools that allow you to analyze the overall performance of the application, such as rate of return, user preferences, etc. in order to make constant improvements.

Google Admob

Who doesn’t want a profitable app that has a great user experience and climbs sustainably over time? That’s Admob’s proposal!

As it is a product with the Google seal, it is naturally expected that there will be a lot of training content involved, as valuable as the functionality of the app itself.

8 indispensable items to optimize your SEO for app

Chosen platform, tools in hand, what’s missing now? A list of items that can’t be left out is a good start!

Basically, these items can be divided into two groups: on-metadata and off-metadata. But what is it, anyway?

Simply put, it is the equivalent of SEO On Page and Off Page, used on websites.

See in greater detail what each group represents and what are its main optimization criteria:


This group involves everything that is under your control, and is usually related to your presence in the app store.

The most relevant factors of ASO On-Metadata are:


The title of an app is the most relevant On-Metadata ranking factor, equivalent to the title tag in SEO.

As with choosing a page title, you should be concerned with balancing on the app page something that reinforces the brand and what it does.

If it is possible to include a relevant keyword, even better!


An important factor about the description is the so-called “below the fold”, or “below the fold”, that part where we usually find a “read more” button. Why is it important?

If the description above the fold is not very good, the person will never be interested in reading further and probably will not download your app.

So, in addition to thinking about the description as a whole, pay special attention to the first sentences.


Photos are essential to arouse the visitor’s curiosity, especially when the page does not contain any videos or the person’s connection does not allow them to view it.

Therefore, take quality photos of the app’s interfaces and place them in a way that makes sense to the user as the app works.

That way, he won’t be confused, and it will be easier to download the app.


We’ve already talked about keywords, especially on iOS systems, where they are all you have to describe your app, and only in 100 characters.

The tip is to use all your experience and skill in choosing keywords for the web, and follow the same principles.

If you don’t know how to do this, follow a guide that teaches the subject well.


The icon is another element of great relevance in app SEO, simply because it conveys an idea of ​​the quality of the app. As well?

If the icon is beautiful and has elements related to its theme, it is likely that users will soon consider it to be of quality, even though they have never used it.

Think of it as a part of the meta description in SEO, and work carefully to get your brand message across correctly.


The second group, on the other hand, refers to external points that are beyond your control, such as the perception of others regarding the app.

Despite this, it is possible to achieve at least a certain level of control over the following aspects:


The grades that users give, usually rated 0 to 5 stars, also count when it comes to ranking your app in the rankings of relevance.

The better your app’s grades, the easier it will be to convince personas to download it, and it’s your job to make sure that happens.

There is no other way to increase grades than by creating and maintaining something relevant and asking for feedback from users.


The assessments go hand in hand with the grades, but go a little further.

Many rate it, but don’t mind explaining why, while ratings are clear explanations of why the person decided to rate it.

We follow the same principle: the idea is to keep high marks and positive evaluations, as this will all serve as social proof, whether for or against the app.

Link building

Both Google and Apple take into account external links to your app’s page when rating it.

This means that the more promotion you get through websites and blogs, in addition to social profiles, the better for your placement.

Once again, it is worth reinforcing here the importance of investing in a strong content strategy as a way to guarantee this link building.

Step by step to measure your search success

Evaluating the success of your application in an app store search is not the same thing as evaluating a website, for example.

Unlike ready-made reports from tools like Google Analytics, measuring an app’s performance involves looking at a few separate indicators and drawing conclusions.

By putting all the data together, you will be able to understand how they fit together and better understand what needs adjustment.

Here are the criteria that you should look at closely:

Number of downloads

The number of downloads is one of the indications that you, of course, need to track to know how your app is performing.

Certainly, before creating it, you researched what was the market potential that it could reach, and perhaps you have made growth projections for the months ahead.

Compare your current performance with these surveys and projections to see if you’re on the right track.

Conversions and revenue

The number of conversions and, mainly, the revenue acquired through the app are also vital to analyze, not least because they go straight to the heart of the matter: profit.

If the focus of the app is not on revenue, focus only on conversion, which should show how efficient the mechanisms used – including ASO – are being.

Download ranking

Where in the ranking is your app? This is a question that helps to determine how much direct competitors are in front of him and why.

Give preference to rankings by category, so it will be easier to find direct competitors, instead of apps that are much more popular, but belong to other niches.

Ratings and reviews

The grades and evaluations are not just a ranking factor for the platforms, as we saw above.

They are also relevant to declare the level of general satisfaction of users with the app, and it is crucial to know that.

After all, there is no point in optimizing searches in the app store, obtaining many downloads and losing users quickly due to other problems.

Understanding how an app store ecosystem works is really essential when applying SEO for apps. Now you have the right tools and know all the ways to go about getting along with your applications. Just get your hands dirty and start creating the app!

Are you in doubt about how to advertise your app and get a lot of users since launch? Here’s how to use content marketing for this!